Benjamin Claeys is CEO of QR TIGER, MENU TIGER and GiftLips. He also hosts Stay QRious, a podcast about QR code best practices.
Barcodes have been a staple of commerce since the first UPC barcode was scanned back in 1974. It was a different time then, but it continues to make the shopping experiences of many as convenient as it can.
Despite the effectiveness of the traditional one-dimensional barcode, businesses and consumers are pushing for better traceability, richer product information and smarter supply chains.
But is there really something in the current system that needs to be improved? The answer to that question is yes, and it’s quite a lot.
Comparison Of GS1 Digital Link Codes: 1D Vs. 2D
While the most recognizable 1D barcodes were the Universal Product Code (UPC) and European Article Number (EAN) barcodes, others also exist, like the GS1-128 and the DataBar.
Why are they called one-dimensional barcodes? The answer lies in how information is encoded into them. 1D barcodes, also known as linear barcodes, use vertical lines and spaces to store data in a horizontal line.
In time, a new kind of barcode would emerge: the 2D barcode. This newer technology stores information in the form of two-dimensional shapes like dots, squares and even rectangles, which store even more data than their one-dimensional counterparts.
Pitfalls Of 1D Barcode Answerable By 2D Innovation
Despite the convenience they brought to many industries like retail and manufacturing, 1D barcodes just don’t store that much data, which led to challenges when more complex data storage was needed. Many products had to be labeled with multiple barcodes just so all relevant information was available to scan, which resulted in longer scanning times and a slower production process.
Additionally, 1D barcodes had to be scanned from the same direction since information was encoded in a horizontal line, and workers had to orient the scanner or the product the right way to get a scan.
2D barcodes, on the other hand, are more powerful than their one-dimensional relatives because they can hold significant amounts of data. Even the first 2D barcode, the Code 49, could store up to 49 characters per row. This increased data capacity also allows 2D barcodes to support more advanced encoding and store enough information in multiple languages.
Some 2D barcode types, like the QR code, also have unique shapes or indicators, allowing them to be scanned from any direction, speeding up the scanning process and saving production precious time.
Another upgrade 2D barcodes make is their reliability. With their matrix of squares, 2D barcodes can resist wear and tear for longer. 2D barcodes can also be scanned from a farther distance, making them more convenient to scan.
Companies That Have Proven That The 2D Barcode Is The Next Big Thing
Since the introduction of native QR code scanning in smartphones, 2D barcodes have become the preferred method of sharing information.
We can see it in the use of QR codes for contactless payments from apps like Cash App and PayPal. Many brands, such as McDonald’s and Coinbase, maximized it in advertisements and promotions, creating an engaging form of marketing that rewards consumers.
All of this is being taken a step further by GS1 thanks to its GS1 Digital Link. By connecting product information to the Internet, brands can now share more valuable information with consumers in a way that integrates easily with current and future web infrastructure.
The means of creating GS1 barcodes for retail is already available to all, but several big companies have already taken to this new tech and introduced their own applications of it.
For example, at the GS1 Global Forum in 2023, PepsiCo discussed the many opportunities the Digital Link will open for consumer engagement applications, like sharing dynamic product information and loyalty reward programs.
In the same event, Carrefour, one of the world’s major retailers, shared its plans to adopt GS1 Digital Link in its systems.
PUMA is another major brand that has seen the opportunities presented by the GS1 Digital Link. In fact, they’ve even replaced 1D barcodes in their North American points-of-sale with 2D ones.
World-famous brands aren’t the only ones taking part in this shift. Smaller businesses like Ship Bottom Brewery have released sales data that demonstrates the benefits of using the GS1 Digital Link in their pilot test.
The Wegmans grocery chain has also improved the customer experience by using the GS1 Digital Link. Thanks to the infinite possibilities of 2D barcodes, the brand is able to connect with its customers and let them in on everything they want to know about the goods they’re buying, as well as promote transparency and food safety.
Look Ahead And Welcome Sunrise 2027
With all of these brands seeing the potential of a standardized method of using 2D barcodes, the support for the transition has grown stronger over the past few years. Many have already begun implementing the Digital Link to their systems.
Known as Sunrise 2027, this industry-led initiative aims to eventually replace the 1D barcodes we all know and love with new GS1 Digital Links embedded in QR codes to standardize product information on a global scale while supporting regulations like the Digital Product Passport and sustainability initiatives.
Naturally, it’s impossible to incorporate the new technology in the span of a year. But Gena Morgan, the Vice President of Global Standards at GS1 US, has emphasized the active cooperation of different industries worldwide.
In fact, pilots are active in 48 countries, covering 88% of Global GDP. The shift includes that of U.S. pharmaceuticals, where GS1 DataMatrix is already required under the FDA’s DSCSA to improve traceability. This shows that if adjustments are to be made now, this gradual shift will offer earlier gains in efficiency, traceability and digital engagement even before 2027.
The GS1 Digital Link has proven itself to be an effective tool in bringing transparency and traceability to consumers. With resources from GS1, businesses of all shapes and sizes can be ready for the change even before the coming dawn. There really is no reason to start later, so why not start now?
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