Live at GS1: Why Sunrise 2027, 2D Barcodes, Won't be Optional for Brands

The Transition Period: Labels in Flux
Lasley presented an image of transitional tags showing three phases: (1) a traditional 1D barcode only, (2) both 1D and 2D barcodes on the same hang tag, and (3) a future state with just a 2D code. During the transition, both barcodes will be needed—but placement matters. “If you have too much separation between those barcodes,” he warned, “you may read that as two separate items… double ring that item.” GS1 recommends placing both codes within 50 millimeters to prevent such errors, especially in high-speed grocery environments.

From Redundant to Efficient
Lasley shared that he scanned one product hang tag with six data carriers on it: two UPCs, two QR codes, a data matrix, and an RFID tag. “I think we can probably reduce that,” he joked. His vision: consolidate to a single 2D code (for digital content and traceability) and, if needed, a complementary RFID tag.

Unlike RFID, which adds a per-unit cost, 2D barcodes consolidate data needs and consumer engagement features without additional hardware. For brands using multiple stickers or on-pack labels (e.g., one for the UPC, another for product info, and yet another for a marketing QR code), 2D represents an opportunity to simplify packaging, reduce clutter, and cut material costs.

What (Dillard's) Vendor Brands Should Encode
Lasley was explicit about what Dillard’s wants in the 2D codes it receives, though the suite of requirements is likely to vary by product (i.e., food will need expiration data, personal care products will need batch, etc.):

• GTIN (01): for product identity
• Serial number (21): for unit-level traceability, fraud prevention, and omni-channel data integrity
• Brand-owned URL: for consumer experience, dynamic messaging (i.e., code stays static, but brand can change what's called up or redirected, over time), or recall visibility

He emphasized that while the QR printed on pack is static, the URL it links to can be dynamic. This allows the brand to update messaging, show new videos, trigger location-based offers, or issue recall instructions—after the item has shipped, stocked on shelf, or purchased.

Lessons Learned: Get It Right the First Time
Lasley shared a cautionary tale: his team encoded their own private-label items with a 13-digit GTIN instead of the required 14 digits. Their own point-of-sale system rejected the products. “We kicked out our own merchandise,” he admitted. The lesson: test early, test often, and don’t assume tag providers understand GS1 standards without explicit direction.

CPG-Specific Guidance
While Dillard’s focus is apparel, Lasley’s insights are highly relevant for CPGs. Food and beverage brands face even faster POS environments, shorter shelf lives, and more complex regulatory requirements. By embedding additional fields like expiration date (AI 17) and batch/lot (AI 10), brands can:

• Enable real-time traceability for recalls
• Drive replenishment intelligence
• Build trust with consumers via transparency

Brands should also test POS systems for double scans and validate scanner behavior in grocery lanes. Sunrise 2027: The evolution of 1D GTIN barcodes to 2D data carriers, scanable and readable, unlocks the internet on labels. 

Don’t Wait for the Letter
Lasley made a final, essential point: “If you’re doing it just because we sent you a [mandate] letter, you’re missing the boat.” He urged brands to think bigger: about supply chain optimization, loss prevention, personalization, and more. “That’s the competitive advantage,” he said. “That’s what you’re going to have to figure out that makes your company better by using this technology.”

For brands in food, beverage, personal care, and household goods, Sunrise 2027 isn’t just a barcode update—it’s a new digital foundation. Those who approach it as a packaging challenge will be compliant. But those who see it as a brand strategy will be ahead of the curve.