GMA SmartLabel™

The GMA SmartLabel™ initiative is blazing a path toward trust and transparency. The tool provides a universal answer to a long-standing problem with product information. Consumers, manufacturers and government agencies all share a stake in its success. As such, large Consumer Packaged Goods (CPG) companies are already on board, with many others itching to get started.

SmartLabel™ in a Nutshell

According to 1WorldSync, SmartLabel™ is “a consumer transparency initiative, led by the (GMA), to provide consumers with the information they’re looking for in an easy, standardized, and accessible digital format.”

This is critical considering consumer behavior today. Just look at the Millennial generation and the way they make product purchases. It’s clear the basic label isn’t cutting it. Instead shoppers demand expanded information on Fair-Trade, Sustainability, Social Responsibility, Allergens, Child Safety…the list goes on and on.

True, there’s a lot of information accessible when you need it. But how do you know what part of it is accurate, authentic or reliable? Disparate information exists across online searches, review websites, e-commerce descriptions and other sources. Inconsistent, unreliable information leads to distrust, decreased brand loyalty, and overall lost sales for CPG’s.

Therefore, SmartLabel™ answers the call for authentic product information at the consumers’ fingertips, across channels.

SmartLabel™ in Action

SmartLabel™ is available on an array of food, beverage, personal care, household and pet care products. A click of a URL or scan of a QR code or bar code directs consumers to a standardized SmartLabel™ landing page, which also features an easy-to-navigate universal design.

Through the SmartLabel™ site, shoppers learn what their products are made of, how they were produced, country of origin, genetically modified organisms (GMO) inclusion, and also how products fit into their lifestyle. For example, details can include ingredients, nutritional information, usage instructions, safe handling instructions, company/brand information, social compliance, and third-party certifications. Perhaps most importantly, shoppers know they have brand-sanctioned information.

For example, let’s say you are shopping for Hershey’s Milk Chocolates. You can view their SmartLabel™ page via their website or by interacting with the product online or in-store. Click here to see what you’d find via SmartLabel™.

What’s At Stake

SmartLabel™ improves the brand-consumer relationship and transforms the way we all evaluate and consume products. However the story doesn’t end there.

Globally, governments are increasing food label requirements. For example, recently President Obama signed a bill requiring most food packages to label, via wording or symbol, to indicate whether a food contains GMO’s.

Failing to provide full transparency of product information threatens audits and fines. Indeed, this level of transparency is good news for savvy consumers. Yet it may prove challenging for manufacturers as they experience delays in time-to-market due to poor product information management.

SmartLabel™ Begins with PIM

Getting started with SmartLabel™ can be an overwhelming task. One made even more monumental when product information is scattered and inconsistent. Or worse, missing and inaccurate.

The first step to implementing SmartLabel™ is to ensure your company is efficiently managing product content and data. At the recent CGT Business Technology Leadership Conference, 1WorldSync spoke on SmartLabel™ noting that Product Information Management (PIM) and Master Data Management (MDM) play a critical role in the process.

EnterWorks works with brands large and small to manage product content and attributes through a centralized PIM and MDM platform: EnterWorks Enable™.

EnterWorks’ PIM solution – including Digital Asset Management (DAM), Sales and Marketing Portals, and Syndication engine – enables leading CPG companies including HP Hood, Fender and Mary Kay to differentiate customer experiences through dynamic B2B2C content and collaboration.

Once an organization has effectively validated and managed product content, it can work toward distributing SmartLabel™ landing pages.

Want to learn more? Contact us to discuss how EnterWorks’ PIM and MDM can help CPG brands succeed in the SmartLabel™ lifecycle.

Kerry Young

Kerry Young

Kerry Young joined EnterWorks in 2006 when Ennovative, Inc., the multi-channel publishing software company he co-founded, was acquired by EnterWorks. He directs EnterWorks’ operations and leads EnterWorks’ professional services and consulting organization, ensuring effective customer implementations and ongoing success. Mr. Young brings more than 25 years of technology and business management experience to EnterWorks, having served as CTO for a subsidiary of the Dow Chemical Company, and earlier as VP, Information Technology for Marshall Industries, a $1.7 billion industrial electronics distributor. He previously managed information systems for a subsidiary of McDonnell Douglas Corporation. Mr. Young holds a B.S. degree in Computer Science from Cal Poly, San Luis Obispo and an M.B.A. from California State University Fullerton.