Shopper Marketing - August 2017 - 101
By April Miller
Transparency is trust. It's building shopper
loyalty. It's winning a consumer when they
are choosing between products A and B. Failure to be transparent is not an option for any
brand or retailer wanting to succeed.
"If people are searching [for information
about a brand] and they can't find anything,
that absence of communication is actually
communication," says Deb Arcoleo, director,
product transparency, The Hershey Co. "Even
if it's as simple as we don't track something
at an individual SKU level, shoppers will make
assumptions about why the brand isn't sharing information."
The days of shoppers simply making purchase decisions based on taste, price and
convenience are gone. While those factors
are still considered, transparency is now the
overarching driver, as reported by Deloitte
Consulting in its "Capitalizing on the Shifting
Consumer Food Value Equation" report.
And this is not a Millennial thing. The report
noted that the behavioral shift is found across
age groups, income levels and regions, as well
as product categories.
Nearly two-thirds of consumers (64%) in a
recent Label Insight study said they would be
willing to switch to another food product if
they understood the ingredients, says Patrick
Our Virtual Roundtable
Managing Director -
Development, Path to
Officer, Label Insight
AUGUST 2017 SHOPPER MARKETING y