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“The vision of the future, and what we believe is the ideal scenario, is to work our way back to one 2D barcode with multiple uses,” she said. “Depending on the device being used, the circumstances of how it’s programmed, that one barcode can be used for the supply chain and it can be used to ensure the traceability part – which is a massive thing for pharmacy and also food products – but it can also be used by the consumer to access all the other various bits of information, ensuring it’s from validated sources, which is also an important part of this. “Today, if you go out into the marketplace \\\[and search online\\\] for a product, you’ll be presented with hundreds of different places to access that information, but how do you know which is the right one? How do you know which is the validated source? “If it’s a product from a \\\[major\\\] company, they’ll want to make sure you’re getting the information about their products from them and no one else.” With QR codes enjoying something of a renaissance, those close to the industry believe they’ll soon be appearing on most products, such as on personal valuables, so, if you lose them, people can scan the QR code and know whom to contact. Already there are QR codes on some food products, enabling users to look at additional product information or perhaps access recipes suited to the product. There’s also talk of QR codes being linked to everyday things such as receipts and warranties, removing the need to file the information elsewhere while also limiting the use of paper and encouraging more sustainable practices. Manufacturers can put QR codes on appliances, so users can access the manual online. They can include the product code, instead of it being hidden in the most inaccessible spots, and link it to an authorised online spare parts supplier. In the Covid era, the need to track and trace products has never been greater. The GS1 global standard for QR codes is already being used, enabling multiple stakeholders to access and share data that would otherwise take days to distribute and interpret. With the emerging technology, it will even be possible to push alerts onto a QR code for issues relating to a product recall. Next steps Clearly, there are opportunities for 2D barcode technology to be widely applied across the grocery sector, with multiple companies working to develop a broad range of applications. To help move the various initiatives forward, perhaps those working in supermarkets can help shoppers see how easy it is to access information through QR codes, demonstrating and offering support when needed. For the less technologically savvy, a video demonstration of QR code scanning, running on a loop in- store, may build shopper confidence and knowledge. With the widespread adoption of emerging QR code technology and packaging becoming smaller, perhaps the headache of managing premium priced retail space will disappear completely. PACKAGING & DESIGN Smart Media Product content made easy Ingredients and nutritional information How do customers view your brand online? Do they have all the information they need to pick your product? Smart Media’s Content Creation service provides you with everything your customer needs. Country of origin Marketing Messages EMAIL: services@gs1au.org APR, 2021 RETAIL WORLD 63