Once a simple gateway to a webpage, QR Codes have transformed into a vital part of the modern marketing toolkit. In 2025, they’re no longer just functional—they’re strategic. From interactive product displays to real-time event registrations and post-purchase experiences, marketers are turning everyday scans into seamless, omni-channel customer journeys.
Bitly’s 2025 report, How Marketers Use QR Codes in 2025, surveyed 250 marketing professionals and reveals a powerful shift: QR Codes are no longer just about convenience—they’re about connection, personalisation, and measurable results.
Bitly Report: QR Codes Go from Utility to Experiential
Back in 2020, QR Codes re-entered the spotlight out of necessity. Today, their use has matured. They’re now integrated across physical and digital touch-points from product packaging to email campaigns turning passive audiences into active participants.
Here’s how marketers are using them:
51% deploy QR Codes for promotional offers and coupons
49% use them to drive event awareness and registrations
45% link to product specs and details
37% create video demos or tutorials
33% use them to drive loyalty program sign-ups
But what’s really setting brands apart according to the new Bitly Report is how QR Codes are now delivering exclusive, real-time experiences. A scan isn’t just a scan anymore it’s the start of a customer journey.
Real-World Success: Rad Power Bikes & Curology
Rad Power Bikes, North America’s largest electric bike brand, uses QR Codes in their RadRetail stores to help customers confidently make purchasing decisions. A scan on a tag or sign instantly connects shoppers to specs, accessories, and exclusive offers.
“We print QR Codes on signage across our retail stores to guide customers to our product pages and social media channels,” says Lauren Rothering, Senior Brand & Product Marketing Manager at Rad Power Bikes.
Curology, a personalised skincare company, weaves QR Codes throughout its customer journey—from order inserts to packaging. Scans unlock discounts, reorders, or free product offers, creating a frictionless path from purchase to repeat engagement.
“QR Codes let us tell our story, invite customers to explore more, and grow our community,” explains Becca Rudman, Brand Marketing Manager at Curology.
The fashion industry will benefit from smarter use of QR codes
But Not Without Challenges: The Shortfalls in QR Strategy
Despite this momentum, QR Codes aren’t without their flaws and marketers are taking notice.
Safety and trust have become major concerns. With widespread use comes risk: phishing scams, malicious redirects, and unbranded codes can erode consumer confidence.
A QR Code solution that prioritizes security and trust is no longer optional, it’s essential.
Another pain point? Measurement. While marketers love the engagement potential of QR Codes, 87% struggle to track what happens after a scan. Understanding the post-scan customer journey, integrating cross-channel data, and tying QR activity to actual business outcomes remains a major hurdle.
In fact:
85% report difficulty linking QR data to other marketing metrics
Only 17% cite QR campaigns as a meaningful source of customer insights
Just 16% say QR Codes drive direct revenue
But 26% acknowledge they enhance customer experience
And 21% see success in lead generation
To close the gap between engagement and attribution, savvy marketers are beginning to pair QR Codes with goal-oriented UTMs, centralized tracking, and campaign-specific landing pages. But there’s still a long way to go.
Here is how my former company AR Tech used QR codes to create AR experiences in 2019. Sweep was closed due to lack of funding. Clearly, we were just ahead of our time!
What’s Next? AI, AR, and Connected Packaging
Looking ahead, marketers are eager to level up QR strategies with emerging tech:
84% plan to integrate AI and machine learning
61% are exploring VR
57% aim to use AR experiences
56% are testing next-gen 2D barcodes
40% see potential in connected packaging
These innovations aim to not only capture attention but also decode intent, predict behaviour, and drive action at scale.
Final Word: QR Codes as Conversation Starters
Ultimately, QR Codes in 2025 are conversation starters. They offer brands a chance to meet customers in the moment, respond with relevance, and deepen engagement with a single scan.
But for all their potential, QR Codes demand smarter strategies. Marketers must double down on trust, analytics, and personalised content if they want to convert curiosity into action and data into results.
In the hands of creative, tech-savvy marketers, QR Codes are evolving from a campaign accessory into a cornerstone of customer experience.
In 2025, QR Codes are no longer just about scanning, they’re about strategy.
Not only are they enhancing customer experiences, they are proving ROI, and helping brands stand out in crowded markets. For marketers ready to think beyond the code, the opportunities are limitless.
As the Bitly report makes clear, the QR Code revolution isn’t slowing down, it’s only just getting smarter.
Robyn Foyster: A multi award-winning journalist and editor and experienced executive, Robyn Foyster has successfully led multiple companies including her own media and tech businesses. She is the editor and owner of Women Love Tech, The Carousel and Game Changers. A passionate advocate for diversity, with a strong track record of supporting and mentoring young women, Robyn is a 2023 Women Leading Tech Champion of Change finalist, 2024 finalist for the Samsung Lizzies IT Awards and 2024 Small Business Awards finalist. A regular speaker on TV, radio and podcasts, Robyn spoke on two panels for SXSW Sydney in 2023 and Intel's 2024 Sales Conference in Vietnam and AI Summit in Australia. She has been a judge for the Telstra Business Awards for 8 years. Voted one of B&T's 30 Most Powerful Women In Media, Robyn was Publisher and Editor of Australia's three biggest flagship magazines - The Weekly, Woman's Day and New Idea and a Seven Network Executive.