omni channel strategy and gs1 smart search

Omni-channel Strategy and GS1 SmartSearch

Ken Lam ([email protected])

Head of Marketing and Industry Engagment 22 April 2016

mailto:[email protected]

© GS1 Hong Kong 2015

Agenda

• Introduction to GS1 Hong Kong

• Marketing with QR Code

• Omini-channel challenges

• How GS1 Can help?

Enhancing your product web visibility –

SmartSearch

Enhancing your China Cross Border

eCommerce

Enhancing your consumer analytics

Enhancing your consumer trust

2

© GS1 Hong Kong 2015 3

Global Reach, Local Presence

7,000+


GS1 Hong Kong Innovation - 5 Eras

4

The Rise of

Barcode

Revolutionized

Data

Exchange

Fueling

Supply Chain

Growth

Pioneer of

EPCIS & RFID

Digital &

eCOM

Innovation

1989 1992 1996 2008 2015


Membership Profile by Industry Sector

• Apparel 590+

• FMCG 1,300+

• F&B 2100+

• Healthcare 550+

Total 7,000+


GS1 Hong Kong Services Portfolio

B2B B2B

• Order to cash

(ezTrade)

• Track & Trace

(ezTrack)

• Order to cash

(ezTrade)

• Track & Trace

(ezTrack)

B2B

• Order to cash

(ezTrade)

• Track & Trace

(ezTrack)

B2C B2C

• GS1 Sources

through mobile apps

• Product

Authentications

• GS1 Sources

through mobile apps

• Product

Authentications

B2C

• GS1 Sources

through mobile apps

• Product

Authentications

Professional

Services

Professional

Services • Supply Chain

Consultancy & Training

• RFID/EPC

Implementation &

Training

• Supply Chain


• RFID/EPC

Implementation &

Training

Professional

Services • Supply Chain


• RFID/EPC

Implementation &

Training

Technology

Advocates

Technology

Advocates

• Internet of Things

Showcase Center

• Partner outreach


Showcase Center


Technology

Advocates


Showcase Center



1974: First live barcode scan

• A pack of Wrigley’s gum becomes the first product to be scanned with

a GS1 barcode in a Marsh supermarket in Ohio, United States.

• The Uniform Code Council is established in the U.S. as a not-for-profit

standards organization. Global expansion ensued.


Digital Product Code

8

More efficient product search on the web

Key for big data analytics for on-line/

off-line

Enabling GTIN specific QR code for

product level marketing

Item level or GTIN level counterfeit

Future

The unique product identifier –

Connecting the on-line and off-

line consumers

Enhance retail check out efficiency

Accurate inventory

management

Efficient paperless order to cash process

Enable consumer products research

Current


Top e-retailers adopt GS1 Standards

9

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


Global eCommerce Players adopt GS1 Standard to facilitate trusted data source and big data analytics

• eBay, Google and Walmart endorse GS1 Standard

for Improving Online Commerce

• Locating Product Identifiers

• For most product categories, sellers are required to use an industry-standard

product identifier when creating new pages in the Amazon.com catalog. These

product identifiers are part of a system called GTINs, or Global Trade Item

Numbers.

“As we continue to create a seamless shopping experience across online, mobile and stores, we rely on accurate and consistent product information” said Jeremy King, Chief Technology Offier, Walmart Global eCommerce

“GS1 Standards have been invaluable in our efforts to improve the online shopping experience by harmonizing product data and eliminating inaccuracies.” said Eric Tholome, Product Management Director, Google Shopping

Details: https://www.amazon.com/gp/help/customer/display.html?nodeId=200202190

http://www.amazon.co.jp/ref=footer_logo/375-3566305-9338112

https://www.amazon.com/gp/help/customer/display.html?nodeId=200202190


Agenda






SmartSearch


eCommerce



11


Marketing Campaign with QR Code

• In some global markets today the use of

Mobile Barcode as a call to action in ‘out of

home’ advertisements, product packaging, or

other media is commonplace.

• Japan is a market where use of Mobile

Barcodes is a prevalent mass-market

medium for consumer engagement. From

grocery store product information to movie

releases, sweepstakes entry, or public

transportation over 90% of Japanese

consumers are familiar with Mobile Barcodes

and understand how to use their phone to

interact with them.

• In the U.S., 51 percent are aware of or have

seen Mobile Barcodes. This number jumps to

71 percent among 18-34 year olds

12

Source: Mobile Barcodes: An Overview for Marketers, Mobile Marketing Association, USA


Mobile Activation - Cross Media Engagement

• Generally recommended that users

with smartphones be targeted. Codes

are perfect for making static media

interactive for already deployed

traditional media including:

Product packaging

Advertisements in print, periodicals,

and publications

Broadcast TV

Billboards

13


Top uses for QR code

• Product Authentication

• Application downloads

• Sweepstakes

• Display coupons

• Connect to social media

• Download contact information

• Display your Yelp reviews

• Reward loyalty program members

• Display contest entry form

• Make mobile payments

• Offer product details

• Display directions to your business

• Scan a paperless ticket

• Email newsletters

14


Technology

• Two-dimensional barcodes encode data in multiple dimensions. Data is encoded in

the width and height of the square modules. The GS1 DataMatrix and GS1 QR

Code symbols are two-dimensional barcodes within the GS1 System.

• In the past, linear barcodes (1D) were scanned utilizing a laser-based technology.

Nowadays, two-dimensional imaging scanners are the newest type of barcode

reader. As with any new technology, imaging scanners were once perceived to be

cost prohibitive. With the development and implementation of mobile applications

on Smart Phones, cost has been removed as a barrier to adoption.

• Since its introduction, the QR Code has gained wide acceptance in such diverse

industries as manufacturing, warehousing and logistics, retailing, transportation,

and most recently mobile applications.

15


Barcode Differences

16


Benefits of GS1 Standard QR Code

• The benefit of using the GS1 QR Code is that

it allows the use of GS1 System information, where the

generic QR Code does not.

Using the GS1 QR Code leverages your current investment in

the GS1 System of Standards. While we tend to promote the

use of the GS1 QR Code for marketing applications, it may be

used throughout the supply chain between trading partners as

the GS1 QR Code has the capability of containing extended

attribute data such as batch/lot, expiry date, etc.

The GS1 QR Code is standards based so trading partners are

“speaking the same language”, ensuring uniqueness of the

identification of the product through the use of the Global

Trade Item Number (GTIN) and Packaging Component Number

(PCN).

17


Seven keys to market with QR code

1. Giving people good reason to scan your code

2. Improve the look of the Code

3. Prompt your customers to scan (such as “Scan and get a

voucher!“)

4. Ensure readability (e.g. http://www.qrcode-monkey.com/ to

create QR with a logo)

5. The location of your QR code

6. Optimize content usability (Mobile Landing Page)

7. Measure success with QR Code tracking

18


Agenda






SmartSearch


eCommerce



19


Retail from a consumer perspective: standards make it possible

20

Providing a seamless consumer experience across physical and digital channels


What is your biggest challenge?

21

Web-Ready Products

Inventory Visibility

Fulfilment Strategy

Business Intelligence

Risk & Compliance

Grow the Business

Reduce Costs

Leverage Consumer Insights

Manage Risk


Agenda





SmartSearch


eCommerce



22


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.

23

Better Search


Search Engine Optimization


Where’s The Best Place To Hide A Dead Body?


Search Today: Too Much Data, Not Enough Rich & Relevant Content

26

Search: Swiffer


Organic

Paid

Organic vs. Paid Search


90% of Clicks

10% of Clicks

Organic vs. Paid Search


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.

29

Search engine have challenges

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

Experience” 2012


Without links, the engines

might never find this page

How Search Engines Work, Crawling & Indexing


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

31

No data detected on your product pages...

Better Search


GS1 Digital – Smart Search

32

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


What is GS1 SmartSearch? (the standard formerly known at GTIN+ on the Web)

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

33

Search engines

Manufacturer and retailer websites

Social media

Better Search


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

8

Swiffer

Structured data used in

a variety of new ways

MSDS Sheets

Ingredients

Product Image

Videos

Where to

Buy


35

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


Benefits of SmartSearch

• Machine Readability – Using structured data

online helps search engines to better

understand their products

• Higher Rankings – Search engines prioritize

the web-content they understand, placing the

product page into a higher ranking

• Enhanced Search Results - Structured data

helps search engines provide consumers with

more concise and relevant results

• Communicating Authentic Information –

Search engines deliver more reliable search

results using trusted information from brand

owners

• Improved sales strategies - Structured and

accurate data helps merchants differentiate

their content, drive traffic and grow sales

36


GS1 Hong Kong SmartSerach Jumpstart Service

37

Scope: Consultancy / training to effectively deploy GS1 structured data standard in the website (1/2 day)

Scope: (a) Define the pilot testing baseline like web traffic, search ranking, (a) web search testing

keywords (b) select the 5 testing

product pages (c) setting up testing A

B links (d) monitoring result

GS1 Hong Kong Digital Agency


How can you product be benefited?

GS1 SmartSearch is currently being piloted

in Hong Kong.

38

Better Search


Agenda






SmartSearch


eCommerce



39


Background

40

國務院同意在天津等12個城市設立跨境電子商務綜合試驗區…….

國函〔2016〕 17 號

12個城市包括

天津市、上海市

重慶市、合肥市

鄭州市、廣州市

成都市、大連市

寧波市、青島市

深圳市、蘇州市


How merchants can participate

41

Merchant

Product

information

China Customs

Products

information be

registered in

China Customs

Product Information Flow

LSP Platform

HS Code (Harmonized Code) will be released by China Customs

LSP Platform

LSP Platform Merchant


Agenda






SmartSearch


eCommerce



42


43

Global Retailers / Brands are adopting RFID/EPC

The use of EPC/RFID at Item-Level is the key enabler for boosting

Inventory Accuracy from 63% to 98+ %

Once installed, a retailer can benefit from a lot more …

Process Logistics Store Time

Saving

Goods In & Out Quantity Check

x x up to 100%

Applying EAS hard-tag (absence of…)

x x 100 %

Picking control x

up to 100%

Stock Take, Cycle Count x x 80-95%

In-store Replenishment x 50%

Cutting out-of-stocks (OOS)

x x 50%

Product Location x x 20%

Check-Out process x 60%

Source : University of Arkansas - An Empirical Study of Potential Uses of RFID in the Apparel Retail Supply Chain

http://rfid.uark.edu/papers/ITRI-WP156-0111.pdf





A Local Case

44

Big Data

Making Big

Business


RFID Enables Consumer Behaviors Analytics

45

Jewels items with RFID tag

RFID installed Smart Tray (reader)

Original Challenges

• Tedious and time consuming stock taking

routine distracts

•sales staff

•Substantial products are in transit

•Frequently, difficult to track

• difficult to capture data on customers’

preference and shopping behavior during the

sales process.

Benefits

•Reducing stock taking time by 50%

• Improving sales conversion rates

• Enhancing corporate image as a forerunner

and industry leader innovative technology

• Segment analysis • Consumer selection patterns

• Cross sell opportunities


Agenda





SmartSearch


eCommerce



46


“Hong Kong Trusted Product” Zone HK Post & GS1 Hong Kong

47

Authentic brand / distributor

D20150601001 D20150510029

…

售后防伪物流信息: 售后防伪码

认证编号认证编号

1

2

Consumer visit “ShopThruPost” website

Before consumer confirm to purchase

3 Click on “HK Trusted Product” Button

Link directly to GS1 HK web to validate

the brand registration authenticity


GS1 “Consumer Connect”

• Secure Code Validation and Traceability e-Pedigree using

ezTRACK (EPCIS)

2

Secure Code

1

Secure Code Validation: Not ready

to Sell Need to Recall

Successful Validate

Already Registered

Label Serial

GLN lookup for

urn:epc:id:sgln:4891668.32668.0

http://www.simplyzesty.com/technology/qr-codes-smart-technology-or-a-marketing-fad/attachment/screen-shot-2010-12-21-at-10-41-40/


“Anti-Counterfeit Barcode” Solution - Encrypted Barcode Printing

49

Genuine product

Counterfeit product

Encrypted barcode printing file provided by GS1 partner

Special encryption pattern hidden in the barcode

GS1 Hong Kong trusted mobile apps

Barcode copied from the genuine product packaging

Special encryption pattern CANNOT be copied

GS1 Hong Kong trusted mobile apps

© GS1 Hong Kong 2015 50

GS1 HK

Validate authentic barcode with GS1HK accredited Mobileapp

GS1HK issue encrypted barcode digital printing file.

The authentic brand owner prints the packaging

Hidden digital pattern in the barcode ONLY can be authenticated by the GS1HK trusted mobileapp, without affecting normal retail POS checkout

Brand Protection GS1 HK “Anti-Counterfeit Barcode”

http://www.simplyzesty.com/technology/qr-codes-smart-technology-or-a-marketing-fad/attachment/screen-shot-2010-12-21-at-10-41-40/


To conclude






SmartSearch


eCommerce



51


[email protected]

Thank You

mailto:[email protected]