GS1 Digital Link and Resolver Requirements

Unlocking the Future of Product Identification (part 1): GS1 Digital Link and Resolver Requirements for Consumer Goods Manufacturers

Market requirements and consumer expectations are evolving and manufacturers will soon need to adopt new standards for product marketing, including the GS1 Digital Link. innovative approaches to enhance transparency, traceability, and interactivity. For consumer goods manufacturers, a keystone to success will be in how they implement the GS1 Digital Link standard, which modernizes the traditional barcode and opens new opportunities for product engagement. But at the same time, this new ability to pass and collect data raises the bar of responsibility and risk for manufacturers.

This post will walk you through the GS1 Digital Link, its structure, the technical and operational requirements of the resolver, and address privacy concerns that arise when consumers scan these new codes. In subsequent posts, we will explore ways in which manufacturers can limit risk while engaging with their customers to gather meaningful feedback and analytics.

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What is GS1 Digital Link?

The GS1 Digital Link is an updated standard from GS1 that allows barcodes (such as QR codes, Data Matrix codes, etc.) to carry more than just product identification information. It enhances the traditional Global Trade Item Number (GTIN) by embedding web-based data that connects physical products to rich online information.

In short, the GS1 Digital Link bridges the physical and digital worlds, offering manufacturers a way to enrich customer experiences by linking the product to multiple digital resources such as:

• Product ingredients or nutrition facts
• Traceability data
• Warranty information
• Product recalls
• E-commerce sites

This digital link can appear as a scannable 2D barcode on product packaging. When consumers scan it with a smartphone, they are taken to a dynamic web-based experience rather than just seeing a static identification code. The same code can be scanned during checkout at retail where the retailers software will extract the embedded GTIN for price and other embedded data (lot/batch info, best by date, expiration date, serialization, etc) for their internal purposes.

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The Structure of a GS1 Digital Link

At its core, the GS1 Digital Link leverages Uniform Resource Identifiers (URIs) like URLs but includes more structured and standardized product information. Here’s a breakdown of its structure:

1. Identifier Segment
The first part of the link is the GTIN, which is used to identify the specific product.

Example: https://example.com/01/0123456789012

• https://example.com/ is the domain.
• /01/ indicates that the following number is a GTIN.
• 0123456789012 is the GTIN for the product.

2. Optional Attributes
As noted above, additional information can be appended to the URL, providing data such as batch numbers, expiration dates, or serial numbers.

Example:
https://example.com/01/0123456789012/10/12345/21/67890

In this example, /10/12345 represents the batch number, and /21/67890 represents the serial number. This ability to include multiple data points opens up use cases for supply chain tracking, warranty management, and personalized services.

3. Query Parameters
Finally, query parameters allow further customization of the link, including direct interactions like locale or language selection.

Example:
https://example.com/01/0123456789012?lang=en

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GS1 Digital Link Resolver Requirements

The resolver is a critical component of the GS1 Digital Link infrastructure, acting as a directory or a gateway between the scannable code and the appropriate web content. It ensures that the user is directed to the correct online resource based on the scanned link.

Key Resolver Functions:

1. Redirection to the Correct Resource
   When a user scans a GS1 Digital Link, the resolver matches the code against its database to provide the appropriate URL destination. This could be the product’s webpage, a warranty registration form, or product recall information.
2. Dynamic Content Delivery
   Depending on the context—such as geographic location, language settings, or other factors—the resolver can dynamically direct the user to region-specific content or appropriate regulatory data. For example, a customer in Europe might receive different product details compared to someone in the United States, based on local regulations.
3. Link Management
   The resolver system allows manufacturers to update where the digital link redirects to. This means that companies can modify web content linked to the code without changing the code printed on the product.
4. Data Aggregation for Insights
   The resolver can also serve as a data collection point, allowing manufacturers to gain insights from the scans. Companies can track which products are scanned most frequently, where they are scanned, and what types of content users are most interested in.

Requirements to Implement a Resolver:

• URL Handling: A robust system to handle the translation from a GS1 Digital Link to its target web page.
• Redundancy and Speed: The resolver should provide quick and reliable redirection services with minimal downtime.
• Security: The system should safeguard the information from both the manufacturer’s and the consumer’s perspectives. Data encryption and secure access protocols are essential.
• Scalability: As millions of products could be scanned, the resolver must be scalable to handle high volumes of requests efficiently.

Many companies will choose to rely on GS1’s own regional resolvers, but in-house implementations or third-party solutions are also feasible if they adhere to GS1’s technical requirements.

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Addressing Consumer Privacy Concerns

As the GS1 Digital Link connects products to the web, consumer privacy becomes a critical concern. While manufacturers can collect valuable insights, they must balance this with ethical data practices.

1. Data Collection Transparency
Consumers need to know what data is being collected and why. Manufacturers should clearly communicate any information gathered from product scans, such as location, device type, or interaction data.

2. Opt-in and Opt-out Options
When gathering personal data, consent is crucial. Consumers should have the ability to opt out of data collection or choose the level of information they are willing to share.

3. Anonymization of Data
Data anonymization techniques should be implemented to protect consumer identities, especially when aggregated data is used for analytical purposes. It ensures that no personally identifiable information (PII) is linked to individual users.

4. Compliance with Privacy Regulations
Manufacturers must ensure that their use of GS1 Digital Links complies with regional data privacy laws such as the GDPR (Europe) or CCPA (California). These regulations require clear policies on how consumer data is handled and provide consumers with rights over their data, such as deletion or access.

5. Secure Transmission and Storage
To safeguard consumer data, ensure that all information transmitted via the resolver is encrypted and that data storage systems comply with the highest security standards.

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The Future of GS1 Digital Link

The adoption of GS1 Digital Link standards offers consumer goods manufacturers a chance to revolutionize product identification and consumer engagement. By leveraging this standard, companies can provide consumers with tailored, real-time information while gaining valuable insights into product interactions.

However, manufacturers must not overlook the importance of implementing a secure and efficient resolver and respecting consumer privacy. A balance between innovation and ethical data use is essential for building trust in this new age of product transparency.

Are you ready to embrace the GS1 Digital Link standard? Now is the time for manufacturers to enhance their product traceability and interactivity while staying ahead in the competitive consumer goods landscape.

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Conclusion:

By adopting the GS1 Digital Link, manufacturers will not only streamline their operations and help their retail partners, but also provide customers with enriched, interactive product experiences. The implementation of a strong resolver infrastructure and addressing consumer privacy concerns will be key to the successful use of these innovative product codes.