1D barcodes have been used in retail for over 50 years to help improve the tracking, scanning and functionality of products at point of sale systems. However, with the rise of technology, traceability and the need for increased transparency between customers and brands, 2D barcodes are becoming more and more popular to deliver everything you need from one barcode.
GS1 is the global standards organisation behind what we know as GS1 barcodes and have called this transition “Sunrise 2027”, as this is the year that GS1 hope industries will have started to switch from 1D barcodes to 2D barcodes. Whilst it doesn’t directly involve consumers yet, this is a revolution going on behind the scenes that consumers should understand so they can take advantage of it when possible.
In this blog, we will explain Sunrise 2027, what this means for brands and customers, and how to use new digital barcodes 👇
The Problem with Today’s Shopping Experience
Traditional barcodes have great abilities to track and identify a range of products for a variety of industries, including retail, manufacturing, healthcare and logistics, and have become essential throughout the supply chain. However, with the development of technology offering more and more information, it isn’t enough for a barcode to just hold GTIN and price information anymore.
1D barcodes limit the ability for customers to find more information, and verify a product’s authenticity before they buy it. This is becoming increasingly frustrating within the food industry because customers want access to detailed ingredients and nutritional information, which is not always available on the label. Similarly, conscious shoppers that want to understand a brands mission, origin and sustainability efforts before purchasing are unable to find this information through ordinary 1D barcodes, so find themselves looking for the website or relevant signage in the supermarket before buying.
Unfortunately, when it comes to product recalls, current 1D barcodes can only identify what product is affected (not when or where it was made), forcing companies to recall ALL inventory of that product. Whereas, 2D barcodes contain barcode numbers, batch and lot numbers that allow for pinpointing the affected product runs, keeping recalls at a minimum and only safe inventory on the shelves, reducing unnecessary waste and shortages.
What does Sunrise 2027 mean for shoppers?
The most commonly used 2D barcodes are QR Codes and GS1 DataMatrix codes because they are fast responding barcodes that store larger amounts of data compared to 1D barcodes, making them perfect for marketing and advertising for brands.
Sunrise 2027 marks the date that retail brands will need to start making the transition from 1D barcodes to 2D GS1-powered QR codes (see our QR code vs barcode comparison), however some brands have already started to make this move.
Customers can use their smartphones to scan the QR code on pack and access the landing page that has been nominated. This may be the brand’s website sharing ways to reorder, their sustainability efforts, social media pages to encourage engagement, or a video explaining how best to use the product. The possibilities are endless 🙌
There is potential for brands to use these GS1-powered QR codes to develop their customer’s experience, giving them all the information and tools to become better, more conscious shoppers. It is also bridging the gap between in-store and online shopping, giving people the choice to continue enjoying in-store experiences with instant access to the information that is available when shopping online.
Why is Sunrise 2027 important for Retail?
Brands can use QR Codes to store extra information not printed on the label, such as URL links, social media pages, contact details or feedback forms, as customers can access this information on the spot. By scanning the QR Code with their smartphone, customers can find additional information that is not on the product label, before making a purchase.
This is particularly helpful in the food industry because, for example, a parent trying to check for allergens in a food product can verify the full list of ingredients and allergens via the QR Code before making a purchase. Likewise, brands can link extra web pages via the QR code to show the origin of the product, or the environmental effect it has, so customers can be conscious of their purchases. The transition from 1D to 2D barcodes will transform the shopping experience by putting product information directly into the customers’ hands, with little effort needed.
Preparing your Business for Sunrise 2027
This technology will allow shoppers to develop the ways they find, purchase and use products over and over again as they’ll have all the available tools to make the best decisions each time. For brands and businesses looking to make the change, Orca Scan has made it easy for you to accommodate this new technology - simply create and maintain GS1 Digital Link QR codes with our solution, so you can concentrate on delivering the best benefits to your customers.
Benefits of Sunrise 2027 in Retail
With new GS1-powered QR codes, brands can share extra information with customers without having to recall, redesign, and print new product labels every time something changes because these QR codes are digital and editable at all times.
Additional benefits to QR codes include:
✅ Don’t be limited by product label size
✅ No need to redesign or re-print new labels
✅ Personalise the content you want customers to see
✅ Increase traffic to desired pages
✅ Share your brand mission & story
Sunrise 2027 Case Studies
Research shows that consumers are keen for more information about the brands and products they are buying. According to a recent survey by GS1, 77% of customers say product information is important when making final purchases; 62% say they will spend more on a product if there is more available information, and finally, 79% of consumers are more likely to buy if there is scannable QR codes with additional product information.
Nutrition, ingredients, country of origin and allergens were amongst the kinds of product information that customers sought when shopping. Supporting the need for these industries to start making the switch ↪️
We’ve helped many brands with the transition from 1D barcodes to 2D QR Codes over the last few years with our Digital Link solution supporting new GS1-powered QR codes. Food innovation brand, JUX Food, started using new GS1-powered QR codes in 2022 as they knew the innovation not only aligned with their mission, but was vital to helping customers fully understand what their products can do.
JUX have worked with us to share how they are implementing the Digital Link solution with new GS1-powered QR codes to enhance customer engagement. The team have gained important insights into their customer’s wants, needs, and shopping and purchasing habits.
It is a fantastic tool to help empower consumers with more information. The QR codes help with building their confidence in purchasing, as we can relay extra information that previously would have been limited by label spaceAnna WoodFounderJUX Foods
Making the Move to QR codes?
If you’re a retail brand looking to make the switch from 1D to 2D QR codes, Orca Scan is your one-stop shop for all things barcodes! Scan, track and export all your product data using your smartphone, generate new QR codes and create product labels via our Barcode Label Designer.
Orca Scan is a GS1 UK-approved barcode tracking app that can be downloaded and installed on any Apple or Android device, including DataLogic, Honeywell and Zebra barcode scanners.
Download the free Orca Scan app today and get scanning.
