For decades, the familiar EAN (European Article Number) barcode has been the backbone of the retail industry. Whether you’re scanning a soda can at the checkout or managing logistics in a warehouse, the simple black-and-white barcode has served one key purpose: identifying products quickly and reliably.
But the retail world is evolving fast. And today’s stakeholders and regulators demand more than just a product ID. That’s where the Barcode QR Code, based on the GS1 Digital Link standard, steps in.
This next-generation GS1 QR code doesn’t just complement the traditional EAN; it’s designed to replace it, increasing effectiveness, transparency, and sustainability.
The Role of the Traditional EAN Barcode
An EAN is a type of GTIN (Global Trade Item Number), usually containing 13 digits. Although the term EAN has been replaced with GTIN, it’s still a commonly used term. It’s scanned by point-of-sale (POS) systems that require a dedicated barcode scanner. It’s also static, so once it’s printed, it can’t be changed.
This has worked well for decades, making the supply chain run more efficiently but as technology advances, a new system has appeared. As packaging becomes more sustainable, supply chains more complex, and consumers more curious, a static code just won’t cut it anymore.
What’s Different About the Barcode QR Code?
The Barcode QR Code, based on the GS1 Digital Link, goes beyond simple identification. It encodes the GTIN within a web address, as follows:
With this approach, the GS1 QR code can be scanned by smartphones and other devices like POS systems. It also directs users to different content depending on whether they are a retailer, regulator, or customer. Moreover, they are dynamic QR codes, which means they can be updated over time without changing the printed code.
The barcode QR code contains more than just a product ID, including batch numbers, expiry dates, and serial numbers. It can contain product information such as ingredients, allergens, product instruction manuals, promo codes for future purchases, warranty information, and more. The GS1 Digital Link is the next level up from traditional barcoding, catapulting the supply chain forward into a place it hasn’t been before.
Whereas the EAN is static and one-dimensional, the GS1 Digital Link is dynamic, flexible, and connected.
The GS1 QR Code Will Streamline Everything
Historically, brands needed multiple codes for different audiences such as a barcode for the checkout stand, a separate QR code for marketing, inventory and shipping labels for logistics departments, and another printed URL for support and additional documentation.
With a Barcode QR Code, all of that is streamlined into one place. Now, any device that can scan a QR code can read the GTIN. Consumers get redirected to product pages, videos, recipes, or safety info, while retailers can access logistics data. In addition, regulators can check compliance information, increasing transparency throughout the supply chain.
Transitioning From an EAN to a Barcode QR Cod
Right now, most companies are in a transition phase. Many brands are printing both the EAN barcode and a separate QR code on their packaging for the end consumer. This dual approach helps bridge the gap while POS systems and supply chain procedures catch up.
But over time, the GS1 QR code will become the only code on the packaging. In fact, GS1 and major retailers have announced “Sunrise 2027”: phasing out 1D barcodes in favor of 2D barcodes by 2027.
To do this successfully, brands will need to:
- Register GTINs and structure their GS1 Digital Link URLs
- Ensure QR codes are printed at a scannable size and quality
- Set up redirect logic for different types of users
- Work with retailers and tech providers to update POS compatibility
It seems like a lot of work, and at first, it will take planning and an investment in time and organization. But after the initial transition period, the ROI will exceed expectations, cutting time spent on labor hours, accounting, logistics, and inventory costs in the long run.
Why the Barcode QR Code Is a Miracle Code for Brands
Replacing a traditional EAN barcode with a Barcode QR Code is a strategic shift allowing brands to digitize products at the packaging level, enabling consumers to engage directly with brands’ content and socials from physical products like never before.
What is more, staying compliant with new regulations (such as EU Digital Product Passports) will make having such a system necessary.
Regarding supply chain advantages, tracking product lifecycle data more accurately will help procurement and logistics departments plan and design for efficient, sustainable products and packaging that add value. QR code tracking also empowers supply chains to see the engagement with QR codes in real time, raising any red flags that may come up.
GS1 QR codes also allow brands to reduce packaging clutter by removing multiple symbols and links that just overwhelm employees and end consumers with information overload. Keeping all of the information in one, neat barcode QR code will paradoxically hold way more information, but in an organized manner that doesn’t overlap between stakeholders and appear overwhelming to the eye. It’s smarter packaging for everyone.
The result is more flexibility with a higher level of organization, lower costs, and a more connected relationship with your end users.
The Barcode QR Code: Elevating the EAN
In your transition to Sunrise 2027, start making GS1 Digital Link QR Codes today for new products. Our QR code generator will enable you to make customizable QR codes for your products in just a few minutes. Not convinced? Try it for free.
During this global transition into barcode QR codes, perfect your supply chain by improving your sustainability, traceability, reliability, and convenience now.
