The role of a data repository
According to Merriam-Webster dictionary, a repository is a place, building, or container where things are stored or can be stored. However, when it comes to product information and data assets, the repository must not only provide storage and access to the content, but also consider the integrity of the stored data.
Before we look to the future, let’s take a moment to reflect on the evolution of product information across the industry.
Rise of the Barcode
It wasn’t until the first product was scanned five decades ago (a pack of Wrigley’s gum) that the idea of product information—in this case, an identification number and a product description—was necessary. On April 3, 1973, the Universal Product Code (UPC) barcode was adopted as the standard for use in retail stores in the United States, and the first barcode was scanned on June 26, 1974, at a Marsh store in Troy, Ohio. Until then, retailers and manufacturers alike relied on manual logs with handwritten information containing product descriptions and other details.
Interestingly, the U.S. railroad industry had already adopted barcode technology about a decade before the first supermarkets began scanning their products. The first tags were used to label freight cars and were scanned by fixed scanners on the track.
Now that we are marking the 50th anniversary of the use of barcodes in retail, its evolution has not slowed down. Iterations have included the introduction of the 2D barcode and the Quick Response (QR) code. The industry is now moving away from the original 1D barcode (vertical lines on most packaging) to a more robust 2D barcode that will surely become the de facto standard and allows for the storage and transmission of more information than the traditional 1D barcode. The 2D version is commonly used in shipping and logistics applications, and the data stored in the height and width of the code requires cameras to scan the code, requiring a replacement for limited-function laser barcode scanners. The QR code is a version of a 2D barcode that can be scanned with a smartphone camera and has become popular for advertising and marketing purposes. Despite the hasty talk about the end of the QR code, its spread during the pandemic has increased its vitality and secured its place among other technologies.
The current barcode remains the standard for inventory management, transaction processing and product tracking. Although retail has benefited tremendously from the barcode, saving millions of dollars, the more comprehensive 2D barcodes will bring significantly more benefits to consumers and revolutionize inventory management and promotional activities for retailers.
Data at the centre
What information lies behind the traditional 1D barcode and, more importantly, the 2D barcode, QR code and future iterations can determine the validity and relevance of the code itself. As Mark Twain quipped, “Data is like garbage. You’d better know what you’re doing with it before you collect it.” When it comes to product information, accuracy, completeness and consistency are important.
GS1 US, the nonprofit organization that manages UPC barcodes, is working with manufacturers and retailers to convert traditional UPCs into 2D barcodes that provide product information to consumers at checkout. A recent survey by GS1 US found that nearly eight in 10 shoppers are more likely to purchase products with a scannable barcode that gives them more detailed information. In addition, three-quarters of shoppers said it was important to have more comprehensive product information at hand when making a purchase.
These enriched barcodes can provide product information such as composition, ingredients, sustainability efforts and recalls, and help retailers with inventory control, on-demand discounts and couponing. The key to success will be the integrity of the data behind them.
