Amy Reiter – Senior Director Customer Success- GS1 US

Barcodes have been a foundational part of retail for more than 50 years, but they’re entering a new chapter. As the industry prepares for Sunrise 2027, retailers and brands are rethinking how data is captured, shared, and activated at the point of sale and across the supply chain.

GS1 US, the not-for-profit standards organization behind the UPC and other widely used data standards, will show us what the next era of retail looks like and break down the key differences between traditional 1D barcodes and next‑generation 2D barcodes, including what additional data 2D barcodes can carry and how that data can be used without disrupting existing checkout processes.

Attendees will gain a clear understanding of Sunrise 2027, the industry milestone for retailers to be capable of scanning 2D barcodes at the point of sale, and what “ready” really means from an operational and technology standpoint. The session will also highlight real‑world 2D barcode use cases, such as enabling access to product information, supporting traceability initiatives, improving recall readiness, and connecting consumers to digital experiences…all using a single, standards‑based barcode.

The session will also explore how 2D barcodes and RFID can work together as complementary tools to deliver next level supply chain visibility. RFID enables bulk reading and real‑time inventory visibility, creating a more connected, data‑driven retail environment when used in tandem.

Whether you’re just starting to explore 2D barcodes or actively planning for Sunrise 2027, this session will help retailers understand the path forward and how GS1 Standards can simplify the journey.