As the retail industry prepares for GS1 Sunrise 2027, brands need to think beyond replacing traditional barcodes. The transition creates an opportunity to connect physical products with digital experiences, helping consumers access product information while giving brands new ways to engage their audiences.
From Barcodes to Connected Experiences
QR codes powered by GS1 standards can provide access to product details, promotions and digital content through a simple smartphone scan. Consumers can access these experiences without downloading an additional app, making product information easier to reach.
Turning Packaging into a Marketing Channel
Connected packaging allows brands to use packaging as more than a source of product information. Interactive games, exclusive content and loyalty promotions can encourage consumers to engage directly with a brand.
Appetite Creative has been pioneering connected packaging since 2014, helping brands create web-based experiences that connect products with consumers.
Building Better Consumer Relationships
Connected packaging can also help brands understand how people interact with their products. With appropriate consent and privacy measures, first-party data can provide insights into consumer behaviour and help inform future marketing campaigns.
Preparing for Sunrise 2027
Brands should begin reviewing their product data, packaging infrastructure and digital strategy ahead of the transition. Key considerations include:
- Ensuring product information is accurate and accessible.
- Understanding GS1 QR code requirements.
- Planning useful digital experiences for consumers.
- Establishing appropriate data collection and measurement processes.
Turning Readiness into Opportunity
GS1 Sunrise 2027 is not just a barcode transition. It is an opportunity for brands to rethink how packaging connects products, information and consumer engagement.
Appetite Creative helps brands turn connected packaging into interactive digital experiences that support marketing objectives and create measurable opportunities for engagement.
Personalising the Consumer JourneyConnected packaging enables brands to deliver relevant content based on consumer interests, location or campaign goals. From personalised offers to interactive brand stories, these experiences can make every product scan more engaging and encourage repeat interactions.
Supporting Transparency and TrustAs consumers look for more information about the products they buy, connected packaging can provide easy access to ingredients, sustainability information, usage instructions and product origins. This transparency helps brands build consumer confidence while making essential information more accessible.