A single code for everything - Why the future belongs to the 2D Code

In the medium term, the new 2D Code is set to replace the 1D Code worldwide. This is the plan of the industry organization GS1. The GS1 Digital Link and GS1 Data Matrix variants are available to choose from. The pixel square can combine all previous data in one code symbol and enables manufacturers to make their products more digital and transparent and to provide targeted information to different groups. Over time, the EAN barcode is set to disappear completely.

On some packaging, the design is barely visible because of all the markings: there is a nutritional table, EAN code, best before date and batch number, often accompanied by a QR code for an application video or raffle, and a booklet with recipe suggestions stuck next to it. The new 2D Code is intended to put an end to this proliferation, for example as a digital link version, and provide all the information on its own - and much more. The square consisting of pixel dots can serve all target groups precisely: from logistics to wholesale and retail to the end consumer.

The barcodes currently used for product marking are one-dimensional. With parallel bars in various thicknesses and spacings, they only encode the fixed article number (GTIN) on the respective product packaging. This is why they are referred to as "static".

Just the appearance of the code, which consists of a pixelated square, shows that it is the dawn of a new era. And even the column of numbers from which the new 2D Code is developed reveals more than just the article number, namely variable data, which makes it a dynamic code. In the food industry, it also contains the batch number and best before date of the respective product. This offers multiple advantages for retailers:

• The unique identification of goods serves the purpose of traceability and allows wholesalers or retailers to selectively sort out products instead of destroying entire deliveries.
• Recalls can be implemented more effectively.
• Products are easier to identify as genuine originals.
• Automatic price reductions are possible via the shelf life if retailers preset a period before expiry in which the cash register should reduce the price read out. This can improve food waste management and help to reduce food waste.

Gateway to a universe with many different worlds of information

In its image representation, the new code has the form of a two-dimensional pixel square. This can be a QR code or a Data Matrix code. Both allow for error detection and correction and are therefore still clearly readable even if they are up to 30 percent damaged. But where the QR code usually only leads to a static website, the newcomer can do much more.

The highlight of the new code is that the underlying column of numbers is a URL that leads to a website. The information and content stored there can be modified, updated or even completely exchanged at any time - without having to change the 2D Code and reprint labels or packaging. The data source can guide the user to the exact information for a specific product among thousands based on the coded batch, best before date or even a serial number. With the GS1 Digital Link, the destination of the code can be a web portal with a built-in switch called a "resolver". Anyone scanning the square with an internet-enabled device is automatically redirected to the correct data source. This is because the resolver recognizes who has scanned the code and redirects the user to the environment developed for their target group.

This makes the 2D Code the gateway to a universe of information that opens the window to the world designed for each visitor. For example, logistics companies can see the item's target market, retailers can get an overview of stock levels for a particular batch and retailers can find inspiration for product presentation.

Product becomes a touchpoint for customer loyalty, communication and marketing

The 2D Code also has the potential to improve communication with the customer. Stored ingredient lists, proof of origin and nutritional values increase transparency and trust in the product and manufacturer. Raffles, discount campaigns or seasonal recipes can strengthen brand loyalty. Manufacturers can accompany their customers on the customer journey by using the code to provide information that is interesting before the purchase, as well as information that is valuable afterwards. And all of this in the user's own language. Manufacturers themselves can draw conclusions for their product development based on how often the digital code has been scanned and by whom.

This turns every single product into a touchpoint for customer loyalty, communication and marketing - and also offers opportunities in bricks-and-mortar retail that previously gave e-commerce its competitive edge. And all this via a single code that takes up much less space than the current versatile range of markings and makes all others superfluous. Packaging will once again focus on its attractive design.

But what do manufacturers and retailers need to take advantage of the new code? And what should be done if it doesn't catch on? In many places, the static EAN code is still applied using offset printing or gravure printing, which is not suitable for the application of dynamic codes. In many areas, CIJ technology (CIJ = continuous inkjet) has been used up to now. However, with its low print resolution, the developed font quality is only suitable to a limited extent for printing 2D Codes in good quality at high speeds for high first-pass reading rates at the point of sale. If you don't want to miss out on this development, you should switch to modern, high resolution and maintenance-free printing systems now. They should be easy and fast to integrate into the control system of production machines and be able to obtain the content for printing 2D Codes with variable data via interfaces. They should also be able to print the previous codes - during the transition period or for individual market participants who decide against the 2D Code or need more time to make the changeover

However, there is not only the question of suitable systems for reliable marking, but also of suitable means of ensuring code quality for high first-pass reading rates. This is because the use of a code for the entire process chain means that, in addition to its application, monitoring the print quality also becomes more important. Manufacturers are therefore recommended to verify the code quality immediately after application and before shipping the goods - inline or at least on a random basis.

If you want to improve customer relationships, optimize processes and free product designs from unnecessary markings, you now have the opportunity to work with REA Elektronik to replace old printing systems with high-resolution thermal inkjet technolgie (TIJ), laser or labeling systems. REA Elektronik provides a comprehensive portfolio for all these requirements with its REA JET, REA LABEL and REA VERIFIER product lines for industrial coding and marking, labeling and code verification. The company is a GS1 Solution Provider and its experts are part of GS1's national 2D Expert Group, which is tasked with supporting the global migration to 2D Data Matrix codes and developing their specifications.

The REA JET HR product family, TIJ cartridge-based printing systems, applies markings directly to the product or its packaging at high speed and in high quality. Suitable inks can be used to print directly onto paper, plastic, foil or metal, including REA wet-on-wet printing. The REA JET piezo printing systems, such as the new REA JET UP, are recommended for the marking of secondary packaging, as they can mark reliably and with high contrast even on smooth surfaces, such as coated and painted surfaces. The laser marking systems from REA JET use bundled light to permanently mark paper, plastic, ceramic or metallic surfaces without consumables. And wherever direct marking with inkjet printers or lasers is not an option, labeling solutions from REA LABEL are available - from simple desktop label printers to complex labeling machines. The REA VERIFIER systems for inspection ensure, either inline or on a random basis, that codes are printed correctly and with high quality - in accordance with international standards and with high first-pass reading rates at the checkout. Finally, the checkout systems from REA Card can already read and process the new 2D Code.

And should the 2D digital code not prevail despite its many advantages, manufacturers will have taken an important step towards modernizing their marking and reducing costs by switching to flexible and high-performance printing systems.

Author: Wilfried Weigelt, Head of Department REA VERIFIER at REA Elektronik