What is a Dynamic QR Code? The Future of Retail Explained

Key Takeaways

• Dynamic QR codes offer flexibility by allowing businesses to update their destination URLs after printing.
• They provide valuable tracking and analytics on consumer behavior.
• Dynamic QR codes have a smaller, cleaner pattern than static QR codes as they contain less data directly within the code itself.
• Businesses use them across industries for marketing, promotions, and customer engagement.

QR codes, or “Quick Response” codes, are a type of matrix barcode that smartphones or other devices can scan. They usually link users to a specific website, app, or information.

When scanned by a smartphone, these square-shaped codes instantly link users to websites, menus, or other digital content. Originally invented in 1994 for inventory management, QR codes have become versatile tools across various industries.

During the pandemic, QR codes emerged as a contactless solution for businesses. Restaurants adopted them for digital menus, reducing the need for physical contact. Retailers used QR codes to facilitate contactless payments, enhancing customer safety. 

Traditional QR codes are static, i.e., they direct to a given URL and this can’t change after creation. However, dynamic QR codes offer greater flexibility and have become a formidable tool in the retail and events industry as a result. This article will explore dynamic QR codes, explaining how they work, how to use them and how they help businesses connect with their communities. 

What Is a Dynamic QR Code?

A dynamic QR code is similar to a regular QR code because it directs users to specific information or URLs. The difference lies in its flexibility. 

Unlike static QR codes, dynamic QR codes have a changeable destination URL. Businesses can alter the URL a QR code points to even after printing or sharing the code, providing a way to include evolving messaging to consumers.

For example, if a company wants to update the information relating to a campaign over time, it can easily do so with a dynamic QR code. Instead of reprinting new packaging with updated codes, they simply modify the destination URL linked to the code. 

How Does a Dynamic QR Code Work?

To put it simply, dynamic QR codes function through a two-step process:

1. The first URL, embedded in the code, points to a server or database.
2. From there, the server redirects the user to the current, dynamic URL set by the administrator.

A dynamic QR code is programmed to point to a fixed, static URL when scanned. Scanning it on your phone or device automatically opens that webpage, showing you the content.

However, this URL is essentially a redirect, taking users to a changeable second URL.This allows the “destination” URL to be changed without any alteration to the QR code. In contrast, static QR codes embed a single, unchangeable URL, meaning any modifications would require creating and distributing a new QR code.

Dynamic QR codes are valuable because of their simple yet effective mechanism. Companies can track and modify the code’s performance based on data analytics or business needs, ensuring it remains relevant long after its initial distribution.

Learn how to scan a QR code from a picture on your phone. 

Dynamic Vs Static QR Code: How Are They Different?

The difference between static and dynamic QR codes lies in their flexibility or lack thereof. 

Dynamic QR code

Dynamic QR codes provide greater flexibility because they do not embed the actual information or link directly within the code. Instead, they store a short URL or identifier that connects to an external server, redirecting the user to the desired content. 

The design allows the linked information to be easily updated, even after printing the QR code. Dynamic QR codes allow businesses to adapt the content associated with the code without generating a new code. 

While they may appear more complex than static QR codes, dynamic QR codes often have a cleaner, smaller pattern due to storing less data directly within the code. They also provide detailed analytics, tracking scans, locations, and device types. The data helps businesses optimize their marketing strategies.

Static QR code

Static QR codes store a single, fixed URL within the code, limiting their usefulness to situations where information remains constant, such as linking to a company’s homepage or contact details. They lack the analytics capabilities of dynamic ones and cannot be modified once printed or shared. Consequently, static QR codes are best suited for applications where content is unlikely to change and tracking data is unnecessary.

Fun Fact

Did you know QR codes can be more than just squares? There are now a variety of shapes to choose from, like hearts, stars, and circles. 

Advantages of Dynamic QR Codes

Dynamic QR codes offer several benefits over their static counterparts, especially for businesses. Here’s a closer look at the key advantages:

1. Adaptable Content
   Dynamic QR codes allow businesses to update the content they point to without reprinting materials. This flexibility benefits marketing campaigns, product launches, or any situation where information changes frequently.
2. Tracking and Analytics
   Every time a user scans a dynamic QR code, businesses can track various data points, such as the number of scans, the user’s location, and the type of device used. The information helps companies refine their marketing strategies and decide where to focus their efforts.
3. Smaller Code Size
   Dynamic QR codes use a shorter URL, resulting in a smaller, more compact code. They are easier to scan and appear more aesthetically pleasing on printed materials. A smaller code also reduces the likelihood of scanning issues, especially on packaging or other physical items.
4. Error Correction
   Static QR codes require complete replacement of the entire code if an error occurs during initial setup. Dynamic QR codes, however, can be corrected or updated whenever necessary, eliminating the need for costly reprints or redesigns.
5. Versatility
   Dynamic QR codes offer businesses a flexible way to give information to users: whether it’s fans attending a gig, a sneaker aficionado buying their latest pair or a visitor to the local coffee shop checking out the new seasonal menu. Their format is also versatile, as they can be printed on brochures or integrated into digital campaigns.

Explore how you can use QR Codes for online marketing.

What Are QR Codes Being Used For?

Dynamic QR codes find applications across various industries. Here are a few examples of how businesses leverage this technology.

• Retail – Retailers use dynamic QR codes on product packaging to provide customers with additional information, such as ingredient lists, usage instructions, or promotional offers.
• Restaurants – Many restaurants now use dynamic QR codes on their menus, allowing customers to view the menu, place orders, and pay for their meals digitally.
• Events – Event organizers are incorporating dynamic QR codes into tickets and promotional materials, making it easier for attendees to access event details, schedules, and updates.
• Healthcare – Dynamic QR codes allow patients to access medical records, appointment scheduling, and telehealth services easily.

Closing Thoughts

Dynamic QR codes offer businesses a flexible and efficient way to engage with online and offline customers. Their ability to be updated, tracked, and analyzed makes them an essential tool for modern marketing strategies. Whether used in retail, events, or healthcare, dynamic QR codes provide businesses with valuable tools to improve customer engagement and drive sales.