With the industry-wide “Sunrise 2027” initiative — the transition to 2D barcode acceptance at retail point-of-sale — approaching, 2D barcodes have become a standardized solution for brands to meet both supply chain operational needs and evolving consumer expectations. GS1 US has published this step-by-step guide to help brands navigate the barcode upgrade, from selection and implementation to scaling, and unlock the full value of unique item identification.
I. Pre-Implementation: 6 Core Infrastructure Questions
Before modifying product packaging, brands should first address six foundational questions to align on upgrade objectives based on existing packaging and supply chain conditions:
- Barcode Selection: Choose the right 2D symbology for your packaging and supply chain needs — such as GS1 Data Matrix (ideal for small packaging and industrial scenarios) or GS1 QR Codes (optimized for consumer scanning and engagement).
- Data Encoding: Define the core data to be encoded in barcodes, starting with the Global Trade Item Number (GTIN), extendable to batch/lot numbers, expiration dates and other attributes as needed.
- Variable Data Requirements: Assess whether dynamic data beyond the primary identifier (such as unique serial numbers per item) is needed, and whether adjustments to packaging production processes will be required.
- Printing Quality Capability: Verify that existing production lines and packaging suppliers can produce high-quality 2D barcodes to ensure reliable scan performance.
- Process Integration: Plan how 2D barcodes will integrate into existing packaging design, labeling production and quality control workflows to minimize operational disruption.
- Futureproofing: Design packaging solutions that adapt to future barcode standard updates and shifting consumer expectations, avoiding short-term rework.
II. Implementation: 5 Key Considerations
After foundational planning, brands should manage implementation quality across five dimensions to ensure compliance and effectiveness:
1. Barcode Design and Placement
Follow GS1 symbol placement guidelines to co-locate 2D barcodes with existing 1D barcodes on packaging for easy scanning. Include mandatory data elements such as GTIN to support point-of-sale checkout and supply chain management.
2. Printing and Quality Control
Adopt high-precision printing processes to ensure barcode readability, and establish end-to-end quality control mechanisms to verify barcode accuracy and functionality before mass production.
3. Data Management Governance
Maintain accurate, up-to-date data sources for barcode encoding, and ensure consistent identification data across all channels and product lines to avoid conflicts and errors.
4. Compliance and Testing
Conduct regular compliance audits against GS1 Standards, and perform scanning tests across real-world scenarios to ensure reliable readability under varied conditions.
5. Consumer Engagement
Use 2D barcodes to deliver extended product information to consumers, such as ingredients, allergens and sustainability data. Leverage GS1 Digital Link to connect barcodes to online resources and elevate consumer interaction.
III. Phased Roadmap: Crawl, Walk, Run
GS1 US provides an incremental upgrade framework for brands to deploy 2D barcodes step by step and unlock value progressively.
Phase 1: Crawl — Establish Foundation and Realize Initial Value
Key use cases: Consumer engagement, digital disclosures, sustainability information, promotions, increased loyalty and trust
Actions:
- Label products with a 2D barcode containing GTIN alongside existing UPC barcodes, following symbol placement guidelines
- If QR Codes are already used on-pack, upgrade their encoding to the GS1 Digital Link standard
Phase 2: Walk — Expand Data and Explore Use Cases
Key use cases: Enhanced consumer engagement, operational automation, targeted recalls, inventory/freshness management, sustainability/ESG reporting, business insights
Actions:
- Optimize packaging layout, reduce redundant text and minimize packaging materials
- Print dynamic data such as expiration dates and batch/lot numbers in 2D barcodes based on business use cases
- Unify scan data across business functions and leverage insights to support decision-making
Phase 3: Run — Deepen Usage and Achieve Scale
Key use cases: End-to-end visibility, advanced packaging optimization, broader interoperability, returns fraud prevention, loss prevention
Actions:
- Phase out 1D UPC barcodes once retailers are fully 2D-capable at point of sale
- Evaluate printing requirements and capabilities for dynamic data on fast-moving consumer goods, where relevant
- Explore innovative printing technologies to support high-speed production lines
- Amplify the value of 2D and GS1 data by integrating complementary technologies such as RFID, machine vision, artificial intelligence and digital shelf tags
IV. Self-Assessment Checklist
Before launching the project, align internal teams around these core questions:
- Which 2D barcode symbology best fits our product characteristics?
- How will we ensure printing quality and reliable scan performance?
- What core data elements need to be encoded in our barcodes?
- How will 2D barcodes integrate into our existing production and business processes?
- How will we ensure full compliance with GS1 Standards?
Closing
The transition to 2D barcodes is not simply a packaging upgrade — it is a critical entry point for brand digital transformation. From supply chain efficiency to consumer engagement, from regulatory compliance to long-term growth, Sunrise 2027 represents both a compliance mandate and an opportunity for brands to unlock value across the full product lifecycle.