Both NFC and QR codes take a customer straight to your Google review page, and both are far better than asking people to search for you. NFC is quicker when the customer is close by, because they just tap their phone. A QR code works on every smartphone and can be scanned from a distance, which makes it the better choice for posters and windows. Many businesses end up using both.
We sell NFC products, so we have an interest here. We've tried to keep this comparison fair.
How each one works
An NFC card, sticker or stand has a tiny chip inside that stores your review link. When a customer holds their phone within a couple of centimetres of it, the phone reads the link and opens it. There's no app to open and nothing to line up.
A QR code is a printed square pattern that holds the same link. The customer opens their camera app, points it at the code, waits for it to focus and then taps the link that pops up. On most phones made in the last few years this takes a few seconds and doesn't need a separate app either.
Side by side
| NFC | QR code | |
|---|---|---|
| What the customer does | Holds phone against it | Opens camera, points, taps the link |
| Phones it works on | Most phones, iPhone XS onwards automatically; Android needs NFC switched on | Any smartphone with a camera |
| Distance | A couple of centimetres | Up to a metre or more, depending on size |
| Poor light | Works fine | Can struggle |
| Best for | Cards handed over, counters, tables | Posters, windows, menus, receipts, emails |
| Cost | A card, sticker or stand with a chip | Free to make; you pay for printing |
When NFC is the better choice
NFC suits moments where the customer is right in front of you. A server can hold out a card with the bill, a hairdresser can hand one over at the mirror, and a stand next to the card machine is within easy reach while someone pays. In those moments, asking someone to tap is easier than asking them to open their camera and scan. People are also used to tapping their phone to pay, so the action feels familiar.
It also helps that NFC doesn't depend on the lighting or the print quality. A QR code on a dim restaurant table or a scratched sticker can take a few attempts, and some people give up after the first one.
When a QR code is the better choice
QR codes win wherever the customer is further away or isn't holding anything you've given them. A code in a shop window, on a poster by the door, at the bottom of a menu or printed on a receipt can be scanned from where the customer is standing. QR codes are also the only option on paper you post or hand out in bulk, like flyers, invoices and thank-you cards, and in emails, where NFC obviously can't work.
They also cover the small number of customers whose phones don't have NFC, or who have it switched off.
Using both
A sensible setup for a lot of businesses is NFC where staff and customers meet, and QR codes everywhere else. For example, a café might have a review stand by the till, a QR code on the menu, and the review link in its order confirmation emails. A tradesperson might hand over a review card at the end of the job and put a QR code on the invoice.
How to get your QR code
Google will make one for you. Open your Business Profile on Google, choose the option to ask for reviews, and Google shows you a short review link and a QR code you can download. It's free, and it's the same link we program onto our cards and stands.
Our take
If you only buy one thing for your counter or your staff, we'd go with NFC, because tapping is quicker in person and that's where most reviews get asked for. We'd still put a free QR code on your menu, receipts and emails. Our Google review cards and Google review stands come programmed with your review link, so they're ready to use when they arrive.
Common questions
Is NFC safe for customers to tap?
Yes. The chip only holds a web link, the same link you'd put in a QR code. The customer's phone shows them the Google page it's opening, and nothing is installed or taken from the phone.
Do iPhones need an app to read NFC?
No. iPhone XS and later read NFC tags on their own when the screen is unlocked. Older models from the iPhone 7 onwards can use the NFC Tag Reader button in Control Centre.
Do QR codes expire?
A QR code that holds your Google review link directly doesn't expire. Codes made with some online generators send customers through the generator's own website first, and those can stop working if you stop paying for the service, so it's safer to use the code Google gives you.