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Industry Schema Optimizes Your Web Storefront - David Starr, McNaughton-McKay
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Industry Schema Optimizes Your Web Storefront - David Starr, McNaughton-McKay

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Manufacturers have taken great strides in populating marketing content in the IDW. Learn why that content is so important to your distributors. Hear how UNSPSC codes, images, catalog descriptions, and …

Manufacturers have taken great strides in populating marketing content in the IDW. Learn why that content is so important to your distributors. Hear how UNSPSC codes, images, catalog descriptions, and product attributes are used in a distributor's web storefront.


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  • 1. Industry SchemaOptimizes Your Web Store By David Starr Director of eBusiness McNaughton-McKay Electric Company
  • 2. What Do Customers Expect When They Visit Your Web Store
  • 3. • A familiar B2C look and feel• Fast and easy to use• Robust search capabilities o Keyword o Tree o Filter By Attributes (color, voltage, size etc.) o Search within a search• Images• Substitutes and Suggestions• Product specifications
  • 4. • Their price & availability• Advanced Business Objects o Order management o POD o Pay invoices• Multiple modes of payment o On account o Credit Card o PayPal
  • 5. Why have the B2C sites had such an advantage• Most have been in the print catalog business and have very rich content• It is easier to research products on line• Retail margins tend to be higher and they budget for participation in this space• The public is becoming more internet savvy and comfortable with buying on line
  • 6. What content do we needfrom our Manufacturers
  • 7. The easy stuff• Robust searchable descriptions o To facilitate key word searches• Image o For a visual reference• Links back to the Manufacturer’s Site o For additional up to date product detail• Specifications o Quick view of the product detail (Catalog PDF)
  • 8. The not so easy stuff• Discrete product attributes. o Size, voltage, color, contact configuration, etc.• UNSPSC - United Nations Standard Product & Services Code o To build a tree structure o To facilitate the creation of the attribute schema for that group of products
  • 9. What Is UNSPSC?• UNSPSC is a multi pair hierarchal code that is used to define groups of products and services. Anything from Antibiotics to Zebras. Very similar to the old electrical commodity codes• It allows us to assign common characteristics or “discrete attributes”
  • 10. What does multi pair hierarchal code mean• Segment - First Pair• 39-00-00-00 Electrical Systems and Lighting and Components • Family - Second Pair • 39-10-00-00 Lamps and Light bulbs and lamp components • Class - Third Pair • 39-10-16-00 Lamps and Light bulbs • Commodity - Forth Pair • 39-10-16-12 Incandescent lamps • 39-10-16-14 Metal halide lamp HID
  • 11. Electrical Industry UNSPSC SampleVersion 2.0 -draftThis document details various analyses of IDEA Electrical Product data as it relates to product categories andattributes.UNSPSC Segment Family Class CommodityCode Tools and General27111511 Machinery Hand tools Cutting and crimping and punching tools Wire cutters Electrical Systems and Lighting Fixtures and39111532 Lighting Accessories Interior lighting fixtures and accessories Fluorescent high bay fixture Electrical Systems and Lighting Fixtures and39111611 Lighting Accessories Exterior lighting fixtures and accessories Flood light Electrical Systems and Electrical equipment and Electrical boxes and enclosures and fittings39121332 Lighting components and acc Electrical junction box Electrical Systems and Electrical equipment and39121452 Lighting components Electrical lugs plugs and connectors Cable joint Electrical Systems and Electrical equipment and Switches and controls and relays and39121563 Lighting components accessories Pull Chain Switch Electrical Systems and Electrical equipment and39121636 Lighting components Circuit protection devices and accessories Current limiter
  • 12. Retail Example• Segment - First Pair• 12-00-00-00 Men’s Clothing • Family - Second Pair • 12-10-00-00 Men’s Clothing > Shoes • Class - Third Pair • 12-10-16-00 Men’s Clothing > Shoes > Boots • Commodity - Forth Pair • 12-10-16-12 Dress Boots • 12-10-16-14 Casual Boots
  • 13. Drilling down through the tree structure
  • 14. Keyword Search
  • 15. How was the Industry Attribute Schema Created(the really hard stuff)
  • 16. • Panels of Manufacturers and Distributors were assembled to review the current UNSPSC code sets and new codes were created for every known product grouping in our industry. For example: Incandescent Lamps - Circuit Breakers - Fuses - Pushbuttons etc.• Once the UNSPSC codes were defined then the Attributes associated with EACH code were defined• Once the Attributes were defined, the format or schema was defined
  • 17. Electrical Industry UNSPSC SampleVersion 2.0- draftThis document details various analyses of IDEA Electrical Product data as it relates to product categories andattributes.UNSPSC Segment Family Class CommodityCode Tools and General Cutting and crimping and punching27111511 Machinery Hand tools tools Wire cutters Electrical Systems and Lighting Fixtures and Fluorescent high bay39111532 Lighting Accessories Interior lighting fixtures and accessories fixture Electrical Systems and Lighting Fixtures and39111611 Lighting Accessories Exterior lighting fixtures and accessories Flood light Electrical Systems and Electrical equipment and Electrical boxes and enclosures and39121332 Lighting components fittings and acc Electrical junction box Electrical Systems and Electrical equipment and39121452 Lighting components Electrical lugs plugs and connectors Cable joint Electrical Systems and Electrical equipment and Switches and controls and relays and39121563 Lighting components accessories Pull Chain Switch Electrical Systems and Electrical equipment and Circuit protection devices and39121636 Lighting components accessories Current limiter
  • 18. Attributes For Wire CuttersUNSPSC Code Commodity27111511 Wire cuttersAttribute_1 Attribute_2 Attribute_3 Attribute_4 Attribute_5 Attribute_6 Attribute_7 Attribute_8 SpecialBrand Name Sub Brand Type Features Application Standard Cutting Edge Cutting RangeAttribute_9 Attribute_10 Attribute_11 Attribute_12 Attribute_13 Attribute_14 Attribute_15 Handle HandleJaw Size Overall Length Length Handle Type Jaw Material Material Finish
  • 19. Questions ?