This is GS1 Digital Link
With GS1 Digital Link, it is possible for both retailers and their customers to gain valuable information—just by scanning a single barcode! This new standard from GS1 is expected to roll out shortly, learn more about what it means here!
The 1D barcode has long served as the standard for product information. However, due to shifting demands and new regulations, retailers must adapt to changing conditions. By the end of 2027, the 1D barcode is expected to be replaced by the 2D barcode, which allows more information to be stored. The GS1 Digital Link is an essential part of the global migration to 2D barcodes, making it possible for retailers and consumers to access more information in an easy and convenient way.
What is GS1 Digital Link?
The GS1 Digital Link is a new standard provided by GS1 that makes it possible to connect online product information to a barcode, which can be scanned using a device such as a smartphone. It is a standardised method for encoding identifiers such as Global Trade Item Number (GTIN), Global Location Number (GLN) and other data.
Whereas an URL usually refers to a specific website, the URI-syntax in the GS1 Digital Link can be connected to various sources of B2B and B2C information. Furthermore, as the GS1 Digital Link can refer to a number of digital information sources, the information in these sources can be changed by the brand owner, without having to make any alterations to the barcode itself. This makes it easier to ensure that the information is up-to-date.
Who is the GS1 Digital Link for?
The GS1 Digital Link is a great way to connect companies and their customers with the information they need. This standard has significant potential among retailers, pharmacies, and healthcare providers. However, in the healthcare industry, there are specific limits and regulations that the GS1 Digital Link must comply with, which makes the setup look somewhat different.
What are the benefits with GS1 Digital Link?
There are several benefits with this new standard, both for companies and consumers.
Benefits for companies
One of the main benefits of the GS1 Digital Link is that it makes it possible to use the same barcode for everything—whether for registering the product at checkout or performing inventory checks. Today, a product usually has to be labeled with several barcodes for different purposes, which can be both costly and confusing. The GS1 Digital Link barcode collects all information in one place, making it easier for companies to scan and read the necessary data, regardless of where in the supply chain the scanning takes place.
Benefits for consumers
By making it possible for consumers to scan a barcode using the GS1 Digital Link standard, companies can unlock more information that helps consumers make purchase decisions. For example, product information, usage manuals, and images help improve the customer experience. Furthermore, campaigns and other promotional materials can boost brand loyalty and purchase intention.
Are retailers ready for GS1 Digital Link?
By the end of 2027, as part of the Ambition 2027 program, the transition to accepting 2D barcodes at point-of-sale (POS) and point-of-care (POC) will take place. Retailers must ensure their systems are equipped with devices capable of reading both traditional barcodes and GS1 Digital Link 2D barcodes.
Several manufacturers, such as Datalogic, have already created hardware that supports the recognition of the barcodes associated with GS1 Digital Link – giving retailers time to prepare, making the transition as smooth as possible.
Can GS1 Digital Link be used with self-scanning?
As the GS1 Digital Link comes with some of the benefits already introduced to shoppers through specific self-scanning solutions such as EasyShop, it raises the question of how the use of self-scanning will be affected by the new barcode standard.
Perhaps the greatest challenge for self-scanning providers is figuring out how to follow the links incorporated into the barcodes and how to showcase them in an easy, user-friendly way. Of course, most self-scanning providers are developing their solutions with the GS1 Digital Link standard in mind, and many see opportunities to deliver an even better product:
“The GS1 Digital Link standard is a welcome development for the continuous evolution of retail technology – it is a great way to showcase product information and other helpful information in a standardized way. As we will integrate the GS1 Digital Link standard in our self-scanning solution, we will ensure the information is provided in a non-disruptive way, in order to maximize the potential of both solutions.”, said Fredrik Englund, Managing Director at Datema Retail.
How to get started with GS1 Digital Link?
If the products are already labelled with a GS1 barcode, each product already has a GTIN, which is required to start using GS1 Digital Link. With a GS1 identifier, such as the GTIN, it is possible to start adding website links. For a complete guide, visit the GS1 website.
About GS1
GS1 is a global collaboration where industry leaders, governments, regulators, and other stakeholders work together to create standards-based solutions aimed at addressing and solving the challenges of data exchange.
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