Article

Sarang Pharate
Sarang Pharate 2 July 2018
Categories Technology

Doing SmartLabel Right with Separation of Data Attributes & Front End Design

One of the primary considerations brands need to look at is how they would like to deliver their SmartLabels and how to structure their solution. Read more to understand how to deploy a dynamic Smartlabel solution for your brand

SmartLabel™ is one of the pioneering movements under the consumer transparency umbrella of initiatives. The GMA and FDA led SmartLabel allows brands and consumers alike to enrich their product experience by electronically delivering deeper product information through QR codes placed on the product packaging.

The GMA also predicts that 80% of the packaged groceries will feature SmartLabel™ within the next five years.

Key brands like Cadbury, Garnier, KitKat, Hershey’s, Pepsi, have actively lead the way in deploying SmartLabelwhile many other manufacturers and brands across the US have chosen to watch and wait before moving ahead with their own plans.

One of the primary considerations brands need to look at is how they would like to deliver their SmartLabels and how to structure their solution. For smaller brands which have a small portfolio of products where the product information doesn’t undergo changes for years, it may be simple to create SmartLabels as simple HTML pages which are triggered when a QR code is redirected to these pages.

However, in reality, product information is dynamic in nature for most brands and products. There are often situations where an ingredient in a product may change, a nutrient value may change. The packaging size or quantity may change and this may result in other attributes having to be updated too.

SmartLabel solutions for most require dynamic systems with a clear separation between the SmartLabel data attributes and the front end SmartLabel design which is what consumers look at. Solutions structured this way allow the system/application to separate the data from the actual label. While the label fetches data from a dynamic source, alterations can be made to the existing product data without affecting the printing or product packaging in any way and allow for frequent updates to the data and keeping the information fresh.

In the longer run, these systems that allow for quick changes and easy updates are cost-effective and economical. On analysing requirements for smaller sets of products, it may seem more economical to use a development team to generate static SmartLabels where the attributes are populated within each individual web page, however, when it comes to being able to make changes, update values, comply with keeping the attributes updated, it requires continuous development efforts which simply add to the cost and turns into a tedious process.

Selecting the right solution involves checking to see whether the separation between the data attribute management and the front-end design exists and allows you to dynamically update and publish information without too much effort or development cost.

If you’ve ensured this is possible, chances are you have a long-term solution in place that will not just enable to you launch your SmartLabels but keep them doing what they were meant to do which is deliver rich, accurate product data to consumers beyond the restrictions and constraints of product packaging and traditional print labels.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
Deep Link vs. Universal Link: Which One is Better?

Deep Link vs. Universal Link: Which One is Better?

Are universal link and deep link the same thing? There are some big differences, let's understand them.

Stefano Pisoni
Stefano Pisoni 17 March 2020
Read more