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Retailers Can Gain Efficiencies by Adopting the GS1 DataBar® Format for Coupons

June 19, 2015

By: Daniel Triot- Senior Director, Trading Partner Alliance (TPA)

By the end of June, manufacturers’ coupons for food and consumer products that use the UPC Prefix 5 barcode symbols will no longer be used, and food retailers should be preparing for this change.

Groups such as the Food Marketing Institute, National Association of Chain Drug Store, National Grocers Association, Grocery Manufacturers Association, GS1 US and members of the Joint Industry Coupon Committee urge retailers to prepare for the retirement of UPC Prefix 5 barcodes on coupons beginning July 1, 2015.

Retailers can reduce the time spent on processing coupons and speed up customer check-out by scanning the GS1 DataBar barcodes on coupons. This enables the efficient electronic validation of both consumer compliance with the terms of the offer and the authenticity of coupons through serialization.

Retail, CPG and food industries are moving to use of the GS1 DataBar barcodes because it will help decrease incidents of unintentional misredemption and fraud, reduce cashier labor and decision-making time and maximize intended profitability of promotions. The change to the GS1 DataBar barcodes will improve overall customer experience by making the coupon processing simpler and quicker for customers at the cash register.

Specific benefits of the GS1 DataBar barcodes include automatic expiration-date check, double-coupon value limits to exact purchase requirements, reduced cashier intervention with complex offers placed within the code, and allowance for retailer-specific coupons.

Most existing scanning systems are capable of reading the GS1 DataBar Expanded and GS1 DataBar Expanded Stacked barcodes. To ensure readiness, retailers may simply need to enable this functionality in their systems. However, in some instances, software modifications may be required.

Retailers are encouraged to implement and activate these technologies as soon as possible in order to to process coupons seamlessly and to avoid a disadvantaged position in the market place.



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1 Comment »

  1. Enabling supermarkets’ POS to scan GS1 DataBar will also help to reduce food waste.
    The new open GS1 DataBar barcode standard enables new food waste reduction applications that offer relevant, environmentally friendly and personalized fresh food deals.
    An example of such an application is the “End Grocery Waste” App. This GS1 DataBar based application encourages efficient consumer shopping behavior that makes fresh food affordable for all families, maximizes grocery retailer revenue, and effectively reduces the global carbon footprint.

    Comment by Rod Averbuch — June 19, 2015 @ 9:21 pm

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