by webSaver
September 19, 2025
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We recently wrote of the extent to which consumers are swamped with a barrage of communications of all types and how difficult it is for CPG Brands to reach and engage them.
More importantly, we also addressed how many of today’s leading CPG Brands – including Coca Cola, Nestlé, L’Oréal, PepsiCo, McDonald’s, Starbucks and others – are using QR Codes, in combination with coupons and cashback offers, to break through the clutter and engage consumers where they are.
In this article we go deep into how QR Codes are being utilized in CPG marketing strategy. Specifically, we provide CPG Brand Managers with ideas for the key factors they need to consider when integrating QR Codes to their marketing mix.
- QR Code Location: Where will the QR Code be accessible to consumers.
- QR Code Landing Page: What destination does the QR Code lead to when scanned.
The twelve methods below are not mutually exclusive, they are to be used in combination. The CPG Brand Manager selects the QR Code location(s) and landing page(s) that make sense for their marketing strategy.
For example, an on package QR code can lead to a Coupon to ‘close the sale’, but an OOH public transit QR code can lead to the Brand’s social media, or a contest.
QR Code Location(s):
This is the location where the CPG Brand makes the code available to consumers. Different locations will have different objectives. Additionally, a Brand may use multiple locations for different purposes at the same time. On pack and in store to drive immediate sales. OOH and other media to drive awareness and top of funnel activity. The key is to understand the consumer mindset at each location.
1. QR Code on product package:
A QR Code printed directly on the product package offers consumers instant access to digital engagement and promotions – such as coupons and cashback offers – right at the point of use.
2. QR Code on shelf rack:
Placing a QR Code on the shelf rack allows shoppers to discover product details, discounts, or reviews while actively considering their in-store purchase.
3. QR Code on printed flyers:
Printed flyers with a QR Code create a direct bridge from offline marketing to online offers, enabling immediate response and campaign tracking.
4. QR Code on OOH advertising:
QR Codes on OOH (out-of-home) advertising, such as billboards or transit posters, transform static messages into interactive brand experiences for people on the move.
5. QR Code on TV Ads:
Featuring a QR Code in TV ads empowers viewers to transition seamlessly from screen to smartphone, unlocking exclusive digital offers or content in real time.
QR Code Landing Page(s):
The landing pages are extremely important since this is what consumers see when they scan the QR code, therefore the content must be useful and relevant to their mindset at that time. An in-store on rack QR Code should provide consumers with relevant information and a call to action for an immediate sale. Ideally a CPG Brand will deploy a variety of landing pages that match to the various QR Code locations.
6. Online coupons:
A QR code on-pack or in-store can take consumers directly to an exclusive online coupon incentivizing purchase and making redemption fast and frictionless.
7. Cashback offers:
By scanning a QR code, shoppers can instantly access cashback offers tied to their purchase, driving trial purchases, repeat buys and larger overall transactions.
8. Online contests:
A QR code can serve as the entry point to a Brand contest or sweepstakes landing page, turning shopper engagement into fun and brand excitement.
9. Loyalty programs:
CPG Brands can link QR codes to loyalty program sign-ups or rewards tracking, making it easy for consumers to join and stay engaged.
10. Social media profiles:
QR codes can connect directly to the Brand’s preferred social channels, encouraging follows, shares, and ongoing consumer interaction.
11. Recipes and other informational content:
By scanning a QR code, shoppers can discover curated recipes and other fun content featuring the product, turning a purchase into a broader meal solution.
12. Receipt validation initiatives:
QR codes can lead to secure portals for uploading receipts, ensuring smooth participation in cashback or rebate campaigns making the process seamless.
QR Codes have a number of benefits that make them a must have for today’s technology savvy CPG Brand Managers:
1. They can provide direct engagement with the consumer at the time of purchase.
2. They are versatile and can support almost any part of a marketing strategy.
3. Consumers are well acquainted with QR Codes and use them regularly
Start putting QR Codes to work for your CPG Brand. today. Work with the team at webSaver to see how integrating QR Codes in combination with coupons, cashback offers and other initiatives can help your CPG Brand acquire new consumers and increase the long term value of existing consumer relationships.
With over 10 years leading the Canadian online coupons marketplace and 150 Million coupon issued we know coupons. We’ve worked with 90% of Canada’s leading consumer packaged goods brands providing them with the online coupons and cashback offer solutions that generate real value for their business. Whether your strategic objective is customer acquisition, customer lift (Increased transaction size and frequency) or customer retention webSaver can help.
