Path to Purchase Institute Launches TransparencyIQ

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Path to Purchase Institute Launches TransparencyIQ


TransparencyIQ, the retail industry’s first event to address the desires of consumers to know what’s in the products they use and consume, is scheduled for Oct. 17-18 in Rosemont, Ill.

The event will be hosted by the Path to Purchase Institute, part of EnsembleIQ, parent company of Progressive Grocer.

The "Label Insight 2016 Transparency ROI Study" reports that 94 percent of consumers say it's important that brands and manufacturers are transparent about what's in their food and how it's made. In addition, 73 percent of consumers are willing to pay more for a product that offers complete transparency.

Many CPG brands and retailers are responding to customer demand for information by adopting a philosophy of transparency.

“Transparency is emerging as a critical consideration on the shopper's path to purchase. While ingredient information is vital, it's only part of the honest and authentic relationship shoppers want to have with the products and services they purchase,” said Michael McMahon, president and executive director of the Chicago-based Path to Purchase Institute. “In a highly competitive market, transparency is a successful strategy for winning consumer loyalty.”

Since transparency affects many facets of the retail industry, from supply chain to regulatory specialists to marketers, the conference will engage executives from a variety of disciplines. It will address best practices for strategic marketing with transparency, the value of transparency, and tangible applications for building stronger consumer connections.

The program includes case studies, information on using shopper data to drive decisions, how the shopper path to purchase should influence marketing strategy and how retailers can own health and wellness.

Industry leaders from PepsiCo, Topco, Unilever, GS1 US, Cognizant and the University of North Carolina have joined founding sponsor Label Insight on the TransparencyIQ Advisory Board. The board will provide insights and perspectives as sessions and speakers are selected.

For more information, visit or contact Pat Payne at [email protected].