How GS1 Digital Link Enhances Product Data, Logistics, and Consumer Trust

GS1, or Global Standards 1, has been at the forefront of the barcode revolution. It’s a global standards organization that introduced the Global Trade Identification Number (GTIN) and EAN/UPC barcodes. Today, GS1’s GTIN barcodes are among the most widely used in international trade and are adopted by major retailers and e-commerce companies. 

Did you know that barcodes are used 10 billion times each day? This exceeds the daily searches on Google (8.5 billion). This incredible volume highlights the integral role barcodes play in our daily lives. However, traditional barcodes weren’t keeping pace with the evolving demands of modern consumers. In fact, 77% of consumers are actively seeking detailed product information. This highlights a need for a more robust solution than traditional barcodes could offer. To address this, and as a key part of GS1’s ambitious Sunrise 2027 mission, GS1 introduced GS1 Digital Link. 

The article will guide you through how GS1 Digital Link redefines the barcode functionality of products, ensuring seamless product data management, logistics efficiency, and increased customer trust. 

What is GS1 Digital Link?

According to GS1, “GS1 Digital Link enables barcodes and other data carriers to become web links, connecting a product’s unique identity to online sources of real-time information that brands can control”. In other words, it converts a product’s unique identification number into a clickable web link, providing access to a wide array of online details. 

Essentially, it bridges the gap between a physical item and its digital information, enabling access to details such as product information, supply chain information, and promotions with a simple scan of a barcode or QR code.

Brands can use scannable 2D barcodes to provide various product information, including ingredients, recipes, tutorials, sustainability information, allergen details, usage instructions, or certifications. This helps customers access more detailed product information, ultimately enabling them to make an informed decision before purchasing. 

The link is compatible with smartphones, point-of-sale (POS) systems, and supply chain scanners, enabling retailers to operate more effectively and manage their logistics and supply chains more efficiently. 

Streamlining product data management for brands

Unlike traditional barcodes, GS1 links enable brands to include more product information on the barcodes and exert greater control over the information. Like a dynamic QR code, GS1 Digital Links enable brands to update or change information without discarding or reprinting already printed barcodes.  

Let’s examine some key benefits of utilizing the digital link for product data management. 

⏩ Centralizing data management: Ensuring one authoritative source of truth for all product-related information for multiple audiences: consumers, retailers, regulators, and partners. 

⏩ Enhanced data accuracy and consistency: Linking directly to online databases reduces errors and ensures up-to-date information across all touchpoints. 

⏩ Contextual delivery based on location: Automatically serving different content based on local languages, with region-specific compliance information, enables dynamic promotions, regional offers, or localized product data.

⏩ Effective communication for recalled products: Brands can communicate with customers about defective products by identifying the product batches and updating the information. This prevents customers from buying recalled products. 

Ensuring logistics and supply chain efficiency for retailers 

GS1 2D barcodes in packaging enhance traceability and transparency, allowing retailers to track product origins and movements in real-time easily. Enabling end-to-end traceability for food safety, recalls, and compliance is crucial for logistics and supply chain efficiency. Let’s see more benefits. 

⏩ Improved inventory management: Facilitates real-time tracking and visibility of products throughout the supply chain from manufacturers to warehousing and distribution to shelf management. This enables the automation of reorders and tracking of product movement, ultimately improving inventory management.

⏩ Reduced shrinkage and counterfeiting: Each product features unique digital identifiers, enabling tracking and verification across multiple touchpoints. This helps identify authentic products, flag counterfeits, and even track items in the resale market. 

⏩ Seamless integration with existing systems: The digital link enables easy integration with current point-of-sale and inventory management systems by leveraging dynamic product information. 

⏩ Faster and more accurate checkouts: Efficient operations at the POS, with quick scanning of 2D barcodes, result in more accurate checkouts. Standardized identifiers reduce operational inefficiencies.

Building consumer trust and loyalty in the digital world

Product authentication, transparency, and easy access to information are crucial factors that boost customer confidence before making a purchase. GS1 links turn every scan into an opportunity to build customer loyalty and trust. Let’s explore more key benefits: 

⏩ Enhanced customer experience: Fulfilling information needs enhances the customer shopping experience by simplifying their decision-making process. The availability of product data and self-help usage information, accessible with a single scan on their smartphone, improves customer purchase satisfaction. 

⏩ Improved customer engagement: By bridging physical products with digital experiences, including video tutorials and images, the digital link enhances customer experience and engagement. Offering exclusive content, rewards, and promotions attracts customer attention. 

⏩ Loyalty through added brand values: Connecting with customers on a deeper level by redirecting them to digital channels, such as a website and social media, and adding more brand information. Brands can share their missions, sustainability efforts, and values to gain customer trust and loyalty. 

Conclusion

GS1 Digital Links are next-generation barcodes that enable brands to provide rich product information and keep the information up to date for various stakeholders, including regulators and customers. 2D barcodes further strengthen product authentication and ensure transparency, allowing retailers to streamline logistics and supply chain operations. This technological innovation also fulfills evolving customer needs and enhances the customer buying experience by providing access to real-time product information. 

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