Some brands believe that scan rates of QR codes are too low for them to become widely accepted. Some producers even can read this from the codes they add to their packaging today. They therefore hesitate to introduce necessary changes to their production process in order to apply dynamic 2D codes on their packaging in line. The question is: why would they?

Most QR codes today are static. They offer generic information like a website and therefore are not compelling enough to spark consumer engagement. So the simple truth is: It’s no surprise scan rates are low! The incentive is simply not big enough. But this changes completely when you shift from pre-printed static QR codes to dynamic, batch-specific 2D codes generated in the production line – like those based on the GS1 Digital Link standard.

Why Variable Data Will Make the Decisive Difference

Real-Time Batch Tracking & Retail Automation

  • A recalled product? Automatically flagged at checkout or in the warehouse.
  • An expired item? The register prevents it from being sold.
  • A product close to expiration? Instant discount without manual intervention.

Better Consumer Engagement - Because There’s More to Engage With

  • Consumers don’t scan generic QR codes because they don’t offer enough value.
  • A batch-specific code, however, provides real-time freshness, sourcing details, allergen alerts, or authenticity verification.
  • This creates trust and transparency - which in turn drives engagement.

Unmatched Data & Insights for Producers and Retailers

  • Instead of just seeing that “some” people scanned a QR code, you’ll know which batch was scanned, where, and when.
  • This data improves demand forecasting, supply chain efficiency, and consumer targeting.

How to Drive More Scans & Maximize Value

Even with dynamic 2D codes, visibility is key. To make sure your customers and retailers take full advantage, you should:

  • Use clear Calls to Action – A QR code alone isn’t enough. Phrases like “Scan to check freshness” or “Verify authenticity” as well as visual highlighting make a difference.
  • Improve placement – Make the code easy to find, near expiration dates or key product information.
  • Offer incentives – Discounted products, loyalty points, or exclusive content encourage scanning.

The Bottom Line

Low scan rates aren’t a reason to reject 2D codes - they’re a sign that today’s static codes aren’t offering enough value. Dynamic, batch-specific codes change the equation by improving supply chain efficiency, increasing consumer engagement, and providing better business intelligence. 

The potential of dynamic 2D codes goes even further. When each item carries a unique identifier for the packaging - like a PET bottle with its own individual code - it becomes possible to add real value to returnable packaging. In a real-world use case with Coca-Cola, we’ve already proven how this can work: scanning the code instantly assigns deposit value and enables to track reuse cycles. Suddenly, a simple code isn’t just a marketing tool - it’s a key to sustainability and smarter resource management!

So, if we’re being very precise: soon, 100% of the 2D codes will be scanned. At the checkout or return, that is! The moment retailers and consumers start using them for transactions, scanning will be a certainty, not an option. The question isn’t whether to adopt 2D codes, but how to maximize their value now.

Now is the time to move beyond static QR codes and unlock the real power of 2D codes on consumer goods by applying them in line.

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