2D in Retail

About 2D barcodes

2D codes are two-dimensional symbols on packaging in the versions QR codes, GS1 QR and GS1 Data Matrix. The codes are able to carry rich amounts of information about products scanned in stores.

Two-dimensional codes enable both traditional scanning at the checkout and mobile scanning with the consumer’s smartphone. As an information carrier, the code offers effective communication throughout the supply chain and directly with the end user of the product.

With a simple mobile scan, the consumer can get detailed product information. In combination with GS1 Digital Link, you can also offer an unlimited menu of web links that can help mobile shoppers engage with your brand.

Why 2D in Retail?

Consumers today need more information about products than ever before. Regulators, the UN, the EU, organisations and industries are pushing towards sustainability, traceability and visibility in the supply chain. One of the effects are new demands for more information.

The benefits of 2D

Inventory Management

Maintain FIFO, improve inventory accuracy availability and location insight, avoid waste and ensure freshness

Traceability

Product authentication, share ingredient sourcing info, get supply chain visibility and win consumer trust

Safety

Strengthen brand integrity, prevent sale of expired or recalled product and fight counterfeiting

Sustainability

Share information on recycling, enable circular economy, prevent waste and access farm to fork data.

Consumer Engagement

Get access to brand authorised information, view promotions, recipes and win brand engagement.

Improved Packaging

Marketing goals on-pack, better ability for regulatory compliance and enhanced consumer experience.

A global 2D program

A global transformation is taking place where brand owners and retailers collaborate towards packaging with a barcode and 2D code. The initiative to go from striped to checkered comes from industry-leading global players and covers all product categories in retail and CPG, including variable weight products.

• Global site for 2D in Retail

• 2D in Retail: Position paper

• The Barcode Evolution: Position paper

• FAQ about 2D Retail

• 2D barcode scanning test plan: Executive Summary (Sept 2021)

Get involved in the 2D implementation

Join our working group

2D in Retail is a working group where you work together with your international industry colleagues. The collaboration aims to globally implement 2D codes and future-proof scanning in retail.

Submit interest

Other working groups

GS1 has formed several working groups and teams to enable industry leaders to collaborate.

2D Collateral Working Group

A global group that works to develop and revise checklists and get-started guides that are needed by everyone to initiate pilot projects and drive implementation

Brand Marketing Discovery Group

A global group that explores user needs to engage brand owners in a cohesive strategy for the supply chain, POS and consumer engagement.

2D in POS, variable weight items

A national working group who collaborates on joint needs around the phasing out of variable weight numbers and the introduction of GTIN with attributes to be represented in a 2D code.

Submit interest

Resource library

Read about industry initiatives, ongoing work and case studies from the Retail and CPG industry.

Getting started guide2D in retail POS

Industry guidance for a smooth transition on their journey towards 2D barcodes in retail point-of-sale.

Report2D implementation in Sweden

The CPG industry in Sweden has conducted a prestudy for the upcoming 2D implementation.

Case StudyImplementation at Woolworths

The Woolworths supermarket chain has implemented 2D codes for fresh food. Read their case study here.

GS1 and 2D barcodes

Questions and answers

Here are frequently asked questions and answers about 2D barcodes and other things you may want to know about GS1.

Go to FAQ