Omni-channel:
Towards a Seamless
Customer Experience Across
Physical & New Digital Channels
Steve Bratt
CTO and President
Standards Development and EPCglobal
GS1
Outline
•
GS1: The Global Language of Business
•
The business world is changing
•
Growth of web-based commerce
•
What is Omni-channel?
•
Extending the “Global Language of
Business” to enable omni-channel
Outline
•
GS1: The Global Language of Business
•
The business world is changing
•
Growth of Web commerce
•
What is Omni-channel?
•
Extending the “Global Language of
Business” to enable omni-channel
•
What’s next?
GS1 Standards make it possible
to
identify
,
capture
, and share
information
automatically and accurately about products,
business locations, and more.
GS1 is a Global, Not-for-Profit, Neutral
Standards Organization
GS1 standards drive efficiency and safety
Source: IBM/Consumer Goods Forum Global Scorecard
Healthcare
•
Implementing global
standards across the
healthcare supply chain
could save 22,000 - 43,000
lives and avert 0.7 million
to 1.4 million patient
disabilities.
•
Healthcare cost could be
reduced by $40 billion
-$100 billion globally.
Source: McKinsey
Supply Chain
111 Member Organisations…
1.5 million companies ….
Outline
•
GS1: The Global Language of Business
•
The business world is changing
•
Growth of Web commerce
•
What is Omni-channel?
•
Extending the “Global Language of
Business” to enable omni-channel
•
What’s next?
Outline
•
GS1: The Global Language of Business
•
The business world is changing
•
Growth of Web commerce
•
What is Omni-channel?
•
Extending the “Global Language of
Business” to enable omni-channel
~3 billion web users (2014)
Largest future growth will be mobile and emerging economies
Source: Mary Meeker, Morgan Stanley, April 2010
2.0
1.8
1.6
1.4
1.2
1.0
0.8
0.6
0.4
0.2
0
2007 2008 2009 2010 2011 2012 2013 2014 2015
B
illions
of
U
s
e
rs
9
Diverse patterns of growth
in web sales around the world
Consumer-to-consumer
sales = 70% of on-line
total in China
Web sales = ~10% of all
retail sale in US
Online commerce only
represents 10% of all
commerce…
UPC: 052000241204
A
Google Retail Advertising Blog: October 2012
Shopping more intelligently and across channels
Paradigm Shift:
Om
●
ni
–
chan
●
nel
… is rethinking all aspects of a
company’s
business processes
with a
constant focus on providing a
seamless consumer experience
Outline
•
GS1: The Global Language of Business
•
The business world is changing
•
Growth of Web commerce
•
What is Omni-channel?
•
Extending the “Global Language of
Business” to enable omni-channel
•
What’s next?
GS1’s traditional focus
Physical world
What do business leaders think?
Terry Lundgren, Chairman, President and CEO of Macy’s
“We should engage the customer in however he or she chooses to shop
with us. I want to break those silos down internally in my own
organization and make sure that we are doing one thing and that is
putting the customer at the center of all of our decisions.”
(Dec 2013)
3PL’s
The omni-channel ecosystem
Brick/Mortar
Webpages
Online
Pureplays
Non-linear
Market
places
GS1 System - Extended to Digital
R E T U R N S
U S E
Extending GS1
identification &
description
standards to
reduce friction
in
information flow
between…
•
physical
&
digital
•
business
&
consumers
•
former silos
This will
empower
A
product
is
not
just the
physical or digital
object
for sale
A
product
is that object
linked
to a
wealth of
accurate digital data
about that object
Paradigm shift:
All parties in the supply- and demand-chain benefit from
accurate
,
standardized data
linked by
unique identification
to objects sold
Brand
Base Unit of MeasureMaterial #
Material Group Prod Hierarchy
Gross Weight
Gross Weight UOM
Net Weight Net Weight UOM
Volume
Volume UOMHeight
Width
Width UOMDepth
Depth UOMGTIN
SAP Description Primary UPC Container Type Container ContentProduct Percent Juice
Business Unit
MFG Code Item Identifier
Pallet Stack Height
Trademark Family
Health Category Product Sub-Group
Product Category
Graphics Specialty Base Cluster
Cluster Material
Cluster Marketing Wrap
Container Specialty Graphics Specialty
National Account Package Code Nationally Priced Vending Deposit UPC Spec Height Spec Weight Spec Width Spec Length Spec Unit Merchandise Height Merchandise Width Merchandise Length Merchandise Weight Merchandise Unit Weight Unit Target Market
Pack Value
Language Code Virtual UPC CodeTi Hi
Product Classification GPC
UDEX
Primary Delivery Method
Coupon Family Code Registration Status Valid From
Information Provider Secondary Information Provider
Third Information Provider
Fourth Information Provider Brand Owner MFG GLN 1 Tare Weight MFG GLN 2 MFG GLN 3 MFG GLN 4 MFG GLN 5 Production Start Date
Shipping Start Date Discontinue Date
Cancel Date
Net Content
Net Content 1 UOM
Net Content 2 Net Content 2 UOM
Net Content 3 UOM
Net Content 3
Net Content 4 UOM
Net Content 4
Net Content 5 UOM
Net Content 5 CAW Brand Group Sub-Brand Flavor Nutritional Style Package Name 1 Package Name 2
Package Name 3 Package Name 4 Short Product Description
Large Product Description Product Size
Package Type Platform
Package Marked Returnable
Recyclable Package Barcode Derivable Lowest Level Base Unit Consumer Unit Invoice Item Ordering Unit Shipping Unit Variable Weight RFID Tagged Information Private
Register with DataPool Register with GS1 Audit Date Deposit Code Deposit Currency Deposit State Deposit Amount Deposit Text
Alternate Item Agency Alternate Item Identifier
Min Handling Storage Temp
Handling Storage Temp UOM Diet Type Code
Diet Certification Number
Indiv Unit Min Indiv Unit UOM
Food Service Pack Size
UPC Description Item Description 1 Unit Size Unit UOM Sub-Department Item Type Fineline Sub-Type Multi-Pack Indicator Item Scannable Supplier Number
Base Unit Retail Base Unit UOM
Supplier Pack Cost
Segregation Code
Aerosol Indicator
Chemical Indicator
Composite Wood Level Code
Private Label Indicator RPPC Indicator Conveyable Pesticide Indicator CPSC Regulated Indicator Packaging Type Country of Origin BarCode Type
Packaging Material Code
Material Code Agency Ordering UOM
Selling UOM Model Number
Trade Item Recall Ind Return Goods Policy
Hazmat Classification
Environmental Identifier
Subject to US Patent
Item Contains Wood Direct Consumer Delivery
Special Order Available Is Security Tag Present
Order Qty Multiple
Min Order Qty Max Order Qty
Lead Time Is the Item marked with a Batch/Lot Number
Manufacturer Expanded Product Description (Spanish) Product Name (Spanish)
Benefits (Spanish)
Benefits (English) Does Trade Item Carry USDA Child Nutrition Label?
Storage & Usage (English) Storage & Usage (Spanish)
Website URL
Product Image
Product Image URL
Product Link Is Organic
Ingredient Name (Spanish)
Kosher Certification Agency Kosher Certification Number Is Organic
Is Halal
Is Kosher Ingredient Statement (English)
Ingredient Statement (Spanish)
Ingredients Sequence # Ingredient Name (English)
Kosher Type
Fish Catch Zone 1 Fish Catch Zone 2
Fish Catch Zone 3
Ingredient Country of Origin 1
Ingredient Country of Origin 2
Ingredient Country of Origin 3
Milk – Allergen Specification Name Peanut – Level of Containment
Peanut – Allergen Specification Agency
Peanut – Allergen Specification Name
Sesame – Level of Containment Sesame – Allergen Specification Name
Sesame – Allergen Specification Agency Soybean – Level of Containment
Soybean – Allergen Specification Name
Tree Nuts – Level of Containment Tree Nut – Allergen Specification Name
Tree Nut – Allergen Specification Agency
Wheat – Level of Containment
Wheat – Allergen Specification Name
Fish – Allergen Specification Agency
Crustacean – Allergen Specification Name Crustacean – Allergen Specification Agency
Crustacean – Level of Containment
Eggs – Level of Containment Eggs – Allergen Specification Name
Eggs – Allergen Specification Agency
Fish – Level of Containment Soybean – Level of Containment Fish – Allergen Specification Name
Serving Suggestion (English)
Serving Suggestion (Spanish)
Preparation Type
Preparation Instructions (English)
Preparation Instructions (Spanish)
Servings of the Trade Item Unit Preparation State
Serving Size
Serving Size UOM Household Serving Size (English)
Household Serving Size (Spanish)
Calorie Measurement Precision Calorie Qty Contained
Calorie Qty Contained UOM
Calorie From Fat Measurement Precision Calorie From Fat Qty Contained
Calorie From Fat Qty Contained UOM Total Fat Measurement Precision
Total Fat Qty Contained
Total Fat Qty Contained UOM Total Fat % RDI
Saturated Fat Measurement Precision
Saturated Fat Qty Contained Saturated Fat Qty Contained UOM
Transfatty Acids Measurement Precisions Transfatty Acids Qty Contained
Transfatty Acids Qty Contained UOM
Transfatty Acids % RDI
Polyunsaturated Fat Measurement Precision
Polyunsaturated Fat Qty Contained
Polyunsaturated Fat Qty Contained UOM
Polyunsaturated % RDI Monounsaturated Fat Measurement Precision
Monounsaturated Fat QTY Contained
Monounsaturated Fat QTY Contained UOM Monounsaturated Fat % RDI
Cholesterol Measurement Precision Cholesterol Qty Contained Cholesterol Qty Contained UOM
Cholesterol % RDI
Sodium Measurement Precision
Sodium Qty Contained
Sodium Qty Contained UOM
Sodium % RDI Potassium Measurement Precision
Potassium Qty Contained
Potassium Qty Contained UOM Potassium % RDI
Potassium Qty Contained Cholesterol Qty Contained
Cholesterol Qty Contained UOM
Cholesterol % RDI
Dietary Fiber Qty Contained Dietary Fiber Qty Contained UOM
Dietary Fiber % RDI
Soluble Fiber Containment
Soluble Fiber Containment UOM Soluble Fiber % RDI
Sugar Qty Containment Sugar Qty Containment UOM
Sugar % RDI
Protein Qty Contained Soybean – Level of Containment
Protein UOM
Protein % RDI Vitamin A Qty Contained Vitamin A % RDI Vitamin C % RDI
Vitamin C Qty Contained
Calcium Iron Iron % RDI Vitamin D Vitamin D % RDI Vitamin E Vitamin E % RDI Vitamin K % RDI Vitamin K Thiamin Thiamin % RDI Riboflavin % RDI Riboflavin
Max Handling Storage Temp
Supplier Stock Number Credit: PepsiCo
gtin: 0520000241208
grossWeight: 234 GM
cataloguePrice: 10.25 USD
uniformResourceIdentifier: http://data.gs1.org/images/03453120236458.jpg
typeOfInformation: PRODUCT_IMAGE
21
GS1 Identification and Data for the Web
Embedding the GS1 standards into web pages
Benefits for business
• Increase
search visibility (SEO)
•
Connect
data across silos, connect to consumers
•
Sell
more stuff
Benefits for consumers
Outline
•
GS1: The Global Language of Business
•
The business world is changing
•
Growth of Web commerce
•
What is Omni-channel?
•
Extending the “Global Language of
Business” to enable omni-channel
•
What’s next?
Resources on omni-channel retail
•
Tough Choices for Consumer Goods Companies
•
McKinsey, December 2013
• http://www.mckinsey.com/insights/consumer_and_retail/tough_choices_for_consumer_goods_companies
•
Omnichannel Alchemy
•
Boston Consulting Group, October 2013
• https://www.bcgperspectives.com/content/articles/retail_digital_economy_omnichannel_alchemy_turning_online_grocery_sales_gold/
•
Integrated MultiChannel Retail
•
CapGemini, 2008
• http://www.capgemini-consulting.com/resource-file-access/resource/pdf/Integrated_Multi-Channel_Retailing.pdf
•
Digital Disruption and retailer opportunities
•
Bain and Company, Nov 2012
•
http://www.bain.com/Images/BAIN_BRIEF_Retail_holiday_newsletter_%232_2012-2013NEW.pdf
•
Digital Shopper Relevancy Report
•
CapGemini, July 2012
• http://www.capgemini.com/thought-leadership/digital-shopper-relevancy
•
E-Commerce nad Consumer Goods
•
Booz and Company, November 2012
• http://www.booz.com/media/file/BoozCo_E-Commerce-and-Consumer-Goods.pdf
•
The Reciprocity Principle
•
Boston Consulting Group, 2014
• https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/
•
The New Omni-Channel Approach to Serving Customers
•
Accenture, 2013
• http://www.accenture.com/SiteCollectionDocuments/communications/accenture-new-omni-channel-approach-serving-customers.pdf
•
Digital’s Disruption of Consumer Goods and Retail
•
Boston Consulting Group, November 2012
• http://www.bcg.com/expertise_impact/industries/retail/publicationdetails.aspx?id=tcm:12-121740&mid=tcm:12-121734
•
Omni-channel Customer Experience
•
Webcredible, Nov 2012
• http://www.webcredible.co.uk/user-friendly-resources/white-papers/omni-channel-report-2012.pdf
