What: Even though innovation is everywhere, some players are focusing on a seemingly simple tool: the barcode.

Why it is important: Tweaking the approach to be able to embed more information into a barcode could be a great and cheap way for retailers to improve their operations with low changes in their organisations.

The retail industry is embracing new technologies such as automation, VR, and AR, but behind the scenes, barcode technology is changing for the benefit of businesses and customers.

For instance, the 2D barcode, developed by GS1, looks like a QR code and can hold more information than traditional barcodes, allowing for custom web pages to deliver information about the product in question. Woolworths has integrated 2D barcoding into its fresh food and point-of-sale technology, which alerts cashiers when produce has expired or is subject to a recall. The barcode can be scanned by customers, providing valuable information on provenance, quality, and sustainability, and differentiating one product from another.

QR code adoption was low before Covid but increased quickly, and companies such as Haleon are working on integrating QR codes into their marketing moving forward.

Are barcodes the new big thing in retail tech?