Is Your Store Brand Ready for a Digital World?
Unique Product Identification Standards for an E-Commerce World
There has been a constant flurry of news of retailers announcing new and enhanced store brands – retailers are seeing store brands as their secret weapon to differentiate themselves from the competition by providing consumers with unique experiences and product offerings that drive consumer loyalty and as their strategy for growth.
Traditional Store Brand Product Identification Doesn’t Work Well Online
Before e-commerce and omni-channel retail, store brands sold by individual retailers were limited to the four walls of their own stores. These products were labeled with internal proprietary identifiers whose sole purpose was to support price lookups.
Today’s consumers are digital consumers, and they are shopping and buying when, where, and how they want. With the advent of the internet, closed loop numbering systems are no longer adequate to meet the search and discovery needs of consumers. Since the numbers are not unique, they create two distinct types of problems—too little or too much information.