An interview with Zebra

Tobias Abendroth: Thank you, Ken and Iain, for joining us today. There is a lot going on in the field of barcode scanning right now, and GS1 Digital Link is a topic that has been underestimated until now. What exactly is GS1, and what is your goal with Digital Link?

Iain Walker: Thank you for the invitation. GS1 is a global, non-profit, neutral standards organisation that was founded over 50 years ago by industry for industry. Nevertheless, many people have never heard of us. I guess that’s an occupational hazard. *laughs* However, once people get to know us, they associate us with the humble barcode found on so many products they buy every day and normally pay very little attention to.

For years, we have been using standard methods, such as GTINs or EDI, to ensure consistent product  identification and seamless information sharing, regardless of company size and sales channel. We also use barcodes in healthcare to accurately identify patients. medication and locations. Now, with the introduction of Digital Link, traditional barcodes are transformed into web-enabled URLs, allowing information to be accessed digitally. This is important because barcodes are used a lot: they are scanned more often than Google searches are performed! By adopting Digital Link technology, consumers instantly gain access to detailed product information, such as allergen content, while companies collect comprehensive data about their products.

Tobias Abendroth: How exactly did this come about? When did GS1 decide: We need Digital Link!

Iain Walker: The rise of smartphones has brought about a significant change in consumer behaviour and the coronavirus pandemic further accelerated the use of QR codes, for example in restaurants. Today, consumers want to know where their products come from and what they contain. This growing demand is reflected in global regulatory shifts, such as the FSMA rules in the US and the EU’s Green Deal, which emphasise greater transparency and sustainability. Products must be identifiable at every stage of the supply chain, even after sale. To meet this global need for  industry-wide solutions, we are promoting standard-based methods of product identification to meet the growing demand for information. Of course, both QR codes and the internet are not new. What is new, however, is the integration of GS1 standards with the web – using QR codes powered by GS1 as the gateway. This connection enables the standardised, digital transmission of product information in a simple, scalable way.

Tobias Abendroth: Sounds like Digital Link is the final piece of the puzzle to bridge the gap between offline (item sitting on store shelf) and online (world of digital information) product experiences, right?

Iain Walker: Exactly, Digital Link essentially converts barcodes into standardised URLs. The dots in the 2D barcode are a simple representation of encoded data. What matters are the unique numbers behind them. These identifiers are converted into structured URLs so machines and humans can use them consistently. The schema makes it possible to identify specific product attributes, whether that be the product itself, the batch or even the country of origin. Digital Link thus converts a unique offline identification into a globally standardised, universally unique URL. This eliminates duplication and ensures that product information is accessible in a consistent and trusted way across digital platforms.

Tobias Abendroth: Ken, do you think that Digital Link Zebra will bring advantages in the short and long term?

Ken Bhella: Yes, because in my opinion, Digital Link marks the transition from traditional 1D UPCA or EAN limited data barcodes to 2D barcodes. The 2D barcode can be used both in retail at the point of sale (POS) and in manufacturing and logistics, as it contains the same important information such as batch, Iot and serial numbers. It is also likely to become established in healthcare over time.

Five years ago, GS1 approached me and discussed Digital Link. At the time, I was sceptical and believed that the UPC barcode would never disappear. A few years later, they came back and brought mobile cell phones into the picture. They explained that consumers are driving this trend because they want more information about products. For example, some coffee lovers, want that perfect cup of coffee and are willing to spend more money for it, but they want to know the coffee’s pedigree and everything about their coffee. What if they scan the barcode and go directly to the company’s website, where they can find all this information? Then the premium price no longer feels like a premium, but rather like they are getting exactly what they want. When GS1 explained this to me, I understood the potential and became an advocate.

Tobias Abendroth: It sounds as if transparent data also gives consumers a closer connection to the company, doesn’t it?

Ken Bhella: Yes, it’s all about the customer. Imagine someone looking at Gillette razors. They scan the barcode with their cell phone’s QR reader and land on the Gillette website and get all the information they need. Alternatively, any retailer, think of the store you shop at weekly, could modify their App to scan the Digital Link and redirect it data into to their app, provide this information directly in their app instead of going to Gillette’s website.

Tobias Abendroth: Now we have heard about several use cases. Iain, is there a particular industry in which Digital Link is used particularly frequently?

Iain Walker: Change is currently taking place worldwide. One example of this is Tesco in the United Kingdom. The company is piloting the switch from linear barcodes to QR codes powered by GS1. This change has two major advantages: First, QR codes store more data offline, so more detailed information is available directly on the product. Second, the integration of URLs enables access to online resources and additional data sources. Greater visibility of product information, through – for example – batch information can reduce waste in fresh food.

Ken Bhella: Good approach, and the idea can be taken even further. A grocery store could encourage its customers to buy products with expiring expiration dates by offering them a 10% discount. The barcode, which contains both the item number and the expiration date, is scanned at the checkout and the discount is automatically deducted. This way, the information contained in the barcode is used to optimise processes and create incentives for customers.

Iain Walker: Yes, and brands such as Unilever are working with the Royal National Institute for the Blind (RNIB) to show how this technology can be used to break down barriers. The AQR (Accessible QR) is particularly valuable for blind, visually impaired and elderly people. By scanning the code, they can enlarge the text or have it read aloud. This makes it easier for them to access important information, such as allergens and other product details. The opportunity is to make this digital content accessible to everyone using standards: With Digital Link, we have made a promising start.

Tobias Abendroth: Is Zebra technologically ready to support this change?

Ken Bhella: Absolutely! Our premium scanners, such as the MP7000 bioptic scanner and the DS8100 Series, already support Digital Link. Through a firmware update, we will be adding Digital Link support to additional products throughout 2025, including support for the DS4600 and DS2200 product lines. Our goal is to make adoption of Digital Link easy, so that you can reap the full benefits of this GS1 standards. For previously purchased products, just apply the free firmware update available in our 123Scan configuration utility. 123Scan also makes configuring the Digital Link output simple with its patented wizard featuring and its drag and drop interface.

Tobias Abendroth: I will. But first, I would be interested to know what future technologies you expect to see in retail and social applications? How far away is this future?

Iain Walker: The introduction of Digital Links at the POS is a process that requires careful planning and time. I am optimistic about the pace of transition, but it is difficult to set an exact date. Our first priority is ensuring that QR codes can be scanned everywhere – whether in a small corner shop or in a large supermarket. To achieve this, we need an industry-wide approach, which we are actively promoting. We are collaborating with a range of organisations to overcome technological hurdles and incorporate this change into their data strategies. Our goal is to ensure that QR codes are easily readable at all major retailers by 2027.

Ken Bhella: Iain is right. The future of retail is Digital Link. Many large retailers are already in the process of getting their systems ready for the coming years. That’s why we offer updates for the software of scanners, mobile devices and printers to work with Digital Link. Even if full implementation will take some time, it’s important to set the course now so that customers can reap the full benefits later.

A good example of the power and versatility of Digital Links is how it will power something called the digital product passport, a GS1 standard that supports compliance with EU requirements for sustainable products and ensures greater transparency regarding a product’s ingredients. This is particularly important for large retailers who need to ensure that products, such as HD televisions, are disposed of in an environmentally friendly manner.

Iain Walker: Absolutely, the digital product passport is a prime example of how data is becoming increasingly integrated into our everyday lives. In an increasingly complex world with a proliferation of information requirements, industry collaboration and standards are key for trusted data: Digital Link is a generational shift and opportunity.

Tobias Abendroth: It just goes to show that even small things can make a big difference. Thank you both for the fascinating insights into this topic!

Ask your sales representative today about the Zebra GS1-compatible scanners!