Shopper Marketing - August 2017 - 104
FEATURE | TRANSPARENCY
other product attributes, and the landing pages
are organized in a consistent format. Hershey was
the first company to have its products searchable
on SmartLabel. Led by the Grocery Manufacturers Association, SmartLabel is expected to have
34,000 searchable items by the end of 2017.]
MOORHEAD: Brands can address consumers'
top three pain points with SmartLabel's digital product pages.  Create a place where
they can find all the information consumers
need.  Define terms that may be confusing
or vague.  Break down ingredient lists, giving definitions about lesser-known ingredients like citric acid and xanthan gum.
ARCOLEO: There are governance rules; we
want that consistency to SmartLabel. It's one
of the few times in history where the best
y SHOPPER MARKETING AUGUST 2017
interests of consumers, companies and the
government match up.
Does SmartLabel replace a brand's own
FLANNERY: No. It's very synergistic. From
SmartLabel pages, you can go to a brand's
proprietary site, and vice versa.
MOORHEAD: Unilever integrated its SmartLabel pages to all of its brand sites. This created standardization of how product data
is provided and consolidated the process of
maintaining all 2,000-plus pages.
ARCOLEO: Additional information and storytelling can be done on your own websites,
your branded properties and your social media channels.