Why Smart Brands Are Upgrading to Laava Smart QR

QR codes are now everywhere — a substantial 96% of businesses anticipate broader adoption of dynamic QR codes within the next five years, underscoring their growing importance in business strategies. From product packaging to shelf signage and post-sale engagement, they’ve become a familiar part of how brands connect with customers.

But familiarity doesn’t equal effectiveness — and most QR codes are still doing very little.

They link to static web pages. Brands are not tracking how many times a QR code is scanned, where, and by whom. They’re easy to counterfeit. And once they’re printed, they’re completely out of your control.

In short, they’re not built for the real needs of modern businesses. An interesting fact about QR codes: they were developed in 1994. The original purpose of QR codes was to streamline and improve the tracking of automotive parts within trusted, enclosed manufacturing environments. They've been repurposed, but the underlying tech of standard QR codes hasn't changed much in the last 30 years!

The good news is, if you're already using QR codes, you're halfway there. But to unlock real value — for your customers, your brand, and your supply chain — you need to make your QR smart.

The Problem with Basic QR Codes

Basic QR codes are essentially just printed links. And once printed, they:

• Cannot be changed
  
  
• Can be easily copied or cloned
  
  
• Offer no security or verification
  
  
• Deliver limited analytics or business insight
  
  
• The majority lead to generic, one-size-fits-all web pages or are a nightmare to maintain
  
  
• Provide no visibility into consumer or supply chain interaction
  
  

For most brands, that means the QR code becomes a dead-end and takes up precious real estate on the packaging that is mostly ignored. Worse, if that code is cloned or misused, it could damage customer trust, redirect traffic to malicious content, or allow counterfeiters to replicate your packaging.

Enter Laava Smart QR: The QR Code Reinvented for Trust and Scale

Laava Smart QR is a drop-in replacement for your existing QR — but it transforms that code into a secure, intelligent, dynamic platform that you control.

It is:

• Secure — Every code is individually generated and protected by Laava’s cloud infrastructure, with optional anti-copy layer via Laava Invisiprint®
  
  
• Dynamic — You can change destination content including: languages, special offers, promotions at any time, based on region, time, supply chain stage, or scan rules
  
  
• Trackable — Every scan generates rich data, including geolocation, scan time, and device insights down to an item level
  
  
• Personalized QR Codes — The scan experience can be customised to match your product, campaign, or compliance messaging
  
  
• Compatible — It works with your existing label design, conventional printing process, and consumer behaviour
  
  

You don’t need to redesign your packaging. You don’t need special inks or new hardware. And your customers don’t need to do anything differently. We can integrate with existing QR codes on your packaging without any process changes and ensure your brand is compliant with GS1 Digital Link standards.

What Makes Laava Smart QR Different?

“A basic QR code is a blunt instrument. It gives you one chance to connect with your customer, and you lose control the moment it’s printed.
Laava Smart QR gives you real-time control, visibility and security — with none of the friction.”
— Perry Everett, Chief Product Officer, Laava

Built for Real-World Impact

Many Laava customers started their journey with standard QR codes. What changed when they upgraded to Laava Smart QR?

• 90% of customers who switched to Smart QR codes detected and shut down at least 3 counterfeit attempts in the first month
  
  
• Customers were able to pinpoint instances of counterfeiting and differentiate between individual counterfeiters and industrial counterfeit production lines
  
  
• They had access to measured scanning for each SKU, highlighting opportunities for deeper engagement and future marketing campaigns
  
  
• Customers met compliance obligations for upcoming regulations such as the Digital Product Passport in Europe
  
  
• They provided consumers with trusted, brand-first experiences at point of scan — increasing confidence in the product and driving down returns
  
  
• They gained insights into who was purchasing their products and where — data previously hidden behind complex distribution and retail networks
  
  

Some customers, operating in high-value export markets, have deployed Laava Smart QR in as little as five days — without changing their label design or production schedule. With Invisiprint added for enhanced security, they now detect in-market tampering attempts in real time.

Ready for DPP, GS1, and Sunrise 2027

Governments, retailers, and regulators around the world are moving rapidly toward product digitisation and serialization at scale. Laava Smart QR is already helping brands meet the requirements of major upcoming initiatives:

• Digital Product Passport (DPP) – Enables brands to store and display item-level product information, including sustainability, origin, and compliance data — a strong foundation for future DPP implementations.
  
  
• GS1 Digital Link Compliant – Fully adheres to GS1 standards, ensuring seamless integration into global supply chains, retail systems, and scanning infrastructure.
  
  
• Sunrise 2027 Ready – Supports the industry’s shift toward 2D barcodes per GS1’s Sunrise 2027 initiative, helping future-proof your packaging with a code that does more.
  
  

These changes are coming. Forward-looking brands are already upgrading their QR infrastructure to stay ahead of both risk and regulation — and Laava Smart QR is built to meet these standards today.

Why Now?

Consumer expectations are rising. So are compliance requirements. Regulators, retailers, and customers alike want transparency and trust. Brands can’t afford to miss the opportunity to turn every scan into something meaningful.

Laava Smart QR is not just a marketing tool. It’s a proven technology used by global brands to:

• Protect products and IP
  
  
• Engage consumers with personalised content
  
  
• Activate real-time insights across supply chains
  
  
• Ensure compliance in regulated markets
  
  
• Strengthen trust at every touchpoint
  
  

Start Smarter, Today

If you’re already printing QR codes, you’re already halfway there. Upgrading to Laava Smart QR gives you the security, intelligence, and scale you need — without disruption.

• Works with your conventional packaging and production setup
  
  
• Requires no new inks or hardware
  
  
• Deployed in days, not weeks
  
  
• Trusted by global brands across all industries