GS1’s next-gen QR codes: delivering end-to-end product information

Today’s food and beverage consumers demand more from products, including more information about what they buy, personalised recommendations and ‘an immersive brand experience that reflects who they are’, states leading globally compatible QR labelling organisation and Future Food Systems industry partner GS1 Australia.

For instance, a 2022 survey by Statista revealed that more than 80 per cent of Australian shoppers actively consider sustainability when choosing which products to buy.

GS1 QR codes: Next-gen digital connectivity

To succeed in today’s retail landscape, brands need to deliver tailored, accurate information from multiple sources, in real-time, to wherever consumers are. The simplest way to do this is via embedding information onto smart QR (quick-response) codes. These are attached to product labels and can be read by scanning the barcode with any smartphone.

Unlike conventional QR codes, which are limited to a single purpose, such as promotion, GS1-powered QR codes enable consumers to access all sorts of information using the same barcode. GS1’s next-gen QR codes follow GS1 standards, ensuring consistency, interoperability and accuracy in data exchange across the global supply chain.

Updating a product’s conventional QR code to a GS1-powered one allows the seller to provide immediate access to accurate, real-time information about a product’s entire journey from farm to fork. The GS1 barcode can be loaded with an array of brand and product details such as production origin, sustainability credentials, material composition, nutritional and allergen information and more. Information could range from videos showcasing the manufacturing process to recycling instructions to tailored brand messaging and personalised offers – as well as the usual beep to register the item at point of sale. Whether the goal is supply-chain tracking, inventory management or consumer engagement, GS1’s next-gen QR codes, assures the company, ‘ensure seamless integration across industries, languages and systems’.

Leveraging market insights to boost sales

Using GS1-powered QR codes, brands can deliver customised offers and deals based on the potential buyer’s preferences, purchase history or location; build loyalty via consumer promotions, surveys or by gamifying the purchase experience, offering shoppers personalised rewards.

GS1’s next-gen QR codes can also be integrated with a brand’s mobile app, allowing for customised notifications, recommendations and interactive features such as two-way instant feedback – and can use any insights captured to create further engaging interaction.

Updating to GS1-powered QR codes

Updating to GS1 powered QR codes is simple. Just incorporate GS1 digital links into products’ existing QR codes and they become what GS1 refers to as ‘gateways to immersive brand experiences’.

For more information, or to update your existing QR codes, visit GS1 Australia or click here.

Lead image: Consumers can scan GS1’s next-gen QR codes to accesss a wealth of information on the product, including data on its provenance, sustainability credentials, nutritiional composition and more, as well as acting as a conduit for personalised marketing messages and offers. Credit: Shutterstock