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to the manufacturer. Retailers can also leverage the capabilities enabled by 2D codes – including access to richer, more detailed information at the on-shelf stage – to become far more sophisticated about product discounting ahead of expiration dates. Early incremental reductions can minimize the chance of being left with unsold goods, cutting both product waste and the expense of waste disposal. The dynamic data held within 2D codes also provides brands and retailers with a new opportunity to build consumer engagement by providing timely, specific, and easy-to-understand health and safety information during the shopping experience.
Strengthening consumer trust post-purchase
Pre-purchase consumer engagement can be extended to the post-purchase consumer experience. Vulnerable consumers are protected throughout the product usage period with allergen information updated in line with evolving regulations. Consumers can check product recycling requirements, supporting better environmental outcomes. Critically, if a product recall is necessary, the dynamic nature of 2D code information can reassure consumers that their specific product is affected, reducing panic and avoiding unnecessary blanket returns.
By extending consumer insight postpurchase, brands can build greater trust. In addition to obligatory regulatory information regarding allergens and recycling, brands can add information to enhance overall consumer safety. Guidance on safe storage – such as refrigeration requirements or recommended freezer duration – can also strengthen consumer engagement and trust. Critically, information is specific. With the transparency enabled by 2D codes, brands can move away from generic messaging towards a more personalized, safety-centric approach that is not just product- but batch-specific.
A smarter future for food supply chain transparency
Food safety is no longer just about proving what went wrong after the event. With a single code that enables granular insight for manufacturers, retailers, and consumers, 2D codes powered by GS1 can transform how food safety is managed from creation to disposal. For manufacturers, enhanced traceability minimizes the risk of product recalls and limits recalls to specific batches. For retailers, dynamic codes can reduce the risk of selling expired goods and enable intelligent discounting to reduce waste. For consumers, 2D codes provide a foundation for tailored health and safety information, improving understanding and engagement.
By creating a shared, real-time view of accurate product data, 2D codes build confidence at every point where decisions are made – from factory floor to point of sale to the consumer’ s home – embedding trust across the food system while improving traceability, safety, and sustainability. ■
Rachael Satchwell www. domino-printing. com
Rachael Satchwell is Global Food Sector Manager at Domino Printing Sciences. Since 1978, Domino Printing Sciences has established a global reputation for the development and manufacture of coding, marking, and printing technologies, as well as its worldwide aftermarket products and customer services. Today, Domino offers one of the most comprehensive portfolios of complete end-to-end coding solutions designed to satisfy the compliance and productivity requirements of manufacturers across many sectors, including food, beverage, pharmaceutical, and industrial.
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