In 2018, GS1 launched the latest innovation in barcode standards, GS1 Digital Link. This new technology transforms how products interact with consumers and the supply chain by connecting them to the internet through dynamic QR codes.
In 2022, using Orca Scan’s technology, GS1 UK launched a pilot for 50 retail brands across the UK as part of a campaign to engage their members, partners and raise awareness and adoption of QR codes powered by GS1.
Here’s how it all came together 👇
The Challenge
In 2018, GS1 introduced the revolutionary barcode standard, designed to reshape the way products connect with consumers and the supply chain through dynamic QR codes that, once scanned, unlock key product information such as allergens, recipes, recycling tips and more.
The potential was huge, offering a future where every product could be connected to the digital world. Initially, GS1 had focused on supporting the implementation of 2D barcodes at the point of sale (POS) but recognised that widespread adoption would require brands to be on board, too.
Implementation, however, was challenging as it required technical expertise, time, and effort, which made brands hesitant. So, to drive adoption, GS1 UK looked to Orca Scan, a GS1 UK-approved partner known for its commitment to simplicity, to develop a solution that allows brands to get set up and connected with minimal effort.
Working on a new innovation and bringing Orca Scan’s hyper-focus on simplicity to accelerate its adoption felt like a no-brainer. This solution will not only help brands today but also sets them up for the next 50 years of the barcodeJohn DohertyCEO and FounderOrca Scan
A little bit of context
GS1, a membership organisation operating in over 150 countries, is known for providing globally recognised standards that ensure traceability across supply chains. For more than 50 years, GS1 standards have been essential in supporting the three pillars of traceability: identifying, capturing, and sharing interoperable data.
With experience supporting over 420,000 users worldwide to simplify barcode tracking, Orca Scan is the one-stop platform for everything barcode. With expertise in user experience and cloud-based technology, they were perfectly positioned to help demystify the new standard and provide GS1 UK members with a simple three-step solution that makes it easy for brands to upgrade.
The solution
Orca Scan developed a simple three-step solution, built on top of the Orca Scan platform, that allowed GS1 UK members to create and manage fully compliant QR codes powered by GS1, as well as build and maintain their dynamic landing pages all from a single platform.
I can’t see any negatives to it; you’re only gaining from utilising QR codes powered by GS1 and the Orca Scan solutionMark MillardWheyBetterPilot Member
Using this solution, brands simply upload their product Global Trade Item Numbers (GTINs) and URLs into an Orca Sheet, create columns for each piece of information they want to share and voila - real-time updates on everything from promotions to allergens without needing to change their packaging or generate new QR codes.
The best bit? Brands retain control over their user experience with automatic branding of their landing pages, custom domains and real-time updates, making adoption more attractive.
As with most food products, there is limited space on product labels and packaging. The GS1 Digital Link solution with Orca Scan’s bespoke landing page solves that challenge by giving Hillfarm’s story the space it deservesElizabeth FoxHillfarm OilsPilot Member
The key to success was engaging directly with brands, listening to their challenges, gathering feedback and refining the platform. So the Orca team did just that; from UX testing with JUX Food at the BBC Good Food Show to attending Trade Shows and Industry Talks with the GS1 UK team, every aspect of the user experience was considered.
Was the solution successful?
The six-month pilot programme was a hit. All 50 participating GS1 UK members completed the pilot and continue to use the system today. Over 800 additional users have since adopted the Orca Scan solution independently.
Our focus was to make the implementation and adoption of QR codes powered by GS1 easy for our SME members. The success of the pilot with Orca Scan shows how effective the solution has been in meeting that goalJason HaleGS1 UKHead of Product
The pilot’s success has paved the way for a global rollout 🌎. With iconic brands like Branston leading the way, additional pilots are now being launched worldwide. Today, all GS1 members now have the opportunity to upgrade to GS1 Digital Link using Orca Scan’s simple, three-step solution.
The stories speak for themselves… check out how our pilot members, including WheyBetter Chocolate, JUX Food and Ntsama Chilli Oils and Sauces use the solution to embrace Digital Link and connect with their customers like never before.
Thank you 🙏
Thank you to the GS1 UK team and all the pilot members who worked with us to deliver a simple solution for the next 50 years of barcodes in retail. It’s been great to see its success, and we’re looking forward to seeing the solution benefit all GS1 members globally 🚀