GS1 UK and GS1 US partner with io.tt

GS1 UK and GS1 US have named io.tt, an enterprise connected products platform, as their official partner to scale the wider benefits of QR codes for brands in support of the global transition from linear barcodes to 2D QR codes.

The collaboration will see GS1 UK, GS1 US and io.tt working together with brand owners, retailers and the wider supply chain to make the transition to accepting QR codes powered by GS1 at the point-of-sale (POS) - referred to as Sunrise 2027. (Read more in the latest issue of L&L magazine).

io.tt believes that by working in partnership with GS1 UK and GS1 US, brands can use the switch to tell dynamic brand stories and open a new media channel that they own themselves - one that can engage consumers with unique experiences, collect first-party data through consumer interaction, and ensure regulatory compliance across a brand owner’s portfolio. To ensure this future reality for its clients, io.tt has also verified its capabilities as a GS1 UK and GS1 US-compliant platform.

Globally, GS1 aims to ensure a comprehensive rollout by 2027. To prepare, retailers need to ensure their POS systems are equipped with scanners capable of reading both traditional barcodes and QR codes powered by GS1. The shift has already begun, with the new technology being tested in 48 countries across the world, representing 88 percent of the world’s GDP. The changes mean, in practice, that a QR barcode can convey information to the retailer and the consumer.

Brand owners and retailers, including Barilla, L’Oreal, Nestle, P&G, Yili, Alibaba and Lidl, signed up to support the switch earlier this year, recognizing the multiple benefits for both supply chain and consumers that can be achieved through the switch.

The transition promises to aid regulatory compliance, transparency and sustainability, as well as enhance consumer engagement and deliver wider business solutions through connected experiences.

Applications can cover many areas, helping solve business challenges such as increasing loyalty and engagement, reducing consumer first-party data collection costs and ensuring compliance across portfolios with regulations such as the EU’s ESPR.

io.tt already works with brands including Walgreens Boots Alliance, Estée Lauder Companies and PepsiCo supporting connected experiences such as driving Digital Product Passport (DPP) compliance, using NFC tags to authenticate products, and creating product support experiences to drive usage.

‘We’ve intentionally been a little late to the party, observing very closely from the sidelines while we got our clients (some of the world’s biggest brand owners) actually ready to scale across their businesses to meaningfully embrace these exciting new changes to the mighty QR Code,’ said Cameron Worth, CEO and founder of io.tt. ‘Our io.tt platform generates billions of QR Codes for brand packaging annually, and we expect to reach 1 trillion IDs under management in 2025. This means we take this partnership very seriously as we believe wholeheartedly in the potential opportunities QR codes powered by GS1 will drive going forward.’

Anne Godfrey, CEO of GS1 UK, said: "The global transition to 2D QR codes powered by GS1 represents a once-in-a-generation opportunity to revolutionize how businesses operate, connect with consumers, and meet the constantly evolving demands of a digital-first world.

‘This partnership with io.tt is a significant step forward in helping brands leverage the power of GS1 standards to deliver richer product information, ensure compliance, and create more meaningful consumer experiences. At GS1 UK, we are committed to supporting businesses in preparing for this transformation, ensuring they not only meet the challenges of today but thrive in a more transparent, sustainable, and connected future.’