Digital Product Passport in Retail: Only What Matters Makes the Shelf
- Lioba Galliet
- 2 days ago
- 3 min read
Why “DPP-ready” is becoming a key retail criterion – and what needs to happen now
2027 is getting closer. And with it, a new rule for shelf visibility:
If you're not “DPP-ready,” you risk being delisted.
The Digital Product Passport (DPP) is becoming a quiet filter for relevance – and a new touchpoint for consumers.
From Compliance to Differentiation: The Digital Product Passport in Retail
The Digital Product Passport is more than just another EU regulation. It marks a shift in how visibility is earned.
Starting in 2027, the DPP will become mandatory for many non-food products – beginning with batteries, followed by textiles, furniture, electronics, and more.
Digital Product Passport in Retail: By then it will be clear that the DPP won’t just be a legal checkbox. It will be a key driver of shelf access and competitive advantage.
Two Strategies, One Message: How Retail Is Already Using the DPP
In his recent article for stores & shops, Hendrik shows that there’s no one-size-fits-all approach – but there are smart, practical ways for retailers and suppliers to bring the DPP to life today.
Two examples. Two strategies. One message: Act now, before compliance becomes enforcement.
A fashion brand integrates the DPP using NFC chips and QR codes embedded in the product. The passport link is stored in the master data, ensuring full compliance before the product ships. Later, interaction data becomes a strategic asset during annual negotiations.
A discount textile retailer requires suppliers to provide structured data. A central DPP platform automates the process, while standardized QR codes ensure regulatory alignment. At the same time, the DPP becomes a customer touchpoint in the online shop, integrated with the brand’s loyalty app.
Different routes. Same goal: Build transparency and turn the DPP into a lever for positioning and customer engagement.
DPP in Retail: What Matters Now
For retailers, this means one thing:“DPP-ready” is quickly becoming a new standard in procurement and quality management.
For private labels, that raises some key questions:
What product data already exists in digital form?
What’s missing?
Where could a small pilot be launched – e.g. in selected product lines?
For national brands, the message is clear:
Early coordination with retail partners pays off.
Brands that provide structured DPP data secure more than compliance – they earn continued shelf presence.
If you're not DPP-ready today, you risk losing shelf space tomorrow – and relevance the day after.
Hendrik Bauer, COO Narravero
The DPP as a New Consumer Touchpoint
Beyond regulation, the DPP offers something more: a direct way to connect with consumers right at the product.
Via QR code or NFC chip, the DPP becomes an additional on-product touchpoint – and one that can do far more than display legal data:
Care instructions
Sourcing and supply chain transparency
Repair guides
Tips for more sustainable use
Bonus programs and loyalty apps
Targeted cross- and upselling
For retailers, the DPP becomes a smart communication tool. For manufacturers, it’s a powerful talking point in retail negotiations: Interaction data shows what truly resonates with customers.
Conclusion: Don’t retrofit later – lead now
The Digital Product Passport is more than a compliance tool.It’s a strategic driver of differentiation, data clarity, and customer proximity.
Because from 2027 onward, the rule will be simple:Only what’s DPP-ready stays on the shelf.
And those aiming for more than just compliance will turn the DPP into a real competitive edge – with the data quality, digital maturity, and forward momentum the market demands.
Curios? Read the whole article (in German).
