In the world of product identification and tracking, the barcode has been a staple for decades. However, as technology evolves, so does the need for more advanced methods of data capture and sharing. Enter 2D barcodes, a revolutionary upgrade to the traditional 1D barcodes that are set to transform industries like retail, shipping, and warehousing.
What Are 2D Barcodes?
2D barcodes, such as QR codes, Data Matrix, and the newly introduced GS1 Digital Link, are capable of holding significantly more information than their 1D counterparts. While a standard 1D barcode can store up to 20-25 characters, a 2D barcode can hold thousands of characters of information. This allows for more complex data storage, such as web addresses, product information, and even images.
GS1's Sunrise 2027 Initiative
GS1, the global organization behind barcode standards, has launched the Sunrise 2027 initiative. This initiative mandates the adoption of 2D barcodes in place of the traditional 1D barcodes by 2027. The goal is to enhance supply chain efficiency, improve product traceability, and provide consumers with more detailed product information through digital means.
The GS1 Digital Link
One of the key components of this initiative, and the one that I am particularly excited about, is the GS1 Digital Link. This new standard allows QR Codes to connect consumers directly to a wealth of online information about the product. By scanning a 2D barcode, users can access product details, promotions, nutritional information, phygital (the bridge between physical and digital) experiences, and more, right from their smartphones. This not only improves the consumer experience but also provides brands with a direct digital connection to their customers, enabling post-sale and post-gifting engagement.
Without getting too technical, the GS1 Digital Link makes barcodes "web resolvable." This means that the barcode can be linked to a unique URL, allowing brands to provide consumers with a wealth of information and interactive content. When implemented properly, the QR code on a product can send consumers to a dynamic web destination that can be updated over time. This flexibility ensures that the QR code can support various marketing efforts, from providing detailed product information and promotional offers to hosting seasonal campaigns and customer engagement activities. Brands can continuously adapt their digital content to stay relevant and engaging, enhancing the overall consumer experience.
Importantly, Digital Link allows one QR Code to serve multiple purposes. It'll be scanned through the manufacturing and fulfillment process, scanned at point of sale, and ultimately by the consumer. The GS1 Digital Link consolidates all of these use cases into one barcode.
The Rise of 2D Barcodes Post-COVID
We already saw how COVID increased the usage of QR codes in the United States. From restaurant menus to contactless payments, QR codes became an essential part of everyday life. With the Sunrise 2027 initiative, QR codes and similar 2D barcodes will become much more commonplace. Brands will be able to have just one barcode on their packaging that serves the needs of the supply chain, retail, and marketers, streamlining operations and improving the consumer experience.
Supporting Product and Brand Marketing
For those of us in the print and promo industry, these developments present exciting opportunities. The enhanced capabilities of 2D barcodes and the GS1 Digital Link mean that products can be more than just items—they can be gateways to interactive experiences.
Enhanced Consumer Engagement: By printing 2D barcodes on promotional products, brands can offer interactive experiences. Imagine a journal book provided to a new employee that, when scanned, takes the user to a special landing page with employee resources, a campus map, or a message from the company CEO. This level of engagement can significantly enhance that new hire's onboarding experience.Improved Traceability and Transparency: In an era where consumers demand transparency, 2D barcodes can provide detailed product information, including origin, materials used, and manufacturing processes. This can be particularly valuable for brands focused on sustainability and ethical practices.Streamlined Supply Chain Management: For the print industry, 2D barcodes facilitate better inventory management and product tracking. This reduces errors, enhances efficiency, and ensures that products are delivered accurately and on time.
The Future of Promotional Products and Print Industry
The transition to 2D barcodes and the GS1 Digital Link offers a unique opportunity to leverage technology for better consumer engagement on our clients' behalf. As promo professionals, staying ahead of these technological advancements will be crucial in delivering value-added services to clients and creating memorable brand experiences.
It is yet to be seen how the Digital Link standard will be used for branded merch, if at all, by distributors and their clients. But my hope is that as we see larger brands embrace phygital experiences powered by GS1 Digital Link, our own clients will be inspired to execute similar campaigns in their branded merch and print projects.
Want to dive deeper? Give the video above a watch or check out this informative post from Bitly.com.
