H
ave you ever jumped into the
express lane at the store only
to be stopped in your tracks
by a product that won’t scan?
First the clerk runs the prod-
uct past the scanner a few
times, turning it slightly for each pass. Then,
if it’s a product in flexible packaging, there
follows a “smoothing” routine – pulling and
twisting the packaging material until the bar
code is completely flat. Finally, if that does-
n’t produce an accurate scan, a now-exas-
perated clerk holds up the package, squints
and begins to manually enter the code into
the terminal.
This wanton waste of your time is only the
tip of the iceberg when a bar code isn’t print-
ed correctly. Consider that every checker in
every store in the chain may encounter similar
problems with that product. Very soon you
can see why the retailer will complain to the
manufacturer who supplied the product in the
first place. Back charges will be levied. Then
the “multiple” effect kicks in. Multiply the
damage by the number of retailers across the
country or around the world who are cus-
tomers of the manufacturer, and you can see a
potentially catastrophic situation looming for
the entire product line. And that can translate
into a dire situation for the designer or printer
who created the error in the first place.
There is an important supply chain lesson
here. Simply put, in today’s globally integrat-
ed marketing environment, scannability
equals salability. Those little black bars and
spaces, when printed accurately as a bar
code symbol, not only prevent serious prob-
lems for trading partners, but they become
the key to unlocking a wealth of time – and
cost-saving benefits that drive the efficien-
cy of the entire supply chain.
Bar codes convey unique product identifi-
cation for manufacturers and their products
virtually everywhere in the world. They pro-
vide rapid, error-free data entry at the retail
point-of-sale. They accelerate shipping and
receiving, improve warehouse efficiency, aid
logistics and transportation, and otherwise
drive unnecessary costs out of the supply
chain for industries as diverse as healthcare,
automotive, foodservice and electronics.
Their numbering structures even provide
companies with the ability to closely track
assets, monitor work-in-progress, and con-
trol the flow of internal and external routing
systems and other identification applica-
tions.
In other words, bar codes mean business
for you and your clients. With a little supply
chain understanding, some fundamental
knowledge of the most common symbolo-
gies used, and a close attention to estab-
lished production guidelines, flexographic
printing of bar codes can generate its own
rewards in supply chain efficiencies across
industry channels.
BAR CODES 55
Understanding
Bar Codes, the Lifeblood
of the Supply Chain