QR codes powered by GS1 represent a step change for supply chains. Unlike traditional barcodes, they can carry richer and more dynamic information, including batch and expiry data, while also linking to broader product content.
At the QR Horizons Summit, hosted by GS1 UK, the message was clear: the discussion has moved beyond why the transition matters. The focus is now on how organisations prepare for it in practice.
Opportunities for retailers and brands alike
The opportunities are already becoming clearer. In retail, better use of expiry and batch data can help prevent the sale of out-of-date products, improve forecasting, reduce waste and support more targeted markdowns. For brands, QR codes can enhance engagement offering previously out-of-reach access to the consumer, sharing richer product information, instructions, rewards and competitions, provenance and quality assurance, and recycling guidance.
Taken together, these use cases show that the transition is about more than replacing a barcode. It is a chance to improve operations and strengthen the customer proposition.
Challenges to unlock benefits at scale
The bigger question is not whether the opportunity exists, but how to deliver it at scale. This is not a simple packaging change or a standalone technology upgrade. It is a broader transformation that affects data, processes, systems and day-to-day operations.
First, businesses need cross-functional alignment. Success depends on collaboration across supply chain, technology, packaging, commercial, quality, store operations and sustainability teams. Without clear ownership and senior sponsorship, programmes can easily lose momentum or remain stuck in pilot mode.
Second, the transition depends on collaboration across the supply chain. Retailers, manufacturers and other partners need aligned data, shared standards and practical ways of working. The full value will only be realised if organisations can coordinate beyond their own four walls.
Third, changes to packaging design and practical printing creates real operational complexity. Businesses need to consider line set-up, packaging changes, packaging materials, maximising limited space on pack, artwork timelines, required print speeds, system integration, and the controls needed to verify accuracy and consistency. In high-speed environments, these are not minor details; they are critical design decisions that can determine whether implementation works in practice.
Next steps
For most organisations, the priority now is to start in a focused and practical way. That means identifying the use cases with the strongest value, assessing where operational readiness is highest, and understanding what needs to change across data, systems, packaging and process.
A good starting point is to ask a small number of clear questions:
- Where is the value case strongest?
- Which categories are most suitable for early action?
- What data is available today, and where are the gaps?
- How ready are current scanning, printing and packaging processes?
- What governance is needed to move from pilot to scale?
This is where we can help. We support clients in defining the value case, assessing readiness, shaping the roadmap and managing the move from pilot to implementation at scale. GS1 UK also provides valuable resources to help organisations build understanding and take the next step with confidence.
The direction is clear. The value is increasingly proven. Now is the time to act.
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