Value-Added Services for Packaging Converters Using 2D Codes

Why Demand for 2D Codes Is Growing

There is increasing demand for labels and packaging that feature 2D codes, with many brands now seeking to integrate variable or serialised 2D codes into their designs for traceability, brand protection, and consumer engagement.

While the majority of converters are already equipped to print 2D codes, those who truly understand and adopt 2D code technology are well-positioned to capitalise on significant opportunities. These converters can broaden their service offerings to meet changing customer requirements, differentiate themselves in a competitive market, and build stronger relationships with their brand clients.

Opportunities for Converters Offering QR Code Services

Although many brands are keen to harness the advantages of 2D codes, the process of implementation can often seem complex. Findings from the Appetite Creative Connected Packaging Survey 2025 reveal that over one-third of respondents who are not currently using connected packaging have only a limited understanding of how 2D codes work and the underlying technology.

This lack of knowledge presents various opportunities for converters to support brands, stand apart from competitors, and grow their businesses:

• Offering integrated label design and printing services to ensure reliable print and scan quality for static, dynamic, and variable 2D codes.

• Joining the growing number of agencies delivering digital marketing and data solutions to help brands execute QR code campaigns.

• Acting as trusted advisors by offering long-term support for brand clients, assisting with the implementation of variable or serialised 2D codes, and managing data within GS1-powered QR codes.

• Providing secure QR codes to support product authentication.

These opportunities can unlock new revenue streams for converters, who may choose to build in-house capabilities or partner with agencies to deliver white-label services.

Packaging, Label Design and Printing Services

Many brands already rely on third parties for packaging and label design, making it a natural progression for converters to offer a complete design and printing service – a solution that many already provide.

Allowing label design to be handled by printing specialists can offer considerable value to brands. Design agencies are not always familiar with the specific requirements for QR code printing, such as sizing and optimal placement on the pack to ensure reliable scanning by both retailers and consumers.

For converters already offering design services, the addition of digital capabilities focused on 2D codes is a relatively small step that can bring significant benefits. This also opens further opportunities to expand in-house expertise and deliver comprehensive digital campaign solutions. In this case, a converter could oversee the entire process – from generating QR codes for packaging, to label and packaging design, to the development of digital assets such as interactive applications and landing pages, alongside the final print production.

Incorporating data capture from QR code scans could also lead to the development of a subscription-based service that monitors user engagement. This would allow brands to analyse regional trends, refine product offerings, and tailor promotional activity accordingly.

There is also an opportunity to support brands utilising data-rich QR Codes Powered by GS1. Regulatory applications, including the EU Digital Product Passport and electronic product labels such as the EU e-label for wine, often require the long-term management of product data throughout a product’s lifecycle to remain compliant with evolving legislation. In this context, converters could take on the responsibility of managing this data on behalf of their clients – for instance, by updating e-labels with changes to ingredients or nutritional information as needed.

Variable and Serialised QR Code Printing Services

Brands recognise the potential benefits that variable QR Codes Powered by GS1 can bring to their operations. As demand grows for more precise tracking of individual products and product batches through code serialisation, converters have a clear opportunity to strengthen their relationships with brand customers.

When offering variable QR code printing services, producing labels and packaging on a just-in-time basis with batch-specific, expiry, or serialised data, accuracy is essential. Converters must ensure that the correct codes and artwork are applied to match the brand’s batch and expiry information – a critical requirement when serialisation is used to support product traceability.

Providing the correct labels at the right time for each specific batch will demand close collaboration and effective data integration between the converter and the brand. Code verification should be a fundamental part of any variable QR code printing process, enabling brands to adopt GS1 QR codes with little to no disruption to their existing production lines.

Verification through a vision system can help guarantee that all codes are readable across retail, supply chain, and consumer devices. This step is vital in detecting print errors that could otherwise result in packaging waste or, worse, product recalls that damage brand reputation and incur significant costs.

QR Code Product Authentication

Brands in sectors with strict product safety requirements or those impacted by counterfeiting—such as luxury goods and electronics—often turn to QR code product authentication to ensure traceability, boost consumer confidence, and safeguard brand reputation.

While serialised QR codes can help identify and trace counterfeit products, secure QR codes offer a higher level of protection at an increased cost. These enhanced codes may include specialised patterns or micro-graphics designed to prevent duplication, and require consistently high print quality for effective implementation.

Converters aiming to expand into these sectors must ensure that their printing equipment can consistently deliver the required level of precision and reliability. In some cases, suppliers of secure and traceable QR codes issue print process certifications to help guarantee the integrity of the codes being produced.

To add further value in traceability, converters may also consider offering services based on smart labels that use NFC or RFID technology. These technologies are increasingly used alongside serialised 2D codes to improve efficiency in supply chain and retail operations.

Conclusion: Preparing for the Future of Packaging

Converters using digital printing technology to meet the rising demand for 2D codes should consider the potential of value-added services to better support their customers and fully capitalise on emerging opportunities.

For those already offering packaging design as part of their service, incorporating a digital communications element is a natural progression that could deliver significant benefits—both in terms of revenue generation and the strengthening of brand-converter partnerships.

Regardless of whether a converter chooses to expand into services supporting the implementation of 2D codes, consistent, high-quality code printing remains essential. Clearly defined 2D codes, produced and verified using equipment backed by decades of expertise in variable data printing, will be key to ensuring the success of both brand and converter in this growing space.