ECCnet Image & Validation Planogram Images Re-Imaging Guide: Determining Criteria for Product Image Re-Capture Last Updated: January 2011 v1.

Transcription

1 ECCnet Image & Validation Planogram Images Re-Imaging Guide: Determining Criteria for Product Image Re-Capture Last Updated: January 2011 v1.0

2 TABLE OF CONTENTS DOCUMENT HISTORY INTRODUCTION GTIN ALLOCATION RULES PLANOGRAM NAMING CONVENTIONS RE-IMAGE REQUIREMENTS FACES AFFECTED CHANGES TO PACKAGING SHAPE CHANGES TO PACKAGING COLOUR LABEL MODIFICATIONS Moved elements Changed elements Modified elements PRODUCT IMAGE AGE EXCEPTIONS Planogram Re-Imaging Guide Page 2 of 11

3 DOCUMENT HISTORY Date Action Owner Version Jan 2010 Document creation Planogram WG Draft v0.1 July 2010 Image correction; removal of GS1 Dan Clark Draft v0.2 Canada logo from examples as per Marketing Jan 2011 Document approved Planogram WG Final v1.0 Planogram Re-Imaging Guide Page 3 of 11

4 1 INTRODUCTION The use of shelf space planning software helps retailers sell products, enabling them to assess the amount of product that can be placed on a shelf or a given space and controls the aesthetic flow of a retail space. As a result, accurately captured planogram images are vital part of a business bottomline. This document specifies what product changes require a new image and do not require a new Global Trade Item Number (GTIN) (as per the GS1 GTIN Allocation Rules) as a result of the modications, ensuring that retailers always have an accurate planogram image with which to plan their shelf space use. 2 GTIN ALLOCATION RULES Before determining if a product package requires re-imaging, first verify that the product s changes do not garner the need for a new GTIN. Refer to the GTIN Allocation Rules at to determine if your product requires a new GTIN. 3 PLANOGRAM NAMING CONVENTIONS Planogram images are all named using the product s 14-digit GTIN as the key identifier. A product package has multiple faces, each pertinent to successful shelf space management. To maintain the GTIN as the file name, a suffix-based identification system is used, replacing the computer standard.tga (Targa) extension. The following file extensions are used identify each face of a product package: Front =.1 Left side =.2 Top =.3 Back =.7 Right side =.8 Bottom =.9 Figure 3.1: Planogram Image Faces Planogram Re-Imaging Guide Page 4 of 11

5 4 RE-IMAGE REQUIREMENTS The following sections outline the determining factors that result in a product s re-imaging. 4.1 Faces Affected Only changes made to marketable faces of a product require re-imaging. A marketable face is any side of a product package that could be used to sell the product. More specifically, a marketable face is one that contains the following: Brand name Product name Product variant Please note that the quantity and Unit of Measure (UOM) do not need to be visible on a secondary marketable face. In the example illustrated in Figure 4.1.1, the only faces affected by product packaging modifications and require re-imaging are faces.1,.3 and.7. Figure 4.1.1: Affected faces of a product package that require re-imaging Planogram Re-Imaging Guide Page 5 of 11

6 4.2 Changes to Packaging Shape Any changes to a product s package form or shape requires re-imaging. This includes any visual changes, such a change to the style of packaging. For example, changing a product package from a box to a bottle is a major packaging modification that requires a product to undergo re-imaging. See Figure Figure 4.2.1: Box to Bottle Another example could be changing the style of a product s packaging from a bag to a stand-up pouch. This also requires a product to undergo re-imaging. See Figure Figure 4.2.2: Bag to Pouch Planogram Re-Imaging Guide Page 6 of 11

7 4.3 Changes to Packaging Colour Any change to a product s package colour requires a product to undergo re-imaging. Please note that this excludes labels. See Section 4.4: Label Modifications for more information. For example: A package that was previously transparent and is now opaque requires re-imaging. A package s container or lid colour has changed and therefore requires re-imaging. The base colour of a container has changed and therefore requires re-imaging. See Figure NOTE: This excludes packaging that is purposely varied as part of the packaging design. Figure 4.3.1: Container Colour Modification 4.4 Label Modifications Only 10% of the cumulative label space that is, up to a maximum size of 1.5 inches by 1.5 inches (approximately half the size of a business card), regardless of total package dimension may be modified, moved or changed before a product must undergo re-imaging. NOTES: The above tolerance is cumulative. Evaluation of whether a product requires re-imaging is based on the images currently stored in GS1 Canada s ECCnet Image & Validation (ECCnet I&V) product image database, rather than the immediate previous version of the product. Exclusions to this rule include: Promotional/seasonal items such as company giveaways whose predetermined market life does not exceed one year. Limited time promotional messages such as images or words on a new product introduced to market Moved elements Moved elements refers to graphics or text that remain on the product s packaging, but have been relocated. Planogram Re-Imaging Guide Page 7 of 11

8 For example, if the Unit of Measure (UOM) has been moved along with the alignment of both text description words (Data Bits), the product requires re-imaging. However, if only the UOM had moved, the product would not need re-imaging. See Figure NOTE: Only the moved element is measured as a change, not a combination of the space now left vacant and the moved element. Figure 4.4.1: Moved Elements Changed elements Changed elements refer to the replacement of an existing element, or the addition of a new element to the product s packaging design. For example, if a second language is added to a product s packaging, but the total changed portion of the design elements does not exceed the maximum 10%. As a result, this change would not require the product to be re-imaged. See Figure NOTES: Products that change from having two unilingual faces to a single bilingual face would require reimaging even if the new marketable face has less than 10% modification. This is a result of the previous marketable face now removed having undergone a 100% change. Only the elements that have been replaced or added are measured. Planogram Re-Imaging Guide Page 8 of 11

9 Figure 4.4.2: Changed Elements Modified elements Modified elements refer to the distortion or subtle alteration of existing text and/or graphics on a product s package. Such elements can include a font change, or a rotation of graphic elements and text. For example, the space on a product package that holds its description has not been altered; however, the font has been modified. As a result, the product package would require re-imaging. See Figure NOTES: Only the elements that have been modified are measured. Figure 4.4.3: Modified Elements 4.5 Product Image Age Planogram Re-Imaging Guide Page 9 of 11

10 The standard life cycle of most retail grocery products estimated two to four years, as per GS1 Canada s ECCnet I&V service observations. As a result, a product that has been imaged five years ago or more will be re-assessed by ECCnet I&V services to ensure that the image is accurate and up-to-date. GS1 Canada will require a visual confirmation by the manufacturer/brand owner that the product has not changed after a five year period. 5 EXCEPTIONS As retailers increase their on-floor stock levels, imaginative packaging solutions continue to test the boundaries of imaging rules currently in place. See Figure 5.1 for a creative solution to a persistent dilemma regarding products that are sold hanging from a peg that would qualify for an exemption for specific modification. For products of this type, configurations should be imaged one package should include faces 1,2,3,8 and 9, and the other package should include face 7. NOTE: This product is exempt as both versions of the packaging coexist to increase on-floor stock levels at retail locations. If the packaging modification is meant to phase out one packaging format for the other, this exemption would be withdrawn and the product would have to undergo re-imaging. Figure 5.1: Exception Example Planogram Re-Imaging Guide Page 10 of 11

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