New Cost-Effective Packaging Security Capabilities – Serialized Package Printing Solution
There’s a new cost-effective way to track and trace consumer goods packaging from manufacturer to consumer. HP and Digimarc are collaborating to provide a new serialization packaging offering that can provide every printed piece with a unique identity to solve serious supply chain problems. HP and Digimarc now offer consumer brands and their digital print providers the ability to apply Serialized Global Trade Item Number (SGTIN) on packaging to track and protect the package as it makes it way through the supply chain down to the point-of-sale (POS) in retail environments.
This new security capability is said to help combat counterfeiting and piracy, which is estimated by Frontier Economics and the International Chamber of Commerce to reach U.S. $4.2 trillion by 2022. Assigning SGTINs to each individual item means that identical units of the same product will be uniquely identifiable. This makes it possible to track and trace the products to protect brand and product origination. By monitoring scanning behavior and tracking, the HP Link platform will automatically identify suspicious behavior such as diverted packages. Product and tracking information in the cloud can be applied throughout the supply chain all the way through to end consumers. Digimarc and HP will both be demonstrating the new ability at the NRF Conference this year.
“Traceability initiatives are being fueled by product fraud, recalls, regulatory compliance and the need for greater transparency across the supply chain,” said Heidi Dethloff, VP Marketing, Digimarc. “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.”
With HP Link, Digimarc 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 a unique identity and the ability to trace and track any package or product from the item level through the supply chain to point-of-sale. HP Link offers a complete security serialization solution, including Digimarc Barcode, and a toolset that integrates easily and cost-effectively with existing enterprise resource planning (ERP), manufacturing, scanning, distribution, and digital printing systems.
“With HP Link and Digimarc Barcode, consumer brands can protect their brand, track products from origin-to-destination, provide personalized content and coupons, and other benefits,” said Marvin Gross, Head of Emerging Solutions, HP Inc. Business Graphics Solutions. “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.”
The Digimarc Barcode is an advanced visually imperceptible code that can be serialized when the packaging is being printed on HP digital presses on product packaging, retail labels, point-of-purchase (POP) displays, and other print output. It can be scanned by enabled consumer phones or other associated mobile devices, retail barcode scanners and computer vision systems.
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By Digimarc Corporation
Jan 14, 2019, 08:00 ET
Find out how Digimarc Barcode is applied to packaging creating an imperceptible barcode that repeats across a product’s surface and is reliably scanned by retail scanners, inspection systems and shopper phones.