Sustainable, traceable, and regulatory product information impacts customer perception and creates a brand marketing challenge

As we all know, brand identity refers to the visual elements that distinguish a brand from its competitors, such as logos, colors, and packaging design. Brand stories refer to the narrative that communicates the brand's mission, values, and history. This information helps consumers connect with the brand on a deeper level. When combined with product descriptions related to features and benefits, consumers are enabled to make informed purchasing decisions. The additional demand of sustainable, traceable, and regulatory product information as it relates to a brand’s identity has taken this to the next level.

In the B2X digital world, where the playing field has leveled, the reputation of a brand and how it creates the overall perception in this multi-channel marketplace is a key differentiator. Product research, consideration, purchase, and ownership experiences are dependent on dynamic quality information that spans the entire product journey. A business and data strategy on how best to harness this information across all selling and ownership channels has emerged as a key driver of success for marketers.

Brand Authenticity: Brand authenticity refers to the degree to which a brand's actions and messaging align with its values and mission. Consumers are increasingly seeking out brands that are transparent and authentic in their messaging. They are genuinely concerned about the social and environmental impact of the products they buy, so businesses must ensure that their branding aligns with their values, product traceability and sustainability goals.

Product Information enables Brand Authenticity: The linear process of buy, use, and dispose of products is challenged by consumers and regulators alike. The process beyond purchase and use of a product now must include how to maintain, upgrade, repair, reuse and recycle. Product traceability and sustainability have now become key components of communicating brand authenticity. This in turn has created an additional strain on existing information systems that enable the customer experience during the life cycle of a product.

Branding information for use in the research, sale, and ownership of a product requires a highly flexible data model that is easily accessible, updatable, enhanced, and ready for distribution across all channels. Furthermore, utilizing digital shelf analytics capabilities determines how that information is displayed for consumption provides a critical closed quality data loop. This allows for dynamic consistency and accuracy of the information provided and ensures that all stakeholders within the marketing and selling organization have access to the same information.

As the demand for this type of information continues to increase dramatically, new breed product information management (PIM) systems, like inriver are the logical choice. These systems are designed to manage and enhance product information, including product specifications, images, descriptions and native syndication and digital shelf analytics??Most importantly, they can be configured to include sustainability, traceability, and regulatory information, thus making it easier to keep track of this information across all products.

Sustainability related product information has increased exponentially.

Businesses are being asked to provide more information on the sustainability of their products to meet the growing demand from consumers. Manufacturers must ensure that they have the systems and processes in place to collect, manage, and disclose this information in a transparent and accurate manner.

Carbon Footprint: Carbon footprint refers to the amount of greenhouse gases (GHG) emitted during the production, distribution, and disposal of a product. Manufacturers are increasingly being asked to disclose the carbon footprint of their products to provide consumers with information on the environmental impact of their purchases.

Environmental Impact: Environmental impact refers to the broader impact of a product on the environment, including its use of natural resources, the amount of waste it generates, and its impact on biodiversity. Manufacturers are being asked to disclose this information to help consumers make more informed purchasing decisions.

Recyclability: Additional information related to the recyclability of their products, including information on the materials used and how they can be recycled is now required.

Chemicals: The disclosure of information on the chemicals used in their products, including information on hazardous substances and their potential impact on human health and the environment are necessary.

Sustainable Sourcing: Manufacturers are being asked to provide information on the sourcing of raw materials used in their products, including information on the social and environmental impact of the production process.

Eco-Labels: Eco-labels are voluntary labels that provide information on a product's environmental performance. These labels are increasingly being used by manufacturers to communicate sustainability information to consumers.

Life Cycle Assessment (LCA): LCA is a method used to assess the environmental impact of a product over its entire life cycle, from raw material extraction to disposal. Manufacturers are increasingly using LCA to provide consumers with information on the environmental impact of their products.

Traceability of the product journey

Traceability information is critical for ensuring product safety, managing product recalls, and tracking products throughout the supply chain. Businesses must have robust systems and processes in place to collect, manage, and disclose this information in a timely and accurate manner. Traceability requires:

Product Identification: A unique product identification code that can be traced back to the manufacturer. This code may include information such as the date of manufacture, batch number, and serial number.

Supply Chain Information: Information that is on the product's supply chain, including the names and addresses of suppliers and the origin of the raw materials used.

Production Information: Information on the production process, which includes the location and equipment used for production and the personnel involved.

Quality Control: Quality control measures are required, including the testing and inspection of the product at various stages of production.

Recalls and Withdrawals: Information on any recalls or withdrawals of the product, including the reason for the recall or withdrawal, the date, and the quantity affected.

Expiration and Shelf Life: Data related to the product's expiration date and shelf life, as well as any storage or handling requirements.

Certification and Compliance: Information on certifications and compliance with regulatory requirements, such as safety and environmental regulations.

Let us not forget existing and evolving regulatory requirements.

Many businesses must comply with existing and upcoming regulations which can add complexity to the information management process resulting in severe consequences of non-compliance.

Examples:

?????????????????????EU Medical Device Regulation (MDR)

?????????????????????EU General Data Protection Regulation (GDPR)

?????????????????????California Proposition 65:

?????????????????????International Organization for Standardization (ISO) standards:

?????????????????????Food Safety Modernization Act (FSMA)

?????????????????????Restriction of Hazardous Substances (RoHS)

?????????????????????CPSC (Consumer Product Safety Commission)

?????????????????????(FDA) Food and Drug Administration

By staying up to date with these regulatory requirements, marketing leaders can ensure that product information is accurate, compliant, and consistent across all channels and geographic locations. This can help build trust with consumers and avoid potential legal issues.

Where and how are companies displaying this information?

The way product information is displayed will depend on the product and the company's marketing strategy. The important thing is that it is accurate, transparent, and easily accessible to consumers. Some common ways to display this information include:

Product labels: Many countries require certain information related to sustainability, traceability, and government regulations to be displayed on product labels. This could include information such as the country of origin, certification logos, recycling information, or warnings about hazardous materials.

Product packaging: In addition to product labels, information related to sustainability, traceability, and government regulations can be displayed on the product packaging. This could include information such as the product's carbon footprint, the materials used in the packaging, or instructions for safe disposal.

Product marketplaces and websites: Many companies provide detailed information about their products on their websites, including information related to sustainability, traceability, and government regulations. This information can be easily updated and accessible to consumers.

Sustainability reports: Some companies publish sustainability reports that provide detailed information about their sustainability practices and performance. These reports can be used to communicate the company's commitment to sustainability and compliance with government regulations.

Mobile applications: Some companies have developed mobile applications that provide information about their products, including information related to sustainability, traceability, and government regulations. This information can be accessed by consumers on their smartphones.

In conclusion, the use of product information is critical for meeting sustainability, traceability, and regulatory requirements. With increased consumer demand for transparent and sustainable products, businesses must ensure that they have future proof systems in place to collect, manage, and disclose product information accurately and efficiently. By leveraging robust new breed product information systems like inriver, businesses can meet these challenges, enhance their brand reputation, and drive customer loyalty.