Capgemini Digital Product Data Study

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  1. 1. Consumer Products and Retail the way we see itAll-Channel Experience:Digital Product DataHow to Enhance the Online Shopper Experience withImproved Digital Product Data
  2. 2. New channels, social networking digital channels. At the minimum,and technological developmentsconsumers should be able to gethave fundamentally changed the wayinformation about a product that isconsumers interact with retailers similar to what they can find on theand consumer products companies.product packaging.The consumer is in the drivers seat,and the challenge for companies isDigital channels have created a needto maintain a true two-way dialogue.for rich consumer-oriented productThis requires businesses to interactdata, but in many cases, the digitalwith shoppers in new ways, with moreproduct information provided topersonalized and relevant content,shoppers is inaccurate, incompleteand to offer a seamless customeror missing entirely. For example, inexperience across all channels. research conducted by GS1 UK andthe Cranfield School of Management,The rapidly evolving communication91% of mobile barcode scans returnedlandscape enables shoppers to decideincorrect product descriptions andthemselves when, where and how to 75% returned no data at all.1 A keyinteract with a retailer or consumerstep to provide better information andproducts company. A key driver forenhance the dialogue with shoppersthose decisions is the relevancy of is to improve the visibility of productthe product information that is madedata in digital channels.available for consumers throughFigure 1: Product Data Visibility Analyzed Across 13 Product Data Attributes PRODUCT DATAATTRIBUTES12 3 45 PRODUCTINGREDIENTS/MANUFACTURER SPECIFICATIONSPACKAGINGNAME/BRANDFEATURES67 8 910SEARCHUSAGE CERTIFICATIONS/ VISUALLANGUAGEATTRIBUTESINSTRUCTIONSSTANDARDS11 12PRODUCT 13CUSTOMERPRICE* AVAILABILITY*RATINGS* * These are functional aspects that may not be under Product Data Management (PDM) but are relevant for product data visibility and have been considered for this framework.Source: Capgemini1 Beyond the Label: Providing Digital Information Consumers Can Trust, GS1 and Capgemini, 2011.2
  3. 3. Consumer Products and Retailthe way we see itTaking a Close-Up Look atMaturity Levels for Digital Product DataDigital Product Data VisibilityTo evaluate the visibility of digital Three maturity levels were defined for each data attribute examined in the study.product data, Capgemini conductedLevel 1, Basic: Companies at this level provide the bare minimum of product dataa global research study involving 62visibility in their digital channels. This represents the must-have level of product dataleading retail and consumer productsvisibility to start online or digital store operations.(CP) companies in the grocerycategory. The companies analyzedLevel 2, Advanced: Companies at this stage have an advanced level of product dataare based in the U.S., Canada, UK,visibility in their digital channels. They provide a better-than-average shopper experienceNetherlands, France, Germany, across the different product data visibility attributes.Switzerland, Finland, Sweden andLevel 3, Leader: Companies at the highest level have a leading-edge product dataAustralia. All selected companiesproposition and are considered best-in-class in their category.are considered leading onlinegrocery retailers in their market. TheEach level was defined in more detail for each product attribute, which then formed thecompanies online sites were assessed framework for this study through which both retailers and manufacturers were analyzed.across 13 product data attributes Examples of the framework attributes and the corresponding levels of maturity are(Figure 1, previous page), and threeshown in Table 1.maturity levels were defined for eachFor example, in the case of certifications and standards, the Advanced level wouldattribute (Basic, Advanced, Leader; seeinclude some certificates or standards with text or symbols. These could be retailersidebar).specific or brand specific. At the Leader level, the information would be more detailedand might include most locally used public certifications and standards. The informationThe objective of the research was tocould be available either on the product page or through a link.evaluate how visible and consumerdriven the product data is in retailersThe complete framework is available in the full study. Please contact your Capgeminiand CP companies digital channels. representative for more information and possible benchmarking of your company.Following is an overview of theanalysis for each attribute.Table 1: Digital Product Data Maturity Levels by Product Information Dimension (Examples) Product Name/BrandIngredients/FeaturesCertications/Standards DescriptionRepresentation of the productIngredients and nutritionalInformation on product safetyand brand - optimized forinformation, also icons for easy standards, accreditation,customer search andidentication of product featuresenvironmental standards, energysearch enginescertications, etc.Name/brand in simple textNo information or only NoneLevel 1: ingredients presentedBasicName/brand with logo.Ingredients and nutritionalSome certicates or standards/Level 2:Product descriptioninformation availabletext or symbols. Can be retailerAdvancedenhanced for shopperspecic, brand specic, etc.relevancyOptimized for customer Detailed information on productDetailed information - includessearch and link to page and icons for easymost locally used publicLevel 3:manufacturers website.identicationcertications and standards.LeaderGreat value-addingEither on the product page orstorytelling about the productavailable through linkSource: CapgeminiDigital Product Data 3
  4. 4. Product Name/Brand Best Practice: Figure 2: Product Name/Brand Results (%) Intermarch Value-adding product descriptions and brand visuals offer potential for100 manufacturers to improve product 87.8 visibility in digital channels. French retailer81.0 Intermarch provides the brand name 80 and logo on its product pages as well as enhanced product descriptions to add value and differentiate products. 60 4019.0 AdvancedLeaderRetailers Consumer ProductsCompanies Source: Capgemini100 1 Product Name/Brand2 Specifications Representation of the product and80 Information on product size, brand, optimized for customer weight and dimensions, ideally search and search engines. Theillustrated with an image. The majority 60 retailers studied are atof majority of both retailers and CP57.1 the Basic level, providing only the companies provide only minimum product name, typically in plain text. 43.9information on product specifications. 41.5 CP companies are more advanced40 Nearly half of retailers and 38% of in presenting logos and product CP companies can be classified as 28.6 descriptions next to the productAdvanced, but none are in the Leader names on their websites than2014.3 segment. Typically both retailers and 14.6 retailers: 81% of consumer products manufacturers only report the product companies are in the Advanced weight on their websites, even though 0 segment, compared with only 7% of product dimensions might also beBasic Advanced Leader retailers (Figure 2). Leading retailers of particular interest to customers also provide compelling descriptionsRetailersshopping online.Consumer ProductsCompanies of the products and their usage. Storytelling is a great way to create shopper relevancy and differentiate products in customers minds. Some retailers provide better storytelling for their own-label items than for the manufacturer counterparts.100 804
  5. 5. 60 40Consumer Products and Retail the way we see it19.0 20 7.3 4.9 0.00 Basic Advanced Leader Retailers Consumer Products Companies Ingredients/Features Best Practice:Figure 3: Ingredients/Features Results (%) As consumers become increasingly interested in the nutritional value of100 products, expanded information on ingredients and features can enhance the shopping experience. U.S. online80 grocery retailer Peapod provides detailed information on product features, ingredients, nutritional and storage6057.1 information, as well as quick-view icons like gluten-free, freezable, low-fat 43.941.5 and vegetarian to help facilitate the 40 shopping process. 28.6 2014.314.60 Basic Advanced Leader Retailers Consumer Products CompaniesSource: Capgemini3 Ingredients/FeaturesLeading companies also display theirInformation on ingredients and100own icons to facilitate the shoppingnutritional information, as wellprocess to indicate, for example, light,as icons for easy identification of non-lactose or low-sodium products.product 80 features. The companiesSome of the retailers studied usestudied were split among the threepictures of actual product packages tomaturity levels (Figure 3). Withprovide Gross Daily Allowance (GDA) 60stricter regulatory development,53.7values, as good quality information52.4companies will be increasingly obligedmight not exist yet in their Productto provide shoppers with detailed Data Management (PDM) tools.39.0 40information on the ingredients and 33.3the nutritional value of the products.4 ManufacturerIn addition, consumers in manyKey information about the 20 14.3markets are increasingly interested manufacturer with contactin the ingredients and nutritional7.3information and a link tovalue of groceries and demand more0 manufacturers website. Moreaccurate and comprehensive data. A Basicthan 80% of the retailers studied Advanced Leaderrecent study by GS1 and Capgemini are still at the Basic level, providing Retailers Consumer Productsnoted that two-thirds of consumers Companies information about the productsomewant to examine information on themanufacturer but few further detailsnutritional value of food productssuch as the products country of origin.(e.g., energy/calories, saturated fatsThere is clear room and justificationand sugar).2 for improvement: In ma