I. Solution Scenario Overview
Product QR codes based on the GS1 Digital Link standard enable “one code, multiple uses”: they serve both as the official entry point for product authenticity verification, traceability validation, and compliance information disclosure, and as a marketing touchpoint for brands to directly reach consumers. When consumers scan the GS1 QR code on product packaging, they are directed straight to the product’s digital homepage—without the need to switch to third-party apps—where they can view complete product details, traceability links, and compliance information, as well as claim coupons with one click and participate in interactive activities. This transforms every product scan into an operable brand private-domain traffic asset, while simultaneously meeting compliance requirements and delivering marketing value.
II. Basic Example Configuration
Example Product: 500ml Sugar-Free Refreshing Sparkling Soda (ZERO500 Variant)
GS1 Digital Link URI (with product variant qualification): https://id.gtin.xin/01/01098765432108/22/ZERO500
Carrier Format: GS1 QR Code printed on the bottle body, compatible with both warehouse scanner receiving/inspection and consumer mobile phone scanning.
Applicable Channels: Offline supermarkets, convenience stores, e-commerce delivery packages, and vending machines—universal across all channels.
III. Complete Consumer Scan Flow
- Consumer scans the QR code on the bottle using WeChat, Alipay, or the system browser
- The system recognizes the GS1 Digital Link URI and, based on the “general consumer” identity permissions, returns a product digital page with marketing modules
- The page header displays core product information, with three functional sections below: “Product Details,” “Traceability Inquiry,” and “Promotional Activities”
- Consumers can freely browse product information, view the full traceability chain, claim coupons directly, and participate in interactive activities
- Claimed coupons, points, and other benefits are automatically deposited into the brand member account and can be redeemed at offline stores or the official online store
IV. Core Module Example Data
1. Product Inquiry Module (Basic Touchpoint Capability)
The page header displays core product information to meet consumer needs for authenticity verification and information inquiry:
| Information Item | Example Content |
|---|---|
| Product Name | 500ml Sugar-Free Refreshing Sparkling Soda |
| Product Specifications | 500ml/bottle, zero sucrose, zero calorie formula |
| GTIN Code | 01098765432108 |
| Product Variant | ZERO500 (Sugar-Free Regular Edition) |
| Production Date | 2024-08-01 |
| Expiration Date | 2025-08-01 |
| Place of Origin | Suzhou, Jiangsu Province, China |
| Authenticity Verification Result | ✅ Official genuine product, code valid and not previously scanned |
| Traceability Chain | Raw material procurement → Aseptic filling → Quality inspection release → Distributor warehousing → Store shelving |
The page also provides complete ingredient lists, nutritional information, serving suggestions, production qualifications, and other detailed content, which can replace traditional paper instruction manuals and reduce packaging printing costs.
2. Promotional Interaction Module (Brand Conversion Capability)
Marketing modules are embedded below the inquiry page to convert scan traffic into actual consumer behavior. Example configuration:
(1) Scan-Exclusive Coupon
| Coupon Item | Example Configuration |
|---|---|
| Coupon Name | Scan-Exclusive Instant Discount Coupon |
| Discount Amount | ¥1.5 off on orders over ¥5 |
| Redemption Rules | Limited to 1 per phone number within 7 days; one-click claim upon scanning |
| Validity Period | Valid for 7 days after claiming |
| Redemption Channels | Available at partner supermarkets nationwide and official mini-program stores |
| Redemption Method | Present coupon code for scan redemption, or bind to member account for automatic deduction |
(2) Interactive Lucky Draw Activity
- Activity Theme: “Refreshing Summer · Scan to Win Free Drink”
- Participation Rules: One draw chance upon scanning the page; authorized registered members receive one additional chance
- Prize Structure:
- First Prize: Free soda for a full year (1 case per month, 12 cases total), win rate 0.01%
- Second Prize: 50% off coupon for a full case of soda, win rate 5%
- Third Prize: ¥0.88 cash red packet, win rate 20%
- Participation Prize: 10 brand member points, win rate 74.99%
- Benefit Distribution: Prizes are credited to the brand member account in real time; points can be redeemed for merchandise or used for purchase deductions
(3) Private-Domain Traffic Touchpoints
- A “Join Brand Membership” entry is added to the scan page—authorizing a phone number instantly makes the user a member, with benefits including point accumulation, exclusive events, and early access to new products
- Consumers can be guided to follow the brand’s official account/enterprise WeChat, converting one-time scan traffic into long-term, operable private-domain users
V. Operational Performance Reference Examples
Based on real-world deployment data from similar solutions in the FMCG industry, typical operational results are as follows:
- Activity Participation Rate: Approximately 15%–25% of consumers participate in promotional activities after scanning
- Coupon Redemption Rate: Scan-claimed coupons achieve a redemption rate of approximately 8%–12%, significantly higher than traditional offline coupon distribution
- Member Conversion Rate: Approximately 5%–8% of consumers register as brand members after scanning
- Repurchase Lift: Consumers who have participated in scan activities show an approximately 18% higher 30-day repurchase rate compared to non-participants
VI. Technical Advantages of GS1 Digital Link
- One Code, Multiple Uses: The same GS1 code simultaneously serves three scenarios—supply chain receiving verification, compliance traceability, and consumer marketing—eliminating the need for separate marketing codes and reducing packaging modification costs
- Identity Adaptation: The same URI can return different content based on the visitor’s identity (consumer/warehouse personnel/regulator), accommodating multi-scenario business needs
- Omnichannel Consistency: The same code works across all online and offline channels; scan data is uniformly aggregated, enabling precise analysis of scan activity and marketing conversion performance across different channels
- Standard Compliance: Fully compliant with GS1 global standards, seamlessly integrating with compliance requirements such as the EU DPP—one deployment simultaneously achieves both marketing and compliance objectives
