The Future of Universal Product Codes

In the world of inventory management and supply chain logistics, the importance of standardized product identification cannot be overstated. Since the introduction of the traditional bar code in the 1970s, GS1 standards have been the backbone of trade and commerce, enabling efficient, reliable, and consistent product identification across the globe. But as technology evolves, so do the needs of businesses and consumers.

The GS1 organization introduced the GS1 Digital Link, a new encoding method that enhances the utility of traditional bar codes by seamlessly connecting physical products to the digital world.

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WHAT IS THE GS1 DIGITAL LINK?

GS1 Digital Link is a standard that extends the power of the ubiquitous bar code by turning it into a gateway to a repository of online information.

With a simple scan, consumers and businesses can access product information, user manuals, promotional offers, and more. This standard employs web-enabled bar codes such as QR codes, which are encoded with URLs that link directly to content specific to that product.

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HOW DOES THE GS1 DIGITAL LINK WORK?

By leveraging the existing GS1 identification system, it encodes a web address into a 2D bar code such as a QR code or a GS1 datamatrix. This URL is unique to each product and can be used to direct users to any kind of digital content the brand chooses to provide. The URL structure is standardized, ensuring global consistency and interoperability.

Here’s an example of what a GS1 Digital Link URL might look like:

https://id.gs1.org/gtin/0123456789012/lot/12345/expiry/20231231

This URL contains:

  • The domain (e.g., id.gs1.org) that indicates it’s a GS1-compliant link.
  • The product identifier (GTIN – Global Trade Item Number).
  • Batch or lot number.
  • Expiry date.

When scanned, it could redirect the user to a webpage with product traceability information, including the origin of the product, its journey through the supply chain, and its expiration date.

ADVANTAGES OF GS1 DIGITAL LINK

GS1 Digital Link is a newer standard that extends the power and flexibility of GS1 identifiers by making them part of the web. This standard allows businesses to web-enable their products, assets, and locations by embedding web addresses into GS1 barcodes, such as GS1 QR Codes or GS1 DataMatrix. Here are several advantages of using GS1 Digital Link over the standard GS1 DataMatrix:

 

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Web Integration

GS1 Digital Link seamlessly integrates with the internet, allowing for direct access to product information hosted online. Data can include everything from basic product details to marketing content, user manuals, and more.

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Dynamic Content

Since the link points to a URL, the information it directs to can be updated in real-time without changing the barcode itself allowing dynamic and current information to be available to the consumer or supply chain partner.

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Consumer Engagement

GS1 Digital Link provides a simple way for consumers to access product information, promotions, reviews, and other digital content by scanning a barcode with their smartphones.

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Global Standards

GS1 Digital Link utilizes global GS1 standards, ensuring compatibility and interoperability across different systems and geographies.

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Simplified Inventory

Instead of having multiple barcodes for different purposes (one for point-of-sale, another for tracking, etc.), the GS1 Digital Link can consolidate these functions into a single, standardized code.

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Traceability and Transparency

The ability to link directly to detailed product information supports better traceability and transparency in the supply chain, crucial for safety, regulatory compliance, and consumer trust.

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Enhanced Analytics

By directing users to online content, businesses can track interactions with the GS1 Digital Link, providing valuable analytics and insights into consumer behavior and supply chain performance

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Customizability and Personalization

The URLs can be customized to deliver personalized experiences or content specific to certain retailers, regions, or campaigns, providing a flexible tool for targeted marketing.

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Reduced Packaging Clutter

Instead of printing multiple codes or extensive information on packaging, a single GS1 Digital Link can lead to all relevant information, potentially reducing packaging complexity.

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Future-proofing

As technology evolves and consumers become more connected, the GS1 Digital Link provides a forward-looking solution that can adapt to new applications and technologies in the digital landscape.

WHAT ARE THE REAL APPLICATIONS OF GS1 DIGITAL LINK?

While GS1 Digital Link offers many benefits, it’s also important to recognize that its adoption requires a technological infrastructure that can support it, including internet connectivity and access to smart devices capable of scanning and interpreting the links. Therefore, the transition to GS1 Digital Link from traditional barcodes like the GS1 DataMatrix may be gradual and will depend on the readiness of businesses and consumers to embrace this technology.

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