Farewell barcode: augmented QR Codes are transforming e-retail
In a world where product sales are increasingly conducted through digital channels and marketplaces, item coding is becoming a strategic priority—even though it is often initially overlooked. Whether for online or in-store products, barcodes play a crucial role in inventory management, traceability, and product identification.
With new requirements for transparency and compliance, such as the Digital Product Passport (DPP) and the Regulation on the eco-design of durable products (ESPR), the coding landscape is evolving. By the end of 2027, traditional barcodes will give way to "augmented" QR Codes.
Developed by GS1, these dynamic, data-rich QR Codes will transform every package into a gateway to detailed information and unprecedented digital experiences for consumers.
Originally, the GTIN Code
The GTIN (Global Trade Item Number) is currently the global standard for the unique identification of retail products, regardless of the distribution channel.
The code consists of 13 digits and is most often associated with the visible barcode on product packaging.
There are several types of GTIN depending on the sales region, for example:
The UPC (Universal Product Code) in North America,
The EAN (European Article Number) in Europe,
The JAN (Japanese Article Number) in Japan.
This GTIN is determined by several characteristics, such as:
The brand name,
The format (unit, lot, pack),
The composition, including net content (weight, volume),
The model, size, and color.
The GTIN allows products to be easily identified, thereby promoting traceability and reinforcing consumer confidence.
The retail sector, whether physical or online, is evolving rapidly, bringing with it a host of new challenges and prompting companies to adjust their practices. In response to these transformations and new regulatory requirements, GS1 is launching the augmented QR Code, intended to replace the traditional barcode.
The GS1 Augmented QR Code: Unlocking a World of Information
The augmented QR Code is far more than a simple GTIN code. It encapsulates a multitude of information—including batch numbers, expiration dates, marketing videos, nutritional details, and even interactive data for consumers. This evolution not only transforms product traceability but also enriches the customer experience. With a simple scan, users gain instant access to digital content. For brands, it represents an opportunity to communicate, reassure, and build loyalty in entirely new ways.
Enhancing Consumer Engagement with the Augmented QR Code
This revolutionary QR Code redefines the interaction between brands and their consumers. When scanned, users can access personalized information tailored to their needs, location, point of sale, or even the season. This direct and dynamic link between the product and the consumer empowers them to make informed decisions while strengthening their connection to the brand. Moreover, the information can be updated in real time without altering the packaging, ensuring a consistently current experience.
Improved Traceability with the Augmented QR Code
Throughout the supply chain, the augmented QR Code becomes an invaluable resource for product tracking. It provides a complete historical record—from manufacturing and transportation to sales and even repairs. With details such as expiration dates and batch numbers, it guarantees total transparency, simplifies recall management, and meets the ever-growing consumer demand for visibility.
Ensuring Regulatory Compliance with the Augmented QR Code
Say goodbye to the hassle of updating packaging information! The augmented QR Code enables brands to instantly comply with international regulations without modifying the packaging design. It updates in real time to provide consumers with the most current and compliant information, regardless of their location.
Protecting Your Brand with the Augmented QR Code
Authenticity has become a key issue. Thanks to enhanced traceability and unprecedented detail about product origins, the augmented QR Code plays a crucial role in combating counterfeiting. Each product becomes unique, verifiable, and transparent, ensuring consumer confidence in their purchases while bolstering the brand’s reputation. It is a mark of trust for your customers and a safeguard for your brand image.
source: GS1 France
How Does Product Coding Work Today?
Today, the barcode with the GTIN remains the most widely used method in the industry, particularly for inventory management and retail sales processes. This system is highly effective for managing inventories and online sales, yet it is limited by the amount of information it can contain.
This is where QR codes come into play. They are now enhancing the traditional system by enabling the storage of far more data. This advancement is particularly crucial given the explosion of marketplaces such as Amazon and the growing consumer demands for transparency and enriched experiences.
Augmented QR codes will become the norm within the next five years, but you can already generate augmented QR codes for your products easily in just a few clicks. Here’s how:
Choose or Import Your Product:
Use CodeOnline to select or import your product.Select Your Destination URL:
Choose the webpage you want your consumers to be directed to for each product.Download and Apply the Augmented QR Code:
Download the GS1 augmented QR code and affix it to your packaging.
In conclusion, product coding is a fundamental pillar of commerce and is undergoing a significant transformation. The next-generation barcode—the enhanced QR Code—is set to become the global standard. This enriched QR Code integrates extensive additional information along with the GTIN, offering direct access to diverse digital content. This technology is reshaping brand-consumer interactions, delivering more engaging and personalized experiences.
Prepare now to enter this new era of retail!
Head of Distribution
