DATA-DRIVEN MANUFACTURING “Our full-lifecycle platform includes code
creation, printing, data management, custom landing pages, analytics, integration with ERP and MES systems and professional services. Brands that implement this now can stay ahead of regulations and deliver real-time value to supply chain partners and end users alike,” Stephen adds. Consumers increasingly expect instant
access to product details. GS1 Digital Link turns packaging into a direct-to-consumer channel. Through a single scan, brands can share official information, run personalised promotions and gather first-party data. “This enhances marketing effectiveness,
informs product development and allows for real-time engagement—whether through sustainability updates, loyalty programmes or targeted content. Markem-Imaje’s connected solutions support these interactions while aligning with circular economy goals by sharing recycling and reuse instructions,” Stephen explains. Consumers are becoming more interested in
interactive experiences, this helps build long- term trust and loyalty. “Modern packaging is no longer passive—it’s an engagement tool. GS1 Digital Link codes can lead consumers to tailored landing pages, recipes (dynamically changing depending on the hour of the day you scan the code), loyalty campaigns or environmental tips. These personalised interactions build trust and drive repeat purchases,” he says. By integrating compelling content into
the scanning journey, brands can elevate their value proposition. Transparency, ease of access to verified data and two-way communication strengthen long-term loyalty and credibility—key elements in today’s experience-driven marketplace.
Real-time data Adopting GS1 Digital Link barcodes can really level up a brand’s response during
BY ADOPTING GS1 DIGITAL LINK EARLY, BRANDS FUTURE-PROOF THEIR PACKAGING, GAIN OPERATIONAL EFFICIENCIES AND DIFFERENTIATE THEMSELVES THROUGH TRANSPARENCY AND ENGAGEMENT
product recalls or other urgent scenarios in numerous ways. “With Digital Link’s higher level of traceability, brands, retailers and manufacturers can have a more granular view of a product’s history, meaning they can spot potential future issues quickly and take swift action on any new issues. “For example, if a confectionery brand or
Stephen Gryczka
manufacturer sees that some product boxes are not passing quality tests, they can trace exact batches, individual products and all the details needed instead of checking a whole production run—by simply using the 2D barcode and connecting with the data. This saves a vast amount of time and money. For urgent matters, such as recalls, these
barcodes are incredibly powerful for retailers, allowing them to get the information before or during stocking. This means they can then recall the items immediately and send out recall notices to the consumer rapidly. They can also prevent items from being scanned at the tills,” Stephen explains. Markem-Imaje’s scalable Digital Link QR
code solution portfolio offers an end-to-end platform for all 2D barcode requirements. Based on a seven-tier approach and fully aligned with GS1 standards, the platform provides an easy-to-integrate path—from simple pre-printed codes to advanced inline printing with live production data. Whether a brand is seeking to enhance traceability,
28 • KENNEDY’S CONFECTION • JULY 2025
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