Digimarc's Watermarking

We examined Digimarc's watermarking technology in the innovation center as an alternative to RFID.   " ... Digimarc has created an invisible watermark that allows bar-code information to be placed all over a product, making scanning easier and checkout faster. A company team used the technology to set a Guinness World Record for bagging groceries. Digimarc says the technology increases scanning capability by 50%  ... "   Not sure how widely this has been implemented.