《Salsify:透明产品数据的重要性分析报告-对欧洲消费者决策的影响(英文版)(22页).pdf》由会员分享,可在线阅读,更多相关《Salsify:透明产品数据的重要性分析报告-对欧洲消费者决策的影响(英文版)(22页).pdf(22页珍藏版)》请在三个皮匠报告上搜索。
1、THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSHow Retailer Strategy Is Evolving To Meet Emerging Consumer Expectations|REPORT vTABLE OF CONTENTSThe New Standards of Consumer BehaviorThe Shift in European Consumer BehaviorInnovation and Legislation as a Re
2、sponse to the Challenge of RepairabilityNew Challenges for Brands and RetailersWhen Transparency Becomes an Essential Tool for SalesDrive Gobal Commerce Performance With Salsify031205160720 v3 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSTHE NEW STANDARD
3、S OF CONSUMER BEHAVIOREuropean consumers increasingly want to lead healthier and more sustainable lifestyles,which is having a significant impact on their purchasing habits,including for food and other products,such as cosmetics and clothing.Consider the following prominent wants of European consume
4、rs:More local and nutritionally healthy products Eco-friendly products Fewer intermediaries,products lacking labels,and single-use items Fewer products with a Nutri-Score of D or EAmong European consumers surveyed,approximately 67%say they prefer to buy products that are better for the environment e
5、ven if they cost more,according to the European Commission.As reported by Eitfood,seven in 10 European consumers claim that they choose healthy foods over unhealthy food when they can.Moreover,the European Commission report states that 81%of the respondents prefer to shop closer to home and support
6、local businesses.The consumption patterns and behavior of European consumers have changed.Modern society and its unbridled consumerism has gradually given way to a new perspective and generational community that reflects on its choices and calls for retail professionals to offer products that meet t
7、heir expectations.Retailers and brands are beginning to build a virtuous circle.First,they put forward precise and transparent data on the materials,origins,and ingredients of a product and make them available to a broader audience.Scores,such as the Nutri-Score and Eco-Score,partially respond to th
8、is challenge.Secondly,they improve their ecommerce interfaces(for example,retail websites and apps)so that consumers can find the information they need with just a few clicks.Thanks to this cycle,many retailers and brands are now sharing product data via mobile apps,scrutinizing mass consumption pro
9、ducts,and enhancing product data,which are increasingly sought after by consumers daily.v4 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSFinally,when products are scored poorly,recipes are reviewed and amended.Companies are evolving to meet these expectat
10、ions and are encouraged to adapt more quickly and adjust their industrial processes.At the European level,these initiatives not only benefit retailers,such as Delhaize and Carrefour Belgium but also institutions,including the European Union,which is looking to roll out the food rating systems to all
11、 of its member countries.The repairability index attracts the attention of major international brands,such as Apple and Samsung.These projects are now well beyond the bounds of isolated initiatives they come from manufacturers and retailers.They cross national borders,reflecting a growing trend obse
12、rved among consumers:a European-wide,or even worldwide,phenomenon is underway,creating a new approach to shopping and labeling consumer products.So,how is this social phenomenon affecting mass consumption stakeholders?How can the mass distribution sector respond to this global phenomenon?Not only do
13、es this social phenomenon entail more transparency,but it also leads to raised awareness regarding the production of healthy and ethical products.Access to product information is soon becoming the norm,and,especially in the current environment,its becoming an important way for retailers and brands t
14、o stand out.When choosing between two retailers or two products,consumers turn to those that offer the most comprehensive information.This new white paper aims to provide several ideas and avenues to help decision-makers move forward more quickly in terms of access to product information.What criter
15、ia are now sought by consumers?Do they really influence their purchases?Do scores and labels effectively meet these expectations,which are constantly growing and evolving?How should retailers and brands respond to this new consumption model and turn product information into a competitive advantage?6
16、7%of Europeans prefer to buy products that are better for the environment even if they cost more,according to the European Commission v5 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSTHE SHIFT IN EUROPEAN CONSUMER BEHAVIORConsumers Want More Local and Mad
17、e in X ProductsEuropean consumers are becoming increasingly fond of local and sustainable products.They seek products that are good for their health,their loved ones,and the planet.Almost half of European consumers(49%)believe that it is an excellent way to support the economy and the job market(43%
18、).Twenty-five percent of Europeans surveyed hoped that,by buying local products,theyll reduce the environmental impact of their consumption.According to a 2020 study conducted by the European Commission,the majority of European consumers prefer buying closer to home and supporting local businesses.A
19、s a result,14%say that they would favor actions aimed at maintaining expertise,and 13%are against globalization.In 2018,an extensive study conducted by the French environmental organization Terre-net across 17 European countries highlighted consumers appetite for local produce.This enthusiasm was ex
20、plained by consumers perception of product quality(84%)and compliance with production conditions and procedures(81%).Ninety-four percent of respondents believe that products manufactured in their home country offer a guarantee of quality.The equivalent measure is 93%for products manufactured in the
21、consumers region.In the U.K.,supporting local agriculture has become a genuine concern for British shoppers:39%of respondents factored this into their purchasing decisions versus 27%in 2018.In 2021,Specialty Food magazine reported product origin is also an important criterion for 40%of consumers.Con
22、sumer appetite for these types of products has several explanatory factors.For six out of 10 French shoppers,the“made in France”label is associated with tradition,expertise,and quality.Shared benefits:According to the survey,84%of French shoppers say that they enjoy introducing their loved ones to p
23、roducts from their region,and an even higher percentage(89%)like to discover other regions.Ninety-six percent of respondents believe that it is essential for France to increase its capacity to produce food on its own soil.For the majority of shoppers surveyed,local and regional products are“an effec
24、tive means of supporting the local and national economy,”and 92%believe that regional products“create jobs that cannot be relocated.”v6 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSThe Influence of These Trends on the Purchasing JourneyConsumers are beco
25、ming increasingly attentive to their environmental footprint and have therefore understood that consuming locally leads to a reduction in carbon emissions.According to the EIT Food Trust report,seventy-six percent of those surveyed said that they feel a moral obligation to opt for products that are
26、good for the environment.“Consumers are increasingly aware of the fact that food grown closer to home lowers carbon emissions,is fresher,and supports the local economy,”explains Olly Abotorabi from IRI.“Local and national brands are starting to win over consumers hearts and minds,”he adds.In France,
27、there has been an increase in local produce and the purchase of products grown in the region.Ninety-nine percent of French shoppers consume regional products,and nine out of 10 French shoppers buy local products at least occasionally.The trend is continuing to grow:51%of French shoppers say they bou
28、ght more local produce than last year,with the figure reaching 61%among couples with children.The market for local products is estimated at 1.8 billion,which is equivalent to“2.2%of consumer products and is up by 6%,”according to milie Mayer,director of business intelligence at IRI.Demanding local a
29、nd sustainable products,European consumers are quicker to buy products with a“made in”label.According to a study by OpinionWay for the Insign Agency,64%of French shoppers purchased more“Made in France”products since the beginning of the COVID-19 pandemic,and 96%say that they consume just as much,if
30、not more,of these products than before.Approximately 41%of Spanish shoppers surveyed say that they buy“Made in Spain”products,reports Valencia Plaza.The European Commission study further reports 67%of consumers say that they prefer to buy products that are more environmentally friendly,even if they
31、are more expensive,and 23%say that they considered the environmental impact of most,or all,of their purchases.76%51%of those surveyed said that they feel a moral obligation to opt for products that are good for the environmentof French shoppers say they bought more local produce than last year v7 TH
32、E IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSConsumers Trust Transparent Brands and RetailersThese key figures show that consumers have greater trust in and are purchasing more from retailers and brands that meet their expectations and respond to their req
33、uirements for leading healthier and sustainable lifestyles.Consumers want more information about the products that theyre buying,but its not as simple as conducting product research.To illustrate,in France,a majority(60%)of individuals surveyed say that regional products are hard to identify.Accordi
34、ng to a Salsify study,while approximately 83%of French shoppers are becoming more informed about food products,54%of them have abandoned a purchase due to lack of information.Globally,retailers and brands are increasingly faced with challenges in providing transparent information about the products
35、that consumers want.Retailers and brands have started to adopt this virtuous circle in various industries,including electronics,food products,mass-consumption products,and fashion.Each sector now has to adapt and take into account certain circumstances to respond to these new consumption requirement
36、s.83%54%of French shoppers are becoming more informed about food productsof French shoppers have abandoned a purchase due to lack of informationINNOVATION AND LEGISLATION AS A RESPONSE TO THE CHALLENGE OF REPAIRABILITY v8 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROP
37、EAN CONSUMERSFrom Planned Obsolescence to the Repairability IndexFor household and electronic appliance manufacturers in France,the demand for transparency has caused a shift in the industry,from planned obsolescence to legal regulations that allocate a repairability rate to certain products.From th
38、e concept of planned obsolescence to the development of specific brands for servicing and repairs,it has not been an easy road,nor has it been quick.However,France is very much on track to dramatically increase the life span of consumer goods and give consumers incentives to repair their products.In
39、 2015,a National Institute of Consumption(INC)survey conducted in France showed that 92%of French shoppers were“convinced that household appliances and high-tech products were deliberately designed not to last.”Worse,“65%of them also said that they had thrown away an appliance or high-tech product t
40、hat was less than five years old because it was beyond repair.”At the same time,the French government listed and recognized planned obsolescence as a crime in the French Consumer Code.In 2017,a study by OpinionWay and Spareka for Ademe found:“Two-thirds of French shoppers said that their household a
41、ppliances were not easily repairable.”According to the same survey,however,“nearly half still prefer to try to repair them,especially when it comes to small appliances.”Yet,nearly“one in two French shoppers believes that manufacturers do not provide enough information.”In 2021,in response to this gr
42、owing sentiment,a new indicator emerged:the repairability index,which is compulsory across five categories:washing machines,smartphones,laptops,televisions,and electric lawnmowers.Created by the French Ministry of Ecological Transition,in collaboration with industrial associations,retailers,and cons
43、umers,the repairability index does not only help the consumer when theyre making a purchase but also aims to change their behavior for years to come.The repairability index must be visible at the time of purchase,and the documentation easily accessible online.The repairability index is a score out o
44、f 10 that takes various criteria into consideration:The price of spare parts,their life span,the technical nature of the device(when disassembled),and access to technical documentation.It comes with a whole range of measures on warranty terms,the availability of spare parts,and technical information
45、.This means its implementation involves the entire chain producers and retailers included.Manufacturers and brands have already implemented a number of initiatives to comply with the regulation and are now offering appropriate solutions that display data on products.According to the French Ministry
46、of Ecological Transition,brands and retailers have incorporated nearly 1,500 product references in just six months:80%of washing machines,more than 85%of smartphones,65%of televisions,and 50%of computers.v9 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSWh
47、en Repairability Morphs Into ServiceAfter several months of testing,the Fnac-Darty group believes that the project is a success,and as of 2021,it has employed 500 additional technicians.The group also favors repairs via a dedicated brand name,Wefix,which has almost 100 stores around France.These two
48、 announcements demonstrate the level of impact the repairability index is having.In the long term,this index will have to evolve into a sustainability index.Brands Are Taking the Challenge of Repairability by the HornsIn 2021,Jeux Video reported that it was reported Apple and Samsung began rating ce
49、rtain smartphones and computers to reflect their degree of repairability.Clubic reports that Microsoft has announced the launch of a vast study on the effect that its devices would have on the environment if they were more repairable,with the aim to improve in this area by the end of 2022.As Les Ech
50、os notes,Darty has published a survey of the sustainability of branded products based on the 2.5 million interventions that it performs each year.According to the French Ministry for Ecological Transition,the brands Boulanger Essentiel B,OnePlus,Crosscall,Wiko,Fairphone,Nokia,and Miele are already d
51、isplaying this information on all of their products.Local Producers and Stakeholders in a New EquationSeveral years ago,European retailers launched numerous initiatives,which are now being showcased across all sales channels,both in store and online.In the U.K.,Booths supermarkets are focusing on lo
52、cal production:80%of the meat sold in their stores comes from the region.At the height of the harvest season,30%of fruit and vegetables also come from local producers.The same goes for the Morrisons Group,which launched its“Local Foodmakers”program in 2017 and now lists 1,300 products from local man
53、ufacturers and producers.Morrisons priority is to list more locally grown products and to reduce the distance food travels to its stores.The aim is to allow consumers to purchase food that has been grown,collected,and packaged within 35 miles(56 km)of its stores.“Our customers tell us they like to s
54、upport local businesses and wantto be able to put local products in their shopping trolleys.We have listened and are looking for the next wave of British and local food makers to work with.”Andy Atkinson,Group Customer and Marketing Director,Morrissons,Reported by the BBCGerman retailer Rewe has com
55、mitted to long-term partnerships with farmers and growers via its“Rewe Local Partnerships”program,which it launched in January 2020.v10 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSIn Belgium,as reported in La Libre,Louis Delhaize has set up a healthy fo
56、od initiative that businesses can offer their staff.The concept of the initiative is employees of member companies receive a 20%discount on food products with a Nutri-Score of A or B,which is therefore healthier.In exchange,the company pays 60 per month,per member employee.In 2019,Delhaize first tes
57、ted the program with software company Unbox,and it was reported the 11,000 participants purchased substantially more products with a high Nutri-Score.The aim is to encourage employees to opt for a balanced diet and give them more purchasing power.“Local products can represent up to 1,000 item refere
58、nces and 5%ofa stores turnover.”Ludovic Holinier,Managing Director,Delhaize,CEO,CoraLaunched in France,in 2018,the“Producteurs dici”program is a partnership between the Intermarch brand and local producers.This national program aims to shine a spotlight on producers who work with their members and s
59、trives to showcase this collaboration.Cheese,wine,ice cream,eggs,and other locally sourced products can all be found on the supermarket shelves and are promoted through photographs in stores.The brand,part of Les Mousquetaires group,works with the Local Producers Agency(APL),which is made up of 15,0
60、00 local producers.As a result,the consumers appetite for local produce sourced from sustainable channels and sold by small producers brings new challenges to light:How can retailers adapt their ranges and stock an offer that fulfills these criteria?How can all producers,including the smallest produ
61、cers,develop a capacity to share their product data to respond to these needs?Adopting Scores:The Nutri-Score and Eco-ScoreFirst introduced in France in 2017,the Nutri-Score is an important indicator for consumers looking for nutritional information.While today the success of the initiative is widel
62、y recognized,at the time of its launch,it sparked a lively debate among the players in the fast-moving consumer goods(FMCG)market.As reported in Les Echos,the idea of establishing a scoring system based on the nutritional quality of food items officially emerged in France in 2014.The idea was actual
63、ly based on an initiative in the U.K.,where there is a“traffic light”system that assigns a color-coded rating based on the level of a certain nutrient contained in the product.The food industry community,however,believes that this stigmatizes certain foods over others,and above all,fails to address
64、the scientific complexity of the impact of certain components.There has been passionate debate among producers,especially regarding the issue of the“simplification”of the subject of nutrition and food.v11 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSThe
65、Nutri-Score also has a political and societal dimension,and the opinion of French shoppers has changed.As Ipsos notes in a poll:While nearly one in two French people considered themselves sufficiently informed on this matter(the nutritional quality of products)in 2016(45%),now only 28%share this opi
66、nion.The research study further indicates,the percentage of people who“completely”agree with this feeling has fallen sharply,from 14%to only 4%today.”In 2017,at the end of the consultation,the Nutri-Score came out on top.According to the Nutri-Score team,consumer organizations welcomed this outcome,
67、unlike the industry federations whose campaigning was in favor of the Simplified Nutritional Labeling System(SENS)system.In the fall of 2017,several industry giants,including PepsiCo,Coca-Cola,Unilever,Mars,and Nestl,announced they were discussing their own rating system,before joining the new stand
68、ard.Presently,there are an increasing number of stakeholders arguing for an improvement in the Nutri-Score.The Nutri-Score teams concede that Nutri-Score does not include the additives,degree of processing,or pesticides in products in its calculation.This is because it is not yet possible to develop
69、 a single synthetic indicator capable of covering all of these different dimensions,according to La Revue du Praticien.The Impact of Nutri-Score on SalesDoes displaying the Nutri-Score have an effect on the sales of consumer products?In 2019,as reported in Les Echos,a Nielsen study revealed increase
70、d sales for products with an A or B classification.The analysis,which covered 92,000 products,found an increase of 1.1%for A-rated foods and 0.8%for B-rated foods.Sales of products with a C and D classification saw respective declines of 1.1%and 0.2%.In 2020,a new study conducted by IRi confirmed th
71、is trend,finding a 4.9%increase in turnover for A-rated products,+2.1%for B products,+1%for C,+0.2%for D,and-2.3%for E-classified products.According to Les Marchs,the Nielsen agency reports 20%of the under-35 audience consider the Nutri-Score when making purchases,versus 16%in the 3549 group,14%in t
72、he 5064 group,and just 9%among the over-65 group.v12 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSIn France,the 2020 Convention Citoyenne(Citizen Convention)marked a key moment for the possibility of measuring the environmental impact of goods and servic
73、es.In France,the proposed Climate and Resilience law includes a proposition that aims to“implement a display system for informing consumers about the impact of goods and services on climate,”thereby covering the environmental impact in a more general sense,i.e.,the impact on not only the climate,but
74、 also on biodiversity,and the consumption of water and other natural resources.This carbon score then became known as the Eco-Score,which is a score out of 100.The initiative was adopted by about 10 private-sector companies,including ScanUp,Yuka,Marmiton,La Fourche,Seazon,FoodChri,Frigo Magic,Etique
75、ttable,and Open Food Facts,and in 2021,testing of the initiative was launched.To establish a rating,producers use Ademe(the French Environment and Energy Management Agency)data from the Life Cycle Analysis(LCA)database for food products,Agribalyse.This general data takes into account production,tran
76、sport,manufacturing,and packaging.There is additional product-specific data that the manufacturer must provide:“The additional indicators are used to cover other environmental issues not represented by the LCA,such as biodiversity,the protection of endangered species,and even local supply.”The manuf
77、acturer is responsible for the accuracy of the data.Aware of the stakes both for the climate and for their brand image manufacturers have been joining forces to test various methods and display systems.Whether the“planet-score”for food products or the Eco Beauty Score for cosmetics industry giants,a
78、 growing number of initiatives are being introduced.Although the Convention Citoyenne asked for the labeling to be widely applied by 2024,“this date seems premature,given the time needed to put in place the rigorous methodologies required,”states the government entity.Faced with the difficulty in cl
79、early representing the full impact on the climate and conflicting viewpoints,the French government decided to postpone the end of the test period until 2022,instead of the initial deadline planned for 2021.Efforts to enact it as a requirement at the European level will inevitably expand the debate.O
80、ne thing is certain:Shoppers concerns are not limited to one consideration.In France,a new score is currently being discussed by 27 manufacturers,including Sojasun,Gerbl,Danival,and Les 2 Vaches.The Planet-Score,which has been designed by the French Technical Institute for Organic Agriculture(ITAB),
81、is currently being trialed by the Biocoop and Lidl brands.More than 1,000 agrifood products will be assessed and given a score reflecting their environmental impact.Another upcoming ECO-SCORE:THE ENVIRONMENTAL IMPACT OF FOOD PRODUCTS v13 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION
82、-MAKING BY EUROPEAN CONSUMERSinitiative,this time from the French legislative body,is a new rating system called the rmunra-score,which assesses how much of a products value is returned to the producers.A Huge Shift in Awareness in the U.S.Seventy-eight percent of Americans claim that they are more
83、likely to buy a product that is clearly labeled as being environmentally friendly,and 64%say that they are prepared to pay more for these sustainable products,according to Greenprints Business of Sustainability Index.More than half(54%)of all consumers confirmed that the healthy nature of their food
84、 choices is a consideration that applies to more of their purchases now than in 2010.With nearly 209 million adults each spending 4,619.44(equivalent to about$4,802.83 in the U.S.)per month on consumer goods,demand is a very strong deciding factor for product manufacturing and collection-related dec
85、isions for retailers.Europe Pulls Ahead in Confidence and TransparencyWhile Americans report they are interested in purchasing sustainable products,74%of respondents say they do not know how to identify products that are actually good for the environment,notes Greenprint.More than 200 eco-labels hav
86、e been created in the U.S.by a set of nonprofit,lobbying,and industry organizations.This overabundance of eco-labels,and the resulting confusion for consumers,puts additional pressure on manufacturers,brands,and retailers.Indeed,they must select which of these certifications to target and then ident
87、ify how best to communicate to consumers their efforts to promote sustainable development.Today,the U.S.Environmental Protection Agency(EPA)has developed several eco-labels and measures to assess energy and water efficiency,the impact on environmental health and safety,refrigerant and vehicle emissi
88、ons,and recycled materials.Examples of EPA labels and initiatives:ENERGY STAR:The symbol for energy efficiency,supported by the U.S.government.Products can obtain the ENERGY STAR label if they meet energy efficiency requirements.Safer Choice:These products contain safer chemical ingredients to reduc
89、e their impact on human and environmental health.They are rigorously analyzed,ingredient by ingredient,and meet strict performance standards.Comprehensive Procurement Guideline(CPG):As part of the EPAs Sustainable Materials Management(SMM)initiative,this approach aims to reduce the use of materials
90、and their associated environmental impact over their entire life cycle.Currently,the CPG program covers 61 designated products in eight categories.v14 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSFood and Nutritional LabelsTwo government agencies regulat
91、e the sale and labeling of food products in the U.S.The Food and Drug Administration supervises the majority and requires nutritional labeling for most preprepared food products,such as bread,cereal,preserved and frozen food items,snacks,desserts,and beverages.Nutritional labeling is optional for ra
92、w(fruit and vegetables)and fish products.All labeling and packaging must be informative and accurate.For meat-,poultry-and egg-based products,standards requiring precise labeling and packaging information have been established by the U.S.Food Safety and Inspection Service,which is a public health ag
93、ency led by the U.S.Department of Agriculture.In 2017,these agencies collaborated to launch FoodKeeper,an application that collects nutritional data and information on shelf lives and which also supplies an application programming interface(API)through which other companies can build new technologie
94、s.As reported by Food Insight,a survey conducted in 2021 by the International Food Information Council finds more than half(54%)of Americans surveyed say that legal labels have an impact on their food and drink purchases,and approximately a quarter(24%)say that they bear a significant impact on thei
95、r decisions.DTC Brands Lead the ConversationMany small brands selling clothing and direct-to-consumer(DTC)goods launched over the past two decades hold an important place in the U.S.,thanks to their environmental image and rapid growth.From Seventh Generation washing-up liquid to TOM shoes,not to me
96、ntion Everlane shirts,the strategy of starting small with a specific product from sustainable sources,a streamlined website,and commitments,such as planting trees or making a donation to a charitable organization,is now a winning formula.From 2010 to 2016,and with only 1,500 T-shirts,Everlane became
97、 a 100 million-dollar company.Simply producing“shoes made from trees,”Allbirds has raised$75 million in venture capital funding and is valued at$1.4 billion.The company requires sustainable growth commitments from all of its suppliers and uses recycled cardboard packaging.American buyers expect bran
98、ds to share their values.Eighty-one percent of respondents expect businesses to be environmentally committed in their advertising and communications.However,these commitments do not always translate into facts.In 2020,only 0.5%of U.S.consumer spending was directly spent on sustainable products,accor
99、ding to the Nielsen agency.v15 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSLeading Brands Commit to New Manufacturing StandardsIn 2018,the Stanford Social Innovation Review reported more than 90%of CEOs state that the challenges presented by sustainabil
100、ity were crucial to the success of their business.Further,over the past three years,several businesses have drawn up strategies,marketed sustainable products and services,created job roles such as director of sustainable development,and published reports on the subject of investor and consumer inten
101、t.Numerous well-known American brands on the market are looking for ways to reduce their environmental impact during the product development phase.For example,Procter&Gamble has invested in advanced chemical techniques to develop a laundry detergent that can use cold water and is reducing its relian
102、ce on harmful chemicals.Packaging is another area where brands are directing their efforts.As part of its“A World Without Waste”initiative,the Coca-Cola Company has pledged to make its packaging 100%recyclable by 2025 and to use 50%recycled materials in its bottles and cans by 2030.Unilever is focus
103、ing much of its efforts on educating consumers.The company estimates that nearly 70%of its greenhouse gas emissions depend on how customers use and dispose of their products and that they can act on this by,for example,recycling bottles after use.Overall,the appetite for change among responsible con
104、sumers is a recurring topic.With an abundance of certifications defining sustainability and many companies incorporating it into their marketing and branding strategies,buyers need to navigate their way themselves and determine how much importance to place on saving the planet.v16 THE IMPORTANCE OF
105、TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSLocal Producers and the Importance of DigitizationA majority(71%)of French consumers say that the stores where they shop dont offer enough regional products.Small,local producers often function with low levels of digitization.C
106、ollecting product data can therefore be complex and time consuming.The need for this data collection is positioned at two different levels:the local level,where stores need to centralize exchanges and the collection of product information,and the national level,where retailers are directly affected
107、by strong consumer demand and must respond to expectations by redefining their assortments.Based on this observation,mass-market players appear to have several key tasks ahead of them.As for retailers,regardless of their model(i.e.,integrated or associate),they must allow stores to identify local su
108、ppliers and offer them to the teams tasked with managing data collection processes on their behalf,via a single tool.The stores,which do not have to collect the data directly,can then take advantage of this information and list the products online and in store.Relations with local suppliers are mana
109、ged through a single organization.In turn,thanks to an automated collection tool,local producers can benefit from professional data entry services,delivering high-quality product data to retailers so that they can access online sales.NEW CHALLENGES FOR BRANDS AND RETAILERS71%of French consumers say
110、that the stores where they shop dont offer enough regional products v17 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSImproving Environmental Certifications to Guide the ConsumerIts difficult for consumers to know whats what from the numerous environmenta
111、l labels and initiatives on the environmental performance of products and companies.According to the European Commission,there are currently more than 200 environmental labels within the European Union,and more than 80 extensive initiatives and methods for providing information on carbon emissions a
112、lone.Certification and labeling initiatives associated with the environment are nothing new:The first labels emerged in 1995,on household appliances,following a directive issued by the European Union.However,these labels were incomplete and,most of the time,only included some of the raw materials,on
113、ly accounted for the carbon emissions generated by the manufacturing process,or only focused on product use.As for environmental labeling,although initiatives have precedent,the implementation of a comprehensive indicator of the impact of a product or service on the climate continues to require comp
114、lex coordination.In France,in 2009,the Grenelle Environmental Forum set an objective to“informing the consumer of the ecological cost of goods and services.”Businesses were encouraged to conduct tests using the same assessment grid while remaining free to select the criteria for information display.
115、A Virtuous Circle in RetailCollaborative platforms facilitate the communication of data between retailers,manufacturers,and consumers.Manufacturers share,free of charge and in real time,all public information on their products(for example,composition,nutritional values,and allergens).By providing ac
116、cess to this data,collaborative platforms participate in the efforts to provide transparency to consumers.They can also easily develop thanks to real-time updates.All stakeholders have access to this up-to-date information and can exchange views accordingly.They are governed by rules to ensure the v
117、eracity of the shared data.v18 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSHow Reliable Product Data Can Improve a ScoreAs a pioneer of consumer transparency,gourmet food specialist Michel et Augustin has taken an interest in the Eco-Score and implement
118、ed a proof of concept(POC)with ScanUp.The response to this initiative has been a pleasant surprise.“We were thinking more and more about the environmental footprintof our products.Consumer expectations are no longer just about nutritional information.”Axel Diverrez,Innovation and Packaging Developme
119、nt Engineer,Michel et AugustinAnd for these famous“taste troublemakers”(the brands slogan),the feedback from consumers about the products has confirmed the success of their approach.The branding team quickly decided that they needed to address the issue.“Our fan community is particularly demanding,”
120、continues Diverrez.“Three years ago,0.2%of consumer feedback had to do with packaging.That number went up to 2%in 2019 and 6%last year.”While the Eco-Score takes many criteria into account,the packaging is a particular focus for consumers.“Its the most visible aspect,and its also the most frustratin
121、g one from their point of view,when it just gets thrown away,”explains Diverrez.In light of this growing environmental concern,the French brand views the arrival of the Eco-Score as an opportunity to improve their packaging,as well as to increase knowledge about the quality of the products and ingre
122、dients.With the ScanUp application,the brand has decided to set up a POC for data transmission,based on the Salsify Supplier Experience Management(SupplierXM)platform,for about 20 product listings chosen because they are popular with consumers.“There is a great diversity of products at Michel et Aug
123、ustin,which makes the concept appealing,”says Adrien Dumitresco,president and co-founder of ScanUp.“This also allows us to verify that our calculation tools are working properly.”The aim of this POC is to enable Michel et Augustin to share its product data on the platform with ScanUp and other apps
124、that use the Eco-Score.Secondly,the Eco-Score for each product can be recovered and shared,using the SupplierXM platform once again.After initial discussions to get started with simulating the Eco-Score,the various partners set up the data transfer to display the score on the app.There was a central
125、ization and collection phase,followed by a data optimization phase,which concerns both the materials used for packaging and the raw materials.“We checked that the fields were working well.Then we calculated and compared the scores with our own data,”explains Diverrez.ScanUp retrieves the information
126、 needed to calculate the Eco-Score according to the fields provided by the manufacturer,and the app then calculates the LCA.v19 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSThis yielded more accurate data since it is provided by the brand.Their efforts w
127、ere rewarded with some pleasant surprises,like when the Michel et Augustin spread went from an Eco-Score of“C”to“B”after the product information was shared on the SupplierXM platform.“Some elements of the calculations,which come from our estimates,go up when manufacturers,i.e.,those who have reliabl
128、e and updated data,give the origin of the ingredients,for example,”explains the ScanUp co-founder.“Out of a total of 120 product references,we achieved an unprecedented level of transparency on the 23 best-selling products in 2021,”says Diverrez.“This speaks to consumers but also to us as manufactur
129、ers.We think the scores are fair because they show that its not just the packaging that counts,but also the sourcing and production methods.A product containing chocolate or vanilla from Madagascar is different from a product made of 100%French-grown wheat.”For Dumitresco,this awareness among indust
130、ry players is also one of the great benefits of the initiative.Besides the rating,at Michel et Augustin,the Eco-Score is considered to be a real decision-making tool.“It helps us adjust and reduce our impact by prioritizing organic,French ingredients,and favoring sustainable,fair-trade exotic ingred
131、ients,therefore adopting a more holistic approach to the development of our products.”For Diverrez,“addressing this issue now will save us time in the future.”Customers Embrace Eco-ScoresAfter trialing the display of the Eco-Score on its Drive website,Carrefour published the results of studies carri
132、ed out with its customers.79%80%87%88%of customers think that the Eco-Score will help them to make more responsible choicesof the customers think that the logo was easy to understandof the customers indicate that they could make more responsible choices and change their buying habits to buy more pro
133、ducts with good Eco-Scoresof the customers believe that displaying the Eco-Score is a good idea v20 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSWHEN TRANSPARENCY BECOMES AN ESSENTIAL TOOL FOR SALESTransparency is no longer an option its the new normal,a
134、nd a global affair.Product data is a marketing tool in its own right and must be considered as an opportunity,for manufacturers and retailers alike,to build a new,even more,robust relationship with their consumers.Its also an opportunity to transform these new expectations into possibilities.Theres
135、no doubt that European consumers have changed,and that access to product information is now considered to be a basic consumer right.This way,to reinforce the bond of trust with consumers,retailers and brands must be able to respond to their customers demands.They have also become aware of the scale
136、of this phenomenon,for example,by putting small producers in the spotlight.Brands and retailers can use various technologies to provide clear information and improve transparency:Databases and collaborative projects,such as mobile applications giving consumers the ability to directly access product
137、information,or nutritional and environmental scores,so that they can find out more about the composition of a product and its impact.Collaborative platforms facilitate data sharing among manufacturers,retailers,and consumers by enabling real-time updates and controls to check the reliability and val
138、idity of data,especially in a context where consumer expectations are continually evolving.To fully satisfy customers,information must be comprehensive,correct,and up to date.Failing this,the buyer can easily be dissuaded.This means,moving forward,information on products must be made available to al
139、l.To do this,providing information is crucial for suppliers whether theyre small-scale producers or big-name brands which,in turn,makes the collaboration among all the mass-consumption stakeholders essential.The collection,exchange,updating,and sharing of this information is only possible if the man
140、agement of product data is fully digital.v21 THE IMPORTANCE OF TRANSPARENT PRODUCT DATA:EFFECTS ON DECISION-MAKING BY EUROPEAN CONSUMERSWhile it may be difficult to anticipate the new trends of the future,we can assert that consumer expectations,which are a matter for retailers and suppliers,have ne
141、ver been so high.Some players have gone the extra mile,deciding to turn new consumer demands into opportunities.Product information has become key to their marketing approach.At a time when some companies still hesitate to post their score,these brands have taken the opportunity to use these challen
142、ges to improve their products and demonstrate their willingness to evolve in order to meet their customers expectations.Salsify empowers brands,retailers,and distributors in over 100 countries worldwide to build shopper-centric,frictionless,and memorable commerce experiences.These experiences help i
143、ncrease brand trust,amplify product differentiation and assortments,boost conversion rate,grow profit margins,and speed time to market.Learn why the worlds largest brands like Mars,LOreal,Coca-Cola,Bosch,and GSK and retailers and distributors like E.Leclerc,Carrefour,Metro,and Intermarch use Salsify
144、 to stand out on the digital shelf.ABOUT SALSIFYDrive Gobal Commerce Performance With SalsifyRequest a guided demo of the Salsify Commerce Experience Management(CommerceXM)Platform to learn how it could help you evolve to meet the changing demands of shoppers worldwide.REQUEST DEMOSALSIFY WEBSITECONTACT US