{"id":3316,"date":"2023-10-09T14:42:22","date_gmt":"2023-10-09T14:42:22","guid":{"rendered":"https:\/\/new.rithum.com\/blog\/uncategorized\/rethinking-product-packaging-and-consumer-engagement\/"},"modified":"2025-08-08T00:08:00","modified_gmt":"2025-08-08T00:08:00","slug":"rethinking-product-packaging-and-consumer-engagement","status":"publish","type":"post","link":"https:\/\/www.rithum.com\/blog\/rethinking-product-packaging-and-consumer-engagement\/","title":{"rendered":"Rethinking Product Packaging and Consumer Engagement"},"content":{"rendered":"Reading Time: <\/span> 3<\/span> minutes<\/span><\/span>

The UPC barcode has played a starring role in retail and commerce for almost 50 years. From price checks to product identification, this one-dimensional, machine-readable data carrier has been crucial to tracking, tracing and managing inventory across all channels. But as the world and commerce have evolved, so have the demands of today\u2019s consumers. They are looking to engage with brands on deeper levels and discover more product information.<\/span><\/p>\n

In response, a massive global shift is underway to migrate to the next generation of data carrier: a <\/span>two-dimensional (2D) barcode<\/span><\/a>, similar to a QR code. What sets a 2D barcode apart from the traditional UPC barcode is its versatility. Here are several ways this more robust barcode can make the supply chain more efficient and bring more information to the fingertips of consumers.\u00a0<\/span><\/p>\n

Reimagine QR Codes for Brands<\/span><\/h2>\n

We are incredibly used to seeing QR codes everywhere for marketing purposes and pandemic-era restaurant menus. But these QR codes reimagined for brands are specially constructed using a new standard called <\/span>GS1 Digital Link<\/span><\/a> that makes a barcode web-enabled. The same code that will \u201cgo beep\u201d at checkout will also lead to various types of online product information.\u00a0\u00a0<\/span><\/p>\n

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At its core, this 2D barcode has real-time data sharing capabilities to support next-level supply chain visibility. All product information and attributes can be encoded into 2D barcodes \u2014 far more than a current UPC. Data such as country of origin, batch\/lot and serial numbers have a home in this supercharged 2D barcode. This represents a huge opportunity to really maximize supply chain traceability \u2014 a growing necessity amid new regulations, such as FDA requirements supporting food and product safety. Retail partners from the manufacturer to the retail or marketplace can better manage the integrity of products, particularly for perishable or seasonal goods.\u00a0<\/span><\/p>\n

To put this benefit into perspective, think about how we as consumers experience product recalls today. You might hear about a food item recall on the news one day or find an article on social media and then decide if you think your item was affected or not. With the switch to 2D barcodes, the retail community has more power to communicate critical information such as recall inclusion to consumers instantaneously via a smartphone scan \u2014 pre- or post-purchase. If an affected product is scanned at the point-of-sale in a store, the consumer can also be alerted to any potential safety concerns before they buy.\u00a0<\/span><\/p>\n

Connect with Consumers<\/span><\/h2>\n

2D is exciting beyond the business-to-business side, too. This new dimension in barcodes will open up a whole new channel for storytelling to the consumer. From a consumer\u2019s POV, a quick scan can provide information such as instructional videos, recommendations on complementary products, certifications to back up environmental, social and governance (ESG) claims. Think about your brand story, key product attributes and a deeper dive into the unique selling proposition you provide. To print all that on product packaging for a consumer to ingest and understand would be a tall order.\u00a0<\/span><\/p>\n

What does a consumer want to know? In short, everything!\u00a0<\/span><\/p>\n