Markem-Imaje, a global leader in intelligent identification and traceability solutions, invites retailers to discover the benefits of GS1 Digital Link at NRF 2025: Retail’s Big Show Europe, taking place from 16–18 September 2025 in Paris. At stand 6 C159, Markem-Imaje experts will demonstrate how the next generation of QR codes can improve inventory management and boost consumer engagement.
The Digital Link is the next evolution of barcode technology. Powered by GS1 – a global organisation for data standards—it connects the GS1 application identifiers for a specific product, such as GTIN, batch number, best-before date and serial number, to the internet. This allows real-time access to both B2B and B2C information, turning traditional packaging into a powerful digital gateway.
“Retailers are under pressure to reduce costs, optimise efficiency and attract shoppers. The GS1 Digital Link barcode is a single solution that helps them achieve all three,” said Viktor Hermansson, Marketing Director, Markem-Imaje. “At NRF Europe, we’ll demonstrate how the GS1 Digital Link can unlock competitive advantage—starting with private-label innovation, real-time traceability and direct shopper connection.”
Improving inventory management and traceability
By embedding key product data—such as SKUs, sell-by dates, point-of-origin and batch numbers—into a single 2D barcode, retailers can reduce manual checks, prevent the sale of expired products and enable real-time reporting back to brand partners. This supports smarter decision-making and demand forecasting while improving operational efficiency at the point of sale.
One code for all
GS1 Digital Link replaces multiple on-pack codes with one smart, standardised barcode. Today’s packaging is cluttered with multiple codes—a 1D barcode for point-of-sale (POS) and potentially separate QR codes for engagement, creating inefficiencies and limiting scalability. By replacing these with one GS1 Digital Link can seamlessly integrate POS data and dynamic content while freeing up valuable packaging space.
Build consumer trust with connected packaging
GS1 Digital Link creates a direct connection between brands and consumers, enabling loyalty-building opportunities such as personalised promotions, recycling guidance and recipes—turning each product into a communication channel. This interactive experience builds trust and engagement, strengthening brand loyalty in an increasingly competitive market.
See it in action at NRF Europe
Markem-Imaje experts will be on hand at booth 6 C159 to demonstrate how retailers can benefit from the GS1 Digital Link technology.
Visit the Markem-Imaje website to learn more about the GS1 Digital Link.
