Keeping track of product information and inventory with multiple barcode types can be tricky for businesses.
Gena Morgan, who leads the standards team at GS1 US, shares valuable insights into the world of barcodes, specifically focusing on the transition from traditional 1D barcodes to 2D barcodes and the importance of GS1 standards in driving industry adoption. Gena explains the technical differences between traditional linear barcodes and 2D barcodes, such as QR codes and GS1 DataMatrix, highlighting the increased data capacity and smaller footprint of 2D barcodes.
She elaborates on the potential consumer and business benefits, emphasizing the ability of 2D barcodes to provide more accurate and direct information to consumers, streamline supply chain processes for brands and retailers, and enable functionalities such as product recalls and promotions. The discussion delves into the challenges and opportunities presented by the transition to 2D barcodes, as well as the support and resources available for brands looking to embark on this journey. Gena's expertise on the subject makes for an enlightening and informative conversation, encouraging businesses to consider the advantages of 2D barcodes and GS1 standards in their operations.
Key takeaways:
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The transition from traditional barcodes to 2D barcodes allows brands to provide information to consumers and tailor experiences.
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The adoption of 2D barcodes in the industry allows products to carry more data in a smaller footprint.
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GS1 US supports brands transitioning to 2D barcodes and GS1 digital link standards with pilot programs and toolkits.
Connect with GS1 US:
Our website - www.gs1us.org
Connect with guest:
Resources:
Resources for the Transition from 1D to 2D Barcodes
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[00:00:00] I can go air app on my phone and I could scan a 1D barcode
[00:00:04] and there will be some data that is retrieved
[00:00:07] in whatever app I'm in.
[00:00:08] The challenge that you have with that is that data
[00:00:10] is not coming necessarily directly from the brand.
[00:00:13] It's coming from a screen scrape.
[00:00:15] So there's a lack of data integrity
[00:00:17] or it's crowdsourced or something like that.
[00:00:19] If you have the ability to scan a 2D code
[00:00:22] and then the brand is serving up that information directly,
[00:00:26] you know where you're getting that information from. And Gina's gonna talk a little bit about that. And we're gonna talk about how it compares to the 1D or UPC barcode that we're all used to and why it's important for retailers to start testing in these environments and where the markets are going. So without any further ado, let's jump right into the conversation.
[00:01:40] Gina, we are so excited that you're here today. barcodes, the difference, why we're even talking about it. How nerdy do you want me to get? Pretty nerdy. All right, so the classic barcode, let's talk about the UPCA, just to keep it simple. There's a lot of barcodes out there to your point. But the UPCA is what we're known for, and it has its 50th anniversary coming up of the first scan in June. And that's what we refer to as a linear
[00:03:01] barcode, straight up and down. And what that can can do that in a smaller footprint. That's the first thing. To be clear, there are linear barcodes that can carry more information, but it starts to grow in its size. There are linear barcodes that do carry more information. They're mostly on cases, the GS1-128. It can carry the G10 plus it can carry a batch in a lot,
[00:04:22] and has an application identifier that says,
[00:04:24] I'm about to see the batch in a lot.
[00:04:26] They're there, but in a web resolvable format.
[00:05:41] So a URL can go in there. And now what's different is retrieved in whatever app I'm in. Let's say some type of fitness app or nutritional tracking type of app. I can scan a barcode in that app in the grocery store and see what are the carbs, what are the calories, what are the weight watcher points, whatever that might be served up. The challenge that you have with that is that data is not coming necessarily directly from
[00:07:02] the brand.
[00:07:03] It's coming from a screen scrape.
[00:07:05] So there's a lack of data integrity where scanners and there's some challenges to that. You have some places that still don't scan in, they just skipped right over things. Everybody has a different journey of their technology layout and their different use cases and stuff, but where's the big focus area right now for 2D barcodes when it comes to supply chains?
[00:08:25] Yeah. Well, I would say industry is really consumer to and do the same things the brand can serve a targeted promotions and whatnot. But also I could do things like stop a recall product from accidentally leaving because I've got that product identified at a batch lot number. I can prevent that I could do more targeted recalls because I'm scanning and I can pinpoint
[00:09:41] the lot and what I've got in my store we just need to ensure it has all the right firmware
[00:11:01] to do what we need it to do for 2D adoption.
[00:11:04] A lot of packaging I see today has both on it. There are all those barcodes today. That scanner's not turned on to recognize them all, Reed. Right. We don't know then, is the regular. Yeah. And I had a question about the complexity of it because we work with this kind of every day and Gina, you're in the guts of this transition, but how do people start getting into it? You know, you talked about the hardware,
[00:12:20] but if I'm a brand and I want to start changing my barcode
[00:12:24] and I hear the term digital link,
[00:12:26] I'm like, oh my gosh, I don't even know what that is.
[00:12:28] How does somebody get started with it? Anytime you add more data to it and more specific data, that barcode is unique, right? The more granular you get, the more unique that barcode is. So Liz, for example, let's just say you wanna put a serial number on there. That barcode is unique for every instance of that product. That's probably not practical today
[00:13:40] for fast-moving consumer good items,
[00:13:42] but that doesn't mean don't get started
[00:13:44] because there's a tremendous amount of value
[00:13:46] in encoding your GTAN mean, 2D has been around for 30 years, but used in different capacities. It ebbs and flows with what you shared is like, hey, it was kind of dying out there for a little bit. And then it got a
[00:15:02] re-insurgence. And it comes into that like trending. And we were ahead of the game with,