The company for innovative product identification, packaging intelligence, and connected product solutions, invites FMCG brands and retailers to discover the benefits of GS1 Digital Link at the fair in Nuremberg. At stand 3C-531, Markem-Imaje experts will demonstrate how the next generation of QR codes can enhance production efficiency, improve supply chain transparency, streamline inventory management and boost brand loyalty. With ever-changing global regulations—such as the EU Digital Product Passport, Digital Deposit Return Schemes and the U.S. Food Safety Modernization Act—accelerating the shift to 2D barcodes, forward-thinking manufacturers are looking for solutions that go beyond compliance to deliver measurable business benefits. The Digital Link, powered by GS1 – a global organisation for data compliance, is the next evolution of barcode technology. It connects the GS1 application identifiers for a specific product, such as the Global Trade Item Number (GTIN), batch number, best-before date and serial number, to the internet. The Digital Link enables real-time access to both B2B and B2C information. From traceability and authenticity to sustainability data and ecommerce links, the GS1 Digital Link barcode transforms packaging into a digital gateway, delivering value across the supply chain. “The GS1 Digital Link barcode connects brands, retailers and consumers in a powerful ecosystem, unlocking new possibilities,” says Viktor Hermansson, Marketing Director at Markem-Imaje. “While 1D and 2D barcodes will co-exist for some time, our mission is to support industry players through this transition with ease—from compliance to genuine consumer engagement.” All data in one place Today’s packaging is often cluttered with multiple codes – a 1D barcode for POS and separate QR codes for promotions or consumer engagement programmes. This creates confusion and inefficiencies. The GS1 Digital Link consolidates this into a single QR code that supports POS systems while enabling dynamic digital content. The result? Simplified packaging, reduced complexity and enhanced scalability.
• Retailers benefit from POS compatibility, inventory accuracy, waste reduction and dynamic pricing
• Consumers gain instant access to product details, sustainability credentials and offers
• Brands streamline traceability, regulatory compliance and recall management
• Marketers unlock personalised content, real-time engagement and first-party data Build consumer trust with connected packaging
The GS1 Digital Link creates a direct connection with the consumer. One scan can deliver a fully branded, interactive experience, including ingredient origins, nutritional information, certifications, batch and expiry data and more. Brands can enrich this experience with recipes, loyalty rewards, recycling guidance and ecommerce promotions, turning each package into a powerful engagement tool.
