OK BSA Introduction (Part 1)
Enabling accurate and complete flow
of Information throughout the BSA
Supply Chain
1
This Session – 20 to 30 minutes, then Q and A
2

What to do

Why

The Pieces

OK BSA Process

Q and A

Session 2 is about HOW
2
Why?




We have redundant processes that are wasteful
Bad and incorrect information costs all of us
This will save time and resources
It is the right thing to do
3
What Does the Industry Want
from me?







Support the OK BSA Program.
Get registered
www.businesssolutionsassociation.com
Begin to use the standards
Encourage other companies to participate
Write your check - $400 plus $1 per SKU
Maximum amount for BSA Members $3,000
Maximum amount for non BSA Members $6,000
4
What OK BSA Does……



Checks your data format with approved Industry
Standards
Removes redundancy
Eliminates additional staff work!
5
What OK BSA DOES NOT do….



DOES NOT check against specifications NOT in the
Approved Industry Standards
Does NOT validate additional requirements by
wholesalers or other customers or groups
Does NOT check for quality or goodness
6
OK BSA Roadmap
7
1
2
3
• Define and publish basic rich product content standards.
• Align and expand basic operational content standards.
• Define and publish advanced rich product
content standards.
• Focus on data exchange best practices
• Define and publish non product content standards.
• Focus on content marketing best practices.
7
Best Practices
8

Identify issues and collectively benchmark them to
find the ones that impact trading partner relationships

Select the Activity - then agree on a way to handle
the activity or process so that OK BSA Companies can
see improvements to their bottom line
8
Best Practices - Guidelines
9
Best Practices - Guidelines
UPC-A, 12 digit POS
EAN, 13 digit POS
10
Best Practices - Guidelines
Transactional
Information
Global Trade Item Number (GTIN)
• Expands EAN/U.P.C. from 12 to 14 digits
• Relates POS to multi-pack and shipping containers
11
Best Practices
Operational Information
Content Information
Content Related –
Mobile Codes
12
CPFR
13
Collaborative Planning, Forecasting and Replenishment
Transactional - Moving
Products
•
•
•
•
•
GS1 (formerly U.P.C.)
Item Info
Multi-Pack/Carton ID Bar Code
Shipping Labels
Packing Slip
Content - Driving Sales and
Marketing Activity
Enhanced Content
Standard Content File
13
Backward Compatibility
14



Consistent with existing Guidelines and Best
Practices
Enable leveraging of the past
Path to the future
14
Basic Requirements/Needs



Add new content
Correct or update existing content
Relate content to specific products
2
54
6
3
21
00
0
01
15
Rich Product Content - Problem

Multiple models exist

No one standard has emerged

Alignment with existing standards is poor

Best practices are not clear
16
Rich Product Content - Solution

Open Standard

Can be used by ALL
17
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
18
Problems Clearly Exist
Maintaining the status quo is the riskiest path a
business can take, because the market is not
standing still.
33% of these platforms are new in last 5 years
19
The Future Commerce Platform
20
The Goal

Enable OK BSA companies to:
 Get
the right content
EAN/U.P.C.
6
 To
the right person
 In
a form that they can use
54321 00001
2
21
Because Sharing Content Will

Reduce costs

Increase sales

Find and reach new customers

Improve service throughout the
entire BSA supply chain

Support eCommerce

Support mobile applications
22
How are we going to do that?
23
Pieces to the OK BSA Puzzle

Content Management Committee

Standards and Best Practices

OK BSA - Company

Coordinator

Directory

Point of Contact

Information Available

Education Sessions

Field Definitions and File Template
24
OK - BSA

Person-to-person and system-to-system
communication based on standards with which OK
BSA Companies will voluntarily comply.
25
OK – BSA

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
26
Responsibility

Each OK BSA Company has a responsibility

to register with OK BSA

learn the standards

comply with the standards

designate an “OK BSA Coordinator.”
27
BSA Coordinator


Does not need to be a technical person.
Understand the need for digital content and the OK
BSA program.
28
It Takes a Team

The OK BSA Coordinator, along with others in the
organization representing functional areas
including sales, marketing, information
technology, and operations, should be familiar
with the OK BSA fundamentals.
29
Goal = OK BSA Suppliers and Buyers
Share Content
Compliance file in Open Standard
Provide files to buyers
The Supplier
The Internet
Request files from each
supplier
Compliance file in Open Standard
The Buyer
30
The Template Definition= common denominator = CSV
or other file
Field Name preceded by Field number
1 EAN / U.P.C.
6 Full Description
7 Abbrev. Description
8 Description (additional or extra)
9 Manufacture's SKU #
38 Product Long Description
39 Consumer Copy-Short
40 Consumer Copy-Long
41 Consumer Copy-Bullets
31
Without Standards there is confusion
I need descriptions
of your new XYZZZ
product
Long, short,
abbreviated or
consumer copy?
32
Standard Fields
What???
33
Standard is Independent of Company,
Technology and Network
Field Name preceded by Field number
1 EAN / U.P.C.
6 Full Description
7 Abbrev. Description
8 Description (additional or extra)
9 Manufacture's SKU #
12 Consumer Purch Unit
36 Photo
37 Video
38 Product Long Description
39 Consumer Copy-Short
40 Consumer Copy-Long
41 Consumer Copy-Bullets
34
Standard Fields
I need a
description of
your new
XYZZZ
Full - field 6,
abbreviate,- field 7,
or consumer copy
field 38, 39, 40, 41?
BSA Standard - Field Name preceded by
Field number
1 EAN / U.P.C.
6 Full Description
7 Abbrev. Description
8 Description (additional or extra)
9 Manufacture's SKU #
12 Consumer Purch Unit
36 Photo
37 Video
38 Product Long Description
39 Consumer Copy-Short
40 Consumer Copy-Long
41 Consumer Copy-Bullets
35
Standard Fields
Send it all to
me.
Sure, just so I get the
right content for the
right product, what is
our MFR SKU and
U.P.C. for the item
36
Next Day
Me again..... I
Need pictures
Sure, just so I get the right
photo for the right product,
what is our MFR SKU and
U.P.C. for that item?
37
Multiple Records – Standard
Fields
I’m updating
the web site
and catalog
We have 30 new Back
to School items. If you
stop at our web site
you can pick up the
content for the ones
that you want
38
Operational Information –
Standard Fields
Hi, we are getting
new products, – and
we need Brand Info
and GTIN, for our
inventory records
We have that available
too. I’ll send an email to
Mary, she is in the OK
BSA directory and she
handles Inventory records
39
Content and Other Information
Field Name preceded by Field number
1 EAN / U.P.C.
6 Full Description
7 Abbrev. Description
8 Description (additional or extra)
9 Manufacture's SKU #
12 Consumer Purch Unit
36 Photo
37 Video
38 Product Long Description
39 Consumer Copy-Short
40 Consumer Copy-Long
41 Consumer Copy-Bullets
Name of Field preceded by Field number
1 EAN / U.P.C.
2 Information Provider #
3 Information Provider
4 Brand Owner
5 Brand Name
6 Full Description
7 Abbrev. Description
8 Description (additional or extra)
9 Manufacture's SKU #
10 Distributor's SKU #
11 Retailer's SKU #
40
Other Operational Information
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 Mfg Suggested Retail
31 Unit Cost
32 Inner Cost
33 Case Cost
34 Country of Origin
35 Int’l Tariff Code
41
Some things don’t change
Supplier
Established methods of providing
product information
- Network, software, portal
Buying Groups,
Chains, Others
Supplier
Supplier
Supplier
42
What Has Changed – WAS –
The details for Video, Photo, Consumer Copy, Mobile Code
My way is different from the others
Supplier
Supplier
My way is different from the others
Supplier
Buying Groups,
Chains, Others
My way is different from the others
Supplier
43
What Has Changed – NOW –
The details for Video, Photo, Consumer Copy, Mobile Code
Mobile codes - same
definitions etc.
Video same - frame rate etc
Buying Groups,
Chains, Others
Consumer content same definitions
Supplier
Supplier
Supplier
Supplier
Photos same size etc.
44
What Have I Got and/or Need?
45
Data Field Directory
Not sure what
“Bullets
means?”
46
Preparing the Standard Content File
Match content
held in internal
records to OK
BSA standard
definitions
Field Name preceded by Field number
1 EAN / U.P.C.
6 Full Description
7 Abbrev. Description
8 Description (additional or extra)
9 Manufacture's SKU #
38 Product Long Description
39 Consumer Copy-Short
40 Consumer Copy-Long
41 Consumer Copy-Bullets
Output CSV or
Excel
47
Two Parts to Validation

Part 1 – Starter File
 Field
1#, EAN/U.P.C., Field #6 Product Name, Field #9
Mfgr. SKU

Part 2 is to add content as more becomes available
48
Preparing Files
49
Preparing Files
50
Validation of Samples

Valid EAN/U.P.C.

Field content and length

Valid URLs for video and photos
6
54321 00001
2
51
Error Reports
Files will be returned with problem fields flagged
52
Standards
53
53
Field Naming – Short Name
54
Field Naming –Consumer Short
55
Photo
56
Photo
57
Video
58
Video
59
Mobile Codes
Our purpose is to educate industry members on history, terminology and potential
uses of Mobile Codes, thus creating value. We will share best practices, how these
codes are being used to drive branding and sales and discuss potential pitfalls and
how to avoid them. Here is an example re. Placement:
60
Now What?


Attend Session 2
In this session attendees will:
 Register
with OK BSA
 Learn how to use the OK BSA Directory
 Learn how to produce the Standard Content File
 Learn about File Validation and reporting
61
What Does the Industry Want from
me?

Support the standards activity
 With
your check - $400 plus $1 per SKU
 Encourage other companies to participate



Get registered – You can do it on line
Send in your list of SKU’s
Begin to use the standards
Questions?
63
OK BSA Registration
(Part 2)
Enabling accurate and complete flow of
Information throughout the BSA Supply Chain
64
This Session – 40 minutes Including Q and A

Brief Program Review

The Goal

Registration

OK BSA Template

Sample File
65
BSA Web Site Support
66
The OK BSA Process
1. Register with the OK BSA
Program
2. Attend OK BSA Starter
Session
3. Prepare the OK BSA
Standard Content File
4. Validate
Records
5. Maintain Compliance
67
Step 1 Registration
68
68
Registration - Company
 Company
- Location (Full Address)
 MAC
Code
 EAN
/ U.P.C.
6
54321 00001
2
69
Contact Directory
A. Responsibilities
B. Interests
1.
2.
3.
4.
5.
6.
1.
BSA Coordinator
Sales
Marketing
Merchandising
Logistics
Operations (Including
Purchasing)
2.
3.
4.
5.
6.
7.
8.
Customer content, descriptions,
instructions
Photos
Videos
Mobile Codes
Product ID
Logistics
Inventory control
Marketing campaigns
70
Company Information
Level 1
List of Products with –




EAN/U.P.C.
Product Name
Manufacturer SKU #
GTIN
Level 2
Rich Content Provided
Level 3
OK Approved
1. Photos
2. Customer content and
Descriptions
3. Mobile Codes
4. Video
1. Sample file
available
2. OK Files in Use
71
Preparing Files
72
Data Field Directory & Template
How do I tell
you what I
need?
How do I tell
you what I
have?
73
What Have I Got and/or Need?
74
Field Number
Field Name
Details
Template
75
Template
76
OK Approved Sample file available
OK Files in Use
The Template Definition
Common
denominator =
CSV or other file
77
Data Field Directory
Not sure what
“Bullets”
means?
78
The Fields
Would Look
Something Like
This
79
Standards Are:
Independent of Company
Technology and Network
Field Name preceded by Field number
1 EAN / U.P.C.
6 Full Description
7 Abbrev. Description
8 Description (additional or extra)
9 Manufacture's SKU #
12 Consumer Purch Unit
36 Photo
37 Video
38 Product Long Description
39 Consumer Copy-Short
40 Consumer Copy-Long
41 Consumer Copy-Bullets
80
Preparing the Standard File
Field Name preceded by Field number
1 EAN / U.P.C.
6 Full Description
7 Abbrev. Description
8 Description (additional or extra)
9 Manufacture's SKU #
38 Product Long Description
39 Consumer Copy-Short
40 Consumer Copy-Long
41 Consumer Copy-Bullets
81
Preparing the Standard Content File
Match content
held in internal
records to OK
BSA standard
definitions
Field Name preceded by Field number
1 EAN / U.P.C.
6 Full Description
7 Abbrev. Description
8 Description (additional or extra)
9 Manufacture's SKU #
38 Product Long Description
39 Consumer Copy-Short
40 Consumer Copy-Long
41 Consumer Copy-Bullets
Output CSV or
Excel
82
Preparing Files
83
Two Steps

Step 1 – Starter File
 Field
1#, EAN/U.P.C., Field #6 Product Name, Field #9
Mfgr. SKU

Step 2 is to add different kinds of content as more
becomes available each specific product
Two Parts to Compliance Review
•
Part 1 – Primary fields for all products


Field 1#, EAN/U.P.C., Field #6 Product Name, Field #9 Mfgr.
SKU
Part 2 - Content types
 (+/-)
50 Items that show the different kinds of content
e.g. Field Names, Video, Photo, Mobile Code
 Identify
 DO
categories of Content for each product
NOT DO SPECIAL CREATION
85
Validation of Samples

Valid EAN/U.P.C.

Field content and length

Valid URLs for video and photos
86
Error Reports
Files will be returned with problem fields flagged
87
Compliance Reporting
Level 1
List of Products with –




EAN/U.P.C.
Product Name
Manufacturer SKU #
GTIN
Level 2
Rich Content Provided
Level 3
OK BSA Evaluated
1. Photos
2. Customer content and
Descriptions
3. Mobile Codes
4. Video
1. Sample file
available
2. OK Files in Use
88
Trading Partner Use Testing

Photos meet goodness and technical specification

Video meet goodness and technical specification

Consumer related content accuracy goodness ?
89
Maintaining Compliance



OK BSA Participating Members will add and / or
change records as they see fit in accordance with the
guidelines.
If a Participating Member has a problem he or she can
use the OK BSA Contact Directory to contact the
supplier directly or notify OK BSA
Each year Participating Members will send a file or a
link to the file to OK BSA.
90
What Does the Industry Want from
me?

Support the standards activity
 With
your check - $400 plus $1 per SKU
 Encourage other companies to participate



Get registered – You can do it on line
Send in your list of SKU’s
Begin to use the standards
Now What?




Register with OK BSA
www.businesssolutionsassociation.com
Receive your OK BSA Groupsite registration
information
Download the template
Get Started!
92
Questions?
Dawn
Cell 732-644-8961
Now What?



Register with OK BSA
Download the template
Produce a sample file with about 50 items with
fields #1,6,9 that cover the different types of
content:
 Field
Naming
 Video
 Photo
 Mobile Codes
94
BSA Coordinator

Given Authority so they can direct questions and
new information to the appropriate person in the
organization.
95