The Bar Code Is Taking a Leap Forward
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The new symbols, called GS1 DataBars, can store more data than traditional bar codes, promising new ways for stores to monitor inventory and for customers to save money.
One use of the symbols will be in sophisticated coupon offers that combine deals on multiple products, said Jackie Broberg, who leads coupon control management at General Mills in Minneapolis. A single coupon, for example, could offer discounts on three separate items like eggs, bacon and biscuits, all in one transaction.
The next use of DataBars at the supermarket will probably be for goods bought at the delicatessen counter, and for fresh meats and poultry, said Stephen Arens, director, industry development, at GS1 US in Lawrenceville, N.J. GS1 US is the trade organization working to move the DataBar standard forward in the United States. A poultry DataBar, for example, might contain not only the price and product category, but also a sell-by date. If a consumer chose an outdated package, the label would alert the cashier at checkout.
In the future, coupon bar codes will probably be read less from strips of paper, and more from cellphones that people hold out for scanning by the cashier.
Samplesaint Inc., a mobile marketing company in Chicago, for example, has developed technology that lets supermarket scanners pick up the image of a coupon bar code directly from the display on a cellphone. In Samplesaint’s system, coupons are sent directly to consumers’ cellphones by text message. The coupon’s bar code is small enough to fit on the screen of any mobile phone, said Walid Johnson, director of research and development.
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