How Do QR Codes Enhance Customer Experience? Omnichannel Customer Experiences in a Brick-and-Mortar Fashion Store

In this qualitative study, we investigate how customers perceive QR codes enhancing their customer experience (CX) in the brick-and-mortar (B&M) store environment. Introducing QR codes to B&M stores is a part of the larger phenomenon of retailers creating omnichannel CXs by utilizing digital and cyber-physical elements in B&M stores. To collect data from real customers’ CXs, we displayed QR codes in a Finnish fashion brand’s B&M store and interviewed customers who had authentically visited the store. The QR codes displayed in the store were linked to a product information page on the brand’s online store, a brand ambassador’s Instagram posts, and an online survey. The data consist of 15 individual semi-structured thematic interviews of customers aged under 50 years. By conducting qualitative content analysis, we found six main advantages (i.e., interestingness, informativeness, usability, attractiveness, interaction, and innovativeness) and 14 subgroups of QR codes’ advantages in enhancing the CX.