Analyst Insight: In the age of information, there is a tremendous opportunity for retail companies to distinguish themselves as consumer-centric by exceeding expectations for online product content. Many retailers and brands are stepping up their ability to provide the detailed, accurate digital product information consumers need to make informed purchase decisions. To create competitive end-to-end shopping experiences, these companies are leveraging global standards to make it easy for consumers to discover and purchase products whenever and wherever they are. - Rich Richardson, vice president of standards development, GS1 US