What Is Rich Data?
March 20, 2026
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The product information that has always existed — and is only now finding its way to the consumer. A price was never the whole story
77%
of consumers seek detailed product information.
GS1 US Consumer Survey, 2024
Do you really know what you are holding?
Every day, millions of products are picked up, turned over, and barcode scanned. Transaction completed.
You get the basics from the packaging. The detail is harder to find. The label is cramped. The print is small.
The shift
Since 1974, the barcode has had one job — to encode a product’s unique identity. At checkout, that identity became a price. In the supply chain, it moved goods between trading partners.
It was never built to talk to the person holding the product.
That’s changing. The next generation barcode carries the same identity — but this time it works for everyone: the retailer, the supply chain, and the consumer turning the product over in their hand.
Where was this grown?
What is actually in this?
Was this tested?
Is this authentic?
These are traceability questions. And for the first time, the label can answer them — to anyone, anywhere in the product’s journey.
The opportunity
That moment — product in hand, phone out — is the most direct connection a brand will ever have to the person buying it. No middleman. Just a brand and its customer.
Most brands point that scan at a marketing page. The answers consumers are looking for are somewhere else.
That is the gap.
And it is wide open.
What we do
We build the infrastructure that gives every product a traceable voice.
Every retail product has a unique identity encoded in its barcode. But a standard QR code — even one that opens a webpage — cannot resolve which specific product was scanned. Without that, you cannot verify authenticity. You cannot enable traceability. You cannot answer the questions regulators or consumers are now asking.
We build the missing layer.
How it works
Asses
We review your current labels, barcodes, and data infrastructure — and map exactly where the traceability gap is.
Implement
We connect your product identity to dynamic, updatable, standardized content. Every scan delivers what the person asking actually needs.
How we do it
We configure your QR code as a GS1 Digital Link
Your product identity, structured to the global standard — readable by consumers, retailers, and supply chain systems. All from the same code on the same label.
We set up the web resolver
One scan. The right information. Routed to whoever is asking — consumer, retailer, or auditor — without changing the label.
We structure your traceability data
Standardized, machine-readable product information that supports authenticity verification, recall readiness, and regulatory compliance — now and as requirements evolve.
We host everything behind it
Managed, maintained long after the label is printed. Your label stays the same. What it connects to never has to.
Give your products a voice.
Plain talk on Traceability
Plain-language guides on traceability, barcodes, and what the next generation of product data means for brands and consumers.
The product information that has always existed — and is only now finding its way to the consumer. A price was never the whole story
Two symbols that solved different challenges. The barcode: one job, done well The barcode was introduced in 1974. A cashier at a Marsh supermarket in
A Brand Owner’s Guide to the QR Code That Does More The difference between a barcode, a QR code, and a GS1 Digital Link —