Abstract: A code is applied to a part of the retail item or its packaging/label. The code is applied in a repeat pattern. The code is presented in an optical machine-readable format. Code markers are arranged at pre-defined positions within a matrix. An optical machine-readable orientation device indicates the correct orientation of the matrix, so that the position of the code markers within the correctly orientated matrix corresponds to a pre-defined sequence of code integers. The code corresponds to an existing barcode number for the retail item. The code is presented in a manner discreet enough to be part of the printed design of a label or packaging for the retail item, without changing the overall appearance of the printed design.