01302011 kh coupon data pool gs1 belgilux info session final
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01302011 kh coupon data pool gs1 belgilux info session final Presentation Transcript

  • 1. Coupon Data PoolJan SomersCEO GS1 Belgium & LuxembourgKurt HerregodtsProject manager Coupon Data Pool
  • 2. 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 2© 2010 GS1
  • 3. 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 3© 2010 GS1
  • 4. Coupon Data Pool GDSN New coupons in Coupon Data Pool Clearing 4© 2010 GS1
  • 5. Coupon Data Pool GDSN New coupons in Coupon DP Clearing 5© 2010 GS1
  • 6. Results survey Out of 259 potential coupon issuers 199 filled out the survey 6© 2010 GS1
  • 7. Results survey (2) Present in GDSN ? 7© 2010 GS1
  • 8. Results survey (3) Top 70 coupon issuers 8© 2010 GS1
  • 9. GDSN – Central Data Bank # companies in 2010 90 80 70 60 50 40 30 20 10 0 Feb Dec Jan Feb Mrt Apr May Jun Jul Aug Sep Oct Nov Dec 2009 2009 9© 2010 GS1
  • 10. GDSN – Central Data Bank 16000 14000 12000 10000 8000 6000 Unique Base Items Total Base Items 4000 2000 0 10© 2010 GS1
  • 11. The concept 11© 2010 GS1
  • 12. 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 12© 2010 GS1
  • 13. 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 13© 2010 GS1
  • 14. 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 14© 2010 GS1
  • 15. Campaign-promotion-coupon 15© 2010 GS1
  • 16. 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
  • 17. 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
  • 18. Coupon • One coupon can only belong to one promotion • Coupon code is assigned to one coupon© 2010 GS1
  • 19. Example Campaign Reckitt Powerbrands Budget: € 50K Promotion Promotion Calgon Finish 01.01.2011-30.06.2011 01.04.2011 – 30.06.2011 2 products € 5 off 1 product € 2 off Budget 30K Budget 20K Powder 950g – gel 750 ml – tabs 45 pieces Tabs – 90 pieces Coupon Coupon Coupon 9830001015007 9830001025006 9830001032004 Medium: Magazine A Medium: Magazine B Medium: coupon on pack 01.01.2011 01.01.2011 01.04.2011 Number of coupons: 100K Number of coupons:70K Number of coupons: 20K© 2010 GS1
  • 20. 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 20© 2010 GS1
  • 21. 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 21© 2010 GS1
  • 22. 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 22© 2010 GS1
  • 23. Coupon Data Pool GDSN New coupons in Coupon Data Pool Clearing 23© 2010 GS1
  • 24. 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 24© 2010 GS1
  • 25. 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) 25© 2010 GS1
  • 26. 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) 26© 2010 GS1
  • 27. 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 27© 2010 GS1
  • 28. Coupon Data Pool GDSN New coupos in Coupon DP Clearing 28© 2010 GS1
  • 29. 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 29© 2010 GS1
  • 30. 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 30© 2010 GS1
  • 31. 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 31© 2010 GS1
  • 32. 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! 32© 2010 GS1
  • 33. 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 33© 2010 GS1
  • 34. Phase 1 to 3 • Coupons scanned at the till 100 90 80 70 60 % 50 40 30 20 10 0 June August September October 34© 2010 GS1
  • 35. 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) 35© 2010 GS1
  • 36. How to get started? • Update your staff data on GS1 website! • How ? www.gs1belu.org member login 36© 2010 GS1
  • 37. 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 37© 2010 GS1
  • 38. CONCLUSION DASHBOARD ALL COUPON ISSUERS COLLECT MASTER DATA AND 1 FEBRUARY 1-28 SAMPLE EXISTING COUPONS ALL COUPON ISSUERS 2 MAY 31 PRODUCTS ON GDSN 3 JUNE-JULY TRAINING UPLOAD EXISTING COUPONS IN 4 JULY 18-31 COUPON DATA POOL CREATE NEW PROMOTIONS IN 5 AUGUST 1 COUPON DATA POOL 6 AUGUST 16 ROLL-OUT 38© 2010 GS1
  • 39. Contact DetailsGS1 Belgium & LuxembourgKoningsstraat 29 Rue Royale1000 Brussel/BruxellesT + 32 2 229 18 80F + 32 2 217 43 47W www.gs1belu.orgE info@gs1belu.org