Implementation Plan For Transitioning UPC to QR Codes
There has been a lot of recent press about the initiative to begin migrating UPC barcodes to QR codes starting in 2027 (Sunrise 2027). Today’s consumers expect expanded product and traceability information and are accustomed to using their mobile devices to scan QR codes. The GS1 Digital Link is an innovative solution that uses one barcode symbol for point-of-sale scanning AND consumer engagement.
It is important to understand that this migration will take many years to become globally implemented. Consequently, manufacturers just need to understand what is available and how they can realistically and economically leverage this transition. Since the retailers will need to have imagers capable of reading 2D barcodes and not solely linear UPC barcodes, retailer upgrades will be the bottleneck for this initiative’s success. However, this should not deter companies from integrating QR codes to enhance consumer engagement and future-proof their packaging.
Product Suppliers Can Now Engage With Consumers
You probably have scanned a 2D Barcode (QR code) on your mobile device to access a menu or get a coupon, but did you know that 2D barcodes can provide much more detailed information?
Enhanced Engagement Capabilities
Today, the top consumer product companies are uncovering the benefits of a dynamic barcode, enabling them to enrich their end consumers. There is no reason small and medium manufacturers should hesitate to formulate a strategy for how to interact with consumers.
The video to the right by PepsiCo provides insight as to their strategy on how to leverage this enhanced 2D barcode as a mechanism to connect with consumers.
Even though companies of their size have entire departments managing content, similar benefits can be realized by smaller companies.
Digital Link QR Codes vs. UPC Barcodes
For businesses, the shift from UPC barcodes to GTIN Digital Link 2D barcodes is significant. It represents a move towards a more interconnected, digital, and data-rich environment. Companies that are currently reliant on UPC barcodes need to be aware of these changes and prepare for the transition.
2D Barcode Digital Link Implementation
Adopting the 2D Digital Link QR codes can significantly enhance a brand’s product transparency, consumer engagement, and supply chain efficiency. This roadmap outlines the steps for a brand company to integrate Digital Link QR codes into their products.
Step 1: Initial Planning and Assessment
- Stakeholder Alignment
- Identify and gather key stakeholders from departments such as IT, marketing, supply chain, production, and legal
- Conduct meetings to explain the Digital Link benefits.
- Obtain buy-in and support from top management
- Assessment of Current Systems
- Evaluate the current GTIN/barcode management and packaging processes.
- Assess the company’s digital infrastructure to handle the integration of digital links. All designated product pages must be optimized for mobile devices before establishing digital links.
- Identify gaps and areas that need upgrades for changes.
- Goal Setting
- Define clear objectives for implementing 2D Digital Link QR codes.
- Set measurable goals such as improving customer engagement, enhancing supply chain transparency, or reducing recall expense times.
Step 2: Designing the Digital Link Strategy
- Select a Digital Link Platform
- Choose a platform or service provider that supports GS1 Digital Link standards, such as GTIN.cloud.
- Ensure the platform can integrate with existing systems and manage your product data. This is already a component of GTIN.cloud.
- Creating Digital Link
- Generate unique GTIN Digital links for each product, with corresponding product-specific web pages.
- Ensure the digital links comply with the GS1 Digital Link schema.
- Creating QR Codes and Combination UPC/EAN Barcodes
- Package design considerations must take into account the ease of both consumer scanning and point-of-sale scanning. It is realistic to assume that both 2D Digital LInk QR code and UPC/EAN barcode will be required for retailer scanning for quite some time.
- Ensure QR codes are scannable, and adhere to branding guidelines. The latest guidelines for 2D Digitial LInk require the QR code to be positioned near the UPC barcode.
Step 3: Develop Pilot Packaging
- Select Pilot Products
- Choose a limited range of products to test GTIN Digital Link QR codes.
- Consider selecting products with high consumer engagement or those that would benefit most from enhanced transparency.
- Develop Pilot Packaging
- Update the packaging of pilot products to include the QR code and UPC combination.
- Ensure the packaging changes are minimal but effective in highlighting the QR code for consumer engagement.
- Consumer Testing
- Conduct consumer testing to gather feedback on the QR codes and the information provided through the digital links.
- Make adjustments based on consumer feedback to improve usability and effectiveness.
- Internal Training
- Train staff across various departments on how to use and explain the benefits of the new QR code.
- Provide resources and support to address any issues that arise during the pilot phase.
Step 4: Full-Scale Implementation
- Roll Out Across All Products
- Gradually extend the Digital Link QR codes to all products based on insights gained from the pilot program.
- Update packaging designs and production processes to incorporate QR codes efficiently.
- Supply Chain Integration
- Work with suppliers and partners to ensure they understand and can support the new QR codes.
- Integrate digital links into the supply chain management system for enhanced tracking and transparency.
- Marketing and Consumer Education
- Launch marketing campaigns to educate consumers about the new QR codes and their benefits.
- Use various channels, such as social media, in-store displays, and packaging inserts to spread awareness.
- Monitoring and Evaluation
- Continuously monitor the performance of QR codes through consumer feedback and usage analytics.
- Evaluate the impact on business goals such as sales, consumer engagements, and supply chain efficiency.
- Plan for Continuous Improvement and Innovation
- Regularly analyze the collected data to understand changing consumer behavior.
- Stay updated with the latest developments in GS1 Digital Link standards and related technologies.
- Expand use cases for additional functionality beyond product information.
- Maintain a feedback loop with consumers, suppliers, and internal stakeholders.
Implementing 2D Digital Link QR codes is a strategic move that can significantly enhance a brand’s product transparency, consumer engagement, and operational efficiency. By following this roadmap, a company can systematically plan, pilot, and roll out the initiative while ensuring continuous improvement and adaptation to evolving technologies and consumer needs.
GTIN Digital Link Integration Through GTIN.cloud
Subscribers to the GTIN.cloud (global repository and UPC management portal) will be able to seamlessly create Digital Link 2D barcode symbols as high-resolution .eps files. As a part of the GTIN (UPC) setup process, users will have the option of including destination web addresses, and the portal will automatically generate the digital link plus a digital barcode file. This enhanced functionality not only future-proofs users’ barcodes but also enables them to make direct connections with today’s consumers.
Implementing digitally linked QR Codes can be easily managed through the GTIN web portal, www.GTIN.cloud. This portal is designed to enable current and future subscribers to easily create GTIN digital link QR codes. Companies can leverage this portal to generate QR codes that are rich in content and tailored to their specific needs.
SPECIAL OFFER – Since we believe that every company should take advantage of the benefits of on-pack QR codes, we are also offering every current GS1 Barcode client a free QR code to direct consumers to their corporate website.
Please reach out to your assigned GS1 Barcode Consultant and they will be happy to assist with the complimentary QR code.
Companies requiring additional information can call us at 800-662-0701 or email support@barcode.graphics.
Bar Code Graphics, along with technology specialists around the globe, helped contribute to the global documentation to make this new initiative a reality. We have created a tutorial website, www.gs1digital.link, to help educate companies on this exciting new initiative. The transition from status UPC barcodes to Digital Link enabled QR codes has already begun. Retailers in both Europe and the US are beginning to upgrade their POS (point-of-sale) terminals to get ready for the 2027 Sunrise Date.
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