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New Digimarc Barcode for apparel supports 'Endless Shelf'

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 The new barcode by Digimarc for apparel will now enable shoppers to scan hangtags with phones to complete a purchase in the aisle or to find sizes, styles and colours not available on the retail floor. Easy and reliable scanning will help retailers capitalise on in-the-moment buying intent, and links store associates with retail inventory management systems.


Even if the correct size or colour is not available in the retail showroom, Digimarc Barcode for apparel can link the physical store with the retailer's e-commerce site for more options and recommendations, enabling shoppers to immediately buy online.


"The 'Endless Shelf' is the new reality of integrated commerce with high expectations to deliver shopper experiences to access products when, wher and how they want. This is a significant challenge for traditional brands and retailers," said Aimee Arana, executive vice president, Digimarc. "Adding Digimarc Barcode to all apparel media including hangtags, labels and displays will elevate the entire purchase journey by ensuring seamless shopper engagement, product discovery, as well as making it easy for shoppers to buy at the point of display without the need for traditional checkout."


Digimarc is demonstrating how this application can come to life in a store or showroom environment with a mannequin display. The mannequin is holding a Digimarc Barcode-enhanced card that can be scanned by a shopper, placing the entire curated outfit directly into the shopping cart for further evaluation, shipping or store pickup. Digimarc Barcode can also be added to hangtags on garments and to retail displays, allowing retailers and brands to maintain aesthetic integrity and provide an engaging customer experience.


Since Digimarc Barcode is generally imperceptible to shoppers, there is no need for unsightly QR codes on the tags. Digimarc Barcode reliably scans when a label or apparel hangtag is ripped, damaged or torn. The application also benefits retailers by streamlining and improving inventory management processes for store associates, while also making it easier for cashiers to scan hangtags at checkout. Easier scanning translates into an improved shopping experience with less snags at the front-end and shorter lines.


Digimarc Barcode is an advanced data carrier that can be applied to product packaging, retail labels and hangtags, point-of-purchase (POP) displays and print material. It is reliably and efficiently scanned by enabled consumer phones, associate mobile devices, retail barcode scanners and computer vision systems. (RR)

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