EAN CODE
Definition
The EAN code (European Article Number, now known as GTIN in the international GS1 nomenclature) is the unique numerical identifier assigned to every product on the market
The most common format is EAN-13 (13 digits), which appears as a barcode
It unambiguously identifies a product throughout the entire value chain: manufacturing, logistics, distribution, checkout, and e-commerce.
When it comes to pricing, the EAN code is the key that links internal data (inventory, sales) to external data (competitor reports, market panels).
Product matching, with or without an EAN code
Yogurt aisle — 4,200 products compared across 4 retailers
Items are automatically matched using the EAN code in just a few minutes.
Manual matching by name, format, and packaging — without an EAN
Automatic and reliable matching via the EAN code
Why It's Important to Know
- Enable reliable identification: a unique identifier across all IT systems, which is essential for product matching and competitive intelligence.
- Ensuring traceability: tracking a product from the supplier to the end customer, as required by certain regulations.
- Serve as a hub for analysis: multiple sources, including internal sales data, competitive intelligence, panel data, and customer feedback.
Example
A hypermarket chain wants to compare the prices in its yogurt section with those of three competitors
Without unique EAN codes, each SKU must be manually matched by name, size, and packaging, with a success rate of
Reliable competitive monitoring and product matching prevents comparing non-equivalent products and anchors repricing on verified product page, EAN, and attribute alignments.
With EAN codes, matching is instantaneous: the EAN 3033710065530 identifies a 4×125g plain yogurt from a specific brand, regardless of which retailer sells it
Matching 4,200 SKUs across four retailers takes just a few minutes instead of several days.
How to Use It
Using EAN codes for pricing requires two prerequisites:
1. a clean and up-to-date product database (each SKU must have its EAN entered, validated, and consistent over time) and
2. A matching system capable of handling special cases (changes to the EAN following product modifications, and items without an EAN, such as open-pack or bulk products).
Matching tools primarily use the EAN as the first matching key, then fall back on descriptive attributes if the EAN is not available.
Pitfalls to avoid
- Reusing an old EAN: for a slightly modified product: historical traceability is lost, and comparative analyses become inaccurate.
- Entering EANs manually: typos prevent any automatic matching.
- Ignore EANs on private-label products: An EAN specific to your private label cannot be directly compared to a competitor's EAN.
FAQ
The EAN (European Article Number) code is a unique identifier assigned to a product
Typically consisting of 13 digits (EAN-13), it enables a product to be identified in a standardized manner in point-of-sale systems, ERP systems, e-commerce platforms, and product data management tools.
The EAN code is the most reliable reference for comparing identical products across different retailers
It facilitates product mapping, improves the quality of competitive matching, and ensures that price analyses focus on strictly equivalent products.
No
Some retailers do not publish EAN codes, while private-label brands or certain exclusive products have specific product codes
Pricing solutions then supplement the EAN code by analyzing product characteristics, descriptions, images, and artificial intelligence to identify equivalent products.
The EAN code is an internationally recognized standardized identifier used by all participants in the distribution chain
The SKU (Stock Keeping Unit) is an internal reference unique to each company, used to manage inventory and logistics operations.
Pricing solutions use the EAN code as a starting point to compare competing products, track price changes, feed data into automatic pricing algorithms, and ensure the reliability of competitive analyses
When available, it enables a particularly high level of accuracy in price comparisons.
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