A product scanner apparatus includes an image capturing device to image an object using visible light. A first reading module is configured to attempt to read a barcode symbol in a captured image from the image capturing device. The barcode symbol provides an identification of the object when read. A second reading module is configured to attempt to read digital watermark information on a product tag affixed to the object. A controller is configured to control the image capturing device to capture an image of the object, control the first reading module to read the barcode symbol, and then control the second reading module to read digital watermark information only if the barcode symbol is successfully read. The product tag includes visible text printed on a surface thereof and the digital water information encodes discount information corresponding to the visible text.