Woolworths Australia Case Study


  • Type of product: Fresh meat & Poultry
  • Data carrier: GS1 DataMatrix
  • Data encoded:
    • GTIN Price (Variable Measure)
    • Weight (Variable Measure)
    • Best-Before / Use-by Batch / Lot Number
    • Phased roll-out: Short-term trial with 2 meat suppliers (10 SKUs total; variable & fixed weight) starting August 2019 across 6 supermarkets for 5 weeks Medium-term expansion to all store fleet (1,000 stores) and expand to protein suppliers (optional participation)


Woolworths in Australia is leading the way in the implementation of 2D barcodes in food retail. introduced 2D barcodes at point-of-sale in 2020. After a successful trial in August 2019, they began their transition to using the GS1 DataMatrix on their perishable products, beginning with fresh meat and poultry. From the retailer’s perspective, there are many benefits in moving to a 2D barcode like the GS1 DataMatrix. The large amount of data the code can hold including pack date, product batch, expiry date and price will greatly improve not only traceability but also inventory management, recall management and waste prevention. Improved traceability and recall management are highly beneficial to the brand owners and manufacturers, as it assists in protecting their brands and products perception in critical situations such as product recalls. To add to this the ability to interact dynamically with the consumer and gain new insights about their buying habits and triggers is proving very appealing to marketers.

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