Omni channel strategy and gs1 smart search

Omni-channel Strategy
and GS1 SmartSearch
Ken Lam (kenlam@gs1hk.org)
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 3
Global Reach, Local Presence
7,000+

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

Membership Profile by Industry Sector
• Apparel 590+
• FMCG 1,300+
• F&B 2100+
• Healthcare 550+
Total
7,000+

GS1 Hong Kong Services Portfolio
B2BB2B
• Order to cash
(ezTrade)
• Track & Trace
(ezTrack)
• Order to cash
(ezTrade)
• Track & Trace
(ezTrack)
B2B
• Order to cash
(ezTrade)
• Track & Trace
(ezTrack)
B2CB2C
• 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
• RFID/EPC
Implementation &
Training
Professional
Services
• Supply Chain
• RFID/EPC
Implementation &
Training
Technology
Advocates
Technology
Advocates
• Internet of Things
Showcase Center
• Partner outreach
Showcase Center
Technology
Advocates
Showcase Center

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.

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

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

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

Agenda
SmartSearch
eCommerce
11

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

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

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

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

Barcode Differences
16

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

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

Agenda
SmartSearch
eCommerce
19

Retail from a consumer perspective:
standards make it possible
20
Providing a seamless consumer experience across physical and digital channels

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

Agenda
SmartSearch
eCommerce
22

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

Search Engine Optimization

Where’s The Best Place To Hide A
Dead Body?

Search Today:
Too Much Data, Not Enough Rich & Relevant Content
26
Search: Swiffer

Organic
Paid
Organic vs. Paid Search

90% of Clicks
10% of Clicks
Organic vs. Paid Search

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

Without links,
the engines
might never find
this page
How Search Engines Work, Crawling &
Indexing

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 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

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

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

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

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 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

How can you product be benefited?
GS1 SmartSearch is currently being piloted
in Hong Kong.
38
Better
Search

Agenda
SmartSearch
eCommerce
39

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

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

Agenda
SmartSearch
eCommerce
42

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

A Local Case
44
Big Data
Making Big
Business

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

Agenda
SmartSearch
eCommerce
46

“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 “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

“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”

To conclude
SmartSearch
eCommerce
51

kenlam@gs1hk.org
Thank You

Omni channel strategy and gs1 smart search

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