Today’s consumer is well-informed and needs more than ever. With unlimited information, exposure to a wide range of media comments, and the ability to quickly save, upgrade and delete a single click, we are in a world of unprecedented consumer demand.

In connection with the processEnvironmental, social, management(ESG) Revolution, more than ever, consumers are focusing on brand values ​​and wanting to align with their own values. Modern consumers are growingOnlyFrom the companies they own They believe they agree with their prices, And therefore, the digital identities of a product need to evolve to keep pace with changing consumer values.

Previously, a brand conveyed its values ​​through advertising, but with increasing costs and Reduce ad effectivenessCompanies are spending a lot of money. Achieving less product visibility And loyalty. Almost all are premium and personal identification brands Giving addition promises And SustainabilityConsumers ask for confirmation – Especially supported by information – Around these claims. They want easy access to health, CO2 fingerprints and fair trade promises and more.

This next product visibility boundary supply chain requires transparency. Demonstrating real growth in relation to brand purpose Using rich media.

Transparency, accuracy, precision

Of A major challenge in the consumer industry It is collecting data on each product item trip. In a repetitive supply chain, brands may or may not produce, distribute, or sell products directly, so the information is scattered throughout the organization and outside the organization.

To this day, true visibility and complete transparency have become invisible targets in the supply chain. But social, economic, and legislative pressures such as sustainability, health, and inclusion have put a lot of pressure on the region to mature. 99% of consumers say that Transparency in fresh food products is importantAnd it is important to ignore this need when 75% of consumers turn to brands that provide more complete information.

Supervisors are also pushing – it requires improved transparency and accuracy in the ESG goal to ensure compliance. This end-to-end visibility has not been easy so far, but with the advancement of technology, this is not just a reality.

The Data Intelligence chapter has entered. Digital Identities

3.5 billion people own smartphones, mainly pocket-sized, data-generating devices and user interface devices. This is not the only stimulus To get the information that consumers wantAllowing them to verify brand values, but also opens up great opportunities to gather information about consumer behavior. It is impossible to gather so much information about ‘who, where, when’ purchases in the past, which can be used to refine business strategies.

This provides a way to build more engagement directly with consumers Personal relationship between the company and its usersImprove engagement levels (recipes, style tips, even products suggested to compliment your first purchase) and build brand loyalty through reward plans.

Ability to collect products in bulk, digital printing of unique digital identities at affordable prices and then Sharing this data in the supply chain. it has It caused an explosion of information – And with Computer power and cloud capacity In order to process and store this vast amount of information from each product, there is a great opportunity to gather valuable insights from these interactions.

For example, it can be verified that a product is produced correctly: Providing product visibility But a consumer can interact with the same digital identity – when they think of the purchase in the store or when they interact with the product after purchase. Furthermore, for some products, the tracking capabilities provide useful insights into the entire product life cycle, as well as reuse and re-marketing – all key elements in ESG activity.

Brands need to take action now to stay ahead of the curve

It’s no secret that competition is based on efficiency and resilience, and that’s really about data. Consumer pressure and regulatory requirements are making end-to-end visibility essential – and businesses that use it and Use that data to their best advantage Market share and growth.

Many businesses are taking responsibility and realizing the benefits of this new world of transparency. Already digitizing their products, providing supply chain transparency and crypto-rewards to their users; Mowi, It allows consumers of the world’s largest Atlantic salmon to see where their salmon is hatched, grown, and harvested. And Ralph LaurenThe Digital Transformation Program is expanding into the mobile-first world for the garment industry, which will greatly reduce their false positives.

It is important for all FMCG businesses to understand how digital product identification and data collection contribute to their purpose and to take steps now to implement those strategies or take the risk of backwardness.

Contributed by Cyrus Gilbert-Rolf, Chief Communications Officer Evereting