It’s no secret that transparency totally transforms product content and shapes the path to purchase. 78 percent of merchants report their product content exchange system cannot keep up with enhanced consumer demands for transparency. Today’s consumers base their purchasing decisions on information beyond the standard product label to attributes like ingredient origins and composition.
The adoption, traffic and engagement numbers for SmartLabel™ are all on the rise as the Grocery Manufacturers Association (GMA) looks to grow and mature this popular transparency initiative.
We are thrilled to announce our flagship venture into international transparency with the launch of the first SmartLabel pages in Canada this week. Our partnership with L’Oreal Garnier Haircare has enabled this expansion of the brand’s commitment to SmartLabel into the Canadian market, and we are proud to see these pages come to life. Product packaging will direct consumers via QR code to the dual-language SmartLabel pages, ultimately aiding to answer demands of transparency-driven consumers.
Nearly 4 in 10 consumers say they would switch to a new brand from a current preferred brand in favor of increased product transparency, and 73% of consumers would be willing to pay more for a product that offers complete transparency, according to a recent survey by Label Insight. The demand for transparency is clear, yet two of the most challenging categories in which to find information are those in which we come in contact the most - food and personal care products.
Many brands are currently deciding how to best approach upcoming changes to the Nutrition Facts Panel. But why update your packaging and product data for the new label and then go back and do it all over again for GMO disclosure? Plus, these are just the two current mandates that are part of a much larger consumer demand for product transparency that will continue to evolve. As brands seek to find the best way to answer this demand, many are choosing to participate in the SmartLabel initiative now to get ahead of the curve. Brands that adopt a "label it once" mindset and embrace a scalable and future-proof solution, such as SmartLabel, will be able to easily update their product data to respond to evolving regulation changes. SmartLabel is not a one-time, band-aid solution. It is a multifaceted, dynamic approach to delivering more complete and accurate information to your consumers while also complying with industry regulations. We thought it would be helpful to share some best practices for getting started with SmartLabel including how to plan for your data, organize your internal resources, prioritize your products, and create high quality SmartLabel pages.
GMO labeling is officially mandatory, and QR codes could become the new standard on the grocery aisle.
Owned brand. Store brand. Private label. Brand X. Typically thought of as generic products of questionable quality, no-frills packaging and basic typefaces, intended only for those on a strict budget. We were loyal to the big, national brands we trusted. Sure, when money was tight, we might have overlooked the stigma of owned brands because of the lower price, but when times got better, we’d return to our favorite national labels. And as the health and wellness trend grew with an ever-increasing focus on natural and organic foods, we willingly paid the price for what we perceived to be superior products and superior brands.
Industry leaders will integrate deep product attribution and QR code technology into their solutions for brands participating in the transparency initiative Label Insight the leading provider of SaaS data solutions that strengthen the connections between CPG brands, retailers and consumers, and Scanbuy, the global leader in mobile marketing solutions, have partnered to enhance their respective end-to-end solutions for helping brands participate in the SmartLabel initiative.
Implementing SmartLabel is no small task for a company. A lot of questions are asked as a brand decides if and how it will participate in this transparency initiative. Do we start with one product, or go live with all products? What product information is most important to consumers? How will we gather this information?
Welcome to SmartLabel™ Leaders, a series of interviews with the leading minds and organizations, brands and service providers fueling the SmartLabel transparency initiative forward.