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Online Labeling and Marketing 5 June 2017
Online Labeling
and Marketing
5 June 2017
Agenda
• Introductions
• Part 1: Evolution of Retail
• Part 2: Key Trends
• Part 3: Interactive Print
• Part 4: Synchronization
• Discussion
Mike GradyGlobal Commercial Integration Manager
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Evolution of Retail
1996
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1996 – Amazon was Two Years Old
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Americans with Internet access spent fewer
than 30 minutes a month surfing the Web
Technology Advancement
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Amazon was 2 years old.
1998 2004 2007
Surprise !
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2015
Technology Increasingly Built into Our Lives
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Surprise ?
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Kroger ClickList
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Walmart
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The first touchpoint in every person’s pocket
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The Evolution of Retail
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Fundamental Shift in Thinking
From Point of Sale to Moment of Sale™
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Point of Sale
Where the product is
available
Dictated by
the retailer
Moment of Sale TM
How the consumer is
shopping
Consumer’s needs
come first
Package = Media = Content
The Pack is Always Present & Driving Moments of Sale
Package
outdoor
eCommerce
retailer websites
social
media
brand
website
packaging
brand apps
events magazines
POS / in-store
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Key Trends
Engagement | Buy Now | Personalization | Transparency
Engagement
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87% of Millennials want more!
Harris Poll: survey was conducted within the United States by Harris Poll on behalf of Digimarc from October 1-5, 2015 among 2,019 adults ages 18 and older
Buy Now
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3 Ways to Shop Target Catalogs1. Shop everything in this catalog at
Target.com/Homestyle2. Search for any product on Target.com
using the item number after the price3. Shazam any page to shop instantly
September 2015 2016 Deployments in Catalogs
Personalization
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Transparency
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https://www.yahoo.com/beauty/cvs-says-no-beauty-products-chemicals-174756187.html
Transparency
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The Value of Transparency
4 in 10 would switch
Nearly 4 in 10 consumers say they would switch to
a new brand from a current preferred brand in favor
of increased product transparency, according to a
recent study from Label Insight.
73% would pay more
Moreover, 73% of consumers would be willing to
pay more for a product that offers complete
transparency, the survey revealed.
http://www.foodbusinessnews.net/articles/news_home/Business_News/2016/11/How_Unilever_is_embracing_tran.aspx?ID=%7BB3C5DB43-CB5F-4002-A8A4-5A7BA786B1DC%7D
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Interactive Print
The rise of PHY-GITAL
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What can an Interactive Pack do?
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Chance to Win
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Brands can utilize technology to promote products and services in innovative ways
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Snap to Store
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Make a Difference with SelfiesFor each selfie shared with the filter, Wendy’s will
donated $5 toward finding a loving and caring family
for every child in foster care.
Additional Visitors 42,000
Within a Week
Catch the NoodleWhen it came time to announce recipe change, KHC wanted to be front in center so
consumer base was aware of the improvements. Snapchat and Kraft Macaroni &
Cheese partnered to create a playful Lens to take Snapchatters back to their childhood.
Say cheese!
Brand Favorability +5pt increase
Purchase Intent 13% Lift
From brand as Advertiser to brand as Entertainer
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Source: http://www.marketingdive.com/news/pepsi-flaunts-snapcodes-in-summer-giveaways/442609/
http://www.prnewswire.com/news-releases/pepsi-turns-up-the-heat-this-summer-with-release-of-limited-edition-pepsi-fire-300456129.html
From brand as Advertiser to brand as Entertainer
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Brand as a Part of History
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Synchronization
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We’ve learned that a product
is photographed an average of 8 times
with as many different points of view.
The 3D/CGI process is the better way.
Retailers Need Content Prior to Shelf
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Integration for Digital Product Imagery
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Prepress + Wireframe
Industry Standard Images: Traditional Product Pack Shots
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Product facings for e-commerce and
planogram applications
3 High Resolution Angled images for
e-commerce and marketing applications
Stand-alone imagery of NFP and ingredients
Data Sourced From :
MFR Direct Feeds, GDSN and
Legacy Systems
Scannable barcode images
for field use and product scoring
Comprehensive Need for Content
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Standard Hero Optimized
Target Destination Matters
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Sales Kits
& Presentations
eCommerce,
Print & Omni-channel
Optimized for
Omni-channel
Public Domain
From Standardized to Branded
Informed Design
for the Way People Shop
Internal
Use
Standard vs Photo-realistic
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Standard Photo-realistic
Source: *Omniture Clickstream from Tesco.com (2.4 million shoppers)
AVOID reading
VISUALLY SCAN images
IGNORE everything else
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Key Product Information
Based on How Consumer is Shopping
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(OPS™) Close In (OPS™) Brand OptimizedCurrent Web Image
Enhanced eComm Content
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Special Offers
Promotional Images
Video Clips
Prepared food images
In-Use Images
Relevant Size Images
Transitional Images
Recipes
58
Transition Images – Package Changes
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Relative Size Imagery
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Optimized Product Content
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Ab
ove
fo
ld
Min. 6 high
quality images Direct link to
other SKUs
Brand name
in title
Expanded product
description
Interactive/
inspirational content
Developing A+ product contentB
elo
w f
old
Optimizing for search
Amazon ranks search results by:
1. Relevance
2. Product sales performance
Optimize keywords on a regular
basis to achieve page 1 ranking
• Monitor related keywords that are
popular/trending
• Infuse these keywords in product
descriptions and page HTML
Enabling Distribution for the Digital Shelf
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Discussion
Nutrition Label Reform
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An effort to help families make
the healthy choice the easy choice
FDA aims to influence
The Moment of Sale TM
Challenges & Opportunities
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Nutrition Label Reform
Globalization Centralization Synchronization
Thank you
