Phased rollout of the QR code by GS1: how COMPO Benelux is approaching it
How do you add a QR code by GS1 with Digital Link to a range of 300 to 350 products without having to redesign hundreds of packages at once? COMPO Benelux, a leading European player in potting soils, fertilisers, grass seeds and plant care products, has opted for a phased approach. Wherever possible, the new QR codes by GS1 are incorporated into packaging updates that are already planned. Geoffrey De Cloedt, Product Manager, explains how the QR code by GS1 is gradually becoming part of the existing packaging process.
Not everything has to happen at once!
COMPO's long-term goal is to equip its entire product range with a QR code by GS1. But that does not mean updating hundreds of packages all at once.
The QR code by GS1 already appears on some COMPO Benelux products, including a range of rodenticides. In addition, around 15 to 20% of the product range is currently in the pipeline for packaging scheduled to reach the market in 2027.
Wherever possible, Geoffrey aligns the transition with packaging changes that are already planned. Packaging may need updating because of new legislation, product innovation or commercial design changes.
"If packaging needs to be updated anyway, adding the QR code by GS1 is just a small step in the overall process," he explains.
This approach avoids having to replace perfectly usable packaging materials prematurely. Rather than a major overhaul, the change follows the natural rhythm of the product range.
My Product Manager as the starting point
COMPO was already managing its product range in My Product Manager, making it easier to integrate the QR code by GS1 into its existing processes.
"Once a product is active in My Product Manager and the minimum required information is available, the QR code by GS1 can already be generated. Not all product information needs to be finalised at that stage. And that makes a real difference in practice. When a design agency starts working on new packaging, some details of a new or updated product may still be unknown."
This means COMPO can provide the QR code by GS1 to its packaging design agency early in the design process. While the design is being developed, the remaining product information can be added. Before the packaging reaches the market, the marketing team ensures that the final product page is available.
During implementation, Geoffrey attended a GS1 webinar. He also used the help function in My Product Manager and contacted the GS1 helpdesk whenever he had questions.
Two barcodes share the packaging for now
During the transition period, COMPO is placing both the traditional linear barcode and the QR code by GS1 on its packaging.
This is necessary because not all retailers and checkout systems are currently equipped to scan two-dimensional codes. COMPO therefore positions both codes close together, in line with GS1 guidelines.
This sometimes requires a little extra planning during the packaging design process, but it ensures that both codes are easy to locate. Whether a store still uses traditional barcodes or a retailer is ready to process two-dimensional codes in the future, the relevant code must be easy to find and scan.
Implementation does not end once the QR code by GS1 appears on the packaging. The marketing team maintains a separate file recording which QR code belongs to each product and which URL it links to. This allows them to track what needs updating when, for example, a product page or product information changes.
As more products featuring a QR code by GS1 reach the market, managing this information becomes increasingly important. Geoffrey therefore needs to keep track not only of the packaging itself, but also of the information behind the QR codes.
The advantage is that updating digital information does not automatically mean having to change the QR code on the physical packaging.
Start with what is already changing
For companies just beginning their transition, Geoffrey has one key piece of advice: get informed early and avoid treating implementation as one enormous project.
A phased approach can make the transition much more manageable. Start by identifying which packages already need updating due to legislation, innovation or other reasons. The QR code by GS1 can then be incorporated into those existing processes.
For companies with a large product range, the transition remains a significant undertaking. But COMPO's experience shows that not everything does have to happen at once.
