Tesco is introducing new on-pack scannable QR codes that give shoppers more product information in what is being dubbed the “second barcode revolution”.
The pilot is in collaboration with barcode standards body GS1 and aims to overcome the current limits to the amount of information physical labels can carry.
The QR codes work the same as traditional barcodes at checkout. However, consumers can also scan the codes with their smartphones to access detailed product information such as recipe ideas, ingredients and allergens, and sustainability and recycling information.
They can also be used by manufacturers to better track products through supply chains and provide retailers with more detail at the point of sale.
The QR codes powered by GS1 are now being tested in 48 countries, with plans for a comprehensive rollout by 2027. The likes of PepsiCo, Walmart, P&G, L’Oréal and Amazon are already involved.
In the UK, GS1 has completed a pilot programme with over 50 brands and is now working with its wider membership to accelerate adoption. It is collaborating with Tesco to prepare for point-of-sale scanning.
Matt Rhind, supply chain & development director at Tesco, said: “We are pleased to be collaborating with GS1 to explore the potential benefits for customers and for our business from QR codes.
“We know our customers want the opportunity to access detailed product information instantly via their smartphone and we are also always looking for solutions for reducing waste and tracking products more effectively throughout our supply chain. QR codes powered by GS1 will help us meet these challenges, and we are already taking steps to prepare for the transition.”
Anne Godfrey, CEO of GS1 UK, added: “In today’s hyper-connected world, barcodes need to start working harder. We look forward to building on the five decades of cross-industry collaboration to make this vision for the future a reality.
“There is still much to be done but, with the backing of our members, partners and our global community, QR codes powered by GS1 can deliver new, more powerful ways working that promise to be just as transformational – if not more so – than that first barcode scan 50 years ago.”
NAM Implications:
- QR code = additional info for those that want it.
- Busy shoppers, please note.
- NB. The issue of letter-of-the-law vs spirit-of-the-law comes into play in that the consumer needs to be aware of key info buried in the detail.
