By Laura DiSciullo, GS1 US
Armed with unprecedented information access via smartphones, consumers have driven change more rapidly today than any other time in history. As a result, brands and retailers have now set their sights on new innovations to respond to the new needs tech-savvy consumers have brought to the surface.
As part of the new retail paradigm, the industry is placing an emphasis on expanding in-store consumer engagement with product packaging in many areas, including:
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- Getting consumers to look at their products first;
- Delivering on consumer demand for a convenient way to immediately access comprehensive and accurate information; and
- Leveraging digital capabilities to build loyalty.
As various forms of digital media compete for consumers’ attention, newer technologies are putting endless amounts of information into the hands of consumers via interactive packaging, at a time when in-store product research is peaking. Nearly three-quarters of respondents in a recent survey by RichRelevance said they use their mobile phone while shopping in a physical store. That percentage soars to 84% among Millennials.
The information standards organization, GS1 US, recently introduced a new solution, GS1 US Mobile Scan, which helps brands and retailers deliver the robust product information consumers seek. Offered in collaboration with Digimarc Corporation, it leverages a nearly invisible high performance barcode that enables trading partners to communicate timely brand-authorized product information to consumers, including coupons, additional product attributes, instructional videos, additional shopping assistance and other rich media via a simple smartphone scan.
As an example of how a platform like this works in the real world, a new mom who is health conscious sets out to the grocery store for pureed baby food. Mom finds what she decides to be the healthiest option after quickly and easily scanning the entire package, with no need to fumble around to find the barcode or QR code. She instantly accesses detailed information provided by the brand stating it is made from real fruits and vegetables and watches a video about the farm where the product is sourced. Even after the purchase, coupons and other information can be offered via scanning the product package for longer term engagement. Mom shares her positive experience by liking the brand on Facebook and talking to her friends about what an easy shopping experience she has had at that particular grocery store.
As technology enables more direct and meaningful engagement opportunities with consumers, examples like these are likely to play out across the retail industry all over the world. Scanning a product for more information is of course already happening — according to RichRelevance, 79% of consumers like being able to scan a product on a mobile device to obtain more information. Often, what consumers may find when they scan a product is a hodgepodge of inconsistent information, presented in a static, unorganized and difficult to navigate fashion. What this new platform can offer is timely, better quality information that is curated and customized by the brand or retailer.
The current combination of mobile technology and shopper expectations has created a perfect storm that is challenging brands and retailers to respond in new and different ways. With brands, retailers, app developers and marketers working together to step up the level and quality of consumer engagement through solutions like GS1 US Mobile Scan, the retail industry can more effectively address the demands of today’s consumer and provide the ultimate shopping experience.
Laura DiSciullo is the Senior Vice President, Solutions at GS1 US, overseeing the organization’s membership program and software tools. By taking a two-prong approach to address both internal and external needs, she has been able to create an environment for strong results, significantly increasing customer satisfaction and improving membership renewal rate. Prior to joining GS1 US, DiSciullo spent 20 years in the telecommunications industry and the contact center applications field, focused on how technology is used to deliver a customer experience resulting in greater satisfaction and lifetime value. DiSciullo graduated Magna Cum Laude with a BA in international relations from Texas Christian University and is a member of Phi Beta Kappa. She earned a MBA in economics and public policy from George Washington University.
