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This Session – 45 minutes, then Q and A
Understand:
Why Your Company Should Participate
How Your Company Can Drive Down Costs
BSA Standards and Best Practices
What your company is expected to do
Learn about composing more effective copy content
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Enabling accurate and complete flow of content throughout the BSA Supply Chain
OK BSA Introduction
Rick Bushnell Jack Householder
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Digital Marketing
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Who Published that Report?
http://www.emarketer.com/Article/Which-Content-Marketing-Tactics-Best-ROI/1009706
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Digital Marketing
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Digital Marketing
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Digital Marketing
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Digital Marketing
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Digital Marketing – Require Standards
What Product
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Digital Marketing – Require Standards
What content
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Why Comply
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Content Information
Mobile
Codes
Imag
es
Videos
Why Comply
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Dirty Little Secret - Wholesaler
Yes, even just a simple character count would be helpful. You would not believe how often descriptions are too long.
Name withheld to protect the
guilty
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Dirty Little Secret - Wholesaler
Improved content?...Suppliers do not even have the right U.P.C. s matched to the right product!
Name withheld to protect the
guilty
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Dirty Little Secret - SupplierI’m hopeful UPC’s are correct – but I can’t be 100% at this point. We’ve had various folks maintaining this data over the years, and in a variety of places....Unfortunately, updates haven’t always been made in all respective places.
Name withheld to protect the
guilty
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Dirty Little Secret - SupplierUnfortunately, our item descriptions are internal in nature, as they’re pulled directly from our operating system. If these require further modification down the road, that will have to be a separate project.
Name withheld to protect the
guilty
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Dirty Little Secret - Supplier
Our operating system only allows for so many digits – hence the check digits themselves are omitted. That’s why we’re forced to house the data in various other forms and places. I can’t wait until we invest in a content management software program!!!
Name withheld to protect the
guilty
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Evaluation Output – 3M19
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Problems in RED20
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Problems RED – UPC, Name, Short Name21
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More Problems22
Note BSA Std.
Note User Field Name
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More problems23
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Why Comply Value Calculator for Company to Provide and Update Product Content Files To Buyer
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 Buyer 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 Buyer IT 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
OTHER Task ? ? ? ? ?
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 (Fully Loaded Cost) $35 $35 $35 $35 Total $35
Cost to Obtain information $273 $399 $441 $896 $2,009 $616
Total cost per month $2,009
Total cost using Best Practice $616
Total Savings $1,393
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What OK BSA Does……
Checks your data format against
approved BSA Industry Standards
Removes redundancy
Eliminates additional staff work!
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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
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Standards Reduce Costs
Value Calculator for Company to Provide and Update Product Content Files To Buyer
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 Buyer 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 Buyer IT 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
OTHER Task
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 (Fully Loaded Cost) $35 $35 $35 $35 Total $35
Cost to Obtain information $273 $399 $441 $896 $2,009 $616 Total cost per month $2,009 Total cost using Best Practice $616 Total Savings $1,393
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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
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OK BSA Roadmap
1• Define and publish basic rich product
content standards.• Align and expand basic operational
content standards.
2• Define and publish advanced rich
product content standards.
• Focus on data exchange best practices
3• Define and publish non product content
standards.• Focus on content marketing best
practices.
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Best Practices - Guidelineshttp://www.insightu.org/bsa/index.htm
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Content Management Committee Standards and Best Practices OK BSA - Company
Coordinator Directory
Point of Contact Information Available
Education Sessions Field Definitions and File Template
Pieces to the OK BSA Puzzle
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Goal = OK BSA Suppliers and Buyers to Share Content
Request files from each supplier
Provide files to buyers
The Buyer
The Supplier
The Internet
Compliance file in Open Standard
Compliance file in Open Standard
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The Template DefinitionOK Approved Sample file availableOK Files in Use
Common Denominator = CSV or other file
Field Number 1 6 7 8 9 38 39 46 47
Field Name EAN / U.P.C.
Product Name
Short Name
Product Title
Manufacture's SKU # Photo Photo
DescriptionConsumer Copy-Long
Consumer Copy-Bullets
Product Data Product Data
Field Name of Field
1 EAN / U.P.C.
6 Product Name
7 Short Name
8 Product Title
9 Manufacture's SKU #
38 Photo
39 Photo Description
46 Consumer Copy-Long
47 Consumer Copy-Bullets
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Field Name Preceded by Field Number1 EAN / U.P.C. 6 Product Name7 Short Name8 Product Title9 Manufacture's SKU # 12 Consumer Purch Unit 38 Photo39 Photo Description40 Video41 Video Description44 Product Long Description45 Customer Copy - Short46 Customer Copy - Long47 Customer Copy - Bullets
Standard is Independent of Company, Technology and Network
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I need the name of your new
XYZZZ
Name - field 6, Short,- field 7, or consumer copy fields 44,
45, 46, 47?
BSA Standard - Field Name preceded by Field number1 EAN / U.P.C. 6 Product Name7 Short Name8 Product Title9 Manufacture's SKU # 12 Consumer Purch Unit 38 Photo40 Video44 Product Long Description45 Consumer Copy-Short46 Consumer Copy-Long47 Consumer Copy-Bullets
Facilitates Human to Human and System to System Understanding
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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
U.P.C. and Manufacturer SKU
Field Number 1 6 7 8 9 38 39 40 41 42
Field Name EAN / U.P.C. Product Name
Short Name
Product Title
Manufacture's SKU # Photo Photo
Description Video Video Description
Mobile Code
Product Data Product Data
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Established methods of providing product information - Network, software, portal
Buying Groups, Chains, Others
Some Things Don’t Change
SupplierSupplierSupplierSupplier
38Photos same size etc.
Buying Groups, Chains, Others
Video same - frame rate etc
Consumer content - same definitions
Mobile codes - same definitions etc. Supplier
SupplierSupplierSupplier
What Has Changed The details for Video, Photo, Consumer Copy, Mobile Code
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Meeting the Technical Standard
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BSA Web Site Support
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3. Prepare the OK BSA Standard Content File and evaluate the results
1. Register with the OK BSA Program
2. Attend OK BSA Starter Session
4. Add Content as it becomes available
5. Maintain Compliance
The OK BSA Process
Field Number 1 6 7 8 9 38 39 40 41 42 43 44
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 Long
DescriptionProduct Data Product Data
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Preparing FilesField Name of Field Size Type Description Example
1 EAN / U.P.C. 13/12 n See Note #1 6 Product Name 80 a/n Primary Description See Note #9 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 Use OPIDS Std - MAC DPR2936
12 Consumer Purch Unit 2 a/n ea=each, yd=yard, ft=feet (OPIDS
Std) 36 Color 3 n OPIDS Standard 37 Generic Size & Use determined by Trading
Partners 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"
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Field Name Preceded by Field Number1 EAN / U.P.C. 6 Product Name7 Short Name8 Product Title9 Manufacture's SKU # 38 Photo39 Photo Description40 Video41 Video Description42 Mobile Code
Match content held in internal records to OK BSA standard definitions
Output CSV or Excel
Preparing the Standard Content File
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Valid EAN/U.P.C. Field content and length Valid URLs for video and
photos
Verification of Samples
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Actual Compliance File Example
INPUT DATA HERE….STARTING IN CELL A7 Input Expected Prefix below:
EsselteESS
BSA Standard Label EAN/U.P.C. Product Name Manufacture's SKU #
User Field Names bar code Record Line Number 1 6 9
1 078787005150 FOLDER,HOT POCKET,AST ESS005152 078787011199 FILE,13PKT EXP POLY,NVBE 011193 078787011212 FILE,13PKT EXP POLY,SMK 011214 078787011328 CASE,CARRY,26PKT,SMK 011325 078787011519 FILE,BOX POLY DSKTP,BK 011516 078787011564 FILE,PORTBLE,PORTAFILE,BK 011567 078787011588 FILE,7PKT SWIRL POLY,BE 011588 078787011632 FILE,13PKT SWIRL POLY,BE 011639 078787011670 CASE,CARRY POLY SWIRL,BE 01167
10 089612011857 PROTECTOR,SHT,LTR,STD,CLR 0118511 078787013513 FILE,CARD,PLAS,3X5,BK 0135112 078787013650 FILE,10X12,A-Z,BANKERS 0136513 078787014619 FILE,CARD,PLAS,4X6,BK 0146114 078787015814 FILE,CARD,PLAS,5X8,BK 0158115 078787020351 CARD,GRID INDEX 3X5,WHT 0203516 078787020863 FOLDER,FILE,LTR,30/PK,AST 0208617 078787023277 FILE,13PCKT,EXP,SLDCVR,BK 0232718 078787026025 FOLDER,PSBD,6SEC,LTR,GN 0260219 078787026049 FOLDER,PSBD,6SEC,LTR,LBE 0260420 078787026117 FOLDER,PSBD,4SEC,LTR,ERRD 02611
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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.
Maintaining Compliance
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List of Products with – 1. EAN/U.P.C.2. Product Name 3. Manufacturer SKU # 4. GTIN
Rich Content Provided
1.Photos 2.Customer
content and Descriptions
3.Mobile Codes4.Video OK BSA Files
Evaluated1.Sample file
available2.OK Files in Use
Compliance ReportingLevel 1
Level 2
Level 3
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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
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Questions?
?
