Download - Accelerating product web presence with SmartSearch and delivering Big Data

Accelerating product web presence with

SmartSearch and delivering Big Data

Ken Lam ([email protected])

Head of Marketing & Industry Engagement, GS1 Hong Kong

May 2016

mailto:[email protected]

© GS1 Hong Kong 2015

Global Reach, Local Presence

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Membership Profile by Industry Sector

• Apparel 590+

• FMCG 1,300+

• F&B 2100+

• Healthcare 550+

Total 7,000+


GS1 Standards

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Top e-retailers adopt GS1 Standards

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As we continue to create a seamless shopping experience across online, mobile and stores, we rely on accurate and consistent product information. The GS1 GTIN Validation Guide is an important tool for improving the quality of product data and the relevance of online and mobile search results. — Walmart Global eCommerce

The GTIN Validation Guide will help eBay find and resolve incorrect, duplicate and conflicting product information, improving visibility for merchant offers and enhancing the consumer search experience. — eBay

GS1 standards have been very valuable in our efforts to improve the online shopping experience by harmonising product data and eliminating inaccuracies. — Google

Online Audience (in millions)

Source: comScore, Inc., March 2014

Amazon, eBay, Walmart, Apple iTunes and Google require or endorse GS1 identification for e-commerce.

GTIN - The unique product identifier – Connecting the

on-line and off-line


Retail from a consumer perspective: standards make it possible

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Providing a seamless consumer experience across physical and digital channels


E-Commerce today

70% of all sales are influenced by information consumers find on the web.

Whether you’re a brand or a retailer, now is the time to make the information about the products you sell visible and accurate.

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Search today

• Good online product information experiences are critical:

80% of all in-store purchases are influenced by digital1.

• Computers are “dumb” at reading online. They are unable to

see meaning in product information on web pages as humans can.

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Search engine have challenges

1 PwC. “Understanding How US Online Shoppers are Reshaping the Retail Experience” 2012


The problem: Does your product speak search engine?

• Shoppers are frustrated by inconsistent search results; sales are lost

• Products have poor or no positioning on the digital shelf

• Difficult and expensive to find and aggregate product data

• Challenges linking social media to products

• Need for control over how the brand is seen by the consumer across channels

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No data detected on your product pages...


GS1 Digital – Smart Search

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Make your product visible in search engine GS1 Smart Search standard & guide allow business to create 1. More relevant search result 2. More details and accurate product information display in search result

http://blog.schema.org/2016/02/gs1-milestone-first-schemaorg-external.html


Why is GS1 SmartSearch needed?

It is difficult for companies to keep information about the products they

make or sell visible across the web because products are not

consistently accurately identified

in a common machine-readable format.

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Search engines Manufacturer and retailer websites

Other digital channels such as:

Websites that contain product information (price comparison,

etc.) and social media

Better Search


What is GS1 SmartSearch?

A new GS1 standard that makes it easier to keep information about products visible across the web in:

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Search engines

Manufacturer and retailer websites

Social media


How GS1 SmartSearch works

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By adding

structured GS1

keys and attributes

to your product web

pages...

… you help search

engines understand and

display more relevant

search results to your

consumers...

… which leads to

more click-throughs

to product pages and

more sales.


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Pilots show increased search relevance

A structured data pilot was conducted in 2014 among 24 companies by GS1 US. Three weeks after going online:

For 33% of the studied search terms, the brand's position improved

On average, each product was raised 2.9 positions (31%) in search results

Better Search


Tomorrow: Accuracy, Relevance and Trust With unique identification and structured content

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Swiffer

Structured data used in a variety of new ways

MSDS Sheets

Ingredients

Product Image

Videos

Where to Buy


The History - GS1 and MIT Ignited IoT - Auto-ID labs and EPCglobal

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The EPC Standard for IOT

• Electronic Product Code Identify

• Low cost EPC UHF Gen2 RFID tag Capture

• EPC Information Services (EPCIS) Share

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IoT Smart City Innovations

• Over 22 million Octopus are in circulation & processes over 12 million transactions a day offers convenience to the public

• HK International Airport, first airport in the world to implement efficient RFID enabled baggage handling using UHF Gen2 tags

• Convenience RFID based toll collection

• RFID library offers convenience to patrons

• Efficient RFID based e-charm management system implemented in a popular local temple

• RFID based material testing & train maintenance ensure safety for commuting

• RFID corpse management in local public hospitals

…………..Many more 18


Converting RFID Big Data to Analytics

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Source: IDTechEx forecast in the new report RFID Forecasts, Players & Opportunities 2014-2024

Executives think that retail

big data insights are

most beneficial for: •merchandising (53%) •marketing (48%) •store operations (42%), •e-commerce (42%), •supply chain (27%), •finance (23%), •loss prevention (21%).

Source: 1010data Retail Study: Executives Discuss the Impact and Further Potential of Big Data in the Retail Industry

“In retail, RFID is seeing rapid growth for apparel tagging -

that application alone demands 3 billion RFID labels in 2014.

More that 25 billion RFID tags will be used on retail apparel

and shoes in 2020”

- IDTechEx


Omni-channel challenges

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• Need to fulfill from anywhere and within short time

• Low inventory accuracy & no visibility to inventory levels across channels

• Multiple customer touch points making it difficult to track customer behaviors in association with products


RFID enables accurate inventory level

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Mobile RFID Scanning Device

Further reporting

Retail Store Scanning Warehouse Scanning

http://www.google.com.hk/url?url=http://www.ic.gc.ca/eic/site/oca-bc.nsf/eng/ca02320.html&rct=j&frm=1&q=&esrc=s&sa=U&ei=pAgEVJLWC9Tt8AWemYCQAw&ved=0CCUQ9QEwCA&sig2=vM9fFezh-i_T0gu9wu5TLg&usg=AFQjCNE6eUYcJxxNE1fBgc3INXMgn93CVw


Smart Apparel (Smart Shelf O2O inventory visibility) Cycle Count

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Backroom & sales floor inventory stock take

Inventory visibility for O2O 1. RFID scanner to scan items in the backroom & sales floor 2. Update inventory captured for different stores 3. Update store inventory record for stores with items reserved for O2O fulfillment

Stores Style no / GTIN Color Size In story inventory QTY QTY reserved for online shop

Total

Wan chai 48916682345678 Pink S 58 6 64

48916689845678 Pink M 30 0 3

48916689845677

Pink L 23 2 25


Smart Apparel – RFID Capturing Consumer Behaviors for Analytics

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Consumer take clothes from the RFID senor hanger for trial while reader automatically sense the taken away items and send to the dashboard

RFID smart shelf hanger (with RFID sensor)

© GS1 Hong Kong 2015 24

Smart Apparel – RFID Capturing Consumer Behaviors for Analytics

Smart Fashion Store

Windbreaker Color : orange Size: M QTY : 1

Lady Jean Color : Blue Size: 26 QTY : 1

Skirt Color : Pink Size: M QTY : 1

Blouse Color : White Size: M QTY : 1

When all tagged items are hanged on the hanger or placed on the shelf, display product information Product info Product info Product info

When the item is taken out / sold, the system detected and trigger a flashing alert to inform sales person to refill


Big Data Making Big Business


Challenges

• Tedious and time consuming

jewelry stock taking routine

distracts sales staffs from

performing sale duties and

providing customer service

• Difficult to track substantial

products flow in the sales floor

• Difficult to capture data on

customers’ preference and

shopping behavior during the

sales process.

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The Solution: RFID Tray

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Collect information of EPC/RFID tagged items

Display product information

Capture customer information

Capture data : items displayed, customer behavior, occasions, demographics etc


RFID Tagging on the jewelry items

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Jewels with RFID tag

Smart Tray (Reader)

Item 2 Grade: xxx Size: xxx Weight: xxx Price: $$$$$ More…

Item 5 Grade: xxx Size: xxx Weight: xxx Price: $$$ No. of views: xx More…

Gender Occasions

Suggested items: Salesperson displays the jewels on Smart Tray to retrieve the product data, and enter the consumer data for analytics. Alter will be trigged if the tagged item leave the tray for certain period of time

F/M Birthday

Anniversary etc

Alert

1

2

Salesman screen


Assuring Genuine Pearl with an Unique Identifier


Can you tell which one is Genuine A Grade South Sea Pearl ?

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A B In terms of : luster / color / size / shape / spot

© GS1 Hong Kong 2015 31

GS1 Hong Kong

18-12-2014

17-04-2015

10-07-2015

ezTRACK Interface

Retailers / resellers validate the authenticity of the pearl necklace with RFID reader & show unique ID / EPC

Scan to capture the nurturing pearls to keep track of the progress (pedigree) & show in ezTRACK ON SCREEN(from commissioning to plantation, harvesting …. Retail)

Creating Brand Loyalty by Origin to Consumer Hands

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Creating Brand Loyalty by Bringing Origin to Consumer Hands

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ICT Awards – Best Smart Hong Kong Awards

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• Igniting Smarter Hong Kong, Smarter Living:

• Echoing the “Digital 21 Strategy” paper to encourage the

innovative use, development and adoption of advance technologies

specifically in Internet of Things and Big Data technologies to

uplift business operation efficiency, industry competitiveness and

service qualities, to enable Hong Kong to stay in the forefront of the

increasingly digitalized world.

• Furthermore, it is to encourage Innovative applications and services

developed from Public Sector Information in Hong Kong to create

smarter business and better daily life. • Best Smart Hong Kong ICT 2016 Award Streams (Gold / Silver / Bronze

winners in each stream) • Internet of Things of Things

• Big Data Application

• Public Sector Information Applications


GS1 Hong Kong Internet of Things Conference 2016, 21 Jun

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http://hk-iot-conference.gs1hk.org/2016/







Originally established in April 2013 and hosted by GS1 Hong Kong

with the support from the Innovation and Technology

Commission of the HKSAR Government and the Hong Kong

Science & Technology Parks.

To be relocated in GS1 Hong Kong office in Dec 2015.

Consisting of six zones, in which visitors can touch and feel the

power of IoT technologies in various industries.

Smart Retail

Smart Logistics

Smart Healthcare

Smart Food Safety

Smart Consumer Trust

Smart City

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Hong Kong IoT Centre

[email protected]

mailto:[email protected]


For more information,

<[email protected]>

Or visit www.GS1hk.org

http://www.gs1hk.org/

Download - Accelerating product web presence with SmartSearch and delivering Big Data

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