Shopper Marketing - August 2017 - 102
FEATURE | TRANSPARENCY
Moorhead, Label Insight's chief marketing officer. He adds that 48% of shoppers feel they
are "not informed at all" after reading a product label and thus 76% search the internet for
Dietary restrictions, food safety law reform,
distrust of the food industry, allergies, consumers' thirst for knowledge, product recalls,
rapid growth of technology and social media
have all contributed to the need and desire
for brand and retail transparency.
To further understand how transparency is
affecting retail, we assembled a virtual roundtable to delve deeper into the issue.
What do we mean when we say
"transparency in retail"?
ARCOLEO: Making available to the shopper
the information he or she deems relevant to
the purchase decision.
JOAN DRIGGS: Way more than the product.
It's about shopper empowerment, with the
goal being that the shopper will feel trust in
and loyalty to the national and store-brand
products she buys. And that extends to the
retailer where she's making the purchase.
JIM FLANNERY: It's primarily about brands
and it doesn't matter if that is national, re-
gional, local or private label.
MOORHEAD: Transparency is a method of
keeping today's shoppers coming back and
attracting new customers by providing a
shopping experience more personalized to
What do we need to be transparent about?
MOORHEAD: The concern of each buyer varies. For some it's a lifestyle diet, while some care
about ethical treatment of animals or allergens
like tree nuts. Some of these are covered on
ingredient labels, but many are "off-pack" attributes that consumers can't easily find.
FLANNERY: It's well beyond what's on the label. For example, what is soy lecithin and why
is it in my product? Those kinds of questions.
How can companies keep up with
ARCOLEO: It's hard, but that's why I believe
SmartLabel is the right answer. I can zip in and
be on my way or spend more time.
[Editor's note: SmartLabel is an online tool
that gives people a way to get more detailed ingredient information about products. Each participating product has a specific landing page containing detailed information on ingredients and
" Transparency is an opportunity to
demonstrate that a brand or company is
on the consumer's side."
Joan Driggs, Path to Purchase Institute
y SHOPPER MARKETING AUGUST 2017