GS1 US, Ewing, N.J., developed Verified by GS1, designed to provide consumer packaged goods (CPG) retailers and marketplaces with brand-verified product data, creating a global, cloud-based GS1 Registry Platform of unique product identifiers and attributes.
Verified by GS1 makes it possible for CPG brand owners to consistently share a core set of attributes, including the product’s Global Trade Item Number (GTIN), brand name, product description, product image URL, global product category, net content and unit of measure and country of sale.
“Product data is essential to inform shopper purchase decisions, but today, online retail is plagued with inaccurate and incomplete information that’s often sourced manually, which can result in dissatisfied consumers and costly returns for retailers,” says Angela Fernandez, vice president, community engagement. “Once Verified by GS1 reaches critical mass globally, brand owners will have a single source for retailers, marketplaces and other stakeholders to automatically verify the integrity of product listings.”
GS1 developed Verified by GS1 in collaboration with multiple member companies of Consumer Goods Forum, Silver Spring, Md., including Kellogg Co., Kroger, Procter & Gamble (P&G), Walmart, Wegmans and more. While these stakeholders have already begun gathering and populating the global GS1 Registry Platform with the required data, Verified by GS1 is rolling out in a phased approach beginning with CPG companies in the United States, Belgium, Brazil, France, Germany, India, Mexico, and the Netherlands.
“Verified by GS1 will strengthen consumer confidence in product information while helping ensure that the item a shopper expects is the item they receive,” says Alfredo Colas, North America IT director, P&G, Cincinnati. “We want to show consumers that we take their needs very seriously and are committed to providing consistent information across all channels, which is why we have prioritized supplying Verified by GS1 with quality product information.”
“Consumer trust starts with complete and accurate information that supports a shopper’s path to purchase,” says Cameron Geiger, senior vice president, Walmart, Bentonville, Ark. “Verified by GS1 will help to ensure that retailers can provide high-quality product listings that customers expect in today’s digital world.”