business-to-consumer ( b2c) training october 2012

© 2012 GS11

Business-to-Consumer (B2C) Training

October 2012

© 2012 GS1

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

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3. Deliver value

2. Develop the value

proposition

Module 1: Understand your B2C market

http://www.gs1.org/

© 2012 GS1

Who are B2C stakeholders?

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Stakeholder List

• Consumers• Manufacturers• Retailers• Application Developers• Governments• Data Pools• Associations: industry, consumer• …

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Consumer Trends

• Technology Adoption• Health and Wellness• Ageing population• Budget• Higher expectations: value, quality, novelty, service

© 2012 GS1

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)

© 2012 GS1

Benchmark Category

Most popular types of information

Consumer Research (1)

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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

• eCommerce• Omnichannel• Growth: Private label, store formats…• Inertia of physical stores

© 2012 GS1

Source: OC&C Strategic Consultants

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App Developer trend

• Closeness to consumer needs• Innovation• Flexibility

© 2012 GS1

Digital product data is often low quality

© 2012 GS1

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?”

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73% of consumers consider it important that product information is trustworthy

38% of consumers would not purchase the product if they did not trust the product information displayed about it on their mobile phone

37% of consumers would never use an app again if it contained incorrect product information

28% consumers would never use an app again if it contained no product information

Consumers want information that is:CorrectComplete

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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

http://www.gs1.org/docs/b2c/EU_FIR_Impact_Analysis.pdf

© 2012 GS136

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

http://www.gs1.org/docs/b2c/EU_Regulation_1-pager.pdf

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Data Pool Trends

• B2B B2B2C• Consolidation

© 2012 GS1

Brand Owners Other organisations

Top 5 companies

Other companies

……………………

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Key Targets

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© 2012 GS1

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Peter Drucker

Module 2: Develop your B2C value proposition

http://www.gs1.org/

© 2012 GS1

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.

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http://www.gs1.org/docs/b2c/Beyond_the_Label.pdf

© 2012 GS1

Governance: Project Board

Co-chairs

Brands

Retailers

Other Australia, Colombia, Europe, France, Germany, UK and US

© 2012 GS1

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

© 2012 GS1

Vision: GS1 Trusted Source of Data

Brand Owners Gooddata

AppsWebsites

Internet Application Providers

Gooddata

Happy Consumers

TSDService

Gooddata

© 2012 GS1

Global Pilot

• Countries: 8• Aggregators: 5• IAPs: 5• Participating Brands: 30+• Products: 900+

© 2012 GS1

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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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http://www.gs1.org/docs/b2c/GS1_TSD_Pilot_Report_Summary.pdf

http://www.gs1.org/docs/b2c/GS1_TSD_Project_Report.pdf

© 2012 GS1

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.

http://www.gs1.org/gsmp/community/working_groups/ie

http://www.gs1.org/gsmp/community/working_groups/gsmp

© 2012 GS1

Solution Overview

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Solution Components

© 2012 GS1

GS1 Source: Global Architecture VisionUnder development for delivery with standards

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© 2012 GS1

2D bar codes for B2C

© 2012 GS1

GS1 Source: Value Proposition

Brand Owners

(Product manufacturers and private-label retailers)

Data Users

(Online retailers, app developers, governments)

Data Aggregators

(GDSN Data Pools and specialised aggregators)

Digital Consumers

Provide real-time access to accurate product information authorised by brand-owners

Sell more products and protect the brand by being accurately represented in a widespread way for digital consumers

Get single-source access to product data authorised by brand-owners

Comply to EU distance-selling regulations from 2013

Use authentic product data in apps and on websites

© 2012 GS1

Value Proposition: Brand-owners

For ………………………………………..

who ……………………………………….

our ………………………………………...

provides …………………………………

Unlike …………………………………….

our ………………………………………..

ensures ………………………………….

because ………………………………….

© 2012 GS1

For ………………………………………..

who ……………………………………….

our ………………………………………...

provides …………………………………

Unlike …………………………………….

our ………………………………………..

ensures ………………………………….

because ………………………………….

Value Proposition: Internet Application Providers

Module 3: Deliver value

http://www.gs1.org/

© 2012 GS1

Are you ready for B2C?

Here’s what you’ll need:• A data aggregator• Product data authorised by brands• Data users

© 2012 GS159

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

© 2012 GS1

Working with a specialised solution provider

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• 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

Example: Nestle Australia’s B2B2C Journey

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• 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

Example: Nestle Australia’s B2B2C Process

© 2012 GS1

Standards

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• 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

© 2012 GS166

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

© 2012 GS167

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

© 2012 GS1

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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© 2012 GS1

DRAFTWork in progress or planned Work finalised or near closure

20132012 JUNE JULY

TSD GLOBAL INTEROPERABILITY STANDARDS DEVELOPMENT: Messages, Data Model

POC

Ph. 1 Pilot

Work Proposed for Approval

GS1/CGF Phase 2 Proposal

Version 001 – Dec 2011 DRAFT

B2C TSD Timeline

LOCAL TSD SERVICES Using Global Data

Model

Global TSD Services: Certified Interoperable

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Prototype Global Interoperability

Implementations

Draft Spec for Prototype Submit learnings

Project Report (incl. Op. Model)

Vision without action is a daydream. Action without vision is a nightmare

© 2012 GS1

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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Module 4: Action Plan

http://www.gs1.org/

Conclusions

http://www.gs1.org/

Resources to help you

http://www.gs1.org/

© 2012 GS1

Global Office Team

• Malcolm Bowden, President [email protected]

• Cameron Green, Director [email protected]

• Dipan Anarkat, B2C [email protected]

• Joe Horwood, B2C [email protected]

Contact us if you have questions!

mailto:[email protected]




© 2012 GS179

Resources: Background

• GS1 Capgemini Beyond the Label Reporthttp://www.gs1.org/docs/b2c/Beyond_the_Label.pdf

• Legal impact analysis of EU Food Information Regulationhttp://www.gs1.org/docs/b2c/EU_FIR_Impact_Analysis.pdf

http://www.gs1.org/docs/b2c/Beyond_the_Label.pdf

http://www.gs1.org/docs/b2c/EU_FIR_Impact_Analysis.pdf

© 2012 GS180

Resources: Pilot & Project

• Project Reporthttp://www.gs1.org/docs/b2c/GS1_TSD_Project_Report.pdf

• Pilot Report (Summary)http://www.gs1.org/docs/b2c/GS1_TSD_Pilot_Report_Summary.pdf

• Pilot Report (Full)http://www.gs1.org/docs/b2c/GS1_TSD_Pilot_Report.pdf

http://www.gs1.org/docs/b2c/GS1_TSD_Project_Report.pdf



http://www.gs1.org/docs/b2c/GS1_TSD_Pilot_Report.pdf

© 2012 GS181

Resources: Marketing

• Why share your digital product information? 1-pager for brand-ownershttp://www.gs1.org/docs/b2c/GS1_Trusted_Source_of_Data_1-pager_for_brand-owners.pdf

• Selling online? Digital product information essential to meet EU Food information Regulationhttp://www.gs1.org/docs/b2c/EU_Regulation_1-pager.pdf

http://www.gs1.org/docs/b2c/GS1_Trusted_Source_of_Data_1-pager_for_brand-owners.pdf

http://www.gs1.org/docs/b2c/GS1_Trusted_Source_of_Data_1-pager_for_brand-owners.pdf

http://www.gs1.org/docs/b2c/EU_Regulation_1-pager.pdf

business-to-consumer ( b2c) training october 2012

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