‘Limitless’: Huge move could change the way Aussies shop

A major overhaul that will revolutionise shopping for Aussie shoppers is being rolled out. See how it will change what you can do at the checkout.

Exclusive: The humble barcode is set to undergo a major makeover that will offer Australian shoppers an unprecedented amount of information about the products they are purchasing.

Next Generation 2D barcodes, which are similar to a QR code but provide more information, have started rolling out at retailers across Australia, including Woolworths, IGA stores, Big W and Dan Murphy’s.

With a simple scan at a register or from a smartphone, customers can gain access to a wealth of information about the product including expiry date, supply chain information and the location where the product is manufactured.

It comes amid the 50th anniversary on Wednesday of the first time that a barcode was scanned when a packet of Juicy Fruit chewing gum was put through a supermarket checkout in the US state of Ohio.

.Next Generation 2D barcodes are being rolled out across Australia.

Maria Palazzolo, the CEO of GS1 Australia, the nation’s barcode standards body, which introduced barcoding to Australia in 1979, said the 2D barcodes would provide more transparency for customers who want to make informed choices.

For retailers, the 2D barcodes would help manage food waste and markdowns as well as build brand loyalty.

“It’s going to be a slow progression as companies become more comfortable about making that transition,” Ms Palazzolo said.

“There’s a really important reason for doing this — it’s not simply because we just want to change the technology.

Maria Palazzolo, CEO of GS1 Australia, the not-for-profit barcode standards body. Picture: Supplied

“The 2D code will allow for an enormous amount of data to actually be stored in the barcode itself.

“So it means it can store things like use-by dates, ingredients, recycling information about the product and nutritional information.

“In promotions, for instance, all sorts of data that relates to the product itself will actually be able to be put into the 2D barcode.”

Ms Palazzolo, one of Australia's ’s longest-serving female CEOs, said customers were becoming increasingly savvy and hungry for information.

The new 2D barcodes will change the way Aussies shop.

“Consumers are becoming a lot smarter about the products that they want to purchase and they want to know about them,” she said.

“They want to know the traceability history and how they can recycle this product when they finish using it. 

“They want  information — it’s such an important part of a purchasing decision these days.

“And by scanning the 2D barcode, they will actually have access to all that information instantly, literally at their fingertips as they scan the barcode.

“So there’s limitless possibilities of what the 2D barcode can offer both consumers and retailers.”

The new barcode on a packet of juicy Fruit. Picture: Supplied

She said the new 2D barcodes would prove more powerful than QR codes as they could provide an endless amount of data for the consumer. 

The new barcodes have already helped Woolworths dramatically slash its food waste as workers are able to detect more easily when items are nearing their expiry dates and put them on sale at markdown prices. 

For brand owners, the 2D barcodes offer “branding magic” and could ultimately revolutionise the shopping experience,” she said. 

“It says, hey, you can trust us as a brand because, look, we’re giving you all this information because we’re proud of it.”

Originally published as ‘Limitless’: Huge move could change the way Aussies shop