Path to Purchase Expo

September 26-28, 2017 | Donald E. Stephens Convention Center | Rosemont (Chicago) IL

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How Transparency Influences Shopper, and the Implications for Commerce and Retail

D3
Date and Time: 
Wednesday, September 27, 2017 - 2:00pm to 2:45pm
Track: 
Omnichannel Solutions

Building trust through product transparency can only be accomplished by flooding the food data desert to satisfy ever-increasing consumer demands for transparency. According to Label Insight survey data, 94% of consumers seek more detailed product information, and nearly half of consumers consider themselves "not informed at all" about a food product even after reading the label. In fact, 73% would be willing to pay more for a product that offers complete transparency in all attributes. Transparency influences shoppers to purchase products with confidence, to buy products that inspire trust and to pay for that trust even if it costs more than less transparent options. The table stakes requirement for brands and retailers is a whole new clarity and focus on complete, accurate, 360 degree digital data about their products. The real solution relies on owning and organizing all of the data about products. Attendees will:

  • Understand the new dynamics of the loyalty economy. 
  • Learn how data hygiene and harmony become the keys to meeting consumer trust expectations.
  • Understand how digital transparency impacts trust conversion, both in the aisle and outside the store.
Speakers: 
Patrick Moorhead

Speaking at this Session

Patrick Moorhead

Chief Marketing Officer
Label Insight

Patrick Moorhead is responsible for all aspects of brand marketing and communications. Prior to Label Insight, Moorhead led Twitter’s relationship with Walmart, including paid media advertising, structuring and formalizing how the two companies shared and utilized their respective proprietary data, how the retailer could enhance its customer service offerings with Twitter technologies, and helping top Walmart executives engage directly with customers on the Twitter platform. Moorhead was vice president of mobile at Catalina, where he was responsible for implementing solutions for CPG manufacturers. Prior to joining Catalina, Moorhead served as SVP & global director of mobile platforms at FCB. At Razorfish, Moorhead led R&D on behalf of the agency’s emerging media group. Moorhead holds a bachelor’s in fine arts and philosophy from Kenyon College.