This document discusses the Coupon Data Pool project, which aims to create efficiencies in managing coupon data and processing coupon redemptions. It will integrate coupon data with the existing GDSN data pool to allow automated linking of product and coupon data. This is expected to reduce fraud and misredemptions, saving coupon issuers and retailers money. The project is proceeding gradually, with retailer and issuer surveys completed, pilot testing planned, and retailer and issuer trainings scheduled. The integration of coupon data into existing GS1 data standards and processes stands to improve data quality while reducing costs for all participants.

1. Coupon Data Pool
Jan Somers
CEO GS1 Belgium & Luxembourg
Kurt Herregodts
Project 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
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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
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4. Coupon Data Pool
GDSN
New coupons in
Coupon Data Pool
Clearing
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5. Coupon Data Pool
GDSN
New coupons in
Coupon DP
Clearing
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6. Results survey
Out of 259 potential coupon issuers 199 filled out the survey
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7. Results survey (2)
Present in GDSN ?
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8. Results survey (3)
Top 70 coupon issuers
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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
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10. GDSN – Central Data Bank
16000
14000
12000
10000
8000
6000 Unique Base Items
Total Base Items
4000
2000
0
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11. The concept
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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
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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
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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
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15. Campaign-promotion-coupon
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16. Campaign
• Can consist of different promotions, especially when
different face values are used within a campaign
• Budget can be managed on campaign level
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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
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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
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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
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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
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23. Coupon Data Pool
GDSN
New coupons in
Coupon Data Pool
Clearing
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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
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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
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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)
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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
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28. Coupon Data Pool
GDSN
New coupos in
Coupon DP
Clearing
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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
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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
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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
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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!
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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
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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
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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)
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36. How to get started?
• Update your staff data on GS1 website!
• How ? www.gs1belu.org member login
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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
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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
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39. Contact Details
GS1 Belgium & Luxembourg
Koningsstraat 29 Rue Royale
1000 Brussel/Bruxelles
T + 32 2 229 18 80
F + 32 2 217 43 47
W www.gs1belu.org
E info@gs1belu.org