The Packaging Regulations Revolution

For decades, the one-dimensional (1D) barcode has been the cornerstone of retail, providing basic price lookup functionality. However, in an era defined by heightened consumer expectations for transparency, traceability, and authenticity, the limitations of the 1D barcode have become apparent. The demand for richer product information and the ability to trace the journey of goods from manufacturer to consumer has driven the industry towards a more sophisticated solution – the QR code.

The QR code and modern marketing

Unlike its predecessor, the QR code possesses the capacity to carry a wealth of information, making it a powerful tool for addressing the demands of the 21st century modern marketer. Its adoption signifies a quantum leap in personalisation, assistance, efficiency of real-time tracking, delivery of comprehensive product details, and enhanced authentication capabilities.

As the industry gears up for this monumental shift, the proposed transition date for when QR codes will replace barcodes on pack is 2027. However, many CPG’s are already starting to future-proof their packaging today, placing QR codes on packs and ensuring the correct tagging, governance and workflows are deployed.

Connected Packaging, driven by the integration of QR codes, is poised to become one of the most valuable capabilities a CPG has in its arsenal. The benefits extend far beyond mere compliance with evolving standards; they open doors to a new era of consumer engagement, supply chain optimization, and data-driven insights.

Transparency

One of the primary advantages of Connected Packaging is the heightened level of transparency it offers to consumers. With a simple scan, shoppers can access a wealth of information about a product, from its origin and manufacturing process to its environmental impact. This not only empowers consumers to make informed choices aligned with their values but also builds trust between brands and their customers.

Moreover, the enhanced traceability afforded by Connected Packaging addresses critical concerns related to food safety, product recalls, and sustainability. In the unfortunate event of a recall, businesses equipped with QR codes can swiftly and accurately trace the affected products, minimizing the impact on consumers and preserving brand integrity. This level of responsiveness is crucial in an age where supply chain disruptions and product recalls can have far-reaching consequences.

Innovation

Connected Packaging is also a catalyst for innovation in marketing and customer engagement. Brands can leverage the interactive capabilities of QR codes to deliver personalized content, promotions, and loyalty programs directly to consumers. And Accessible QR codes can now make all packaging accessible to everyone. This direct communication channel fosters a deeper connection between brands and their audience, allowing for more targeted marketing strategies and the collection of valuable consumer insights.

As the CPG industry stands on the brink of the Connected Packaging revolution, forward-thinking companies are poised to turn this transition into a competitive advantage. Beyond compliance, embracing QR codes represents a strategic move towards building resilient, consumer-centric, and data-driven operations. The journey to Sunrise 2027 is not just about upgrading technology; it's about unlocking the full potential of packaging as an owned media  gateway to growth, innovation, and a more connected future for the 21^st Century Marketeer.

Written by Mark Hewitt, CEO | Strategy & Innovation lead

Mark has spent his career helping businesses grow and lead in digital transformation. For the last 10 years he has successfully led brand, digital, technology and packaging businesses and worked with leading CPG brands, helping them operationalise Connected Packaging Programmes around the world. In 2022 he co-created the multi-award winning AccessibleQR code with Zappar.

CEC Overview

For more than 4 years, CEC has been helping clients quantify the true potential of their Connected Packaging. From revealing the true business case for Connected Packs to establishing the infrastructure and helping clients scale, CEC’s talent, tech and data insights are helping businesses better understand consumer behaviour when they have the product in their hands.