Digital Product Passport 2026: How Brands Turn the DPP Scan Into Revenue

The Digital Product Passport (DPP) is coming. And for many manufacturers, it initially sounds like nothing more than a cost driver: labels, software, data maintenance – additional expenses required by regulation.

But seeing the DPP only as a compliance obligation means missing out on major potential.

TL;DR

• The DPP scan gives you a legitimate, high-intent touchpoint directly on the product—and can both reduce costs and increase revenue.
• Three practical playbooks show where the value comes from: Fix (help customers solve issues), Buy (recommend compatible parts and accessories), and Book (drive service appointments).
• Optimize based on value per scan and track repeat scans.
• Keep revenue-driving data separate from compliance data, but make both easily accessible.
• Start with a small pilot: 10 SKUs, one playbook, two QR placements, and measure results for 30 days.
• Update content regularly and visibly to encourage repeat scans
  

The Digital Product Passport: Cost Driver or New Revenue Stream?

Yes, the Digital Product Passport costs money. In practice, most expenses fall in the lower cent range per product. QR codes cost around €0.10 to €0.15; NFC tags around €0.25 to €0.30. Including platform and license costs, you typically end up around €0.40 per device at typical volumes.

But once you place a QR code on the product, you’ve already fulfilled three of the four key conditions for effective user activation:

• Right audience: reaching the person who actually uses the product
• Right place: putting it directly on the product
• Right time: producing the right information during use or when something goes wrong

The missing ingredient is: useful, action-oriented content.

And this is where it’s decided whether a scan delivers only compliance or real business impact.

Where Does Revenue Come From and How Do We Measure It?

Every scan can create value through three different mechanisms:

1. Fix:

The customer solves a problem without contacting support.
This lowers tickets, returns, and call center volume.
Measured by:

• Ticket deflection
• First-Time-Fix (FTF)
• Mean Time to Resolve (MTTR)

Even a modest deflection rate around 15% can have a large financial impact.

2. Buy:

After scanning, users see accessories or spare parts that are guaranteed to fit their exact model. This removes uncertainty and reduces returns.
Measured by:

• Scan-to-cart rate
• Contribution margin
• Accessory AOV

3. Book:

The scan leads directly to a service booking like maintenance, installation, upgrade and becomes more predictable

Measured by:

• Scan-to-book rate 
• No-show rate 
• Service AOV.

The Key Metric: Value per Scan

Formula:
(Accessory revenue + service revenue + avoided support costs) ÷ number of scans

Example

• 1,000 scans × 15% deflection × €12 per ticket = €1,800
  
• 1,000 scans × 3% scan-to-cart × €50 AOV × 40% margin = €600
  
• 1,000 scans × 1% scan-to-book × €120 × 50% margin = €600
  

→ €3,000 total value/month → €3 per scan

Best Ways to Utilize the Digital Product Passport (DPP)

Playbook A: Fix it fast

Many companies make it unnecessarily hard for users to get help. Hidden contact forms, overloaded hotlines, generic chatbots …

The DPP scan turns that around by offering immediate, product-specific help right where the problem occurs.

How it works

• The scan opens a page dedicated to that exact product.
• At the top: a clear button such as “Solve the issue”.
• A short, guided flow with images or 10-second videos leads users toward a solution.
• If the customer doesn’t contact support within 48 hours, it’s counted as successful deflection.
• If they do need help, support receives pre-filled details such as serial number or error codes.

Why it works

The scan combines high intent, context, and trust.
Users want a quick fix and are willing to follow short, targeted instructions.
According to Zendesk CX Trends 2024, 51% of users prefer self-service for urgent issues.

Key KPIs

• Ticket deflection
• First Time Fix (FTF) rate
• Mean Time to Repair (MTTR)
• Repeat scan rate
  

Pro tip:
If you can identify the issue clearly, show the relevant replacement part at the end to turn a Fix flow into a Buy opportunity.

Playbook B: Sell accessories & spare parts

Not every purchase has to go through Amazon. Context is a conversion driver and context is automatic in a DPP scan.

Instead of browsing a generic shop, users see 3–5 highly relevant suggestions: Required accessories, wear parts, safety upgrades, etc.

How it works

• Show a small, curated selection (3–5 items).
• Highlight compatibility clearly (“Guaranteed fit for [model]”).
• Provide a straightforward “Order now” button.
• Offer optional bundles (e.g., filter + seal + cleaning spray).

Why it works

Confidence in compatibility significantly boosts conversion rates and reduces returns.
It also keeps customers in your ecosystem rather than pushing them toward Amazon or third-party sellers.

Key KPIs

• Scan-to-cart rate
• Parts Average Order Value (AOV)
• Margin per scan
• Return rate

Playbook C: Sell service

Some products only deliver full value with proper installation, calibration, or regular maintenance.

The DPP scan lets you surface these needs at exactly the right moment—e.g., “Maintenance due in 12 days” or “Safety recall active.”

How it works

• The CTA leads to a booking page with real-time appointment slots.
• Clear pricing and service levels reduce hesitation.
• Automated reminders help prevent no-shows.
• After completion, service results can be logged in the DPP.

Why it works

It converts unpredictable, reactive service requests into predictable, recurring revenue.

Key KPIs

• Scan-to-book rate
• No-show rate
• Service AOV
• On-site First-Time-Fix rate

Pro tip:
Offer only three scheduling options:
“Later today”, “Tomorrow morning”, or “Choose a date.”
More choice slows people down.

Revenue Data vs. Compliance Data

Revenue-driving data includes:

• Compatibility
• Accessory recommendations
• Bundles
• Wear parts
• Warranty
• Recall status

This information changes frequently and is ideal for A/B tests and optimization.

Compliance-related data includes:

• Product and material information
• Serial/batch numbers
• Ownership history
• Repair and maintenance logs
• Sustainability details

This data must be consistent, traceable, and auditable.

Why separate them?

• Revenue data needs fast updates.
• Compliance data needs control and stability.
• Ownership lives in different teams:
  • Marketing/Product/Service → revenue
  • Regulatory/Quality/Legal → compliance

A good DPP experience uses revenue data to guide action, while compliance data stays accessible in the background.

QR Placement: Where Should the Code Live?

General guidance

• Packaging: Great for onboarding and pre-purchase info.
• Sticker: Flexible placement; useful when aesthetics matter.
• Point of sale: Helps with in-store comparison.
• On the device: Best for encouraging repeat scans.

Recommendation

Use at least two placements.
Packaging gets thrown away; POS displays disappear; the device remains.

Important Note

• Static content leads to one-time scans.
• Updated content leads to repeat scans.

Show updates clearly with timestamps (“Updated 3 days ago”) to build a scanning habit.

How to Organize Internally

A scan project touches nearly all central functions. Assigning clear roles like the ones outlined below helps to avoid bottlenecks:

• PIM/Data quality: Product management
• UX/Conversion: Marketing & Customer Success
• Service processes: Support
• IT/Security: Access, signatures, monitoring
  

Pro-tip:
Form a cross-functional DPP task force with shared KPIs such as scan rate, deflection, and scan-to-cart rate. 

Common Pitfalls—and How to Avoid Them

“Everything for everyone”

A single flow for customers, technicians, and retailers serves no one. Choose one persona and one primary goal per scan.

Long texts

PDFs on mobile kill conversions. Use snackable steps, max three actions per step, plus GIFs/short videos (10–15 s).

No attribution

Track with UTMs and event logs: page views, help start/completion, cart, booking confirmation.

The Next 5 Steps Starting Today

1. Set up DPP MVP fields in your PIM

Include mandatory fields plus revenue fields like compatibility, accessories, wear parts, warranty, recall status, error codes, media links, CTA text.

2. Choose SKUs for the pilot

Prioritize high-ticket or high-accessory products.

3. Create a landing template

Different versions for customer, technician, retailer—each with exactly one main action (Fix, Buy, or Book).

4. Test QR codes in 3 locations

Packaging, device, POS—measure for several weeks.

5. Build a dashboard with 6 KPIs

Scan rate, FTF, deflection, scan-to-cart, scan-to-book, value per scan.
Add a public goal (e.g., “value/scan ≥ €3.00 within 30 days”).

Conclusion

The DPP may be mandatory, but it’s also one of the most powerful product touchpoints available.

Use it to reduce support costs, sell the right parts at the right time, and turn service into predictable revenue.

The magic word is context.
If the scan delivers the exact help a customer needs in that moment, you earn trust and conversion.

Start small, measure value per scan, and scale what works.

PIM provides the data, PX provides the context, and the DPP opens the door.
What you do next is execution.

Note on QR/GS1 Digital Link & Exit Option

Products can use standard GS1 Digital Link (QR/NFC). You can change the target of the link at any time – homepage, promotions, manuals—without recalling or relabeling products. Only requirement: mandatory DPP information must remain accessible.

This article does not replace legal advice. Only the current delegating acts and sector-specific regulations apply.