Suppliers and retailers are encouraged to use automated methods to create off-pack size lozenges within image tiles. One example for how this could work is summarised as follows:
- The suppliers and their design agencies create the digital pack, which is a representation of the physical pack that is optimised for e-commerce.
- The suppliers decide whether it would be helpful to complement the digital pack with a size lozenge. If so, they embed this information into the file name for the image. For example, they can specify the product size as ‘250ml’ or ‘serves 4’. For bundle layouts the size might be specified as 6x500ml or 4x25wipes.
- Automated methods can then produce multiple versions of the image, using the information from the file name. One version contains no off-pack communications, and one contains a size (or quantity and size) lozenge if specified. The extended version of Clari-Fi offers one way of automating this at scale, which uses PowerPoint to add the off-pack size lozenges into images. Any number of images can be processed at the click of a single button.
- Retailers that display size prominently underneath the image should use the version without the size lozenge.
- All other retailers should use the version with the size lozenge.
This is recommended as the best-practice approach, because:
- It works at scale, with current technology in use by retailers, and without requiring retailers to consider whether each individual image should or should not have off-pack communications.
- It is guaranteed to work cross-platform, on a global basis, in all retailers, and is stable across all browsers on desktop and mobile and within retailer apps.
- It guarantees consistency in the styling of off-pack communications, because these are generated automatically by a computer, rather than manually by a human. Creating off pack size lozenges from filenames can also prevent suppliers from changing any aspect of the visual design.
- It makes the best use of the limited screen space available on mobile devices. This is because it presents off-pack communications within the image tile for products that need them, and allows these communications to be omitted when they are not required. This is more space efficient than presenting size universally in a separate position in the retailer interface.
- It empowers retailers to choose whether they want images that contain off-pack size lozenges.
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