LAWRENCEVILLE, N.J. — GS1 US here and GS1 Canada have unveiled the Business to Consumer (B2C) Alliance, a new effort to address the growing need for accurate product information accessed via mobile devices and the Internet.
The alliance is composed of representatives from retailers, brand manufacturers and technology providers, including Kroger Co., Procter & Gamble, Coca-Cola, J.M. Smucker, Johnson & Johnson Consumer Group, Kraft Foods, PepsiCo and others.
“Kroger supports the work of the alliance because we believe it is good for our customers, associates and business,” said Chris Hjelm, chief information officer, the Kroger Co., in a statement.
Alliance participants have split into working groups to develop the most significant scenarios, or “use cases,” to define the logistical requirements, with GS1 standards as a foundational element.
The scenarios include a parent searching for allergen information; a shopper checking on whether a product has been recalled; a buyer who needs further instructions on product usage; and an eco-conscious person checking on a product's origins.
“Providing accurate information about our products is a critical part of building trust with our consumers,” said Werner Geissler, vice chairman, global operations, Procter & Gamble. “Leveraging GS1 standards, like the bar code, will allow this information to be delivered to consumers via Internet and smart phone applications when and how they want it. Brand owners are the best source for this information, and we support the B2C Alliance in this important initiative to improve the shopping experience.”
Search results for product data may be inaccurate due to several factors. One is the large number of possible data sources, including unauthorized “crowd-sourcing.” In research done by the Massachusetts Institute of Technology Auto-ID Lab on behalf of the B2C Alliance, more than 10% of searches for information about allergens, nutritional characteristics or other data returned incorrect or incomplete results.
