consumers

Report
Business-toConsumer
(B2C)
Training
October 2012
© 2012 GS1
1
Who’s who?
© 2012 GS1
How expert in B2C do you feel?
© 2012 GS1
What are your needs?
© 2012 GS1
Objectives
This course will introduce you GS1 Business-to-Consumer
(B2C) so you can:
• Understand market trends driving B2C
• Align with the global GS1 Source Project
• Make the right business and technical decisions to
set up a local data aggregator
• Engage your local stakeholders
• Create an action plan to roll-out B2C in your country
© 2012 GS1
Agenda
• Introduction
• Module 1: Understand your B2C market
• Module 2: Develop your B2C value proposition
• Module 3: Deliver value for B2C
• Module 4: Action Plan
• Conclusions
© 2012 GS1
GS1 Marketing Framework
1.
Understand
the market
2. Develop
the value
proposition
3. Deliver
value
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Module 1: Understand
your B2C market
Who are B2C stakeholders?
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Stakeholder List
•
•
•
•
•
•
•
•
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Consumers
Manufacturers
Retailers
Application Developers
Governments
Data Pools
Associations: industry, consumer
…
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Consumer Trends
•
•
•
•
•
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Technology Adoption
Health and Wellness
Ageing population
Budget
Higher expectations: value, quality, novelty, service
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Internet Broadband Adoption
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Mobile Adoption
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Consumers have become “digital
consumers”…
• 36% of the world’s
population owns a smartphone
(Nielsen, 2011)
• 50% of all retail sales are
web-influenced
(Forrester, 2011)
• 80% of consumers use
social networks to research
new products
(IBM, 2012)
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Consumer Research (1)
Benchmark
Category
Most popular types of information
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Manufacturer Trends
• Rising commodity costs: raw materials, food, fuel
• Growth: Supply chain vs. demand chain
• Corporate Social Responsibility: ethical, sustainable
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Retailer Trends
•
•
•
•
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eCommerce
Omnichannel
Growth: Private label, store formats…
Inertia of physical stores
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Source: OC&C Strategic Consultants
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App Developer trend
• Closeness to consumer needs
• Innovation
• Flexibility
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Digital product data is often low
quality
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Digital product data is often low
quality
• 64% of consumer product
webpages had problems with
information completeness,
presentation or accuracy
(Clavis, 2012)
• Only 29% of retailers and 40%
of consumer product companies
help customers find the exact
products to fit their needs by
offering specific search
attributes (e.g. “non-lactose”,
“organic”)
(Capgemini, 2012)
© 2012 GS1
Consumer Research (2)
Consumer survey undertaken by GS1 - 7 countries, 1000
representative sample in each country - “what do consumers
want?”
© 2012 GS1
73% of consumers
consider it important that
product information is
trustworthy
37% of consumers would
never use an app again if
it contained incorrect
product information
38% of consumers would
not purchase the product
if they did not trust the
product information
displayed about it on their
mobile phone
28% consumers would
never use an app again
if it contained no product
information
Consumers want information that is:
Correct
Complete
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Government Trends
• Food safety
• Food information for health and wellness
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EU Regulation 169/2011 - Background
• The law will come into force in December 2014 in all EU countries
• Requires that a significant amount of food information be available
to the consumer before he/she purchases pre-packed food on a
website or other distance sale
• This mandatory information must be available on or through the
website without charge to the consumer
• If the information is not available, the pre-packed food cannot be
sold on a website
• EU Impact Assessment completed by law firm Mason, Hayes &
Curran. See
http://www.gs1.org/docs/b2c/EU_FIR_Impact_Analysis.pdf
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EU Regulation 169/2011 – GS1 Activity
• Co-operation between the brand owner and on-line retailer will be
required to ensure that accurate and complete mandatory food
information is available to comply with the law
• The TSD Framework can fulfill this responsibility being placed on
the brand owner and website operator
• Full gap analysis of the EU requirements v TSD Phase 1 Attributes
being undertaken and the additional requirements will be proposed
as Phase 2 Food & Beverage attributes for TSD
• Separate one-pager produced spelling out how the GS1 B2C TSD
can support brands and on-line sellers in complying with it. See
http://www.gs1.org/docs/b2c/EU_Regulation_1-pager.pdf
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Data Pool Trends
• B2B  B2B2C
• Consolidation
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Key Targets
Brand Owners
Top 5 companies
Other companies
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Other organisations
……………………
……………………
……………………
……………………
……………………
……………………
……………………
……………………
……………………
……………………
……………………
……………………
……………………
……………………
……………………
……………………
……………………
……………………
……………………
……………………
“The aim of marketing is to know
and understand the customer so
well the product or service fits
him and sells itself.”
Peter Drucker
© 2012 GS1
Module 2: Develop your
B2C value proposition
GS1 B2C Trusted Source of Data (TSD)
GS1 aims to become the
trusted source of data to
support the communication of
authentic product data
provided by brand owners to
consumers/shoppers,
retailers and internet
application providers using
internet and mobile devices.
41
© 2012 GS1
Governance: Project Board
Co-chairs
Brands
Retailers
Other
© 2012 GS1
Australia, Colombia, Europe,
France, Germany, UK and US
B2C TSD – Project Overview
 The vision of the B2C project is that:
 Brand-owners can share relevant product information easily, thus
building trust with consumers.
 Internet application providers (IAPs) can ensure they are delivering
authentic data.
 Consumers can feel confident that the digital product information
they access is accurate, no matter how or where they shop
 8 countries participating
 6 core attributes and 19 nutritional attributes
© 2012 GS1
Project Scope
Basic Product Information
•
•
•
•
•
Product Name
Brand Owner Name
Product Description
Product Image URL
Product URL
Nutritional Product Information
•
•
•
•
•
•
•
•
•
Vitamins (Vitamin A - Vitamin C)
Calcium
Iron
Proteins
Calories - Energy (Total - Fat)
Carbohydrates (Total –
Dietary Fibre
Sugars)
Fat (Total - Saturated- Trans Polyunsaturated - Monounsaturated)
• Cholesterol
• Sodium
• Serving Size / Servings Per Container
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Vision: GS1 Trusted Source of Data
Happy Consumers
Brand Owners
Good
data
TSD
Service
Internet
Application
Providers
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Apps
Websites
Good
data
Good
data
Global Pilot
•
•
•
•
•
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Countries: 8
Aggregators: 5
IAPs: 5
Participating Brands: 30+
Products: 900+
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© 2012 GS1
Actions following pilot
• Pilot report published
See http://www.gs1.org/docs/b2c/GS1_TSD_Pilot_Report_Summary.pdf
• Project report written to address vision, roadmap, business
participation, operating model and data management.
See http://www.gs1.org/docs/b2c/GS1_TSD_Project_Report.pdf
• GSMP group chartered to work on interoperability
standards
• New Business Information Needs Group chartered with
joint GS1/CGF participation to ensure engagement and
alignment with TCGF
• “One-pager” produced for brand champions to engage with
colleagues at local level to explain the GS1 B2C TSD
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Global Groups
 Project is a joint initiative with the Consumer Goods Forum (TCGF)
 GS1 B2C Project Board: CEOs of active GS1 MOs, executives from active user
companies, TCGF, and academia. Responsible for setting the global direction of
the GS1 TSD project.
 GS1/TCGF B2C Information Needs Group (BING): All stakeholders involved in
the development the TSD and other related GS1 B2C projects. This is an industry
engagement group which focuses on business needs and drives the adoption of
global best practices and standards. More information at
http://www.gs1.org/gsmp/community/working_groups/ie.
 Global Standards Management Process (GSMP) B2C TSD Mission Specific
Work Group: Developing the global interoperability standards supporting the
phase 1 TSD data model and the architecture vision. More information at
http://www.gs1.org/gsmp/community/working_groups/gsmp.
© 2012 GS1
Solution Overview
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Solution Components
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GS1 Source: Global Architecture
Vision
Under development for delivery with standards
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2D bar codes for B2C
© 2012 GS1
GS1 Source: Value Proposition
Brand
Owners
Data
Aggregators
Data
Users
(Product manufacturers
and private-label retailers)
(GDSN Data Pools and
specialised aggregators)
(Online retailers, app
developers, governments)
Sell more
products and
protect the brand
by being accurately
represented in a
widespread way for
digital consumers
© 2012 GS1
Provide real-time
access to accurate
product information
authorised by brandowners
Get single-source
access to product
data authorised by
brand-owners
Comply to EU
distance-selling
regulations from
2013
Digital
Consumers
Use authentic
product data in
apps and on
websites
Value Proposition: Brand-owners
For ………………………………………..
who ……………………………………….
our ………………………………………...
provides …………………………………
Unlike …………………………………….
our ………………………………………..
ensures ………………………………….
because ………………………………….
© 2012 GS1
Value Proposition: Internet Application
Providers
For ………………………………………..
who ……………………………………….
our ………………………………………...
provides …………………………………
Unlike …………………………………….
our ………………………………………..
ensures ………………………………….
because ………………………………….
© 2012 GS1
Module 3: Deliver value
Are you ready for B2C?
Here’s what you’ll need:
• A data aggregator
• Product data authorised by brands
• Data users
© 2012 GS1
Running a pilot
• Build a committed team
• Brand-owners
• Solution providers
• Other stakeholders e.g. universities
• Keep focused on business needs not on technologies
• Define scope but encourage experimentation
• Create visibility
• Demo
• Press conference
• …
• Plan for success: what will be your next step when the
pilot is successfully completed
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Working with a specialised
solution provider
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MO approaches
•
•
•
•
© 2012 GS1
GS1 Belgilux
GS1 France
GS1 Canada
GS1 Australia
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Example: Nestle Australia’s B2B2C
Journey
•
2009: Nestle uses GDSN to sync item data via 1Sync
& GS1net to Australian retailers (price data locally)
•
2010: local B2C work group formed incl. support for
GoScan iPhone app development
•
Mar 2011: Local B2C data requirements confirmed
based on GDSN food & beverage data extension.
•
May 2011: Ext Labelling ‘call to action’ launched
asking retailers & brand owners to provide data for
GS1 GoScan
•
2012: Nestle signs up to GoScan service and also
uses 1Sync for B2C data incl. nutritional, ingredient &
dietary, information, allergen declarations & batch
number advice
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Example: Nestle Australia’s B2B2C
Process
• Nestle aligns internal processes to meet & sustain
GoScan data requirements
• Some local retailer req’ts not aligned to GDSN GDD
• B2C data is extracted from Nestle “Nutribank” to
supplement B2B data via 1Sync/GS1net
• Nestle B2C data published to GS1 Australia’s
aggregator - “DataBank”
• Product images supplied by Nestle via 3rd party
media company loaded in DataBank
• Nestle must validate all GoScan data and images in
DataBank for completeness and accuracy before
release to consumers
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Global Project: next steps
•
•
•
•
•
© 2012 GS1
Standards
Certification
Marketing
Phase 1  Phase 2
Digital Coupons
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Standards
• B2C TSD phase 1 standards published by Q1
2013
• Prototype planned to trial TSD Standard
Specification to improve the quality of the final
standard
• Prototype Participants: 1WorldSync, epcSolutions,
GS1 Colombia, GS1 France, GS1 Italy, GS1 Russia
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Certification
• Objective: Ensure data aggregators follow standards
correctly
• Benefits: Brands and IAPs know which aggregators are
participating in the TSD framework / Reinforces credibility
of the TSD framework
• Timeline
• Beta certification (8 pilot countries) – circa June 2013
• Full certification (all interested – target 14 countries) – circa Dec.
2013
• Details: see Data Aggregator requirements in Project
Report
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Marketing
• GS1
• Marketing launch in Q1 2013 in partnership with data
aggregators
– Use global umbrella name for framework: GS1 Source
– Global website explains framework
– Webinar series
• Data aggregators
• Declaring that service is “powered by GS1 [name]” part of terms
and conditions for accredited data aggregators
• User companies
• Support overall awareness and adoption via relevant
contacts/channels
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Phase 1  Phase 2
 Phase 1
 From May 2012 - Local services in multiple countries
 From July 2012 - Prototype Global Service (interoperability) in some
of the 8 pilot countries
 From September 2012 - Agree TSD name and marketing strategy
 From Jan 2013 - Full Production (global interoperability)
 Phase 2
 Country expansion into 2nd wave of countries (6 new by June 2013)
 Company expansion of other categories – core attributes only
 Agree new attributes with CGF sub-group
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B2C TSD Timeline
2012
JUNE JULY
2013
POC
Ph. 1 Pilot
Project Report
(incl. Op. Model)
LOCAL TSD SERVICES
Using Global
Data
Vision without
action
is a daydream. Action
Model
without vision is a nightmare
TSD GLOBAL INTEROPERABILITY STANDARDS DEVELOPMENT:
Messages, Data Model
Draft Spec for Prototype
Submit learnings
Prototype Global
Interoperability
Implementations
Global TSD Services:
Certified Interoperable
GS1/CGF Phase 2 Proposal
Work finalised or near closure
© 2012 GS1
Work in progress or planned
Work Proposed for Approval
Version 001 – Dec 2011 DRAFT
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Today’s Digital Coupon Landscape
Retailers
© 2012 GS1
Brands
Consumers
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GS1 Enabled Coupons
• Multinational Brands can execute offers in the same way in
multiple countries and with multiple retailers
• Mobile Industry and Solution Providers need a baseline and one
standard to implement rather than multiple
• Multinational Retailers can accept offers in the same way in
multiple countries
• Consumers will have more commonality and better experience
at POS
• Takes costs out of the coupon supply chain at all levels
• Digital Coupons can be better integrated with other digital
applications/solutions (Extended Packaging, Self Scanning,
Shopping lists, mobile payment)
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GS1 Standard Digital Process
© 2012 GS1
Module 4: Action Plan
"Vision without action is a
daydream.
Action without vision is a
nightmare"
© 2012 GS1
Conclusions
Review objectives &
expectations
© 2012 GS1
Resources to help
you
Global Office Team
• Malcolm Bowden, President Solutions
[email protected]
• Cameron Green, Director B2C
[email protected]
• Dipan Anarkat, B2C Technology
[email protected]
• Joe Horwood, B2C Marketing
[email protected]
Contact us if you have questions!
© 2012 GS1
Resources: Background
• GS1 Capgemini Beyond the Label Report
http://www.gs1.org/docs/b2c/Beyond_the_Label.pdf
• Legal impact analysis of EU Food Information
Regulation
http://www.gs1.org/docs/b2c/EU_FIR_Impact_Analysis.pdf
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Resources: Pilot & Project
• Project Report
http://www.gs1.org/docs/b2c/GS1_TSD_Project_Report.pdf
• Pilot Report (Summary)
http://www.gs1.org/docs/b2c/GS1_TSD_Pilot_Report_Sum
mary.pdf
• Pilot Report (Full)
http://www.gs1.org/docs/b2c/GS1_TSD_Pilot_Report.pdf
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Resources: Marketing
• Why share your digital product information? 1-pager
for brand-owners
http://www.gs1.org/docs/b2c/GS1_Trusted_Source_of_Dat
a_1-pager_for_brand-owners.pdf
• Selling online? Digital product information essential to
meet EU Food information Regulation
http://www.gs1.org/docs/b2c/EU_Regulation_1-pager.pdf
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Help us build
GS1 Source
© 2012 GS1

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