In an era where consumers expect transparency, safety, and convenience—and retailers must manage ever-more complex supply chains—the humble barcode is poised for a remarkable transformation. The “Sunrise 2027” project, spearheaded by GS1, is a global initiative designed to equip retail with enhanced barcodes—barcodes that do far more than simply identify products. By harnessing richer data sets and enabling new capabilities in inventory, food safety, and traceability, Sunrise 2027 is setting the stage for a more resilient, responsive, and customer-centric retail ecosystem. 

Beyond the Label: The Power of Enhanced Barcodes 

The standard 1D barcode has been a workhorse for decades, yet it is increasingly limited in a world where data is king. With demands for real-time visibility into product origins, expiration dates, batch numbers, and nutritional information, retailers and manufacturers are recognizing the need for barcodes that deliver more. Enhanced barcodes can carry vastly more data right on the product packaging, unlocking critical use cases. 

The importance of this shift becomes starkly apparent in cases like the Quaker Oats granola bar recalls, where retailers faced delayed efforts to pinpoint affected batches due to manual checks, over-pulled inventory, slower customer outreach that put consumer safety at risk, along with reputational risk. After the 2023 recall, PepsiCo added  SmartLabels to their Quaker Oat products. Enhanced barcodes enable rapid, precise batch identification that allows retailers to confidently remove only those products at risk, rather than entire categories. While these barcodes enabled some retailers to respond more efficiently to the recall expansion/extension into 2024, the many without 2D-compatible systems missed the opportunity to act with the same speed and precision. 

Beyond food safety, richer barcodes empower smarter inventory management. With data on production dates, batch codes, and expiry, retailers can optimize stock rotation, minimize waste, and ensure fresher products for customers. This is particularly valuable for perishable items and those subject to regulatory oversight. 

Zach Pastko, Senior Vice President at W. Capra shared, “Beyond just technical planning, operationally, retailers must adjust cashier training, self-checkout programming, and store workflows to accommodate both barcode formats. There may be temporary slowdowns and increased support needs, but these challenges are manageable with robust planning and cooperation among stakeholders.” 

Tackling the Transition to 2D Barcodes

“2027 isn’t as far off as it seems and retailers who delay planning for enhanced barcodes will soon face mounting urgency,” shared Donna Perkins, Consultant at W. Capra. “Retailers should act now by assessing current scanner capabilities, inventorying all legacy hardware, coordinating software upgrades with POS vendors, requesting new symbology programming codes from scanner suppliers, and educating staff about barcode changes and new operational protocols. Proactive preparation will mitigate risks, ensure compliance, and unlock full potential of enhanced barcode functionality.” 

Retailers taking early steps to ensure POS and scanner readiness for Sunrise 2027 will gain a clear advantage. By initiating firmware updates and new symbology codes early, they’ll be ready to capture and use the expanded information embedded in 2D barcodes—enhancing inventory accuracy, streamlining operations, and improving customer experiences. 

Adopting enhanced barcodes isn’t just a technical upgrade—it’s a strategic shift. The transition can be complex, but with W. Capra as your partner, retailers gain expert guidance, seamless execution, and the ability to unlock new efficiencies and data-driven capabilities with confidence.  

W. Capra’s deep and longstanding history of working with retailers on technology considerations, rollouts, and operational playbooks offer retailers the additional bandwidth and expertise needed in yet another innovation that will be coming to the forefront in the near future. Perkins added, “Starting conversations early, testing systems thoroughly, and looking for new opportunities unlocked by data-rich barcodes—from improved safety and reduced waste to more inclusive and engaging customer experiences should start as soon as possible. The groundwork laid today will determine tomorrow’s success.”

Zach Pastko and Donna Perkins lead W. Capra clients in all things related to technology road mapping, implementation, and ongoing operations. Interested in a discussion with one of our experts?

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