First introduced in the USA in 1074, barcodes are now found on all consumer products. From food packaging to the labels on the clothes we buy. For many years, this sequence of 24 bars and 13 digits has enabled us to obtain an item’s reference number and price.
But its days are numbered, and barcodes are soon to disappear, to be replaced by a more powerful and comprehensive solution: the QR code, a real marketing tool. In this article, we look at this programmed disappearance and the reasons behind the replacement of barcodes.
Barocdes, a practical solution for product identification
The barcode revolutionized consumer goods 50 years ago. Known in the US as GTIN (Global Trade Item Number), barcodes make items easily identifiable. We were able to find them at a glance (or thanks to a scanner) on clothing labels or packaging.
The purpose of barcodes was to enable supermarkets to structure themselves. They facilitate the storage and marketing of a larger catalog of products. First introduced in the U.S., barcodes made their way across the ocean to our shelves. Not least via GS1 France, the French branch of the organization responsible for the identification system.
Despite these years of service, the barcode is destined to disappear. It is due to be replaced over the years, to disappear in 2027. But to what identification solution?
The QR code: a more modern and complete version of the bar code
If barcodes are bowing out, it’s because they’re being replaced by a more efficient identification solution. Goodbye 24 bars and 13 digits, hello QR code. This modern-day cousin stands for Quick Response Code. In concrete terms, it’s a type of two-dimensional barcode made up of black modules set in a square with a white background.
The QR code can be used to encode more than 4,000 alphanumeric characters, a considerable advance compared to the few numbers contained in their counterparts. Thanks to this technology, it is possible to encode in a QR code :
- an URL: such as a website address, documentation download link, etc.
- an e-mail address;
- a business card ;
- free text.
Why replace barcodes with QR codes?
The main advantage of QR codes is that this technology makes it possible to encode more information about a product and the brand that markets it. In addition to an item’s reference number and price, QR codes make it possible to find out where it comes from, how it was made, and so on.
Take a food product like meat, for example. Thanks to the QR code, all players in the chain, from the breeder to the end customer, can find out where the animal was raised, to which batch it belongs, the use-by date, and so on. A small feat that was not possible with the barcode. For consumers, this means easier access to information that can be vital (in the event of allergies, for example), but also to ensure that their values are respected (by favoring Made in France or organic products, for example).
For institutions and retailers, the QR code is an effective lever for preventing dangerous products from finding their way onto shelves. Brands will be able to offer their customer transpareny, as well as access to varied and relevant resources.
Marketing uses for QR codes
Overall, the QR code provides access to information about the product and the brand that markets it. It’s therefore an opportunity for companies to distribute content tailored to consumers, depending on the context of purchase or use. The QR code will be used by shoppers during their shopping trips. It can help them choose products and brands that correspond to their needs (carbon footprint, level of plastic used, origin, etc.)
But for brand’s, it’s also an opportunity to engage their prospects in a more targeted and effective way.
The Scan&Play
The Scan&Play is the use of QR codes as part of a playable marketing campaign. Printed on a product or label, the QR code, once scanned, redirects shoppers to interactive experiences, such as competitions, instant wins and so on.
These marketing games enable participants to win discount vouchers, in exchange for brand-relevant data (product preferences, contact information) shared via a form.
In the awareness phase, Scan&play can also make information sharing fun, and therefore likely to lead to conversion, via mechanics such as polls or quizzes.
Conclusion
Barcodes are on their way out, long live the QR Code. This more modern and comprehensive replacement is an opportunity for brands to interact more effectively with their customers, offering them not only more information on their products, but also opportunities to win rewards by taking part in marketing games. Adopt Scan&Play and discover our catalog of interactive mechanics!
