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For any business using QR codes, it makes sense to work with a specialist provider. A professional partner can ensure you’re making the most of the technology, as well as providing centralised management and helping to protect your reputation with reliable, brand-friendly codes.
Not all QR code providers are alike, however. There are numerous services to choose from, with different services and specialisms – and different prices. Here are the key points to consider, to help you make the right choice.
Dynamic codes use back-end redirection. That means they can be updated after printing to point to a different destination, perhaps when a promotion ends. Alternatively, visitors can be automatically taken to different pages according to variables such as their reported geographical location or mobile phone platform, to ensure that each person sees the content that’s most appropriate for them.
Most QR providers offer dynamic codes as part of their standard service – big names include Bitly, Unitag, Uniqode and QR Code Tiger. However, if you use a free tool such as Canva or the Google Chrome browser, this feature won’t be available, unless you implement it yourself.
It’s also important to check whether your dynamic codes can be migrated away from the provider, should you choose to move to a different partner: Unitag.io is one provider that supports this, but others may not.
As well as ensuring visitors reach the right destination, QR providers can log who’s scanning your codes, along with other useful analytic data. For example, this allows you to track which codes are performing best and even when people are most likely to scan.
Again, basic code-generation tools often fall down here: you’ll get no analytic data at all if you’re using Canva or Chrome. However, QRStuff is one free option that does record basic information about the number of scans registered; Bitly and Hovercode will also track traffic, but not much more than that.
For a full breakdown, you’ll want to look to market-leading providers such as Bluebite, Flowcode, Unitag or Uniqode.
All QR codes have a standard, recognisable design. This helps your audience immediately recognise them, and know what to do with them, but it doesn’t exactly reinforce your brand.
Market-leading QR partners can help here, giving you the maximum control over your QR codes. Bluebite and Uniqode support custom branded designs, while Unitag includes the ability to choose the colour of your codes, and even to insert text and calls to action, as well as brand logos.
Other providers give you more limited customisation options. Bitly offers a few choices of style and colour, but has no facility for inserting your own branding. In Canva, conversely, you can edit your QR code as much as you like using its built-in tools, but there’s no way to create a standard template for all the codes you generate.
You might not think security is an issue with QR codes – but if you’re storing information about your visitors, you need to ensure you’re following the appropriate regulations.
Bluebite, Flowcode, Unitag and Uniqode all guarantee GDPR compliance as part of their tracking solutions; Bluebite also offers role-based management, so that larger organisations can restrict who has access to create codes, change settings and access analytic information.
Don’t forget the more nebulous issues of brand safety and reputation management, either. As well as taking care of your data, providers such as Unitag can offer best-practice recommendations for preventing “QR-jacking” (where attackers stick their own codes on top of yours), along with advice on building visitor confidence in the code and your brand.
QR are used in a wide range of scenarios, and some providers specialise in particular applications. For example, Bluebite is particularly geared up to help with product-to-digital journeys at retail; Unitag and Uniqode also have a focus on retail packaging, along with experience of multilingual campaigns. Flowcode has expertise with HIPAA-compliant applications, while QR Code Dynamic targets small businesses and events.
You shouldn’t necessarily base your choice of QR provider solely on their specialism, however. Professional partners such as Unitag and Uniqode can offer a bespoke service and will work with you to achieve your goals in any sector.
As well as industry specialisations, many QR providers have their own particular selling points. In some cases, that’s simply the fact that they’re free – although, as we’ve noted, this often comes with limitations.
More high-end solutions might excel at bulk tag creation and large-scale management – these are strong points for Bluebite and QR Code Tiger, while Bitly and Scanova focus instead on quick and easy code generation and analytics.
When it comes to branding, Unitag is a leading provider, delivering visual integrations that let you create and share QR codes that feel like an organic part of your brand. Flowcode is another choice to consider for those who are focused on presentation, offering artist-designed templates tailored for different media.
No one likes to waste money, and the appeal of a free or low-cost QR provider is very understandable. As so often in business, though, it could be a false economy: a successful QR campaign can extend your reach and grow engagement with potential customers. Perhaps even more important, it can bring in actionable data, revealing opportunities for growth that you might never discover if you stick to simple, free QR tools.
That doesn’t necessarily mean you should choose the most expensive option. Each provider has its own pricing model, and you may be able to find the perfect QR solution for a very reasonable price. The key is to understand what you need, and focus on partners who can meet your requirements – without wasting money on unnecessary specialisms and services.
When comparing options, it’s important to take into account the price per QR code, as this can vary significantly between providers even when their headline prices seem similar.
It’s always worth contacting providers before making a commitment, to discuss what they can offer you. You may find that they’re able to make particular accommodations to better serve your business – and an up-front conversation is also a great way to get a sense of the service you can expect after you sign up.
