GS1 US, Lawrenceville, N.J., developed GS1 US Mobile Scan, what is said to be the next generation of product identification, helping brands and retailers deliver robust product information to consumers.

GS1 US Mobile Scan-enabled packages feature a DWCode, a nearly invisible high-performance barcode offered in collaboration with Digimarc Corp., Beaverton, Ore., giving trading partners the latest technology for providing digital-savvy consumers with timely brand-authorized product information, including marketing, pricing, special offers and coupons, product attributes, instructional videos, rich media and additional shopping assistance via their smartphones.

GS1 US Mobile scan also offers retailers better inventory accuracy and faster checkout at point-of-sale. GS1 US Mobile Scan-enabled packages contain the same Global Trade Item Number (GTIN) data, making it scannable on all printed surfaces of the package.

Earlier this year, Digimarc and GS1 US announced collaborative efforts to speed the industry adoption of the Digimarc barcode technology through GS1 US's membership.