Laroy Group makes the most from the next generation barcode
After 50 years of the familiar “beep” at the till, the time-honored barcode is making way for a new generation. As a leading player in the pet industry, Laroy Group is one of the first companies to implement the next generation barcode. We spoke to Stef De Baets, who is in charge of Master Data at Laroy Group.
Who is Laroy Group and what do they do?
Laroy Group is a Belgian family-owned business that specialises in food and accessories for our beloved pets, which operates in over 80 countries around the globe. In addition they run 2 production plants which operate under the “Witte Molen” and “CéDé” brand names. “Even though our roots are in pet food, we have substantially expanded our range over the years, to the point where we currently have an assortment of over 9,000 products,” Stef De Baets explains.
Creating value with the next generation barcode
The decision to switch to the next generation barcode was prompted by a visit to the GS1 Belgilux Forum. “This is where we discovered the benefits and the opportunities for our products,” Stef clarifies. “Even though the QR code powered by GS1 may contain important information for all parties involved in the sale process, we believe the biggest added value lies in the customer experience. The next generation barcode allows us to share comprehensive information and step up engagement.”
Smooth process
“After meeting with GS1’s experts, we had a clear understanding of the process as a whole,” Stef goes on to add. The focus went out to the Cédé brand, where we were already planning to revamp the packaging.” This being the case, we identified 42 items, old and new. “Thankfully, most of the product information of our Cédé items had already been synchronised with the GS1 datapool, which made generating the QR codes quick and easy. All QR codes were generated in an hour’s time, after which the marketing department was able to start implementing the information on the new packaging units.” Each QR code powered by GS1 contains the Global Trade Item Number (GTIN), which directly links the QR code with the associated product page. In the meantime, Laroy Group has associated all QR codes with a dedicated product page. “The fact that the next generation barcode is dynamic is a major strong suit. We are able to put in multiple links or adjust data without renewing the packaging. With the new packaging units now ready, Laroy Group is looking forward to launching them in the shops. “We expect the first products to hit the shelves around mid-November,” Stef says.
A step forward
There are also further challenges ahead. Converting future items demands a lot of time. With over 9,000 items, the possibility of bulk processing is a big aspiration. It’s all about starting on time. What would Stef advise? “Try it out first, you will quickly get the hang of it and there’s nothing but benefits to be had.”
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