For decades the UPC barcode has been a foundational part of retail. It tells systems what the product is, but it doesn’t provide the deeper information that shoppers or teams might need. This week on Modern Work Mondays, Nolan and Jeff sit down with Gregg London, a veteran in UPC data and supply chain standards, along with Chase Binnie from RetailWire, to explore how GS1’s 2D barcode opens the door to richer product information and better retail experiences.

From basic ID to product insight

The traditional UPC carries no real intelligence. It’s simply a numeric reference that forces retailers to rely on separate backend databases to supply all the meaning. The GS1 2D barcode moves us into a model where the product itself becomes a carrier of attributes and context rather than just an ID. It can contain details like batch numbers, expiration dates, origin, warnings, sizing, and more, while also unlocking a digital layer of information through its linked data page. This gives both shoppers and teams more clarity and confidence when interacting with products in the aisle and at the point of sale.

A better experience for shoppers

One of the most compelling benefits of the GS1 2D system is how it helps shoppers in everyday moments. Instead of squinting at tiny ingredient labels or trying to interpret nutrition terminology, someone can scan the code and instantly see clear, digestible information on their phone. A customer with allergies can know immediately if a product is safe. A parent can easily compare items without decoding technical packaging. It takes away the guesswork, putting shoppers in control of their decisions instead of forcing them to interpret the fine print.

Clearer data for retailers and store teams

One of the most interesting aspects of this shift is that the same 2D code can present different information depending on who is scanning it.

• A customer sees ingredients or product details
• A point of sale terminal sees pricing and SKU
• Warehouse systems see logistics and handling data
• Compliance teams see regulatory and safety information

Rather than every system pulling separate data from separate sources, the product becomes the anchor. The information travels with the item and helps create speed, consistency, and clarity across the business.

What comes next

This transition will be gradual. Many brands will start by rolling out a handful of products to learn how shoppers engage with the new code and how store systems handle the additional data. Some packaging is already being redesigned with space reserved for the 2D code even if it is not active yet.

This shift is not only about technical capability. It will require brands to think about the story their product tells, the information that matters to their customers, and the support their store teams need at the moment of interaction. As this evolves, the retail industry stands to gain more clarity, more trust, and a more connected experience between product, shopper, and associate.

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