Multiple product codes are slowing down retail checkouts
For 50 years, the linear barcode has been the standard for retail. However, it lacks the capacity for the dynamic data that modern supply chains and consumers now require.
To bridge this gap, brands often add marketing QR codes next to linear barcodes. This creates cluttered product identifiers and confusion at the point of sale (POS). These inconsistent experiences can frustrate consumers and slow down operations.
The shift to a 2D standardised code
There is a global movement to transition toward one standardised 2D code: the GS1 Digital Link. This single code combines the product identifier for checkout with a secure web address which allows access to everything from nutritional information to the Digital Product Passport (DPP).
This single touchpoint frees up packaging space and helps maintain data accessibility. It offers a scalable way to support digital engagement across your business.
Preparing for Sunrise 2027
Moving to a unified code requires technical preparation across the supply chain. Sunrise 2027 is the voluntary target timeline for the capability to scan 2D codes at POS.
For retailers, this involves upgrading systems to include optical scanning. For manufacturers, it means updating packaging designs. This period allows both parties to test technical interoperability and ensure systems read data accurately.
New implementation resources
The CGF Data-Driven Value Chain (DDVC) has launched the QR Code Implementation Guideline to help organisations navigate this shift. This document outlines voluntary technical approaches to help create a predictable experience for consumers globally.
The guideline offers practical steps, including:
