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SYNQY | SMARTLABEL: Helping Grocers Empower Shoppers

Many components factor into the process of a consumer making a decision—time, location, mood, past experience, common sense, lack of common sense, and even hunger levels and temperature. However, perhaps the most essential element is the level of information known revolving the decision, the knowledge of all of the pros and cons and vital details.

We can portray this by stepping into the sweaty boots of Jessica, your standard millennial consumer. Jessica has just gone on a 6-mile hike and has a hankering for some source of protein to feed and build her poor, sore muscles. She drives to the closest trusted grocery store in the area and heads over to the health and fitness section. On a shelf at the end of the aisle, Jessica sees a cylindrical container with a label reading “Protein Powder.” She picks it up and turns it over in her hands, searching for more information on its contents. All she can find is a phrase saying, “Contains components from various plants,” with no other data in sight.

What are these plants? How many grams of protein do they provide? Could Jessica be allergic to any of the ingredients and end up in the hospital? Nobody knows. She decides it’s not worth it to buy this product since she doesn’t have the information imperative to making the decision and leaves to go home with her deflated muscles. Two parties lose on this day: Jessica, and the grocery store that lost a sale.

It’s clear that consumers thirst for more knowledge on the products they’re considering for purchase. According to Mark Baum, SVP Industry Relations and Chief Collaboration Officer of the Food Marketing Institute, “Consumers are demanding information about the products they use and consume, which requires greater transparency and mechanisms to deliver that information.”

The SmartLabel™ strives to quench the shoppers’ desire by granting them access to detailed information on products which ranges from nutritional details, ingredients, and instructions on usage, to potential allergens and brand information.

However, a gap exists between where the shopper is (on the site of the retailer) and where the SmartLabel lives (on the manufacturer’s site). “SmartLabel content is typically hosted by the manufacturer and retailers have no control over how it will affect the overall mobile brand experience,” said Brian Kilcourse, Managing Partner, Retail Systems Research. SYNQY, the world’s first brand engagement platform, crosses that gap by giving retailers an easy way to add the SmartLabel content to their site and help keep consumers on their websites instead of sending them away.

The SYNQY SMARTLABEL managed service for retailers includes many unique features:

  • The full, integrated database of SmartLabel landing pages – including retailer private label brands
  • Dynamic placement on product listing pages, coupon pages, circulars and product detail pages – without any coding
  • Consistent, high-speed delivery of SmartLabel content in less than 1 second
  • Elimination of the administrative costs and logistical complexities from deploying the SmartLabel solution inside a retail site

SYNQY saves retailers’ time and money by offering a fully-managed SmartLabel service that can be set up in minutes, not months.  Through SYNQY, retailer websites will give shoppers all the essential product engagement and information they need to make informed decisions and more purchases. Over 90 consumer product goods companies and more than 25,000 products are expected to be in the SmartLabel™ program by the end of 2017.

Now, with SYNQY working with the GMA and the FMI to bring SmartLabel to retailers, consumers can get the answers to the questions they have on products, when they want them, and are free to buy the perfect protein shake tailored to their ambitious yet unique needs.  

Why should retailers deprive consumers of necessary knowledge, while also depriving themselves of revenue, when it can be provided so easily?

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