Digimarc to offer more efficient method to deliver SmartLabel

Beaverton, Ore.-based Digimarc Corp. announced the availability of Digimarc Barcode scanning capabilities within the SmartLabel app at the TransparencyIQ conference in Chicago Tuesday. Digimarc, which offers automatic identification technology of everyday objects such as product packaging and virtually any media, said in a press release it is offering brands and retailers a more reliable, efficient and flexible method for delivering SmartLabel to consumers.

The SmartLabel program was developed by the Grocery Manufacturers Association (GMA) and the Food Marketing Institute, collectively called the Trading Partner Alliance (TPA), to give consumers a way to digitally access more detailed product information than could fit on a package. The free SmartLabel app now incorporates the Digimarc Mobile SDK, providing the ability to scan product packages enhanced with Digimarc Barcode.

"The addition of Digimarc scanning within the SmartLabel app adds capability to connect consumers to detailed product landing pages with expanded information beyond what's typically available on product packaging," said Jim Flannery, senior executive vice president of GMA in a press release. “As manufacturers and retailers of consumer goods continue to adopt SmartLabel, we will continue to leverage new and emerging technology, enabling consumers to access the information however [they] want to do. The Digimarc SmartLabel offering will help to grow consumer access and enhance the way retailers and brands can deliver greater product transparency."

Digimarc has been an active participant in the SmartLabel program for more than two years as the initiative has expanded. As the program gears up for public promotion, brands and retailers looking to unlock the potential of SmartLabel can now tap the added benefits of Digimarc Barcode for packaging. Digimarc Barcode can be unobtrusively applied across the entire package, creating a mobile connection for consumers to access SmartLabel information or brand-generated product information. Digimarc Barcode takes it a step further by also providing a solution that leads to easier checkout and greater supply chain efficiencies.