Smarter Barcodes, Smarter Retail: What’s Next for the Industry

Join Mike Graen for an in-depth conversation with Gena Morgan, Vice President of Standards at GS1 US, as they explore how the retail industry is preparing for one of its most important transformations: the shift from UPCs to 2D barcodes.

Fresh off the stage at GS1 Connect, Gena shares key takeaways from the event and unpacks the standards, technologies, and regulatory forces accelerating adoption of smarter data carriers across the global supply chain.

Together, they discuss how brands and retailers are:

• Preparing for Sunrise 2027 and the move to next-generation barcodes
• Embedding serialized data to improve traceability, asset protection, and returns
• Repurposing RFID investments for fresh use cases at the shelf and at checkout
• Unlocking inventory and compliance benefits in grocery, apparel, and fresh foods
• Responding to FSMA 204 and DSCSA with GS1’s global data-sharing standards
• Enhancing consumer engagement through smarter packaging and product data
• Laying the foundation for AI by improving master data quality across the board

Whether you’re in retail, manufacturing, or supply chain, this conversation offers a practical look at how GS1 standards are powering the future of product visibility, data integrity, and operational excellence.

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