MRO Magazine

Survey from Gladson and Consumer Goods Technology Underscores the Importance of Retailer-Supplier Collaboration for Customer Satisfaction

July 28, 2015
By Business Wire News


A survey released by Consumer Goods Technology, an integrated media brand for consumer goods executives, and Gladson, the leading provider of product content and related services for the consumer goods industry, sheds light on how manufacturers are amplifying their collaboration efforts with retailers to better engage shoppers. The survey also discusses the role product information plays in the selection, purchase and overall experience consumers have when shopping for consumer products.

“With master data management playing a major role in the foundation of B2B e-commerce, it is more critical than ever that branded product data is complete and consistent across all platforms,” said Kara Romanow, executive editor, Consumer Goods Technology. “That is why we took a closer look at how consumer goods companies are managing item data, especially as the primary sources for this data (brand websites, word of mouth and retail websites) continue to rapidly evolve.”

Key findings from the survey, Current and Consistent Product Data, include:

  • Manufacturers are partnering with retailers on several initiatives to improve the customer experience, with each of these initiatives fairly close in priority: market research (50 percent), digital promotions (44 percent), improved planogram compliance (44 percent), store-specific assortments (41 percent) and store optimization (41 percent).
  • With the reliance on online information by consumers, organizations are challenged to keep product content current. Lack of internal resources to maintain product data is the top challenge cited by 57 percent of respondents, followed by the pace of updates at 45 percent and the sheer volume of platforms at 43 percent.
  • One of the ways manufacturers hope to create a more engaging online experience is by enhancing product content on corporate and retailer websites. When amplifying website content, the priorities are more product images/views, value-added content (e.g. product reviews, recipes) and expanded product details.

“Conclusive with these findings, when a manufacturer is operating from a consistent base of product information for B2C and B2B processes, it puts itself and its trading partners in a better position to satisfy shoppers, increase sales and realize tangible operating efficiencies,” said Gladson CEO and president Susan Sentell.

“With 75 percent of respondents indicating that 15 percent or more of their product portfolio is updated each year, we know how challenging it can be to create, maintain and distribute this digital information. Our focus at Gladson is to help our customers establish one version of product truth across their enterprise and the marketplace, leading to improved shopper engagement and retailer collaboration and execution.”

To help its customers establish one version of product truth, Gladson’s industry-leading product content database – with product images and information for over 1 million CPG items – can serve as the product content source for everything from e-commerce and advertising to category management and master data management. Gladson provides its digital content in enterprise-ready formats to ensure that it can be quickly and seamlessly integrated with customers’ technology systems.

To further extend the impact of its content from the enterprise to the store, Gladson offers planogram services and shelf edge merchandising tools that help manufacturers and retailers collaborate more successfully at the store and category levels. Utilizing Gladson product images and dimensions, the company develops planograms that maximize sales and profitability, and provides shelf edge image strips and tags that promote planogram compliance and on-shelf availability.

To learn more about how Gladson is helping consumer goods organizations deliver consistent and compelling product information at every touch point along the path to purchase, read Gladson’s latest whitepaper here. To find out more about Gladson’s product content solution, visit

About Consumer Goods Technology

Consumer Goods Technology (CGT), an integrated media brand, is the leading resource for consumer goods executives looking to improve business performance. Delivering content in print, online and face-to-face, CGT reaches an audience of more than 76,000 consumer goods executives working at the intersection of business and technology ranging from managers and directors to VPs and CIOs. CGT also covers business and technology trends in all major segments of the consumer goods sector, including Food, Beverage, Packaged Goods, Health & Beauty, Consumer Electronics, Apparel and Footwear. For more information on CGT, visit

About Gladson

Gladson delivers the most comprehensive product content solution on the market today. The company combines the industry’s largest and most dynamic database of consumer product images and information with high-impact category management and Store Optimization Services to maximize sales and operational efficiency. Gladson’s enterprise-ready digital product content fuels strategies for e-commerce, space planning, marketing, advertising, supply chain, market research, mobile applications, master data management and other critical business processes. Gladson’s product content is captured in accordance with GS1 industry standards.

Gladson helps manufacturers, retailers and service providers plan and execute more effectively so they can meet shopper expectations across the path to purchase.

For more information, visit

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