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However, all this could be set to change in the next few years, as retailers are going to stop using old so-called barcodes with lines and replace them with newer square, pixel-based QR codes.
items.
Currently, traditional barcodes are able to store only seven specific kinds of details – the item’s name, the manufacturer, the type of product it is, its dimensions, color, weight, and price.
According to Anne Godfrey, chief executive of GS1 UK, nearly 50% of British retailers have already modified their checkouts to accommodate the use of QR codes.
But they gained increased popularity during the pandemic when everyone had to scan them to order from menus in restaurants or bars.
And they’ve now become more common on product packaging, providing shoppers with extra information or directing them to websites.
Anne said: “In the near future, we’ll bid farewell to traditional barcodes and switch to a single QR code for every product, which will contain all necessary details.”
‘The older barcode formats simply do what they are supposed to – make a sound, display the price, and let the customer leave the store. But the modern-day consumer wants a lot more information about a product before making a purchase.’
A barcode specialist has provided further insight into QR codes and the “greater power” they will provide to customers on the 50th anniversary of the barcode.
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But Anne warned that other retailers would soon have to make the upgrade or risk being left behind.
, and Walmart.
It’s expected that the global implementation of the new codes will be fully completed within two years. Therefore, it’s possible that traditional barcodes will be phased out for good by 2027.
“We won’t be celebrating the humble barcode’s demise, but it’s time for us to bid it a long farewell,” Anne said.
And if you’re concerned the changes to barcodes might cause problems for stores and customers, you don’t have to be too worried, says Theresa Lindsay, the group marketing director at consumer finance brand, Novuna.
We’ve already conquered two key hurdles associated with this change – consumer resistance and the expense of implementation for retailers.
“The pandemic greatly accelerated the adoption of digital technology, making customers much more comfortable quickly scanning for information. We view this as an evolution that will benefit customers and help brands learn from actual people who shop on the high street,” Theresa explains.
She emphasizes that there are numerous additional advantages to incorporating QR codes, particularly for individuals with disabilities.
‘These new barcodes also address accessibility issues for many people. For example, individuals with visual impairments can use scanners to get audio assistance. QR codes will be a more powerful tool for consumers to decide whether a product is suitable for them, leading to greater trust and communication between brands and customers,’ she says.
‘From a business standpoint, smaller retailers who use the new QR codes can more effectively communicate their stories and provide dynamic, product-related content. Personalizing the product experience is crucial when businesses are restricted by product packaging or store space.’
“Theresa adds ‘QR codes unlock a wide range of opportunities for brands and customers, going beyond just tracking a product’s expiration date. By linking an action to the QR code, which is then evaluated to understand how consumers interact with a product or initiative, brands can directly gain insights from customer shopping activities to improve meeting their needs.’
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