September 11, 2025
Retail is no stranger to change. From the rise of e‑commerce to the boom in self-checkout, every decade seems to redefine how we connect with customers. The next big shift on the horizon is GS1’s Sunrise 2027 initiative, which will see a global transition from traditional 1D barcodes to 2D data‑rich QR codes.
What Sunrise 2027 means
The Sunrise 2027 initiative is not a minor technical update — it’s a fundamental shift in how product information is managed and shared. By 2027, almost every product will carry a 2D barcode, with QR codes leading the way.
Unlike traditional barcodes that only store a product number, these new codes can link to a wide range of digital content:
- Ingredient and allergen lists
- Sustainability and recycling instructions
- Expiry dates and batch traceability
- Warranty and care information
- Promotional offers and loyalty benefits
In other words, Sunrise 2027 will ensure that packaging becomes a gateway to richer product transparency and customer engagement.
The broader impact on retail
For retailers, this shift carries several important implications:
-
Operational efficiency
QR codes can support faster recalls, better stock checks and more precise tracking across supply chains. -
Customer empowerment
Shoppers will increasingly expect to scan a product and get instant, verified information straight from the brand or retailer. -
Digital engagement
QR codes open the door to connecting customers with apps, promotions, or brand stories directly at the shelf. -
Accessibility
Information can be delivered in multiple languages or formats, making the shopping experience more inclusive.
But perhaps the most exciting dimension is that QR codes can also act as live service triggers both inside and outside the store.
QR codes as the new call button
Traditionally, when a shopper needed help, they had to find a staff member or press a physical call point. Both approaches have their limitations: staff aren’t always nearby, and fixed call points are often underused.
QR codes create a new model. A simple scan from a customer’s phone can instantly signal that assistance is required at that product or location. That signal can then be routed into a call centre or even a store’s communication system, ensuring the right staff member is alerted immediately.
This transforms QR codes from being purely informational into interactive tools for customer service.
Real-world example
Some retailers are already experimenting with this concept. At x‑hoppers, for example, when a shopper scans a QR code on a product or display, a voice message is played into staff headsets: “Customer requires assistance in Aisle 7.” This allows associates to respond quickly, improve service levels and prevent potential lost sales.
The same technology even works outside the store environment. With just a quick scan, a customer can directly call, chat or even hold a video conference with a customer service agent, improving customer service and reducing the strain put on physical stores.
The idea is simple but powerful: QR codes don’t just tell customers about the product — they connect customers to people.
Looking ahead
As Sunrise 2027 approaches, retailers should consider QR codes not just as a compliance requirement but as a strategic enabler. By embracing them early, retailers can:
- Familiarise customers with scanning as a normal part of the in‑store journey.
- Train staff to handle QR‑driven requests efficiently.
- Explore integrations that connect product information with service, promotions and loyalty.
By 2027, shoppers will expect QR codes to work seamlessly for both information and interaction. Retailers who prepare now will be better positioned to meet those expectations and differentiate their customer experience.
Closing thoughts
Sunrise 2027 is about much more than replacing barcodes. It marks the start of a retail environment where every product carries not just a price and SKU, but a direct line to knowledge, service and connection.
QR codes will become the new universal touchpoint in‑store. Whether it’s accessing allergen information, checking warranty coverage or calling for assistance, a single scan will unlock it all.
The opportunity for retailers is clear: treat Sunrise 2027 not just as compliance, but as a chance to reimagine customer interaction for the decade ahead.
Ian Rowan
Previously the UK and Ireland Country Manager at Wildix, Ian’s team was the first to dream up x‑hoppers after uncovering a retail client’s unique communication needs. Ian now sets the direction for x‑hoppers globally, leading the team with his sharp wit and enviable skills backed by 30 years of industry experience.
Ready to maximize the potential of your stores?
Get in touch, and we’ll help you enhance operations, boost efficiency, and drive more sales.
