What is GS1 digital link? A detailed guide.
 

GS1 Digital Link represents an innovative barcode standard that integrates product or logistics identifiers into a URL, transforming the traditional barcode into an access point for expanded digital information. Typically, this URL is encoded in a 2D code, such as a QR Code. Point of sale systems and other conventional scanning applications can read a Digital Link contained in a QR Code and extract the identifier, such as the GTIN, even without an internet connection. On the other hand, mobile devices can access the URL through their browsers, offering users access to digital content. Additionally, URLs can function as APIs, allowing specialized applications and systems to fetch additional information of specific interest.

How do we transform the 13-digit EAN barcode into a Digital Link?

First, we convert the barcode into a 'GTIN-14', which is a 14-digit representation of a Global Trade Item Number. To do this, we add zeros to the left until the total reaches 14 characters. The result is the following number:

In the context of Digital Link, what was previously just a number in a barcode turns into a specially structured web address. Therefore, it is essential that we establish the definition of our Digital Link web address. The first step is to communicate that the number presented is a GTIN. This is done by adding a qualifier before the number sequence, allowing other applications and users to recognize that the subsequent number is a GTIN. The qualifier used for a GTIN is /01/, as 01 represents the 'Application Identifier' for GTIN as described in the 'GS1 General Specifications'. So, our sequence now looks like:

The final step is to turn this into a web address, incorporating a protocol and domain.

In real life, the domain of different Digital Links will vary, based on the domain the company has chosen in conjunction with its Digital Links resolution provider, such as Kodici.

How is a Digital Link printed on packaging?

With the GS1 Digital Link string in hand, the next step is to convert it into a scannable symbol, known as a data carrier. The most commonly used data carrier with a Digital Link is a QR Code, thanks to its broad compatibility with mobile devices. After coding, it might look like this:

Digital Links can represent batches of products

Digital Link is not just restricted to GTINs. Various other product identifiers and attributes can be incorporated into a Digital Link. Among the most relevant are the batch number or serial number, as they enable more precise differentiation of products and pave the way for additional uses, such as inventory management based on expiration dates and authentication against counterfeits.

Consider a batch of goods produced in a given factory on a given day. In Digital Link, this set of products can be globally distinguished from all others through the combination of a GTIN and a Lot Number that the manufacturer assigns:

These two identifiers can be easily represented through a Digital Link. We begin creating the GTIN section of this Digital Link by transforming the 13-digit barcode above into a GTIN-14, prefixing it with the qualifier that indicates its nature as a GTIN.

The next step is to include the Lot Number. Initially, we need to incorporate a qualifier that indicates that a batch number is about to be added to our string. The qualifier used is /10/, as 10 represents the 'Application Identifier' for the Batch Number, as defined in the 'GS1 General Specifications'. Thus, our updated string becomes:

As we saw previously, the final step consists of entering a protocol and a domain, which transforms the link into a valid web address. Thus, our finished batch level Digital Link becomes:

Digital Links may include additional attributes such as expiration date

In the previous example, of a batch of product converted into Digital Link, the expiration date also appeared on the label:

In certain situations, it would be extremely beneficial to include an additional attribute directly in the Digital Link, allowing scanning applications to use this information without the need for an internet connection to obtain additional data. For example, when scanning a product at the checkout, the system could identify if the item is expired and prevent the sale.

Adding extra attributes to a Digital Link is a simple task. Let's start with the batch-level Digital Link we created earlier:

To include extra attributes that are not part of the objects primary identifier keys, we use 'URL parameters'. We insert a question mark at the end of the string, indicating that we are about to add one or more parameters.

At this point, it is necessary to identify the attribute in question. When consulting the 'GS1 General Specifications', we find that the 'Application Identifier' corresponding to the 'Expiration Date' is '17'. So, we insert this information into the string:

Now, we need to include the expiration date in YYMMDD format. Since we don't have a specified day on our label, we will use the first day of the month. Therefore, the finished Digital Link will be:

Digital Links can represent unique serialized products

By assigning a serial number and GTIN to a product, companies can uniquely identify each item in relation to others. This concept is often referred to as 'serialized GTIN', or SGTIN.

To create a Digital Link at a serialized level, start with the GTIN part in the usual way:

Now, let's incorporate the serial component at the end. The qualifier used is /21/, as 21 represents the 'Application Identifier' for 'Serial Number', as established in the 'GS1 General Specifications'. Thus, our string becomes:

Add a protocol and domain and youre done:

It is worth mentioning that the serial identifier is not limited to a numeric format: it can be alphanumeric, which significantly expands the variety of available values.

What happens when a Digital Link is scanned at checkout?

Are you aware that by 2027, retail spaces will undergo a transformation to integrate 2D code scanning. This initiative, called 'Sunrise 2027', is supported by GS1 and several prominent retailers.

One of the advantages of Digital Link is that the usual scanning procedures in the supply chain, such as retail checkout, operate effectively even without an internet connection. When the user scans the QR Code during checkout, the URL is extracted and the checkout application searches for the corresponding string, which is the GTIN, after the qualifier /01/: /01/ 07890000000000.

The checkout system will then use the GTIN to perform normal product and price searches.

What happens when a Digital Link is scanned with a smartphone?

When we convert our Digital Link web address into a QR Code, users can easily scan it with a smartphone, allowing the corresponding digital content to be opened in their phones browser. To do this, it is generally enough to position the camera application over the QR Code, which will then offer the option to access the web address in the default browser. The browser will communicate with the Digital Link Resolver, a software that decides which web address should be sent to the browser, based on a series of criteria. After this communication, the browser loads the designated website.

What is a Digital Link solve? What is a Link Type?

A Digital Link Resolver is a system that processes web requests originating from browsers and applications, interpreting Digital Link addresses and determining actions to take based on various criteria, such as the identifiers scanned (for example, which GTIN was used?) , user preferences such as browser language, and request parameters including whether the requester seeks specific information or prefers data in a machine-readable or human-readable format. This implies that a Digital Link can connect to an unlimited number of digital destinations.

A Digital Link Resolver is software that handles the browser's or applications initial request for a Digital Link and decides which web page or content to send them to.

When scanning a Digital Link with your mobile device, you will be directed to the content (landing page) set as the default link in Digital Link Resolver.

Digital Link has functionality that allows client applications to request specific data. This is accomplished by appending a special parameter, called linkType, to the end of the Digital Link URL, before forwarding the request to the resolver.

GS1 has defined a broad set of standard link types on this site here: https ://ref.gs1.org/voc/?show=linktypes. When browsing this site, you will see a large list of link types that you can browse.

Lets take the example of 'Allergen Information'. The linkType value is 'gs1:allergenInfo'. Imagine we have a Digital Link product that is as follows:

For the resolver to provide allergen data, you must include a parameter in the URL as follows:

The resolver would then consult its rules and attempt to direct the requester to a source of allergen information.

Entering a linkType parameter manually is clearly impractical for the average user. By scanning a code on their phone, the user would be directed to a default landing page without the ability to modify the URL. Instead, the linkType feature will be implemented by applications and IT systems to automatically extract data on specific topics. For example, consider a mobile app that allows consumers to scan the Digital Link of any food product, regardless of brand, to obtain allergen information. The application would allow the user to scan the Digital Link, and then automatically attach the linkType, search for information in Resolver and present the results to the user.

Thus, the linkType feature allows each product and supply chain element to have its own API. It is a highly effective tool, often underestimated by Digital Link analysts.

Conclusion

GS1 Digital Link represents a significant innovation in the way of sharing product information, surpassing the conventional role of barcodes. This modern standard establishes a connection between physical products and digital content, resulting in a more engaging and interactive experience for consumers and brands/manufacturers.