Accelerating product web presence with SmartSearch and delivering Big Data
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Transcript of Accelerating product web presence with SmartSearch and delivering Big Data
Accelerating product web presence with
SmartSearch and delivering Big Data
Ken Lam ([email protected])
Head of Marketing & Industry Engagement, GS1 Hong Kong
May 2016
© GS1 Hong Kong 2015
Global Reach, Local Presence
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© GS1 Hong Kong 2015
Membership Profile by Industry Sector
• Apparel 590+
• FMCG 1,300+
• F&B 2100+
• Healthcare 550+
Total 7,000+
© GS1 Hong Kong 2015
GS1 Standards
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© GS1 Hong Kong 2015
Top e-retailers adopt GS1 Standards
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As we continue to create a seamless shopping experience across online, mobile and stores, we rely on accurate and consistent product information. The GS1 GTIN Validation Guide is an important tool for improving the quality of product data and the relevance of online and mobile search results. — Walmart Global eCommerce
The GTIN Validation Guide will help eBay find and resolve incorrect, duplicate and conflicting product information, improving visibility for merchant offers and enhancing the consumer search experience. — eBay
GS1 standards have been very valuable in our efforts to improve the online shopping experience by harmonising product data and eliminating inaccuracies. — Google
Online Audience (in millions)
Source: comScore, Inc., March 2014
Amazon, eBay, Walmart, Apple iTunes and Google require or endorse GS1 identification for e-commerce.
GTIN - The unique product identifier – Connecting the
on-line and off-line
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Retail from a consumer perspective: standards make it possible
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Providing a seamless consumer experience across physical and digital channels
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E-Commerce today
70% of all sales are influenced by information consumers find on the web.
Whether you’re a brand or a retailer, now is the time to make the information about the products you sell visible and accurate.
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© GS1 Hong Kong 2015
Search today
• Good online product information experiences are critical:
80% of all in-store purchases are influenced by digital1.
• Computers are “dumb” at reading online. They are unable to
see meaning in product information on web pages as humans can.
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Search engine have challenges
1 PwC. “Understanding How US Online Shoppers are Reshaping the Retail Experience” 2012
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The problem: Does your product speak search engine?
• Shoppers are frustrated by inconsistent search results; sales are lost
• Products have poor or no positioning on the digital shelf
• Difficult and expensive to find and aggregate product data
• Challenges linking social media to products
• Need for control over how the brand is seen by the consumer across channels
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No data detected on your product pages...
© GS1 Hong Kong 2015
GS1 Digital – Smart Search
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Make your product visible in search engine GS1 Smart Search standard & guide allow business to create 1. More relevant search result 2. More details and accurate product information display in search result
http://blog.schema.org/2016/02/gs1-milestone-first-schemaorg-external.html
© GS1 Hong Kong 2015
Why is GS1 SmartSearch needed?
It is difficult for companies to keep information about the products they
make or sell visible across the web because products are not
consistently accurately identified
in a common machine-readable format.
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Search engines Manufacturer and retailer websites
Other digital channels such as:
Websites that contain product information (price comparison,
etc.) and social media
Better Search
© GS1 Hong Kong 2015
What is GS1 SmartSearch?
A new GS1 standard that makes it easier to keep information about products visible across the web in:
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Search engines
Manufacturer and retailer websites
Social media
© GS1 Hong Kong 2015
How GS1 SmartSearch works
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By adding
structured GS1
keys and attributes
to your product web
pages...
… you help search
engines understand and
display more relevant
search results to your
consumers...
… which leads to
more click-throughs
to product pages and
more sales.
© GS1 Hong Kong 2015
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Pilots show increased search relevance
A structured data pilot was conducted in 2014 among 24 companies by GS1 US. Three weeks after going online:
For 33% of the studied search terms, the brand's position improved
On average, each product was raised 2.9 positions (31%) in search results
Better Search
© GS1 Hong Kong 2015
Tomorrow: Accuracy, Relevance and Trust With unique identification and structured content
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Swiffer
Structured data used in a variety of new ways
MSDS Sheets
Ingredients
Product Image
Videos
Where to Buy
© GS1 Hong Kong 2015
The History - GS1 and MIT Ignited IoT - Auto-ID labs and EPCglobal
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The EPC Standard for IOT
• Electronic Product Code Identify
• Low cost EPC UHF Gen2 RFID tag Capture
• EPC Information Services (EPCIS) Share
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© GS1 Hong Kong 2015
IoT Smart City Innovations
• Over 22 million Octopus are in circulation & processes over 12 million transactions a day offers convenience to the public
• HK International Airport, first airport in the world to implement efficient RFID enabled baggage handling using UHF Gen2 tags
• Convenience RFID based toll collection
• RFID library offers convenience to patrons
• Efficient RFID based e-charm management system implemented in a popular local temple
• RFID based material testing & train maintenance ensure safety for commuting
• RFID corpse management in local public hospitals
…………..Many more 18
© GS1 Hong Kong 2015
Converting RFID Big Data to Analytics
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Source: IDTechEx forecast in the new report RFID Forecasts, Players & Opportunities 2014-2024
Executives think that retail
big data insights are
most beneficial for: •merchandising (53%) •marketing (48%) •store operations (42%), •e-commerce (42%), •supply chain (27%), •finance (23%), •loss prevention (21%).
Source: 1010data Retail Study: Executives Discuss the Impact and Further Potential of Big Data in the Retail Industry
“In retail, RFID is seeing rapid growth for apparel tagging -
that application alone demands 3 billion RFID labels in 2014.
More that 25 billion RFID tags will be used on retail apparel
and shoes in 2020”
- IDTechEx
© GS1 Hong Kong 2015
Omni-channel challenges
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• Need to fulfill from anywhere and within short time
• Low inventory accuracy & no visibility to inventory levels across channels
• Multiple customer touch points making it difficult to track customer behaviors in association with products
© GS1 Hong Kong 2015
RFID enables accurate inventory level
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Mobile RFID Scanning Device
Further reporting
Retail Store Scanning Warehouse Scanning
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Smart Apparel (Smart Shelf O2O inventory visibility) Cycle Count
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Backroom & sales floor inventory stock take
Inventory visibility for O2O 1. RFID scanner to scan items in the backroom & sales floor 2. Update inventory captured for different stores 3. Update store inventory record for stores with items reserved for O2O fulfillment
Stores Style no / GTIN Color Size In story inventory QTY QTY reserved for online shop
Total
Wan chai 48916682345678 Pink S 58 6 64
48916689845678 Pink M 30 0 3
48916689845677
Pink L 23 2 25
© GS1 Hong Kong 2015
Smart Apparel – RFID Capturing Consumer Behaviors for Analytics
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Consumer take clothes from the RFID senor hanger for trial while reader automatically sense the taken away items and send to the dashboard
RFID smart shelf hanger (with RFID sensor)
© GS1 Hong Kong 2015 24
Smart Apparel – RFID Capturing Consumer Behaviors for Analytics
Smart Fashion Store
Windbreaker Color : orange Size: M QTY : 1
Lady Jean Color : Blue Size: 26 QTY : 1
Skirt Color : Pink Size: M QTY : 1
Blouse Color : White Size: M QTY : 1
When all tagged items are hanged on the hanger or placed on the shelf, display product information Product info Product info Product info
When the item is taken out / sold, the system detected and trigger a flashing alert to inform sales person to refill
© GS1 Hong Kong 2015
Big Data Making Big Business
© GS1 Hong Kong 2015
Challenges
• Tedious and time consuming
jewelry stock taking routine
distracts sales staffs from
performing sale duties and
providing customer service
• Difficult to track substantial
products flow in the sales floor
• Difficult to capture data on
customers’ preference and
shopping behavior during the
sales process.
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© GS1 Hong Kong 2015
The Solution: RFID Tray
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Collect information of EPC/RFID tagged items
Display product information
Capture customer information
Capture data : items displayed, customer behavior, occasions, demographics etc
© GS1 Hong Kong 2015
RFID Tagging on the jewelry items
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Jewels with RFID tag
Smart Tray (Reader)
Item 2 Grade: xxx Size: xxx Weight: xxx Price: $$$$$ More…
Item 5 Grade: xxx Size: xxx Weight: xxx Price: $$$ No. of views: xx More…
Gender Occasions
Suggested items: Salesperson displays the jewels on Smart Tray to retrieve the product data, and enter the consumer data for analytics. Alter will be trigged if the tagged item leave the tray for certain period of time
F/M Birthday
Anniversary etc
Alert
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2
Salesman screen
© GS1 Hong Kong 2015
Assuring Genuine Pearl with an Unique Identifier
© GS1 Hong Kong 2015
Can you tell which one is Genuine A Grade South Sea Pearl ?
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A B In terms of : luster / color / size / shape / spot
© GS1 Hong Kong 2015 31
GS1 Hong Kong
18-12-2014
17-04-2015
10-07-2015
ezTRACK Interface
Retailers / resellers validate the authenticity of the pearl necklace with RFID reader & show unique ID / EPC
Scan to capture the nurturing pearls to keep track of the progress (pedigree) & show in ezTRACK ON SCREEN(from commissioning to plantation, harvesting …. Retail)
Creating Brand Loyalty by Origin to Consumer Hands
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2
© GS1 Hong Kong 2015
Creating Brand Loyalty by Bringing Origin to Consumer Hands
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© GS1 Hong Kong 2015
ICT Awards – Best Smart Hong Kong Awards
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• Igniting Smarter Hong Kong, Smarter Living:
• Echoing the “Digital 21 Strategy” paper to encourage the
innovative use, development and adoption of advance technologies
specifically in Internet of Things and Big Data technologies to
uplift business operation efficiency, industry competitiveness and
service qualities, to enable Hong Kong to stay in the forefront of the
increasingly digitalized world.
• Furthermore, it is to encourage Innovative applications and services
developed from Public Sector Information in Hong Kong to create
smarter business and better daily life. • Best Smart Hong Kong ICT 2016 Award Streams (Gold / Silver / Bronze
winners in each stream) • Internet of Things of Things
• Big Data Application
• Public Sector Information Applications
© GS1 Hong Kong 2015
GS1 Hong Kong Internet of Things Conference 2016, 21 Jun
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http://hk-iot-conference.gs1hk.org/2016/
© GS1 Hong Kong 2015
Originally established in April 2013 and hosted by GS1 Hong Kong
with the support from the Innovation and Technology
Commission of the HKSAR Government and the Hong Kong
Science & Technology Parks.
To be relocated in GS1 Hong Kong office in Dec 2015.
Consisting of six zones, in which visitors can touch and feel the
power of IoT technologies in various industries.
Smart Retail
Smart Logistics
Smart Healthcare
Smart Food Safety
Smart Consumer Trust
Smart City
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Hong Kong IoT Centre
© GS1 Hong Kong 2015
For more information,
Or visit www.GS1hk.org