Work

How in-store QR codes shape the in-store customer experience

Year: 2026

Type: article

Abstract: Retailers are introducing new technologies into brick-and-mortar (B&M) stores to enhance the in-store customer experience (ISCX). In fashion retail, quick response (QR) codes provide customers with online content and are becoming more prevalent due to emerging global recommendations and European Union (EU) regulations. However, an in-depth understanding of how QR codes shape the ISCX and its four dimensions (cognitive, affective, social, and physical) is lacking. This qualitative study explores informative, inspirational, and inquisitive QR codes in a Finnish fashion store. Customer interviews revealed that QR codes shape the ISCX through ten distinct roles: curiosity provokers, information providers, annoyers, excluders, social avoidance enablers, social disturbers, comfort determinants, harmony determinants, vitality stimulants, and brand interaction enablers. This study also identifies the perceived influences of these roles on ISCX dimensions and proposes a new participatory dimension of ISCX. The study provides recommendations for retailers’ QR code use, including content, placement, and implementation.

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2026.116388

Authors: Matilda Holkkola, Tiina Kemppainen, Tiina Kaleton, Markus Makkonen, Lauri Frank

Institutions: University of Jyväskylä, Tampere University, University of Tampere

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $4,440

Funder: Business Finland