Transitioning to 2D Barcodes

The transition from linear to 2D codes is known as GS1 Sunrise 2027 in the U.S. and referred to globally as 2D Migration. © lifti Digital – stock.adobe.com

Steps to Prepare for GS1 Sunrise 2027

By Anna Klapper, Project Manager, Videojet Technologies

The existing retail barcode system, based on linear barcodes including the European Article Number (EAN) or Universal Product Code (UPC) has been working successfully for over 50 years. However, the growing need for enhanced functionality has ushered in an era of 2D codes, specifically both GS1 and non-GS1 DataMatrix and QR codes^®.

This transition from linear to 2D codes, known as GS1 Sunrise 2027 in the U.S., is referred to globally as 2D Migration. Led by the international not-for-profit GS1 organization, the initiative will deliver advantages to brands, retailers, and consumers alike – and now is the ideal time to prepare.

The Timeline and Why It Matters

GS1 Sunrise 2027 is a standards initiative, not a mandatory regulatory deadline. Despite the name, 2027 won’t suddenly mark a transition from linear to 2D codes. However, without preparation, retail brands and manufacturers could face challenges in 2027 and beyond:

• Outdated printing and coding systems that can’t produce 2D codes
• Disruptions from unreadable codes
• Poor retail customer service and damaged consumer trust
• Lost marketing opportunities

At the same time, retailers’ POS systems and retailer software should meet requirements for scanning 2D codes starting in 2027.

Start with Dual Code Marking

GS1 recommends that brands begin the transition to GS1 Sunrise 2027 by adding 2D codes to their packaging alongside existing EAN/UPC barcodes. In their 2D Barcodes at Retail Point-of-Sale Implementation Guideline, GS1 provides the following chart to identify the code options of the transition period and 2027’s ambition goal:

Image courtesy of Videojet Technologies

• Transition Period: Dual-marking transition phase with EAN/UPC and a 2D code
• Ambition for 2027: EAN/UPC or a 2D code (preferred)

Implementing dual codes will allow brands to take advantage of the additional data enabled by 2D codes (including customer interaction, if using QR codes encoded with GS1 Digital Link). These changes also help ensure products can be sold seamlessly in stores without updated POS systems.

Use Optimal Code Placement

GS1 has conducted extensive testing to determine the positioning of the linear barcodes and 2D codes that are best for avoiding scanning disruptions and issues at checkout. They recommend that the two codes be located in the field of view of both POS scanners and handheld barcode scanners. The graphic below, from their 2D Barcodes at Retail Point-of-Sale Implementation Guideline, shows the ideal 2D code placement in relation to the linear barcode:

Image courtesy of Videojet Technologies

GS1’s testing has shown that the two codes must fit within a 50mm radius from the center of the EAN/UPC code on the package for consistent scanning results. It’s important to note that while 50mm is considered the maximum spacing for the two codes when designing the package, the code’s quiet zones (as indicated in the guide here) should be accounted for as well.

Consider Other Design and Printing Needs

When designing the package graphics to accommodate dual barcoding, brands should keep some important considerations in mind:

• Adjust the timing of current workflows. EAN/UPC barcodes are usually pre-printed on the package. However, data rich GS1 2D codes often include production information (such as dates, line codes and batch numbers) that must be printed at, or close to, the time of packaging.
• Check printer capabilities and packaging machines. In addition to ensuring printers can accurately print GS1 2D codes, allow room for variations in the packaging machine’s position when setting up the code placement. Don’t allow the 2D code to drift too close to the EAN/UPC code.

DataMatrix and QR codes

The Sunrise 2027 program promotes both GS1 DataMatrix and GS1 Digital Link QR codes. They can be encoded with the product GTIN, expiration or best by dates, serialization, and scanned at the point of sale.

While GS1 DataMatrix codes can be encoded with GS1 Application Identifiers (businesses using GS1 128 on secondary packaging should be familiar with it), common non-GS1 DataMatrix and QR codes can also be coded with the GS1 Digital Link structure, which combines the GS1 Application Identifiers with a URI link to access information and resources online.

Image courtesy of Videojet Technologies

In these 2D code examples, the product data is the same for each:

• GTIN: 09521101530001
• Lot or Batch Number: ABC123
• Expiration Date: 270104 – January 4, 2027
• The data encoded into the GS1 DataMatrix code is: {FNC1}010952110153000110ABC123{GS}17270104
• The data encoded in the GS1 Digital Link QR code is example.com/01/09521101530001/10/ACB123?17=270104

The data encoded in a Digital Link QR code includes a Uniform Resource Identifier (URI) that links to online resources for that product. This means GS1 Digital Link is the most powerful of the GS1 barcode syntaxes. It eliminates the need to add separate QR codes to a package for consumer engagement and other marketing functions. The data encoded in the sample QR code above is in this format, directing consumers to an appropriate website to view information about ingredients, promotions, brands and more.

With Two Barcodes, What Happens at Checkout?

A primary focus during the development of Sunrise 2027 was ensuring that the codes integrate seamlessly with point-of-sale systems without causing disruptions. Extensive testing was performed to determine how POS systems should handle dual-marking scenarios throughout the transition, when both a linear and 2D code appear on the same side of a product.

As a result of this testing, GS1 and the POS system manufacturers have agreed on three software modes for in-store scanning at the point of sale. These scanner modes help ensure compatibility with the codes: Mode 1 processes GTINs from linear and 2D codes; Mode 2 prioritizes GS1-compliant 2D codes and transmits additional data if available; Mode 3 captures all GS1 barcodes and associates them with a unique 8-digit label identifier. The three modes are detailed in the Retail Scanning Mode section of the  GS1 Implementation Guide.

The Right Printer for GS1 2D Codes

An experienced supplier can offer a range of advanced technologies for printing 2D codes on packaging – including continuous inkjet, thermal inkjet, laser and thermal transfer overprinting – along with unbiased advice and testing to identify the printer best suited for applications.

These experts can help identify solutions for handling the data and achieving the code quality, contrast, size and placement needed for retail packaging.

Looking Ahead

The GS1 Sunrise 2027 initiative will guide the transition to 2D codes, including GS1 DataMatrix and Digital Link QR codes, for retail products, enhancing the functionality of the existing barcode system and providing unique product information and easy access to content that improves the consumer experience. By 2027, it is estimated that most point-of-sale systems (POS) will be capable of handling the data encoded in GS1 2D codes.

Brands are encouraged to adopt dual barcoding—printing both a 2D code and an EAN/UPC barcode on the package — during this transition period. When 2027 arrives, they’ll be ready to reap the benefits of new data capacity and ensure compatibility across diverse retail environments.

Note: QR Code is a registered trademark of DENSO WAVE INCORPORATED.

About the Author

Anna Klapper serves as a project manager for Videojet Technologies, a global leader in coding, marking and printing solutions. Visit: https://www.videojet.com/us/homepage.html