The way additional data is encoded is through the use of Application Identifiers (AIs)

Application Identifiers (AI) define how multiple pieces of data are structured, enabling several data elements to be encoded in one QR code so the information can be interpreted and processed correctly and consistently. GS1 Digital Link URI syntax builds on this by enabling the GTIN and additional data to be encoded in a web-friendly format within the QR code.

Here are some common Application Identifiers that may be used with retail applications:

Examples

Here you can see use cases with possible supporting data.
Use cases Supporting data  
Traceability – product authentication, ingredient sourcing info, supply chain visibility, consumer trust . GS1 Digital Link URI  + GTIN + batch/lot number, serial number, country of origin .
Sustainability – recycling info, enables circular economy. waste prevention, farm-to-fork . GS1 Digital Link URI + GTIN + expiration or best before date.
Supply Chain Efficiency – maintain FIFO, inventory accuracy, availability and location insight, avoid waste, ensure freshness. GS1 Digital Link URI + GTIN + batch/lot number, serial number.
Safety – brand integrity, prevent sale of expired or recalled product, fight counterfeiting . GS1 Digital Link URI + GTIN + batch/lot number, expiration or best before date, serial number .
Consumer engagement – access to brand authorised info, promotions, recipes, opportunities to engage with the brand. GS1 Digital Link URI + GTIN.
Improved Packaging – marketing goals on pack, regulatory compliance and enhanced consumer experience . GS1 Digital Link URI + GTIN.
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Not all GS1 Application Identifiers will be enabled across all retailers. Which AIs are available and able to be used can vary based on where the QR code is being scanned. In addition, just because data can be encoded doesn't necessarily mean it should be. Consider who will use the data and for what purpose. Would it be better to hold it within a database or website rather than in the QR code itself? As more data is added to a QR code, it becomes more complex and increases in size to maintain reliable scanning, so it's important to carefully assess which data truly needs to be encoded.

AI  Data Content  Format*  Data Title 
01  Global Trade Item Number (GTIN)  N2+N14  GTIN 
10  Batch or Lot Number  N2+X..20  BATCH/LOT 
11 (**)  Production Date (YYMMDD)  N2+N6  PROD DATE 
13 (**)  Packaging Date (YYMMDD)  N2+N6  PACK DATE 
15 (**)  Best Before Date (YYMMDD)  N2+N6  BEST BEFORE or SELL BY 
17 (**)  Expiration Date (YYMMDD)  N2+N6  USE BY OR EXPIRY 
21  Serial Number  N2+X..20  SERIAL 
22  Consumer product variant  N2+X..20  CPV 
240  Additional product identification assigned by the manufacturer  N3+X..30  ADDITIONAL ID 
241  Customer part number  N3+X..30  CUST. PART No. 
243  Packaging component number  N3+X..20  PCN 
30  Count of Items (Variable Measure Trade Item)  N2+N..8  VAR. COUNT 
310n (***) Net weight, kilograms (Variable Measure Trade Item)  N4+N6  NET WEIGHT (kg) 
320n (***) Net weight, pounds (Variable Measure Trade Item)  N4+N6  NET WEIGHT (lb) 
392n (***) Applicable Amount Payable, single monetary area (Variable Measure Trade Item)  N4+N..15  PRICE 
393n (***) Applicable Amount Payable with ISO Currency Code (Variable Measure Trade Item)  N4+N3+N..15  PRICE 
395n (***) Amount payable per unit of measure single monetary area (variable measure trade item)  N4+N6  PRICE/UoM 
422  Country of Origin  N3+N3  ORIGIN 
7003  Expiration date and time  N4+N10  EXPIRY TIME 
8008  Date and Time of Production  N4+N8+N..4  PROD TIME 

Here is an example QR code powered by GS1 which encodes three pieces of data about a product, besides URL and GTIN. 
 

  • Global Trade Item Number – 09506000134352
  • Consumer product variant – 73
  • Batch or Lot Number – ABC
  • Production date – 18 July 2023
QR Code example

 

If you scan the QR code with your smartphone, you can view the full Digital Link URI, which in this example is: https://example.com/01/09506000134352/22/73/10/ABC?11=230718