How to use QR Codes in the Store or at Trade Shows

What Determines the Scan Rate

The Promise. People scan when they know what to expect. Concrete formulations outperform general ones.

Placement. At eye level, accessible, not behind a barrier.

Size. Rule of thumb: reading distance divided by ten – at trade shows more generous, as people rarely stand directly in front.

Target Page. Immediately deliver the promised content, without detours via the homepage.

One Code per Context

At a trade show with five exhibits: five codes. Only this way can you later answer the question of which exhibit generated interest. A single code for everything provides a number with no insight.

The same applies to branches, poster locations, and advertising motives.

What Helps at Trade Shows

• WLAN access via code – high value, high scan rate
• Book an appointment instead of exchanging business cards
• Send documents instead of handing out brochures

What Doesn't Work

• Codes on a screen that changes before someone can scan
• Codes on moving objects
• Very small codes on giveaways
• Targets requiring registration before anything becomes visible

After the Trade Show

Evaluation is only worthwhile if codes were separated beforehand. Nothing can be analyzed retroactively – this is the most common missed opportunity.