The barcode will soon give way to a new generation of codes. Retailers and consumer product manufacturers still have a few years to prepare, but the first new-generation QR codes are already appearing on packaging.
Consumer engagement
The barcode celebrated its fiftieth birthday in June this year, but it will not reach its sixtieth. A few years ago, a new generation of two-dimensional codes were introduced as a replacement: the GS1 QR code and the data matrix. The latter is already used for prescription drugs.
The replacement will come at a cost, but brands and retailers want to take this step because that QR code offers a lot of advantages, CEO Jan Somers of standardisation organisation GS1 explains. “Consumer engagement is the main added value. Not only is the code simply scanned at the checkout, but consumers can also scan it themselves with their smartphones – there is no need for a special app – to access a treasure of information about the product, allergens, digital product passport, coupons, packaging data and so on.”
First applications
A single QR code linking to web addresses with diverse data, means more information in less space. The new generation of codes is also more accurate – even when damaged, they remain readable – and they are scannable from a wider angle and from a greater distance.
The first applications are already visible today: Belgian retailer Delhaize already places the data matrix on meat. Producers of wines and spirits must also disclose their nutritional information from now, either on the label or using a digital medium. DIY manufacturer Varo already uses the new generation of codes to show the background of the product, while DIY chain Hubo can already scan this code at the checkout.
Traceability
So what will this GS1 QR code be used for? “A trend is that governments are asking who is behind the products”, Somers says. “Who actually produces this product, and does it comply with our laws? Marketplaces also want to be able to check whether their sales partners are allowed to sell their products. The problems with Chinese websites are well known: do they have a CE certificate for their toys? Now, customs only have to scan the QR code to find their answers. With so-called ‘verifiable credentials’ behind the code, they can quickly check that against a central database.”
This is how end-to-end traceability becomes a reality: in theory, you can even check which farmer your coffee came from? “Look at European deforestation legislation. Retailers and manufacturers have to be able to prove that their product has not contributed to deforestation, so they have to have access to that information. The code opens up a whole new world, with better guarantees about safety, health, counterfeiting… An additional benefit for retail is also operational and logistical efficiency.”
“Marriage of the barcode and the internet”
The data matrix and the QR code do the same thing in terms of content. “Manufacturers may choose which one they put on the packaging, but most companies opt for the GS1 QR code for the very simple reason that it is immediately accessible to consumers.”
“This is the marriage of the barcode and the internet. It is not a complex technology. We have already communicated well with major retailers on this. I like to launch a call to brands: make it happen. If you operate in ‘near-food’ or ‘non-food’, then you run the risk that the digital product passport is fast approaching. People are looking at detergents, toys, textiles, furniture… These are big sectors. And there is also the European regulations on packaging waste. It is time to give consumers direct access to that information.”
