1. A method comprising: receiving imagery representing a retail packaged item from a digital camera, the retail packaged item including digital watermarking hidden therein; using one or more programmed electronic processors, analyzing the imagery to detect the digital watermarking; generating a graphic overlay including information obtained from the detected digital watermarking, the graphic overlay including a barcode or overt 2D symbology; integrating the graphic overlay onto the received imagery to yield modified imagery; communicating the modified imagery to a barcode reader or overt 2D symbology reader.