Lawrenceville, N.J.-based GS1 US is offering a new product called Mobile Scan, a tool for enhanced product identification and consumer engagement.
 
“Consumers are increasingly demanding access to complete and accurate product information to inform their purchase decisions and more than 90% use their smartphones while shopping in retail stores,” Laura DiSciullo, senior vice president of solutions, GS1 US, said in a news release. “The combination of mobile technology and shopper expectations has created the perfect storm and is challenging brands and retailers to respond with richer information for the consumer.”
 
GS1 US Mobile Scan-enabled packages have DWCodeTM, described in the release as a nearly invisible barcode offered in collaboration with Digimarc Corporation. The barcode allows trading partners the latest technology for providing consumers with information such as marketing, pricing, special offers and coupons, product attributes, instructional videos, and other information that consumers can access with smartphones, according to the release. GS1 US members can begin implementing GS1 US Mobile Scan by obtaining DWCodes through the new online portal located at www.gs1us.org/mobilescan.
 
To enable GS1 US Mobile Scan, brand owners will need to register, create an account, verify each Global Trade Item Number, and provide the required product attributes, according to the release. There is a $50 annual license fee per DWCode, according to the release, in addition to Certified Solution Partner fees for enabling the DWCode in package designs.