Unique identity for every item uses HP and Digimarc technologies

AIPIA member Digimarc has introduced a new serialized packaging solution combining Digimarc Barcode and the HP Link platform, which can provide every printed object with a unique identity and offers a cost-effective option for tackling supply chain problems, claim the companies.

The combined technologies offer consumer brands and their digital print providers the ability to apply a serialized global trade item number (SGTIN) on packaging to track and protect a package through the supply chain and at point-of-sale (POS) in retail environments.

Assigning SGTINs to individual items means that two otherwise identical units of the same product are uniquely identifiable, making it possible to track and trace these for brand protection and product origination.

Digimarc Barcode is an advanced visually imperceptible code that can be serialized during printing on HP digital presses for packaging, retail labels, point-of-purchase (POP) displays and other print output. It is reliably scanned by a number of devices, including smart phones.

With HP Link, the Barcode can carry an SGTIN, the combination of a GS1 GTIN and a unique serial number of up to 12 digits. This provides each package with its unique identity and the ability to track and trace at item level through the entire supply chain. HP Link offers a security serialization option including Digimarc Barcode and a toolset to integrate with existing enterprise resource planning (ERP), manufacturing, scanning, distribution and digital printing systems.

By monitoring scanning behaviour and tracking data, the HP Link platform automatically identifies suspicious behaviour, including diverted packages. Cloud-based product and tracking information can be applied throughout the supply chain through to the end consumer.

Heidi Dethloff, vice president of marketing at Digimarc, commented, “This new digital capability from HP allows brands to free-up their package design real estate, while also leveraging the full benefits of variable data printing for connected, customized, personalized and serialized packages.”

Marvin Gross, head of emerging solutions, HP Graphics Solutions Business, said, “Now consumer brands can be protected, track products from origin-to-destination, provide personalized content and coupons and other benefits. Our solution can integrate with enterprise systems to manage inventory at the unique item level as well as enable faster and easier forms of checkout, including traditional, mobile and self-checkout.”

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