gs1 industry & standards event march 21-25, 2011 – brooklyn, ny creating value together with...

GS1 Industry & Standards EventMarch 21-25, 2011 – Brooklyn, NY

Creating value together with global standards

B2C Digital Coupons Information and Input Session0900 – 1700 Who May Attend (Everyone)Jean-Luc Champion (GSMP Process)Cameron Green (Industry Engagement)Dipan Anarkat (Technology Management)

Sponsored by

http://www.gs1.org/

© 2011 GS1Creating value together with global standards 2

Anti-Trust Caution

GS1 and the GSMP operate under the GS1 anti-trust caution. Strict compliance with anti-trust laws is and always has been the policy of GS1.

The best way to avoid problems is to remember that the purpose of the committee is to enhance the ability of all industry members to compete more efficiently.

This means:– There shall be no discussion of prices, allocation of customers, or

products, etc. – If any participant believes the group is drifting towards an impermissible

discussion, the topic shall be tabled until the opinion of counsel can be obtained.

– The full anti-trust caution is available in the Community Room if you would like to read it in its entirety


Meeting Etiquette

Meetings will begin promptly at designated start times

Avoid distracting behaviour:• Place all mobile devices on silent mode• Avoid cell phones • Avoid sidebar conversations

Speak in turn and be respectful of others(=> Especially as there are people on the phone) Be collaborative in support of the meeting

objectives

© 2011 GS1Creating value together with global standards

Agenda

0900-10:45 Digital Coupons Update- What are Digital Coupons?- How GS1 Standards can help?- GSMP Process

1400-1730 Work Group Setup and Input- Work Group Charter- Scope and outputs- Working Methods- Next steps and actions

4

What are Digital Coupons?

Cameron Green (GS1)

http://www.gs1.org/


Defining Digital Coupons / Offers

A digital coupon is a coupon that traverses the full coupon process without the requirement to manifest as “paper” or in other hard-copy form• Digital coupons can be stored and presented via numerous

digital devices• The transmission of digital coupons from one step to another

may occur physically, electronically, or a combination of the two

• Mobile coupons are digital coupons received, authenticated and redeemed via consumer mobile devices

Digital coupons do not involve consumers presenting paper at redemption

From the ACP Digital Coupon Guidelines – Dec. 2008

6


Today’s Digital Coupon Landscape

Consumers

7

Retailers Brands


Digital Coupon Example: Japan

iButterfly

8

http://www.youtube.com/watch?v=3lwsDqBT6R0


Digital Coupon Proposed Ecosystem

How can Standards Help?Cameron Green (GS1)

http://www.gs1.org/


Why are digital coupon standards important to Kraft

Don King (Kraft)

11


Why Standards

- Difficult to implement btw brands and retailers (most implementations today closed loop)

- The distribution process is different than paper- Rules for management, access, technology requirements (handsets)

- The redemption process is different than paper- Authentication/auditing of offer- Multiple ways to communicate btw handset and POS

- All players need guidance to ensure:- Interoperability- Good consumer experience

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GS1 Standards Enable

• 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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Potential Standards….

... To enable digital coupons

• Identification: GTIN, GLN, GSRN... (to identify products locations, and services)

• Attributes: expiration date, number of uses, discount...(to make data accurate between all partners)

• Messaging/Processes: EDI, eCom, GDSN(Electronic communications and synchronisation)

• POS Integration: Barcode, Radio Frequency, Loyalty....(How to ensure handset to POS system compatibility)


Phased Approach : start with foundational

Phase 1 : Identification, Attributes, and General ProcessStandard ID for Offer, Offer Attributes, and guidance for linkage with

other ID keys (product, location...)

Phase 2 : Messaging/Processes Standard for how to communicate information between stakeholders

Note : • Need and priority for the next phases will be re-evaluated in the end of each phase in considerations

of new industry learnings • After phase 1, decide if more foundational standards are needed for consumers to connect with the

POS system (POS Integration phase )

GSMP The Process:A Flexible Framework

Jean- Luc Champion (GS1)

http://www.gs1.org/


Objective

Provide an understanding of GSMP:• The role of Industry Engagement and Standards

Development

• The Standards Development organizational framework

• How a Work Request becomes an approved standard

• The value of participation

• How to get involved


The New GSMP

GS1 Systems Development

GS1 Industry Engagement

GSMP Community


What is GSMP?

The global forum for users to bring business needs that require standard based solutions to create a more efficient Supply Chain

Provides a comprehensive set of methods and process governance allowing GS1 Community and affected industry groups to submit their needs and lead in the creation of globally agreed standards and guidelines

A Standards Development & Delivery Service to deliver against expectations


A Clear Foundation of Principles and Governance

1

24

33

4

1

Management Board

2

Board Committee For Standards

1. Openness & Transparency2. User Driven Standards3. Consistency4. Stakeholder Participation5. Standards Protection and Maintenance6. Governance 7. Consensus and Voting 8. Global Applicability


GSMP Governance and Support Structure

The Governance Support groups consist of the following bodies:

Board Committee for Standards (BCS)

GS1 Management Board

Architecture Group

Process Oversight Committee

Technical Standards Committee

Central Operations

(GS1 Staff)


GSMP Standard Development Structure?

Working Groups fall under one of the following types:

Standards Maintenance Groups (SMG): Standing working groups composed of business process and GS1 standards experts• Intended to provide continuity of expertise, as

well as to respond rapidly to requests for small changes. SMGs participate in both requirements analysis and system development (Steps 2 and 3 of the GSMP Process).

Mission-Specific Working Groups (MSWG): Formed to work on Development Work Requests or GSMP initiatives - are closed upon completion of the solution.

Mission-Specific Working Groups (MSWG)

Combined Development Group (CDG)

Requirements Development Group (RDG)

Standards Development Group (SDG)

Guideline Development Group (GDG)

WorkingGroups

Standards Maintenance Groups (SMG)

Identification

RFID UHF

GPC

eComBarCode Data Accuracy

RFID Software

GDS Traceability

Event Sharing

GS1 Staff: Data Standardization, Global Data Dictionary (GDD), GS1 XML Technical User Guide

RFID HF


The GSMP Process A Flexible Framework

The ‘New’ GSMP• A “cradle to grave” process - Statement of Business Need, followed by Requirements,

Development and Deployment.

• Well defined and flexible framework - supports work initiated from understanding the needs of the community:

– TYPICAL: (IUG & Community Members)– ALSO: (MOs & Industry Associations)

• Efficiency in Speed to Market; taking some time out of the process while protecting the integrity of the standard by ensuring ‘due process’ for the community as guaranteed in GSMP

• Intellectual Property protection ensured

3System

Development

4Deployment

2Requirements

AnalysisStatement

of BusinessNeed

1


WR CentralOperations

Development WR Industry Engagement

MSWG

Central Operations

& POC

Association, an MO identify business need

and potentially, requirements

IE vets the SBN and other supporting materials

(requirements) from an association, and MO, etc

MSWG vets Requirements and other supporting

materials (requirements) from an association, and

MO, etc

1

24

3

Step 1Statement of

Business Need

Step 2Requirements

Analysis

Inbound Sources:GS1 Industry User Groups GS1 Community Members

Member OrganizationsIndustry Associations

The GSMP Process A Flexible Framework

GSMP Standards DevelopmentGSMP Steps 2, 3, 4

http://www.gs1.org/


GSMP 4 Step Process

3System

Development

4Deployment

2Requirements

Analysis

Statement of Business

Need

1


Work Requests (WR)

Entry point into the GSMP process

Transparency and visibility throughout the whole process

1

24

3

CentralOperationsWR

Standards Maintenance

Groups

Work GroupsDevelopment WR

Development WR

Maintenance WR

Central Operations

& POC

SBNCharter

W Knobs


The 4-Step Process Starts Here!

1

24

3

Work Request entered into the GS1 WR System

Industry EngagementIndividual Companies

Member Organisations Industry Association


Step 1: Statement of Business Need

CentralOperationsWR

1

24

3

Is the work effort

Maintenance or

Development

Is the business problem

explanation compete and understood

Is the business problem being addressed by another work

effort? Is there an existing solution?

What is the level of

complexity?

Does it affect backward

compatibility? Will this request affect

multiple GSMP

Groups



1

24

3

CentralOperations

WR

Development WRIndustry

Engagement

Is the request globally

applicable

Is the business problem

explanation complete and understood

Is the request related to an

existing IUG or a new Industry or

sector

Is the request

technology specific

Who will benefit

and how ?

Which MO’s support this

request



1

24

3

CentralOperations

WR


Engagement

Does Industry Support

this?

IE Communicates to Submitter and

closes WR

SBN

No

Yes



1

24

3

CentralOperations

WR


Engagement MSWGCentral

Operations & POC

SMGMaintenance WR


Step 2: Requirements Gathering 4

3

• Analyze requirements across all standards types

• Business Requirements Analysis Document (BRAD) is developed

• Public Review

3

Reviews:• Communit

y• Architectu

re

Complex WOGather and

Analyze Requirements

BRAD

1

2


• The BRAD is used as input to development• SMG or Work Group develops the Standard• Community and IP Reviews

1

24

3

Development Draft

Standards

Prototype or Pilot

(Optional)

Reviews:• Communit

y• Architectu

re

IP Review

Step 3: System Development


Step 4: Deployment

• Additional Collateral• Webinars / Training / Newsletters / Bulletins

• Conformance and Certification• Impact Analysis• Community Vote via eBallot• Ratification by Management Board (via BCS) and POC

1

24

3

Confirm Additional Collateral

eBallot Ratification

BCSPOC

ImplementationPlan and

Impact Analysis

Standards

Collateral Material

IP Revie

w


Step 4 Deployment

Step 3 Development

Step 2 Requirements

Step 1Business Need

GSMP Complex WO4-Step Process Milestones

Community eBallot

Reviews• Community• Architecture

SBN

GSMP Working Group

BRAD

Reviews• Community• Architecture

Community eBallot

Ratified Standard

IP Review & Ratification

Industry Engagement

BMS

BSD TSDWorking Group

Charter

POC Approval

GSMP Digital Coupons Work Group Charter


http://www.gs1.org/


Mission Specific Working Group Charter

Executive Description

This group is being formed to develop a standard identification and attributes for digital coupons.

It is a requirement that digital and traditional coupon offerings be aligned at an architectural level therefore experts from traditional and digital fields are required to participate.

38



Scope

1) to define solutions for coupon identification to support the business needs to develop attributes for coupon description (ex. Valid products, and valid locations)

2) to describe the end-to-end digital coupons process (including actors)

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Deliverables (1 of 2)

A definition of the coupon process as it applies to digital information (data) transfer

How to identify a digital offer throughout the coupon lifecycle (Setup and Communication, Discovery and Acquisition, Presentment, Validation and Redemption, and Reconciliation)

How to communicate (attributes for) additional information about the offer such as: Coupon Campaign, valid products, valid locations, expiration date, number of uses, face value, additional terms & conditions, etc.

How to define the data and data structure of any offer definitions that will be used through the digital coupon redemption process to establish the validity and business rules for validation

40



Deliverables (2 of 2)

How to define the data and data structure (independent of data carrier – barcodes, NFC, etc) of any presentment means between consumer and POS that will be used through the digital coupon redemption process.

Note: data carrier is required for some processes and thus must be defined and standardised as part of project

How to define the data and data structure of redemption definitions that will be used through the digital coupon redemption process to establish that a redemption has occurred.

What is the minimum data that must be communicated at each step of the coupon process

41



Timeline

Q1: Requirements gathering (BRAD)

Q2: Standard development (focus on Identification and attributes)

Q3: Standard publication

Q4: Guidelines and/or deployment material defined and drafted

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Timeline- Forming the group

(meet quorum of 6/6/6 - 18)- Business Requirement submission- Business Requirement approval

(Community Review & eBallot)- Solution development- Standards publication

43

Scope and Outputs

Scott GrayCameron GreenDipan Anarkat

http://www.gs1.org/


The “What” and “How” ofAIDC Application Standards

What?• Application definition (scope)• Identifiers (GS1 Keys or attributes) required or optional• Data Carrier choices and specifications• Rules

• Key Allocation• AIDC Validation• Symbol Placement Rules

How?• Business Requirements• Requirements to Identifier mapping• Carrier to Operative Scanner Environment mapping• Identifier versus carrier trade-offs and selections• Rules established

45


Existing versus New Standards

Existing Application•Greatest benefit with least disruption•Is the change…

• Backward compatible or otherwise justified with migration planning?

• Interoperable across required technologies

• Balanced impact across all affected parties/regions

New Application•Well defined scope and terminology•New Key?•New Carrier?•New Operative Scanning Environment?•New Rules?

46


Standards Output1

24

3

BusinessRequirements

&Analysis

Document(BRAD)

WR

Barcodes & Identification GSCN

GS1 General

Specification(update)

Digital Coupons Process

BusinessProcessStandard

GS1Digital

CouponsStandard

Working Methods


http://www.gs1.org/


Our Methodology

1.Describe the business scenario(s)2.Establish process boundaries3.Gather Business Requirements

1. Compile into list2. Agree upon list (team consensus)3. Review to assure clarity and understanding

4.Transcribe into the BRAD document


Business Scenarios

Scenarios are needed to establish CONTEXT

Questions to be considered when describing scenarios

1. What is the starting point?2. What is the end point?3. Who are the supporting roles?4. Where is a coupon read/scanned?5. Who is performing the coupon read/scan?


A Simple Illustration

51

Care FacilityManufacture Distribution

These are the boundaries

From: Finished Goods To: End of Treatment

This example was used by the AIDC Application Standard For HG team


A more complex one (Logistics Interoperability Model)


Digital Coupon Proposed Ecosystem


Business Requirement Gathering

Gather Business Requirements (as-is)

“I……NEED…..BECAUSE”

Define Business Terms

A template is used to capture and analyze business requirements


Step 2 - Drill Down

GatherBusiness

Requirement

AnalyzeBusiness

Requirements

DevelopA

BRAD*We will use templates to manage the work and provide an audit trail

*

*


Step 2 - Drill Down

GatherBusiness

Requirement

“I-Need-Because” Rules

BusinessRequirementsTemplate

BusinessRequirementsMaster List


“I…Need…Because” Rules

1. Only one “I” may be used for a single business requirement

2. “I” is the role/actor in the supply chain where the need is required (e.g. manufacturer, Wholesalers, Distributor, Retailer)

3. Only one “Need” may be used for a single business requirement

4. Only one “Because” may be used for a single business requirement. The “Because” is the rationale for the requirement


I need…because…

I need shoppers to reach extended packaging information …

…because the information is dynamic or will not fit on the package

We do not specify solutions in requirements like:I need GTIN because I want to find extended packaging

informationAIDC data mapping comes later


I need…because…

I need to meet retail POS needs but also regulations for more AIDC information…

…because both are needed on the package

We do not specify solutions in requirements like:I need GS1 DataMatrix because I want a bar code that

carries everything AIDC data carrier selection comes later


Gather Business Requirements- Drill Down

Submit Business

Requirements

BusinessRequirementsTemplate


“I-Need-Because” Rules

Compile Master List

BusinessRequirements

Single List

Each Contributor Modeler


Step 2 - Drill Down

AnalyzeBusiness

Requirements

Vetting Process


ApprovedBusinessRequirements

B2C DC MSWG

Criteria For Good Business Requirements


Criteria – Good Business Requirement

1. Roles (supply chain actors) are identified2. Rationale is provided3. Wording is clear and unambiguous4. Wording can be understood by everyone, not just

subject matter experts5. Is within the scope of work6. Is a global requirement7. Does not identify a solution8. Is not a recommended best practice


Analysis Process Analysis may result in one of the following:1. Identical/similar requirements may be grouped into a

single requirement2. Analysis of one requirement might add or split the

requirement into two or more requirements for clarity and understanding

3. Bad requirements (not meeting our scope or rules) will be deleted or placed on the parking lot, as appropriate, and closed

4. Good requirements will be approved and closed5. When a requirement is fully vetted (closed and moved

to the appropriate sheet, it will not be open for further analysis


Step 2 - Drill Down

GDD

ApprovedBusinessRequirements

GS1 Architecture Principles

DevelopA

BRAD

Approved BRAD BRAD Template

BCD (from step 1)

B2C DC MSWG


Develop A BRAD - Drill Down

PrepareBRAD

ApproveBRAD

CompleteAG

Presentation

AG PrinciplesGDD

Motion To Progress

BRs

Template

BCD

ApprovedBRAD

2 week lead time


Managing Multiple Bar Codes ID WGUpdated

Business Requirements TemplateCreated: August 19, 2009

TEMPLATE

I NEED BECAUSENumber

Role (Who?)

Business Requirement (WHAT?) Rationale (WHY?) Status Source WG Remarks

Business Requirements Template

After Gathering & Work Group Analysis

3 CHOICES:• Approve• Delete• Parking Lot


BRAD ContentsExecutive OverviewAcknowledgementsReferencesScope General DefinitionsBusiness Process AnalysisBusiness Rules & Requirements AnalysisStructured Business ScenariosBusiness Object AnalysisConceptual Solution (Examples)Implementation ConsiderationsTest Scenario SummaryAdherence to Architectural PrinciplesGlossary

Business Requirements Analysis Document (BRAD)For Blood Derivatives BRAD Release: #.#.#, Blood Derivatives Work Group Date: xx July 2009, Version 0.0

Next Steps and Actions


http://www.gs1.org/


Quorum Development

Who is registered so far: 10 MO’s 1 Manufacturer 2 Retailers 2 Service Providers

GSMP MSWG rules says 6/6/6 – 18.

69


How to register

70

http://www.gs1.org/gsmp/participation

Participating in GSMP is easy!


How to register

71

Question: Is my company registered in the GS1 Community Room?If you don't know Click here for a list of participating companies

Answers: Yes - Go to the next step No - Go to the GS1 Community Room company registration page

Step 1: GS1 Community Room Account (c-Room)

Question: Do I have an account in the GS1 Community Room?If you don't know Click here to find out

Answers: Yes - Go to Step 2 No - Go to the GS1 Community Room registration page to register and receive your username and password

http://community.gs1.org/join/company_roster/

http://community.gs1.org/kmembership_info/company_membership_signup?selected_membership_types=4bfc3ddcdd088a674211574bda920c28b8247f57&step:int=3

http://community.gs1.org/kmembership_info/request_password

http://community.gs1.org/kmembership_info/person_signup?step:int=2


Step 2: GS1 Intellectual Property Policy (IPP) - For More information on the GS1 IP Policy and Opt-In documents Click Here

Question: Has my company signed an IP with GS1, EPCglobal or MobileCom? If you don't know Log into C-Room, Click on Your Company Name, view the IPP status

Answers: If Yes, which policy did your company sign: GS1 IP - go to next step EPCglobal - sign here GS1 MobileCom - sign here No - click here to sign the GS1 IP Policy

http://www.gs1.org/gsmp/ip



http://community.gs1.org/login?back=http://community.gs1.org/kws

https://gs1ipadmin.echosign.com/public/hostedForm?formid=2I654AX5XRXB

https://gs1ipadmin.echosign.com/public/hostedForm?formid=2I5VR253354D

https://gs1ipadmin.echosign.com/public/hostedForm?formid=2I7GX86662XX


How to register

73

Step 3: Join a GSMP Working Group (all GSMP working groups and SMGs)

Action : Go to the GSMP Groups Webpage to review all groups available to join and their respective requirements to join. Click on the Join Group link.

Question: Has my company signed the group Opt-in agreement or the Automatic Opt-In?

Answers: Yes - Your request will be accepted No - You will receive an email with a link to the Opt-In agreement to be signed or click here to view a list of all working groups with links to Opt-Ins

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

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


What Can Be Shared

StatusNo IPP GSMP Communications

Global Agenda Industry Engagement Team work in progress (if a member of

the group)GS1 Standards

IPP All of the above, plus:Community Review documentsCommunity eBallots

Opt-In All the above, plus:work in progress


Content Management

http://community.gs1.org/apps/org/workgroup/gsmpb2cdcmswg/

75

GSMP B2C Digital Coupons MSWG




Meetings

The WG is responsible for scheduling meetings to accomplish its work. Sessions are defined as face-to-face or physical meetings and teleconferences.

Face-to-face meetings will occur at the behest of the group, will cover 2 or 3 days per meeting and will be held in order to speed up the work as much as possible.

Face-to-face meetings will be arranged in GS1 GO locations: Brussels, Belgium or Princeton, NJ, USA or may be hosted by participant companies or Member Organizations.

76


Teleconferences

Teleconferences will occur every 2nd & 4th Thursday of the Month from 0830–1100 EST / 1430-1600 CET.

A kick-off teleconference or physical meeting will be scheduled as soon as the group has been formed.

77


Co-Chairs (2)

78

The responsibilities of the Co-Chairs of any GSMP group are as follows: Ensure that the group fulfills its mission.� Develop and/or review the agenda for group meetings, in

consultation with the Group Facilitator Lead the conducting of business in group meetings Work to resolve conflicts that arise during group discussion Make best effort to attend every group meeting (at least one Co-�

Chair must be present at every meeting) Recommend the appointment of additional group leadership

positions, subject to confirmation by a motion of the group Represent the group in interactions with other groups, including

Governance Groups

Contact Details

GS1 Global OfficeAvenue Louise 326, bte 10B-1050 Brussels, BelgiumT + 32 2 788 78 00E [email protected] www.gs1.org

http://www.gs1.org/

GS1 Belgilux:

GCN example (possible solution) for different types of vouchers

http://www.gs1.org/


GS1 Company Prefix Coupon Reference Number

Check digit

Serial number (optional)

N1 N2 N3 N4 N5 N6 N7 N8 N9 N10 N11 N12 N13 X1 … X16

variable length

GCN : Global Coupon Number

the coupon issuer can represent the consumer ID or unique voucher ID

Allocated by a GS1 organisation

Allocated by the coupon issuer

Serialized coupon numbers are crucial for digital coupons to trace consumers, to understand shopper behavior, for shopper segmentation

The GCN allows to launch individual promotions (direct marketing). With the Coupon DP: coupon clearing and fraud prevention


Different types of ‘vouchers’

Personalized coupons

(XX) 5410000123459ABX001 : coupon ID(17)090914 : expiry date(3902)075 : value in €


Different types of ‘vouchers’

(xx)5410000123459ABX001 (17)090930(3900)6

(XX) 5410000123459ABX001 : voucher ID(17)090930 : expiry date(3900)6 : value in €

Meal vouchers


Vouchers linked to the usage of payment cards

VISA voucher

GCN could be a solution


Vouchers linked to the usage of payment cards

American Express voucher


Other vouchers

EANDIS voucher – custiomer loyalty , value of 150 €Eco voucherVoucher linked to the loyaldy card eg DELHAIZE voucher

of -5 €....


Advantages of the GCN

• One single coupon solution

• Faster and more accurate clearing

• Direct tracing of coupon issuer (GCP)

• Solution for all types of ‘vouchers’ (meal, gift, eco, high value vouchers,...) in paper and digital format.

• Combined with the coupon DP:• Supports all types of coupons (eg. %)• Supports all additional coupon data• Fraud prevention • Increased efficiency at the POS + consumer satisfaction• Dematerialisation of coupon if combined with GS1 DataBar

gs1 industry & standards event march 21-25, 2011 – brooklyn, ny creating value together with...

Documents

gs1creating value

digital coupons updatewhat

digital coupon example

global standardsdigital

gs1 standards

global standards retailers

global standards10why

global standards3agenda0900