GS1 GDSN: Stop Typing. Start Synchronizing!
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The document discusses how online shopping sites could be improved through better product information, personalized offers, customer service, search capabilities, and notifications. It also discusses data synchronization and how good, accurate product data shared between companies using global standards can improve operations, sales, and compliance. The website comparethesausage.com is promoting how data synchronization allows products to be discovered and sold online through improved data sharing.
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GS1 GDSN: Stop Typing. Start Synchronizing!
- 2. Is this the future of retail? comparethe sauasage.com
- 4. www.comparethesausage.com Found awesome new web site today #comparethesausage.com. Discovered that low-fat, gluten-free tasty sausage I’ve always longed for #happysausage. BBQ at my place Sunday #Kölschfest
- 5. $106B $166B $215B$182B $992B $1,093B $1,260B $634B 2006 2009 2010 2012 Online sales influenced by internet Instore sales influenced by internet US Market, all type of sectors:2009. Source: Google
- 6. MARTIN FINCHAM GDN OR GDSN ? GOOD DATA German Data Sharing Network? Got Data Sending Nowhere? God Damn Stupid Network! Global Data Synchronization Network
- 8. Provide more detailed product info Promote more personalized offers Offer more online customer service Provide better search capabilities Email/text alerts for sold out products back in stock Enhance the design and navigation Survey - Consumer Research - Online Shopping Trends How do you think online shopping sites could be improved? 31% 17% 15% 14% 12% 11%
- 9. Men’s Hybrid Front Suspension Lock-out Forks Disc Brakes XL Size
- 12. BENEFITS OF GOOD DATA Operations Sales Compliance One Time Trust Global Standards Easy Sell More EU Law
- 14. …start synchronizing…with a PIM system ERP PLM XYZ GDSN
- 15. Data Formats Trading PartnersData Volatility Complexity SKUs NO MAYBE? YES Profile A Profile B Profile C Customer 1 Customer 2 PIM – do you need such a system? PIM Radar Chart © LANSA 2013. May not be used or reproduced without permission.
- 16. www.comparethesausage.com GOOD SYNCRONISED DATA WILL ALLOW YOUR PRODUCT TO BE IN THE MIX
- 17. www.comparethesausage.com DATA SYNCRONISATION HAS NEVER BEEN EASIER!
- 18. Want to know more…? Download: How to implement a GS1-compliant Data Quality Management System in FMCG
Editor's Notes
- Thisis a talk about Data Quality and how to meet both consumer and trading partner expectations of having access to accurate and complete product item data whenever and wherever they want.
- Let’s start by fast-forwarding to the future. Here we see a fictional online shop – comparethesausage.com. Hopefully this is not the wurst example I could have chosen! Is it so crazy to imagine that tomorrow’s consumer will expect to buy their sausages this way? [CLICK] When you visit an online grocery store today why can’t you set some personal preferences – like low-fat or gluten-free – when you first enter the store and then only ever be shown items that match your preferences? We know that the consumer demand is there and we know that the technology exists; but such functionality is still rare? Why, because there is a lack of structured and accurate product item data in the supply chain. Other industries – like insurance and finance – already have such comparison web sites but they are not so common in retail.
- There are consequences to preventing tomorrow’s consumer – the so-called digital native – from shopping in the way that they want. The question is: will you be a Happy Sausage [CLICK] or a Sad Sausage?
- The Happy Sausages were found by the consumer, purchased and shared with friends. The consumer enjoyed a fast and efficient shopping experience - which not only resulted in a transaction - but reflected well on the brands of both the retailer and the manufacturer. [CLICK] They even tweeted about their positive experience! [PAUSE TO READ TWEET]For Mr. Sad Sausage the tweet included some reference to #dinosaur and how the consumer will never shop there again!
- So…good data allows for accurate comparisons. Good data gets your products found. Good data drives increased revenue and enhances brand perception. Are you publishing good data? [show off hands by the audience]We can not only concern with our online sales revenue. [CLICK]We must now also concern ourselves with how the online experience we provide is influencing our instore sales. Our concern could be as simple as brand perception or as comprehensive as multi-channel retailing and show-rooming. Either way the ability to publish good data has a direct impact on how much of this multi-billion dollar global market we can win for ourselves.
- Hello, my name is Martin Fincham and I am the CEO of a software vendor called LANSA. We specialise in Data Quality and Product Information Management solutions. In case you haven’t guessed, I’m here to talk about the importance of good data or, continuing my theme, how to make your sausage a happy one! Our friends at GS1 and 1WorldSync offer you access to the GDSN. How many of you are already using the GDSN? [wait for audience response][CLICK] Are you sure? Could you actually be using the sister network? The GDN…? In fact, what does GDSN really mean? Got Data Sending Nowhere? The German Data Sharing Network? Frustrated users may even call it the “God Damn Stupid Network!”. No of course it stands for the Global Data Synchronization Network. But what does it REALLY mean to SYNCHORNIZE your data and are you achieving data synchronicity today?
- If you are not truly synchronizing your data – which means having implemented automated, machine-to-machine integration between your internal systems and the data pool – then you are missing out on the full potential benefits of the GDSN and GS1 Standards. We know this is true because we, LANSA, have on-boarded hundreds of organisations to the GDSN (both supply- and demand-side) and each and every one meets this gold standard. [CLICK] Looking ahead to the next decade of data sync we will not only be talking about supply-chain efficiency and the benefits of sharing good data between trading partners. [CLICK] We are experiencing an explosion in the number of attributes to be captured, managed and published with the causes being both consumer demand and compliance with government legislation. Velocity is increasing at an alarming rate and the sheer weight and pace of change is straining today’s manual and semi-automated processes. How will you ever catch-up? Other experts have talked to industry drivers like EU1169 compliance so I will stay with the consumer angle for now.
- Of course providing more detailed product information is not the only way to improve the shopping experience on your site. But research suggests that this enhancement will have the greatest impact on sales and customer satisfaction. I have a recent shopping experience to share with you that will further illustrate the frustration we can suffer with today’s online stores and manufacturer's web sites.
- On Sunday I participated in a charity cycle ride along with some LANSA colleagues. Being a man this gave me the perfect excuse to shop for a new toy…for how could I possibly complete such an endurance test on my old bike [wink]? It’s been 15 years since I last shopped for a bike and, boy, have things changed! After a quick chat with a cycling-mad colleague I narrowed my requirements to the following basic criteria. [CLICK] Sorry to mix product examples here but I really didn’t think I could put up a slide about searching for “Men’s Hybrid Extra Large Sausage!”. I didn’t start with any particular brand allegiance in mind, but knew I wanted to shop in the mid-range and was given brands like Trek, Giant and Specialized to consider.
- So I hopped over to the Specialized web site.Couldn’t find Hybrid in the list which I thought was a generic product category so not even at first base in my search[CLICK]Noticed comparison feature, but this already presumes you know the models you are interested in and just want to compare features side-by-side
- Amazon has one of the better web sites and I could easily find Bikes, Hybrid (first base), Men’s (second base) and even sort by size (third base). But that’s where my search ended. No ability to filter by features like suspension forks and disk brakes. All I had was another long list of bikes which may or may not meet my basic criteria.Long story short: I had to go to the local bike shop…got good advice…paid RRP and the online retailer missed out on a sale.
- We’ve allheard stories about the negative effects of bad data, but businesses rarely invest in new solutions on the basis of fear alone. When faced with threats it is human nature to opt for the “minimum” solution to make the problem go away, or at least to stop it from getting any worse. The so-called Band-aid approach. [CLICK] But by focusing on the business benefits of good data it is possible to create an ROI model using tangible business impacts; such as mitigated risks, reduced costs, or increased revenue.This is how we engage with our customers when they shop for Data Quality and PIM solutions. For instance, compliance may be the trigger that finally gets a project to the top of the corporate agenda, but the resulting benefits to the business can be so much more compelling than simply avoiding a fine from Brussels!
- OK…enough with setting the scene. By now you must be convinced of the need to improve data quality and to provide more accurate and complete product item data to your trading partners and consumers. Now the question is: how?[CLICK] First step: stop typing! Every manual and semi-automated process runs on people power. But people make mistakes and people cost money. If your current Product Information Management system is really just a mash-up of different databases, spreadsheets, web portals and file transfers then, frankly, you aren’t taking this problem seriously enough! Do you manage your other critical data domains – financials, employee, manufacturing, customers – in the same crude way or do you have dedicated Financial Accounting, HR, ERP and CRM systems? If so, then where is your proper Product Information Management system?Knowing you have a data quality problem becomes obvious when something goes wrong. But identifying the root cause of the problem, fixing it and keeping it fixed are much greater challenges. This is where data synchronization comes into play.
- LANSA and 1Worldsync have a relationship spanning 10 years and have many customers in common. [CLICK] Over the summer we strengthened our relationship in order to provide a more complete one-stop shopping experience. We will each now invest even more in our joint engineering, sales, marketing and service delivery efforts, thereby creating the first global powerhouse for Product Information Management solutions in the GS1 community.[CLICK]Data synchronization means implementing automated, machine-to-machine integration between your internal systems and the data pool. One of the major differences between typing and syncing, and also a big difference between WorldSync1 (SINFOS) and the GDSN, is the ability to automatically receive and process Catalogue Item Confirmation (CIC) messages sent back via the data pool. That’s right, the network talks back to you! You need automated workflow processes in place to route and react to these messages. The only practical way to manage these transactions and processes is via a PIM of some kind.Data synchronization enables supply chains to enjoy the same kind of super-efficient Straight-Through Processing model that has allowed the Financial Services industry to handle billions of transactions and customer interactions with lower operating costs. Manage by exception, only use human intervention when necessary and let computers do the routine stuff. Note that when using a PIM with the GS1 System it is important to choose one that contains the GDSN data model and has validated data pool connectivity. Otherwise you will spend a lot of time and money configuring the PIM and then a lifetime of effort keeping up with changes to the GDSN data model and message formats.
- The following chart illustrates how a given organization can determine whether it has the need, and a likely business case, for a PIM system. Our PIM radar model makes a relative comparison along five axes of importance:number of Stock Keeping Units (products)number of different data formats required by internal sources of product data (e.g. ERP, database, spreadsheet, …)number of trading partners that want to exchange product data electronicallyhow volatile is the product data (how frequently are changes made to products or new lines introduced)?how complex is the product data when measured by number of attributes, hierarchies etc.?[CLICK]It has been our experience that a potential user needs to ‘break out’ along two or more axes to be a viable candidate for a PIM. For example, when the number of products is low, and everything else is simple and static in nature, then product data can usually be managed quite adequately with, say, Excel spreadsheets. But once the number of products and trading partners reaches higher levels then a PIM is required to manage the data efficiently and accurately. The radar illustrates the three basic profiles of Yes, No and Maybe. Now I will map onto the chart two real-world customer scenarios. [CLICK]Customer 1 broke-out along two axes; number of SKUs and number of Trading Partners. [CLICK] Whereas the profile of Customer 2 was dominated by the complexity of their data and by virtue of their very large number of Trading Partners. Both of these customers enjoyed very successful PIM implementations with us.Your PIM can be configured as a System of Reference, whereby master data is maintained in your back-end systems and queried as required or configured as the System of Record whereby the data stored in the PIM database is the master and back-end systems are updated accordingly. A PIM is often used alongside a suite of business applications – like those from SAP and Oracle – because of the very specialised functionality required for full data synchronisation within the GDSN and GS1 System. In fact Oracle themselves promote LANSA Data Sync Direct as their recommended GDSN connector for use with Oracle e-business suite.
- Respect data quality as much as you currently respect your product, packaging and promotions today. Remember, data is the product when you are selling online.
- Respect data quality as much as you currently respect your product, packaging and promotions today. Remember, data is the product when you are selling online.