Product transparency has been an ongoing conversation with manufacturers and brands as consumers are becoming more savvy, more connected, and more socially and environmentally conscience of their everyday food, beverage or household purchases. According a study from Bonfire Marketing, 63 percent of customers would buy from an authentic brand (Vision Critical 2016).
To Be, or Not To Be Transparent – What’s the Bottom Line?
As Paul Norman, President & CEO, Kellogg’s stated in a release on GMO labelling last year, the focus on consumer trust is more important than ever before: “At our core, Kellogg’s believes in transparency and that people should know what’s in their food and where it comes from (Kellogg Company Newsroom 2016).” The promise to deliver product information to the general public is becoming less than a question of why, but now part of an overall strategy to ensure confidence and assurance to shoppers, especially brand loyalists. With legislative and regulatory policies enacted in past years, particularly regarding food safely (i.e. Food Safety Modernization Act (FSMA) of 2011), major manufacturers are moving to the forefront to support and empower the infomed consumer.
Product transparency also dismantles unreliable, third-party sources floating in the land of social media and the internet. By shutting down the ‘alternative facts’ of product composition and restoring company reputation, manufacturers are now taking back the control to compete for consumer attention and buying power – by being upfront and honest.
The SmartLabel™ Revolution and How It’s Changing Shopper Knowledgeability
At the end of 2015, Grocery Manufacturers Association (GMA) announced the launch of SmartLabel™ – a technological initiative in form of highly detailed, online landing pages to provide easy access to a plethora of information consisting of nutrition, ingredient, and other compelling facts on thousands of food, beverage and consumer products. With over 30 major companies taking part, the goal is simple: provide accurate product information for all to access in one place.
1WorldSync had the pleasure of partnering with Progressive Grocer and GMA to raise the torch and carry on the dialog with an insightful and informative webcast titled, SmartLabel: Turning Technology and Transparency into Trust – now available for on-demand viewing.
The webcast featured industry experts from Albertsons Companies and The Coca-Cola Co. as they thoroughly explained their full support and participation in the SmartLabel™ movement.
The webcast touched on the following:
- Why transparency matters – shoppers are more inquisitive about their product choices resulting in a demand for full disclosure to fit personal lifestyle needs and wants.
- How SmartLabel™ works, the criteria behind it, and the many ways users can access it
- What manufacturers are doing to promote brand loyalty and trust by using real-time technology to share information (i.e. Coca-Cola’s QR coding) and understand customer purchase decisions.
Here’s the Real Deal…
As the SmartLabel™ portfolio continues to expand and gain serious traction this year (GMA projects 34,000 products to be available to consumers by the end of 2017), so will shoppers continue to pay close attention to what’s beyond the packaging label. With an unprecedented amount of brands vying for shoppers’ attention, the opportunity is vital to build loyalty from products that consumers know they can trust, and are safe. Let’s face it! Brand transparency isn’t going away anytime soon.
At 1WorldSync, our expertise is enabling brands and retailers to deliver trusted content to consumers. As a dependable partner to more than 25,000 brands and retailers, our SmartLabel Solutions is specifically designed to assist our customers deliver and distribute industry initiative requirements seamlessly and efficiently via the 1WorldSync Product Information Cloud.
- Vision Critical, 2016. ‘13 stunning stats on brand trust and authenticity.’ https://www.visioncritical.com/authenticity-stats/
- Kellogg Company Newsroom, March 23, 2016. ‘Statement from Paul Norman, President, Kellogg North America, on GMO Labeling.’ http://newsroom.kelloggcompany.com/news-releases?item=131647