Redirecting from the GS1 2D code to various online content

The use of the GS1 2D code or the GS1 Digital Link standard does not restrict the type of content a company can provide behind the web link opened via the code. The content is determined by the company’s own objectives and needs. When implementing a GS1 2D code, it is therefore essential to identify the intended use of the code and what kinds of tools and changes to operating practices this requires.

As a QR code scannable with a smartphone, the GS1 2D code enables consumers to be directed directly from the product package to the desired online content. In its simplest form, this can mean, for example, a product information page already available on the company’s own website, in which case implementing a GS1 2D code does not require the creation of new online content.

The GS1 2D code offers extensive opportunities to further develop communication, both in terms of information aimed at consumers and information shared with different parties in the supply chain.

On the website opened by scanning the GS1 2D code, all key content and links related to the product, its use, packaging and marketing can be compiled into a single view. From such a landing page, the consumer can choose which information is relevant to them in the context of the specific product or situation.

An additional benefit of the landing page is that content can be easily added, modified or removed as needed. This makes it easier, for example, to respond to changing legislative requirements or new consumer information needs.

It is also advisable to monitor consumers’ needs and interests using website analytics, so that the landing page and its content can be developed based on actual use.

Redirection refers to directing a website visitor from one address to another. A redirection from a permanent URL address compliant with the GS1 Digital Link standard can be updated at any time, allowing the content shown to consumers via the GS1 2D code to be changed easily without making changes to the packaging.

Redirection is a standard feature of all web servers and can usually be managed through the same content management system that is used to manage website content.

When the use of the GS1 2D code concerns a larger number of products, it is advisable to consider using a separate resolver solution for managing redirections. In a resolver, the redirection from the address contained in the GS1 2D code to the desired destination pages is managed, and the administration of these redirections is clearer than managing them directly in a website content management system.

Thanks to the resolver service, the GS1 2D code does not have to point to a single specific web page. Instead, the same code can direct different users to different content based on, for example, usage context, device, language or role. This makes it possible for a consumer, a retail operator or another supply chain party to receive information intended specifically for them after scanning, even though one and the same code is used on the package.

A company can build the resolver itself as part of its own systems using GS1’s open-source resources, or purchase it as a separate service from a suitable service provider.