Protecting Your Brand in the Age of Mobility

Smartphones have caused consumer purchasing behavior to change. Find out how to protect your brand in the mobile age.

The GS1 recently conducted a report in conjunction with Capgemini that explains how the smartphone is playing a critical role in consumer purchasing behavior, and what companies can do to help influence consumer behavior.

According to the report, “Beyond the Label: Providing Digital Information Consumers Can Trust,” increased smartphone usage has lead to an increase in demand from consumers for more information, which in turn, has lead to an explosion of data from a wide variety of sources.

In fact, over two-thirds of consumers want nutrition and ingredient information and over 30 percent of smartphone users have downloaded a barcode scanning app. However, depending on where their searches take them, consumers are becoming more and more frustrated with incorrect product information.

In some cases, 91 percent of mobile barcode scans returned incorrect product information, so it’s no wonder consumers are getting frustrated. What’s more, is that 38 percent of consumers will not purchase a product if they don’t trust the information they get on a smartphone, and 35 percent might stop using an app if it lead them to the wrong information.

So, what can brands do to prevent this? In some cases, such as third-party or “crowd-sourced” sites, brand managers have little control over the information posted. However, managing your brand should focus on data integrity and collaboration with other companies and sources to ensure an enhanced consumer researching experience. Learn more on how to protect your brand in the mobile age.