EAN Code: The Product Identifier at the Heart of Pricing
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Are your competitors' product codes linked via EAN?
Schedule a meetingDiscover our product matching solutionThe EAN code (European Article Number, known as GTIN in GS1 terminology) isa product’sunique numerical identifier, typically a 13-digit number found beneath the barcode. In pricing, it serves as the key that links your internal data (inventory, sales) to external data (competitor reports, market panels).
The Essentials in 6 Questions
A standard, unique identifier, typically 13 digits long (EAN-13).
Manufacturers, distributors, pricing teams, and product data teams.
As soon as a product code is created, and each time the product is modified.
Cash register, public access facilities, logistics, e-commerce, price lists.
Unambiguously match identical products across retail chains.
Primary matching key, supplemented by attributes when the EAN is missing.
Why the EAN Code Is the Key to Competitive Pricing
Because it uniquely identifies a reference across all systems—both yours and your competitors'.
- Reliable identification: essential for product matching and competitive intelligence.
- Traceability: From the supplier to the end customer—a requirement under certain regulations.
- The cornerstone of multi-source analysis: internal sales data, competitor reports, market panels, and customer feedback.
Real-world example: 4,200 yogurts processed in just a few minutes
Using the EAN, a retailer can synchronize 4,200 SKUs across four stores in just a few minutes instead of several days.
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 EAN
Automatic and reliable matching via the EAN code
Without an EAN, each SKU must be matched manually by name, format, and packaging. With an EAN, the match is immediate: the EAN 3033710065530 identifies a 4×125 g plain yogurt from a specific brand, regardless of which retailer sells it. Competitive monitoring based on product matching relies on this correspondence.
How to Use the EAN Code in Pricing?
Two prerequisites: a clean product database and a matching system capable of handling cases without EAN codes.
- A clean and up-to-date product database: Each product has an EAN that is entered, validated, and remains consistent over time.
- A matching process that handles special cases: changes to the EAN following product modifications, and products without an EAN (bulk items, open-pack products).
The tools use the EAN as the primary matching key and then switch to descriptive attributes. This is the logic behind our product-matching solution, which powers our competitor price reports.
3 Mistakes to Avoid with EAN Codes
A reused, incorrectly entered, or misinterpreted EAN prevents any reliable comparison.
- Reusing an old EAN for a modified product: historical traceability is lost.
- Entering EANs manually: Typing errors prevent automatic matching.
- Don't forget about private-label products: the EAN for your private-label product cannot be directly compared to a competitor's EAN.
Frequently Asked Questions
Short answers to the most frequently asked questions about the EAN code.
What is an EAN code?
The EAN code (European Article Number, now known as GTIN in the GS1 nomenclature) is a unique identifier assigned to a product. Typically consisting of 13 digits, it identifies a product in a standardized way at retail locations, in ERP systems, on e-commerce sites, and in product data tools.
Why is the EAN code important for pricing?
It is the most reliable tool for comparing identical products across retailers. It facilitates product chaining, improves competitive matching, and ensures that analyses focus on strictly equivalent products.
Is the EAN code always sufficient for comparing two products?
No. Some retailers don't publish EANs, and private label or exclusive products have their own unique references. Pricing solutions then supplement the EAN with features, descriptions, images, and AI.
What is the difference between an EAN code and a SKU code?
The EAN is a standard identifier used throughout the entire supply chain. The SKU (Stock Keeping Unit) is an internal reference specific to each company, used for inventory management.
How do pricing software programs use the EAN code?
They use it as a starting point to compare competing products, track price changes, feed data into the automatic chaining process, and ensure the reliability of competitive analyses.
Key Takeaways
- The EAN isa product'sunique identifier, used throughout the supply chain.
- This is the first matching key, supplemented by attributes when necessary.
- A clean product database is essential for the reliability of any price comparison.
Would you like to compare your prices item by item, without any mismatches?
Booper uses EAN codes to ensure the accuracy of your product matching.
Let's talk about your product match →Discover our product matching solutionYou might also be interested in these articles
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