PACKAGING
suppliers where an issue may have occurred and stopping sales of affected batches. The target webpage can also be updated to include a recall announcement – accessible not just to consumers but also to everyone involved within the product’s supply chain.
Additional data, such as expiry dates for perishable items, can also bring downstream benefits, allowing expiration dates to be automatically captured by inventory systems to facilitate visibility of the age of food items on the shop floor and in the warehouse. Retailers can use this information to remove expired stock and prevent products from making it past the POS. The same information can be used as part of a dynamic pricing strategy to allow automatic mark-downs at the POS for items nearing expiration, incentivise purchasing, and help reduce food waste.
Serialisation
QR codes powered by GS1 can also enable brands to individually identify each product using a unique,
UKManufacturing Spring 2025
embedded serial number. Serialised 2D codes are already required in specific industries, including life sciences and tobacco, for anti-counterfeiting, consumer safety, and legislative purposes. On the brand side, serial numbers can facilitate lifetime traceability for products and provide greater insight into how products move through supply chains and where they end up. This increased product visibility can help brands identify instances of product divergence and leakage and run their supply chains more efficiently.
Serial numbers will likely be a requirement for future digital deposit return schemes. In such instances, unique identification numbers provide the control needed to ensure that packaging is only returned once and allow brands to monitor returns to ensure that only high-quality, clean packaging is reused. Serial numbers are also essential in gaining additional insight into product purchasing trends, as brands can access information on the number of products bought (and scanned), where products may
be scanned by a consumer without being purchased, and how consumers are engaging with products post-purchase.
Serialised QR codes will also allow for enhanced consumer interaction, with the potential to tie individual products back to POS data. Brands can use these codes to provide consumers with access to personalised or product-specific information, communications, and experiences based on individual consumer interactions.
GETTING STARTED WITH 2D CODES GS1’s new standard offers almost limitless flexibility, allowing brands to create and use 2D codes according to their individual needs. As brands seek to enhance their supply chain visibility – both upstream and in the last mile – now is the time to start thinking about migrating from linear barcodes to QR codes powered by GS1.
Domino Printing Sciences
www.domino-printing.com
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