GS1 Bar Codes in Retail Deployment Kit The Fundamentals of an Efficient Supply Chain and Faster Check-out

Transcription

1 GS1 Bar Codes in Retail Deployment Kit The Fundamentals of an Efficient Supply Chain and Faster Check-out

2 GS1 Bar Codes in Retail Deployment Kit The Fundamentals of an Efficient Supply Chain and Faster Check-out

3 Fast and accurate data capture at every point in the supply chain DID YOU KNOW that more than 5 billion transactions are realised everyday using GS1 Bar Codes? Deploying GS1 Bar Codes will provide plenty of benefits to your users: Accuracy of data capture Speed of processes Better stock management Improved trading relationships This Kit provides you and your MO with the implementation, marketing, technical and training tools you need to assist your users in the adoption of GS1 Bar Codes and partner for a successful implementation. You will find in this Kit everything you need to know about GS1 Bar Code implementation to drive adoption in your country: You are a Member Organisation in a country where GS1 Bar Codes are not yet widely implemented within the retail industry. You want a clear methodology for your roll-out, based on proven examples and best practices from experienced and successful MOs. You are looking for tools to help drive adoption, such as case studies, market analysis, communication plans, training material, etc. Some figures: Good GS1 Bar Codes Symbols improve efficiency: over 107 Million Euros in savings for the Spanish industry since 2010 (GS1 Spain) Annual savings of 5.69% of annual retail revenue through the use of GS1 Bar Codes. GS1 Bar Codes lead to 11 billion euros in annual savings in France (12 billion reasons to say Thank you to Bar Codes, GS1 France, 2011) In New Zealand, the GS1 UPC has generated total cost savings of over a $1 billion annually. The savings of each New Zealander are around $280 per year or over $20 a week for a family of four (Products talking to each other, Brian Easton, 2009) The world top 10 retailers all use GS1 Bar Codes

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5 What's inside Overview Training Tools Executive Summary Acknowledgments Steps for Deployment Summary Before You Get Started - Bar Codes Portfolio Before You Get Started - Mentoring Programme > Step 1: Analyse your market and identify opportunities > Step 2: Prepare your organisation for implementation > Step 3: Support implementation and offer services > Step 4: Analyse implementation level and quality The Shoprite Approach to Bar Code Scanning Hurdles at Point of Sale > Step 5: Develop an expansion strategy Marketing Tools Summary Value Proposition Value Proposition - What is it and How to use it? Case study GS1 UK TESCO plc/axicon Case study GS1 UK Barrie Meats Ltd implements GS1 Bar Codes Case study GS1 Spain - Bar Code Quality 12 Billion Reasons to say Thank you to Bar Codes (see inside cover) Brochure - Bar Code Quality Impact of Quality at the Point of Sale Summary Bar Codes and ID Keys Workshop GS1 Bar Codes Bar Code Quality Bar Code Applications Logistic Units Bar Code Applications Trade Items Bar Code Certificate Online Tutorial - How to get started GS1 Verification Video Frequently Asked Questions (FAQs) Glossary Implementation Tools Summary Ten Steps for Bar Codes Implementation Starter Kit - Bar Code Colour Guide Starter Kit - Common Mistakes GS1 UK Scanner Guideline GS1 India Bar Code Quality Survey GS1 UK Validation Service GS1 Bar Code Verification Report GS1 New Zealand Bar Code Verification Report Guidelines GS1 New Zealand and GS1 UK checklist GEPIR Technical Tools Reference Documents Summary General Specifications Global user manual GTIN and GLN Allocation rules Operational Guidance Bar Code verification GS1 Bar Code Verification for Linear Symbol Findings of the 2011 Consumer Goods Forum Compliance Survey All content is posted on GS1 online Copyright 2012 GS1 AISBL GS1 is a registered trademark of GS1 AISBL

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8 1 Overview Executive Summary Why adopt GS1 Bar Code standards in Retail? The GS1 Identification and Bar Code Systems have provided benefits to consumers around the world for over thirty years. GS1 manages a global system that allows companies all around the world to globally and uniquely identify: trade items (products & services); assets; logistic units; shipments; physical locations and virtual locations (electronic mailboxes or a company); and a service relationship between a provider and a recipient. How to position Bar Codes in the GS1 System? The GS1 System is divided into three blocks: Identify, Capture, Share. GS1 Bar Codes are an integral part of this system as they fulfill the needs to capture information on the product or asset. Objective of this Deployment Kit The objective of the Bar Codes in Retail Deployment Kit is to provide MOs with the implementation, marketing and training tools they need to assist their users in the adoption of GS1 Bar Codes and partner for a successful implementation. Scope of the Kit: it covers the full retail value chain, from the manufacturer to the retailer. The toolkit provides an overview of the GS1 ID Keys used to identify these three levels. The main focus of the Toolkit is however on capturing the identified information using Bar Codes. In this Kit, you will find: A step by step approach for a successful implementation Success stories from MOs The value proposition to share with your members Training tools for you, your staff and your members Case studies to show real life value of implementation Examples of services and support to provide to your members Technical information on GS1 Bar Codes and ID Keys And much more! Retail & Consumer Goods, Healthcare, Transport & Logistics Efficiency Safety Collaboration Sustainability and save time and product security communication information available Solutions Collaborating to solve business issues with global standards For example, Order-to-Cash, B2C, Product Authentification and Traceability, Master Data Management Services Supporting the implementation and development of standards For example, standards development, training, education, data pools, consulting Identify GS1 System of Standards Enabling visibility in the value chain Capture > > Share

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10 1 Overview Acknowledgments We would like to thank our colleagues listed on the project team, our GS1 Member Organisations, CEOs, Bar Codes experts and Marketing experts as well as user companies who responded positively to this project and provided their help, guidance & good spirit. GS1 Member Organisations Contributors GS1 France Caroline Raymond, Cassi Belazouz and Lidia Martinage GS1 UK Neil Piper GS1 New Zealand Owen Dance GS1 Nigeria 'Kunle Oye-Igbemo GS1 India Atul Mahajan GS1 Colombia Sandra Milena Moreno Diaz GS1 Slovenia Matjaz Martini GS1 Malaysia Soo Keun Au GS1 US Harsha Gohil GS1 Mexico Daniel Eumaña GS1 Russia Olga Soboleva and Sergey Fedoseev GS1 Saudi Arabia - Naeem Ahmed GS1 Canada - Daniel Clarke GS1 Global Office contributors Project Manager Emilie Danel Project Sponsor Philippe Wery Bar code Experts Andrew Hearn, David Buckley, Ilteris Oney, Monica Walsh and Francesca di Costanzo Marketing experts Christine Cecil and Nora Kaci Training & Education Experts Jean-Marc D Hooghe, Claudia Riemer and Glenda Connoll Special Thanks to: Shoprite, South Africa, Glyn Fogell GS1 Spain - Pere Rossel and Rocío Varela GS1 Senegal - Saliou Gaye Ndoye

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12 2 Steps for Deployment 2 Steps for Deployment

13 Steps for MO Deployment 2 Steps for Deployment Summary This section provides key components on how to implement GS1 Bar Codes in Retail. This step by step approach will help you target the right users and provide them with solutions and services to create a profitable retail environment with GS1 Bar Codes. What you will find in this section: Before you get started This section defines what GS1 Bar Codes are, as well as the different types and applications, for you need to know your product before even starting your deploy ment. In addition, in order to help you throughout your deployment, you will find a presentation of the mentoring programme in place within the global GS1 community. > Step 1 Analyse your market In this first step, you need to understand your market and the different market drivers that will support take off of your strategy, and build a strong business case to support your arguments. > Step 2 Prepare your organisation The second step is dedicated to the preparation of the organisation for success. This implies training your staff, build a good communication plan and strong partnerships. > Step 3 Support implementation The fourth step is crucial as it is the step of the concrete implementation. We explain how to implement and support users with specific services, from basic services to more complex ones that can generate additional revenues. > Step 4 Measure Bar Code quality and market penetration Once implementation is on track, you need to monitor it by checking that it is done right. Measuring Bar Code quality is a good indicator of the success of the implementation, and the opportunity to stress the importance of the services you offer, such as training or Bar Code verification. In order to define further strategies and decide whether to move to another sector, you will need to measure Bar Code penetration as well. The Shoprite Approach to Bar Code scanning hurdles at Point of Sale This striking experience from the South-African based retailer highlights how important it is to support implementation and monitor Bar Code quality very closely. > Step 5 Expand your market Once you have fully exploited a sector or an application, choose how to expand your market, with new applications or by investigating new sectors.

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15 Before you get started Bar Codes Portfolio 2 Steps for Deployment Before starting your market research and throughout your implementation process, you need to be aware of which solutions and products are at your disposal to build your offer. GS1 has developed several types of GS1 Bar Codes standards for several applications. In addition, you need to know which ID key should be applied in which situation. As a GS1 Member Organisation, you are expected to have a deep technical knowledge of GS1 Bar Codes, have the ability to show that the GS1 Bar Codes are technically sound and work well in practice. You are also expected to share this knowledge with your targeted and existing subscribers as to help them implement GS1 Bar Codes. This knowledge will help you conduct relevant market research, build a business case as well as your communication plan, identify the services you can provide, and approach your potential customers. This is the foundation of your knowledge. The training tools and the technical tools of this kit will help you get more knowledgeable on the diversity and complexity of GS1 Bar Codes standards. Identification Keys (ID Keys) There are nine GS1 Identification Keys that support the identification of items, services, locations, logistic units, returnable containers, etc. The GS1 Company Prefix assigned to a user company allows that user company to create any of the GS1 identification keys. Application Identifiers (AIs) GS1 Application Identifiers are a finite set of defined identifiers used to connect physical and logical things to information or business messages related to them. The definitions for the Application Identifiers reside in a standard called the GS1 General Specifications. There are approximately 100 Application Identifiers (AI) GS1 Bar Codes Several GS1 Bar Codes types are available for different usage and products. ID Keys GTIN - Global Trade Item Number GLN - Global Location Number SSCC Serial Shipping Container Code GRAI Global Returnable Asset Identifier GIAI Global Individual Asset Identifier GSRN Global Service Relation Number GDTI Global Document Type Identifier GSIN Global Shipment Identification Number GINC Global Identification Number for Consignment EAN/UPC EAN/UPC are specified for retail Point-of-Sale (POS) because they are designed for the high volume scanning environment They are used at POS and in logistics They are limited to carrying GS1 Keys and special identifiers for restricted applications like variable measure trade items and internal numbering Example:

16 2 Steps for Deployment GS1 DataBar Family of symbols that can be scanned at retail pointof-sale (POS), are smaller than EAN/UPC and can carry additional information such as serial numbers, lot numbers or expiry dates. A subset of GS1 DataBar Bar Codes designed for use at POS are being considered by a GS1 Board Task Force for future adoption because GS1 DataBar can carry all GS1 Keys and attributes and do so in a smaller space than EAN/UPC GS1 DataBar symbols are already approved for global use on healthcare items that do not cross POS GS1 DataMatrix Data Matrix: GS1 DataMatrix is becoming increasingly the symbol of choice for many in healthcare Because GS1 DataMatrix requires camera based scanners, it is currently specified for healthcare items not crossing POS and for direct part marking Example: Example: GS1-128 (previously referred to as UCC/EAN-128 or EAN-128) GS1-128: GS1-128 (UCC/EAN-128) Bar Codes can carry all GS1 Keys and attributes but cannot be used to identify items crossing POS GS1 QR Code GS1 QR Code standard makes it possible to hard code a link to a website within a 2D Bar Code Contains a GTIN to ensure backward and forward compatibility with other Bar Code applications and with the GS1 B2C Trusted Source of Data (TSD) framework Example: Example: ITF-14 ITF-14: ITF-14 Bar Codes can only carry GTINs, can be printed directly on corrugated cartons, but cannot be used to identify items crossing POS Composite Component Composite Component is the only 2D linear symbol specified by GS1 It is called a component because it is only used with a linear Bar Code like GS1-128 or Databar Example:

17 Technical documents You need to identify technical staff in your MO who will become experts in the technical (and if possible also implementation) aspects of GS1 Bar Codes. They will require a full understanding of the available technical resources The better you get acquainted with these documents, the more efficiently you will support your companies. See the technical tools of this Kit for an overview of the technical documents that will be useful to send to your users to guide their implementation. 2 Steps for Deployment General Specifications Global User Manual GTIN Allocation Rules GLN Allocation Rules Operational Guidance for Bar Code verification

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19 Before you get started - Mentoring programme between MOs to support a successful implementation 2 Steps for Deployment In 2002, GS1 launched a mentoring programme to support new or developing Member Organisations and encourage the sharing of knowledge between MOs. So far, 45 MOs have been mentored, and the collaborations have been established all over the world. This mentoring programme is a great opportunity for new or less experienced MOs to benefit from processes and knowledge transfer from well-established MOs. The purpose of the mentoring is: To leverage knowledge and experiences among the GS1 MO community To create a framework where MOs can ask for and receive support and advice To bridge the gap between mature and developing MOs To prevent MOs from having to re-invent the wheel To foster a spirit of cooperation and sharing among the MO community To promote consistency and quality in the services offered by MOs MO Example - GS1 France mentors GS1 Senegal Since 2011, GS1 France has been supporting GS1 Senegal in developing and administering its organisation. Their common language, which is French, is a major factor in the success of the collaboration. Process Following the creation of GS1 Senegal, GS1 France hosted GS1 Senegal staff for two weeks in their premises. The two MOs are now in regular contacts via . Input GS1 France shared its experience on the following topics: Overall administration and management of a GS1 organisation How to ensure good corporate governance Marketing and implementation support tools Relevant services to offer to users, such as technical support/ helpdesk, accreditation of solution providers (presentation of GS1 partenaires, GS1 France s programme for Solution providers accreditation, see Step 3 for more de tails) In addition, GS1 France provided the following support: Presentation of the GS1 community including mapping of important contacts within the GS1 community. Strategic advice on how to approach local distributors and understand the dynamic between international retailers and local manufacturers. Strategic advice on collaboration with Solution Providers and liaison with Solution Providers to ensure their products and services support GS1 standards. 2 weeks of Training sessions for GS1 Senegal membership manager covering Bar Codes printing, Bar Codes verification, helpdesk, and Transport and Logistics standards. For more information on the GS1 mentoring programme, contact Francesca Di Costanzo, Global Office Corporate Services Executive at francesca.dicostanzo@gs1.org Read about another successful Monitoring example between GS1 Korea and GS1 Mongolia in this article from GS1 InTouch. Mongolia_and_GS1_Korea_A_Mentoring_Success_Story

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21 Step 1 Analyse your market and identify opportunities 2 Steps for Deployment This step explains how to understand the market and the market drivers in your country and identify the key players you will need to approach to develop your customer base. Markets can be very different from one country to another; you need to know on what your country s economy is based upon (retailers, manufacturers, what kind of industry, etc.). Once this analysis is done, you can start with your marketing plan, build a strong business case and develop arguments to approach your potential users. 1. Analyse your market The first thing to do before taking action to implement a solution is to analyse your market. You need to know your playing field. Get to know the actors of the retail sector in detail and investigate whether there is a need for your solution, in which retail sector, and for which kind of stakeholders. During this phase, you should also discover who the big players in the different sectors are. This will help you identify who to contact at a later stage. The big players will always pull smaller players with them, so it will be important to get them on board first. Why analyse your market? To decide which sector you are going to target first and the level of resources to allocate. Take into consideration the importance of the actors in the different sectors and their accessibility. Grocery is often an obvious sector to start with, but other sectors can be preferred. To determine the proper skill set of the resources assigned. New sectors may require more of a sales focus while an existing sector may understand the big picture, but needs more support on the solutions themselves. To identify opportunities in adjacent sectors or within the existing customer base that can be easily developed. To better understand your customers problems, needs and the solutions they are currently using. How to do it? 1. Find relevant information from reliable sources There are plenty of organisations you can contact to find relevant information and readymade market analysis that will help you build your understanding of the market: The Chamber of Commerce is a good place to start. They regularly publish studies and reports on the economy and different sectors of your country. Ministries and Embassies also have a lot of information on Market research Industry associations that do market analysis professionally, such as The Consumer Goods Forum (TCGF). theconsumergoodsforum.com/, but other more local associations or agencies will be very relevant too and can tell you how the retail landscape looks in your country. Professional Organisations such as retailers organisations. Institutes for statistics, such as INSEE (French National Institute for statistics) or the ONS (Office for National Statistics in the UK) You can hire specialised consultants to help you build a market research targeted to your needs. Have a look at The Consumer Goods Forum questions to learn what kind of information they collect to analyse the market. net/live/view_kpi.asp. The Key Performance Indicators (KPIs) and implementation measures used by TCGF for the Global scorecard should be considered as input material for your market analysis survey.

22 2 Steps for Deployment 2. Conduct surveys Another way to gather relevant information about your (potential) customers is simply by asking them. Set up a survey template and call (some of ) your main/most representative or potential customers. You will get a direct approach and collect valuable information to build your strategy. Examples of market drivers relevant for GS1 Bar Codes implementation: Retailer requirements Retailers requirements are one of the key market drivers for the GS1 Bar Codes implementation on the Retail Value Chain. Here is some important information you need to gather: Type of activity of the company Number of employees Type of infrastructures Turnover Type of products they sell and in which quantities Current business processes Expectations towards an organisation such as GS1 This information will help you understand who you are dealing with and whether they can be interested in your offer. Make sure you only ask for data that is relevant to your MO and is actionable i.e. data that allows you to make decisions or take actions. 3. Build a strong database of your customers If you already have a good base of GS1 users, it is important you know them well; it is a good indicator of what kind of stakeholders you are attracting. You should have a customer database gathering the most important information about each of your users (see list above) 2. Understand the market drivers Market drivers are market fundamentals helping you meeting your customers criteria, need, or desire to have a GS1 product or service. They also generally constitute the factor that will move a potential GS1 customer into becoming an actual customer. Why should you understand your market drivers? Understanding your market drivers is fundamental for you to develop winning business case. You need to understand why your customers join GS1 and use your services. Retailers can also require for their organisation and for their suppliers additional GS1 services such as Bar Code verification, which will increase your opportunities of implementing the GS1 solutions. In India back in 2004, retail majors Foodworld Supermarkets, Giant Wholesale Club, Trinethra Super Retail, and Nilgiris Franchise Division mandated that all suppliers use the GS1 Bar Codes (at the time still EAN Bar Code) on all products. Government Regulations For example, there is growing regulation requiring Traceability for products which results in the need for more information to be available about a product. The amount of data needed and the type of technology needed to ensure compliance with these regulations can be met by existing GS1 Standards. In Europe, the European Commission Regulation (EC) No 178/2002 of 28 January 2002 laying down the general principles and requirements of food law, establishing the European Food Safety Authority and laying down procedures in matters of food safety, is still the main legislative text to encourage retailers to adopt traceability standards in relation to Food products. SLEG:2002R0178: :En:PDF This regulation impacts also the exporters of products from other regions into the European Union. Consumer preference This relates to traceability and safety in the supply chain when implementing GS1 Bar Codes. Sometimes, the end consumers will feel safer when they see that a product benefits from the traceability or recall options that a Bar Code can offer.

23 Snowball effect If one actor of the supply chain is implementing, the others will be pushed to implement as well to reduce the overall costs and improve collaboration between trading partners. This will have even more impact if the big players of your market are on board from the beginning. Adapting to market changes to remain competitive Changes in the market require adapting quickly and therefore implementing innovative solutions. A growing business will have a motivation to use GS1 Bar Codes to facilitate the handling of an increasing number of products in a quick and efficient way, with bigger retailers such as supermarkets. Why developing a business case? You need to understand what the problem of not having GS1 Bar Codes is. This understanding can be based on the market drivers listed above (e.g. small manufacturers will need Bar Codes to access supermarkets), or the sector you are targeting and its needs (fresh foods for instance). Having a deep understanding of the problems companies are facing in the targeted retail sector will help you further engage this sector and be recognised as a credible partner. If you do not understand the problem to be solved, you will not be able to provide the correct solution to meet their needs and you will be unable to relate the complex world of GS1 Standards to those who are focused on solving their real world problems today. 2 Steps for Deployment Industrialisation level of your country The part of industry in your country s economy is a big factor of success for your business. The more Industry grows, the more potential users you will have. See examples of these market drivers in case studies presented in the marketing tools 3. Develop the business case Once you have built a clear understanding of your market, you have to prepare strong arguments, based on the products and services you have at your disposal, on the value of the GS1 Bar Codes as a solution to business problems of your potential customers. As a convincing tool, we recommend you building a business case that captures the reasoning for this industry sector to adopt GS1 Bar Codes in retail. Methodologies for building business cases are widely available in the literature. The main focus here is on the customer, their needs and how a GS1 solution can meet those needs. Understanding the business problem to be solved and speaking in their language back to them is critical. This stage is too early to discuss the technical aspects of the GS1 System. This is the time to focus on the benefits that the GS1 System can provide to meet their specific issues not on the details of how a GTIN is constructed. Showing the benefits of Bar Codes Once you have identified the problems linked to a sector, it is time to bring forward the benefits of your GS1 solution. There are plenty of benefits that can be highlighted when it comes to promoting GS1 Bar Codes in the retail value chain, such as Fast and accurate data capture at every point in the supply chain, including goods receiving, warehousing, item picking, despatch and point of sale Better, more timely, management information Less stock-holding and less waste And many more See the value proposition in the marketing tools for a complete sales pitch with an overview of the benefits of GS1 Bar Codes standards in retail. Regarding Bar Code quality, additional benefits can be put forward, such as consumer convenience, less waiting time at check out. The issue of Data Accuracy can also be raised. Besides, consumers are looking for additional benefits of Bar Codes, such as: Consideration for consumer access to product information e.g. nutritional information, allergy information by scanning a GS1 Bar Code. Information access through online services / mobile phone applications etc.

24 2 Steps for Deployment Example from MO - Business Case GS1 France Make your Supply Chain more efficient by using GS1 Global Standards, IBM report Billion Reasons to say thank you to Bar Codes Brochure The Brochure developed by GS1 France (see Marketing tools) is a great business case to show benefits from GS1 Bar Codes in the context of GS1 ecom (Order to Cash) solutions. In particular, page 6 of the brochure quotes: Savings achieved through the use of Bar Codes lead to an annual savings of 5.69% of retail revenue. The direct, concrete and quantifiable savings from the use of Bar Codes amounts to 2.8% of sales. These savings are related to the reduction in time at the checkout, fewer errors and the better use of the cashier operators time. The indirect savings come to 2.89% of sales, which is related to the increase in sales due to better customer service, better tracking of stocks and store flows and the reduction of unknown markdowns. Annual savings of 5.69% of annual retail revenue through the use of Bar Codes The brochure is a follow up of the Price Waterhouse Coopers study that was conducted in 2007, 17 Billion Reasons to say Thanks, the 25 th Anniversary of the U.P.C. and its Impact on the Grocery Industry. The study compared the business case conducted at the time of the adoption of the UPC code back in 1974 with the situation in The study provides good elements of methodology to build a strong business case and to show that the benefits will be greater than the costs of the implementation: In addition, the global report Make your supply Chain more efficient by using GS1 Global Standards is a great document to highlight overall benefits of using standards on the supply chain; The executive brief outlines several benefits of standards implementation, including: Improvements to the business measures by using standards can be observed throughout the entire supply chain, such as reduced distribution costs, lower out-ofstock rates and better inventory cover. The panel sample (companies having participated in the 2006 and 2010/11 surveys) shows an increase of implementation levels and improved business measures over the four-year span. Additional efficiencies are evident in the supply chains of companies with higher implementation levels. Check the reference documents for the Executive Brief of this report or retail/ibm_make_your_supply_chain_more_efficient_by_ using_gs1_standards.pdf Analyse hard benefits (quantifiable) or soft benefits (not quantifiable) Examples of hard benefits: reduction of labour costs, reduction of check out losses Examples of soft benefits: inventory management, tracking of sales (implies changes in business processes) You have to make sure the benefits you are highlighting are applicable to big players, but also to SMEs, depending on your market and targets.

25 Step 2 Prepare your organisation for implementation 2 Steps for Deployment Once you have analysed your market and prepared your business case, you need to prepare the field to be able to support your users implementation. Through solid partnerships, a good communication plan, and a staff that is well trained in their sector, you can build a strong GS1 organisation that will be a reliable support for your users. 1. Train your staff It is essential that your staff is well trained before you approach potential users. GS1 Global Office puts at your disposal an extended portfolio of training courses and formats in order to train your staff. In general, it is recommended that your staff is trained on the GS1 System a GS1 System certificate is available and covers the basic knowledge around the topic. Regarding Bar Codes, specific training is available and a Bar Codes certificate is available that covers what you need to know around Bar Codes and ID Keys. They can open doors e.g. you can have access to top level managers (CEOs) with the support of trade associations in countries where GS1 is not widely recognised. Example of partnerships that can be beneficial to your organisation: Industry organisations Retailer s associations Universities and business schools Influent company that can drive the adoption To conclude a partnership, it is always beneficial to sign a formal partnership agreement. As a less formal form of collaboration, you can also receive an official letter of support from a company or an organisation. That document can be used to build further partnership or in your communication plans. Check the training tools of this Kit to know more about the material available to train your staff 2. Create partnerships A partnership is an arrangement where parties agree to cooperate to advance their mutual interests; it is a win-win situation. Creating strong partnerships will help you gain credibility and users in your sector. Why create partnerships? Partnerships can be very useful because: They can help you carry your GS1 messages e.g. approach retailers associations and consortium to get additional support of your message and reach several actors at once. Efforts are combined so no loss of efficiency e.g. team up with retailers to convince suppliers to implement GS1 Bar Codes to be used in a retail environment.

26 2 Steps for Deployment Example from MO GS1 Nigeria - MO/ Retailer s association partnership GS1 Nigeria has partnered with big Supermarkets organisation NASON to reach out to Retailers. They tell us the process to build a sustainable partnership. What is NASON? The National Association of Supermarket Operators in Nigeria (NASON) is the umbrella body for all recognised and registered Supermarkets or Retailers in Nigeria. It promotes the interests of retailers and also supervises their operations. NASON is one of the promoters of GS1 Nigeria and holds a seat at our Board, with the representation of NASON National Chairman being the Vice-President of GS1 Nigeria and the new President. The collaboration is meant to foster close alliances with retailers who are drivers of the adoption and implementation of bar-coding system by manufacturers. Why we decided to collaborate? We decided to collaborate with NASON as a way of raising our membership, promoting adoption and implementation and fostering partnerships for other services we render. Through NASON, it is easier to get hold of retailers at once and also by the mandate of their controlling body, which also gives credence to our operations as they are well represented on our Board and can have their interests enforced with us. The quest to have retailers buy into the standards of GS1 is a major issue to any MO bearing in mind, the various possibilities that lie within. Having NASON with us therefore is a great advantage that we leverage, particularly, considering that adoption of GS1 standards is still low in Nigeria. What are the results of the collaboration? The results of the collaboration are in line with our expectations, the benefits to retailers, the values to consumers and the advantages to GS1 Nigeria. Basically, we want to achieve: Suppliers on Boarding Program: where a supplier is referred to us to obtain a clearance for having satisfactorily passed through the bar-coding process, including the verification. Database search for authorized GTIN: this alliance is meant to expose GS1 Nigeria to the database of the various retailers so that we can fish out the non-gs1 GTINs. We also intend to periodically compare the numbers in their databases to our members GTIN list, so we could tell if there are numbers issued by unauthorised resellers, or from other unscrupulous sources. Verification: this is in the interest of the retailers to ensure the Bar Codes on their products will scan accurately and they will have faster checkout times. Referrals: this is meant to enforce referrals from the retailers to GS1 Nigeria office for bar-coding related services. Training of Staff: the staff members of the retailers are often required to have good training in bar-coding, supply chain management and the likes. We intend to contract for trainings in our areas of expertise. Exposure to GEPIR: this is intended to expose the retailers to the use of GEPIR in the event of any discrepancy. We also aim to push for other Retail Value Chain processes such as B2C and MobileCom. How did we proceed? We started the process at a formal staff and management meeting where we discussed the various benefits having this alliance. It was later discussed with the NASON National Secretary, who is also on our Board as well as with his National Chairman, who gave us a nod. We thereafter put in a formal proposal which is being giving g attention. GS1 Nigeria also made a presentation at one of their National meetings, where they highlighted the values of GS1 and the benefits we offer.

27 3. Build a strong communication plan Building a strong and coherent communication plan will allow you to make noise around the benefits of your solution and gain the attention of potential and new customers. How to build a strong Communication Plan? There are plenty of ways to highlight the benefi ts of GS1 Bar Codes. A good communication plan is essential to demonstrate that your product is the best. You have to define: Who is your target? Primary/Secondary Influencers What is your value proposition for the target? How can you reach them best? What do you want them to do? What is the first step? How can you package the message most effectively? Content Language Illustrations Design Example from MO - GS1 UK communication plan around GS1 DATABAR GS1 UK developed a full portfolio of media to demonstrate the benefits of GS1 Databar in the Fresh Foods sector Website solely devoted to GS1 DataBar GS1 DataBar awareness campaign Annual conferences were organised in the past to raise awareness on GS1 Databar where all members were invited to, where Bar Code workshops were organised which address use of GS1 Bar Codes, Bar Code quality problems, resolving Bar Code problems etc. Specific brochure for GS1 DataBar (available here: PublicDocuments/DataBar.pdf ) Creation of several other documents explaining the use of GS1 Bar Codes for use in the retail supply chain including one called Bar coding getting it right which has been provided already in electronic format. These documents are marketed through our website and are also provided to our solution partners / providers to pass on to their customers / host on their web sites. 2 Steps for Deployment GS1 DataBar Understanding Global Data Synchronisation (GDS) An introduction to GDS for suppliers and More retailers data less space

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29 Step 3 Support implementation and offer services 2 Steps for Deployment After you have prepared your organisation and engaged new customers, you should expect these customers to be willing to implement GS1 Bar Codes and to seek for your support. 1. Support and monitor implementation Your level of support can vary from providing basic guidance and answering basic questions up to providing professional implementation services via a pool of experts in the GS1 System possessing extended & practical implementation expertise across a range of industry sectors. Why support implementation? To enable the success of the implementation To build the confidence and trust of your users To maintain sustainable customer base Implementation support can be a revenue generating activity Check the Implementation Tools of this Kit to read the full steps 2. services to be offered to your users GS1 Global Office offers GS1 Bar Code and identification tools for global use, but it is important to note that GS1 Member Organisations are highly engaged in Bar Code and identification implementation in their local area. The Member Organisations provide a broad range of services including helpdesk support, training, standards publication/ translation, guidelines, and data management systems. Some of these services should be provided for free, like the access to the helpdesk, to basic documents and resources as well as to a basic training in some cases. Other services can be the object of an additional fee, like Bar Code verification services or extended training sessions for users. How should you do it? 10 Steps to Bar Codes GS1 has developped the Ten Steps to Bar Code Implementation for companies starting with Get a GS1 Company Prefix up to Build a Bar Code Quality Plan ( To date, these Ten steps have been translated in more than 20 languages and are available from 40+ GS1 websites. Why offer additional services? To make sure that the implementation is done well, it is better if you can control some aspects of it via these additional services To build additional trust the users will feel that they have additional support from the same source To generate additional revenues 1. Customer Service and Helpdesk Customer service and helpdesk are an essential service to provide to your users. By answering their questions on the spot and being a reliable source of information, you show your availability and willingness to help making their implementation successful. A complementary service is to have an FAQ section on your website. FAQs from the Global Office are available in the training tools, but you can also adapt them to your country situations.

30 2 Steps for Deployment Examples of question you will likely get (source: GS1 New Zealand FAQs) I need to Bar Code my product and I was told to ring you. What do I have to do? Why should I join GS1 New Zealand? How much does it cost and how long does it take to get a number? How many numbers do I get? Can I have just one Bar Code number? Do you provide me with the actual Bar Codes or how do I go about it? Do you keep a register of the numbers I have assigned to What is the difference between scanning and verifying a Bar Code? 2. Training & Education Your customers will need to understand how GS1 Bar Codes and Identification Keys work and how to implement them. You can re-use all of GS1 Global Office s training material to train your users, or develop more specific, customer-tailored educational material. Examples from MOs - Training Programmes: GS1 UK GS1 UK offers to new joiners a classroom based course. It covers a basic introduction to GS1 standards but mostly focuses on the requirements for providing GS1 Bar Codes / GTIN s to the FMCG sector, mostly EAN-8, EAN-13, UPC-A and UPC-E. In addition, GS1 UK offers a webinar based training session that lasts approximately 2 hours as an option instead of the classroom course. GS1 UK also runs a training course tailored to the needs of the client as they may trade across multiple sectors e.g. retail and healthcare. For instance, a specific training suite was developed for the retailer Boots the Chemist that also sells pharmaceutical products. GS1 France The GS1 France training center trains more than 1,000 people a year. Training is provided to companies but also to training institutes, universities, schools and various professional bodies. GS1 France offers a comprehensive training with: Basic and specific training in the offices of GS1 France Company training tailor made to the needs and specific expectations of companies (Onsite training in the company, specific target audience, program, duration, etc.) E-learning modules available on the international platform LEARN in multiple languages and training kits or modules can be created following requests from companies. To add even more quality and service, the training center of GS1 France is developing partnerships with professional organisations, federations, schools, universities, training institutes, and other major stakeholders. Knowledge Centers Many MOs have developed demonstration centers in conjunction with their training facilities. These centers give end users hands on view of how the standards work in real life examples. A few examples are GS1 Germany Live!, GS1 Sweden Concept Center and GS1 Mexico Experience Rooms, GS1 Norway s Smart Centre, GS1 Spain Competency Center etc. More information on these centers can be found in the Solution Provider Deployment Toolkit Implementation section.

31 3. Partnerships with Solution Providers Solution Providers have a great role to play in the success of an implementation: They implement GS1 Standards among our members They have a very good knowledge of the market with commercial power They are key prescribers of the GS1 System They can help GS1 MOs to speed up implementation and improve quality. (source: GS1 Spain) A GS1 Global Solution Provider Finder is also available to MO Solution Partners accessible from the GS1 website: This finder tool helps users find a reliable solution provider and identify which products have undergone GS1 Certification to further reduce user implementation. From the GS1 Bar Code implementation webpage users can click the button Find a Solution Provider Quick Link to access a short list of Bar Code hardware products (readers, scanners, printers etc.) 2 Steps for Deployment In general, you can provide a list of certified/accredited solution providers, to remain neutral however do not recommend a specific company to your users. GS1 France offers a Tender Tool to help connect their users with solution providers that meet their specific requirements. Users cannot implement the GS1 Standards without the support of products and solutions that implement them. Be sure to offer training programmes specifically to train the solution providers on any new standards as soon as they are available. For example, it is important to offer training on the new multiple Bar Code standards so Solutions Providers can incorporate the GS1 GTIN +URL into the new QR Codes. See the Solution Provider Deployment Kit for best practices on how to build partnerships to enable GS1 Standards Implementations. In this toolkit you will find the steps to develop a Solution Provider (SP) programme including how to identify who the SP market leaders are, examples of MO SP Programme offers, examples of joint marketing initiatives, engaging SPs in knowledge/demo centers, SP Training and accreditation programmes etc. Many MOs have developed Solution Provider (SP) Progammes. One feature of many of the SP Programmes is to offer a Solution Provider Finder. Example SP Finders can be found on the websites of GS1 Australia, GS1 UK, GS1 US, GS1 Austria and GS1 Ireland. Examples from MOs - Solution Providers Programmes: GS1 UK - Solution Partner Finder When members and prospective members call GS1 UK they are often directed to the Solution Partner Finder. Accredited Solution Partners and providers of Certified Solutions are clearly highlighted and promoted on the Solution Partner Finder (and elsewhere on the website). This tool enables to access hundreds of solution partners who can help in the implementation of bar coding and supply chain solutions that use GS1 standards. The search is available by category. Accredited Solution Partners are examined by GS1 UK in their chosen area of expertise and demonstrate a high level of knowledge and understanding of GS1 standards and a commitment to maintaining this knowledge. GS1 UK also certifies specific solutions to ensure they are capable of correctly and consistently implementing GS1 standards. GS1 France GS1 Partenaires GS1 France has created a programme to offer its users the insurance that they can be supported by reliable solution providers. The solutions providers of the programme: Have direct access to the information on standards (specifications, progress, ongoing projects) Are aware of the orientations of GS1 Have access to the technical helpdesk of GS1 France Can meet with GS1 experts to get explanations on standards or train their team Have easier access to GS1 members Participate to GS1 programmes open to solution providers

32 2 Steps for Deployment GS1 members then can benefit from the competency and expertise of solution providers members of the programme. The programme offers an online directory, live workshops, guidelines, and the opportunity to participate to working groups and committees. Registrations can be made online. 4. Bar Code Verification Bar Code verification is a great service you can offer to your users. Bar Code quality is indeed a major challenge when implementing Bar Codes in retail. If a Bar Code does not scan, data inaccuracy and time delay can enter the supply chain. Verification is an important quality control tool, helping ensure that your Bar Codes scan with accuracy and speed at each point in the supply chain and that trading relationships are well supported. Bar Code verification can become a mandatory service that retailers request from their suppliers. Bar Code verification can also be encouraged via solution providers you support. The biggest benefits of verification are, simply, reassurance and confidence that the Bar Code will perform as intended at all stages of the product s passage down the supply chain, leading to untroubled supplier-customer relationships. Additional benefits accrue to the symbol producer, who is able to make use of the measurement information on the symbols he is producing to monitor his production process and adjust his equipment or procedures in order to correct any deviations from his optimum quality. Package designers can use feedback from verification to make sure that symbol size, position and colour will not result in point-of-use difficulties. The receiver of Bar Coded products, too, reaps advantage from verification of incoming Bar Codes, to assess the likelihood of their causing him scanning problems in his handling and inventory control systems, or at the point of use. (Source: GS1 New Zealand) Examples from MOs - Bar Code Verification GS1 New Zealand Bar Code verification GS1 New Zealand offers a verification service to both members and non-members. The MyGS1 interface allows members to fill in a form (see template in the implementation tools) and send Bar Codes to GS1 New Zealand offices in order to get them verified. The verification process is usually completed within two working days. An urgent service is offered at additional cost and tests are completed as soon as the sample is received. Where a member has too many products to send for testing at reasonable cost (e.g. a manufacturer of hose couplings who had three thousand items) a GS1 New Zealand technician will go to the member s location and verify Bar Codes on site. In order to verify Bar Codes, GS1 New Zealand uses the following material: A verifier is a precision measuring instrument designed to provide consistent and repeatable measurements of a symbol and to analyse these measurements in relation to the likely scanning performance of the symbol under a range of conditions. It has to be calibrated before use and be controlled regularly to maximise the repeatability and consistency of its measurements.