Digimarc Corporation (DMRC)

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How Digimarc plans to speed grocery checkout times
Digimarc says the new barcodes can cut scanning time for a store's checkers by as much as 50 percent.

Digital watermarking and identification firm Digimarc Corp. unveiled a new product and partnership that aims to reduce the wait at checkout lines.

The Beaverton-based company has developed Digimarc Barcodes, which contain the same information as traditional UPC codes used in retail stores, but, are not perceived by the human eye. These Digimarc Barcodes can be placed all over a product’s packaging so instead of hunting for a barcode on a product to scan at checkout, Digimarc’s technology allows the product to be scanned anywhere. No more awkwardly hunting for the barcode as the line builds behind you.

The company is teaming with Datalogic, a maker of barcode readers for retail point-of-sale systems.

“Just as UPC changed the face of retail when it was introduced almost 50 years ago, Digimarc Barcodes will have a similar impact,” said Matt Schler, General Manager of Fixed Retail Scanning for Datalogic in a written statement. “We’re thrilled to be partnering with Digimarc to introduce this new, innovative technology to retailers.”
According to Digimarc (Nasdaq: DMRC) these new barcodes can cut scanning time for a store’s checkers by as much as 50 percent.
The new technology and the partnership were announced at the National Retail Federation’s Annual Convention & Expo in New York City.