Shopper Marketing - August 2017 - 106
FEATURE | TRANSPARENCY
What else can companies do?
EMMIE SATRAZEMIS: At Raley's, we help
educate our customers through our in-store
signage, online resources and wellness champions in stores.
FLANNERY: You need to make sure consumers can get information however they are predisposed to doing so. We also recognize there
are consumers who don't have smartphones,
so the brands' consumer services line have
the same SmartLabel information.
ARCOLEO: In March we launched a pilot,
Sourcemap - an online interactive mapping
tool. It shows consumers where ingredients
come from. The label tells you "what." This
takes you to "where" and "how."
y SHOPPER MARKETING AUGUST 2017
DRIGGS: Companies can put their market-
ing into initiatives that draw the consumer in
to learn more about them and forge a more
meaningful relationship. "Meet our cows.
Meet our farmers. Visit our plant. Look at our
clean energy trucks" - you name it. Chobani
is a good example.
Who else is getting it right?
FLANNERY: Kellogg's has its "Open for Breakfast" site. SC Johnson is another. With Bumble
Bee, you can find where your fish was caught.
SATRAZEMIS: Kind was the first snack bar
company to declare how many grams of added
sugar is in its products. Campbell's launched a
dedicated webpage, WhatsInMyFood.com.