Digimarc has collaborated with healthcare product provider Perrigo to embed barcodes on pharmaceutical packaging for its retail customers.

Perrigo will be utilising Digimarc’s Barcode service in order to facilitate consumer information access and drive point-of-sale (POS) efficiency.

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The Digimarc Barcode-enabled package will help consumers to access product information by pointing a smartphone camera at it.

The barcode will be replicated across the entire surface of the packaging, which can ensure faster and easier checkouts at point of sale. This aims to improve operational efficiencies for the retailers.

"The Digimarc Barcode is an ideal way to provide additional retailer and consumer benefits without cluttering product design."

It will be subtly placed and not be breaching the existing designs part from helping with easier inventory management.

Designed as smart label, the barcodes will function similar to a traditional Universal Product Code (UPC) symbol when scanned by a Digimarc-enabled POS scanner and open up retailers’ e-commerce pages before the consumer.

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Perrigo US consumer healthcare executive vice-president Jeff Needham said: "We want to provide our customers with the latest technology advancements that can assist in growing their own label business.

"Consumers want more information about health-related products, and our retailers are continually looking for ways to deliver that information while improving their own operational efficiency. The Digimarc Barcode is an ideal way to provide additional retailer and consumer benefits without cluttering product design."

Digimarc CEO Bruce Davis said: "Easy and effective communication of information about products is also becoming increasingly important in their field. We look forward to closely partnering with them in this very important and challenging area of consumer product marketing."