Online research and insights platform Glow has entered a new partnership with GS1 Australia, signing a memorandum of understanding and an agreement to become a GS1 associate alliance partner.
PKN talked to a GS1 spokesperson about how this new partnership could affect FMCG packaging converters.
What does this new partnership mean for FMCG packaging converters and how might it help them? How may it affect or impact their business?
No direct impact on packaging converters from this MOU, per se. Indirect benefits include efficiency opportunities. This can include reduced wastage through the supply chain, driven by longer-running orders (less products failing) and improved production efficiencies as a result.
How can FMCG packaging converters benefit from the Glow | Smart Media platform?
Packaging converters could use this to ensure the contracts they are locking into are long-term and viable if they encourage manufacturers to use this solution. Packaging plays an important part of the NPD cycle given 80% of purchase decisions are made at the shelf. Packaging can determine if a product succeeds or fail. Through Glow, consumers can identify the packaging that they like the most in products they purchase - this is a brand benefit and a packaging benefit.
How can the consumer and brand owner benefit from the Glow | Smart Media platform?
Consumer feels like they are having a say in the innovation process with Glow, and over 75% of consumers state that this is important to them.
Brands using Smart Media can ensure their products are portrayed by their trading partners in the way they want, further ensuring that the consumer has detailed product information to make an informed decision, which is important for both consumer and brand.
Glow has a database of 700,000 Australians and 30m in 87 countries that it can tap into for representative consumer insights - this is now a simple cost-effective process.
Why did GS1 Australia and Glow enter into this partnership and what led to the decision?
This MOU was entered into in order to align the need for improved barcode and media consistency/quality through the research process more seamlessly, utilising two extremely powerful, market-leading platforms.
GS1 Australia aims to help businesses ensure a fast, efficient and accurate flow of digital content with their trading partners. Adding to this they can now via Glow receive feedback regarding their products which will enable them to make informed product development decisions ensuring they win on the shelf.
What is the strategic intent/commitment of the MoU?
Strategic intent of the MOU is to commit to evaluating the consumer, market and economic demand and benefits for the alliance in order to identify and prioritise strategic alignment to protect and enhance brand equity.
The aim is to ensure it is accessible by all businesses, big and small, and making it as easy as possible for manufacturers to access and understand the insights and analytics needed to maximise digital shelf performance.
