{"id":20566,"date":"2026-07-09T08:26:02","date_gmt":"2026-07-09T08:26:02","guid":{"rendered":"https:\/\/www.promarca.ch\/?p=20566"},"modified":"2026-07-09T08:26:11","modified_gmt":"2026-07-09T08:26:11","slug":"code-barres","status":"publish","type":"post","link":"https:\/\/www.promarca.ch\/fr\/code-barres\/","title":{"rendered":"L\u2019avenir du code-barres : les points cl\u00e9s de notre webinaire exclusif avec GS1 Switzerland"},"content":{"rendered":"<p>Le code-barres classique est \u00e0 un tournant technologique. S\u2019il s\u00e9curise les processus commerciaux depuis des d\u00e9cennies, les exigences \u00e9voluent consid\u00e9rablement aujourd\u2019hui : les consommateurs exigent de la transparence et les d\u00e9cideurs politiques imposent la tra\u00e7abilit\u00e9. Afin d\u2019offrir \u00e0 nos membres Promarca un aper\u00e7u exclusif de la prochaine g\u00e9n\u00e9ration d&rsquo;\u00e9tiquetage des produits, nous avons organis\u00e9 un webinaire pratique en collaboration avec les experts de GS1 Switzerland.<\/p>\n<p>Pour les fabricants de marques, cette \u00e9volution ouvre des perspectives in\u00e9dites. \u00c0 l&rsquo;avenir, un code unique sur l&#8217;emballage ne se contentera plus d&rsquo;\u00eatre scann\u00e9 en caisse : il permettra aussi aux consommatrices et consommateurs d\u2019acc\u00e9der, via leur smartphone, \u00e0 des informations compl\u00e9mentaires directes (caract\u00e9ristiques d\u00e9taill\u00e9es des produits, actualit\u00e9s saisonni\u00e8res, promotionnelles ou \u00e9v\u00e9nementielles, justificatifs d&rsquo;origine ou encore guides de recyclage).<\/p>\n<p>Jonas Batt, Head of Industry Engagement Consumer Goods\/Retail chez GS1 Switzerland, r\u00e9sume les faits essentiels \u00e0 retenir sur les codes 2D abord\u00e9s en d\u00e9tail lors de notre webinaire :<\/p>\n<ul>\n<li><strong>La coordination au sein de l\u2019\u00e9cosyst\u00e8me est la cl\u00e9 :<\/strong> Une synchronisation pr\u00e9coce avec les distributeurs, les partenaires commerciaux, les prestataires logistiques et les agences de marketing est indispensable pour optimiser le calendrier de transition.<\/li>\n<li><strong>Miser sur la collaboration interdisciplinaire :<\/strong> L&rsquo;implication des diff\u00e9rents d\u00e9partements internes garantit qu&rsquo;au-del\u00e0 de la simple vente, les USP (arguments cl\u00e9s de vente) et les valeurs fondamentales de la marque apportent une r\u00e9elle valeur ajout\u00e9e \u00e0 l&rsquo;engagement des consommateurs.<\/li>\n<li><strong>Agir plut\u00f4t qu\u2019attendre :<\/strong> Anticiper porte ses fruits. En se lan\u00e7ant d\u00e8s maintenant, il est possible de planifier les investissements \u00e0 long terme, de mandater les prestataires \u00e0 temps et d&rsquo;int\u00e9grer de mani\u00e8re optimale le marketing dans le d\u00e9ploiement.<\/li>\n<\/ul>\n<p>Du c\u00f4t\u00e9 de Nestl\u00e9 Suisse S.A., Goepf Lanz (Head of Operations) a partag\u00e9 son retour d&rsquo;exp\u00e9rience. Le d\u00e9ploiement des codes 2D y est d\u00e9j\u00e0 une r\u00e9alit\u00e9 pour plusieurs marques locales (telles que Cailler, Nestea, Thomy, Henniez, Incarom, Leisi) ainsi qu&rsquo;\u00e0 l&rsquo;\u00e9chelle internationale. Son constat est clair : <em>\u00ab Les standards GS1 sont pr\u00eats \u00e0 l&#8217;emploi. \u00bb<\/em><\/p>\n<p>La transition vers les nouveaux codes GS1 ne se r\u00e9sume pas \u00e0 un simple projet informatique : c&rsquo;est un v\u00e9ritable levier pour renforcer la fid\u00e9lisation des clients. Faire le premier pas aujourd&rsquo;hui, c&rsquo;est s&rsquo;assurer d&rsquo;\u00eatre pr\u00eat pour l&rsquo;avenir et se garantir une longueur d&rsquo;avance en rayon.<\/p>\n<p>Le contexte dans lequel \u00e9voluent les fabricants de marques change continuellement. Qu&rsquo;il s&rsquo;agisse de nouvelles technologies ou d&rsquo;exigences r\u00e9glementaires, le besoin d&rsquo;information reste crucial. Promarca accompagne ses membres pour leur permettre de toujours garder un temps d&rsquo;avance.<\/p>\n<p>Pour obtenir des informations compl\u00e9mentaires ou pour lancer des projets pilotes, vous pouvez contacter directement <a href=\"https:\/\/www.gs1.ch\/fr\/produits-services\/codes-2d\">GS1 Switzerland 2D-Codes.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le code-barres classique est \u00e0 un tournant technologique. S\u2019il s\u00e9curise les processus commerciaux depuis des d\u00e9cennies, les exigences \u00e9voluent consid\u00e9rablement aujourd\u2019hui : les consommateurs exigent de la transparence et les d\u00e9cideurs politiques imposent la tra\u00e7abilit\u00e9. Afin d\u2019offrir \u00e0 nos membres Promarca un aper\u00e7u exclusif de la prochaine g\u00e9n\u00e9ration d&rsquo;\u00e9tiquetage des produits, nous avons organis\u00e9 un [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":20568,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[467],"tags":[],"class_list":["post-20566","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L\u2019avenir du code-barres : les points cl\u00e9s de notre webinaire exclusif avec GS1 Switzerland - Promarca<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.promarca.ch\/fr\/code-barres\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019avenir du code-barres : les points cl\u00e9s de notre webinaire exclusif avec GS1 Switzerland - Promarca\" \/>\n<meta property=\"og:description\" content=\"Le code-barres classique est \u00e0 un tournant technologique. 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