Latest / Omni Talk Retail / Invisible Barcodes: The Innovation You'll Never See (And That’s The Point) | Ask An Expert

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Invisible Barcodes: The Innovation You'll Never See (And That’s The Point) | Ask An Expert · Omni Talk Retail

• 0:00
  Foreign.
• 0:08
  Welcome
• 0:08
  to
• 0:09
  another
• 0:09
  exciting
• 0:10
  and
• 0:10
  elucidating
• 0:11
  episode
• 0:11
  of
• 0:11
  the
• 0:12
  Omnitalk
• 0:12
  Ask
• 0:12
  An
• 0:13
  Expert
• 0:13
  series.
• 0:13
  I'm
• 0:14
  your
• 0:14
  host,
• 0:14
  Chris
• 0:14
  Walton.
• 0:14
  And
• 0:15
  I'm
• 0:15
  Anne
• 0:15
  Mazinga.
• 0:16
  And
• 0:16
  we
• 0:17
  are
• 0:17
  the
• 0:17
  founders
• 0:17
  of
• 0:17
  omnitalk,
• 0:18
  the
• 0:18
  fast
• 0:18
  growing
• 0:19
  retail
• 0:19
  media
• 0:19
  outlet
• 0:19
  that
• 0:19
  is
• 0:20
  all
• 0:20
  about
• 0:20
  the
• 0:20
  companies,
• 0:20
  the
• 0:21
  people
• 0:21
  and
• 0:21
  the
• 0:22
  technologies
• 0:22
  that
• 0:22
  are
• 0:22
  coming
• 0:23
  together
• 0:23
  to
• 0:23
  shape
• 0:24
  the
• 0:24
  future
• 0:24
  of
• 0:24
  retail.
• 0:25
  Now,
• 0:25
  omnitok
• 0:26
  fans,
• 0:26
  there
• 0:26
  is
• 0:27
  a
• 0:27
  new
• 0:27
  technology
• 0:28
  out
• 0:28
  there
• 0:28
  and
• 0:28
  no
• 0:29
  matter
• 0:29
  how
• 0:29
  closely
• 0:30
  you
• 0:30
  look
• 0:30
  for
• 0:30
  it,
• 0:31
  you
• 0:31
  won't
• 0:31
  see
• 0:32
  it.
• 0:32
  And
• 0:33
  that's
• 0:33
  exactly
• 0:33
  the
• 0:34
  point.
• 0:34
  It's
• 0:34
  often
• 0:35
  called
• 0:35
  the
• 0:35
  invisible
• 0:36
  barcode,
• 0:36
  but
• 0:36
  actually
• 0:37
  watermark
• 0:38
  is
• 0:38
  the
• 0:38
  more
• 0:38
  appropriate
• 0:39
  term.
• 0:39
  And
• 0:39
  to
• 0:39
  help
• 0:40
  us
• 0:40
  shed
• 0:40
  light
• 0:40
  on
• 0:40
  what
• 0:41
  it
• 0:41
  is
• 0:41
  and
• 0:42
  how
• 0:42
  it
• 0:42
  works,
• 0:42
  we
• 0:43
  have
• 0:43
  brought
• 0:43
  in
• 0:44
  quite
• 0:44
  possibly
• 0:45
  Ann,
• 0:45
  the
• 0:46
  foremost
• 0:46
  expert
• 0:47
  in
• 0:47
  the
• 0:47
  world
• 0:48
  at
• 0:48
  rolling
• 0:48
  out
• 0:49
  invisible
• 0:50
  watermarks
• 0:52
  to
• 0:52
  retail
• 0:53
  stores.
• 0:53
  The
• 0:54
  former
• 0:54
  VP
• 0:54
  of
• 0:55
  IT
• 0:55
  and
• 0:55
  store
• 0:56
  innovations
• 0:56
  at
• 0:56
  Schnooks,
• 0:57
  Dave
• 0:58
  Stack.
• 0:59
  Dave,
• 0:59
  welcome
• 1:00
  to
• 1:00
  the
• 1:01
  show.
• 1:01
  Welcome
• 1:01
  back
• 1:02
  to
• 1:02
  omnitalk.
• 1:02
  It
• 1:02
  is
• 1:03
  great
• 1:03
  to
• 1:03
  have
• 1:03
  you.
• 1:04
  How
• 1:04
  are
• 1:05
  you
• 1:05
  doing
• 1:05
  this
• 1:05
  morning?
• 1:06
  It
• 1:06
  is
• 1:07
  great
• 1:07
  to
• 1:08
  be
• 1:08
  back.
• 1:08
  And
• 1:09
  I
• 1:09
  was
• 1:09
  wondering
• 1:09
  who
• 1:10
  you
• 1:10
  were
• 1:10
  talking
• 1:10
  about
• 1:10
  because
• 1:11
  it
• 1:11
  can't
• 1:11
  possibly
• 1:11
  be
• 1:12
  me.
• 1:13
  The
• 1:13
  foremost
• 1:14
  expert
• 1:14
  in
• 1:14
  the
• 1:14
  world,
• 1:15
  Dave
• 1:15
  Stack.
• 1:16
  He's
• 1:16
  such
• 1:17
  a
• 1:17
  Renaissance
• 1:17
  man
• 1:18
  that
• 1:18
  there's
• 1:18
  so
• 1:18
  many
• 1:18
  ways
• 1:19
  he
• 1:19
  could
• 1:19
  be
• 1:19
  introduced,
• 1:20
  like
• 1:20
  master
• 1:20
  woodworker,
• 1:23
  master
• 1:23
  mixologist,
• 1:24
  mixologist.
• 1:25
  In
• 1:26
  this
• 1:26
  case.
• 1:26
  In
• 1:27
  this
• 1:27
  case,
• 1:27
  we're
• 1:27
  going
• 1:27
  to
• 1:27
  be
• 1:27
  talking
• 1:28
  about
• 1:29
  watermarks.
• 1:30
  And,
• 1:31
  and
• 1:31
  Dave,
• 1:31
  thank
• 1:32
  you.
• 1:32
  Thank
• 1:32
  you
• 1:33
  so
• 1:33
  much
• 1:33
  for
• 1:33
  joining
• 1:34
  us.
• 1:34
  It's
• 1:35
  always
• 1:35
  great
• 1:35
  to
• 1:35
  be
• 1:35
  with
• 1:35
  you
• 1:36
  too.
• 1:36
  Well,
• 1:37
  before
• 1:37
  we
• 1:37
  get
• 1:38
  started
• 1:38
  here,
• 1:38
  I
• 1:38
  want
• 1:38
  to
• 1:39
  give
• 1:39
  a
• 1:39
  big
• 1:39
  thank
• 1:40
  you
• 1:40
  to
• 1:40
  Digimark,
• 1:40
  who
• 1:41
  is
• 1:41
  nice
• 1:41
  enough
• 1:41
  to
• 1:41
  help
• 1:41
  us
• 1:42
  secure
• 1:42
  Mr.
• 1:43
  Stuck
• 1:43
  today
• 1:44
  for
• 1:44
  this
• 1:44
  conversation.
• 1:45
  And
• 1:45
  just
• 1:46
  a
• 1:46
  reminder,
• 1:46
  I'm
• 1:46
  sure
• 1:46
  tons
• 1:47
  of
• 1:47
  you
• 1:47
  are
• 1:47
  going
• 1:47
  to
• 1:47
  have
• 1:48
  questions
• 1:48
  as
• 1:48
  we
• 1:48
  go
• 1:48
  along
• 1:49
  today,
• 1:49
  so
• 1:50
  go
• 1:50
  ahead
• 1:50
  and
• 1:50
  pop
• 1:50
  those
• 1:51
  questions
• 1:51
  in
• 1:51
  the
• 1:51
  chat.
• 1:52
  The
• 1:52
  digimarc
• 1:52
  team
• 1:53
  and
• 1:53
  Dave
• 1:53
  will
• 1:54
  be
• 1:54
  ready
• 1:55
  to
• 1:55
  take
• 1:55
  any
• 1:56
  questions
• 1:56
  that
• 1:56
  you
• 1:56
  might
• 1:57
  have
• 1:57
  in
• 1:57
  the
• 1:57
  text
• 1:58
  chat
• 1:58
  just
• 1:58
  to
• 1:58
  the
• 1:58
  right
• 1:59
  hand
• 1:59
  side
• 1:59
  of
• 1:59
  your
• 2:00
  screen.
• 2:01
  Well,
• 2:01
  Dave,
• 2:01
  let's
• 2:02
  get
• 2:02
  started.
• 2:03
  Can
• 2:04
  you
• 2:04
  just
• 2:04
  break
• 2:04
  it
• 2:05
  down
• 2:05
  for
• 2:05
  us
• 2:05
  and
• 2:06
  tell
• 2:06
  us
• 2:06
  what
• 2:06
  an
• 2:06
  invisible
• 2:07
  watermark
• 2:08
  is
• 2:08
  exactly
• 2:09
  and
• 2:09
  how
• 2:09
  it
• 2:10
  works?
• 2:12
  Well,
• 2:12
  now
• 2:12
  that
• 2:13
  you
• 2:13
  sold
• 2:13
  me
• 2:13
  as
• 2:13
  the
• 2:13
  foremost
• 2:14
  expert
• 2:14
  on
• 2:15
  this
• 2:15
  and
• 2:15
  I'm
• 2:16
  going
• 2:16
  to
• 2:16
  start
• 2:16
  off
• 2:16
  bumbling
• 2:17
  now.
• 2:19
  I.
• 2:19
  Think
• 2:20
  the
• 2:20
  best
• 2:20
  way
• 2:21
  to
• 2:21
  look
• 2:21
  at
• 2:22
  it
• 2:22
  is.
• 2:23
  It
• 2:23
  is,
• 2:26
  you
• 2:26
  can
• 2:26
  call
• 2:27
  it
• 2:27
  an
• 2:27
  invisible
• 2:27
  barcode,
• 2:28
  but
• 2:28
  it
• 2:28
  is
• 2:30
  a
• 2:31
  manipulation
• 2:32
  of
• 2:32
  the
• 2:33
  product
• 2:33
  packaging
• 2:34
  at
• 2:34
  the
• 2:34
  pixel
• 2:34
  level
• 2:35
  to
• 2:35
  embed
• 2:36
  a
• 2:36
  unique
• 2:36
  sequence
• 2:37
  into
• 2:38
  that
• 2:39
  package
• 2:40
  that
• 2:40
  is
• 2:40
  completely
• 2:41
  undetectable.
• 2:43
  And
• 2:43
  it
• 2:43
  can
• 2:44
  be
• 2:44
  read
• 2:44
  by
• 2:45
  your
• 2:46
  flatbed.
• 2:47
  Your
• 2:47
  scanner
• 2:47
  scales
• 2:48
  at
• 2:48
  the
• 2:48
  front
• 2:48
  end
• 2:48
  can
• 2:48
  be
• 2:48
  read
• 2:49
  by
• 2:49
  the
• 2:49
  hand
• 2:49
  Scanners
• 2:50
  as
• 2:50
  well.
• 2:51
  And
• 2:51
  it's
• 2:52
  on
• 2:52
  all
• 2:52
  sides
• 2:53
  of
• 2:53
  the
• 2:53
  packaging.
• 2:54
  So
• 2:54
  it's
• 2:54
  pretty
• 2:55
  hard
• 2:55
  to
• 2:56
  not
• 2:57
  put
• 2:57
  an
• 2:58
  item
• 2:58
  there
• 2:58
  and
• 2:58
  have
• 2:58
  it
• 2:58
  scanned.
• 2:59
  So
• 3:00
  it
• 3:00
  makes
• 3:00
  sense.
• 3:00
  Like
• 3:00
  it's
• 3:01
  just
• 3:01
  kind
• 3:01
  of,
• 3:01
  it's,
• 3:01
  it's
• 3:02
  embedded
• 3:02
  in
• 3:02
  the
• 3:02
  packaging.
• 3:03
  It's
• 3:03
  invisible
• 3:04
  to
• 3:04
  the
• 3:04
  naked
• 3:04
  eye.
• 3:05
  So
• 3:05
  then
• 3:06
  what
• 3:06
  is
• 3:06
  the,
• 3:06
  what
• 3:07
  is
• 3:07
  the
• 3:07
  use
• 3:07
  case
• 3:07
  that,
• 3:08
  that
• 3:09
  you
• 3:09
  have
• 3:10
  the
• 3:10
  most
• 3:10
  experience
• 3:10
  in
• 3:11
  and
• 3:11
  why
• 3:11
  we
• 3:11
  called
• 3:11
  you
• 3:12
  the
• 3:12
  foremost
• 3:12
  expert
• 3:13
  in
• 3:13
  the
• 3:13
  world?
• 3:13
  What
• 3:13
  is
• 3:13
  the
• 3:13
  use
• 3:14
  case
• 3:14
  in
• 3:14
  which
• 3:14
  you
• 3:14
  have
• 3:15
  experience
• 3:15
  deploying
• 3:16
  invisible
• 3:16
  watermarks
• 3:17
  in
• 3:17
  retail
• 3:18
  stores?
• 3:19
  So
• 3:20
  I
• 3:21
  started
• 3:21
  off,
• 3:22
  actually
• 3:22
  looked
• 3:23
  at
• 3:23
  digimark
• 3:23
  years
• 3:23
  ago
• 3:24
  and
• 3:24
  I
• 3:24
  was,
• 3:24
  you
• 3:25
  know,
• 3:25
  for
• 3:25
  me
• 3:25
  it
• 3:25
  was
• 3:26
  a
• 3:26
  solution
• 3:27
  looking
• 3:27
  for
• 3:27
  a
• 3:28
  problem.
• 3:28
  I
• 3:28
  believed
• 3:29
  that
• 3:29
  that
• 3:29
  technology
• 3:29
  was,
• 3:30
  was
• 3:30
  going
• 3:30
  to
• 3:30
  be
• 3:30
  great
• 3:32
  and
• 3:33
  I
• 3:33
  just,
• 3:34
  I
• 3:34
  couldn't
• 3:34
  come
• 3:35
  up
• 3:35
  with
• 3:35
  at
• 3:36
  that
• 3:36
  time
• 3:37
  a
• 3:37
  use
• 3:37
  case
• 3:38
  that
• 3:39
  I
• 3:40
  felt
• 3:41
  would,
• 3:41
  would
• 3:41
  work
• 3:41
  for,
• 3:42
  for
• 3:43
  my
• 3:43
  former
• 3:43
  employer.
• 3:45
  But
• 3:45
  I
• 3:45
  started
• 3:46
  getting
• 3:47
  a
• 3:47
  lot
• 3:47
  into,
• 3:49
  into
• 3:49
  loss
• 3:49
  at
• 3:50
  the
• 3:50
  front
• 3:50
  end
• 3:51
  and
• 3:51
  understanding
• 3:52
  how
• 3:52
  theft
• 3:53
  was
• 3:53
  occurring
• 3:53
  at
• 3:53
  the
• 3:53
  front
• 3:54
  end.
• 3:54
  I
• 3:55
  watched
• 3:55
  more
• 3:56
  ever
• 3:56
  seen
• 3:56
  videos
• 3:57
  than
• 3:59
  Asset
• 4:00
  Protection
• 4:00
  did
• 4:00
  and
• 4:01
  I
• 4:01
  realized
• 4:01
  that
• 4:02
  people
• 4:02
  were
• 4:03
  taking
• 4:03
  a
• 4:03
  lot
• 4:03
  of
• 4:04
  these
• 4:04
  non
• 4:04
  barcoded
• 4:05
  items
• 4:06
  and
• 4:07
  putting
• 4:07
  them
• 4:07
  on
• 4:07
  the
• 4:08
  scanner
• 4:08
  scale
• 4:08
  and
• 4:09
  saying
• 4:09
  they
• 4:09
  were
• 4:09
  bananas.
• 4:10
  So
• 4:11
  we
• 4:11
  use
• 4:11
  Piccadilly
• 4:12
  salad
• 4:13
  bars
• 4:13
  for
• 4:14
  our
• 4:15
  salads
• 4:15
  and
• 4:15
  Piccadilly
• 4:16
  has
• 4:16
  their
• 4:16
  own
• 4:17
  container
• 4:18
  on
• 4:18
  the,
• 4:18
  on
• 4:18
  the,
• 4:19
  on
• 4:19
  it.
• 4:19
  And
• 4:20
  then
• 4:20
  we
• 4:20
  have
• 4:20
  our,
• 4:21
  our
• 4:21
  wing
• 4:21
  containers
• 4:22
  and
• 4:22
  whatnot
• 4:22
  for
• 4:23
  the,
• 4:23
  the
• 4:23
  hot
• 4:23
  wing
• 4:23
  bar
• 4:25
  and
• 4:25
  they
• 4:26
  either
• 4:26
  turn
• 4:26
  into
• 4:26
  bananas
• 4:27
  or
• 4:27
  they
• 4:27
  turn
• 4:27
  into
• 4:28
  Kool
• 4:28
  Aid
• 4:28
  and
• 4:29
  it's
• 4:29
  just
• 4:30
  another
• 4:30
  level
• 4:31
  of
• 4:31
  control.
• 4:32
  So
• 4:32
  you
• 4:32
  know,
• 4:33
  if
• 4:33
  you
• 4:33
  have
• 4:33
  ever
• 4:33
  seen
• 4:34
  great,
• 4:34
  ever
• 4:34
  seen
• 4:34
  is
• 4:35
  going
• 4:35
  to
• 4:35
  say
• 4:35
  hey,
• 4:35
  those
• 4:35
  aren't
• 4:36
  bananas.
• 4:37
  But
• 4:37
  then
• 4:37
  you're
• 4:38
  down
• 4:38
  to
• 4:39
  that
• 4:39
  attendant
• 4:40
  who's
• 4:41
  your,
• 4:41
  you
• 4:41
  know,
• 4:42
  your
• 4:42
  final
• 4:42
  level
• 4:42
  of
• 4:43
  security
• 4:43
  to
• 4:43
  say
• 4:44
  okay,
• 4:44
  that
• 4:45
  what
• 4:45
  you
• 4:45
  put
• 4:45
  in
• 4:45
  the
• 4:45
  bag
• 4:46
  there,
• 4:46
  I
• 4:46
  need
• 4:46
  to
• 4:46
  take
• 4:46
  that
• 4:47
  out
• 4:47
  and
• 4:47
  put
• 4:47
  it
• 4:47
  back
• 4:47
  on,
• 4:48
  on
• 4:48
  the
• 4:48
  scale
• 4:49
  which
• 4:50
  can
• 4:50
  be
• 4:50
  a
• 4:50
  confrontation
• 4:51
  point
• 4:51
  for,
• 4:52
  for
• 4:52
  the
• 4:52
  attendant.
• 4:53
  And
• 4:53
  you
• 4:54
  know,
• 4:54
  maybe
• 4:54
  they
• 4:54
  don't
• 4:54
  feel
• 4:55
  comfortable
• 4:55
  doing
• 4:56
  that
• 4:56
  with
• 4:56
  a
• 4:56
  customer.
• 4:57
  Well
• 4:57
  if
• 4:58
  you
• 4:58
  can
• 4:58
  avoid
• 4:58
  that
• 4:59
  completely
• 4:59
  and
• 5:00
  they
• 5:00
  put
• 5:00
  that
• 5:00
  on
• 5:01
  the
• 5:01
  scale
• 5:01
  before
• 5:01
  they
• 5:02
  even
• 5:02
  have
• 5:02
  a
• 5:02
  chance
• 5:02
  to
• 5:03
  say
• 5:03
  they're
• 5:03
  bananas,
• 5:04
  it's
• 5:04
  already
• 5:04
  rung
• 5:04
  it.
• 5:05
  Got
• 5:06
  it.
• 5:06
  And
• 5:06
  so
• 5:06
  for
• 5:06
  those,
• 5:07
  for
• 5:07
  those
• 5:07
  in
• 5:07
  the
• 5:07
  audience
• 5:07
  that
• 5:08
  might
• 5:08
  be
• 5:09
  unfamiliar
• 5:09
  with
• 5:09
  Everseen,
• 5:10
  Everseen
• 5:10
  is
• 5:11
  basically
• 5:11
  Dave
• 5:11
  Wright's
• 5:12
  the
• 5:12
  visual
• 5:13
  computer
• 5:13
  vision
• 5:13
  technology
• 5:14
  that
• 5:14
  you
• 5:14
  put
• 5:15
  in
• 5:16
  and
• 5:16
  around
• 5:16
  the
• 5:16
  self
• 5:16
  checkout
• 5:17
  to
• 5:17
  watch
• 5:18
  what's
• 5:18
  happening
• 5:18
  at
• 5:18
  the
• 5:19
  self
• 5:19
  checkout
• 5:19
  machines.
• 5:20
  And
• 5:20
  what
• 5:20
  you're
• 5:20
  essentially
• 5:21
  saying
• 5:21
  is
• 5:22
  that
• 5:22
  there
• 5:22
  are
• 5:22
  some
• 5:23
  items,
• 5:23
  particularly
• 5:24
  items
• 5:24
  from
• 5:24
  the
• 5:24
  salad
• 5:25
  bar
• 5:25
  where
• 5:25
  people
• 5:26
  had
• 5:26
  historically,
• 5:27
  you
• 5:28
  know,
• 5:28
  tried
• 5:28
  to
• 5:29
  ring
• 5:29
  up
• 5:30
  their
• 5:30
  salad
• 5:30
  that
• 5:30
  they
• 5:30
  were
• 5:31
  Buying
• 5:31
  for
• 5:31
  lunch
• 5:31
  as
• 5:32
  a,
• 5:32
  as
• 5:32
  a
• 5:34
  bushel
• 5:34
  of
• 5:34
  bananas
• 5:35
  instead
• 5:35
  to
• 5:35
  pay
• 5:35
  like
• 5:36
  a
• 5:36
  dollar
• 5:36
  versus,
• 5:36
  you
• 5:37
  know,
• 5:37
  whatever
• 5:37
  you
• 5:37
  charge
• 5:37
  for
• 5:38
  the
• 5:38
  salad.
• 5:38
  And
• 5:38
  so,
• 5:39
  so
• 5:39
  that's
• 5:39
  the
• 5:39
  use
• 5:39
  case
• 5:40
  that
• 5:40
  you're
• 5:40
  talking
• 5:40
  about
• 5:41
  here
• 5:41
  because
• 5:41
  essentially,
• 5:42
  Dave,
• 5:42
  what
• 5:42
  you're
• 5:42
  getting
• 5:42
  at
• 5:42
  too,
• 5:43
  right
• 5:43
  is
• 5:43
  the
• 5:44
  Everseen
• 5:44
  solution
• 5:45
  is,
• 5:45
  is
• 5:45
  great
• 5:46
  at
• 5:46
  helping
• 5:46
  you
• 5:46
  detect
• 5:47
  the
• 5:47
  theft,
• 5:48
  but
• 5:48
  actually
• 5:48
  preventing
• 5:49
  it
• 5:49
  requires
• 5:49
  another
• 5:50
  step.
• 5:50
  It
• 5:50
  can
• 5:50
  help
• 5:50
  with
• 5:51
  that
• 5:51
  too.
• 5:52
  But
• 5:52
  you're
• 5:52
  saying
• 5:52
  the
• 5:52
  digital,
• 5:53
  the
• 5:53
  digital
• 5:53
  watermark
• 5:54
  then
• 5:54
  enables
• 5:55
  you
• 5:55
  to,
• 5:57
  you
• 5:57
  know,
• 5:57
  just
• 5:57
  basically
• 5:58
  lock
• 5:58
  out
• 5:58
  the
• 5:59
  action
• 5:59
  of
• 5:59
  theft
• 5:59
  at
• 6:00
  the
• 6:00
  register,
• 6:00
  is
• 6:00
  that
• 6:00
  right?
• 6:01
  Yeah,
• 6:02
  that's
• 6:02
  correct.
• 6:02
  It
• 6:03
  just
• 6:03
  solves
• 6:04
  the
• 6:04
  problem
• 6:04
  before
• 6:05
  it
• 6:05
  gets
• 6:05
  started.
• 6:06
  Got
• 6:07
  it.
• 6:07
  So
• 6:08
  what
• 6:08
  does
• 6:08
  it
• 6:08
  take
• 6:09
  to
• 6:09
  actually
• 6:09
  implement
• 6:10
  these
• 6:10
  then,
• 6:10
  Dave?
• 6:10
  I
• 6:11
  mean
• 6:11
  that
• 6:11
  use
• 6:11
  case
• 6:11
  seems
• 6:12
  pretty
• 6:12
  clear
• 6:12
  and
• 6:12
  I
• 6:13
  imagine
• 6:13
  there's
• 6:13
  a
• 6:13
  lot
• 6:13
  of
• 6:13
  use
• 6:13
  cases
• 6:14
  in
• 6:14
  a
• 6:14
  grocery
• 6:14
  operation
• 6:15
  that
• 6:15
  are
• 6:15
  similar
• 6:16
  to
• 6:16
  that.
• 6:16
  What
• 6:17
  does
• 6:17
  it
• 6:17
  take
• 6:17
  to
• 6:18
  be
• 6:18
  successful
• 6:18
  with
• 6:18
  them?
• 6:19
  How
• 6:19
  did
• 6:19
  that
• 6:20
  work
• 6:20
  start
• 6:20
  to
• 6:20
  finish?
• 6:21
  I
• 6:21
  mean
• 6:21
  it
• 6:21
  sounds
• 6:21
  like
• 6:22
  you
• 6:22
  are
• 6:22
  always
• 6:23
  interested
• 6:23
  in
• 6:23
  the
• 6:24
  technology,
• 6:24
  but
• 6:24
  what
• 6:25
  did
• 6:25
  it
• 6:25
  take
• 6:25
  for
• 6:25
  you
• 6:25
  to
• 6:26
  actually
• 6:26
  bring
• 6:26
  this,
• 6:27
  you
• 6:27
  know,
• 6:27
  to
• 6:28
  scale?
• 6:29
  It's
• 6:29
  actually
• 6:30
  really
• 6:30
  easy.
• 6:31
  From
• 6:31
  a,
• 6:32
  from
• 6:32
  a
• 6:32
  perspective
• 6:33
  of
• 6:33
  what
• 6:33
  we
• 6:33
  needed
• 6:34
  to
• 6:34
  do
• 6:34
  within
• 6:34
  the
• 6:35
  store,
• 6:35
  it
• 6:35
  wasn't
• 6:36
  much.
• 6:37
  We
• 6:37
  use
• 6:38
  the
• 6:38
  Zebra
• 6:39
  scanner
• 6:40
  scales,
• 6:40
  the
• 6:40
  MP7000s
• 6:42
  and
• 6:43
  I,
• 6:43
  I
• 6:44
  know
• 6:44
  that
• 6:44
  Data
• 6:44
  Logic
• 6:45
  has
• 6:45
  the,
• 6:45
  the
• 6:45
  same
• 6:46
  capability
• 6:46
  as
• 6:46
  well,
• 6:47
  but
• 6:47
  for
• 6:47
  us
• 6:47
  we
• 6:48
  got
• 6:48
  a
• 6:49
  barcode
• 6:49
  from,
• 6:50
  from
• 6:51
  Zebra
• 6:52
  and
• 6:52
  we
• 6:52
  scan
• 6:53
  the
• 6:53
  barcode
• 6:53
  over
• 6:53
  the
• 6:53
  scanner
• 6:54
  scale
• 6:54
  and
• 6:55
  poof,
• 6:55
  the
• 6:55
  watermarks
• 6:56
  activated
• 6:57
  on
• 6:57
  this,
• 6:57
  on
• 6:57
  the
• 6:57
  scanner
• 6:58
  scale.
• 6:58
  So
• 6:58
  it's
• 6:59
  from
• 7:00
  a
• 7:00
  in
• 7:00
  store
• 7:01
  viewpoint,
• 7:01
  simple.
• 7:04
  Then
• 7:04
  what
• 7:04
  we
• 7:05
  had
• 7:05
  to
• 7:05
  do
• 7:05
  was,
• 7:06
  was
• 7:06
  working
• 7:07
  with,
• 7:08
  with
• 7:08
  Piccadilly.
• 7:09
  I
• 7:09
  had
• 7:09
  to
• 7:09
  forge
• 7:10
  the
• 7:10
  relationship
• 7:10
  between
• 7:11
  Piccadilly
• 7:12
  and
• 7:12
  digimark
• 7:13
  was
• 7:14
  working
• 7:14
  to
• 7:14
  incorporate
• 7:15
  that
• 7:15
  into,
• 7:16
  into
• 7:17
  the
• 7:17
  brand
• 7:17
  packaging
• 7:18
  and
• 7:19
  it's
• 7:19
  not,
• 7:20
  it's,
• 7:21
  I
• 7:21
  think
• 7:21
  a
• 7:21
  lot
• 7:21
  of
• 7:21
  people
• 7:21
  think,
• 7:22
  oh
• 7:22
  well,
• 7:22
  it's,
• 7:22
  it's
• 7:23
  a
• 7:23
  whole
• 7:23
  printing
• 7:23
  exercise
• 7:24
  that
• 7:24
  I
• 7:24
  have
• 7:24
  to
• 7:24
  go
• 7:25
  through.
• 7:25
  Well,
• 7:25
  digimark
• 7:26
  does
• 7:26
  that.
• 7:26
  You
• 7:27
  know,
• 7:27
  Digi,
• 7:27
  digimarc
• 7:28
  does
• 7:28
  the
• 7:28
  work
• 7:29
  on,
• 7:30
  with
• 7:30
  the
• 7:30
  brand
• 7:31
  to
• 7:32
  incorporate
• 7:32
  the
• 7:33
  watermark
• 7:33
  into
• 7:33
  it
• 7:34
  and
• 7:34
  get
• 7:34
  their
• 7:34
  proofs
• 7:35
  together
• 7:35
  and
• 7:35
  then
• 7:35
  they
• 7:35
  send
• 7:36
  it
• 7:36
  to
• 7:36
  the
• 7:36
  printer
• 7:36
  and
• 7:36
  then
• 7:36
  the
• 7:37
  printer's
• 7:37
  just
• 7:37
  printing
• 7:37
  it.
• 7:37
  So
• 7:38
  there's
• 7:38
  nothing
• 7:38
  special
• 7:38
  from
• 7:39
  the
• 7:39
  printer,
• 7:39
  printer's
• 7:40
  perspective.
• 7:41
  So.
• 7:41
  So
• 7:42
  it
• 7:42
  doesn't
• 7:42
  change
• 7:42
  the
• 7:42
  printing
• 7:43
  process
• 7:43
  at
• 7:43
  all
• 7:44
  then.
• 7:44
  Dave,
• 7:45
  just
• 7:45
  real
• 7:45
  quick,
• 7:45
  I
• 7:45
  just
• 7:46
  wanted
• 7:46
  to.
• 7:46
  So
• 7:46
  it
• 7:46
  doesn't
• 7:46
  change
• 7:47
  the
• 7:47
  printing
• 7:47
  process,
• 7:47
  it
• 7:47
  just
• 7:48
  digimark
• 7:48
  just
• 7:49
  embeds
• 7:49
  themselves
• 7:49
  in
• 7:50
  what
• 7:50
  they
• 7:50
  send
• 7:50
  over
• 7:50
  to
• 7:51
  the
• 7:51
  printer.
• 7:51
  Yeah,
• 7:52
  it's
• 7:52
  in
• 7:52
  the
• 7:52
  artwork
• 7:52
  that
• 7:52
  they
• 7:53
  send
• 7:53
  to
• 7:53
  the
• 7:53
  printer.
• 7:54
  Wow.
• 7:54
  And
• 7:54
  Dave,
• 7:55
  what
• 7:55
  kind
• 7:55
  of
• 7:55
  products
• 7:56
  is
• 7:56
  this
• 7:57
  useful
• 7:57
  for
• 7:58
  like,
• 7:58
  you
• 7:58
  know,
• 7:58
  where
• 7:59
  you
• 7:59
  started
• 7:59
  with
• 7:59
  Piccadilly.
• 8:00
  But
• 8:00
  like
• 8:00
  where
• 8:01
  did
• 8:01
  you
• 8:01
  see
• 8:01
  other
• 8:02
  use
• 8:02
  cases
• 8:02
  or
• 8:03
  other
• 8:03
  product
• 8:03
  sets
• 8:04
  that
• 8:04
  you
• 8:04
  could
• 8:04
  kind
• 8:04
  of
• 8:04
  apply
• 8:05
  this
• 8:05
  to?
• 8:07
  I
• 8:07
  think
• 8:07
  anything
• 8:08
  that's
• 8:08
  weighted
• 8:09
  is
• 8:10
  especially.
• 8:11
  There's
• 8:11
  a
• 8:11
  lot
• 8:11
  of
• 8:11
  loss
• 8:11
  around
• 8:12
  weighted
• 8:12
  items
• 8:13
  that
• 8:13
  turn
• 8:13
  into
• 8:14
  something
• 8:14
  else.
• 8:14
  And
• 8:15
  you
• 8:15
  know,
• 8:16
  we
• 8:16
  use.
• 8:18
  So
• 8:18
  we
• 8:18
  use
• 8:18
  it
• 8:18
  on,
• 8:19
  on
• 8:19
  our,
• 8:19
  on
• 8:19
  our
• 8:19
  wing
• 8:19
  bar
• 8:20
  items.
• 8:20
  We,
• 8:21
  we
• 8:21
  had,
• 8:22
  we
• 8:22
  had
• 8:22
  a,
• 8:24
  I
• 8:24
  guess
• 8:24
  a
• 8:25
  medium
• 8:25
  sized
• 8:25
  wing
• 8:25
  bar
• 8:26
  container
• 8:26
  and
• 8:27
  then
• 8:27
  a,
• 8:28
  a
• 8:28
  large
• 8:28
  size
• 8:28
  wing
• 8:29
  bar
• 8:29
  container.
• 8:29
  We
• 8:29
  had
• 8:29
  hot
• 8:30
  and
• 8:30
  cold
• 8:30
  on
• 8:30
  those
• 8:31
  and
• 8:31
  then
• 8:31
  we
• 8:31
  had
• 8:31
  what's
• 8:32
  called
• 8:32
  a
• 8:32
  black
• 8:32
  clamshell,
• 8:33
  which
• 8:33
  is
• 8:33
  the
• 8:33
  Styrofoam
• 8:34
  container,
• 8:35
  which
• 8:35
  was
• 8:35
  our
• 8:35
  small.
• 8:36
  Okay.
• 8:36
  Same
• 8:37
  thing
• 8:37
  was
• 8:37
  happening
• 8:37
  on
• 8:38
  that.
• 8:38
  So
• 8:38
  we've
• 8:39
  actually
• 8:39
  in
• 8:40
  those
• 8:40
  containers
• 8:41
  are
• 8:41
  coming
• 8:41
  in
• 8:41
  in
• 8:41
  July.
• 8:42
  We've
• 8:42
  dropped
• 8:42
  the
• 8:42
  black
• 8:43
  clamshell
• 8:44
  and
• 8:44
  in
• 8:44
  July.
• 8:45
  Wow.
• 8:45
  I
• 8:46
  keep
• 8:46
  talking
• 8:46
  as
• 8:46
  though
• 8:46
  I'm
• 8:47
  the
• 8:47
  current
• 8:47
  currently
• 8:47
  working.
• 8:48
  It's
• 8:48
  okay.
• 8:49
  It's
• 8:49
  okay.
• 8:51
  It'll
• 8:51
  get
• 8:51
  easier
• 8:52
  over
• 8:52
  time,
• 8:52
  Dave.
• 8:52
  It'll
• 8:53
  get
• 8:53
  easier
• 8:53
  over
• 8:53
  time.
• 8:54
  We're
• 8:54
  going
• 8:54
  to
• 8:55
  drop
• 8:55
  the
• 8:55
  black
• 8:56
  clamshell
• 8:56
  and
• 8:56
  go
• 8:56
  to
• 8:56
  the
• 8:57
  small
• 8:57
  wing
• 8:57
  container
• 8:57
  with
• 8:58
  a,
• 8:58
  with
• 8:58
  a
• 8:58
  watermark
• 8:58
  on
• 8:59
  it
• 8:59
  as
• 8:59
  well.
• 9:00
  But
• 9:00
  then
• 9:00
  you
• 9:00
  can
• 9:00
  expand
• 9:01
  it
• 9:01
  out
• 9:01
  from
• 9:01
  there.
• 9:03
  If
• 9:03
  you
• 9:03
  look
• 9:04
  at
• 9:05
  other,
• 9:05
  other
• 9:06
  things
• 9:06
  that
• 9:06
  are
• 9:06
  weighted.
• 9:07
  Yeah,
• 9:08
  bakery
• 9:09
  items,
• 9:09
  donuts,
• 9:10
  donut
• 9:11
  bags,
• 9:11
  donut
• 9:11
  boxes
• 9:12
  could
• 9:13
  embed
• 9:13
  it
• 9:13
  there.
• 9:13
  You
• 9:14
  could
• 9:14
  in
• 9:14
  donuts
• 9:15
  while
• 9:15
  they're
• 9:15
  not
• 9:15
  weighted,
• 9:17
  you
• 9:17
  can
• 9:17
  still
• 9:18
  embed
• 9:18
  it
• 9:18
  there
• 9:19
  and
• 9:19
  have
• 9:19
  people
• 9:20
  actually
• 9:20
  scan
• 9:21
  it.
• 9:21
  Because
• 9:22
  sometimes
• 9:22
  the,
• 9:24
  if
• 9:25
  you
• 9:25
  give
• 9:25
  the
• 9:25
  ability
• 9:26
  for
• 9:26
  somebody
• 9:26
  to
• 9:26
  enter
• 9:26
  the
• 9:27
  plue
• 9:27
  at
• 9:27
  the
• 9:27
  self
• 9:27
  checkout.
• 9:28
  Right.
• 9:29
  You
• 9:29
  will
• 9:29
  find
• 9:29
  that
• 9:30
  items
• 9:30
  that
• 9:30
  used
• 9:31
  to
• 9:31
  be
• 9:31
  rung
• 9:31
  as
• 9:31
  bananas
• 9:32
  are
• 9:32
  now
• 9:32
  being
• 9:32
  rung
• 9:33
  as
• 9:33
  donuts
• 9:34
  and
• 9:34
  they're,
• 9:35
  they're
• 9:35
  not
• 9:36
  donuts.
• 9:36
  So
• 9:37
  take
• 9:37
  the
• 9:37
  plu
• 9:38
  entry
• 9:38
  away,
• 9:39
  have
• 9:39
  the
• 9:39
  item
• 9:40
  get
• 9:40
  onto
• 9:40
  the
• 9:40
  scanner
• 9:41
  scale
• 9:41
  so
• 9:42
  that
• 9:42
  it's
• 9:42
  red.
• 9:43
  Then
• 9:43
  you
• 9:43
  can,
• 9:44
  you
• 9:44
  can
• 9:44
  do
• 9:44
  some
• 9:46
  sanity
• 9:46
  checks
• 9:47
  and
• 9:47
  say,
• 9:47
  okay,
• 9:47
  you
• 9:48
  said
• 9:48
  there
• 9:48
  was
• 9:48
  one
• 9:48
  donut,
• 9:49
  but
• 9:49
  why
• 9:49
  does
• 9:49
  that
• 9:50
  bag
• 9:51
  weigh
• 9:51
  five
• 9:51
  pounds?
• 9:52
  And
• 9:52
  you
• 9:53
  can
• 9:53
  do
• 9:53
  an
• 9:53
  intervention
• 9:54
  there.
• 9:56
  Also
• 9:57
  where
• 9:58
  I'm
• 9:58
  really
• 9:58
  interested
• 9:59
  in
• 10:00
  is
• 10:01
  on
• 10:02
  packaged
• 10:03
  meats
• 10:03
  that
• 10:04
  you're
• 10:04
  producing
• 10:04
  in
• 10:05
  the
• 10:05
  store
• 10:05
  as
• 10:05
  well.
• 10:06
  I
• 10:06
  was
• 10:06
  thinking
• 10:06
  about
• 10:07
  that.
• 10:07
  We
• 10:08
  used
• 10:10
  my
• 10:10
  former
• 10:10
  employer.
• 10:13
  I'll
• 10:13
  get
• 10:13
  there,
• 10:13
  Chris.
• 10:15
  We
• 10:16
  used
• 10:17
  the
• 10:18
  GS1
• 10:18
  stack
• 10:18
  data
• 10:19
  bar,
• 10:20
  which
• 10:20
  is
• 10:20
  great,
• 10:21
  but
• 10:22
  the
• 10:22
  more
• 10:22
  you
• 10:23
  embed
• 10:23
  in
• 10:23
  the
• 10:23
  GS1
• 10:24
  stack
• 10:24
  data
• 10:24
  bar,
• 10:25
  the
• 10:25
  bigger
• 10:25
  that
• 10:25
  data
• 10:26
  bar
• 10:26
  gets.
• 10:27
  And
• 10:27
  at
• 10:28
  too
• 10:28
  deep
• 10:29
  on
• 10:29
  the
• 10:29
  data
• 10:29
  bar,
• 10:31
  a
• 10:31
  wrinkle
• 10:32
  is
• 10:32
  terrible.
• 10:33
  And
• 10:33
  then
• 10:33
  you
• 10:33
  end
• 10:34
  up
• 10:34
  doing
• 10:34
  manual
• 10:34
  store
• 10:35
  rings
• 10:35
  on
• 10:35
  that.
• 10:35
  Well,
• 10:36
  eliminate
• 10:37
  the
• 10:37
  barcode
• 10:37
  altogether
• 10:39
  and
• 10:39
  go
• 10:39
  with
• 10:39
  a
• 10:40
  watermark
• 10:41
  and
• 10:41
  print
• 10:42
  that
• 10:42
  on
• 10:43
  your
• 10:43
  label
• 10:44
  and
• 10:44
  embed
• 10:45
  the
• 10:45
  weight
• 10:45
  and
• 10:46
  the
• 10:46
  Expiration
• 10:46
  date
• 10:47
  and
• 10:47
  everything
• 10:47
  else
• 10:48
  that
• 10:48
  you
• 10:48
  need
• 10:49
  within
• 10:49
  a
• 10:50
  watermark
• 10:50
  that
• 10:51
  nobody
• 10:51
  knows
• 10:52
  is
• 10:52
  there.
• 10:54
  You'll
• 10:55
  have
• 10:55
  to
• 10:55
  do
• 10:55
  a
• 10:55
  little
• 10:55
  bit
• 10:55
  of
• 10:55
  customer
• 10:56
  training
• 10:56
  on
• 10:56
  that
• 10:56
  because
• 10:56
  they're
• 10:57
  going
• 10:57
  to
• 10:57
  go,
• 10:57
  well,
• 10:57
  where
• 10:57
  do
• 10:58
  I
• 10:58
  scan
• 10:58
  this?
• 10:58
  But
• 10:59
  eventually
• 11:00
  people
• 11:00
  do.
• 11:00
  People
• 11:01
  are
• 11:01
  trainable,
• 11:01
  believe
• 11:01
  it
• 11:02
  or
• 11:02
  not.
• 11:02
  Yeah,
• 11:03
  well,
• 11:03
  that,
• 11:04
  that's
• 11:04
  the
• 11:04
  interesting
• 11:05
  thing
• 11:05
  too.
• 11:05
  And
• 11:05
  Dave,
• 11:05
  I
• 11:05
  mean
• 11:05
  you're
• 11:06
  like
• 11:06
  a
• 11:06
  week,
• 11:06
  you're
• 11:07
  like
• 11:07
  a
• 11:07
  weak
• 11:07
  former
• 11:08
  at
• 11:08
  Schnooks
• 11:09
  too.
• 11:09
  So
• 11:09
  we're
• 11:09
  going
• 11:09
  to
• 11:09
  give
• 11:09
  you
• 11:09
  some
• 11:10
  credit
• 11:10
  for
• 11:10
  that.
• 11:10
  So
• 11:11
  we
• 11:11
  give
• 11:11
  you
• 11:11
  some
• 11:11
  time
• 11:11
  to
• 11:11
  acclimate
• 11:12
  to,
• 11:12
  to
• 11:13
  your
• 11:13
  new
• 11:13
  new
• 11:13
  position
• 11:13
  in
• 11:14
  life.
• 11:14
  But,
• 11:14
  but
• 11:15
  the
• 11:15
  other
• 11:15
  part
• 11:15
  about
• 11:15
  this
• 11:16
  that
• 11:16
  I
• 11:16
  really
• 11:16
  like,
• 11:16
  which
• 11:17
  you
• 11:17
  kind
• 11:17
  of
• 11:17
  brought
• 11:17
  up
• 11:17
  there
• 11:17
  at
• 11:18
  the
• 11:18
  end
• 11:18
  a
• 11:18
  little
• 11:18
  bit
• 11:18
  tangentially,
• 11:19
  is
• 11:20
  for
• 11:20
  those
• 11:20
  ethical
• 11:21
  customers
• 11:22
  that
• 11:22
  are
• 11:22
  not
• 11:22
  trying
• 11:22
  to
• 11:22
  game
• 11:23
  the
• 11:23
  system
• 11:23
  by,
• 11:24
  you
• 11:24
  know,
• 11:24
  scanning
• 11:25
  bananas
• 11:25
  when
• 11:25
  they're
• 11:25
  actually
• 11:25
  trying
• 11:26
  to
• 11:26
  buy
• 11:26
  a
• 11:26
  salad.
• 11:27
  Over
• 11:28
  time,
• 11:28
  this
• 11:28
  actually
• 11:29
  introduces
• 11:30
  the
• 11:30
  idea
• 11:30
  of
• 11:30
  a
• 11:30
  simpler,
• 11:31
  faster
• 11:32
  self
• 11:32
  checkout
• 11:32
  experience
• 11:33
  for
• 11:33
  the
• 11:33
  average
• 11:33
  consumer
• 11:34
  too.
• 11:34
  Right,
• 11:34
  Dave?
• 11:35
  Yeah,
• 11:36
  it
• 11:36
  is.
• 11:38
  Especially
• 11:39
  those
• 11:39
  items
• 11:40
  that
• 11:40
  you
• 11:40
  don't
• 11:40
  buy
• 11:40
  every
• 11:41
  day.
• 11:42
  Most
• 11:42
  people
• 11:42
  know
• 11:42
  what
• 11:43
  a
• 11:43
  banana
• 11:43
  is.
• 11:43
  4011.
• 11:44
  Right.
• 11:45
  So
• 11:46
  they
• 11:46
  can
• 11:46
  enter
• 11:46
  that
• 11:46
  or
• 11:46
  it's
• 11:47
  easy
• 11:47
  because
• 11:47
  it's
• 11:47
  a
• 11:47
  frequently
• 11:48
  bought
• 11:48
  item
• 11:48
  on
• 11:49
  self
• 11:49
  checkouts
• 11:50
  and
• 11:51
  most
• 11:51
  of
• 11:51
  the
• 11:51
  time
• 11:51
  self
• 11:52
  checkouts
• 11:52
  learn
• 11:52
  what's
• 11:53
  what
• 11:53
  you
• 11:53
  purchase
• 11:54
  there
• 11:54
  so
• 11:54
  that
• 11:54
  the
• 11:55
  menu
• 11:55
  item
• 11:55
  is
• 11:55
  going
• 11:55
  to
• 11:55
  show
• 11:56
  bananas
• 11:56
  first.
• 11:56
  But
• 11:57
  yeah,
• 11:57
  when
• 11:57
  you
• 11:57
  have
• 11:58
  that
• 11:58
  infrequent
• 11:58
  item,
• 11:59
  you're
• 11:59
  like,
• 11:59
  okay,
• 11:59
  what
• 11:59
  the
• 11:59
  heck
• 12:00
  is
• 12:00
  this?
• 12:00
  And
• 12:00
  you're
• 12:00
  looking
• 12:01
  on
• 12:01
  the
• 12:01
  container
• 12:01
  or
• 12:02
  you
• 12:02
  have
• 12:02
  to
• 12:02
  do
• 12:02
  the
• 12:03
  product
• 12:03
  look
• 12:03
  up,
• 12:04
  it's
• 12:04
  just
• 12:04
  easier.
• 12:04
  Set
• 12:05
  the
• 12:05
  thing
• 12:05
  on
• 12:05
  the
• 12:05
  scale
• 12:05
  and
• 12:06
  you're
• 12:06
  done.
• 12:06
  So
• 12:07
  quick,
• 12:08
  Ed,
• 12:08
  what's
• 12:08
  the
• 12:08
  PLU
• 12:09
  for
• 12:09
  tomorrow?
• 12:09
  God,
• 12:10
  I
• 12:10
  know.
• 12:10
  I
• 12:10
  was
• 12:10
  like,
• 12:10
  Dave,
• 12:11
  I
• 12:11
  have
• 12:11
  a
• 12:11
  lot
• 12:12
  of
• 12:12
  things
• 12:12
  trying
• 12:12
  to
• 12:12
  be
• 12:13
  stored
• 12:13
  in
• 12:13
  my
• 12:13
  memory
• 12:13
  bank,
• 12:14
  like
• 12:14
  my
• 12:14
  children's
• 12:15
  birth
• 12:15
  dates.
• 12:15
  I
• 12:16
  do
• 12:16
  not
• 12:16
  remember
• 12:16
  the
• 12:17
  PLU
• 12:17
  for
• 12:17
  bananas.
• 12:18
  But
• 12:18
  now
• 12:18
  it'll
• 12:19
  be
• 12:19
  ingrained
• 12:19
  in
• 12:19
  our
• 12:19
  memories.
• 12:22
  Well,
• 12:22
  Dave,
• 12:22
  I
• 12:23
  want
• 12:23
  to
• 12:23
  kind
• 12:23
  of
• 12:23
  shift
• 12:24
  gears
• 12:24
  a
• 12:24
  little
• 12:24
  bit.
• 12:25
  Talk
• 12:25
  about
• 12:26
  like
• 12:26
  what
• 12:26
  this
• 12:27
  has
• 12:28
  enabled
• 12:28
  for
• 12:29
  the
• 12:29
  rest
• 12:29
  of
• 12:29
  the
• 12:29
  store.
• 12:29
  Like
• 12:30
  when
• 12:30
  you
• 12:30
  were
• 12:30
  at
• 12:30
  Schnooks,
• 12:31
  you
• 12:31
  were
• 12:31
  all
• 12:32
  about
• 12:32
  the
• 12:32
  smart
• 12:32
  store,
• 12:33
  everything
• 12:33
  being
• 12:34
  connected.
• 12:35
  Is
• 12:36
  this,
• 12:36
  is
• 12:36
  this
• 12:37
  a
• 12:37
  technology
• 12:37
  that
• 12:37
  can
• 12:38
  work
• 12:38
  on
• 12:38
  its
• 12:38
  own?
• 12:39
  Does
• 12:39
  it
• 12:39
  get
• 12:39
  plussed
• 12:40
  up
• 12:40
  once
• 12:40
  it
• 12:40
  gets
• 12:40
  coordinated
• 12:41
  with
• 12:41
  other
• 12:41
  solutions
• 12:42
  in
• 12:42
  the
• 12:42
  store?
• 12:42
  Like
• 12:42
  how
• 12:42
  does
• 12:43
  it
• 12:43
  fit
• 12:43
  into
• 12:43
  that
• 12:44
  overall
• 12:44
  store
• 12:44
  operating
• 12:45
  system
• 12:45
  that
• 12:45
  I
• 12:46
  know
• 12:46
  you're
• 12:46
  a
• 12:46
  big
• 12:46
  fan
• 12:47
  of?
• 12:48
  It's
• 12:48
  truly
• 12:48
  seamless.
• 12:49
  Okay.
• 12:51
  It
• 12:51
  was
• 12:51
  really
• 12:52
  simple
• 12:52
  to
• 12:52
  do
• 12:53
  from
• 12:54
  our
• 12:54
  perspective,
• 12:56
  our
• 12:57
  point
• 12:57
  of
• 12:57
  sale,
• 12:57
  people
• 12:58
  just
• 12:58
  had
• 12:58
  to
• 12:59
  give
• 12:59
  the
• 13:01
  item
• 13:01
  a
• 13:01
  UPC
• 13:02
  number
• 13:03
  so
• 13:03
  that
• 13:03
  when
• 13:04
  we
• 13:04
  scanned
• 13:04
  it
• 13:04
  it
• 13:04
  had
• 13:04
  a
• 13:04
  upc.
• 13:05
  So
• 13:05
  from
• 13:05
  a
• 13:05
  store
• 13:06
  operations
• 13:06
  viewpoint
• 13:07
  they
• 13:08
  didn't
• 13:08
  notice
• 13:08
  the
• 13:08
  difference.
• 13:09
  It
• 13:09
  does
• 13:09
  help
• 13:09
  the
• 13:09
  front
• 13:10
  end
• 13:10
  efficiency
• 13:10
  because
• 13:11
  even
• 13:11
  the
• 13:11
  checkers
• 13:11
  now
• 13:12
  again
• 13:12
  they
• 13:12
  don't
• 13:12
  need
• 13:13
  to
• 13:13
  look
• 13:13
  up
• 13:13
  that
• 13:14
  plu.
• 13:14
  They
• 13:14
  just
• 13:15
  sit
• 13:15
  on
• 13:15
  the,
• 13:15
  on
• 13:16
  the
• 13:16
  scanner
• 13:16
  scale
• 13:17
  and
• 13:17
  go.
• 13:17
  I
• 13:18
  think
• 13:18
  it,
• 13:18
  you
• 13:18
  know,
• 13:18
  it,
• 13:19
  it
• 13:19
  has
• 13:19
  done
• 13:20
  a
• 13:20
  lot
• 13:21
  to
• 13:21
  alleviate
• 13:22
  loss.
• 13:23
  Okay.
• 13:24
  With,
• 13:24
  with
• 13:24
  very
• 13:24
  little
• 13:25
  touch
• 13:25
  from
• 13:25
  a
• 13:25
  store
• 13:25
  team's
• 13:26
  viewpoint.
• 13:27
  Dave,
• 13:27
  does
• 13:27
  it
• 13:28
  give
• 13:28
  the,
• 13:28
  does
• 13:28
  it
• 13:28
  give
• 13:29
  the
• 13:29
  self
• 13:29
  checkout
• 13:30
  attendant
• 13:30
  more
• 13:30
  confidence
• 13:31
  to
• 13:31
  go
• 13:31
  up
• 13:32
  to
• 13:32
  the
• 13:32
  person
• 13:32
  too
• 13:32
  if
• 13:33
  they
• 13:33
  are
• 13:33
  seeing
• 13:34
  that
• 13:34
  they're
• 13:34
  trying
• 13:34
  to
• 13:34
  scam
• 13:35
  bananas
• 13:35
  or,
• 13:35
  or
• 13:36
  does
• 13:36
  it
• 13:36
  just
• 13:36
  take
• 13:36
  it
• 13:36
  out
• 13:37
  of
• 13:37
  the
• 13:37
  equation
• 13:38
  completely?
• 13:38
  Like
• 13:38
  how's
• 13:39
  it
• 13:39
  like
• 13:39
  when
• 13:40
  it's
• 13:40
  combined
• 13:40
  with
• 13:40
  Ever
• 13:40
  Seen.
• 13:42
  So
• 13:42
  yeah,
• 13:43
  combined
• 13:43
  with
• 13:43
  ever
• 13:44
  seen
• 13:44
  it
• 13:45
  takes
• 13:46
  it
• 13:46
  out
• 13:46
  of
• 13:46
  the
• 13:46
  equation.
• 13:47
  I
• 13:47
  will,
• 13:47
  I
• 13:47
  will
• 13:47
  add
• 13:48
  one
• 13:48
  thing
• 13:48
  that
• 13:48
  we're,
• 13:49
  we're
• 13:49
  working
• 13:50
  on
• 13:51
  with
• 13:51
  our
• 13:51
  self
• 13:52
  checkout
• 13:52
  vendor
• 13:53
  which
• 13:54
  is
• 13:54
  Fujitsu
• 13:55
  is
• 13:57
  to
• 13:57
  eliminate.
• 13:59
  Well,
• 13:59
  let
• 13:59
  me
• 13:59
  back
• 14:00
  up.
• 14:01
  You
• 14:01
  can
• 14:01
  still
• 14:01
  today
• 14:02
  take
• 14:03
  the
• 14:03
  Piccadilly
• 14:04
  salad
• 14:04
  container,
• 14:04
  hold
• 14:05
  it
• 14:05
  off
• 14:05
  to
• 14:05
  the
• 14:05
  side,
• 14:06
  enter
• 14:06
  4011
• 14:07
  or
• 14:07
  press
• 14:08
  the
• 14:08
  bananas
• 14:08
  button
• 14:08
  and
• 14:09
  then
• 14:09
  set
• 14:09
  it
• 14:09
  on
• 14:09
  the
• 14:09
  scanner
• 14:10
  scale.
• 14:11
  And
• 14:12
  the
• 14:12
  scanner
• 14:12
  scale
• 14:13
  is
• 14:13
  not
• 14:13
  active
• 14:13
  at
• 14:13
  that
• 14:13
  point
• 14:15
  so
• 14:15
  it's
• 14:15
  not
• 14:15
  looking.
• 14:16
  And
• 14:17
  now
• 14:17
  everything's
• 14:18
  going
• 14:18
  to
• 14:18
  see
• 14:18
  it
• 14:19
  and
• 14:20
  you
• 14:20
  get
• 14:20
  the
• 14:20
  intervention
• 14:21
  but
• 14:21
  now
• 14:21
  you're
• 14:21
  still
• 14:21
  back
• 14:22
  into
• 14:22
  the
• 14:22
  same
• 14:23
  situation
• 14:23
  with
• 14:23
  the
• 14:24
  attendant
• 14:24
  having
• 14:24
  to
• 14:24
  intervene.
• 14:26
  What
• 14:26
  we're
• 14:27
  working
• 14:27
  with
• 14:27
  with
• 14:28
  Fujitsu
• 14:28
  and
• 14:29
  that
• 14:29
  is
• 14:30
  coming
• 14:30
  out
• 14:31
  shortly,
• 14:33
  I
• 14:33
  won't
• 14:33
  get
• 14:33
  to
• 14:33
  see
• 14:33
  it
• 14:33
  but
• 14:33
  I
• 14:34
  will,
• 14:34
  I'll
• 14:34
  be
• 14:34
  in
• 14:34
  the
• 14:34
  stores
• 14:34
  anyway
• 14:36
  is
• 14:37
  to
• 14:38
  wake
• 14:38
  up
• 14:38
  the
• 14:38
  scanner
• 14:39
  scale
• 14:40
  while
• 14:40
  the
• 14:41
  weight
• 14:41
  is
• 14:41
  settling
• 14:42
  and
• 14:42
  look
• 14:43
  across.
• 14:43
  It's
• 14:43
  a
• 14:44
  side
• 14:44
  scanner
• 14:44
  that
• 14:44
  really
• 14:45
  is
• 14:45
  going
• 14:45
  to
• 14:45
  work.
• 14:45
  Not
• 14:45
  the
• 14:45
  bottom
• 14:46
  scanner
• 14:46
  but
• 14:46
  the
• 14:46
  side
• 14:46
  scanner.
• 14:47
  Look
• 14:47
  across
• 14:48
  and
• 14:48
  see
• 14:48
  if
• 14:48
  you
• 14:48
  see
• 14:50
  a
• 14:50
  digimark
• 14:51
  watermark.
• 14:51
  If
• 14:52
  you
• 14:52
  do
• 14:52
  throw
• 14:52
  out
• 14:52
  what
• 14:52
  the
• 14:53
  customer
• 14:53
  put
• 14:53
  in
• 14:54
  and
• 14:54
  take
• 14:55
  what
• 14:55
  you
• 14:55
  read.
• 14:57
  So
• 14:57
  that's,
• 14:57
  that
• 14:58
  solves
• 14:58
  that
• 14:59
  problem.
• 14:59
  Again
• 14:59
  that
• 15:00
  contention
• 15:00
  point,
• 15:00
  it's
• 15:01
  you
• 15:01
  said
• 15:02
  on
• 15:02
  the
• 15:02
  scale
• 15:02
  doesn't
• 15:02
  matter
• 15:03
  if
• 15:03
  you
• 15:03
  did
• 15:03
  it
• 15:03
  before
• 15:04
  or
• 15:04
  after
• 15:04
  on,
• 15:05
  on
• 15:05
  the
• 15:05
  entry
• 15:05
  of
• 15:06
  the,
• 15:06
  the,
• 15:07
  the
• 15:07
  plue.
• 15:09
  It's
• 15:09
  going
• 15:09
  to
• 15:09
  get
• 15:09
  wrong
• 15:10
  is
• 15:10
  what,
• 15:10
  what
• 15:11
  it
• 15:11
  is.
• 15:12
  Got
• 15:12
  it.
• 15:13
  All
• 15:13
  right,
• 15:13
  so
• 15:13
  Dave,
• 15:14
  so
• 15:14
  let's
• 15:14
  get
• 15:14
  down
• 15:14
  to
• 15:14
  the
• 15:15
  hard
• 15:15
  facts
• 15:15
  here
• 15:15
  then
• 15:16
  to
• 15:16
  the
• 15:16
  brass
• 15:16
  tacks
• 15:17
  of,
• 15:17
  you
• 15:17
  know,
• 15:17
  making
• 15:17
  this
• 15:17
  successful.
• 15:18
  So
• 15:18
  I
• 15:19
  imagine,
• 15:19
  I
• 15:19
  imagine
• 15:20
  there
• 15:20
  is
• 15:20
  some
• 15:20
  hardcore
• 15:21
  ROI
• 15:21
  from
• 15:22
  this
• 15:22
  effort.
• 15:22
  Like
• 15:22
  what
• 15:23
  are
• 15:23
  some
• 15:23
  of
• 15:23
  the
• 15:23
  things
• 15:23
  that
• 15:23
  you
• 15:24
  saw
• 15:24
  in
• 15:24
  your
• 15:24
  time
• 15:24
  at
• 15:24
  Schnooks?
• 15:27
  So
• 15:27
  jury's
• 15:28
  still
• 15:28
  out
• 15:29
  but
• 15:29
  it
• 15:30
  is
• 15:30
  well.
• 15:31
  So
• 15:31
  especially
• 15:31
  on
• 15:32
  the
• 15:32
  wing
• 15:32
  containers.
• 15:32
  We're
• 15:32
  still
• 15:33
  rolling
• 15:33
  the
• 15:33
  wing
• 15:33
  containers
• 15:34
  Out.
• 15:34
  We
• 15:34
  have
• 15:34
  them
• 15:35
  in
• 15:35
  our
• 15:35
  warehouse.
• 15:36
  We're
• 15:36
  waiting
• 15:36
  for
• 15:36
  the
• 15:36
  stores
• 15:37
  to
• 15:37
  deplete
• 15:37
  their
• 15:37
  inventory
• 15:39
  and
• 15:39
  then
• 15:40
  roll
• 15:40
  the
• 15:40
  new
• 15:41
  containers
• 15:41
  out.
• 15:42
  But
• 15:42
  from
• 15:43
  a
• 15:43
  Piccadilly
• 15:44
  viewpoint,
• 15:47
  I
• 15:47
  was
• 15:47
  expecting
• 15:48
  a
• 15:48
  uplift
• 15:48
  in
• 15:49
  sales.
• 15:49
  Right.
• 15:49
  Okay.
• 15:50
  Now
• 15:50
  we're
• 15:51
  going
• 15:51
  to
• 15:51
  sell
• 15:51
  less
• 15:51
  bananas.
• 15:52
  Yeah,
• 15:53
  we're
• 15:53
  going
• 15:53
  to
• 15:53
  sell
• 15:53
  less
• 15:53
  bananas.
• 15:54
  Oh,
• 15:54
  right,
• 15:54
  right.
• 15:55
  Think
• 15:55
  about
• 15:55
  that.
• 15:55
  Yeah.
• 15:57
  The,
• 15:57
  the
• 15:58
  reality
• 15:58
  is
• 15:59
  we're
• 15:59
  seeing
• 16:00
  less
• 16:00
  shrink
• 16:01
  in
• 16:02
  Piccadilly.
• 16:03
  So
• 16:03
  we've
• 16:03
  seen
• 16:03
  a
• 16:04
  40%
• 16:04
  reduction
• 16:05
  in
• 16:05
  the
• 16:05
  amount
• 16:05
  of
• 16:06
  shrink
• 16:06
  associated
• 16:06
  with
• 16:07
  their
• 16:07
  salad
• 16:07
  bars.
• 16:08
  And
• 16:09
  the
• 16:09
  sales
• 16:10
  are,
• 16:10
  are,
• 16:11
  are,
• 16:11
  are.
• 16:12
  I'm
• 16:12
  not
• 16:12
  going
• 16:12
  to
• 16:13
  say
• 16:13
  flat,
• 16:13
  but
• 16:13
  the,
• 16:13
  the
• 16:14
  sales
• 16:14
  are
• 16:14
  remaining
• 16:15
  constant.
• 16:15
  Okay.
• 16:16
  Shrink
• 16:16
  is
• 16:16
  going
• 16:17
  down.
• 16:17
  Well,
• 16:18
  people
• 16:18
  now
• 16:19
  know
• 16:19
  they
• 16:19
  can't
• 16:19
  get
• 16:19
  away
• 16:19
  with
• 16:20
  it,
• 16:20
  so
• 16:20
  they
• 16:21
  stop
• 16:21
  trying.
• 16:22
  And,
• 16:23
  and
• 16:23
  I
• 16:23
  think
• 16:23
  that's
• 16:24
  the
• 16:24
  big
• 16:24
  thing
• 16:24
  is,
• 16:25
  okay,
• 16:26
  not
• 16:26
  getting
• 16:27
  this
• 16:27
  huge
• 16:27
  lift
• 16:27
  in
• 16:28
  sales,
• 16:28
  but
• 16:28
  we
• 16:28
  are
• 16:28
  getting
• 16:29
  this
• 16:29
  huge
• 16:29
  gain
• 16:30
  in,
• 16:31
  in
• 16:31
  loss.
• 16:32
  We're
• 16:32
  just
• 16:32
  not
• 16:32
  losing
• 16:33
  as
• 16:33
  much
• 16:33
  as
• 16:34
  much
• 16:34
  product.
• 16:34
  So
• 16:37
  the
• 16:38
  ROI
• 16:38
  is
• 16:38
  there.
• 16:38
  I
• 16:39
  mean,
• 16:39
  it
• 16:39
  far
• 16:39
  exceeded
• 16:40
  what
• 16:40
  we
• 16:40
  were
• 16:40
  expecting.
• 16:41
  And
• 16:41
  it's
• 16:41
  tough
• 16:42
  to
• 16:42
  prove
• 16:42
  the
• 16:42
  negative
• 16:43
  because
• 16:43
  you
• 16:43
  really
• 16:44
  don't
• 16:44
  know
• 16:44
  what
• 16:44
  your
• 16:44
  loss
• 16:44
  is.
• 16:45
  If
• 16:45
  you
• 16:45
  knew,
• 16:45
  you'd
• 16:45
  stop
• 16:45
  it.
• 16:46
  Right?
• 16:46
  Yeah.
• 16:47
  So
• 16:49
  it
• 16:50
  definitely
• 16:50
  has
• 16:50
  helped
• 16:50
  prove
• 16:51
  that
• 16:51
  negative.
• 16:52
  How
• 16:52
  long
• 16:52
  has
• 16:52
  the
• 16:53
  digimarc
• 16:53
  watermark
• 16:54
  been
• 16:54
  implemented
• 16:55
  at
• 16:55
  Chinooks
• 16:55
  at
• 16:55
  this
• 16:56
  point
• 16:56
  in
• 16:56
  time?
• 16:56
  We
• 16:56
  started
• 16:57
  the
• 16:57
  rollout
• 16:57
  of
• 16:57
  Piccadilly,
• 17:00
  I
• 17:01
  think
• 17:01
  July
• 17:01
  or
• 17:01
  August
• 17:02
  of
• 17:02
  last
• 17:02
  year.
• 17:03
  Hard
• 17:04
  for
• 17:04
  me
• 17:04
  to
• 17:04
  put
• 17:04
  my
• 17:05
  finger
• 17:05
  on
• 17:05
  it
• 17:06
  right
• 17:06
  off
• 17:06
  the
• 17:06
  top
• 17:06
  of
• 17:06
  my
• 17:07
  head.
• 17:07
  But
• 17:07
  we
• 17:07
  were
• 17:08
  fully
• 17:08
  deployed
• 17:10
  by
• 17:10
  January,
• 17:10
  where
• 17:11
  all
• 17:11
  the
• 17:11
  containers
• 17:12
  had
• 17:12
  been
• 17:12
  replaced
• 17:13
  within
• 17:13
  the
• 17:13
  stores.
• 17:14
  So
• 17:14
  we've
• 17:15
  gotten
• 17:15
  enough
• 17:15
  time
• 17:16
  to.
• 17:16
  To
• 17:16
  get
• 17:17
  a
• 17:17
  real
• 17:17
  good
• 17:17
  view.
• 17:17
  We
• 17:17
  can
• 17:18
  see
• 17:18
  the
• 17:18
  trend
• 17:18
  line,
• 17:18
  and
• 17:19
  the
• 17:19
  trend
• 17:20
  line
• 17:20
  on
• 17:20
  loss
• 17:21
  is
• 17:22
  downward.
• 17:22
  It's
• 17:23
  definitely
• 17:23
  going
• 17:23
  down.
• 17:24
  Got
• 17:24
  it,
• 17:24
  got
• 17:25
  it.
• 17:25
  So
• 17:25
  roughly
• 17:25
  a
• 17:25
  year
• 17:26
  you've
• 17:26
  been
• 17:26
  doing
• 17:27
  work
• 17:27
  in
• 17:27
  this
• 17:27
  arena.
• 17:28
  Okay,
• 17:28
  yeah.
• 17:30
  Wing
• 17:30
  containers
• 17:31
  will
• 17:31
  be
• 17:31
  the
• 17:31
  fun
• 17:31
  one
• 17:31
  because
• 17:32
  there's
• 17:32
  a
• 17:33
  lot
• 17:33
  of.
• 17:33
  Especially
• 17:33
  that
• 17:34
  black
• 17:34
  clamshell.
• 17:36
  It's
• 17:36
  funny
• 17:36
  when
• 17:37
  you
• 17:37
  watch
• 17:37
  the
• 17:37
  videos
• 17:37
  from
• 17:38
  above
• 17:38
  and
• 17:38
  that
• 17:38
  black
• 17:38
  clamshell
• 17:39
  opens
• 17:39
  up
• 17:40
  because
• 17:40
  people
• 17:41
  mess
• 17:41
  up
• 17:41
  all
• 17:41
  the
• 17:41
  time.
• 17:42
  You
• 17:42
  can
• 17:42
  actually
• 17:42
  see
• 17:42
  what's
• 17:42
  in
• 17:43
  there.
• 17:43
  It's
• 17:43
  like,
• 17:44
  wait
• 17:44
  a
• 17:44
  minute,
• 17:46
  that's
• 17:46
  not
• 17:46
  even
• 17:46
  wings.
• 17:48
  Right,
• 17:48
  so.
• 17:49
  Well,
• 17:49
  Dave,
• 17:49
  I
• 17:50
  want
• 17:50
  to
• 17:50
  talk
• 17:50
  about.
• 17:50
  You
• 17:51
  mentioned,
• 17:51
  you
• 17:51
  know,
• 17:51
  you
• 17:52
  kind
• 17:52
  of
• 17:52
  brokered
• 17:53
  the
• 17:53
  conversation
• 17:54
  between
• 17:54
  Piccadilly
• 17:55
  and
• 17:56
  digimark.
• 17:57
  How
• 17:57
  are
• 17:58
  you
• 17:58
  working
• 17:58
  to
• 17:59
  get
• 17:59
  vendors
• 18:00
  on
• 18:00
  board
• 18:00
  with
• 18:00
  this?
• 18:01
  Like.
• 18:01
  Or
• 18:01
  how
• 18:01
  were
• 18:02
  you
• 18:02
  at
• 18:02
  Schnooks?
• 18:03
  And
• 18:03
  how
• 18:03
  do
• 18:03
  you
• 18:04
  recommend
• 18:04
  that
• 18:05
  other
• 18:05
  retailers
• 18:05
  out
• 18:05
  there
• 18:06
  who
• 18:06
  are
• 18:06
  thinking
• 18:06
  about
• 18:06
  this
• 18:07
  kind
• 18:07
  of
• 18:08
  get
• 18:08
  those
• 18:08
  vendors
• 18:08
  on
• 18:09
  board?
• 18:09
  I
• 18:10
  think
• 18:10
  the
• 18:10
  big
• 18:10
  thing
• 18:10
  is
• 18:11
  to
• 18:11
  focus
• 18:11
  on
• 18:12
  what
• 18:12
  you
• 18:12
  can
• 18:12
  control
• 18:13
  within
• 18:13
  the
• 18:13
  store
• 18:14
  and
• 18:15
  get
• 18:15
  some
• 18:15
  momentum
• 18:17
  internally
• 18:18
  within
• 18:18
  the
• 18:18
  organization.
• 18:19
  Because
• 18:19
  the
• 18:19
  CPGs.
• 18:20
  Working
• 18:20
  with
• 18:20
  the
• 18:21
  CPGs
• 18:21
  is
• 18:21
  tough.
• 18:22
  Yeah,
• 18:23
  you
• 18:23
  can
• 18:24
  do
• 18:24
  it
• 18:24
  on
• 18:24
  your
• 18:24
  all
• 18:24
  of
• 18:25
  your
• 18:25
  own
• 18:25
  brands.
• 18:26
  You
• 18:26
  can
• 18:26
  control
• 18:27
  that
• 18:29
  and
• 18:29
  then
• 18:31
  let
• 18:31
  the
• 18:31
  momentum
• 18:33
  gain
• 18:33
  on
• 18:33
  that
• 18:34
  and
• 18:34
  let
• 18:35
  other
• 18:36
  larger
• 18:37
  retailers
• 18:38
  help
• 18:39
  assist
• 18:39
  with
• 18:39
  getting
• 18:40
  the
• 18:40
  CPGs.
• 18:41
  But
• 18:42
  you
• 18:42
  don't
• 18:42
  really
• 18:43
  have
• 18:43
  to
• 18:43
  work
• 18:43
  with
• 18:43
  the
• 18:43
  brands.
• 18:44
  You
• 18:44
  work
• 18:45
  with
• 18:45
  your
• 18:45
  brand
• 18:45
  marketing
• 18:46
  team
• 18:46
  to,
• 18:47
  to
• 18:47
  do
• 18:47
  it
• 18:48
  for
• 18:48
  your
• 18:48
  internal
• 18:49
  products
• 18:49
  and
• 18:49
  then
• 18:51
  eventually
• 18:51
  we'll
• 18:51
  get
• 18:52
  there
• 18:52
  with
• 18:52
  the
• 18:52
  CPGs.
• 18:53
  So
• 18:53
  there's
• 18:54
  enough
• 18:54
  benefit,
• 18:54
  you're
• 18:54
  saying
• 18:55
  just
• 18:55
  with
• 18:55
  internal
• 18:56
  products,
• 18:56
  the
• 18:56
  bakery,
• 18:57
  the,
• 18:57
  the
• 18:58
  bulk
• 18:58
  items,
• 18:59
  that
• 18:59
  kind
• 18:59
  of
• 19:00
  thing
• 19:00
  to
• 19:00
  see
• 19:01
  the
• 19:01
  return
• 19:01
  on
• 19:01
  investment
• 19:02
  here.
• 19:03
  And
• 19:03
  then
• 19:03
  you
• 19:03
  kind
• 19:03
  of
• 19:04
  go,
• 19:04
  you
• 19:04
  let
• 19:04
  the
• 19:04
  big
• 19:05
  players,
• 19:05
  the
• 19:05
  Krogers,
• 19:06
  the
• 19:06
  Walmarts
• 19:06
  kind
• 19:06
  of
• 19:07
  work
• 19:07
  with
• 19:07
  the
• 19:07
  CPGs
• 19:08
  to
• 19:08
  kind
• 19:08
  of
• 19:08
  get
• 19:08
  them
• 19:08
  on
• 19:09
  board
• 19:09
  long
• 19:09
  term.
• 19:10
  Right.
• 19:10
  What
• 19:11
  would
• 19:11
  you
• 19:11
  say
• 19:11
  would
• 19:11
  be
• 19:11
  the
• 19:12
  reason
• 19:12
  that
• 19:13
  more
• 19:13
  retailers
• 19:14
  haven't
• 19:14
  gotten
• 19:14
  on
• 19:14
  board
• 19:15
  with
• 19:15
  this
• 19:15
  already?
• 19:15
  I
• 19:15
  mean,
• 19:16
  obviously
• 19:16
  Schnooks
• 19:17
  is
• 19:17
  kind
• 19:17
  of
• 19:17
  a
• 19:17
  leader
• 19:17
  in
• 19:18
  the
• 19:18
  innovative
• 19:19
  grocery
• 19:19
  space.
• 19:20
  But
• 19:20
  are
• 19:21
  there
• 19:21
  any
• 19:21
  things
• 19:21
  that
• 19:21
  you
• 19:21
  think
• 19:22
  are
• 19:22
  keeping
• 19:22
  them
• 19:23
  for
• 19:23
  other
• 19:23
  retailers
• 19:24
  or
• 19:24
  other
• 19:24
  grocers
• 19:25
  from
• 19:25
  moving
• 19:25
  forward
• 19:25
  with
• 19:26
  this?
• 19:26
  Well,
• 19:26
  it's
• 19:27
  invisible.
• 19:29
  I
• 19:29
  mean
• 19:30
  seriously
• 19:31
  can't
• 19:31
  see
• 19:31
  it
• 19:32
  is
• 19:32
  if
• 19:32
  you
• 19:32
  can't
• 19:32
  see
• 19:33
  it.
• 19:33
  Yeah.
• 19:34
  And
• 19:34
  that's,
• 19:34
  you
• 19:35
  know,
• 19:36
  talking
• 19:36
  with
• 19:36
  digimark,
• 19:36
  it's
• 19:37
  like
• 19:37
  how
• 19:37
  the
• 19:37
  heck
• 19:37
  do
• 19:37
  you
• 19:38
  market
• 19:38
  something
• 19:38
  you
• 19:38
  can't
• 19:39
  see?
• 19:40
  And
• 19:41
  it
• 19:41
  is
• 19:41
  very
• 19:41
  difficult
• 19:42
  for
• 19:42
  folks
• 19:43
  to
• 19:43
  know
• 19:43
  about
• 19:43
  it.
• 19:44
  I've
• 19:45
  talked
• 19:45
  about
• 19:45
  it
• 19:46
  at
• 19:47
  grocery
• 19:47
  shop
• 19:47
  and
• 19:48
  whatnot
• 19:48
  in
• 19:48
  the
• 19:48
  past
• 19:49
  and
• 19:49
  people
• 19:49
  are
• 19:49
  what
• 19:49
  the
• 19:50
  heck
• 19:50
  is
• 19:50
  digimark?
• 19:50
  So
• 19:51
  they
• 19:51
  just,
• 19:52
  it's
• 19:52
  gaining
• 19:54
  visibility
• 19:55
  into
• 19:55
  what
• 19:56
  the
• 19:56
  product
• 19:56
  is.
• 19:57
  That
• 19:57
  is
• 19:57
  the,
• 19:58
  the
• 19:58
  difficult
• 19:58
  thing.
• 20:00
  So
• 20:00
  I
• 20:00
  think
• 20:01
  as
• 20:02
  more
• 20:02
  retailers
• 20:03
  start
• 20:03
  to
• 20:03
  do
• 20:04
  this
• 20:05
  and
• 20:05
  there
• 20:06
  are
• 20:06
  some
• 20:06
  very
• 20:06
  large
• 20:06
  retailers
• 20:07
  that
• 20:07
  are
• 20:07
  doing
• 20:07
  it
• 20:07
  for
• 20:08
  own
• 20:08
  brand,
• 20:08
  they
• 20:09
  have
• 20:09
  to
• 20:09
  remain
• 20:10
  anonymous.
• 20:10
  Although
• 20:10
  one
• 20:11
  of
• 20:11
  them
• 20:11
  was
• 20:11
  outed
• 20:12
  on
• 20:12
  TikTok
• 20:12
  a
• 20:13
  while
• 20:13
  back.
• 20:14
  So
• 20:15
  it
• 20:15
  is
• 20:15
  being
• 20:15
  done,
• 20:16
  it's
• 20:16
  being
• 20:16
  done
• 20:17
  within
• 20:18
  the
• 20:19
  government
• 20:19
  and
• 20:20
  in
• 20:21
  places
• 20:21
  that
• 20:21
  we
• 20:22
  don't
• 20:22
  know.
• 20:22
  So
• 20:23
  again,
• 20:24
  it's
• 20:25
  an
• 20:25
  invisible
• 20:25
  technology.
• 20:27
  It's
• 20:27
  really
• 20:27
  hard
• 20:28
  for
• 20:28
  people
• 20:29
  to
• 20:29
  become
• 20:29
  aware
• 20:29
  of
• 20:30
  it.
• 20:30
  Well,
• 20:30
  and
• 20:31
  Dave,
• 20:31
  how
• 20:31
  much
• 20:31
  does
• 20:32
  it,
• 20:32
  does
• 20:33
  the
• 20:33
  like
• 20:33
  measurement
• 20:34
  of
• 20:34
  success
• 20:35
  come
• 20:35
  into
• 20:35
  play?
• 20:35
  Like
• 20:35
  you
• 20:36
  talked
• 20:36
  about
• 20:36
  the
• 20:36
  reduction
• 20:37
  in
• 20:37
  shrink,
• 20:38
  not
• 20:38
  the
• 20:38
  increase
• 20:38
  in
• 20:39
  sales.
• 20:39
  Like
• 20:39
  do
• 20:40
  you
• 20:40
  think
• 20:40
  that's
• 20:40
  playing
• 20:41
  a
• 20:41
  role
• 20:41
  here
• 20:41
  in,
• 20:42
  in
• 20:42
  maybe
• 20:42
  how
• 20:43
  retailers
• 20:43
  should
• 20:43
  be
• 20:44
  thinking
• 20:44
  about
• 20:44
  the
• 20:45
  advantages
• 20:45
  of
• 20:45
  deploying
• 20:46
  something
• 20:46
  like
• 20:46
  digimark?
• 20:47
  I
• 20:47
  guess,
• 20:48
  I
• 20:48
  guess
• 20:48
  you
• 20:48
  will
• 20:49
  get
• 20:49
  an
• 20:49
  increase
• 20:49
  in
• 20:49
  sales.
• 20:50
  Right.
• 20:50
  So
• 20:50
  it's,
• 20:51
  it's
• 20:51
  both.
• 20:51
  Depending
• 20:52
  on
• 20:52
  what
• 20:52
  product
• 20:52
  you're
• 20:52
  using,
• 20:53
  you're
• 20:53
  going
• 20:53
  to
• 20:54
  get
• 20:54
  the
• 20:54
  Increase
• 20:54
  in
• 20:55
  sales?
• 20:56
  Because
• 20:56
  if
• 20:57
  you're
• 20:58
  putting
• 20:59
  two
• 20:59
  items
• 20:59
  together
• 20:59
  and
• 21:00
  you're
• 21:00
  scanning
• 21:00
  across.
• 21:01
  Well,
• 21:01
  scanner
• 21:01
  scales
• 21:02
  are
• 21:02
  smart
• 21:02
  enough
• 21:02
  to
• 21:02
  read
• 21:02
  both
• 21:02
  of
• 21:03
  them,
• 21:03
  right?
• 21:03
  Yeah,
• 21:04
  it'll
• 21:04
  see
• 21:04
  it.
• 21:06
  So
• 21:07
  that's
• 21:07
  the
• 21:07
  sales
• 21:08
  there.
• 21:08
  But
• 21:08
  then
• 21:09
  as
• 21:10
  people
• 21:10
  learn
• 21:10
  that
• 21:10
  they
• 21:10
  can't
• 21:11
  get
• 21:11
  away
• 21:11
  with
• 21:11
  this
• 21:11
  stuff,
• 21:11
  then
• 21:12
  they
• 21:12
  stop
• 21:12
  trying.
• 21:13
  And
• 21:14
  that's
• 21:14
  the
• 21:14
  big
• 21:14
  thing.
• 21:15
  Quit
• 21:16
  trying
• 21:16
  with
• 21:16
  us,
• 21:16
  go
• 21:17
  somewhere
• 21:17
  else
• 21:19
  and
• 21:20
  shrink
• 21:20
  is
• 21:21
  huge
• 21:21
  in
• 21:21
  the
• 21:21
  industry,
• 21:22
  so
• 21:22
  let's
• 21:23
  find
• 21:23
  ways
• 21:23
  to
• 21:23
  combat
• 21:24
  it
• 21:24
  there.
• 21:24
  But
• 21:25
  I
• 21:25
  want
• 21:25
  to
• 21:25
  hit
• 21:25
  on
• 21:25
  the
• 21:25
  CPG
• 21:25
  side
• 21:26
  of
• 21:26
  this,
• 21:26
  too.
• 21:26
  Like,
• 21:27
  are
• 21:28
  there
• 21:28
  use.
• 21:28
  Are
• 21:28
  there
• 21:29
  use
• 21:29
  cases
• 21:29
  for,
• 21:30
  like,
• 21:30
  the
• 21:30
  CPG
• 21:31
  products
• 21:31
  that
• 21:32
  are
• 21:32
  just
• 21:32
  on
• 21:32
  the
• 21:33
  shelf
• 21:33
  day
• 21:33
  in
• 21:33
  and
• 21:33
  day
• 21:34
  out?
• 21:34
  Like,
• 21:34
  if
• 21:35
  they
• 21:35
  started
• 21:35
  adapting
• 21:36
  invisible
• 21:36
  watermarks,
• 21:37
  is
• 21:37
  there
• 21:37
  a
• 21:37
  use
• 21:37
  case
• 21:38
  there
• 21:38
  that.
• 21:39
  That
• 21:39
  Ann
• 21:39
  and
• 21:39
  I
• 21:39
  are
• 21:39
  not
• 21:40
  aware
• 21:40
  of
• 21:40
  that
• 21:40
  you've
• 21:41
  been
• 21:41
  thinking
• 21:41
  about
• 21:41
  contemplating?
• 21:42
  And
• 21:42
  then.
• 21:42
  Yeah,
• 21:42
  and
• 21:43
  then,
• 21:43
  of
• 21:43
  course,
• 21:43
  yeah.
• 21:43
  What
• 21:43
  other.
• 21:44
  What
• 21:44
  other
• 21:45
  use
• 21:45
  cases
• 21:45
  are
• 21:45
  out
• 21:45
  there
• 21:46
  that
• 21:46
  you're
• 21:46
  excited
• 21:46
  about
• 21:47
  potentially,
• 21:47
  Dave,
• 21:48
  if.
• 21:48
  The
• 21:48
  CPGs
• 21:49
  would
• 21:49
  get
• 21:49
  on
• 21:50
  board,
• 21:50
  there'd
• 21:50
  be
• 21:51
  a
• 21:51
  huge
• 21:51
  amount
• 21:52
  of.
• 21:52
  Of
• 21:54
  additional
• 21:55
  capabilities
• 21:55
  that
• 21:55
  could
• 21:55
  be
• 21:56
  realized.
• 21:57
  Number
• 21:57
  one,
• 21:57
  they're
• 21:58
  going
• 21:58
  to
• 21:58
  get
• 21:58
  the
• 21:58
  sales
• 21:58
  on
• 21:59
  the
• 21:59
  front
• 21:59
  end.
• 21:59
  Right?
• 21:59
  It's
• 22:00
  going
• 22:00
  to
• 22:00
  improve
• 22:00
  the.
• 22:01
  From
• 22:01
  a
• 22:01
  retailer
• 22:01
  perspective,
• 22:02
  it's
• 22:02
  going
• 22:02
  to
• 22:02
  improve
• 22:02
  their
• 22:02
  efficiency
• 22:03
  at
• 22:03
  the
• 22:03
  front
• 22:03
  end.
• 22:03
  I
• 22:04
  don't
• 22:04
  need
• 22:04
  to
• 22:04
  sit
• 22:04
  here
• 22:04
  and
• 22:04
  look
• 22:05
  for
• 22:05
  where
• 22:05
  the
• 22:05
  barcode
• 22:05
  is
• 22:05
  on
• 22:06
  the
• 22:06
  item.
• 22:07
  Pass
• 22:07
  it
• 22:07
  across
• 22:07
  the
• 22:08
  scale
• 22:08
  of
• 22:09
  the
• 22:09
  scanner.
• 22:09
  Okay,
• 22:10
  so
• 22:10
  now
• 22:11
  let's
• 22:11
  play
• 22:11
  that
• 22:11
  out
• 22:12
  for
• 22:12
  the
• 22:12
  future
• 22:12
  a
• 22:13
  little
• 22:13
  bit.
• 22:14
  Why
• 22:14
  even
• 22:16
  pass
• 22:16
  it
• 22:17
  across
• 22:17
  the
• 22:17
  scanner?
• 22:17
  Why
• 22:18
  not
• 22:18
  have
• 22:19
  a
• 22:19
  dome
• 22:20
  going
• 22:20
  back
• 22:20
  to
• 22:20
  the
• 22:21
  old
• 22:21
  dome,
• 22:21
  things
• 22:21
  above,
• 22:22
  above
• 22:22
  the
• 22:23
  conveyor.
• 22:23
  Right.
• 22:23
  And
• 22:24
  looking
• 22:24
  down
• 22:25
  and
• 22:25
  just
• 22:25
  reading
• 22:26
  it.
• 22:26
  So
• 22:26
  items
• 22:27
  move
• 22:27
  underneath,
• 22:28
  they
• 22:28
  get
• 22:28
  scanned
• 22:29
  automatically.
• 22:31
  A
• 22:31
  lot
• 22:31
  of
• 22:31
  things
• 22:31
  there
• 22:32
  from
• 22:32
  us
• 22:33
  also,
• 22:34
  you
• 22:34
  know,
• 22:35
  I
• 22:35
  think,
• 22:35
  you
• 22:35
  know
• 22:35
  that
• 22:36
  I
• 22:36
  mess
• 22:36
  around
• 22:36
  with
• 22:37
  robots
• 22:37
  a
• 22:38
  little
• 22:38
  bit.
• 22:39
  So
• 22:39
  if
• 22:40
  you,
• 22:40
  if
• 22:40
  you,
• 22:41
  if
• 22:41
  you
• 22:41
  have
• 22:41
  the
• 22:42
  SDK
• 22:42
  on
• 22:42
  the
• 22:43
  robot
• 22:43
  now
• 22:43
  and
• 22:44
  it
• 22:44
  can
• 22:44
  read
• 22:44
  it
• 22:45
  now,
• 22:45
  it
• 22:45
  knows
• 22:47
  with
• 22:47
  100%
• 22:48
  certainty
• 22:49
  that
• 22:49
  that
• 22:49
  item
• 22:50
  is
• 22:50
  what
• 22:50
  that
• 22:50
  item
• 22:51
  is.
• 22:53
  So
• 22:53
  the
• 22:53
  robots
• 22:53
  become
• 22:54
  even
• 22:54
  more
• 22:54
  efficient
• 22:55
  as
• 22:55
  well.
• 22:56
  That's
• 22:56
  really
• 22:56
  interesting.
• 22:57
  Yeah.
• 22:57
  And
• 22:57
  so,
• 22:58
  and
• 22:58
  then
• 22:58
  back
• 22:58
  to
• 22:58
  the
• 22:58
  first
• 22:59
  point.
• 22:59
  Like,
• 22:59
  the
• 22:59
  use
• 23:00
  case
• 23:00
  I'm
• 23:00
  thinking
• 23:00
  of
• 23:00
  is
• 23:00
  like
• 23:01
  always
• 23:01
  the
• 23:01
  yogurt.
• 23:02
  Like
• 23:02
  when
• 23:02
  all
• 23:02
  the
• 23:02
  yogurts
• 23:03
  look
• 23:03
  the
• 23:03
  same,
• 23:04
  the
• 23:05
  cashier
• 23:05
  is
• 23:06
  ringing
• 23:07
  them
• 23:07
  up
• 23:07
  the
• 23:07
  register
• 23:08
  like
• 23:08
  that.
• 23:08
  They
• 23:08
  are
• 23:09
  the
• 23:09
  same,
• 23:09
  but
• 23:09
  one's
• 23:09
  blueberry,
• 23:10
  one's
• 23:10
  chocolate,
• 23:11
  and
• 23:11
  they're
• 23:12
  just
• 23:12
  not
• 23:12
  bothering
• 23:12
  to
• 23:13
  scan
• 23:13
  them,
• 23:13
  they're
• 23:13
  just
• 23:13
  pushing
• 23:13
  them
• 23:14
  through.
• 23:14
  You're
• 23:14
  just
• 23:14
  saying,
• 23:14
  like,
• 23:15
  you
• 23:15
  could
• 23:15
  just
• 23:15
  push
• 23:15
  those
• 23:15
  all
• 23:16
  through
• 23:16
  and
• 23:16
  be
• 23:16
  really
• 23:16
  efficient
• 23:17
  and
• 23:17
  get
• 23:17
  your
• 23:17
  inventory
• 23:17
  accuracy
• 23:18
  a
• 23:18
  lot
• 23:18
  better
• 23:19
  as
• 23:19
  a
• 23:19
  result
• 23:20
  of
• 23:20
  that
• 23:20
  as
• 23:20
  the
• 23:21
  retailer
• 23:21
  and
• 23:21
  as
• 23:21
  the
• 23:21
  cpg.
• 23:22
  That's
• 23:23
  interesting.
• 23:23
  So
• 23:23
  the
• 23:23
  robots.
• 23:24
  Okay,
• 23:24
  what,
• 23:24
  is
• 23:24
  there
• 23:24
  anything
• 23:25
  else
• 23:25
  out
• 23:25
  there
• 23:25
  on
• 23:25
  the
• 23:25
  horizon
• 23:26
  that's,
• 23:26
  that's
• 23:27
  really
• 23:27
  cool
• 23:27
  to
• 23:28
  talk
• 23:28
  about?
• 23:30
  Let's
• 23:30
  talk
• 23:30
  about
• 23:31
  gift
• 23:31
  cards.
• 23:32
  Gift
• 23:33
  cards.
• 23:33
  Okay.
• 23:34
  I
• 23:35
  didn't
• 23:35
  know
• 23:35
  we're
• 23:35
  going
• 23:35
  to
• 23:35
  gift
• 23:36
  cards.
• 23:36
  All
• 23:36
  right,
• 23:36
  major
• 23:37
  fraud
• 23:37
  point.
• 23:37
  Yeah,
• 23:38
  yeah.
• 23:38
  So
• 23:38
  it's
• 23:39
  a
• 23:39
  major
• 23:39
  fraud
• 23:39
  point.
• 23:39
  And,
• 23:41
  and
• 23:41
  I've
• 23:41
  learned
• 23:43
  how
• 23:43
  that
• 23:43
  kind
• 23:43
  of
• 23:44
  works.
• 23:45
  So
• 23:45
  you
• 23:46
  go
• 23:46
  in,
• 23:47
  you
• 23:47
  stuff
• 23:48
  a
• 23:48
  bunch
• 23:48
  of
• 23:48
  gift
• 23:48
  cards
• 23:48
  in
• 23:48
  your
• 23:49
  backpack,
• 23:50
  they
• 23:50
  bring
• 23:50
  them
• 23:50
  home.
• 23:52
  Those
• 23:52
  blister
• 23:53
  packs
• 23:53
  can
• 23:53
  be
• 23:54
  opened
• 23:54
  by
• 23:54
  throwing
• 23:54
  them
• 23:54
  in
• 23:55
  the
• 23:55
  microwave.
• 23:56
  Softens
• 23:56
  the
• 23:56
  glue,
• 23:58
  you
• 23:58
  drop
• 23:59
  the
• 23:59
  gift
• 23:59
  card
• 23:59
  out
• 23:59
  of
• 24:00
  the
• 24:00
  bottom,
• 24:01
  you
• 24:01
  peel
• 24:01
  off
• 24:02
  the
• 24:02
  scratch
• 24:02
  off,
• 24:03
  you
• 24:03
  write
• 24:04
  down
• 24:04
  the
• 24:04
  pertinent
• 24:04
  information.
• 24:06
  And
• 24:06
  there
• 24:07
  are
• 24:07
  certain
• 24:07
  nation
• 24:08
  states
• 24:08
  that
• 24:09
  provide
• 24:09
  new
• 24:10
  scratch
• 24:10
  off
• 24:10
  stickers
• 24:11
  that
• 24:11
  you
• 24:11
  can
• 24:11
  put
• 24:11
  back
• 24:12
  over
• 24:12
  it,
• 24:13
  slide
• 24:13
  the
• 24:13
  card
• 24:14
  back
• 24:14
  in,
• 24:14
  seal
• 24:15
  the
• 24:15
  blister
• 24:16
  pack
• 24:16
  again,
• 24:17
  and
• 24:18
  nobody's
• 24:19
  the
• 24:19
  wiser.
• 24:19
  You
• 24:19
  bring
• 24:20
  it
• 24:20
  back
• 24:20
  into
• 24:20
  the
• 24:20
  store
• 24:20
  and
• 24:20
  you
• 24:21
  stack
• 24:21
  them
• 24:21
  back
• 24:21
  on
• 24:21
  the
• 24:21
  shelf.
• 24:22
  And
• 24:23
  these
• 24:23
  are
• 24:24
  state
• 24:25
  sponsored
• 24:27
  thieves
• 24:28
  that
• 24:28
  are
• 24:28
  out
• 24:28
  there
• 24:28
  that
• 24:29
  are
• 24:29
  doing
• 24:29
  this.
• 24:30
  They
• 24:30
  probably
• 24:30
  know
• 24:31
  the
• 24:31
  movement
• 24:31
  of
• 24:31
  that,
• 24:32
  that
• 24:32
  gift
• 24:32
  card
• 24:33
  better
• 24:33
  than
• 24:33
  the
• 24:33
  retailer
• 24:34
  does.
• 24:34
  And
• 24:35
  they'll
• 24:35
  know
• 24:35
  when
• 24:36
  that
• 24:36
  item
• 24:37
  is
• 24:37
  going
• 24:37
  to
• 24:37
  get
• 24:37
  sold.
• 24:38
  And
• 24:38
  then
• 24:38
  people
• 24:39
  hang,
• 24:39
  especially
• 24:39
  around
• 24:40
  the
• 24:40
  holidays.
• 24:40
  Right.
• 24:40
  People
• 24:41
  are
• 24:41
  hanging
• 24:41
  on
• 24:41
  to,
• 24:42
  hanging
• 24:42
  on
• 24:42
  to
• 24:43
  it
• 24:44
  and
• 24:44
  then
• 24:44
  they
• 24:45
  don't
• 24:45
  activate
• 24:45
  it
• 24:46
  immediately.
• 24:46
  But
• 24:46
  in
• 24:47
  the
• 24:47
  meantime,
• 24:48
  these
• 24:48
  nation
• 24:48
  states
• 24:49
  have
• 24:49
  grabbed
• 24:49
  the
• 24:49
  money
• 24:49
  and
• 24:49
  you're
• 24:50
  done.
• 24:51
  So
• 24:51
  I
• 24:52
  know
• 24:52
  with
• 24:53
  Blackhawk,
• 24:53
  digimark
• 24:54
  is
• 24:54
  working
• 24:54
  to
• 24:55
  embed
• 24:55
  the
• 24:55
  watermark
• 24:56
  into
• 24:58
  that
• 24:58
  scratch
• 24:59
  off
• 24:59
  that
• 25:00
  it
• 25:00
  now
• 25:01
  is
• 25:01
  an
• 25:02
  integral
• 25:02
  part
• 25:03
  of
• 25:03
  the
• 25:03
  packaging.
• 25:04
  So
• 25:04
  if
• 25:04
  that
• 25:04
  card
• 25:05
  comes
• 25:05
  out
• 25:06
  and
• 25:06
  it
• 25:06
  gets
• 25:06
  tampered
• 25:07
  in
• 25:07
  any
• 25:07
  way
• 25:07
  or
• 25:08
  the
• 25:08
  alignment
• 25:08
  changes
• 25:09
  in
• 25:09
  any
• 25:09
  way,
• 25:10
  watermark's
• 25:11
  not
• 25:11
  readable.
• 25:12
  So
• 25:12
  now
• 25:13
  you're
• 25:13
  fighting
• 25:14
  gift
• 25:14
  card
• 25:14
  fraud
• 25:15
  and
• 25:15
  I
• 25:15
  think
• 25:15
  that
• 25:16
  is
• 25:16
  going
• 25:16
  to
• 25:17
  be
• 25:17
  just
• 25:17
  freaking
• 25:17
  awesome.
• 25:18
  Yeah.
• 25:20
  So
• 25:20
  then
• 25:20
  it
• 25:20
  locks
• 25:21
  it
• 25:21
  out
• 25:21
  at
• 25:21
  purchase
• 25:22
  when
• 25:22
  the
• 25:22
  actual
• 25:22
  ethical
• 25:23
  customer
• 25:23
  goes
• 25:23
  to
• 25:24
  buy
• 25:24
  it.
• 25:24
  Is
• 25:24
  that
• 25:24
  what
• 25:24
  ends
• 25:25
  up
• 25:25
  happening,
• 25:25
  Dave?
• 25:26
  Yeah,
• 25:26
  it
• 25:26
  won't
• 25:26
  scan
• 25:27
  because
• 25:27
  the
• 25:27
  watermark
• 25:28
  doesn't
• 25:28
  align
• 25:29
  with
• 25:29
  the
• 25:29
  packaging.
• 25:31
  So
• 25:31
  they
• 25:31
  throw
• 25:31
  it
• 25:31
  out
• 25:32
  and
• 25:32
  get
• 25:32
  a
• 25:32
  different
• 25:32
  one
• 25:32
  off
• 25:32
  the
• 25:33
  shelf.
• 25:33
  Yeah.
• 25:35
  That's
• 25:35
  awesome.
• 25:36
  Oh
• 25:36
  my
• 25:37
  gosh,
• 25:38
  look
• 25:38
  at
• 25:38
  you.
• 25:38
  Nation
• 25:39
  states.
• 25:39
  First
• 25:39
  time
• 25:39
  we've
• 25:40
  ever
• 25:40
  had
• 25:40
  nation
• 25:40
  state
• 25:41
  dropped
• 25:42
  in
• 25:42
  an
• 25:42
  omnitalk
• 25:43
  interview.
• 25:44
  Dave.
• 25:44
  Nice
• 25:45
  job,
• 25:46
  Nation
• 25:46
  state.
• 25:47
  We
• 25:48
  know
• 25:48
  that's
• 25:48
  a
• 25:48
  huge
• 25:48
  issue.
• 25:49
  I
• 25:49
  mean,
• 25:49
  we
• 25:49
  have
• 25:49
  friends
• 25:50
  who
• 25:50
  work
• 25:50
  in
• 25:50
  AP
• 25:51
  at
• 25:51
  lots
• 25:51
  of
• 25:51
  retailers.
• 25:52
  And
• 25:52
  like
• 25:52
  you
• 25:52
  said,
• 25:52
  Dave,
• 25:53
  this
• 25:54
  gift
• 25:54
  card
• 25:54
  fraud,
• 25:55
  especially
• 25:55
  around
• 25:55
  the
• 25:55
  holidays,
• 25:56
  is
• 25:56
  a
• 25:56
  huge
• 25:57
  problem.
• 25:57
  So
• 25:57
  it's
• 25:57
  really
• 25:58
  cool
• 25:58
  to
• 25:58
  see
• 25:58
  like
• 25:59
  how,
• 25:59
  how
• 26:00
  digimark
• 26:00
  is
• 26:01
  extending
• 26:01
  this
• 26:01
  beyond
• 26:02
  beyond
• 26:03
  the
• 26:03
  bulk
• 26:03
  container
• 26:04
  use
• 26:04
  cases
• 26:05
  and
• 26:05
  really
• 26:05
  starting
• 26:06
  to
• 26:06
  make
• 26:07
  an
• 26:07
  impact
• 26:07
  for
• 26:07
  retailers
• 26:08
  in
• 26:08
  other
• 26:08
  spaces
• 26:08
  too.
• 26:09
  That's
• 26:09
  a
• 26:09
  great
• 26:09
  point.
• 26:10
  And
• 26:10
  actually
• 26:10
  I
• 26:10
  want
• 26:10
  to
• 26:10
  ask
• 26:11
  Dave
• 26:11
  about
• 26:11
  this
• 26:11
  without
• 26:11
  giving
• 26:12
  up
• 26:12
  anything,
• 26:12
  you
• 26:12
  know,
• 26:13
  sensitive.
• 26:14
  So
• 26:14
  you
• 26:15
  found
• 26:15
  success
• 26:15
  with
• 26:16
  the
• 26:16
  use
• 26:16
  case
• 26:16
  that
• 26:16
  we
• 26:16
  started
• 26:17
  this
• 26:17
  conversation
• 26:18
  with.
• 26:18
  Conversation
• 26:19
  around,
• 26:19
  which
• 26:19
  is
• 26:19
  around
• 26:20
  like
• 26:20
  the
• 26:20
  salad
• 26:20
  bar
• 26:22
  order
• 26:22
  of
• 26:22
  magnitude.
• 26:23
  What
• 26:23
  is
• 26:23
  the
• 26:23
  opportunity
• 26:23
  of
• 26:24
  the
• 26:24
  salad
• 26:24
  bar
• 26:24
  relative
• 26:25
  to
• 26:25
  gift
• 26:26
  card
• 26:26
  fraud?
• 26:26
  Just
• 26:27
  for
• 26:27
  our
• 26:27
  own
• 26:28
  edification
• 26:28
  and
• 26:28
  knowledge.
• 26:29
  I
• 26:29
  think
• 26:30
  that's
• 26:30
  up
• 26:30
  to
• 26:30
  individual
• 26:31
  retailers
• 26:31
  and
• 26:32
  how
• 26:32
  they
• 26:32
  treat
• 26:32
  this.
• 26:33
  Right.
• 26:34
  Because
• 26:34
  gift
• 26:34
  card
• 26:35
  fraud
• 26:35
  ultimately
• 26:36
  goes
• 26:36
  back
• 26:36
  to
• 26:39
  the
• 26:39
  provider
• 26:39
  of
• 26:39
  the
• 26:40
  cards
• 26:41
  and
• 26:42
  they're
• 26:42
  going
• 26:42
  to
• 26:42
  bear
• 26:43
  some
• 26:43
  of
• 26:43
  that
• 26:45
  in
• 26:45
  getting
• 26:45
  the
• 26:46
  money
• 26:46
  back
• 26:46
  for
• 26:46
  the
• 26:46
  customer
• 26:48
  and
• 26:48
  getting
• 26:48
  it
• 26:49
  to
• 26:49
  them
• 26:49
  is
• 26:50
  how
• 26:50
  does
• 26:50
  a
• 26:50
  retailer
• 26:51
  want
• 26:51
  to
• 26:51
  hand
• 26:51
  it?
• 26:51
  Do
• 26:51
  they
• 26:52
  want
• 26:52
  to
• 26:52
  just
• 26:52
  hand
• 26:52
  them
• 26:52
  off
• 26:52
  to
• 26:53
  the
• 26:54
  provider
• 26:54
  and
• 26:54
  make
• 26:55
  them
• 26:55
  deal
• 26:55
  with
• 26:55
  that?
• 26:56
  Or
• 26:56
  does
• 26:56
  the
• 26:56
  retailer
• 26:57
  say,
• 26:57
  okay,
• 26:58
  you
• 26:58
  know,
• 26:58
  you
• 26:58
  bought
• 26:58
  it
• 26:58
  in
• 26:59
  our
• 26:59
  store,
• 27:00
  we'll
• 27:00
  just,
• 27:00
  we're
• 27:00
  just
• 27:01
  going
• 27:01
  to
• 27:01
  eat
• 27:01
  it
• 27:01
  and
• 27:01
  we're
• 27:01
  going
• 27:01
  to
• 27:01
  refund
• 27:02
  your
• 27:02
  money
• 27:02
  for
• 27:02
  it.
• 27:03
  So
• 27:03
  it's
• 27:04
  up
• 27:04
  to
• 27:04
  the
• 27:04
  individual
• 27:04
  stores.
• 27:05
  But
• 27:06
  if
• 27:06
  you're
• 27:06
  eating
• 27:07
  a
• 27:07
  lot
• 27:07
  of
• 27:07
  that
• 27:07
  costs,
• 27:08
  which
• 27:09
  a
• 27:09
  lot
• 27:09
  of
• 27:09
  retailers
• 27:10
  do,
• 27:11
  there's
• 27:12
  a
• 27:12
  huge
• 27:12
  potential
• 27:12
  there.
• 27:13
  Especially
• 27:13
  if
• 27:13
  you
• 27:13
  do
• 27:14
  have
• 27:14
  the
• 27:14
  nation
• 27:15
  state
• 27:15
  that
• 27:15
  goes
• 27:15
  after
• 27:16
  you.
• 27:16
  And
• 27:16
  we've
• 27:16
  seen,
• 27:17
  you
• 27:17
  know,
• 27:17
  hundreds
• 27:18
  of
• 27:18
  thousands
• 27:18
  of
• 27:18
  dollars
• 27:19
  of
• 27:19
  gift
• 27:19
  card
• 27:20
  fraud
• 27:21
  at
• 27:21
  different
• 27:21
  retailers
• 27:23
  that
• 27:24
  never
• 27:24
  gets
• 27:25
  recovered.
• 27:25
  So.
• 27:26
  And
• 27:27
  particularly
• 27:27
  if
• 27:27
  you're
• 27:27
  doing
• 27:28
  your
• 27:28
  own
• 27:28
  branded
• 27:28
  gift
• 27:29
  cards
• 27:29
  too.
• 27:29
  Right.
• 27:29
  I
• 27:29
  got
• 27:30
  to
• 27:30
  think
• 27:30
  that's
• 27:30
  a.
• 27:30
  Yeah.
• 27:31
  Your
• 27:31
  own
• 27:31
  branded
• 27:31
  gift
• 27:32
  cards
• 27:32
  are.
• 27:33
  They're
• 27:33
  not
• 27:33
  too
• 27:33
  interested
• 27:34
  in
• 27:34
  that.
• 27:34
  They,
• 27:34
  they
• 27:35
  want
• 27:35
  the
• 27:35
  Nordstrom's,
• 27:35
  they
• 27:36
  want
• 27:36
  the
• 27:36
  Amazon
• 27:36
  cards
• 27:37
  in
• 27:38
  grocers,
• 27:38
  in
• 27:39
  groceries.
• 27:39
  Yeah.
• 27:40
  Yeah.
• 27:40
  So
• 27:41
  like
• 27:41
  a
• 27:41
  Target
• 27:41
  or
• 27:42
  a
• 27:42
  Walmart
• 27:42
  as
• 27:42
  an
• 27:42
  example
• 27:43
  might
• 27:43
  be
• 27:43
  a
• 27:43
  little
• 27:43
  bit
• 27:43
  different,
• 27:44
  I
• 27:44
  would
• 27:44
  assume.
• 27:45
  Yeah.
• 27:46
  Wow,
• 27:48
  Dave,
• 27:49
  this
• 27:49
  was
• 27:49
  amazing.
• 27:50
  Thank
• 27:50
  you
• 27:51
  so
• 27:51
  much.
• 27:51
  So
• 27:52
  insightful.
• 27:53
  I
• 27:53
  have
• 27:54
  two
• 27:54
  questions
• 27:54
  for
• 27:55
  you
• 27:55
  to
• 27:55
  conclude.
• 27:55
  One,
• 27:56
  if
• 27:56
  people
• 27:57
  want
• 27:57
  to
• 27:57
  get
• 27:57
  in
• 27:57
  touch
• 27:57
  with
• 27:58
  you,
• 27:58
  they
• 27:59
  want
• 27:59
  to
• 27:59
  tap
• 28:00
  your
• 28:00
  years
• 28:00
  of
• 28:00
  experience
• 28:01
  with
• 28:01
  innovation
• 28:02
  in
• 28:02
  the
• 28:02
  grocery
• 28:03
  space.
• 28:03
  Especially,
• 28:04
  what's
• 28:05
  the
• 28:05
  best
• 28:05
  way
• 28:05
  for
• 28:05
  them
• 28:06
  to
• 28:06
  get
• 28:06
  in
• 28:06
  touch
• 28:06
  with
• 28:06
  you?
• 28:08
  Well,
• 28:08
  they
• 28:08
  can
• 28:09
  connect
• 28:09
  with
• 28:09
  me
• 28:09
  on
• 28:09
  LinkedIn.
• 28:10
  Okay.
• 28:12
  I
• 28:12
  did
• 28:12
  set
• 28:13
  up
• 28:13
  an
• 28:13
  LLC.
• 28:14
  Now.
• 28:16
  What'S
• 28:17
  the
• 28:17
  name
• 28:17
  of
• 28:17
  the
• 28:18
  LLC,
• 28:18
  dare
• 28:18
  we
• 28:19
  ask?
• 28:19
  Well,
• 28:20
  it's
• 28:20
  Steck
• 28:20
  Consulting
• 28:21
  LLC.
• 28:21
  It's
• 28:22
  very
• 28:22
  original.
• 28:22
  Okay.
• 28:23
  Okay,
• 28:23
  perfect.
• 28:24
  But
• 28:24
  I
• 28:24
  think
• 28:24
  the
• 28:25
  best
• 28:25
  way
• 28:25
  to
• 28:25
  get
• 28:25
  me
• 28:25
  is
• 28:26
  through
• 28:27
  email.
• 28:27
  It's
• 28:28
  Dave
• 28:28
  M
• 28:29
  as
• 28:29
  in
• 28:29
  Mark
• 28:30
  Steck.
• 28:30
  S-t
• 28:31
  e
• 28:31
  c
• 28:31
  k
• 28:32
  mail
• 28:33
  dot
• 28:33
  com.
• 28:33
  Excellent.
• 28:34
  Okay,
• 28:35
  then
• 28:36
  if
• 28:36
  people
• 28:36
  want
• 28:36
  to
• 28:37
  connect
• 28:37
  with
• 28:37
  Digimarc,
• 28:38
  they
• 28:38
  want
• 28:38
  to
• 28:39
  learn
• 28:39
  more
• 28:40
  about
• 28:40
  invisible
• 28:41
  barcodes,
• 28:42
  the
• 28:42
  things
• 28:42
  they
• 28:42
  can't
• 28:43
  see
• 28:44
  but
• 28:44
  should
• 28:45
  know
• 28:45
  about.
• 28:45
  What's
• 28:45
  the
• 28:45
  best
• 28:46
  way
• 28:46
  for
• 28:46
  them
• 28:46
  to
• 28:47
  contact
• 28:47
  the
• 28:47
  Digimarc
• 28:48
  team?
• 28:50
  Go
• 28:50
  through
• 28:50
  their
• 28:50
  website
• 28:52
  digimarc.com
• 28:53
  and
• 28:53
  Digimark
• 28:54
  is
• 28:54
  with
• 28:54
  a
• 28:54
  C
• 28:54
  and
• 28:55
  not
• 28:55
  a
• 28:55
  K.
• 28:56
  So
• 28:58
  go
• 28:58
  through
• 28:58
  there
• 28:58
  and
• 28:58
  you
• 28:59
  can
• 28:59
  schedule
• 28:59
  a
• 28:59
  meeting
• 28:59
  with
• 28:59
  them
• 29:00
  through
• 29:00
  their
• 29:01
  website.
• 29:01
  Excellent.
• 29:02
  Thanks,
• 29:03
  Dave.
• 29:04
  All
• 29:04
  right.
• 29:04
  Well
• 29:05
  Dave,
• 29:05
  it's
• 29:05
  great
• 29:05
  to
• 29:06
  see
• 29:06
  you
• 29:06
  again.
• 29:06
  Always
• 29:07
  love
• 29:07
  getting
• 29:07
  to
• 29:07
  chat
• 29:08
  with
• 29:08
  you.
• 29:08
  I
• 29:08
  mean,
• 29:09
  seriously,
• 29:09
  you
• 29:09
  are
• 29:09
  anani's
• 29:10
  go
• 29:10
  to
• 29:10
  on
• 29:11
  pretty
• 29:11
  much
• 29:11
  anything
• 29:11
  related
• 29:12
  to
• 29:12
  technology
• 29:12
  in
• 29:13
  a
• 29:13
  retail
• 29:13
  operation.
• 29:14
  So
• 29:14
  thanks
• 29:15
  for
• 29:15
  taking
• 29:15
  the
• 29:15
  time
• 29:16
  to
• 29:16
  sit
• 29:16
  down
• 29:16
  with
• 29:16
  us
• 29:17
  today.
• 29:17
  And
• 29:17
  as
• 29:17
  always,
• 29:18
  to
• 29:18
  everyone
• 29:18
  out
• 29:19
  there
• 29:19
  listening
• 29:20
  live,
• 29:20
  watching
• 29:21
  live,
• 29:21
  I
• 29:21
  should
• 29:21
  say,
• 29:22
  or
• 29:22
  listening
• 29:23
  later.
• 29:23
  As
• 29:23
  always,
• 29:24
  be
• 29:24
  careful
• 29:24
  out
• 29:24
  there.