Omni channel strategy and gs1 smart search
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Transcript of Omni channel strategy and gs1 smart search
Omni-channel Strategy and GS1 SmartSearch
Ken Lam ([email protected])
Head of Marketing and Industry Engagment 22 April 2016
© GS1 Hong Kong 2015
Agenda
• Introduction to GS1 Hong Kong
• Marketing with QR Code
• Omini-channel challenges
• How GS1 Can help?
Enhancing your product web visibility –
SmartSearch
Enhancing your China Cross Border
eCommerce
Enhancing your consumer analytics
Enhancing your consumer trust
2
© GS1 Hong Kong 2015
GS1 Hong Kong Innovation - 5 Eras
4
The Rise of
Barcode
Revolutionized
Data
Exchange
Fueling
Supply Chain
Growth
Pioneer of
EPCIS & RFID
Digital &
eCOM
Innovation
1989 1992 1996 2008 2015
© 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 Hong Kong Services Portfolio
B2B B2B
• Order to cash
(ezTrade)
• Track & Trace
(ezTrack)
• Order to cash
(ezTrade)
• Track & Trace
(ezTrack)
B2B
• Order to cash
(ezTrade)
• Track & Trace
(ezTrack)
B2C B2C
• GS1 Sources
through mobile apps
• Product
Authentications
• GS1 Sources
through mobile apps
• Product
Authentications
B2C
• GS1 Sources
through mobile apps
• Product
Authentications
Professional
Services
Professional
Services • Supply Chain
Consultancy & Training
• RFID/EPC
Implementation &
Training
• Supply Chain
Consultancy & Training
• RFID/EPC
Implementation &
Training
Professional
Services • Supply Chain
Consultancy & Training
• RFID/EPC
Implementation &
Training
Technology
Advocates
Technology
Advocates
• Internet of Things
Showcase Center
• Partner outreach
• Internet of Things
Showcase Center
• Partner outreach
Technology
Advocates
• Internet of Things
Showcase Center
• Partner outreach
© GS1 Hong Kong 2015
1974: First live barcode scan
• A pack of Wrigley’s gum becomes the first product to be scanned with
a GS1 barcode in a Marsh supermarket in Ohio, United States.
• The Uniform Code Council is established in the U.S. as a not-for-profit
standards organization. Global expansion ensued.
© GS1 Hong Kong 2015
Digital Product Code
8
More efficient product search on the web
Key for big data analytics for on-line/
off-line
Enabling GTIN specific QR code for
product level marketing
Item level or GTIN level counterfeit
Future
The unique product identifier –
Connecting the on-line and off-
line consumers
Enhance retail check out efficiency
Accurate inventory
management
Efficient paperless order to cash process
Enable consumer products research
Current
© GS1 Hong Kong 2015
Top e-retailers adopt GS1 Standards
9
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
© GS1 Hong Kong 2015
Global eCommerce Players adopt GS1 Standard to facilitate trusted data source and big data analytics
• eBay, Google and Walmart endorse GS1 Standard
for Improving Online Commerce
• Locating Product Identifiers
• For most product categories, sellers are required to use an industry-standard
product identifier when creating new pages in the Amazon.com catalog. These
product identifiers are part of a system called GTINs, or Global Trade Item
Numbers.
“As we continue to create a seamless shopping experience across online, mobile and stores, we rely on accurate and consistent product information” said Jeremy King, Chief Technology Offier, Walmart Global eCommerce
“GS1 Standards have been invaluable in our efforts to improve the online shopping experience by harmonizing product data and eliminating inaccuracies.” said Eric Tholome, Product Management Director, Google Shopping
Details: https://www.amazon.com/gp/help/customer/display.html?nodeId=200202190
© GS1 Hong Kong 2015
Agenda
• Introduction to GS1 Hong Kong
• Marketing with QR Code
• Omini-channel challenges
• How GS1 Can help?
Enhancing your product web visibility –
SmartSearch
Enhancing your China Cross Border
eCommerce
Enhancing your consumer analytics
Enhancing your consumer trust
11
© GS1 Hong Kong 2015
Marketing Campaign with QR Code
• In some global markets today the use of
Mobile Barcode as a call to action in ‘out of
home’ advertisements, product packaging, or
other media is commonplace.
• Japan is a market where use of Mobile
Barcodes is a prevalent mass-market
medium for consumer engagement. From
grocery store product information to movie
releases, sweepstakes entry, or public
transportation over 90% of Japanese
consumers are familiar with Mobile Barcodes
and understand how to use their phone to
interact with them.
• In the U.S., 51 percent are aware of or have
seen Mobile Barcodes. This number jumps to
71 percent among 18-34 year olds
12
Source: Mobile Barcodes: An Overview for Marketers, Mobile Marketing Association, USA
© GS1 Hong Kong 2015
Mobile Activation - Cross Media Engagement
• Generally recommended that users
with smartphones be targeted. Codes
are perfect for making static media
interactive for already deployed
traditional media including:
Product packaging
Advertisements in print, periodicals,
and publications
Broadcast TV
Billboards
13
© GS1 Hong Kong 2015
Top uses for QR code
• Product Authentication
• Application downloads
• Sweepstakes
• Display coupons
• Connect to social media
• Download contact information
• Display your Yelp reviews
• Reward loyalty program members
• Display contest entry form
• Make mobile payments
• Offer product details
• Display directions to your business
• Scan a paperless ticket
• Email newsletters
14
© GS1 Hong Kong 2015
Technology
• Two-dimensional barcodes encode data in multiple dimensions. Data is encoded in
the width and height of the square modules. The GS1 DataMatrix and GS1 QR
Code symbols are two-dimensional barcodes within the GS1 System.
• In the past, linear barcodes (1D) were scanned utilizing a laser-based technology.
Nowadays, two-dimensional imaging scanners are the newest type of barcode
reader. As with any new technology, imaging scanners were once perceived to be
cost prohibitive. With the development and implementation of mobile applications
on Smart Phones, cost has been removed as a barrier to adoption.
• Since its introduction, the QR Code has gained wide acceptance in such diverse
industries as manufacturing, warehousing and logistics, retailing, transportation,
and most recently mobile applications.
15
© GS1 Hong Kong 2015
Benefits of GS1 Standard QR Code
• The benefit of using the GS1 QR Code is that
it allows the use of GS1 System information, where the
generic QR Code does not.
Using the GS1 QR Code leverages your current investment in
the GS1 System of Standards. While we tend to promote the
use of the GS1 QR Code for marketing applications, it may be
used throughout the supply chain between trading partners as
the GS1 QR Code has the capability of containing extended
attribute data such as batch/lot, expiry date, etc.
The GS1 QR Code is standards based so trading partners are
“speaking the same language”, ensuring uniqueness of the
identification of the product through the use of the Global
Trade Item Number (GTIN) and Packaging Component Number
(PCN).
17
© GS1 Hong Kong 2015
Seven keys to market with QR code
1. Giving people good reason to scan your code
2. Improve the look of the Code
3. Prompt your customers to scan (such as “Scan and get a
voucher!“)
4. Ensure readability (e.g. http://www.qrcode-monkey.com/ to
create QR with a logo)
5. The location of your QR code
6. Optimize content usability (Mobile Landing Page)
7. Measure success with QR Code tracking
18
© GS1 Hong Kong 2015
Agenda
• Introduction to GS1 Hong Kong
• Marketing with QR Code
• Omini-channel challenges
• How GS1 Can help?
Enhancing your product web visibility –
SmartSearch
Enhancing your China Cross Border
eCommerce
Enhancing your consumer analytics
Enhancing your consumer trust
19
© GS1 Hong Kong 2015
Retail from a consumer perspective: standards make it possible
20
Providing a seamless consumer experience across physical and digital channels
© GS1 Hong Kong 2015
What is your biggest challenge?
21
Web-Ready Products
Inventory Visibility
Fulfilment Strategy
Business Intelligence
Risk & Compliance
Grow the Business
Reduce Costs
Leverage Consumer Insights
Manage Risk
© GS1 Hong Kong 2015
Agenda
• Introduction to GS1 Hong Kong
• Omini-channel challenges
• How GS1 Can help?
Enhancing your product web visibility –
SmartSearch
Enhancing your China Cross Border
eCommerce
Enhancing your consumer analytics
Enhancing your consumer trust
22
© GS1 Hong Kong 2015
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.
23
Better Search
© GS1 Hong Kong 2015
Search Today: Too Much Data, Not Enough Rich & Relevant Content
26
Search: Swiffer
© 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.
29
Search engine have challenges
1 PwC. “Understanding How US Online Shoppers are Reshaping the Retail
Experience” 2012
© GS1 Hong Kong 2015
Without links, the engines
might never find this page
How Search Engines Work, Crawling & Indexing
© GS1 Hong Kong 2015
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
31
No data detected on your product pages...
Better Search
© GS1 Hong Kong 2015
GS1 Digital – Smart Search
32
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
What is GS1 SmartSearch? (the standard formerly known at GTIN+ on the Web)
A new GS1 standard that makes it easier to keep information about products visible across the web in:
33
Search engines
Manufacturer and retailer websites
Social media
Better Search
© GS1 Hong Kong 2015
Tomorrow: Accuracy, Relevance and Trust With unique identification and structured content
8
Swiffer
Structured data used in
a variety of new ways
MSDS Sheets
Ingredients
Product Image
Videos
Where to
Buy
© GS1 Hong Kong 2015
35
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
Benefits of SmartSearch
• Machine Readability – Using structured data
online helps search engines to better
understand their products
• Higher Rankings – Search engines prioritize
the web-content they understand, placing the
product page into a higher ranking
• Enhanced Search Results - Structured data
helps search engines provide consumers with
more concise and relevant results
• Communicating Authentic Information –
Search engines deliver more reliable search
results using trusted information from brand
owners
• Improved sales strategies - Structured and
accurate data helps merchants differentiate
their content, drive traffic and grow sales
36
© GS1 Hong Kong 2015
GS1 Hong Kong SmartSerach Jumpstart Service
37
Scope: Consultancy / training to effectively deploy GS1 structured data standard in the website (1/2 day)
Scope: (a) Define the pilot testing baseline like web traffic, search ranking, (a) web search testing
keywords (b) select the 5 testing
product pages (c) setting up testing A
B links (d) monitoring result
GS1 Hong Kong Digital Agency
© GS1 Hong Kong 2015
How can you product be benefited?
GS1 SmartSearch is currently being piloted
in Hong Kong.
38
Better Search
© GS1 Hong Kong 2015
Agenda
• Introduction to GS1 Hong Kong
• Marketing with QR Code
• Omini-channel challenges
• How GS1 Can help?
Enhancing your product web visibility –
SmartSearch
Enhancing your China Cross Border
eCommerce
Enhancing your consumer analytics
Enhancing your consumer trust
39
© GS1 Hong Kong 2015
Background
40
國務院同意在天津等12個城市設立跨境電子商務綜合試驗區…….
國函 〔2016〕 17 號
12個城市包括
天津市、上海市
重慶市、合肥市
鄭州市、廣州市
成都市、大連市
寧波市、青島市
深圳市、蘇州市
© GS1 Hong Kong 2015
How merchants can participate
41
Merchant
Product
information
China Customs
Products
information be
registered in
China Customs
Product Information Flow
LSP Platform
HS Code (Harmonized Code) will be released by China Customs
LSP Platform
LSP Platform Merchant
© GS1 Hong Kong 2015
Agenda
• Introduction to GS1 Hong Kong
• Marketing with QR Code
• Omini-channel challenges
• How GS1 Can help?
Enhancing your product web visibility –
SmartSearch
Enhancing your China Cross Border
eCommerce
Enhancing your consumer analytics
Enhancing your consumer trust
42
© GS1 Hong Kong 2015
43
Global Retailers / Brands are adopting RFID/EPC
The use of EPC/RFID at Item-Level is the key enabler for boosting
Inventory Accuracy from 63% to 98+ %
Once installed, a retailer can benefit from a lot more …
Process Logistics Store Time
Saving
Goods In & Out Quantity Check
x x up to 100%
Applying EAS hard-tag (absence of…)
x x 100 %
Picking control x
up to 100%
Stock Take, Cycle Count x x 80-95%
In-store Replenishment x 50%
Cutting out-of-stocks (OOS)
x x 50%
Product Location x x 20%
Check-Out process x 60%
Source : University of Arkansas - An Empirical Study of Potential Uses of RFID in the Apparel Retail Supply Chain
© GS1 Hong Kong 2015
RFID Enables Consumer Behaviors Analytics
45
Jewels items with RFID tag
RFID installed Smart Tray (reader)
Original Challenges
• Tedious and time consuming stock taking
routine distracts
•sales staff
•Substantial products are in transit
•Frequently, difficult to track
• difficult to capture data on customers’
preference and shopping behavior during the
sales process.
Benefits
•Reducing stock taking time by 50%
• Improving sales conversion rates
• Enhancing corporate image as a forerunner
and industry leader innovative technology
• Segment analysis • Consumer selection patterns
• Cross sell opportunities
© GS1 Hong Kong 2015
Agenda
• Introduction to GS1 Hong Kong
• Omini-channel challenges
• How GS1 Can help?
Enhancing your product web visibility –
SmartSearch
Enhancing your China Cross Border
eCommerce
Enhancing your consumer analytics
Enhancing your consumer trust
46
© GS1 Hong Kong 2015
“Hong Kong Trusted Product” Zone HK Post & GS1 Hong Kong
47
Authentic brand / distributor
D20150601001 D20150510029
…
售后防伪物流信息: 售后防伪码
认证编号 认证编号
1
2
Consumer visit “ShopThruPost” website
Before consumer confirm to purchase
3 Click on “HK Trusted Product” Button
Link directly to GS1 HK web to validate
the brand registration authenticity
© GS1 Hong Kong 2015
GS1 “Consumer Connect”
• Secure Code Validation and Traceability e-Pedigree using
ezTRACK (EPCIS)
2
Secure Code
1
Secure Code Validation: Not ready
to Sell Need to Recall
Successful Validate
Already Registered
Label Serial
GLN lookup for
urn:epc:id:sgln:4891668.32668.0
© GS1 Hong Kong 2015
“Anti-Counterfeit Barcode” Solution - Encrypted Barcode Printing
49
Genuine product
Counterfeit product
Encrypted barcode printing file provided by GS1 partner
Special encryption pattern hidden in the barcode
GS1 Hong Kong trusted mobile apps
Barcode copied from the genuine product packaging
Special encryption pattern CANNOT be copied
GS1 Hong Kong trusted mobile apps
© GS1 Hong Kong 2015 50
GS1 HK
Validate authentic barcode with GS1HK accredited Mobileapp
GS1HK issue encrypted barcode digital printing file.
The authentic brand owner prints the packaging
Hidden digital pattern in the barcode ONLY can be authenticated by the GS1HK trusted mobileapp, without affecting normal retail POS checkout
Brand Protection GS1 HK “Anti-Counterfeit Barcode”
© GS1 Hong Kong 2015
To conclude
• Introduction to GS1 Hong Kong
• Marketing with QR Code
• Omini-channel challenges
• How GS1 Can help?
Enhancing your product web visibility –
SmartSearch
Enhancing your China Cross Border
eCommerce
Enhancing your consumer analytics
Enhancing your consumer trust
51