Digital Product Passport for Marketing, Sales, and Service

Many companies initially view the digital product passport as a task for compliance and IT. In doing so, they are missing out on potential: Structured product data can support purchasing decisions, simplify service processes, and extend the customer relationship. A prerequisite for this is clearly separating mandatory information, voluntary content, and personal tracking.

The DPP Becomes a Digital Touchpoint for the Product

Depending on the product group, the Digital Product Passport provides information on origin, materials, environmental performance, repairability, use, and recycling. Users receive the information relevant to their specific role.

With the launch of the EU DPP Registry on July 20, 2026, another component of the technical infrastructure is now available. It primarily serves as a central index for identifiers and metadata. Detailed product information is generally stored decentralized at the business entity or a DPP service provider.

For marketing and sales, this means that the data carrier—such as a QR code—is not an additional promotional sticker, but rather provides access to reliable product information.

Benefits for Marketing and Sales

At the point of sale, the DPP can make complex products easier to understand. Relevant information includes, for example, proof of origin, materials, compatibility, care instructions, certifications, and traceable environmental metrics.

In B2B sales, technical inquiries, requests for proposals, and customer audits can be handled more quickly when approved product data is available in a structured format. This allows the sales team to work with a consistent information base.

Sustainability claims must, however, remain verifiable, specific, and up-to-date. Directive (EU) 2024/825 will tighten the rules against misleading environmental claims effective September 27, 2026. A DPP can provide evidence, but it does not automatically make an environmental claim permissible. Generic claims such as “environmentally friendly” are permissible only under strict conditions.

Claims regarding climate neutrality are particularly problematic if they are based solely on emissions offsetting.

Reorganizing Service and After-Sales Support

In the service area, the DPP can provide instructions, spare parts information, maintenance intervals, disassembly guidelines, and support access. This enables repair shops to make more informed decisions regarding repairs, replacements, and reuse.

For companies, this can result in fewer simple service requests, faster spare part identification, and additional options for maintenance, repair, return, or remanufacturing.

The greatest benefit comes from having the right information for each specific product variant.

A scan does not constitute customer consent

Access to the relevant DPP information must be free of charge and easily available to authorized users. Product information required by regulation should therefore not be tied to consent to receive a newsletter or to an unnecessary registration process.

If DPP accesses are analyzed on a personal basis, user profiles are created, or marketing technologies are used, data protection and consent requirements apply. Valid consent must be voluntary, informed, and specific to the purpose. The ESPR also clarifies that personal customer data may not be stored in the DPP without explicit consent.

The DPP is therefore not automatically a source of first-party data. Anonymous statistics, service accounts, and advertising consents should be kept separate both technically and organizationally.

Managing Marketing, Sales, and Service Together

For each use case, four questions should be answered:

1. What specific customer benefit does the information provide?
2. Is it mandatory, role-based, or voluntary?
3. Which system is the primary data source?
4. Who is responsible for ensuring accuracy and keeping the information up to date?

Marketing shapes the experience but must not independently alter technical or environmental statements. Product management and compliance are responsible for the facts, while service provides supplementary instructions and repair knowledge. PIM, DAM, CRM, and service systems require clear interfaces.

Appropriate KPIs include scan-to-service rate, self-service resolution rate, spare parts conversion rate, processing time, and the timeliness of product information.

The Digital Product Passport can connect marketing, sales, and service into a seamless customer journey. Its value stems from reliable, context-specific product information. Companies should pilot a few use cases and separate mandatory data, optional services, and tracking.

FAQ

How can marketing use the Digital Product Passport?

For verifiable product storytelling, sustainability information, care instructions, and voluntary additional content directly on the product.

 Can the DPP be used for cross-selling?

Yes, for example, for compatible replacement parts or accessories. Promotional offers should be clearly separated from regulatory information.

Does the DPP reduce service costs?

Self-service instructions and clear product information can prevent inquiries and speed up repair processes. The effect should be measured using KPIs.

Does every DPP scan provide customer data?

No. A scan can remain anonymous. Personal tracking and direct marketing are subject to data protection and consent requirements.

Bibliography

• Europäisches Parlament und Rat: Verordnung (EU) 2024/1781 zur Schaffung eines Rahmens für Ökodesign-Anforderungen, 13.06.2024, EUR-Lex, abgerufen am 23.07.2026.
• Europäische Kommission: Digital Product Passport, aktualisierte Themenseite, 2026, abgerufen am 23.07.2026.
• Europäische Kommission: Digital Product Passport Registry now live, 20.07.2026, abgerufen am 23.07.2026.
• Europäisches Parlament und Rat: Richtlinie (EU) 2024/825 zur Stärkung der Verbraucher für den ökologischen Wandel, 28.02.2024, EUR-Lex, abgerufen am 23.07.2026.
• Fraunhofer IPK: Digitaler Produktpass für das Elektrohandwerk, 2026, abgerufen am 23.07.2026.
• Europäischer Datenschutzausschuss: Consent under GDPR: When to act and what to do, Mai 2026, EDPB, abgerufen am 23.07.2026.