BARCODES vs QR CODES: Barcodes are dying? Long live the QR code!
The familiar ‘zebra stripes’ in the back of many consumer goods is a familiar sight to all shoppers. Some of us even turn the can or box for the barcode to face the cashier. I was fortunate enough to witness the first useof barcodes in the US when I travelled in 1972 to Dayton, Ohio, as part of a South African delegation on a ‘look and learn’ trip to various supermarket chains in North America. At the NCR headquarters, we gazed in amazement when our host took a can of peanuts and passed it over some lights. Our attention was then focused on the cash register till that showed the product description, size and price in a mere second. Later on, I learnt that the Association of American Railroads had started implementing barcodes in their Kartrak system in the 1960’s. The FMCG industry picked up on this, and NCR was a pioneer in establishing the barcode system as a ‘normal’ front end solution for supermarkets.
I was the second retailer in South Africa to implement the NCR barcode system at SPAR Foodhyper, Wilropark, Roodepoort (I was beaten to the post by Knowles SPAR in Pinetown by a couple of months). Barcodes have since then become a staple in the grocery business with even the simplest spaza shop or convenience store being able to keep track of their detailed sales, product by product. Well, it appears that the barcode’s usability is coming to an end! In a recent press release by GS1, the global organisation that maintains the barcode standards, it announced their ‘Sunrise 2027’ initiative. This process is designed to replacethe one-dimensional barcode with the multi faceted QR code, already very familiar to most consumers. The emergence of smart phones has made the use of the QR code even more urgent, as consumers can now accrue many benefits by using both.
More information: QR codes can store significantly more data than barcodes, enabling manufacturers to provide detailed product information like ingredients, allergens, origin and sustainability details directly to consumers. For example, a consumer will be able to trace a product back to its manufacturing place, such as a piece of meat emanating from a farm and possibly see how the animals are treated or fed, when the product was packaged, by whom, what vitamins and/or allergens it has and a plethora of further information for the final user.
Consumer engagement: By scanning a QR code, customers can easily access additional product information, promotions and online content, leading to better customer engagement. The final consumer will be totally involved in the product and the information collated at the point of sale, or online, or through smart phones. In an age of personalised marketing, this will give immense value to the producer.
2027 is a mere two years away, so watch out for the packaging designs that will be coming your way with a QR code, but no barcode.
Note to retailers: start talking to your supplier of hardware about the possible software and/or scanning tools that you may require to be ready for this major change.
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