Migros Ticaret A.Ş. CEO Özgür Tort: From now on not the packaging but the data of products will have a say.

29-01-2021

Migros is the forerunner of the project on product information digitalization and standardization in Turkey, undertaken by the Consumer Goods Forum (CGF) whose Global Retail Co-Chair is Migros’ CEO Özgür Tort, in cooperation with GS1.

Migros is the forerunner of the project on product information digitalization and standardization in Turkey, undertaken by the Consumer Goods Forum (CGF) whose Global Retail Co-Chair is Migros’ CEO Özgür Tort, in cooperation with GS1.

When the project, which aims to ensure a consistent information flow and transparency between retailers and manufacturers has been completed, consumers will be able to access more accurate and detailed information on their purchases both in the store and online.  Migros Ticaret A.Ş CEO Özgür Tort said that; ‘We can talk about a real customer experience only when the consumer has access to every information of the product and this information is presented at the same standard for each product. This system will allow us to speak about the data, not the packaging of the products. Our customers will be able to check product ID. In order to pave the way for the sector, Migros has taken the first step and transferred all of its unique food product brands to the GS1 barcode verification system. We have also invited our manufacturers to join the system’.

Nineteen manufacturers including; Bahçıvan, Colgate Palmolive, Eti, Hayat Kimya, Nestle, Numil, P&G, Yaşar Joint Marketing have joined Migros’ initiative in cooperation with GS1 Turkey and thus 7 basic product information of almost 2,400 products have been registered to GS1 Barcode Verification System. Our aim is to register all products sold in Migros to the system by 2021.

Migros is the pioneer of the global project in Turkey, undertaken by the Consumer Goods Forum, in cooperation with GS1 which aims to provide comprehensive, detailed and correct product information to consumers during their purchase both in the store and online. Migros’ CEO Özgür Tort who is the Retail Co-Chair of the Consumer Goods Forum is the first and only member from Turkey to join the GS1 Global Executive Board in order to contribute to the global operations of the project. Tort is also a member of GS1 Turkey Executive Board.

It will be possible to provide customers with credible and transparent information

The first phase of Migros’ project led by GS1 Turkey, together with manufacturers, aims to designate every product with a valid barcode provided by GS1. Barcodes which will bear 7 basic information such as; product barcode number, unit of measure, quantity of measure, product visual, product category, targeted market, company name will have the features of a product ‘identity card’. In the second phase; retailers and e-trade markets will check the validity of all products on sale through the GS1 Barcode Verification System.

The GS1 Global Data Model initiative, which is undertaken simultaneously, will give the opportunity to determine detailed product information and features that could be accepted as a global standard.

Product information will be standardized and coherent

The information submitted to the barcode system by the manufacturers will flow to all retailers and e-trade websites from a single point. Thus, standard and coherence in product information and efficiency in processes will be ensured. Thanks to the Global Data Model, customers will be able to scan product barcodes in the store and access comprehensive product information in addition to the one stated on the packaging. This will also contribute to the safe finalization of online shopping that was put on hold due to lack of product information.

Özgür Tort: “From now on not the packaging but the data will have a say. The real customer experience starts now.”

Migros Ticaret A.Ş. CEO Özgür Tort said that; ‘Since the day of our foundation, we have been deepening our work in order to have a better understanding of our customers. We want them to be able to access detailed information about every product on the shelves, while we gather information about them. We believe that this is the only way to ensure a real customer experience. In the past, products used to be brought in sacks. Then, they were wrapped up in order to ensure safety and a longer shelf life. Later, packaging came into our lives. Now, the consumers pay attention to many features from nutrition value to preservatives that are used, to sustainable use of resources. This project that will bring a correct flow of information and transparency to consumers will allow the data, not the packaging to have a say. Our customers will be able to enter specific product features and reach the recommended products. I believe that this project will immensely contribute to our sector and customers.’

Product information of almost 2,400 products in the system have been gathered in a poo

Migros, paving the way in the sector and taking the first step, has registered all private label food brands and made a call for its local and foreign business partners to join this project. Anadolu Efes, Bahçıvan, Barilla, Coca Cola, Colgate Palmolive, Danone, Efe, Eti, Ferrero, Hayat Kimya, Henkel, L’Oréal, Nestlé, Numil, P&G, Pernod Ricard, Sedat Tahir Consumer Goods, Unilever, Yaşar Joint Marketing have supported the project. The information of almost 2,400 products, including Migros PL products, in the system have been gathered in the GS1 platform, through GS1 Turkey. Migros also checks and verifies the barcodes of the manufacturers, who joined the project, through the GS1 Barcode Verification System. Thus, a double check up is ensured since different teams submit and verify the information. The aim is to register all products on sale under the roof of Migros to the GS1 Barcode Verification System.