The GS1 Sunrise 2027 initiative marks a significant shift from traditional ‘1D’ barcodes to ‘2D’ barcodes – aka QR codes.

The switch aims to enhance data capacity, improve supply chain efficiency, and enrich consumer engagement. In practice, it means that a QR code will replace a barcode on a product and it can be scanned both at the checkout but also by the consumer via their mobile device as a gateway to digital experiences.

As a brand owner, preparing for this transition is crucial to maintain competitiveness and leveraging new opportunities. To help you take advantage of this opportunity, we’ve created the following ten-point checklist to guide your readiness for this change:

1. Understand the Implications of Sunrise 2027

Familiarise yourself with the GS1 Sunrise 2027 initiative, which mandates that by the end of 2027, retailers should have POS systems capable of reading both traditional 1D and new 2D barcodes. This transition addresses the growing demand for greater product information transparency, traceability, and authentication.

2. Assess Your Current Barcode Usage

Conduct a comprehensive audit of your existing barcode systems to identify products utilising 1D barcodes. Evaluate the data limitations of these barcodes and determine the additional information that could be embedded using 2D barcodes, such as batch numbers, expiration dates, and URLs.

Think both B2B and B2C – what information can improve your supply chain capabilities but also how can you leverage the switch to enhance your consumer’s experience? What new offers, experiences or loyalty mechanism could you be activating with this new opportunity?

3. Enhance Data Management Systems

Implement robust data management solutions to handle the extensive information encoded in 2D barcodes. This includes maintaining accurate product details and batch information, but also make sure that you are working with a GS1 compliant ID management platform (like our own) that can manage dynamic URLs and a rules-based approach so that you can maximise the usage of the new QR code with consumers – giving them specific experiences based on time, location,or other variables. (io.tt is an official GS1 UK and US partner).

4. Explore Consumer Engagement Opportunities

Leverage the capabilities of 2D barcodes to enhance consumer engagement. Working with an ID management platform (like io.tt) you can maximise this new media channel with your consumers. Brands often spend millions on media placements and ignore the opportunity presented by the most important one – your product in your consumers hand at the moment of purchase decision. You can use this new media channel to direct consumers to detailed product information, promotional offers, or interactive content, thereby enriching the customer experience and building brand loyalty.

5. Coordinate with Supply Chain Partners

Engage with suppliers, distributors, and retailers to ensure alignment in adopting 2D barcode technology. Collaborative efforts can streamline the transition, ensuring that all parties are equipped to handle the new barcodes, thereby enhancing overall supply chain efficiency.

6. Upgrade Printing and Packaging Capabilities

Ensure your printing technology can accommodate 2D barcodes. This may involve investing in new printing equipment or updating existing machinery to handle the increased data density of 2D codes. Collaborate with packaging designers to integrate 2D barcodes seamlessly into your product packaging without compromising aesthetic appeal. At io.tt we work with partners across the entire supply chain to ensure that the transition will be smooth.

7. Update Point-of-Sale (POS) Systems

If you operate retail outlets, upgrade your POS systems to read and process 2D barcodes. This ensures seamless transactions and prepares your business for future advancements in product identification and consumer interaction.

8. Train Staff Across Departments

Develop training programs to educate employees about the functionalities and benefits of 2D barcodes. This includes staff in production, quality control, logistics, marketing, and sales to ensure a cohesive understanding, and implementation strategy. The dual nature of the evolution of the barcode – enabling more information to be carried to enhance and optimise the supply chain and at the same time opening up new consumer engagement opportunities – means that brand owners need to connect both sides of their own business to take full advantage.

9. Ensure Compliance with Regulatory Standards

In addition to the supply chain and marketing opportunities, you can also use the new capability to stay compliant with evolving industry regulations concerning product information disclosure. Compliance with these standards not only avoids legal complications but also builds consumer trust through transparency and better communication around sustainability.

Digital Product Passports (DPPs) are being introduced in the EU with an aim to enhance transparency across product value chains by providing comprehensive information about each product’s origin, materials, environmental impact, and disposal recommendations. The DPP is designed to close the gap between consumer demands for transparency and the current lack of reliable product data. The shift from barcodes to QR codes as part of GS1 Sunrise will enable all companies using these codes to comply with DPP regulations.

10. Monitor and Evaluate Implementation Progress

Once you have People, Platform, and Process in place, you must continually measure and evaluate to assess the effectiveness of your program. Identify and regularly review key metrics to identify areas for improvement, ensuring that the transition enhances operational efficiency and meets consumer expectations – depending upon your implementation and usage your key metrics could vary.

Some key metrics to measure include cost per acquisition (CPA) of first party data record collection (1PD), cost savings on packaging (driven by reduction in material usages – digitising instructions, reducing packaging size through digitisation etc) and reduction in consumer complaints / improvement in consumer recommendation based on more consistent communication with consumer via on product / on-pack communication. (io.tt has seen consistent improvement across all of these for its clients).

By following this checklist and capitalising on the opportunities presented by GS1 Sunrise, brand owners can position themselves at the forefront of the industry innovation around QR codes, meeting evolving consumer demands and achieving benefits across a range of areas including:

• Enhanced Consumer Transparency: Provide consumers with instant access to comprehensive product information, including nutritional facts, sourcing details, and sustainability practices - fostering informed purchasing decisions.

• Improved Inventory Management: Utilise the detailed data within 2D barcodes to monitor stock levels accurately, track product movements, and manage recalls efficiently - thereby reducing operational costs.

• Strengthened Brand Protection: Incorporate unique identifiers within 2D barcodes to combat counterfeiting, ensuring product authenticity and safeguarding brand reputation.

• Personalised Marketing Strategies: Analyse consumer interaction data obtained through 2D barcode scans to develop targeted marketing campaign - enhancing customer engagement and driving sales.

• Sustainability Initiatives: Reduce packaging clutter by embedding extensive product information within the barcode, supporting eco-friendly packaging designs and contributing to sustainability goals.

Get in touch today to talk to one of our experts to find out more about how connected experiences can help with your own GS1 Sunrise migration. You can also start a free trial of io.tt to explore it's capabilities yourself