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GS1 Trustmark Overview

Cameron Green

October 2016

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What is the GS1 Trustmark?

• A visual symbol that differentiates product information coming from brand-owners from questionably acquired product information that comes from other sources

• Used for data coming from GS1 Source/GDSN

- Will also apply to the GS1 Data Services Cloud (if approved)

• Visible in mobile apps and on websites

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How do SmartLabel™ and the GS1 Trustmark Differ?

• SmartLabel™ establishes a brand’s participation in the programme and sets an expectation for a common experience for the customer

- The on package icon itself means that the brand owner will present the data in a SmartLabel™ compliant manner online.

• The GS1 Trustmark is a discreet digital symbol found adjacent to data wherever the consumer is digitally shopping (mobile app, ecommerce website, etc.) “certifying” information as accurate according to the brand-owner.

Other “trusted data” symbolsmay exist and should be identified

Spain example on Pepsi

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GS1 Trustmark elements

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Symbolstested

Text

Brief text explanation*. Learn more.

Link to more detailed explanation

1 2 3

* Recommendation is this field will be “information from the brand owner”

Digital only usage: Symbol may appear alone or with text

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Link to more detailed explanation

The “Learn more” text would link to a consumer-facing webpage with more information about the GS1 Trustmark

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Example of GS1 Trustmark

webpage

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VideoGS1 Trustmark shown to consumers

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Global Pilot

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Global pilot milestones:1. Review pilot documentation with interested aggregators 2. Call for participation to MOs and Aggregator Community3. Country pilots begin with help of GS1 GO and MOs4. Aligning completion dates with Data Strategy project 5. Learnings collected and global pilot reportTarget Completion: JUNE 2017

Two ways to participate:1. Run a consumer survey in your country (similar to PepsiCo research recently

completed in the US ) 2. Leverage your own Data Aggregator to pilot the GS1 Trustmark on an e-

commerce website or mobile app (for organisations who have already implemented the GS1 Source standards)

http://www.gs1.org/gs1-source/latest

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Global GS1 Trustmark pilot

The objectives of the pilot are to establish:• Value propositions for consumers and businesses• Best practices for mobile/website developers• Best practices for 3rd parties and aggregation services• Guidance for GS1 GO to maintain conformanceWhat are the benefits of participating in the pilot?By participating in the pilot your company will gain the first-mover advantage in this exciting consumer transparency area covering:• Importance and value of trusted product data for consumers• Proof for brand-owners that consumers make buying decisions using trusted

product dataConfirming participation

• Indicate your interest in participating by sending an email to Cameron.Green@gs1.org with Trustmark Pilot in the subject line

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mailto:Cameron.Green@gs1.org

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Full PepsiCo/GS1 survey to be provided to pilot participants

APPENDIX:Consumer Research on GS1 TrustmarkSummary of results

October 2016

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Background

• PepsiCo carried out consumer research into GS1 Trustmark in Aug/Sep 2016

• 650 US consumers contacted via online research- 50% general population- 50% “tech-savvy” (used a smartphone to get product information about

groceries or shopped online for groceries)

• Two objectives:1. Understand whether GS1 Trustmark has a value to consumers2. See which of two design options for GS1 Trustmark consumers prefer

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ResultsValue of GS1 Trustmark to consumers

• Trustmarks are well-used by tech-savvy consumers- 75% of tech savvy consumers use Trustmarks vs. 41% of general population

• Trustmarks are most widespread and relied upon with food products.

• 90% Trustmark users claim that Trustmarks drive them to buy more products

• Tech-savvy consumers support the GS1 Trustmark concept- 69% like extremely/very much seeing GS1 Trustmark on a shopping site- 83% consumers believe GS1 Trustmark would make them more likely to buy- 79% believe the GS1 Trustmark to be extremely/very credible

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ResultsDesign preferences

• Two options shown:

• Clear preference for Option 2: for consumers who expressed a preference between Option 1 and Option 2, 70% preferred Option 2

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Option 1 Option 2

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ResultsOpinion of GS1

• Consumers watched a video showing the GS1 Trustmark concept

• Overall opinion of GS1 after watching the video was very positive as shown below

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33% 21% 19% 10% 9% 7%1%

10 9 8 7 6 5 4 or less

* Positive opinion = 10, Negative opinion = 1

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ResultsImpact on likelihood to buy

• 83% of tech-savvy consumers consider that GS1 Trustmark would increase their likelihood to buy

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Probably would increase

Definitely would increase

No impact

Probably/Definitely Would Decrease 1%16%

39%

44%

83%

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ResultsCredibility of GS1 Trustmark

• 79% believe the GS1 Trustmark to be extremely/very credible

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1%20%

44%

35%

79%

Very believable

Extremely believable

Somewhat believable

Not Very Believable

GS1 Trustmark OverviewWhat is the GS1 Trustmark?How do SmartLabel™ and the GS1 Trustmark Differ?GS1 Trustmark elementsLink to more detailed explanationVideo�GS1 Trustmark shown to consumersGlobal PilotGlobal GS1 Trustmark pilotAPPENDIX:�Consumer Research on GS1 TrustmarkBackgroundResults�Value of GS1 Trustmark to consumersResults�Design preferencesResults�Opinion of GS1Results�Impact on likelihood to buyResults�Credibility of GS1 Trustmark