New GS1 US Survey Reveals That 77% of Consumers Seek Detailed
Product Information; Emerging Data-Rich Barcodes To Aid Shopper
Purchase Decisions and Scan at Checkout
EWING,
N.J., June 26, 2024 /PRNewswire/ -- GS1 US, the
neutral not-for-profit information standards organization best
known as the administrator of Universal Product Code (UPC)
barcodes, today commemorates 50 years since the monumental debut of
the first barcode scan ("Scanniversary"), marking a pivotal
moment in retail history. On June 26,
1974, a 10-pack of Wrigley's chewing gum adorned with a UPC
was scanned at a Marsh Supermarket in Troy, Ohio, igniting an era of retail and
supply chain automation. Today, the barcode is used to identify
over 1 billion products and is scanned more than 10 billion times
daily, serving as a cornerstone of global commerce.
Experience the full interactive Multichannel News Release
here: https://www.multivu.com/players/English/9256251-gs1-us-celebrates-50-year-barcode-scanniversary/
While the UPC has endured for 50 years to aid price lookup at
point-of-sale (POS), new two-dimensional (2D) barcodes, like QR
codes powered by GS1, are emerging on product packaging to provide
consumers with detailed product information. A 2024 GS1 US consumer
survey showed that 77% of consumers believe that product
information is important when making a purchase and 79% of shoppers
are more likely to purchase products with a scannable barcode/QR
code (via smartphone) that provides the information they want.
Through industrywide collaboration facilitated by GS1, brands
globally are beginning their transition from UPCs to new 2D
barcodes, or QR codes, on product packaging, and retailers have set
a target date to accept them at checkout by 2027 – a GS1 US
initiative labeled Sunrise 2027. These GS1 web-enabled
barcodes combine the capability and standards of the UPC and QR
code to function at cash registers, offer rich product data from
the brand that shoppers can access with a simple smartphone scan,
and can help power retail inventory management, visibility, and
traceability. Additionally, 20 of the world's biggest companies –
including Procter & Gamble (P&G), L'Oreal and
Nestlé – have signed a global joint statement calling for
the adoption of these next-generation barcodes to revolutionize the
consumer experience.
"While we honor the legacy of the iconic UPC barcode over the
last half-century, we must support today's digital world
characterized by elevated consumer expectations and increasingly
complex supply chains," said Bob
Carpenter, president and CEO, GS1 US. "In this dynamic
landscape, innovation is flourishing with the growing adoption of
new 2D barcodes. These QR codes, powered by GS1, can provide a
single gateway to help consumers understand product composition,
sustainability efforts and recalls while aiding retailers with
inventory control, on-demand discounting, couponing and more. The
opportunities to power consumer confidence and connect with brands
while also serving the business needs of industry are truly
limitless."
Brands Support the Shift to 2D Barcodes
Brands are ushering in 2D barcodes to offer shoppers deeper product
information and enhance inventory management. "At P&G, we
recognize the importance of leveraging cutting-edge technology to
meet the demands of today's consumers and safeguard the integrity
of our products," expressed Alfredo
Colas, senior vice president, information technology,
Procter & Gamble. "By transitioning to a 2D
barcode with GS1 Standards, we are empowering consumers with
greater access to the information they need to inform their
purchase decisions and improving traceability through the supply
chain. This commitment to innovation underscores our dedication to
deliver a superior experience to consumers and value to all
stakeholders."
Meri Stevens, chief operations
officer of Kenvue said, "The ability to embed details, including
serial numbers, batch/lot numbers and expiration dates in a 2D
barcode enables vast improvements in traceability and supply chain
visibility. Widespread implementation of 2D barcodes is critical to
a future with digital leaflets, which we support at Kenvue, in
order to enable individuals to make informed decisions about their
health and reduce paper use. It will also improve the ability for
the industry to efficiently manage inventory while ensuring
products are available at the right place and at the right time to
meet consumer need."1
"End-to-end supply chain traceability aided by the detailed
records that can be embedded in 2D barcodes is especially crucial
in the food and healthcare industries," added Randy Skoda, president and CEO of Topco
Associates. "Fast, accurate traceback capability fortifies our
ability to ensure food safety and protect consumer health. The
additional data capacity can also be used to satisfy increased
record-keeping requirements under the U.S. FDA's Food Safety
Modernization Act, Rule 204 (FSMA Rule 204) for certain foods
deemed as high risk."
Retailers Plan for Migration and Sunrise 2027
Retailers are also demonstrating their support for 2D barcodes. "In
addition to the shopper engagement opportunities that 2D barcodes
provide, these data-rich QR codes will also better support our
inventory management operations so that we can keep our shelves
stocked with the products our customers want most," said
Dave DeLaus, senior vice president
and chief information officer, Wegmans Food Markets, Inc. "As an
early adopter, we're prioritizing this industry transition and are
pressure-testing our capabilities to ensure readiness."
"The shift to 2D barcodes will be key to educating consumers in
store as they consider products that best meet the needs of their
families," said Dave Bornmann,
Publix senior vice president, product business development.
"Industry coming together to make this transition while following
barcode placement standards will be the gateway to information our
shoppers increasingly want at the point of decision."
"I started out in the supermarket business as a part-time
courtesy clerk the year the barcode was introduced and saw
first-hand how it improved store efficiency and enhanced the
customer experience," said Mike
Stigers, president of Wakefern Food Corp., the largest
retailer-owned cooperative with supermarket banners that include
ShopRite, Price Rite Marketplace, the Fresh Grocer, Gourmet Garage
and Fairway Market. "It's so exciting to mark 50 years of progress
with the 'Scanniversary' and, as a GS1 US board member, help guide
the industry's transition to 2D barcodes. The potential to provide
so much important product information will continue to help
retailers, manufacturers and consumers."
As a neutral standards body, GS1 US will continue to facilitate
industry collaboration on 2D barcode technology and its adoption
during the transition and beyond. "The 50th anniversary of the UPC
barcode scan serves as a testament to the lasting relevance of GS1
Standards in an ever-evolving marketplace," Carpenter added. "As we
embark on the next chapter of barcode innovation, GS1 US remains
committed to driving progress and facilitating meaningful
advancements that will shape the next 50 years and beyond in retail
and supply chain."
For more information about GS1 US, the
50th Scanniversary and Sunrise 2027, please
visit gs1us.org/50.
About GS1 US
GS1 US® enables companies to power their supply
chains to deliver safe, consistent, authentic, and trusted
experiences. Best known as a source for UPC barcodes, GS1 is a
not-for-profit, global data standards organization that creates a
common language for companies to identify, capture, and share
trusted data that links their physical and digital supply chains.
Millions of businesses around the world power commerce with GS1
Standards. Learn more at www.gs1us.org.
1 Meri Stevens is
an employee of Johnson & Johnson Consumer Inc., a subsidiary of
Kenvue
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SOURCE GS1 US