Portland-area shoppers will soon have first-hand experience with the latest product offered by Beaverton-based Digimarc thanks to a deal with New Seasons Market.

New Seasons grocery stores are adopting Digimarc Barcode technology, which speeds up check-out time and allows customers to scan items in the aisles with smartphones.

The barcode technology will be on New Seasons’ partner brand items and in stores this quarter.

“New Seasons prides itself on providing a shopping experience that is more than just a transaction,” said Sean Tiesher, senior IT director, in a written statement. “Working with Digimarc gives us the ability to let our knowledgeable and passionate staff be the crucial customer touch point we want them to be. It’s important to us that our employees are able to devote their attention to customers and make sure they are able to help in any way they can.”

The Digimarc Barcode is different than the traditional code found on packaging. Unlike the familiar black and white lines, the Digimarc Barcode can’t be seen by the human eye. That means it can be stamped all over packaging without interfering with design.

Since the code is all over the packaging, the item can be scanned anywhere, which speeds up check-out time. Plus, the codes can be read by smartphones, which offers another avenue for retailers and brands to engage with consumers in the store.

This is the second big announcement out of Digimarc in recent days. Last week, it unveiled a partnership with global pharmaceuticals maker Perrigo Co.

At the end of last year, the company noted that several partnerships would be announced early this year as the team gears up for the National Retail Federation conference.

In addition to retailers adopting the barcode, the company has gone after other brand partners. Last summer it inked a deal with tech firm Shazam. Users of the Shazam app can access information embedded in audio and other media.

The Portland Business Journal is a KGW News partner.

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