Customer Expectations Keep Evolving, And Digital Watermarks Will Help Retailers Keep Up

By Ed Knudson, Executive Vice President, Sales and Marketing, Digimarc & Matt Schler, GM of Fixed Retail Scanning, Datalogic, ADC Division

It’s a never-ending cycle: Customers demand a better shopping experience, so retailers introduce new solutions to meet those expectations. Over time, shoppers come to accept this progress as standard services, and their expectations grow ever loftier.

Of course, certain developments are more game-changing than others. The Universal Product Code (UPC), the point-of-sale system, e-commerce, even the shopping cart itself—these innovations changed the face of retail and forever altered consumer expectations. And now, we are on the verge of adding Digimarc® Barcodes as the latest game changer.

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