Compliance Enabling accurate and complete flow of Product and Information throughout the IBCA Supply Chain 1
This Session 30 minutes Then Q and A Background Today s Goal How to do this Why it makes sense to do it IBCA Process Q and A 2
IBCA Background (Integrated Business Communications Alliance) IBCA was established more than 30 years ago Assist companies to drive out supply chain costs Provide resources to company members Guidelines and Standards Standard Item Record (SIR) definition Best Practice recommendations Continue providing updated tools and guidance 3
Other Industry Initiatives Craft & Hobby Industry set stds. and launched compliance program in 2006 Pet Industry set stds. and established PIDB program in 2011 Office Product Industry expanded stds. to include rich marketing content in 2012 4
Benefiting IBCA Supply Chain Improving inter- and intra-company effectiveness through the use of best practices By providing the standards to support those best practices Application of those standards is seen in systems that facilitate best practices 5
Benefits supported by Best Practices, supported by Standards 6
Best Practices - Guidelines UPC-A, 12 digit POS EAN, 13 digit POS GTIN-14 7
Best Practices - Guidelines Transactional or Operational Information Global Trade Item Number (GTIN) Expands EAN/U.P.C. from 12 to 14 digits Relates POS to multi-pack and shipping containers 8
Best Practices Content Information Operational Information Images Videos Mobile Codes Reference: http://www.ibcaweb.org/standards.htm 9
CPFR Collaborative, Planning, Forecasting Transactional - Moving Products and Information GTIN (formerly U.P.C.) Item Info Multi-Pack/Carton ID Bar Code Shipping Labels Packing Slip and Replenishment Transactional Content - Driving Sales and Marketing Activity Enhanced Content Standard Content File 10
Information Needs Differ Sales/Marketing people need rich CONTENT to tell customers what to buy..and more Purchasing people need product information and numbers (GTIN) to update files and place orders with suppliers Order Entry people need product numbers (GTIN) to avoid ordering errors Manufacturing people need to know what to build...when Distribution people need to know dimensions, product ID, Unit of measure to receive, store and ship 11
IBCA Initiative Person-to-person and system-to-system communication based on standards with which IBCA Companies will voluntarily comply. 12
IBCA Initiative Provides the ability to: Develop plans, strategies, campaigns Implement plans using digital content Directory - Who is doing what, How to reach the right person A way to explain what you need and what you have A way to send the information to a trading partner and check compliance to the standard 13
Responsibility Each IBCA Company has a responsibility to register for the IBCA Compliance program learn the standards comply with the standards designate an IBCA Compliance Coordinator. 14
IBCA Compliance Coordinator Does not need to be a technical person. Understand the need for digital content and the IBCA Compliance program. 15
It Takes a Team The IBCA Coordinator, along with others in the organization representing functional areas including sales, marketing, information technology, and operations, should be familiar with the IBCA Compliance fundamentals. 16
Value Calculator Old Style Mo. Errors Cost $1,400 Ave. Earnings Before Tax: 7% New Sales to Cover Cost: $20K 17
Value Calculator Activity Based Costing for Company to Obtain and Update Product Content Files Note: Time in hours Excellent Good Fair Poor Best Practice Identify need for information 0.25 0.25 0.25 0.25 0.25 Contact Dealer (or Supplier) 0.1 0.1 0.2 0.5 0.1 Research request 0 0.25 0.25 0.5 0 Contact person needing the information 0.1 0.1 0.2 0.25 0.1 Determine how information can be exchanged 0 1 0.25 0.5 0 Contact Supplier IT (or Dealer) 0 0 0.1 0.2 0 Contact Internal IT 0 0 0.5 0.5 0 Provide transaction file 0.1 0.1 0.25 0.25 0.1 Filter unwanted information 0.1 0.1 0.1 0.25 0 Time (hours) 0.65 1.9 2.1 3.2 Total 0.55 Number of suppliers per month 12 6 6 8 32 32 Time per month (hours) 7.8 11.4 12.6 25.6 17.6 Cost per hour $35.00 $35.00 $35.00 $35.00 Total $35.00 Cost to Obtain information $273 $399 $441 $896 $2,009 $616 Total cost per month $2,009 Total cost using Best Practice $616 Total Monthly Savings $1,393 18
Value Calculator 19
Value Calculator 20
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Best Practices - Guidelines 24
Goal Is For IBCA Suppliers and Buyers To Share Content Compliance file in Open Standard Provide files to buyers The Supplier The Internet Request files from each supplier The Buyer Compliance file in Open Standard 25
Because Sharing Content Will Reduce costs Increase sales Find and reach new customers Improve service throughout the entire IBCA supply chain Support e-commerce Support mobile Applications 26
Different Product Content Transactional Product Content Needed for Purchasing, Order Entry, Manufacturing, Distribution Rich Product Content needed for (Websites, Catalogs ) Expanded Field Naming Pictures Video Mobile Codes (QR Code) 27
Operational Information MISCELLANEOUS 1 EAN / U.P.C. 2 Information Provider # 3 Information Provider 4 Brand Owner 5 Brand Name 6 Product Name 7 Short Name 8 Product Title 9 Manufacturer s SKU 10 Distributor s SKU 11 Retailer s SKU DIMENSIONS - mutlipacs 12 Consumer Purch Unit 13 Unit Linear Height 14 Unit Linear Width 15 Unit Linear Depth 16 Unit Gross Weight 17 Min Orderable Qty 18 Inner Orderable Unit 19 Inner Pack GTIN 20 Case Orderable Unit 21 Case Pack GTIN 22 Case Height 23 Case Width 24 Case Depth 25 Case Gross Weight DATES 26 Publication Date 27 Effective Start Date 28 Change Indicator 29 Last Change Date MISCELLANEOUS 30 MSRP 31 Unit Cost 32 Inner Cost 33 Case Cost 34 Country of Origin 35 Int l Tariff Code 36 Color 37 Generic (Future) 28
Marketing Content Information CONTENT 38 Photo 39 Photo Description 40 Video 41 Video Description 42 Mobile Code 43 Mobile Code Description 44 Product Long Description 45 Consumer Copy - Short 46 Consumer Copy - Long 47 Consumer Copy Bullets 48 Generic (Future) 49 Generic (Future) 29
The Goal Enable IBCA companies to: Get the right content EAN/U.P.C. 6 54321 00001 2 To the right person In a form that they can use Field Number 1 6 7 8 9 38 39 40 41 42 43 Field Name EAN / U.P.C. Product Name Short Name Product Title Manufacture's SKU Photo Photo Description Video Video Description Mobile Code Mobile Code Description Product Product 30
The IBCA Process 1. Register with the IBCA Program 2. Attend Starter Session 3. Prepare the IBCA Standard Content File Field Number 1 6 7 8 9 38 39 40 41 42 43 44 45 46 47 Field Name EAN / U.P.C. Product Name Product Product Product Product Product Product Short Name Product Title Manufacture's SKU # Photo Photo Description Video Video Description Mobile Code Mobile Code Description Product Long Description Consumer Copy-Short Consumer Copy-Long Consumer Copy-Bullets 4. Validate Records 5. Maintain Compliance 31
The IBCA SIR Field Number 1 6 7 8 9 38 39 40 41 42 43 44 45 46 47 Field Name EAN / U.P.C. Product Name Product Product Product Product Product Product Short Name Product Title Manufacture's SKU # Photo Photo Description Video Video Description Example IBCA Validation File Mobile Code Mobile Code Description Product Long Description Consumer Copy-Short Consumer Copy-Long Consumer Copy-Bullets 32
The IBCA SIR Name of Field Size Type Description Example 1 EAN / U.P.C. 13/12 n See Note #1 Must 6 Product Name 80 a/n Primary Description See Note #9 Must 7 Short Name 27 a/n Short: See Note #9a 8 Product Title 150 a/n Not extension of Field 6 Note #9b 9 Manufacture's SKU # 20 a/n Mfg. Item Number DPR2936 Must 12 Consumer Purch Unit 2 a/n ea=each, yd=yard, ft=feet (OPIDS Std) 36 Color OPIDS Standard 37 Generic CONTENT 38 Photo URL Containing Photo Standard 39 Photo Description 80 a/n Side, Top, Group etc. 40 Video URL Containing Video Standard 41 Video Description 80 a/n Safety, How to use - Kids, How to service 42 Mobile Code URL Containing Mobile Standard 43 Mobile Description 80 a/n Nature of the deal, kind of support info 44 Product Long Description 400 a/n See "Field Naming" 45 Consumer Copy-Short 500 a/n See "Field Naming" 46 Consumer Copy-Long 1000 a/n See "Field Naming" 47 Consumer Copy-Bullets 1500 a/n See "Field Naming" 33
Why Comply 34
Why Comply Content Information Images Videos Mobile Codes 35
Problems Clearly Exist (Even on leading ecommerce websites) Only 36% of products pass standard tests for completeness, presentation and accuracy. 51% of products are missing some expected piece of information. 13% of products are linked to the wrong brand. 5% of products have a product name or brand name that is misspelled. Clavis Report on ecommerce Information Quality Insight 36
Why Comply 37
Next Steps This is first of multiple webinars Invite questions and comments Go to http://www.ibcaweb.org/topics.htm#standard_item_record Create a Starter File Send Starter File for Validation 38
Questions 39
Recommended Actions Arrange for a Private Session with IBCA Schedule Webinar for your Customers Include this at a Major Customer Event Invite Customers to join IBCA Enjoy Benefits & Increased Profits 40
Who Wants to be First IBCA Company Thank You for Your Participation 41