How QR codes work and how to use them in your business

Building a customer database in offline locations has become one of the biggest challenges for retail brands, restaurants, service providers, and physical stores. One of the most effective ways to connect the physical and digital worlds today is through QR codes. Combined with 2way solutions, especially the Offline SMS Newsletter, they let you move a customer from a store, restaurant table, shop window or product package straight to a sign-up form, discount code or special offer.
One scan is all it takes for the phone number to land in your SMS database, where you can start high-conversion communication.

QR codes don’t just shorten the path to action. They remove friction: no typing URLs, no talking to staff, no need for a computer. That’s exactly why they’ve experienced rapid growth in the past few years.

In this article, you’ll learn how QR codes work, what they’re used for, how businesses apply them, how to use QR stickers and how to integrate QR into your marketing strategy so they actually drive sales and grow your customer database.

What a QR code is and why it became so popular

A QR code (Quick Response) is a two-dimensional barcode designed to store far more information than a traditional linear code. Instead of thick and thin stripes, it uses a grid of black and white modules arranged into a square pattern.

A QR code can store:

• a URL
  
  
• contact details
  
  
• text
  
  
• a product identifier
  
  
• a digital business card (vCard)
  
  
• instructions
  
  
• an app download link
  
  
• a campaign ID
  
  
• geolocation data
  
  

The main reason for the rise of QR codes is simple: smartphones can read them natively through the camera, without installing any additional app.
You point the camera at the code and the phone immediately suggests: “Open link”.

This makes QR a core tool for linking offline and online interactions.

How QR codes work: technical basics worth knowing

Even though scanning a QR code feels effortless to the user, the pattern behind it is built on a precise structure.

1. Modules - the black and white squares that form the code

Every QR code is made up of tiny square cells called modules. Each module represents one bit of information:
black = 1
white = 0

Depending on the version, a QR code can contain from 21×21 up to 177×177 modules.

A single QR code can hold thousands of characters, including numbers, letters and symbols. That’s why it can store phone numbers, URLs or blocks of text.
The larger the code, the more data it can encode.

2. Three positioning markers

In three corners of the code you’ll see large square markers. Their role is to:

• determine the orientation of the code
  
  
• enable scanning from different angles
  
  
• speed up the reading process
  
  

Thanks to these markers, the scanner doesn’t have to “search” for where the pattern begins.

3. Timing patterns

These are lines running through the center of the code. They help:

• define the size of the modules
  
  
• keep proportions during the scan
  
  
• stabilize reading in poor lighting conditions
  
  

4. Data and error correction

QR codes use the Reed-Solomon error correction algorithm, which allows the scanner to recover data even when:

• part of the code is dirty
  
  
• the surface is scratched or damaged
  
  
• the sticker is partially worn off
  
  

Error correction levels can compensate for up to 30% of the code’s area. This is one of the key advantages of QR over other barcode formats.

5. Quiet zone

This is the blank space surrounding the code. Without it, the scanner may struggle to read the pattern.
If you’re designing or printing your own QR codes, always leave enough clear space around the edges.

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What QR codes are used for

QR codes are used across almost every industry. Their biggest advantage is that they let users take action without typing a URL or entering any data manually.

The most common uses include:

• opening a website
  
  
• downloading an app
  
  
• viewing a restaurant menu
  
  
• claiming a discount coupon
  
  
• signing up for an SMS newsletter
  
  
• making a mobile payment
  
  
• opening a digital business card (vCard)
  
  
• accessing instructions
  
  
• downloading training materials
  
  
• viewing product details
  
  
• verifying authenticity
  
  

In marketing and sales, QR codes have become one of the simplest ways to shorten the customer path and trigger instant actions.

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QR codes in marketing - why they work so well

When a user sees a QR code, they simply raise their phone and scan it. The whole process is instant: no searching for the brand’s website, no navigating through menus, no clicking ads.

This removes most of the friction along the conversion path.

That’s why QR codes work perfectly for:

• promotional campaigns
  
  
• limited-time discounts
  
  
• loyalty programs
  
  
• SMS list building
  
  
• outdoor and print ads
  
  
• physical product sales
  
  
• PR activations, events and trade shows
  
  

QR codes have another major advantage: they are fully measurable. Every scan is a clear data point that you can attribute to a specific location, campaign or asset.

QR stickers - the easiest way to connect offline and online

QR stickers are one of the most versatile carriers because you can place them almost anywhere: on a product, on a table, at the entrance, on a flyer, on packaging or next to the cash register.

A well-designed QR sticker should:

• have strong contrast
  
  
• include a proper quiet zone
  
  
• be weather-resistant (vinyl films, laminates)
  
  
• be at least 2×2 cm in size
  
  
• be printed in high resolution or as a vector
  
  

QR stickers also work great for short-term campaigns, since they can be printed quickly, in small batches, and added to existing materials.

How businesses use QR codes: concrete, practical examples

QR codes have become a natural way for many companies to connect offline and online experiences. In restaurants, they’re most often placed on tables. A quick scan takes guests to the current menu or an SMS newsletter sign-up form where they can get a discount for their next visit. It’s fast, contactless and lets owners update the menu at any time. Guests can access the menu and complete payments easily, which improves the overall experience. More and more restaurants also use QR codes as an entry point for promotions: customers scan a sticker at the entrance and the system automatically sends a discount code by SMS.

In physical retail, QR codes support both information and sales. A code placed on a shelf leads to the product page, extended description, video or reviews. Many brands link QR codes directly to coupons or landing pages where customers can join the SMS database and instantly receive a discount. Fashion retailers use QR codes on tags as well. One scan lets shoppers check available sizes, colors or even verify product authenticity. QR codes can also share contact details that users can save with one tap, helping brands digitize offline interactions.

Events and trade shows are another space where QR codes have become the default. Instead of printing catalogs and brochures, organizers add a QR code to the booth or roll-up. Visitors scan it and receive all materials in digital form. Organizers also use QR codes to capture leads: attendees scan the code, enter their phone number and are instantly added to the contact database.

In the beauty industry, QR codes can link to at-home care instructions, contraindication lists, treatment offers or galleries of results. Salons increasingly use them for SMS notifications about new openings or promotions. Clients can sign up directly from the waiting area, without downloading an app or speaking to staff.

In cultural and educational spaces, QR codes act as guides. Museums place them next to exhibits so visitors can launch audio guides or read extended descriptions. Teachers use QR codes to share additional resources. Students scan a code from the board and instantly access a video, quiz or definition.

Logistics and manufacturing companies use QR codes to identify goods, label equipment and share safety instructions. One scan replaces searching through systems, speeding up warehouse and production workflows. QR codes also support shipment tracking at every stage, improving operational visibility.

Across all these industries, QR codes play the same role: they shorten the path to information and let users complete actions in a fraction of a second. For businesses, they are one of the simplest and most reliable technologies for supporting sales, customer service and communication.

How 2way enables businesses to use QR codes effectively

QR codes are everywhere, but it’s the connection with the 2way ecosystem that turns them into a real, measurable acquisition channel.

1. Offline SMS Newsletter - QR as the main lead capture source

In this setup, the QR code acts as a digital entry point to your customer database.

How it works:

• the customer scans the QR code
  
  
• they land on a sign-up page
  
  
• they enter their phone number
  
  
• they receive a confirmation or a discount code
  
  
• the sign-up appears instantly in your 2way dashboard
  
  

This lets you:

• grow your SMS database in physical stores
  
  
• capture leads at events
  
  
• boost in-store sales
  
  
• activate SMS coupons, keywords and landing pages
  
  

2. SMS coupons activated via QR code

QR codes can direct users to:

• a single-use coupon
  
  
• a pool of unique, time-limited codes
  
  
• codes assigned to a specific offline campaign
  
  

Ideal for:

• weekend promotions
  
  
• seasonal sales
  
  
• marketing activations
  
  

3. Per-location landing pages 

A QR code can lead to a different landing page depending on where it’s placed.

Examples:

• one QR code at the checkout
  
  
• another at the entrance
  
  
• another in the printed catalog
  
  

2way records exactly which code generated the lead, giving you full attribution and measurable performance.

Why the combination of QR codes and SMS marketing works best

A QR code handles the first step: it moves the user straight to the form. SMS covers everything that follows: communication, offers, sales and retention.

The data is clear:

• 97% of SMS messages are read
  
  
• 69% of recipients open an SMS within 5 minutes
  
  
• CTR reaches up to 11%
  
  

Email can’t match this performance, and social media doesn’t guarantee reach.

That’s why brands using the QR → SMS flow (for example through 2way) see:

• faster database growth
  
  
• higher promotional sales
  
  
• stronger retention
  
  
• more repeatable campaign performance
  
  

QR codes in business - the simplest path from offline to online

QR codes have become one of the easiest ways to connect physical customer touchpoints with online experiences. Their structure - built on two-dimensional barcodes, modules, error correction and native smartphone scanning - makes them reliable and accessible to anyone. They can carry a large amount of information and require only one gesture from the user: pointing the camera at the pattern.

For businesses, this means massive flexibility. A QR code can be placed on product packaging, a restaurant table, a flyer, a shop window or event materials. It always works the same way: it quickly takes users to content that helps them decide or complete an action. It can open a menu, instructions, a sign-up form, a discount coupon or a product page. With QR stickers, implementation is inexpensive, fast and accessible even for small businesses.

In practice, the power of QR codes comes from their simplicity and instant response. They shorten the customer path to the minimum and make every scan measurable, giving marketers full visibility into offline performance. Brands can see exactly which placements drive the most traffic, which assets work best and which activations convert into online actions.

For companies looking to grow their contact base, increase sales and streamline communication, QR codes offer a low-cost, high-impact solution. When combined with a well-designed post-scan flow - such as a coupon activation, landing page or SMS newsletter opt-in - they become a tool that genuinely supports business growth.

If you want to use QR codes in your marketing strategy or build a process that actually grows your customer database, talk to the 2way team. We’ll help you choose the right setup for your business and show you how to implement it seamlessly in your daily operations.

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