2D barcodes encode substantially more information than their 1D counterparts. This allows them to connect physical objects to a wide range of digital resources. For consumers, 2D barcodes can provide a wealth of product information, from food allergens, expiration dates and safety recalls to detailed medication instructions, coupons and product offers. For businesses, 2D barcodes can increase operational efficiency, create traceability at the lot or item level, and generate new forms of customer engagement.

A series of Types of 2D barcodes supports the information needs of a variety of industries. GS1 DataMatrix, for example, is used on drugs or medical devices, encoding expiration dates, lot and lot numbers, and FDA national drug codes. The QR code is familiar to consumers who have used one to open a website on their phone. Adding a GS1 Digital Link The URI to a QR code allows it to serve two purposes: both as a traditional barcode for supply chain operations, enabling tracking along the supply chain and price lookup at checkout, and also as a consumer link to digital information such as expiration dates and serial numbers.

Regardless of type, however, all 2D barcodes require a data-driven business ecosystem. To capture new value from advanced barcodes, organizations need to deliver and manage clean, accurate and interoperable data around their products and materials. For 2D barcodes to fulfill their potential, companies will need to collaborate with partners, suppliers and customers and commit to common data standards across the value chain.

Increasing demand for 2D barcodes

Moving to 2D barcodes and enabling the data ecosystems behind them will require investment from the company. Consumer engagement, compliance and sustainability are among the many factors driving this transition.

Real-time consumer engagement: Today’s customers want to feel connected to the brands they interact with and buy from. Information is a key element of this engagement and empowerment. “When I think about customer satisfaction,” says Leslie Hand, group vice president for IDC Retail Insights, “I think about how I can provide more information to enable them to make better decisions about their own lives and things on who buys them. “

2D barcodes can help by connecting consumers to online content in real time. “If, by using a 2D barcode, you have the ability to connect to a consumer in a specific region or a specific store, and you have the ability to provide information to that consumer about the specific product in their hand, that can be a tool very strong consumer engagement,” says Dan Hardy, Director of Customer Operations for HanesBrands, Inc. “2D barcodes can bring brand and product connectivity directly to an individual consumer and create an interaction that supports your brand message at an individual consumer/product level.”

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This content was produced by Insights, the custom content arm of MIT Technology Review. It was not written by the editorial staff of MIT Technology Review.