Consumers demand rich data about products on their “to buy” list. When brands can't provide the information shoppers need to make a purchase decision, lost sales are a strong possibility. In this session, a brand owner will share their experience with the transition to 2D barcodes, emphasizing crucial factors like data requirements needed for a smooth transition and consumer experiences advanced data carriers can enable. Implementation is not just a technical challenge to meet industry timelines–like Sunrise 2027 for the scanning of 2D barcodes at point of sale–it is also an opportunity to prepare for “what if” scenarios with marketing teams to explore exciting new consumer experiences that 2D barcodes unlock.