I am the creator of https://www.closient.com/ - a GS1 Digital Link Resolver (still building it, be gentle).

I have been deep into this space for a fair bit of time now. The real power is in Recalls and Return Fraud. There a ton of other nice things that this will empower of course. AMA - I will do my best to answer.

For some other stuff to read about how they can help have a poke at https://blog.closient.com/

Not advertising - just trying to get the word out on 2D codes and RFID and what they provide consumers.

For those saying "Why not something else?" - it comes down to adoption - QR was just the more popular winner. While the register/till is where most of the scanning is happening the QR is just a normal URL and consumer can scan them.