Shopper Marketing - August 2017 - 107
" You're either in or you're not. You can't be
kinda, sorta transparent."
Jim Flannery, Grocery Manufacturers Association
ARCOLEO: Long before SmartLabel, Clorox
had an ingredient glossary on its site. It is a
little humorous, and it attempts to demystify
the ingredients. Ahold and its Nature's Promise line - they seamlessly built SmartLabel
into their online shopping portal.
MOORHEAD: Unilever. Last year they launched
SmartLabel across their entire U.S. product
portfolio. Pages showcase not only core product information but also attributes such as
growing methods and ingredient sources.
Any best practices you've come across?
FLANNERY: Embrace the idea that transparency is a strategy to help you build trust and
loyalty with your consumers. And don't get
overwhelmed. Start with one or two brands,
start with the required attributes, and then
add the voluntary attributes that are important to your customers. Take about six months
to build that out.
MOORHEAD: Understand what data you
have and what gaps need to get filled in. Delivering in transparency is only as good as the
data powering the effort. Getting your data
house in order is job one.
ARCOLEO: Start with farms and go up the
supply chain. Especially with food, we owe
it to the public to be really clear where food
comes from and why we make the decisions
with ingredient choice.
What about those who don't embrace
SATRAZEMIS: They could see a decrease in
loyalty for their brands. The more information, the better.
MOORHEAD: It erodes brand trust and hurts
the bottom line. Supply chain and ingredient
data is no longer optional if you want to win
ARCOLEO: If you think not doing so is going
to protect your brand, that's very misguided.
FLANNERY: The consumer will decide.
Do you have any parting thoughts?
DRIGGS: The shopper of the future is going
to be focused on their personal health and
wellness, and their personal safety. They are
going to be more empowered than ever to
make decisions based on their access to information. They will be looking for "partners," including businesses and products they believe
support their personal well-being. Transparency is an opportunity to demonstrate that a
brand or company is on the consumer's side.
FLANNERY: You're either in or you're not. You
can't be kinda, sorta transparent.
AUGUST 2017 SHOPPER MARKETING y