Driving ecommerce in the Grocery Industry

Transcription

1 Driving ecommerce in the Grocery Industry (Finish the Grocery Store) Launch Webinar September 18 th and 21 st and October 14 th 2015 Lesley McKeever: SVP Industry Relations Tim Diceman: Director OMNI-Channel

2 Meeting Outcomes By the end of the session, participants will understand: Online customer needs and expectations New industry protocol to meet these expectations GS1 Canada new ecommerce solution and timelines Your role and next steps 2

3 GS1 Canada s Role At the direction of industry develop standards-based nonproprietary solutions and services Deliver efficiencies and costs savings through one to many concept Implement solutions and services that serve trading partners of all sizes Leverage community management 3

4 Clicks is Growing 6x Faster than Bricks Consumer behaviour has changed 3.5 Billion searches per day 40,000 Google searches per second 1.2 Trillion searches per year Market Relevance Requires Acceleration of ecommerce Initiatives 4

5 Online Product Information May be Inaccurate, Outdated and Misleading The quality of the information available to your customer has become as important as the quality of the product itself 5

6 The Business Issue We are Trying to Solve Industry is facing mass shifts in how consumers research, compare and shop Manufacturers and retailers are feeling urgency to drive ecommerce initiatives to meet consumer demand and stay relevant Go to market strategies are evolving to meet the needs of both bricks and clicks, and ultimately the consumer Online product information needs to be accurate and up to date consumer and brand risk if incorrect or outdated 6

7 The Industry Opportunity Consumer online experience needs to mimic what he/she would see on-shelf Brand consistency across all shopping platforms Reduced consumer risk Reduced brand risk Small retailers and manufacturers can be entrepreneurial in the ecommerce space New Business Case for ecommerce 7

8 The Industry Risk Local or global competitors market relevance Information is collected by third parties outdated, inaccurate, misleading Brand risk Consumer safety product information/ingredients incorrect Proprietary solutions are implemented that increase work effort, costs and inefficiencies 8

9 The Solution Online experience = at shelf experience Deliver a foundation for ecommerce that is consistent for each trading partner Standardized solution to accelerate ecommerce in Canada and around the world Data and image bundles that deliver the right image with the right data Leverage investment in ECCnet Phase 1 (creation of ECCnet for supply chain data) 9

10 New Industry Protocol: Industry initiative enabled by GS1 Canada accelerated response to online trends standardized, non-proprietary, one-to-many solution Collaboration with community workgroups and OMNI steering committee 10

11 ECCnet Phase 2 ecommerce (FTGS) Accelerated capture and sharing of standardized on-pack product data and images for customer facing online use In scope categories Private Label and National Brands Food and natural foods Baby Health and beauty aids Pharmacy (over the counter) Pet Cleaning Household Paper Cosmetics Liquor Out of scope Cards Floral Fresh meat/deli/produce/bakery Small Appliances GM Products 11

12 Shared Responsibility for Accelerated Adoption of Common Process Changes Data Providers (Brand Owners / Manufacturers) Executive sponsorship with assigned budget, resources and responsibility New ECCnet ecommerce work process Adding romance copy and online attributes Internal processes to ensure perpetual updating of centralized source: changes to labels, ingredients, warnings, nutritional facts, packaging, weights and measures Internal communication of and alignment to perpetual update processes (example, how to ensure ECCnet Catalogue Captain is aware of all changes to product data and images) Data Recipients (Retailers) Reinforce the protocol: o Consistent communication and reinforcement of requirements o Update Terms and Conditions of Trade Do not allow workarounds and enforce update compliance Provide perpetually cleansed master file of active products for monthly gap analysis Use of perpetually updated data and images online, in store and marketing processes Support in-store audits and gap shopping 12

13 Shared Responsibility for Accelerated Adoption of Common Process Changes GS1 Canada General Role of GS1 Canada: Facilitate industry collaboration Develop and implement standards based, non-proprietary solutions to industrywide business challenges Deliver efficiencies and cost savings for trading partners of all sizes. How GS1 Canada will enable ECCnet Phase 2 ecommerce (FTGS): Capture and share a centralized (one to many) source of high-quality, perpetually updated product images and on package data for online use Leverage and enhance existing experience and assets created for supply chain: ECCnet Registry and GS1 Canada Images for customer facing online use case Community Management Workgroups and Steering Committees to evolve solution 13

14 New Industry Service to Support Customer Demands of ecommerce Help shoppers to search and learn about your product: Consistent product information Clear descriptions of marketing claims such as product features and benefits High-level overview supported with more detailed information Accurate ingredients, nutritional facts, use and care instructions, product warnings and warranties, and more Create a fulfilling shopping experience: Provide high-quality images Show multiple images at different angles Accurate images that represent what is seen in-store 14

15 New Retail Trading Partner Required ecommerce Service - Data On-Pack Product Data - Example 15

16 On-Pack Product Data - Example 16

17 New Retail Trading Partner Required ecommerce Service - Images Single in-package product image, straight-on view for web Two images when French and English marketable faces Out-of-package for appropriate product presentation may be required Images of NFT/Ingredients images 17

18 New GS1 Canada Images Service Bundles 1-2 Web Images: high-resolution 2D straight-on view Omni-channel on-package data attributes for online business Avg 3 Marketing Images: high-resolution 3D angle views for online and print marketing 4-6 Planogram Images: low-resolution for category and shelf management 3-4 Nutritional and Ingredients images and data for health and wellness initiatives such as diet and menu planning Brand, description and size, GPC Code, packaging for database search Retail Trading Partner Required e-commerce Service $120 X X X Retail Trading Partner Required Services Bundle $180 X X X X X Physical in-package product dimensions and weight for shipping and logistics X X 18

19 Economical Value Packed Service Bundles A Not-for-profit, Non-competitive Industry Solution Service bundles based on Retail Trading Partner Requirements If GS1 Canada has up-to-date planogram and marketing images for your product, only the ecommerce service will apply À-la-carte services continue to be available Annual subscription fees to ECCnet ecommerce tool will be provided at no additional cost to current Item Certification: Nutrition subscribers for two years from September

20 ECCnet Phase 2 ecommerce (FTGS) Deliverables and Timelines 2015 Oct Nov Dec Jan Feb Mar Apr 2016 Submit product as scheduled for production to GS1 Canada Images Manufacturer Certify Product Images and Data, add marketing content NEW The Vault and ECCnet ecommerce * Execute appointment schedule to capture and share third party validated data Shop for gaps *Receive third party validated Data Retailer Receive brand owner certified Data 20

21 Efficient and Flexible Processing Scheduling process and production planning for industry-wide efficiencies: If assigned Account Manager, await contact to arrange schedule If no assigned Account Manager, please contact Irene Maguire at: with the following to arrange schedule: o Preferred shipment month o Quantity to be shipped 21

22 Example Questions 1. What if data in ECCnet and Item Certification: Nutrition is different to ECCnet ecommerce? 2. Why is there different systems to sign in to? 3. If we have digital images do we have to send a product? 4. Will Brand Owners have access to the bundles before they are sent to retailers? 6. What is happening with Amazon? 7. Who decides which bundle? 5. What if my packaging is about to change? 8. How will retailers use the data and images? 9. How to ensure retailers use this solution instead of one off s? 10. How will seasonal and promotional be managed? Refer to FAQ on 22

23 Thank You and Questions A copy of this slide deck and supporting information (including FAQs) are available at: For further questions please contact: info@gs1ca.org