Revolutionary Global Web Standard to Shake-Up Customer Access to Product Information

By Hannah Ainsworth | 03 Sep 2018

For the inner techs amongst us, a new web standard created by the Global Supply Chain Standards Organisation (GS1) is in its foundational stage. But, it is set to strengthen the connection and transparency between physical and digital commerce.

GS1 recently announced a new global web standard to help industry optimise the online shopping experience for the consumer. Much like a URL, it will enable web connections to all types of business-to-business (B2B) and business-to-consumer (B2C) information.

In a digital age that requires immediacy; product data and transparency are in high demand. The new GS1 standard has been created as a way to empower consumers and businesses alike to enable seamless movement through the world of physical and digital commerce.

The Head of Customer Relations and Standards at GS1 Australia, Sue Schmid said of the announcement, “The GS1 Digital Link is a new generation GS1 global standard that is the foundational bridge between physical products and their digital twins.”

Alongside GS1, retailers, brand owners, solution providers and technology experts have worked together to create the new GS1 Digital Link standard that will complement the traditional GS1 barcode. This new link will open the door for a potential opportunity to migrate to a single web-enabled barcode in the future.

Resembling a URL or web address, the GS1 Digital Link can enable connections to all types of B2B and B2C information. Retailers and brands using the GS1 Digital Link will benefit from the simplification of product packaging and the ability to connect with their customers like never before. Linking the physical world of commerce with its digital counterpart, customers will be alerted to discounts and price matching while they are still inside the physical store.

“As businesses begin to develop solutions using the new GS1 Digital Link standard, consumers will be able to access a variety of brand authorised product information by simply scanning a web-enabled barcode. The product information available will be everything from dimensions and images to expiration dates, nutritional data, warranty registration, troubleshooting instructions, discount offers and even social media links,” Ms. Schmid added.

Pilot projects are now underway in several countries and some solution providers and brands are already cooperating to upgrade their platforms to support the new GS1 Digital Link standard. Other GS1 standards will also continue to improve the efficiency, safety and visibility of supply chains across physical and digital channels.

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