Coupon Data Pool
Jan SomersCEO GS1 Belgium & Luxembourg
Kurt HerregodtsProject manager Coupon Data Pool
© 2010 GS12
Agenda
• How is it going?
• Results survey
• Status GDSN - CDB
• GS1 Coupon Data Pool – concept
• Main innovations
• Benefits for retailers and coupon issuers
• Project milestones
• Costs
• Conclusions & questions
© 2010 GS13
How is it going?
• Slower progress than expected
• But we are on track with the GS1 community
(see GDSN)
• A project for GS1 members and by GS1
members
• Main objective: win-win for everyone
• More efficiency and less costly as today
• We must better manage our data
• Internal quality assessment takes place
• Yes it is a change
© 2010 GS14
Coupon Data Pool
GDSN
New coupons in
Coupon Data Pool
Clearing
© 2010 GS15
Coupon Data Pool
GDSN
New coupons in
Coupon DP
Clearing
© 2010 GS16
Results survey
Out of 259 potential coupon issuers 199 filled out the survey
© 2010 GS17
Results survey (2)Present in GDSN ?
© 2010 GS18
Results survey (3)Top 70 coupon issuers
© 2010 GS19
GDSN – Central Data Bank
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Feb 2009
Dec 2009
Jan Feb Mrt Apr May Jun Jul Aug Sep Oct Nov Dec
# companies in 2010
© 2010 GS110
GDSN – Central Data Bank
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16000
Unique Base Items
Total Base Items
© 2010 GS111
The concept
© 2010 GS112
Main innovations
• Seamless integration of Coupon Data Pool with GDSN
via CDB Data pool
Automated link of GTIN (EAN-13 and 8) with the coupon
single-sign-on for coupon issuers and retailers via web-
user-interface
increased data quality and consistency in both data
pools (CDB and Coupon Data Pool)
• Flexible features for management of Coupon Families
(GTIN-families, e.g. for one brand): simplifies handling
and increases data quality significantly
© 2010 GS113
Main innovations
• Fraud prevention, i.e. consumers can no longer present
a coupon without having purchased the product
• As a consequence, misredemption drops (- 4 %)
• Difference with current clearing in Belgium &
Luxembourg:
link between GTIN and coupon
no more paper clearing
© 2010 GS114
Coupon types supported
• 50 Cents off when buying one or more products out of a range
(e.g. some products or whole brand with several GTINs)
• Buy 1 or more products and get 1 free
• Product for free (100% discount for a specific product)
• Buy 2 small/cheap packages or 1 large/expensive package and
get 2 € off
• Buy 5 products for at least 8 EUR and get 4 EUR off
• Buy 1 product for at least 4 EUR and get 1 EUR off
© 2010 GS1
Campaign
• Can consist of different promotions, especially when
different face values are used within a campaign
• Budget can be managed on campaign level
© 2010 GS1
Promotion
• Can consist of different coupons
• Budget can be managed at promotion level
• All coupons of a promotion have the same face value
© 2010 GS1
Coupon
• One coupon can only belong to one promotion
• Coupon code is assigned to one coupon
© 2010 GS1
Example
Campaign
Reckitt
Powerbrands
Budget: € 50K
Promotion
Calgon
01.01.2011-30.06.2011
2 products € 5 off
Budget 30K
Powder 950g – gel 750 ml – tabs 45 pieces
Coupon
9830001015007
Medium: Magazine A
01.01.2011
Number of coupons: 100K
Coupon
9830001025006
Medium: Magazine B
01.01.2011
Number of coupons:70K
Promotion
Finish
01.04.2011 – 30.06.2011
1 product € 2 off
Budget 20K
Tabs – 90 pieces
Coupon
9830001032004
Medium: coupon on pack
01.04.2011
Number of coupons: 20K
© 2010 GS120
Benefits for retailers
• Eliminated costs of paper coupon handling; audit proof
processes
• Accelerated check-out process handling
• Coupon market transparency (retailers can see all
current coupons on the market including coupon
attributes)
• Eliminated invoice discrepancies through high data
accuracy
• Accelerated reimbursement cycle
• Smart data quality tools validates coupons- and
master data for an efficient check-out handling
• Meal voucher
© 2010 GS121
Benefits for coupon issuers
• Elimination of redemption errors
• Minimized coupon fraud
• Transparency through redemptions reports
• Easy Promotion Management through Coupon Family
Management Tool
• Support for bilateral coupon campaigns
• Faster and enhanced redemption reports on a weekly
basis
• Drop in misredemption (-4 % = 6 MiO coupons)
• Less costs
© 2010 GS122
Drop in misredemption
Misredemption = using the coupon without the product
bought
If 150.000.000 coupons on Belgian market
1 % misredemption
= 1.500.000 coupons
x € 0.80/coupon (*)
= 1.200.000 € /200 coupon issuers
= 6000 €
However, misredemption is estimated at 4%/year …
* average face value source HighCo Data
© 2010 GS123
Coupon Data Pool
GDSN
New coupons in
Coupon Data Pool
Clearing
© 2010 GS124
Project milestones (1)
• As of January 1st: no more coupon issuer numbers via
HighCo Data
• February 1st: information session
• February 1st – 28th: collect coupon issuer master data
and sample existing promotions
• March 1st - March 15th: upload coupon issuer master
data and sample existing promotions in test
environment and feedback to coupon issuers
• May: labo testing all scenarios
• Latest April 15th : test HighCo Extranet interface
• March 14th – 18th: training GS1 staff
© 2010 GS125
Project milestones (2)
PHASE I – PILOT
• March: define pilot coupon issuers (5-10)
• April: define pilot Delhaize and Carrefour store
• Before April 15th : all products (coupon related) of pilot
coupon issuers on GDSN/CDB
• May 2nd – 6th : 1 day training (TBC)
• May 23rd – 31st : final upload existing promotions and
validation in live environment
• June 1st onwards: • possibility to create new promotions in Coupon Data Pool
• automatic link to HighCo Data
• June 15th : start pilot in 2 stores (one Delhaize/one
Carrefour)
© 2010 GS126
Project milestones (3)
PHASE II – ALL COUPON ISSUERS
• Before May 31st : all supplier products on GDSN/CDB
• June - July: training
• As from 1/7: all coupon issuers can connect to Coupon
Data Pool
• July 18th - 31st: upload existing promotions in live
environment
• August 1st onwards: create new promotions in
Coupon Data Pool
• August 16th: roll out in 2 pilot stores (one Delhaize &
one Carrefour)
© 2010 GS127
Project milestones (4)
PHASE III – PRE LIVE
• Testing of
• GS1 backoffice (invoicing procedures)
• Clearing documents/related procedures
• Error handling procedures
• Redemption data of Delhaize
• Redemption data of Carrefour (from December)
• Timing: as of August 16th
© 2010 GS128
Coupon Data Pool
GDSN
New coupos in
Coupon DP
Clearing
© 2010 GS129
Project milestones (5)
PHASE IV - LIVE
• The manual clearing with HighCo Data
stops
• The Coupon Data Pool takes over
• For each coupon scanned at the till,
GS1 will now invoice
• Timing: depends largely on retailers
timing
© 2010 GS130
Important to know
• Our common objective: in phase 1 to 3, we want to
test and improve the system until it is perfect
• There is no way back
• In phase 1 tot 3: clearing will be done by HighCo Data
so no interruption of business
• As from phase 2: all new campaigns have to be
created via the Coupon Data Pool
© 2010 GS131
Invoicing as of phase 2
• Once connection made to Coupon Data Pool (phase 2
- as of July 1st, 2011), a flat fee will be invoiced
• No fee for each scanned coupon in phase 1 to 3
• Start up fee = once
• Conditio sine qua non: be a member of GS1 Belgilux
Turnover in 000 € Flat fee 2011 in € One time start-up fee in €
< 2500 € 170 670
from 2500 to <6000 200 805
from 6000 to <12000 255 1005
from 12000 to < 25000 305 1210
from 25000 to <125000 385 1545
from 125000 to <750000 505 2000
> 750000 590 2345
© 2010 GS132
Invoicing phase 4
• Once Live – phase 4 – retailers do not send their
coupons anymore to HighCo and will implement the
Coupon Data Pool for their integrated supermarkets
• Fee for each scanned coupon = 2.4 Eurocent to be
paid to GS1 Coupon Data Pool
• Flat fee to be paid by the coupon issuer to the retailer :
tbd but around 5 Eurocent
• Board of GS1 requested volume reduction, so your fee
for each coupon scanned in phase 4 could drop to 1.7
Eurocent
We think we are competitive!
© 2010 GS1
Why phased approach?
• Test the system and its procedures
• Give everyone sufficient time to be in time
• Allow you, the retailers and us to test
• HOWEVER the retailer cannot test if
the data is not in the Coupon Data Pool
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© 2010 GS1
Phase 1 to 3
• Coupons scanned at the till
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© 2010 GS135
How to get started?
• Be in time
• Prepare your company
• Make multidisciplinary teams
• You are in a GDSN Data pool?• Check if your GTINs for target market Belgium and Luxembourg are
up to date for couponing
• You are not in a GDSN Data pool?
• Start immediately to enter your data in the GS1 Belgilux CDB or
another GDSN Data pool
• Our experience: takes approx. 3 months before you are live (if
machine-to-machine communication), 1 week (if input via web-
interface)
© 2010 GS136
How to get started?
• Update your staff data on GS1 website!
• How ? www.gs1belu.org member login
© 2010 GS137
FAQ?
• Do all coupons from 1/8/2011 need to be created in the
Coupon DP YES
• Can I make a coupon from 1/8/2011 without being
connected to GDSN NO
• Will other clearing houses get the coupon data once the
coupon has been created in the Coupon DP YES, we
will feed the extranet of HighCo
• Will all coupons be redeemed by the Coupon DP? NO
only Carrefour and Delhaize for the moment and as
from the live phase
© 2010 GS1
CONCLUSION
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DASHBOARD ALL COUPON ISSUERS
1 FEBRUARY 1-28COLLECT MASTER DATA AND
SAMPLE EXISTING COUPONS
2 MAY 31ALL COUPON ISSUERS
PRODUCTS ON GDSN
3 JUNE-JULY TRAINING
4 JULY 18-31UPLOAD EXISTING COUPONS IN
COUPON DATA POOL
5 AUGUST 1CREATE NEW PROMOTIONS IN
COUPON DATA POOL
6 AUGUST 16 ROLL-OUT
Contact DetailsGS1 Belgium & Luxembourg
Koningsstraat 29 Rue Royale
1000 Brussel/Bruxelles
T + 32 2 229 18 80
F + 32 2 217 43 47
W www.gs1belu.org