LOUISVILLE, Ky., Feb. 8, 2017 /PRNewswire/ -- Sgsco, a global leader in package production and related marketing services, and GS1 US, a not-for-profit standards organization, offered resources and guidance to help CPG companies win market share and navigate the latest omnichannel path to purchase model, dubbed by sgsco as the Moment of Sale™. The information was shared at the 2017 Food Marketing Institute (FMI) Midwinter Executive Conference, held Jan. 27-30 in Scottsdale, Arizona, where sgsco CEO Aidan Tracey and GS1 US President and CEO Bob Carpenter co-hosted the panel, "Winning at the Moment of Sale: Why the Rise of the Digital Shelf Changes the Consumer Path to Purchase."
"As consumers rapidly adopt new shopping habits via technology, brands and retailers must adjust their thinking beyond where the product is available for sale to how the consumer is shopping," said Tracey. "We believe the shift from the physical point of sale to the Moment of Sale represents a new framework and opportunity for building brands with consumers. These moments can happen at home, on public transit, at an event or in the store – and the way a CPG brand creates, manages, and distributes its packaging content assets will have a significant impact on its future market position."
Tracey encouraged attendees to utilize the resources developed by sgsco, which include a Q&A with Carpenter titled, "Satisfying Consumer Demand for Frictionless Commerce," and a white paper titled, "Is Your Brand Ready to Own the Moment? Optimizing Package Design for the Moment of Sale." The materials are free and can be accessed at www.sgsco.com.
"We are proud to make these resources available to CPG brands so they can better understand the significant shift and opportunities in today's marketplace," said Tracey. "There's no denying the path to purchase has changed, and with more than 70 percent of consumers using a mobile device along their path, it will only continue to evolve at an accelerated pace. At sgsco, we understand the important and expanded role packaging content will play in a world where the physical and digital shelves coexist within one seamless consumer experience."
According to Carpenter, today's digital-savvy generations have an insatiable hunger for rich product information to inform their purchase decisions, but much of the digital information currently available is inaccurate or unreliable, which creates a poor user experience, ultimately diminishing brand loyalty.
"Retailers and brands have an opportunity to provide the detailed, accurate digital product information consumers require," said Carpenter. "To create competitive end-to-end shopping experiences, forward-thinking companies are leveraging global standards to make it easy for consumers to discover and purchase products, whenever and wherever they are."
For more information about the Moment of Sale, send an email to OwnTheMoment@sgsco.com.
Sgsco is a global leader in package production and related marketing services with a strong history as a provider of design-to-print graphic services. Comprising a collective of companies and people, sgsco offers many of the world's leading CPG, Pharma, Retail and Printing companies a full spectrum of innovative packaging solutions that streamline the capture, management, execution and distribution of graphics information in all channels. A strong global infrastructure, built around the SGS production engine, provides the opportunity for sgsco's 3,200 professionals to share worldwide learning, insights and understanding to create unique physical and digital solutions for all customers. Sgsco's Canadian headquarters and flagship office are based in Toronto. Sgsco's global headquarters and production engine, SGS, are based in Louisville, Kentucky. To learn more, visit www.sgsco.com.
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