On September 24, your collaboration platform between retailers and manufacturers GS1 launched a first identification standard for non-new products. Why now?
Diana de Bernardy: Brands and retailers have been identifying new products for over 50 years, relying on traditional barcodes. The standardisation of product data, which was initially a matter of listing and automating exchanges, then shifted towards operational efficiency. Today, two new areas are opening up. The first is consumer engagement, made possible by our GS1 augmented QR code. The second is the fast expansion of non-new products (second-hand, reconditioned or repaired items). Whether in fashion, electronics or household appliances, the market needs to establish new identification rules for the “non new” products. Refurbishers, among others, are very interested in harmonisation of identifiers. The second focus echoes the E.U. regulation of the Digital Passport Product (part of the Green Deal), which aims to promote circularity and extend products’ lifespan. Beyond the regulatory requirements, this new legal framework will help retailers and brands bringing greater transparency and circularity to the entire value chain.
