GS1: Getting Rid of Barcodes in the Name of Sustainability

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Could barcodes disappear from UK shops? (Credit: freepik)
A report by GS1 UK and FT Longitude has found barcodes may disappear from UK shops within the next five years, as 79% of consumers prefer QR codes

Within the next five years, traditional barcodes will vanish from UK shops according to a report from GS1 UK and FT Longitude.

This transformation aligns with increasing consumer demands for deeper engagement and more transparent product information, paving the way for the adoption of smart QR codes.

Some retail experts highlight the necessity of this change to restore consumer trust and meet evolving expectations.

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Revolutionising retail with QR codes

Familiar linear barcodes are being phased out and replaced by QR codes that can store extensive details.

These advanced codes not only facilitate checkouts, but also provide customers instant access to a wealth of online information about a product's origins, environmental impact, allergens and more.

In a survey with UK retail executives, 41% predict that QR codes will completely replace barcodes within five years.

Retail leaders such as Walmart, PepsiCo and Amazon have started using QR codes in 48 countries, aiming for worldwide implementation by 2027.

Sagar Mehendale, a Solutions Architect at Morrisons, describes the technology as the new standard for product identification.

Morrisons' Brentford shop front (Credit: Morrisons)

“The smart QR code is becoming the ‘de facto standard for identifying your product at SKU level and augmenting information about the product,” he says.

“The invention of the barcode is one of the great, untold stories in the history of our modern world – it is more frequently used than Google," adds Anne Godfrey, CEO of GS1 UK.

Anne Godfrey, CEO of GS1 UK

"The next generation of barcodes – QR codes powered by GS1 – will underpin the next retail revolution to give greater power to the consumer.”

Enhancing transparency for consumers

Today's consumers demand comprehensive details about the products they purchase.

A recent study shows that 77% of consumers deem product information crucial during shopping, 62% are willing to pay more for products with detailed information and 79% prefer items with scannable QR codes offering additional details.

QR codes meet these needs by providing data on nutrition, ingredients, safety and the origin of products.

For those mindful of the environment, QR codes offer insights into carbon footprints and emissions from production and transport.

Information regarding labour standards and sustainability practices is also accessible, catering to ethically conscious consumers.

(Source: GS1 UK & FT Longitude)

Anne continues: “From consumers and regulators to brand owners and retailers, everyone wants to know more about the products they buy, sell or consume.

"However, space on packaging is finite. QR technology allows businesses to connect their products’ unique identity to multiple online sources of real-time information.”

Morrisons aims to create a complete overview of product journeys through QR codes, enhancing the dataset provided to customers via apps.

“We intend to build a much more enhanced dataset,” Sagar says.

“If I want to map the journey for a certain type of wine, I need better integration with suppliers to track emissions and storage at every step.”

(Source: GS1 UK & FT Longitude)

Wider technological shifts in retail

This move towards QR codes is part of a broader technological evolution in retail.

Nearly half of businesses surveyed are developing capabilities for QR codes, and 52% plan to adopt them within two years.

The COVID-19 pandemic sped up digital transition across the industry, with brands now incorporating artificial intelligence, augmented reality and mobile technologies to enhance customer experiences.

Innovations such as self-checkout systems, mobile payment solutions and app-based shopping guides are becoming the norm.

Gareth Hughes of Estée Lauder Companies notes: “Stores will implement mobile point-of-sale systems, with staff assisting customers using handheld devices.”

A third of retail executives believe augmented and virtual reality will become essential to shopping experiences by 2030, blending digital and physical shopping worlds.

Meeting sustainability targets is also central to tech investments in retail, according to over a third of executives.

QR codes play a crucial role in reducing packaging waste, improving recycling efforts and tracking progress towards climate objectives.

Kate Hardcastle, a retail strategist, emphasises the urgency for brands to adapt: “The tidal wave of knowledge that’s coming will fuel the biggest transformation retail has ever seen. If brands don’t ride this wave, they’ll be left behind.

Retail strategist Kate Hardcastle MBE

“The retail message to consumers used to be ‘Stack it high, sell it cheap, open the doors and you may come in and buy.’ Now the consumer is the messenger: ‘This is what I want, how I want it and when I want it, and you, retailer, will deliver it.’”


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