Building a reliable source of product information is the most important advice, which can be read in the rapport Beyond the Label. It is the only fitting reaction to the new power of consumers with smartphones. Beyond the label is a recently published survey, which was produced by Capgemini and commissioned by GS1 International. The report is on one of the biggest changes in the relationship between retail and shopper: the arrival of the smartphone. Power shift Because consumers and shoppers always have a smartphone with internet at their disposal there is a very quick change in the information position. The consumer looking for product information can find this in no time these days. It is not basic information such as the price of products, but especially about origin, ingredients and composition. In the future this will only increase. By integrating product information with social media and sites of comparison a totally new relationship is the result. The power shifts to the consumer in a stronger manner all the time. No result The research beyond the label acknowledges this change, but also sees a number of risks. The most important one is, that wrong, missing or incomplete information about products could cause exceptionally large damage to the assortment of brand name holders. An example in this report explains this. Say a young mother looking for baby food satisfying a certain allergy, scans with her smartphone a product on the shelf. If this jar does not show the information, but another jar offers the security and composition, then the choice is not difficult to make. Consumers and smartphones Capgemini publishes the most important figures about the present position in Beyond the label: 30 to 40% of smartphone owners have downloaded an app, with which barcodes can be read, the use of which increased by an enormous 1,600% in 2010 worldwide 40% of consumers say they would not to buy a product, when the information is wrong or not available. during a test it became clear that only 9% of the product information supplied by apps to be the same as the product information supplied by the manufacturer himself with 87% of the 9% successful search results no picture was supplied Bad data: no purchase It is also clear from the report, that consumers place much value on the fact, that the product information is correct, but also that it is available. They will even base their decision to buy on the product information supplied: 69% of the consumers are interested in information about nutrients 65% are looking for a list of ingredients 74% finds it important that product information is reliable 38% will not buy if they do not trust the product information on their smartphone 26% will leave an app alone in future, if wrong information was supplied once Work towards standard solution It is therefore clear that everybody in the retail chain has to work together in order to prevent serious damage because of bad product information. The development cannot be stopped and demands quick action and this can also be read in the recommendations by Capgemini's Beyond the label. The GS1 data pool
Image Link Flickr
offers the best opportunities for this. Where already proper attention is being paid to the quality of data in the B2B environment GS1 works together with the Consumer Goods Forum. At the moment work is being done to a concept, which is to form the backbone of the opening up of data bases with product information according to GS1-standard. We will keep you informed: Source: Fresh Plaza
Image Link Flickr
offers the best opportunities for this. Where already proper attention is being paid to the quality of data in the B2B environment GS1 works together with the Consumer Goods Forum. At the moment work is being done to a concept, which is to form the backbone of the opening up of data bases with product information according to GS1-standard. We will keep you informed: Source: Fresh Plaza
