Dealing with Poor Brand Integrity Online

Shopper Tech Update August 27, 2013 - Volume 4, Issue 13

In This Issue

DIGITAL SOLUTIONS: Dealing with Poor Brand Integrity Online

STI WEBCAST: A Unique Way to Assess Brand Equity

EXPERT ANALYSIS: Converting Big Data into Useful Insights

MARKET WATCH

STI Social Media Groups

Quick Links

Shopper Technology Institute website

LEAD Marketing Conference

CPGmatters Ezine

Digital Solutions

Dealing with Poor

Brand Integrity Online

Over two-thirds of the product pages on e-Commerce web sites suffer from significant gaps in the quality of product information, says a new study.

"Poor quality information on eCommerce sites is a significant problem for manufacturers," said Garry Moroney, CEO of Clavis Technology, which conducted the research. "Missing data represents the online equivalent of a product out-of-stock or the loss of a sales opportunity, but inaccurate or badly presented information can have even graver consequences for brand integrity."

Commenting on the study results, Steve Cole, Chief Marketing Officer at Gladson, said, "This underscores the challenge we have in the industry of getting good, clean, consistent data out to all of the channels."

The study examined product information on 17 of the largest online consumer goods stores in North America...

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STI Webcast

In today's cluttered marketplace, brands are competing for the attention of consumers. Looking backwards and evaluating the present is no longer a winning formula. Looking forward is needed to evaluate the economic worth of brands. But how is that done?

To find out, click on the image above to view the webcast (and then click on the icon in the lower right-hand corner of the screen to view it in full screen mode).

After listening,click here to obtain a free written transcript of the Webcast.

Expert Analysis

Converting Big Data into Useful Insights

The consumer packaged goods (CPG) industry is awash in Big Data, and that may be good news. Recent research from Deloitte Consulting aimed to provide companies with real and practical opportunities for leveraging the growing variety of available data and to drive insights for more effective decision making, ultimately leading to top- and bottom-line growth. Their recommendations ranged from establishing a solid analytical foundation to build on to developing a procedure of converting data into insights.

KEY QUESTIONS:
Is dealing with Big Data really a serious challenge for the industry? How can CPG companies convert emerging forms of Big Data into useful analytics and insights to improve business results? What are the risks of not dealing effectively with Big Data?

Here's what the experts have to say...

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Market Watch

VideoMining Releases Benchmark Reports from Center Store MegaStudy

Website Coupon Expenditures Increase in First Quarter

AFS Technologies Supports Produce Suppliers in Traceability Movement

Mobile App for Defense Commissary Now Available

Supply Chain Leaders to Convene for Global GS1 Healthcare Conference

JUST PUBLISHED

Shopper Technology Institute Publishes Its First Book,

The Essentials of Shopper Technology

Shopper Technology consists of tactics and applications that engage and motivate shoppers, analyze their behavior, and enable trading partners to improve their operations. Retailers and consumer packaged goods (CPG) manufacturers are embracing these new solutions as technology becomes a true agent of change. The providers of these solutions have invested mightily in the future of this industry. Their sophisticated offerings are built on a foundation of thought leadership.

This book is all about sharing that information and insight. There are chapters that outline challenges facing merchants and marketers. Some chapters present the essentials of Shopper Technology, while others offer a deeper dive into these solutions and their implications. Because of Big Data, digital innovations, and an evolving path to purchase, the job of merchants and marketers often seems daunting. So consider this book as a way to cut through the clutter as technology roars on, competition heats up, and shoppers become more demanding. Coming to grips with technological change may be challenging, but it is the key to success.

Click here to read sample chapters and reviews, and view ordering information for the hardcover, paperback, and Kindle editions.

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