QR Codes: Is a Retail Revolution on the Horizon?
Barcodes as we know them are set to disappear from UK shops within the next five years, according to a report by GS1 UK and FT Longitude.
The shift towards enhanced consumer engagement and transparency is driving the adoption of smart QR codes, a technology capable of delivering detailed, real-time product information.
Retail experts argue this transformation is essential for rebuilding consumer trust and meeting evolving expectations.
Why QR codes are replacing barcodes
Linear barcodes, a staple of retail, are being phased out in favour of QR codes capable of carrying vastly more information. These next-generation codes not only scan at the till but also provide consumers with instant access to online details about a product's origins, environmental impact, allergens and more.
A survey of UK retail executives found that 41% believe QR codes will replace barcodes entirely within five years.
Retail giants like Walmart, PepsiCo and Amazon are already piloting QR codes across 48 countries, with a target for global rollout by 2027.
Sagar Mehendale, a solutions architect at Morrisons, describes the technology as the new standard for product identification. “The smart QR code is becoming the ‘de facto standard for identifying your product at SKU level and augmenting information about the product,’” he says.
“The invention of the barcode is one of the great, untold stories in the history of our modern world – it is more frequently used than Google," adds Anne Godfrey, CEO of GS1 UK.
"The next generation of barcodes – QR codes powered by GS1 – will underpin the next retail revolution to give greater power to the consumer.”
Meeting consumer demand for transparency
Consumers increasingly demand more detailed information about the products they buy. A recent survey revealed:
- 77% consider product information important when making purchases
- 62% are willing to spend more on products with detailed information
- 79% prefer products with scannable QR codes providing additional details
Smart QR codes cater to these demands, offering insights into nutrition, ingredients, safety and country of origin.
For climate-conscious shoppers, QR codes can reveal carbon footprints and emissions generated during production and transport. Ethical consumers can also access information about labour standards and sustainability practices.
Anne continues: “From consumers and regulators to brand owners and retailers, everyone wants to know more about the products they buy, sell or consume.
"However, space on packaging is finite. QR technology allows businesses to connect their products’ unique identity to multiple online sources of real-time information.”
Morrisons is leveraging QR codes to provide an end-to-end view of product journeys, aiming to deliver comprehensive data via customer-facing apps. “We intend to build a much more enhanced dataset,” Sagar says.
“If I want to map the journey for a certain type of wine, I need better integration with suppliers to track emissions and storage at every step.”
Smart QR codes cater to these demands, offering insights into nutrition, ingredients, safety and country of origin.
For climate-conscious shoppers, QR codes can reveal carbon footprints and emissions generated during production and transport. Ethical consumers can also access information about labour standards and sustainability practices.
Anne continues: “From consumers and regulators to brand owners and retailers, everyone wants to know more about the products they buy, sell or consume.
"However, space on packaging is finite. QR technology allows businesses to connect their products’ unique identity to multiple online sources of real-time information.”
Morrisons is leveraging QR codes to provide an end-to-end view of product journeys, aiming to deliver comprehensive data via customer-facing apps. “We intend to build a much more enhanced dataset,” Sagar says.
“If I want to map the journey for a certain type of wine, I need better integration with suppliers to track emissions and storage at every step.”
A wider shift in retail technology
This transformation is part of a broader technological shift within retail. Nearly half of surveyed businesses are already developing QR code capabilities, while 52% plan to do so within two years.
The pandemic accelerated digitisation across the sector, with brands now embracing artificial intelligence, augmented reality and mobile technology to improve customer experience.
Self-checkout systems, mobile pay-and-go and app-based navigation are becoming commonplace.
Gareth Hughes of Estée Lauder Companies notes: “Stores will implement mobile point-of-sale systems, with staff assisting customers using handheld devices.”
Another significant change is the integration of immersive technologies. One-third of retail executives believe augmented and virtual reality will become central to shopping experiences by 2030, blending online and offline interactions.
Sustainability is also a key focus. Over one-third of executives say meeting sustainability goals will require significant investment in retail technology, including QR codes. These codes can help reduce paper and packaging waste, improve recycling behaviours and accurately measure companies’ progress toward climate commitments.
Kate Hardcastle, a retail strategist, emphasises the urgency for brands to adapt: “The tidal wave of knowledge that’s coming will fuel the biggest transformation retail has ever seen. If brands don’t ride this wave, they’ll be left behind.”
The future of retail transparency
While the retail sector is embracing QR technology, the transition to fully replace barcodes will be gradual.
By 2027, the industry expects to scan 2D barcodes at checkouts. However, traditional barcodes may still appear alongside QR codes during this period of adjustment.
Consumers are driving this change with their hunger for transparency.
As Kate puts it: “The retail message to consumers used to be ‘Stack it high, sell it cheap, open the doors and you may come in and buy.’ Now the consumer is the messenger: ‘This is what I want, how I want it and when I want it, and you, retailer, will deliver it.’”
This marks a turning point for retailers as they navigate a future shaped by empowered consumers and transformative technology.
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