Tag Archives: The Kellogg Company

SmartLabel: Turning Technology and Transparency into Trust

Product transparency has been an ongoing conversation with manufacturers and brands as consumers are becoming more savvy, more connected, and more socially and environmentally conscience of their everyday food, beverage or household purchases. According a study from Bonfire Marketing, 63 percent of customers would buy from an authentic brand (Vision Critical 2016).

To Be, or Not To Be Transparent  – What’s the Bottom Line?

As Paul Norman, President & CEO, Kellogg’s stated in a release on GMO labelling last year, the focus on consumer trust is more important than ever before: “At our core, Kellogg’s believes in transparency and that people should know what’s in their food and where it comes from (Kellogg Company Newsroom 2016).” The promise to deliver product information to the general public is becoming less than a question of why, but now part of an overall strategy to ensure confidence and assurance to shoppers, especially brand loyalists. With legislative and regulatory policies enacted in past years, particularly regarding food safely (i.e. Food Safety Modernization Act (FSMA) of 2011), major manufacturers are moving to the forefront to support and empower the infomed consumer.

Product transparency also dismantles unreliable, third-party sources floating in the land of social media and the internet. By shutting down the ‘alternative facts’ of product composition and restoring company reputation, manufacturers are now taking back the control to compete for consumer attention and buying power –  by being upfront and honest.

The SmartLabel™ Revolution and How It’s Changing Shopper Knowledgeability

At the end of 2015, Grocery Manufacturers Association (GMA) announced the launch of SmartLabel™ –  a technological initiative in form of highly detailed, online landing pages to provide easy access to a plethora of information consisting of nutrition, ingredient, and other compelling facts on thousands of food, beverage and consumer products. With over 30 major companies taking part, the goal is simple: provide accurate product information for all to access in one place.

1WorldSync had the pleasure of partnering with Progressive Grocer and GMA to raise the torch and carry on the dialog with an insightful and informative webcast titled, SmartLabel: Turning Technology and Transparency into Trust – now available for on-demand viewing.

The webcast featured industry experts from Albertsons Companies and The Coca-Cola Co. as they thoroughly explained their full support and participation in the SmartLabel™ movement.

The webcast touched on the following:

  • Why transparency matters – shoppers are more inquisitive about their product choices resulting in a demand for full disclosure to fit personal lifestyle needs and wants.
  • How SmartLabel™ works, the criteria behind it, and the many ways users can access it
  • What manufacturers are doing to promote brand loyalty and trust by using real-time technology to share information (i.e. Coca-Cola’s QR coding) and understand customer purchase decisions.

Here’s the Real Deal…

As the SmartLabel™ portfolio continues to expand and gain serious traction this year (GMA projects 34,000 products to be available to consumers by the end of 2017), so will shoppers continue to pay close attention to what’s beyond the packaging label. With an unprecedented amount of brands vying for shoppers’ attention, the opportunity is vital to build loyalty from products that consumers know they can trust, and are safe. Let’s face it! Brand transparency isn’t going away anytime soon. Don’t take our word for it, just watch the webcast!

At 1WorldSync, our expertise is enabling brands and retailers to deliver trusted content to consumers. As a dependable partner to more than 25,000 brands and retailers, our SmartLabel Solutions is specifically designed to assist our customers deliver and distribute industry initiative requirements seamlessly and efficiently via the 1WorldSync Product Information Cloud. To learn more, click here.

 

References:

  1. Vision Critical, 2016. ‘13 stunning stats on brand trust and authenticity.’ https://www.visioncritical.com/authenticity-stats/
  2. Kellogg Company Newsroom, March 23, 2016.  ‘Statement from Paul Norman, President, Kellogg North America, on GMO Labeling.’ http://newsroom.kelloggcompany.com/news-releases?item=131647

Be Efficient. Be Compliant. Be Transparent.

This year more than 250 1WorldSync community members gathered in Austin, Texas for 1WorldSync Annual User Group, Americas to collaborate on hot topics under the theme: Be Efficient. Be Compliant. Be Transparent. With informative sessions addressing key industry pain points relating to supply chain efficiencies, regulatory compliance and any channel commerce, Annual User Group, Americas attendees heard how leaders in their community are addressing challenges and empowering their businesses for trusted product information exchange. As part of the dynamic agenda, fourteen 1WorldSync customers took the stage to share their success stories and attendees were treated to a special preview of The Attribute Graph (TAG) by 1WorldSync’s Chief Marketing Officer, Nick Parnaby.

The Fifth Annual Power of 1 Awards rounded out the event with General Mills, The Kellogg Company, Knights Apparel, McDonalds, Mondelez International and Walgreens each taking home an award for their significant contributions to product information exchange initiatives and the 1WorldSync community.

As the Diamond Sponsor of GS1 Connect 2015, which was co-located with 1WorldSync Annual User Group, Americas, 1WorldSync enjoyed an array of opportunities to continue to build upon the Be Efficient. Be Compliant. Be Transparent. theme. 1WorldSync CEO, Nihat Arkan, introduced the Wednesday keynote speaker to the GS1 Connect audience and 1WorldSync was the primary sponsor of the Wednesday night networking event, GS1 Connect on Rainey Street. Attendees to the 1WorldSync booth experienced the product information journey in the digital world, attended informative Major Release 3 1:1 sessions and engaged with leading recipients Target Corporation, The Kroger Company, Sam’s Club, SuperValu and Walmart.

New for 2015, 1WorldSync launched the 1WorldSync Events App which brought 1WorldSync and customer collateral, as well as dynamic community engagement right into the hands of attendees. The overwhelmingly positive feedback has ensured that 1WorldSync Annual User Group, Europe attendees will enjoy a similar digital experience. All in all, the week was a great success and we are excited to extend that success to 1WorldSync Annual User Group, Europe in September!