Digital Product Passport (DPP): A Strategic Opportunity for Swiss Companies
The Digital Product Passport is coming. Those who view it merely as a regulatory burden are missing out on enormous potential. For companies that act early, the DPP opens up three strategic dimensions: greater competitiveness, new business models, and a stronger brand.
By Stephan Läderach,
Senior Business Consultant and Key Account Manager
Most discussions surrounding the Digital Product Passport (DPP) revolve around deadlines, regulations, and compliance efforts. This is understandable, as the requirements are very real. Swiss companies that export products to the EU will have to take action sooner or later. But those who view the DPP solely as a burden overlook what lies behind the regulatory curtain: one of the greatest strategic opportunities of recent years.
Boosting Competitiveness – Through Speed and Data Quality
One of the underrated arguments for early DPP launch is simply the time advantage. Companies that launch the product passport before their competitors send a clear signal: here is a company that does not shy away from transparency. Especially in markets where trust is a scarce commodity, this advantage can be decisive.
Preparing for the DPP also forces companies to take a serious, close look at their product data. This process can be time-consuming—but valuable. Missing quantity specifications, inconsistent material descriptions, outdated origin data: anyone who takes a close look at their own product data will identify gaps that affect not only the DPP but also the point of sale. Clean, complete data directly impacts product presentation in the online store, reduces returns, and strengthens buyer confidence.
There is another dimension to consider: The DPP requires transparency regarding environmental impacts, such as CO₂ footprint, energy and water consumption, and substances of concern. Collecting this data is time-consuming but insightful. It reveals where there is actual potential for optimization in production. And since suppliers must also disclose their environmental data, transparency is created throughout the entire supply chain—a valuable foundation for more informed procurement decisions.
”A QR code on the product that not only provides mandatory information but also tells stories, displays certifications, and enables personalized offers — surpasses traditional marketing tools in both reach and relevance.
New Business Models – the DPP as a Growth Driver
The DPP opens up something that has been missing in traditional product business until now: a direct, ongoing channel of communication with the end consumer—throughout the entire product lifecycle.
This potential goes far beyond simply providing mandatory information. Those who utilize it can develop fundamentally new value propositions. One example: “Product as a Service.” Since the DPP documents a product’s location and condition, manufacturers can take products back, refurbish them, and rent them out again instead of selling them as a one-time transaction. The business model shifts from a transactional to a service model, which often leads to more loyal customer relationships and more stable revenue.
Equally interesting is remanufacturing: With precise material information from the DPP, products can be remanufactured in a targeted manner and marketed as refurbished goods with a quality guarantee—at significantly higher margins than with simple raw material recycling. Those active in second-hand markets also benefit from the fact that the DPP provides verified product histories: age, service life, and repairs. This builds trust and allows for premium pricing on “certified used” products.
In the industrial sector, combining DPP data with IoT sensors opens up entirely new possibilities: Predictive Maintenance as a Service—proactive maintenance based on
real product data—is particularly attractive for machinery, vehicles, and building systems. Finally, structured buy-back or take-back programs, ideally linked to an incentive for new purchases, offer a smart way to combine customer loyalty with the circular economy.
With the Digital Product Passport, you keep track of all product information at all times.
Building Brand Strength – the DPP as the Touchpoint of the Future
With the DPP, every physical product becomes a permanent, interactive brand touchpoint. That may sound abstract, but in practice it’s revolutionary: a QR code on the product that not only provides mandatory information but also tells stories, displays certifications, and enables personalized offers—surpasses traditional marketing tools in both reach and relevance.
Especially in the area of sustainability, this opens up new paths for differentiation. In the future, consumers will be able to check a product’s true environmental footprint directly on the product itself—not based on advertising claims, but on verified data. Those who can present convincing figures here gain a tangible competitive advantage and can justify a higher willingness to pay. Conversely, companies that cannot substantiate their sustainability promises run the risk of being exposed as engaging in greenwashing. The DPP makes the difference between genuine commitment and marketing promises visible—and thereby protects brands that have substance.
In addition, the DPP establishes a direct customer relationship throughout the entire product lifecycle: from initial registration and maintenance notifications to personalized post-purchase service offerings. For brands looking to build community and loyalty, this is a powerful tool. Authentic storytelling, participatory brand engagement, and protection against counterfeiting—all of this can be achieved through the DPP. The goal is not to overload the DPP with marketing messages, but to deliver genuine value that strengthens trust in the brand over the long term.
”The requirement to implement the DPP is coming, one way or another. The only question is whether you view it as an expense or seize it as an opportunity.
Conclusion: Getting in early pays off
The Digital Product Passport is transforming how products are marketed, how supply chains operate, and how companies engage with their customers. For Swiss companies that invest early on, this yields a threefold return: more precise data and greater competitiveness, new business models with recurring revenue streams, and a brand that wins over customers with substance rather than promises.
The requirement to implement the DPP is coming, one way or another. The only question is whether you view it as an expense or seize it as an opportunity.
Stephan Läderach
For the past 20 years, I have been working in the fields of product data, e-commerce, and product and marketing communication—building on a solid foundation of training in the graphic arts industry and several years of experience in IT and network technology.
As a business consultant and key account manager, I advise and support our clients from the initial concept through implementation to the further development of their solutions for product communication and process management—combining in-depth expertise with a collaborative approach.