3 Takeaways from Syndigo’s Q3 Innovation Session 

Explore updates to product-content verification, attribute mapping and transformation, and GS1-compliant 2D barcode experiences. 

High-quality product content helps products appear in search, supports shopper confidence, and gives shoppers consistent information across retailer sites. 

During Syndigo’s Q3 Innovation Session, Jeff Creek, Senior Vice President of Content Operations; Shay Mulligan, Senior Director of Product; and Scott Lundquist of Product Marketing shared updates across three areas: 

• Product-content capture and verification 
• Attribute value mapping and transformation
• Link Manager and GS1-compliant 2D barcodes 

Here are three takeaways from the session. 

1. Consistent Product Content Supports Shopper Confidence 

When product images and data conflict, shoppers can lose confidence in what they are buying. 

As Jeff explained during the session: 

“The biggest risk is poor product content, and really the reason for that is loss of shopper trust.” 

Jeff described Syndigo’s verification process, which includes retail product photography, package-data capture, CGI, and food-service content. Syndigo captures product images using GS1 specifications and extracts and verifies information directly from product packaging. 

That information is converted into structured data that can flow to retailer and marketplace endpoints. Jeff noted that Syndigo completes approximately 3,000 to 4,000 products each week across its image and data services. 

Jeff also discussed ways to extend verified product content through enhanced product imagery, lifestyle images, 360-degree spins, and 3D assets. These formats can communicate benefits, show packaging size, improve transparency, and enhance the online shopping experience. 

2. Visual Mapping Helps Address Changing Retailer Requirements 

Retailers can update their data models, category structures, and attribute requirements multiple times a day. Shay explained that managing those changes through manual mapping and legacy tools can be time-consuming and difficult to scale. 

He previewed Syndigo’s Attribute Value Mapping and Transformation tool, or AVMT. Its visual workspace provides an aggregated view of source attributes and recipient requirements, while also allowing users to focus on the requirements of an individual retailer. 

The workspace shows mapped and unmapped attributes and supports universal and retailer-specific mappings. Users can also apply fallback values and transformations, including conditional statements, case changes, and value replacements. 

According to Shay, the goal is to automate as much of the syndication process as possible and get product data to retailers as quickly as possible. 

3. One 2D Barcode Can Connect to Different Digital Experiences 

Scott explained that the 2027 2D barcode sunrise will enable retailers to read GS1-compliant 2D barcodes at point of sale. 

He also clarified two important points: 

• GS1-compliant 2D barcodes will not be required in 2027. 
• No official sunset date has been announced for traditional 1D UPC barcodes. 

During the Link Manager demonstration, Scott showed how the same QR code could direct shoppers to different content without changing the physical packaging. 

The initial experience included product imagery, nutritional information, rich content, videos, FAQs, and ratings and reviews. Scott then updated the destination behind the QR code and demonstrated how the same code could redirect to different content. 

He also discussed possible uses for these experiences, including recall information, marketing campaigns, seasonal promotions, and region- or language-specific destinations. 

Scott said existing QR-code files can be uploaded or connected through an API to Link Manager and become GS1 certified, without requiring brands to update all their packaging.