Mobile - Savvy Shopper Report (UK) : only 9% of scans returned the correct product description
The research examined the quality of product descriptions and image data available in three third-party, generic apps. 375 grocery products were selected at random and scanned using the three generic apps. GS1 UK and Cranfield School of Management were then able to rate the accuracy of data available to the apps by comparing it to data authorised by the brand owner. From a total of 1,125 scans across all three apps, only 9% of scans returned the correct product description when compared with the brand owner’s approved data.