One commentary (from SXSW) calls QR codes one of those tech trends that just won't die but hasn't yet reached its full potential. I have to agree.
billboards, in ads, often on grocery labels and even on produce tags. One of the most applauded campaigns is Macy's BackStage Pass, which brings consumers to proprietary videos and other content when they scan QR codes in a Macy's store.
Still, not many consumers currently use their smartphones to scan product labels, according to research. Yet the Macy's experience shows that QR codes can be useful if they lead consumers to details not easily accessed in other ways, especially when content is optimized for mobile users (meaning: easy to read on small screens).
In the near term, QR will stick around because other technologies (like near field communications) aren't quite there yet. And QR may very well develop other functionality and become a gateway to other information or activities available to smartphone users. Let's see what happens in 2013.