Digimarc Corporation has introduced Digimarc Barcode, a new packaging solution to speed up retail checkout. The technology prints digital watermarks with encoded UPC data over the full surfaces of packages, eliminating the need to scan a specific part of the product.

Chief Marketing Officer Larry Logan said that Digimarc Barcode can encode retailers’ existing UPC data invisibly and repeatedly over surfaces of packages and labels. Digimarc Barcode can replace the UPC symbol, but it can also be used as a supplement, Logan said.

According to Logan, Digimarc Barcode can also provide retailers and brands a platform to connect with consumers. Consumers can point their smart devices at a package and connect to the brand or retailer’s channel, which can provide information including nutrition information, recipes, instructional videos and promotional offers.

The Beaverton, Oregon company recently sponsored a Harris Poll that found 88 percent of U.S. adults want faster retail checkouts, and 50 percent identify slow checkouts and long lines as “top grievances.” “Checkout is the last opportunity a retailer has to make a positive impression on a shopper,” Logan said. “Asking customers to endure a lengthy wait to process and pay for their order can spoil what may have otherwise been an enjoyable shopping experience.”

h/t: http://www.packagingdigest.com/retail-packaging/digital-watermark-enabled-packaging-speeds-checkout-1508

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