LEADING EDGE TECHNOLOGY Extended Labelling - Past Present & Future GM Business Development GS1 Australia Mandeep Sodhi B2B Technology Manager Nestle Australia
Agenda Topic Introduction to Extended Labelling and GS1 GoScan Who is GS1? What is Extended Labelling? Drivers for Extended Labelling How has Australian industry responded? GS1 GoScan Australia s first whole of industry food app Presenter GS1 Australia Extended Labelling in Action Nestle Australia Case Study Past Getting ready for extended labelling Present Implementation and maintenance Future Reaping the benefits Mandeep Sodhi Nestle Australia
About GS1 Global no-for-profit Organisation 111 Member Organisations / 150 countries 2 million member companies 24 industry sectors 5 billion barcodes scanned each day GS1 Australia supports 16,800 members Administer the GS1 System of Standards
What is Extended Labelling? Key concept: Consumers access trusted product information, or related services, above what is accessible via the label, using mobile devices at home, at the store or on the go A consumer has a question about a product they are buying. They use their mobile phone to scan the barcode on the label. They receive the answer from a trusted source Consumer/Product Mobile phone Brand/Retailer
Why GS1 in Extended Labelling? In 2009 GS1 engaged MIT to research how GS1 could best support industry into the future. MIT identified that in the rapidly changing digital landscape brand owners no longer have full control of the information and messaging that consumers rely on to make product choices. Recommendation: GS1 should create a new Consumer Information System to store and provide consumers with product information that is clean, authentic and realtime. The compelling reasons: Standardization of GS1 keys (GTIN, GLN) of data carriers (1D, 2D barcodes, EPC tags) of product registries and consumer oriented product attributes Leverage Global Data Synchronization Network Existing source of trusted, authorised and authenticated product information Neutral Not-for-Profit Partner One stop source of product data to government, 3rd party solution providers
Global Drivers for extended labelling
REGULATION (EU) No 1169/2011 New Regulation regarding online food sales Ensure that consumers have access to information about the product such as nutritional value, ingredients and instructions for use. Regulation requires information be available to the consumer before they purchase the food products and without charge If the information is not available, the food cannot be sold on a website. Comes into force in December 2014. A system of co-operation between the brand owner and retailer will be required to ensure that accurate and complete mandatory food information is available to the consumer prior to purchase.
Drivers in the Australian Food Sector 1. Consumers demand accurate, real-time product data to make purchasing decisions. Influencing government on food labelling. 2. Government Food Labelling Review adding information to the product label. Other government initiatives, such as the National Food Composition Database, requiring access product compositional data 3. Online Retail initiatives, mobile apps and other in-store services to facilitate buying decisions also relying on authorised product data 4. 3rd Party providers delivering online services and apps using non-authorised sources for product data consumers accessing incorrect product information
How was this challenge approached?
The outcome was GS1 GoScan A free to use smartphone app that delivers trusted, authorised product data to consumers Developed by industry for industry, based on global GS1 data standards Wide collaboration with NGOs, universities, industry associations, retailers and manufacturers Adheres to the Australian Food Standards Code and incorporates key recommendations from the Blewett Review (i.e. font size, contrast, etc.) Supports all food and beverage products in the market, branded products & private label, local & imported
How does it work? Product with Barcode Consumer with Mobile Device GS1 Content Warehouse GS1 Australia s Network GS1net Brand Owner Products are marked with GS1 Barcodes containing GS1 identification keys (i.e. GTIN) Consumer uses a device, such as a mobile phone, a personal computer or an in-store kiosk to scan and decode the GS1 barcode and access product information Information is sent and received from a single, trusted source which contains the extended product information and can make this data available based on access controls A single repository of validated data, based on global standards is used to aggregate data from multiple data owners and consolidated into a single trusted source The data is provided by the Brand Owner. Integrity of extended labelling data is ensured by ownership and responsibility of data always resting with Brand Owner Packaging Consumer Experience Information Exchange Information Source Information Owner
Agenda Topic Extended Labelling in Action Nestle Australia Case Study Past Getting ready for extended labelling Present Implementation and maintenance Future Reaping the benefits Presenter Mandeep Sodhi Nestle Australia Mandeep Sodhi
Past Getting ready for extended labelling Global Data Synchronisation Using B2B technologies product, price related data of over 4000 items, is synchronised between Nestle and the retailers. This enables the customer to know what exactly (dimensions, size, weight, etc) Nestle sell and at what price. Interaction with Consumers Via digital library, online via websites which host product related data, high res images all Nestle products, Isolated Databases Mandeep Sodhi Image source: http://css.mhpbooks.com/wp-content/uploads/2012/03/commuters-riding-subway-reading- Newspapers-Business-People-Photo.jpg
Why GoScan? Improve Consumer engagement. Shopper decision based on health preferences. Automated methods to match current technology. Leverage existing standards & platform. Extended labelling focus. Mandeep Sodhi Image source: http://www.eito.com/webroot/store15/shops/63182014/mediagallery/press/mobile_download.jpg, guardian.co.uk
Present - Nestlé Oceania Global Data Synchronization Network Registry Catalog Item Catalog Item Subscription Global Registry Catalog Item Subscription Catalog Item Notification 1SYNC Item Publication Catalog Item Notification Catalog Item Confirmation GS1 net Item Confirmation Item Subscription Nestlé MDM Nestlé SAP Item Confirmation Nutribank Nutribank is a unique Australian repository that holds extended labelling information. Go Scan mobile app Item Publication Consumers Customers Mandeep Sodhi
Mandeep Sodhi Connecting with Consumers
First ever Challenges Leveraging Standards finding a fit Technical Integration across several points Data Sourcing, Cleansing & integration of internal systems Mandeep Sodhi
Future Reaping the benefits Sustain & Ensure Accuracy Stage 2 Sustainability Use of Banner functionality Focus on Front of Pack Labelling End to End Integration with Customers Leverage other mobile platforms Nutrition, Health & Wellness focus Mandeep Sodhi