Connecting the Links of the Supply Chain - Jason Archbold, Border States
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Connecting the Links of the Supply Chain - Jason Archbold, Border States

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A product moves through the supply chain from manufacturer to distributor to customer. It has worked that way for ages and will continue to do so for many more. Catalog content and product information ...

A product moves through the supply chain from manufacturer to distributor to customer. It has worked that way for ages and will continue to do so for many more. Catalog content and product information should also flow along the same path, but often this information is poorly developed, incorrect, or simply insufficient for the customer's needs. There has been a push to improve and enhance the product information, and the call is coming back up the supply chain from your customer. They now demand excellent and fully descriptive product information seamlessly from the manufacturer or distributor. How do distributors relay that demand back to their manufacturers? How do manufacturers respond? The tools are in place with the Data Management Platform (DMP) and the UNSPSC-based Electrical Attribute Schema. Let's take a look at how a manufacturer and distributor can use the tools to successfully meet this emerging customer need.

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Connecting the Links of the Supply Chain - Jason Archbold, Border States Connecting the Links of the Supply Chain - Jason Archbold, Border States Presentation Transcript

  • BORDER STATESSupply Chain Solutions CONNECTING THE LINKS OF THE SUPPLY CHAIN Jason Archbold and Jack Schmitz, Border States Electric
  • Presentation Topics• Border States Electric catalog overview – Content – Current build process• Integrity of product content – The content chain from manufacturer to distributor to customer – Data integrity’s impact on optimization – Anticipate the changing customer demands• Tools in place – IDW – UNSPSC – DMP• “What” to do and “How” to do it – Defining priorities and measuring progress – Get started and sustain the effort
  • Border States Overview• 100% employee-owned• Markets include: – Utility; Electrical and Natural Gas – Industrial Automation – Electrical Construction; commercial, – and residential – Data Communications – Industrial supplies / MRO – Plumbing
  • 2012 – BSE’s Catalog Efforts• Began in 2005• 100,000+ items built• Nearly 1,000 vendors in the catalog• Same data produces online and print catalogs• Internal view is available to all BSE employees• Content Team: 2 full time and 2 intern staff members
  • Review: Historical “Manual” Content Build Process Example: Pyramex Venture II® Safety GlassesWe start with Pyramex’s catalog And “build” it into MDM for ourinformation (online, .print, .pdf, etc.) online product catalog
  • Result: Pyramex Venture II® Safety GlassesBSE Online Catalog (Mfr Cat# SB1820S; BSE Part# 1249399):
  • “Content Chain” Manufacturer-Distributor-Customer • Like a “Supply Chain”, product content moves transparently from manufacturer, through the distributor, to the customer. Manufacturer Distributor CustomerManufacturer Responsibilities• Authentic product data/specs Distributor Responsibilities• Branding • Manufacturer branding• Catalogs and promotional info • Product knowledge/support• Distributor training Other Data • Web commerce Consumers • Promotional materials• CertificationsResources •Specifiers • Training opportunities• DMP •Owners • Events• IDW Resources• People • Web commerce • Punch out systems
  • “Content Chain” IntegrityOptimization Definition: an act, process, or methodology of making something (as a design, system, or decision) as fully perfect, functional, or effective as possible. – Merriam-Webster1. What blocks or inhibits optimization?2. What happens along the path of the “Content Chain”?3. What degrades the integrity of manufacturers content?Fact: If data lacks integrity, then optimization is pointless.
  • “Content Chain” Integrity • “Content Chain” looks simple, but: a) How many manufacturers work with one distributor? b) How many distributors work with one manufacturer? c) How many distributors work with one customer? Manufacturer Distributor CustomerManufacturer Responsibilities• Authentic product data/specs Distributor Responsibilities• Branding • Manufacturer branding• Catalogs and promotional info • Product knowledge/support• Distributor training Other Data • Web commerce• Certifications Consumers • Promotional materialsResources • Training opportunities •Specifiers• DMP • Events• IDW •Owners Resources• People • Web commerce • Punch out systems
  • “Content Chain” Integrity• What the content chain really looks like (x 10, x100...) Mfr. Dist. Cust. Mfr. Dist. Cust. Mfr. Dist. Cust. Mfr. Dist. Cust.
  • “Content Chain” Integrity• Somewhere along the “content chain” marketing content probably encounters Mr. 220 / 221.
  • “Content Chain” Integrity• What does Mr. 220 / 221 do to product content?
  • “Content Chain” Integrity• What happens to the “integrity” of the content? ‒ To many connections, to many “fires” and Mr. 220 / 221 Mfr. Dist. Cust. Mfr. Dist. Cust. Mfr. Dist. Cust. Mfr. Dist. Cust.
  • “Content Chain” IntegritySo does the integrity of product content stand a chance?Yes!1. IDW2. UNSPSC schema3. DMP
  • KEY #1: IDW• What did IDW do to the information flow between manufacturer and distributor? Mfr. Dist. Cust. Mfr. Dist. Cust. Mfr. Dist. Cust. Mfr. Dist. Cust.
  • KEY #1: IDW• It simplified it. Mfr. Dist. Cust. IDW Mfr. Dist. Cust. Mfr. Dist. Cust. Mfr. Dist. Cust.
  • KEY #2: UNSPSC Schema• The UNSPSC Schema provides a structure• You can get started at anytime – just contact IDEA for available input templates• Don’t let perfect get in the way of progress• Make a decision and get moving – Momentum is key ‒ We’ll discuss how to get started in a few momentsPart Number Part Description UPC Code UNSPSC Attribute_1 Attribute_2 Attribute_3 Attribute_4 Attribute_5 Attribute_6 Attribute_7 Attribute_81234 Description 1 12345678900 39101901 Brand Name Sub Brand Type Special Features Application Standard Lamp Type Wattage2345 Description 2 12345678901 39121512 Brand Name Sub Brand Type Special Features Application Standard Voltage Rating Amperage Rating3456 Description 3 12345678902 39121502 Brand Name Sub Brand Type Special Features Application Standard Voltage Rating Amperage Rating4567 Description 4 12345678903 39121502 Brand Name Sub Brand Type Special Features Application Standard Voltage Rating Amperage Rating
  • KEY #3: The Data Management Platform (DMP)The flow of manufacturer data to distributors.Two historical shortcomingswithin the application:1. Catalog content was not present2. Communication within the application was not possible
  • KEY #3: The Data Management Platform (DMP)The flow of manufacturer data to distributors.With catalog content nowpresent, communication is vitalto the process. The DMP is themechanism by which we cancommunicate WITHIN theprocess.Advantages:1. Communication is specific to a product2. All content per product is visible3. Fixing content is one and done for the manufacturer
  • KEY #3: DMP in combination with IDW• Fixing content is “one and done”. Mfr. Dist. Cust. IDW & DMP Mfr. Dist. Cust. Mfr. Dist. Cust. Mfr. Dist. Cust.
  • KEY #3: DMP in combination with IDW• Fixing content is “one and done”. Mfr. Dist. Cust. IDW & DMP Mfr. Dist. Cust. Mfr. Dist. Cust. Mfr. Dist. Cust.
  • Why is this important?Why1. Customer demands2. Customer behavior3. Customer needs4. Customer desiresBottom Line: It’s the customers requirement for1. Detailed information2. Easy access to information3. Access to information using a variety of devices
  • Recall Key #1• Recall what IDW did to the manufacturer and distributor relationship. Mfr. Dist. Cust. IDW Mfr. Dist. Cust. Mfr. Dist. Cust. Mfr. Dist. Cust.
  • Recall Key #1• If we look at one distributors relationship with its customers. Dist. Cust. • Web commerce Cust. • Web catalogs • Print catalogs • Mobil applications Cust. Cust.
  • Recall Key #1• If we look at one distributors relationship with its customers. Mfr. Dist. Cust. IDW Mfr. Dist. Cust. • Web commerce • Web catalogs • Print catalogs • Mobil applications Mfr. Dist. Cust. Mfr. Dist. Cust.
  • “Content Chain” IntegritySo the tools are in place to ensure “content chain” integrity.1. IDW2. UNSPSC schema3. DMPSo now what?
  • “How” to do and “What” to do1. Defining your priorities2. Measuring progress3. Score4. Get started
  • Defining Your Priorities• Need to find your starting point – Velocity index, A/B items, 80/20 rule – May be different for all – “I do not have enough time today to build all products, but I do have enough time to build the right products”• Gain momentum by starting on high profile products• Build for the future – Think of the data needed to drive future Repeat Identify processes and demands Content Building Score Measure
  • Defining Your PrioritiesPromotions Stakeholders Strategic Projects Customers Content Efforts A/ B Products MarketDivisions Content Owner content “triage”
  • Measure Progress and Score• Create measurable goals - dashboard – Count of SKUs online – % of A and B items built/unbuilt – % of items with an image – SKU count by market – Last updated? – “What gets measured, Repeat Identify gets managed” Content• Track, update, and report Building Score Measure
  • Get StartedA few basic steps will get you on the way1. Identify your sku’s to “build”2. Use the UNSPSC template – IDEA has templates available3. Gather your product information resources – Product materials and product experts4. Assemble your resources5. Build the data into the template6. Upload to IDW7. Communicate via the DMP
  • Benefits to this effortYou will see many benefits to your effort to provide content• Greater depth of products in marketing efforts• Greater emphasis on marketing of products vs. gathering content• Defeat Mr. 220 / 221 by providing content• More: Help distributors meet the growing customer demand of seeing more information about more products in more places
  • Benefit #1: Greater scope of products visibleWhen manufacturers DO NOT provide catalog content, expectto see a NARROW scope of products online and in print! Full range of products offered A & B Items by a manufacturer Demands for catalog content Strategic Customers Market Demands Scope of catalog content built for online and printed catalogs
  • Benefit #1: Greater scope of products visibleWhen manufacturers DO provide catalog content, expect tosee a MUCH WIDER scope of products online and in print! Full range of products offered A & B Items by a manufacturer Demands for catalog content Strategic Customers Market Demands Scope of catalog content built for online and printed catalogs
  • Benefit #2: More focus on product promotion Help distributors shift effort from content building to product promotion!
  • Benefit #3: Defeat Mr. 220 / 221• You can ensure content integrity by providing content, and not leaving it in the hands of Mr. 220 / 221.
  • Benefit #4: More• Today’s customer: ― Wants more information about more products from more places ― Uses B2C processes in their personal life ― Includes “internal” customers Printed Data E-Commerce E-Newsletters Flyers Catalogs Syndication
  • Looking ForwardManufacturers must provide catalog content!1. Protect your product’s catalog content by providing it2. Future maintenance of catalog content dependant upon the exchange of data3. See a greater depth of your products online & in print4. Help distributors shift from content building and management to product promotion and selling!5. Most important: Customers want More: More information about More products, in More places
  • BORDER STATESSupply Chain Solutions QUESTIONS