The Essential Data to Include in a QR Code Powered by GS1: A Comprehensive Guide
Are You Ready to Say Goodbye to Linear Barcodes?
If you’re a brand looking to stay ahead of the curve, it’s time to start thinking about how you will manage the global migration to 2D codes.?
Global standards organisation GS1 is working with manufacturers and retailers for the acceptance of 2D codes at retailer point-of-sale (POS) systems. While the shift to 2D codes is not mandatory, this change represents a significant opportunity for brands that shouldn’t be missed.?
What’s the benefit of a 2D code over a linear barcode??
Besides freeing up label space for innovative packaging designs and consumer marketing material, brands using 2D codes can embrace additional data capabilities to provide product information, improve supply chain management, and enhance customer engagement.?
GS1 has developed a new standard to help brands prepare for the global migration to 2D codes at the POS – known as QR codes powered by GS1, previously the GS1 Digital Link. The new standard makes it possible to add a GS1 identifier to a web address URL contained within 2D codes as structured data.?
The value to brands and consumers comes from the GS1 identifiers contained within the URL, such as the Global Trade Item Number (GTIN), which act as links to digital content. While standard QR codes link to one static webpage, the GS1 identifiers can be used to connect people to multiple different web addresses depending on the device or application used to scan the code.
In this way, QR codes powered by GS1 provide multiple benefits to brands and consumers via a single code, providing data-sharing capabilities in everything from shipping and logistics to aftersales support, consumer marketing, and end-of-life management.
The Key Elements of a QR code powered by GS1?
Global Trade Item Number (GTIN)
The GTIN is the first and most important attribute of a QR code for use at the point-of-sale. The GTIN is the data element that allows for price look-up and the characteristic ‘beep’ at the POS. ?
Uniform Resource Locator (URL)?
The thing that sets a GS1-enabled QR code apart from a standard linear barcode is the addition of a URL, which allows the GS1 identifiers (such as the GTIN) to link to online experiences. Brands can use the URL in the same way they would a traditional QR code to provide brand-controlled product information for users, including:
The information contained within a GTIN is static and will be the same between different batches of products. However, the content available at the URL is dynamic and can be updated over the life of a product.
Batch, lot, or expiration data?
Including batch information within the target URL of a QR code allows brands to update and adjust content for each batch – a significant departure from the traditional practice of relying on a product’s packaging to communicate all information.?
In the event of a product issue or recall, the information can be updated to include a recall announcement – accessible to consumers and everyone involved within the product’s supply chain. Brands can also input additional expiration-related data to facilitate stock rotation and dynamic pricing at the POS to incentivise purchasing and help reduce food waste.
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Serial number
At its most granular, brands can individually identify each product using a unique serial number within the QR code.
Serial numbers can facilitate product lifetime traceability and provide greater insight into how products move through supply chains. This increased product visibility can help brands identify instances of product divergence and leakage and run their supply chains more efficiently.
Serial numbers are also essential in gaining additional consumer insight, as brands can access information on the number of products bought (and scanned) or where products may be scanned by a consumer without being purchased.
Finally, serialised QR codes powered by GS1 can allow for enhanced consumer interaction, with the potential to tie individual products back to POS data. Brands can use these codes to provide consumers access to personalised or product-specific information, communications, and experiences based on individual consumer interactions.??
Getting started with QR codes powered by GS1?
GS1’s new standard for QR codes offers excellent flexibility, allowing brands to create and use codes according to their needs. The minimum requirement is a GTIN to enable a code to be used at the POS, with the possibility of adding further levels of granularity if needed.?
The more granular the product information, the more brands and consumers benefit. However, adding variable data may require additional implementation work. Brands need to consider what they want to achieve early on and ensure they build in the functionality from the start rather than trying to change a system later.
Those wanting to explore additional benefits by including variable data within QR codes should create an implementation plan and engage with suppliers and partners to discuss requirements and create content. GS1 provides support and information, including guidance on?creating QR codes powered by GS1.?
Brands must also ensure that their production lines are equipped with high-speed variable data printing equipment and machine vision systems to ensure that codes are scannable, and all information is correct.?
As a trusted global variable data printing solutions provider, Domino is ready to engage with any brand looking to explore the value of QR codes.
To learn more about the brand value of adding QR codes to your product packaging, please register for our upcoming LinkedIn Live: Smart Packaging with 2D Codes: what do brands need to know?
About Domino:
Since 1978, Domino Printing Sciences (Domino) has established a global reputation for the development and manufacture of coding, marking, and printing technologies, as well as its worldwide aftermarket products and customer services. Today, Domino offers one of the most comprehensive portfolios of complete end-to-end coding solutions designed to satisfy the compliance and productivity requirements of manufacturers across many sectors, including food, beverage, pharmaceutical, and industrial. The company’s core technologies include innovative inkjet, laser, print and apply, and thermal transfer overprinting systems designed for the application of variable data, barcodes, and unique traceability codes onto product and packaging.
Domino employs over 3,000 people worldwide and sells to more than 120 countries through a global network of 29 subsidiary offices and more than 200 distributors. Domino’s manufacturing facilities are located in China, Germany, India, Sweden, Switzerland, UK, and the USA.
Domino became an autonomous division within Brother Industries Ltd. on 11th June 2015.
For further information on Domino, please visit www.domino-printing.com
Disclaimer:
All performance related figures and claims quoted in this document were obtained under specific conditions and may only be replicated under similar conditions. For specific product details, you should contact your Domino Sales Advisor. This document does not form part of any terms and conditions between you and Domino.