All-Channel Experience: Digital Product Data How to Enhance the Online Shopper Experience with Improved Digital Product Data

1. Consumer Products and Retail the way we see it
All-Channel Experience:
Digital Product Data
How to Enhance the Online Shopper Experience with
Improved Digital Product Data

2. New channels, social networking digital channels. At the minimum,
and technological developments consumers should be able to get
have fundamentally changed the way information about a product that is
consumers interact with retailers similar to what they can find on the
and consumer products companies. product packaging.
The consumer is in the driver’s seat,
and the challenge for companies is Digital channels have created a need
to maintain a true two-way dialogue. for rich consumer-oriented product
This requires businesses to interact data, but in many cases, the digital
with shoppers in new ways, with more product information provided to
personalized and relevant content, shoppers is inaccurate, incomplete
and to offer a seamless customer or missing entirely. For example, in
experience across all channels. research conducted by GS1 UK and
the Cranfield School of Management,
The rapidly evolving communication 91% of mobile barcode scans returned
landscape enables shoppers to decide incorrect product descriptions and
themselves when, where and how to 75% returned no data at all.1 A key
interact with a retailer or consumer step to provide better information and
products company. A key driver for enhance the dialogue with shoppers
those decisions is the relevancy of is to improve the visibility of product
the product information that is made data in digital channels.
available for consumers through
Figure 1: Product Data Visibility Analyzed Across 13 Product Data Attributes
PRODUCT DATA
ATTRIBUTES
1 2 3 4 5
PRODUCT INGREDIENTS/ MANUFACTURER
SPECIFICATIONS PACKAGING
NAME/BRAND FEATURES
6 7 8 9 10
SEARCH USAGE CERTIFICATIONS/
VISUAL LANGUAGE
ATTRIBUTES INSTRUCTIONS STANDARDS
11 12 PRODUCT
13 CUSTOMER
PRICE*
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: Capgemini
1 “Beyond the Label: Providing Digital Information Consumers Can Trust,” GS1 and Capgemini, 2011.
2

3. Consumer Products and Retail the way we see it
Taking a Close-Up Look at
Maturity Levels for Digital Product Data
Digital Product Data Visibility
To evaluate the visibility of digital Three maturity levels were defined for each data attribute examined in the study.
product data, Capgemini conducted
Level 1, Basic: Companies at this level provide the “bare minimum” of product data
a global research study involving 62
visibility in their digital channels. This represents the “must-have” level of product data
leading retail and consumer products
visibility to start online or digital store operations.
(CP) companies in the grocery
category. The companies analyzed Level 2, Advanced: Companies at this stage have an advanced level of product data
are based in the U.S., Canada, UK, visibility in their digital channels. They provide a better-than-average shopper experience
Netherlands, France, Germany, across the different product data visibility attributes.
Switzerland, Finland, Sweden and
Level 3, Leader: Companies at the highest level have a leading-edge product data
Australia. All selected companies
proposition and are considered best-in-class in their category.
are considered leading online
grocery retailers in their market. The Each level was defined in more detail for each product attribute, which then formed the
companies’ 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 three shown in Table 1.
maturity levels were defined for each
For example, in the case of certifications and standards, the Advanced level would
attribute (Basic, Advanced, Leader; see
include some certificates or standards with text or symbols. These could be retailer
sidebar).
specific or brand specific. At the Leader level, the information would be more detailed
and might include most locally used public certifications and standards. The information
The objective of the research was to
could be available either on the product page or through a link.
evaluate how visible and consumer
driven the product data is in retailers’ The complete framework is available in the full study. Please contact your Capgemini
and CP companies’ digital channels. representative for more information and possible benchmarking of your company.
Following is an overview of the
analysis for each attribute.
Table 1: Digital Product Data Maturity Levels by Product Information Dimension (Examples)
Product Name/Brand Ingredients/Features Certifications/Standards
Description Representation of the product Ingredients and nutritional Information on product safety
and brand - optimized for information, also icons for easy standards, accreditation,
customer search and identification of product features environmental standards, energy
search engines certifications, etc.
Name/brand in simple text No information or only None
Level 1: ingredients presented
Basic
Name/brand with logo. Ingredients and nutritional Some certificates or standards/
Level 2: Product description information available text or symbols. Can be retailer
Advanced enhanced for shopper specific, brand specific, etc.
relevancy
Optimized for customer Detailed information on product Detailed information - includes
search and link to page and icons for easy most locally used public
Level 3:
manufacturer's website. identification certifications and standards.
Leader
Great value-adding Either on the product page or
storytelling about the product available through link
Source: Capgemini
Digital Product Data 3

4. Product Name/Brand Best Practice: Figure 2: Product Name/Brand Results (%)
Intermarché
Value-adding product descriptions
and brand visuals offer potential for
100
manufacturers to improve product
87.8
visibility in digital channels. French retailer
81.0
Intermarché provides the brand name 80
and logo on its product pages as well as
enhanced product descriptions to add
value and differentiate products. 60
40
19.0
20
7.3
4.9
0.0
0
Basic Advanced Leader
Retailers Consumer Products
Companies
Source: Capgemini
100
1 Product Name/Brand 2 Specifications
Representation of the product and
80
Information on product size,
brand, optimized for customer weight and dimensions, ideally
search and search engines. The illustrated with an image. The
majority 60 retailers studied are at
of majority of both retailers and CP
57.1
the Basic level, providing only the companies provide only minimum
product name, typically in plain text.
43.9 information on product specifications.
41.5
CP companies are more advanced
40 Nearly half of retailers and 38% of
in presenting logos and product CP companies can be classified as
28.6
descriptions next to the product Advanced, but none are in the Leader
names on their websites than
20
14.3 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 be
Basic Advanced Leader
retailers (Figure 2). Leading retailers of particular interest to customers
also provide compelling descriptions
Retailers shopping online.
Consumer Products
Companies
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
80
4

5. 60
40 Consumer Products and Retail the way we see it
19.0
20
7.3
4.9
0.0
0
Basic Advanced Leader
Retailers Consumer Products
Companies
Ingredients/Features Best Practice: Figure 3: Ingredients/Features Results (%)
Peapod.com
As consumers become increasingly
interested in the nutritional value of
100
products, expanded information on
ingredients and features can enhance
the shopping experience. U.S. online 80
grocery retailer Peapod provides
detailed information on product features,
ingredients, nutritional and storage 60 57.1
information, as well as quick-view icons
like “gluten-free,” “freezable,” “low-fat” 43.9 41.5
and “vegetarian” to help facilitate the 40
shopping process. 28.6
20
14.3 14.6
0
Basic Advanced Leader
Retailers Consumer Products
Companies
Source: Capgemini
3 Ingredients/Features Leading companies also display their
Information on ingredients and
100
own icons to facilitate the shopping
nutritional information, as well process to indicate, for example, light,
as icons for easy identification of non-lactose or low-sodium products.
product 80 features. The companies Some of the retailers studied use
studied were split among the three pictures of actual product packages to
maturity levels (Figure 3). With provide Gross Daily Allowance (GDA)
60
stricter regulatory development,
53.7
values, as good quality information
52.4
companies will be increasingly obliged might not exist yet in their Product
to provide shoppers with detailed Data Management (PDM) tools.
39.0
40
information on the ingredients and
33.3
the nutritional value of the products. 4 Manufacturer
In addition, consumers in many Key information about the
20
14.3
markets are increasingly interested manufacturer with contact
in the ingredients and nutritional 7.3
information and a link to
value of groceries and demand more
0 manufacturer’s website. More
accurate and comprehensive data. A
Basic than 80% of the retailers studied
Advanced Leader
recent study by GS1 and Capgemini are still at the Basic level, providing
Retailers Consumer Products
noted that two-thirds of consumers Companies information about the product
some
want to examine information on the manufacturer but few further details
nutritional value of food products such as the product’s country of origin.
(e.g., energy/calories, saturated fats There is clear room – and justification
and sugar).2 – for improvement: In many cases
2 Ibid
Digital Product Data 100 5
85.7

6. information and compelling stories A product visual is particularly critical
Search Attributes Best Practice:
about the manufacturer can be the in digital shopping channels as it is
Woolworths
deciding factor when choosing among the only view customers have of an
A good search functionality can different products. CP companies do a item. Leading players are bringing
considerably improve the browsing better job, with 33% of them ranking in more advanced techniques such
experience and help shoppers find the in the Leader category. as 360-degree views of the product.
niche products they are looking for. Some retailers allow customers an
Australian retailer Woolworths provides 5 Packaging option to post their own pictures of
advanced search options, including Information on packaging, such the product. CP companies especially
search by alternatives and by category. as size, weight and delivery also often offer videos of their
For example, in the case of “organic,” temperature; also including eco- products, although typical 15-second
a search results in a wide range of friendly and green packaging TV spots might not fit the needs of a
categories – from “Baby” to “Pasta, Rice options. Packaging information consumer in a purchasing situation.
& Noodles.” is still in an emerging stage, with Grocery retailers can learn much from
59% of retailers and 57% of CP other retail segments, such as fashion,
companies providing no information in the area of product visuals.
on packaging. A handful of retailers
and CP companies in the Leader 7 Search Attributes
category include information about Provide simple product search,
sustainable packaging and recycling advanced search (multiple product
options. The importance of packaging attributes) and intelligent search
information will only grow as more (suggestive, related) options. More
consumers look for ways to diminish than two-thirds of retailers and 55%
their packaging waste, including using of CP companies offer only a simple
more eco-friendly products to support search option where shoppers can
a more sustainable way of living. search by product, brand name and
category. However, 29% of retailers
6 Visual and 40% of CP companies help
Visual representation of the customers find the exact products
product, including product image, to fit their needs by offering specific
zoom, 360-degree view, video and search attributes such as non-lactose
augmented reality. The majority of or organic. Advanced search options
retailers and CP companies rely on improve and facilitate the shopping
static product images, sometimes experience by helping customers find
enhanced with zoom functionality. what they want and also get to know
new products that meet their specific
needs. However, only a small number
of companies were found to provide
an upgraded search functionality,
which lists synonyms, understands
typical misspellings, and suggests
related products to increase cross-
selling and impulse purchases.
6

7. 40
43.9 41.5
40 28.6
20
14.3
Consumer Products and Retail 14.6
the way we see it
28.6
20
14.3 14.6
0
Basic Advanced Leader
0
Basic Retailers Advanced
Consumer Products Leader
Companies
Retailers Consumer Products
Companies
8 Usage Instructions
Figure 4: Usage Instructions Results (%)
Information on how to use 100
products, usage/buyer guides,
100
how to’s, do’s and don’ts, links to
social media, etc. Many consumer 80
products companies provide shoppers 80
with high-quality usage instructions,
including how-to videos that often are 60
53.7 52.4
not available on retailer websites. More 60
53.7 52.4
than half of CP companies rank in the 39.0
40
Leader category, compared with only 33.3
39.0
7% of retailers (Figure 4). Some CP 40
33.3
companies have brand-specific shop-
20
in-shops inside online stores where 14.3
products are presented with recipes, 20
14.3
7.3
videos and seasonal tips. Leading 0 7.3
retailers link products to recipes, how- Basic Advanced Leader
0
to videos and serving suggestions.
Basic Retailers Advanced Leader
The best-practice retailers also have a Consumer Products
Companies
good library of product usage videos, Retailers Consumer Products
typically also available on YouTube. Companies
Customers may also be provided Source: Capgemini
with a community where ideas, usage
instructions, and questions and
answers can be exchanged.
9 Certifications/Standards Figure 5: Certifications and Standards Results (%)
Information on product safety
standards, accreditation, 100
environmental standards, energy 100 85.7
certifications, etc. Interestingly, many
80 85.7
retailers do not provide shoppers
with relevant information about key 80 68.3
product standards and certifications, 68.3
60
and CP companies score even lower
on this attribute. Yet certifications and 60
standards are important in creating 40
consumer trust and helping shoppers 29.3
40
buy more ethical products, which
29.3
are often more profitable. Thirty 20
percent of retailers and 15% of CP 9.5
20
companies display at least some kind 2.4
4.8
9.5
of certifications and standards (such as 0
4.8
2.4
organic or fair trade) on the product 0
Basic Advanced Leader
page (Figure 5). Leading players also Basic Retailers Advanced Leader
Consumer Products
include integrated certifications in Companies
search functionality and provide easily Retailers Consumer Products
Companies
Source: Capgemini
recognizable icons for consumers.
Digital Product Data 7

8. Language Best Practice: H&M 10 Language 11 Price
Availability of product information Information on product price,
Multiple language functionality offers an including breakouts such as by
in multiple languages. Even
opportunity for retailers to potentially weight, and information in multiple
though packages may show product
reach a larger number of customers. currencies. More than half of the
information in several languages,
Grocery retailers can learn from retailers analyzed rank in the Basic
93% of retailers provide information
apparel retailers like H&M, which offers category, while about one-third
in only one language on their online
customers the ability to select from provide more detailed price breakouts.
product pages. Multinational CP
a wide number of languages across Retailers in the Leader category
companies typically have country-
multiple regions. include special campaign prices, such
specific product/brand pages, which
are in the local language. Retailers as a volume discount, and may offer
need to broaden their approach in free shipping for purchasing a certain
most markets to include two or three number of products.
key languages, which will require
new capabilities. Often retailers’ 12 Product Availability
merchandising/category management Information on product availability
organizations do not have good in real-time, ideally across channels;
storytelling capabilities in several includes stock count, updates on
languages and might appreciate in-stock/out-of-stock status. Product
manufacturers’ support in this area. availability is applicable mainly to
retailers, but nine out of 10 do not
currently provide this feature. Those
few that are in the Leader category
typically list product availability
by store as well as stating stock
availability at the warehouse, and in
some cases they indicate approximate
delivery times for out-of-stock
products. Some CP companies that
sell products online also provide
information on stock availability.
8

9. Consumer Products and Retail the way we see it
Customer Rating Best Practice: 13 Customer Ratings specific products and also post their
Walmart Allow shoppers and experts to rate own product pictures on the product
products on a single criterion or site.
Ratings and reviews can help build
multiple criteria and also write/
shopper confidence in products and This is the attribute that differentiates
share comments and expert
encourage customers to try new items retailers most: How open are they
opinions. Shopper ratings and
and new categories. On its product to customer discussions? Customer
recommendations are a key enabler
pages, U.S.-based Walmart provides reviews might accelerate sales for
to introduce new products and drive
customer rating totals, the number many products, but also possess risks
sales of existing items. However,
of customers who recommend the especially for own-label products.
only 20% of retailers and 10% of CP
product and ratings on individual Typically the leading players in this
companies provide shoppers with the
attributes. In addition, a customer-to- field also operate in other retail
possibility to rate and review products
customer section enables customers sectors, where customer reviews have
on the product page. Leading players
to connect to discuss product features, already become an industry way of
also offer customers the possibility to
ask questions, and offer opinions and working.
ask and answer questions related to
suggestions about products.
Figure 6: Biggest Differences in Average Scores for Retailers and CP Companies
3.00
2.80
2.50
2.40
2.20
Average Score
2.00
1.80
1.60
1.40
1.20
1.00
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ua
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Retailers Consumer Products
Companies
Source: Capgemini
Digital Product Data 9

10. Key Conclusions to Improve • Easy product searches, including significant business in online
Product Data Visibility product substitute names and grocery operations.
The insights derived from the common misspellings
research highlight a number of key • Simple icons to provide more
It was clear from the research that
conclusions, including: information about product many retailers have already developed
specifications, standards and basic digital product data capabilities
• Only a few leading retailers and certifications but need to advance quickly to the
consumer products companies next levels to remain relevant to
• Device-optimized multimedia
score well in many different areas shoppers (Figure 7). This requires
about products and their use taking steps such as enhancing
of product data visibility. All
companies have opportunities for • Linkage to product recipes and product information beyond the basic
improvement. vice versa data on the product package; using
• The most significant differences • Manufacturers can help retailers storytelling to create a compelling
between retailers’ and CP in providing shoppers with shopping experience; and adding
companies’ scores are found in compelling, interactive multimedia higher-value features such as shopper
presenting: 1) the product name/ and visuals about products; most of ratings and multimedia capabilities.
brand, 2) usage instructions, 3) this already exists.
To implement these features,
manufacturer, and 4) ingredients/ • Storytelling about products and
retailers must invest in efficient
features (Figure 6, previous page). their usage is a key capability that
PDM processes, flexible Master
• The best retailers enhance the retailers need to enhance, in many
Data Management (MDM) tools
shopping experience in many ways, markets and in multiple languages.
and new competencies in product
for example: • Most markets are still in an early marketing organizations. Integrating
• Enhanced storytelling about maturity stage and can learn from customer ratings, recipes and search
products, with content not the UK, which has best-practice engine optimization will increase
available in common data pools retailers in terms of digital product the complexity for digital Product
data, and is already driving Data Management. Easily integrated
solutions are a must in order to gain
Figure 7: Building a Leading Online Shopping Experience
Basic in Place Enhanced Shopper Experience Leading Edge
PRODUCT NAME/BRAND STORYTELLING VIDEOS
SEARCH ATTRIBUTES VISUAL AND MULTIMEDIA MULTI-LANGUAGE
SPECIFICATIONS MANUFACTURER PRODUCT AVAILABILITY
PRICE CERTIFICATIONS/STANDARDS RATINGS
INGREDIENTS/FEATURES PACKAGING USAGE INSTRUCTIONS
Source: Capgemini
10

11. Consumer Products and Retail the way we see it
support from manufacturers and data and enhance product data, providing
Quick Wins to Improve Product Data
Visibility
pools. an opportunity for CP companies to
step in. This may include establishing
Small things can make a big difference Integrating the operations of the 50 a digital team to support retailers and
in the digital shopping experience. largest manufacturers to retailers is developing integrated platforms for
Following are examples of quick wins relatively straightforward, but small Product Data Management.
that both retailers and consumer and local manufacturers also need
products companies can benefit from. simple tools and an easy interface Retailers will face a challenge, as most
to maintain information about their need to gain new product data and
• Display the brand logo and products. This group represents new attributes that do not exist in
manufacturer information on the the long tail, which is becoming traditional product data pools, and
product page. increasingly important in today’s they will need to get this data directly
• Let shoppers search products by competitive landscape. from manufacturers. Because some
brands, alternatives, allergens, retailers see product information
special diets, etc. Consumer products companies as a competitive advantage and an
• Add existing multimedia from CP should focus on producing entry barrier to the local market, all
companies to retailer product compelling storytelling, innovative players will not require data pool
pages. usage instructions and multimedia development. Across the industry this
• Add storytelling for key products to gain competitive advantage and will mean a number of direct point-
to create excitement and enhance better visibility in retailer digital to-point system integrations, unless
shopper relevancy. channels. CP companies should act industry standard data for digital
• Use informative icons to help as content creators to provide value channels can be agreed upon. In this
shoppers find products (organic, for shoppers, while also driving the environment, PDM will be critical for
gluten-free, etc.). content into retailer digital channels. both retailers and manufacturers in
• Include product ingredients and With the rapid pace of development, the near future.
nutritional value on the product retailers may not have sufficient
page. resources or capabilities to update
• Let shoppers rate products, share
opinions and “Like” products with,
for example, a Facebook button.
• Deploy flexible Product Data
Management solutions to enable
“outsourcing” the work to
manufacturers.
Digital Product Data 11

12. www.capgemini.com/retail
About Capgemini and the
Collaborative Business Experience™
®
With around 120,000 multicultural organization, Capgemini
people in 40 countries, has developed its own way of working,
Capgemini is one of the world’s foremost the Collaborative Business ExperienceTM,
providers of consulting, technology and and draws on Rightshore®, its worldwide
outsourcing services. The Group reported delivery model.
2011 global revenues of EUR 9.7 billion.
Together with its clients, Capgemini Learn more about us at
creates and delivers business and www.capgemini.com
technology solutions that fit their needs
and drive the results they want. A deeply Rightshore® is a trademark belonging to Capgemini
To request more detailed information about
our findings, please contact:
Sami Finne
sami.finne@capgemini.com
Brian Girouard
brian.girouard@capgemini.com
Kees Jacobs
kees.jacobs@capgemini.com
This executive summary provides an
overview of our “Digital Product Data”
study. This report is meant to be the first in a
series; additional studies will focus on topics
such as mobile use of product data and the
quality of digital product data.
The “Digital Product Data” study was
conducted by Capgemini’s Consumer
Products & Retail Strategy Lab, led by
Manvendra Khati.
ET-04/12
Rightshore® is a registered trademark belonging to Capgemini. The information contained in
this document is proprietary. Copyright © 2012 Capgemini. All rights reserved.