Connected Packaging Platform now enables real-time conversion optimization across digital experiences triggered by product packaging

[Boulder, CO, Friday August 8, 2025] – Authentic Labs, a leader in connected packaging solutions, today announced the launch of comprehensive A/B testing functionality within its Real Connected Packaging Platform. This new capability allows brands to optimize conversion rates by testing different digital experiences linked to their product packaging through GS1 Digital Links, providing crucial insights as the industry prepares for the mandatory GS1 Sunrise 2027 transition.

The new A/B testing feature enables brands to measure and compare conversion rates across two distinct digital experience variants over time. Brands can test various calls-to-action (CTAs) including links to additional product content, newsletter signups, social media follows, quick surveys and polls, and any other engagement metrics critical to their marketing objectives.

"As we approach GS1 Sunrise 2027, brands need more than just compliance – they need competitive advantage," said David McCloskey, President at Authentic Labs. "Our A/B testing capability transforms product packaging from a static marketing tool into a dynamic, data-driven customer engagement platform that continuously improves based on real consumer behavior."

Understanding GS1 Digital Link and Sunrise 2027

GS1 Digital Link represents a revolutionary approach to product identification that extends traditional barcodes into the digital realm. Unlike conventional barcodes that simply identify products at point-of-sale, GS1 Digital Links embed web-based URLs that can direct consumers to rich digital experiences when scanned with smartphones.

GS1 Sunrise 2027 marks the global mandate requiring all product barcodes to be capable of carrying additional data beyond basic product identification. This transition represents the most significant evolution in product identification since the introduction of the barcode itself. Beginning in 2027, retailers worldwide will be required to accept these enhanced barcodes, creating unprecedented opportunities for brands to connect directly with consumers through their product packaging.

The initiative aims to bridge the physical and digital worlds, enabling brands to provide consumers with detailed product information, authenticity verification, sustainability data, usage instructions, and personalized marketing content simply by scanning a product's digital link (QR Code) with their smartphone.

A/B Testing in Action: Real-World Applications

Consider a premium skincare brand launching a new anti-aging serum. Using Authentic Labs' A/B testing capability, the brand creates two digital experience variants:

Variant A: Focuses on scientific backing with links to clinical studies, ingredient explanations, and dermatologist testimonials. The primary CTA encourages users to "Learn More About the Science."

Variant B: Emphasizes user-generated content with customer before-and-after photos, video testimonials, and social media integration. The primary CTA invites users to "See Real Results" and join the brand's community.

Through the platform's analytics, the brand discovers that Variant B generates 40% higher engagement rates and 25% more newsletter signups among consumers aged 35-50, while Variant A performs better with consumers over 50. This insight allows the brand to dynamically serve the most effective content to different consumer segments, maximizing engagement and conversion rates.

The testing revealed additional insights: customers who engaged with the scientific content (Variant A) showed higher lifetime value but longer purchase consideration periods, while those who engaged with user-generated content (Variant B) converted faster but made smaller initial purchases. Armed with this data, the brand optimized its customer journey to nurture each segment appropriately.

Platform Advantages for Sunrise 2027 Readiness

Authentic Labs' Real Connected Packaging Platform provides brands with comprehensive functionality to navigate the GS1 Sunrise 2027 transition successfully:

• Seamless Integration: Compatible with existing packaging workflows and supply chain processes

• Real-time Analytics: Immediate insights into consumer engagement patterns and preferences

• Dynamic Content Management: Ability to update digital experiences without changing physical packaging

• Scalable Infrastructure: Handles high-volume scanning events across global product distributions

• Compliance Assurance: Ensures full adherence to GS1 standards and requirements

The A/B testing functionality integrates seamlessly with these existing capabilities, providing brands with a complete solution for connected packaging success.

Market Impact and Industry Adoption

With GS1 Sunrise 2027 approaching rapidly, brands across industries are recognizing the strategic importance of connected packaging. Early adopters are already seeing significant returns on investment through enhanced consumer engagement, improved brand loyalty, and valuable first-party data collection.

"The brands that succeed post-Sunrise 2027 will be those that view this transition not as a compliance requirement, but as a transformative opportunity to deepen customer relationships," added David McCloskey. "Our A/B testing capability ensures that brands can continuously optimize these relationships based on actual consumer behavior rather than assumptions."

Availability and Implementation

The A/B testing feature is now available to all Authentic Labs Real Connected Packaging Platform users with Professional and Enterprise plans. Implementation requires no additional hardware and can be deployed across existing product lines within minutes. The platform supports unlimited testing scenarios and provides comprehensive reporting dashboards for marketing teams and executives.

Brands interested in leveraging A/B testing capabilities ahead of GS1 Sunrise 2027 can contact Authentic Labs for consultation and implementation planning.

About Authentic Labs

Authentic Labs specializes in connected packaging solutions that bridge the physical and digital worlds. The company's Real Connected Packaging Platform enables brands to create meaningful consumer connections through their product packaging while ensuring compliance with evolving industry standards. With a focus on innovation and customer success, Authentic Labs serves brands across multiple industries in preparing for the digital transformation of product packaging.

For more information about Authentic Labs and the Real Connected Packaging Platform, visit https://authenticlabs.com.