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Obtaining UPC Barcodes for Retail Success
By Matthew Yubas

     A thin laser light sweeps back and forth like a searchlight between black lines and white spaces. The light reflecting back onto a sensor is quick and precise. Sensors detect and covert the on/off activity of light into a flow of digital signals. The cash register interprets the signals and displays a product and price such as "Cheerios $3.05."

     The theories for modern barcodes began in the 1940s. But it was not until the late 1960s that barcodes hit the scene in the retail world. The Kroger grocery company was the first to implement a simple barcode in a retail setting. Visualizing the mass appeal of saving labor costs and increasing efficiency, product developers worked on new barcode configurations. But it was the IBM Universal Product Code (UPC) that was adopted in 1973 as the standard. The UPC is now a commonplace method of tracking millions of products everyday.

The Uniform Code Council

     The UPC consists of twelve characters representing the product manufacturer, product, and a check digit. The Uniform Code Council, Inc., a non-profit standards organization, manages UPC. In 2005, they changed their name to "GS1 US" but have the same mission.

     To obtain a UPC bar code, you have to become a member of the Uniform Code Council. To become a member you need to fill out an application online. There are many questions you’ll need to answer, such as product type and annual revenue, before they’ll provide a UPC. Expect to pay an initial fee of $750 and up for a block of 100 UPCs, and then a $150 per year renewal fee. After you sign up, you’re assigned an identification number licensed for your company's use. You’ll use this number to create your own UPC.

     If your product is a book, you do not need a UPC, but you’ll need to acquire an International Standard Book Number (ISBN) from RR Bowker. ISBNs are issued as a minimum of ten numbers in a block. The fee is currently $225.

Barcode Artwork

     Once you’re assigned a UPC number, add a barcode to the packaging artwork. Some graphic design software applications can create barcodes. If not, you can visit a barcode-generating website. For a small fee ($10 to $30) you enter the code on the website and a barcode graphic file is displayed or emailed to you. Send the barcode graphic file to the graphic designer.

     Many websites are available to generate barcodes. Use a search engine to find them. I’ve successfully creates barcodes from Bar Code Graphics, Inc..

     I suggest testing the barcode before you finalize the packaging. Take a printout of the barcode to a retail store. Ask if they can do a quick scan for you. If it works, the computer screen connected to the scanner will show the barcode’s numbers. If it’s not readable, the print quality of the barcode may not be suitable or the code is incorrect.

Conclusion

     If you sell your product from your website, a barcode is not needed. But, plan ahead with your packaging. Once you decide to sell your product through a retailer, you’ll need to request a UPC from the Uniform Code Council. Then, the cash registers will be lighting-up your product.

About the Author

     Matthew Yubas is a Certified Professional Marketing Consultant for the Small Business Development and International Trade Center. He has developed products for 20 years as an engineer, product manager, and independent consultant for startups, small business, and Fortune 500 companies. He has launched new products such as software applications, wireless devices, and websites. In addition, he has helped clients in a diverse number of industries that include photography equipment, auto accessories, soy candles, children's clothing, sporting goods, digital art, and home décor. He has earned a B.S. in Engineering and an M.B.A. in Management.