• by Chuck Martin , March 4, 2020

The majority of retailers support a transition from the traditional universal product code (UPC) to a data-rich, two-dimensional (2D) barcode, according to a new study by GS1 US.

Most (82%) retailers and 92% of brand owners favor a 2D code, digital watermark or RFID in the next one to five years.

The majority (69%) of retailers use laser scanners incapable of reading a 2D barcode and 84% are evaluating or plan to migrate to advanced optical point-of-sale (POS) scanning technology, according to the study.

"Consumer expectations for rich, quality information have risen since smartphones became essential shopping tools," stated Bob Carpenter, president and CEO of GS1 US. "Some retailers and brand owners have already begun addressing this need by implementing data-rich carrier solutions, often alongside the UPC, for fresh, prepared and packaged foods to provide consumer engagement via SmartLabel and to better manage supply chain efficiencies.”

More than half (60%) of retailers with revenue of more than $1 billion are prioritizing updating their entire point-of-sale infrastructure in the next 18 to 24 months, according to the study.