2D codes in retail: opportunities, transition procedures and tips

Guideline for the implementation of QR codes at the point of sale from GS1

03.04.2025

The way products are labeled and scanned in retail is changing. Traditional barcodes, which have been in use for decades, will be replaced by more powerful QR codes. This development promises greater efficiency in business processes and more opportunities for customer interaction, POS marketing and product experience.

The evolution from barcodes to QR codes

Since their introduction in the 1970s, barcodes have revolutionized the retail industry by significantly speeding up product identification and the payment process. With technological progress and the growing need for more detailed product information, the focus is now shifting to two-dimensional codes, especially QR codes. These can store significantly more data and therefore open up new opportunities for retailers and consumers.

The GS1 guideline for 2D barcodes in retail

The international standards organization GS1 has published a new comprehensive guideline for the implementation of 2D barcodes in retail to help companies make the transition. This document provides practical recommendations for brand owners, manufacturers, retailers and solution providers to smooth the transition from linear to 2D barcodes.

Advantages and disadvantages of QR codes compared to traditional barcodes

A QR code lights up in the middle of a background of colourful vertical lines; Copyright: Adobe Express, AI-generated

Vorteile von QR-Codes

Increased data density: In addition to the Global Trade Item Number (GTIN), QR codes can store additional information such as expiry dates, batch numbers or serial numbers.
Direct access to digital content: Consumers can use a QR code to access further online information such as ingredient lists, allergy information or recycling instructions.
Design flexibility: QR codes are customizable in size and can also be used on packaging where space is limited.

Disadvantages of QR codes

Need for new hardware: Not all existing checkout systems are able to scan QR codes, which requires investment in new scanners.
Training requirements: Employees must be trained in the use of the new technology to ensure smooth operation.

Application examples in retail

Supply chain

Storing batch numbers and expiry dates in QR codes improves the traceability of products, which is particularly beneficial in the event of recalls.

Customer loyalty and marketing

QR codes enable interactive marketing campaigns in which customers can scan the code to access exclusive content or offers.

Product information

Consumers can call up detailed information on products, such as nutritional information or origin, directly via the QR code.

Food with an expiry date

The precise recording of expiry dates helps retailers to reduce markdowns and optimize the rotation of goods.

Circular economy

QR codes can provide information on the recyclability of products and thus promote sustainable consumer behavior.

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Technical information on creating and printing 2D barcodes

A person uses a smartphone to scan a QR code on a price tag on an item of clothing; Copyright: Adobe Express

Companies should consider the following aspects when implementing QR codes:

Data encoding: Selecting the right data structure and quantity is crucial for the functionality of the code.
Print quality: A high print resolution ensures the readability of the code, even in different lighting conditions and scanning angles.
Placement on the packaging: The code should be placed in a clearly visible and easily accessible location to facilitate scanning.

Further relevant information from the GS1 guideline

Among other things, the GS1 guide provides valuable information on:

Dual marking: Recommendations for the simultaneous use of linear and 2D barcodes during the transition phase.
Employee training: Strategies for effectively training staff to use the new technology.
Working with solution providers: Tips for selecting suitable technology partners for the implementation of 2D barcodes.

The transition from traditional barcodes to QR codes represents a significant opportunity for retailers to optimize processes and improve the customer experience. With the right resources and careful planning, this transition can be managed successfully.

Source: 2D Barcodes at Retail Point-of-Sale Implementation Guideline by GS1

Portrait of Julia Pott, member of the EuroShop editorial team, with shoulder-length brown hair, hoodie and open smile; copyright: beta-web GmbH

The portrait was AI-generated.

Author: Julia Pott | EuroShop.mag

Julia Pott has been working as an editor in the retail sector for eight years – initially at the retail magazine iXtenso, at times also as editor-in-chief. Today, she is responsible for the concept, editorial plan, content and design of the online magazine EuroShop.mag on behalf of the EuroShop and EuroCIS trade fairs. Her contributions combine editorial depth with a feel for trends and topics that drive the retail sector.

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