Recently, Consumer Goods Technology published an article about supermarket chain Kroger’s innovative approach to omnichannel commerce. Dubbed Program Mercury, its goal was to gather rich product data that could be shared with consumers online, provide Kroger with greater insights about shopper behavior and inform product decisions. Gathering the product data was a challenge, but well worth the effort, as Kroger is reaping these benefits and more, including better relations with brand owners and improved logistics and merchandising functions.
The industry can learn a lot from Kroger and Program Mercury. But at its core, the approach highlights the pivotal role quality product data plays in a successful omnichannel strategy. At Label Insight, initiatives like Program Mercury get us really excited because they validate our purpose. We’re all about helping consumers understand what’s in the products they use and consume. Our technology enables brands and retailers to provide this transparency — across all channels — through granular product data attribution.
(Our Co-Founder and VP of Data Dagan Xavier recently wrote about the full range of product data attribution benefits. For today, we’re sticking to all things omnichannel.)
A smart omnichannel strategy is all about helping consumers quickly find the products they want, when and where they want — no matter if they’re shopping online, in store or on their smartphone while in store. In short, your products need to be searchable, discoverable, accurately displayed. With granular product data attribution you can be all of these things.
Label Insight’s technology generates over 15,000 attributes, such as nutrients, ingredients and allergens, per product. When you have thousands of data points about a single product, you can answer just about any search query a consumer might type. For example, if a visitor to your site searches for gluten-free breads or low-sodium cereals, you can easily deliver a complete list of products.
If a visitor to your site searches for dairy-free cheese, it’s likely she is interested in other dairy-free products. With a customized recommendation engine fueled by granular product data, you can show site visitors products with similar attributes — whether it be marketing claims, ingredients or nutrient content — driving purchases and building trust along the way.
Granular product data will bolster your site SEO, improving the likelihood that your products appear when consumers search online for specific attributes. Let’s take a closer look. We headed over to Google and searched for “paleo cookies” and “peanut free snacks” — neither search result included a retailer or brand website on the first page. But we know there are lots of brands and retailers that cater to these needs. With granular product data, getting found is more likely.
In store, granular product data can inform how retailers stock shelves or aisles to meet specific dietary needs or interests, such as all natural, heart healthy and even clean labels. It’s as simple as segmenting product data based on a set of attributes defined by the retailer. From here, retailers gain a custom view of their product data, revealing all products that fit their requirements.
So how much work does it take to gather thousands of data points on every product in your portfolio or inventory? Don’t worry, getting granular with your product data doesn’t need to be painful. Label Insight’s SmartSPEC solution helps brands and retailers easily and accurately gather and analyze product data. It’s as simple as uploading your package flats to our cloud-based platform, then we do the rest.
So kudos to Kroger for its product data prowess and commitment to transparency. Now we want to know: Who’s next?
Ready to dive in? Let’s get started. Request a call today so we can learn more about your product data goals and how Label Insight can help.