2025 Woolworths 2D Journey: Andrew Steele (GS1) & Roberto Olivares (WW)
Andrew Steele, Director of Retail at GS1 Australia, is driving innovation in the retail sector through the adoption of 2D barcoding technology. With deep expertise in global standards and supply chain solutions, he is enhancing operational efficiency, inventory accuracy, and consumer engagement. Andrew’s leadership is helping retailers embrace digital transformation and sustainability, positioning him as a key influencer in the future of retail.
Roberto Olivares is a Senior Project Manager at Woolworths Group, currently leading the rollout of 2D barcodes across Australia and New Zealand. With 18 years at Woolworths and a background in engineering, he brings deep experience in supply chain and operations. Roberto focuses on simplifying processes through digital innovation, driving traceability, sustainability, and industry collaboration.
As part of Woolworths’ digital transformation journey, this presentation outlines the growing role of 2D barcodes in enhancing retail operations and consumer experiences. From out-of-code management and traceability to targeted recalls and customer engagement, 2D barcodes enable greater data capacity and smarter product identification. With global retail systems transitioning to 2D scanning by 2027, this session highlights the opportunities and implementation steps for suppliers to align with next-generation barcode standards and strengthen end-to-end supply chain visibility.