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New GS1 US Mobile Scan Solution Advances Product Identification

GS1 US is raising the bar for consumer engagement with a new tool.

The information standards organization announced Monday that it is launching the GS1 US Mobile Scan, a solution that helps brands deliver accurate product information to consumers.

“Consumers are increasingly demanding access to complete and accurate product information to inform their purchase decisions and more than 90 percent use their smartphones while shopping in retail stores,” Laura DiSciullo, senior vice president of solutions at GS1 US, said.

All GS1 US Mobile Scan-enabled packages feature a DW Code, which is a Digimarc Corporation high performance barcode that allows companies to provide consumers with brand product information (prices,coupons, instructional videos, marketing, shopping assistance) on their smartphones. Manufacturers may access DWCodes through GS1 US’s new online portal.

In addition to improved customer service, the GS1 US Mobile Scan also benefits retailers with in-store operations. The new tool establishes better inventory accuracy and speedier point-of-scale (POS) checkout. Global Trade Item Number (GTIN) data in products’ U.P.C. barcodes are also found in the GS1 US Mobile Scan, which assists with the scanning of a package’s printed surface.

Mobile app developers will be able to use the Digimarc Discover software development kits to allow consumers’ smartphones to read DW Codes, 1-D and 2-D barcodes.

Brand owners may enable the GS1 US Mobile Scan by registering, creating an account, verifying each GTIN and providing required product attributes on the GS1 US online portal. Payment includes a $50 annual license fee for each DWCode and Certified Solution Partner fees to use DWCodes.

“The combination of mobile technology and shopper expectations has created the perfect storm and is challenging brands and retailers to respond with richer information for the consumer. GS1 US Mobile Scan addresses those requirements, helping provide the ultimate consumer experience now and in the future,” DiSciullo said.