GS1 UK's Roshni Shah talks overcoming imposter syndrome and working on Tesco QR codes pilot

Roshni Shah, Engagement Manager - Next Generation of Barcodes, has taken to social media to discuss her first year at GS1 UK and her role in a major Tesco pilot.

In a LinkedIn post, she said: "Eight months ago, I embarked on a new adventure by joining the QR programme at GS1 UK - big thank you to Camilla Young (Programme Lead - Next Generation of Barcodes) for taking a chance on me! I have to say working for a standards organisation wasn’t ever part of my career plan but sometimes life likes to throw you a curve ball."

At first, she observed, she was hit with a wave of imposter syndrome. "What did I know about standards?  How could a girl who worked in beauty for most of her career fit into a tech environment? And how on earth was I going to wrap my brain around all this new information?"

"But instead of shying away, I decided to embrace the challenge. I dove headfirst into the world of new technology, systems, and processes that were completely foreign to me. And guess what? It turned out to be one of the most exciting adventures I’ve been on as part of my career so far!"

Last week, we reported that, as part of an expanded pilot, Tesco was trialling QR codes powered by GS1 in a small number of stores.

This replaces traditional barcodes on 12 own brand meat and produce lines in a small number of locations across southern England. Developed in collaboration with GS1 UK and ten supplier partners, the initiative is primarily focused on capturing use by dates and batch numbers.

This is pitched as the first trial of its kind and scale by a UK supermarket. The focus here is on core operational data and laying the foundation for future use cases, such as linking to allergen information, sourcing and sustainability credentials, and recycling guidance.

“While it’s still early days, we’re already seeing the benefits of connecting our products to dynamic digital information that will help customers to know more about the products on our shelves,” said Isabela De Pedro, Supply Chain Development & Change Director at Tesco.

”As well as improving the customer experience and unlocking new supply chain value, we are testing how QR codes can help Tesco with issues including traceability, compliance, sustainability and shelf-edge communication.” 

Shah commented: "One of the most exciting milestones on my journey so far has been working on the Tesco pilot and last week I got the opportunity to go scan these next-generation barcodes in-store, a completely surreal moment. Throughout the project there have been three key principles that have guided me."

"And do you know what’s funny, these weren’t new skills, they were the same set of skills that I’ve been using throughout my career, which really reminded me how important transferrable skills are: Collaboration – Change doesn’t happen in isolation. Working as a team and leveraging each other’s strengths has been crucial; Curiosity - Always exploring new ideas and opportunities with a glass-half-full mindset keeps the journey exciting; Resilience - There will always be hurdles, but overcoming them and learning from each experience is the key to success."

She concluded: "I have to say, this has been a real career highlight for me. Its been a fantastic project to work on and I'm looking forward to seeing what's in-store next."

2025 RTIH INNOVATION AWARDS

QR codes will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.