October 02, 2014 Opinion piece
This programme introduces a range of standards and solutions that are fundamental to enabling the seamless experiences customers expect from omnichannel retailing, ensuring globally unique identification is possible across all channels, systems and devices.
Our omnichannel focus covers the following areas:
Search (the semantic web)
40 years ago the barcode fundamentally changed retail – now work is underway to embed the standards that enabled this shift into the language of the web.
This initiative integrates with ‘the semantic web’, a W3C programme to include data into webpages in a format that will enable machines to link the data and draw logical conclusions about it automatically. This will greatly enhance general search results by ensuring the accurate linking of disparate and in-depth product information as well as additional data such as user-generated content, seller comparisons and geo-location stock updates from nearby stores.
A new standard will launch in June 2015 and we are currently inviting a small number of retailers to take part in a trial phase.
Mobile
We are working with industry to ensure the mass acceptance and distribution of digital coupons across different distributors and retailers becomes a reality in the near future. Currently there is no standard or best practice for interoperability between brands, distributors, retailers, coupon-clearing agencies, solution providers and mobile operators. GS1 UK and GSM Association (GSMA) are actively working on a mobile digital couponing standard that will allow consumers to accept and redeem digital coupons seamlessly across any number of participating retailers. The architecture and standards applied enable brands and retailers to offer a tailored experience while monitoring in real time the effectiveness of campaigns in progress.
We engaged industry on how best to develop this solution – a white paper outlining our recommendations will be published in November.
GS1 UK is also working with the Open Mobile Alliance (OMA) to enable barcode scanning features to be built directly into mobile devices. This will make it easier for application developers to integrate barcode scanning features and link to trusted product information in their apps.
Click and collect / returns
Delivery has become a key differentiator – retailers now find that they need to get the order into the customer’s hands in a location of highest convenience to their circumstances. Orders may be fulfilled to a home, work, in-store, shopping centre locker, newsagent, petrol station, train station or car park – a huge increase in complexity for supporting supply chain operations.
We are investigating how our existing standards and identifiers can help provide retailers with complete visibility of each individual tracked item throughout its supply chain lifecycle, to include alternative delivery points and click and collect systems.
NGPI
The purpose of the barcode number that identifies a product is shifting – from the communication of information between businesses to also engaging the consumer.
To help support and drive the required evolution in identification, the Consumer Goods Forum and GS1 launched a project in 2013 called ‘Next Generation Product Identification’ (NGPI). This proposes to supplement the current most common GS1 identifier (called a Global Trade Item Number or GTIN) with optional extensions that would provide for more granular identification and to introduce new barcodes capable of carrying the extended identifiers.
The elements that can be used to supplement the GTIN are:
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Package Variation Number – enables changes to packaging, or changes to product that are reflected on the packaging (such as in the ingredients list) to be differentiated
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Expiry date – enables the date to be captured from the barcode to help manage fresh foods and to reduce unnecessary food waste
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Lot Number – enables batches of product to be differentiated in the barcode which could help in traceability and recalls
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Serial Number – identifies the individual instance of the product opening up a range of potential applications
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Uniform Resource Identifier (URI) – enables a web address to be built into the barcode so that consumers can be taken to a webpage or product data retrieved from the web automatically
Engaging with us
If you want to find out more about any of these initiatives, contact David J Smith, Head of Digital at GS1 UK - david.smith@gs1uk.org.