Think of “mass merchandising” as products offering lowest-common-denominator benefits to consumers. In the name of economy, mass-merchandising product manufacturers often sell their wares with too little regard for personal preferences and needs.

Investopedia.com defines the term: “A mass-market retailer, or mass merchandiser, is a company that affordably sells large quantities of goods that appeal to a wide variety of consumers. Mass-market retailers are not necessarily known for selling durable, high-quality merchandise or for having exceptional customer service, but they do meet consumers’ wants and needs at reasonable prices.”

In an effort to be cheap and fast, quality of product and customer support is often compromised. Just as with the product itself, labels suffer from this state of affairs – along with customers who have to navigate their way through them.

Here is a relevant and relentless example of how labels get caught in the “cheap and fast” realm, leaving customers to suffer with consequences of poor quality and shortsighted decision-making – poor access to the most critical information. Between tiny type, balky “peel back” labels, and poor prioritizing of the most important customer disclosures, getting the complete and accurate picture can be difficult for many. While it’s generally a quick online search to find the recommended dosage of a health supplement, for example, finding the needed information on the label itself can be tricky.

Most would agree that the recommended dosage is always a top priority. Yet, illegible tiny type and/or the need to peel back the label to see this critical information hamper the effort. Using a magnifying glass or phone app is often required. Then, of course, there always can be the “adhesive” challenge. Depending on how the peel-back is affixed, it can be arduous to open. In some cases, the label information is damaged by peeling it back.

These are prime examples of prioritizing cheap and fast over quality. While a cheap label adhesive may save a few bucks, the loss of customers frustrated with lack of user-friendliness will be much more costly long-term.

So, how can labels become “good stewards” of customer service excellence for product manufacturers? Here are a few straightforward tips:

1. Deploy extended content labels (ECLs) in lieu of peelbacks. This can substantially expand the usable label terrain, enabling larger type fonts, inclusion of more information, and the ability for consumers to see what they need and want without a lot of searching. Think of ECLs as mini-brochures that can be well-designed to present the product in its most attractive, informative, and professional light.

2. Default to a QR code if you’re “going off-label.” Smartphone users, particularly, are now accustomed to accessing QR codes to get more information than what’s on the label itself. If you’re going this route, be extremely strategic about what appears on the label and what gets linked through the QR code.

First, ensure including all required/regulated information and disclosures mandated for the label itself. Then, see what terrain remains. If required information with the QR code in place leaves white space to play with, consider upping the type size to make it more readable. Resisting the temptation to over-promote on the actual label – defer to providing accurate facts, figures, and legitimate certifications.

3. Combine #1 and #2 for maximum flexibility, disclosure, and readability. With this bandwidth, you can be both informative and promotional. Just be sure not to overstate or mis-state any claims. Increasingly, consumers are getting educated about unsubstantiated product representations. Give them credit for being able to discern solid truth from deliberate misleading BS.

Remember that social media, digital reviews, and reputation management platforms have become the “lie detectors” of product quality, customer service, and authenticity. And, mainstream media is all too eager to jump on the “negativity bandwagon” to sensationalize the story. As airlines and one plane manufacturer are discovering all too poignantly, it doesn’t take long for quality, customer service, and authenticity gaffes to ruin reputations and impact bottom lines.

4. Plan ahead for packaging. To conserve resources, appearing earth-friendly in the process, many companies are downsizing product packages. Consider ways to “upsize” them creatively that don’t require huge extra resource commitments. ECLs, if not ridiculously voluminous, are one way to “upsize” the label itself.

Also consider how to make containers and packages able to contain more product and offer more information without increasing overall dimensions.

This can be an excellent lesson in geometry. For example, a square container may afford more space for both product and label, but reinforcing its corners to maintain structural integrity can require more materials. Look at the options and tradeoffs and think outside the box!

“Cheap” and “fast” have become today’s corporate mantras in too many places. Companies placing top priority on “good” typically discover a variety of benefits in reputation, customer retention, and revenues.

Mark Lusky (www.markluskycommunications.com/mark-lusky-bio) is the president of Lusky Enterprises, Inc. (www.markluskycommunications.com), a 41-year-established marketing communications company dedicated to clients that live and breathe trust, likeability, and respect (thereby eschewing the “lie, cheat, steal” culture so prevalent today). Contact him at: 303-621-6136; [email protected].