Transcript www.gs1.org

GS1 Industry & Standards Event
March 21-25, 2011 – Brooklyn, NY
Creating value together with global standards
B2C Digital Coupons Information and Input
Session
0900 – 1700
Who May Attend (Everyone)
Jean-Luc Champion (GSMP Process)
Cameron Green (Industry Engagement)
Dipan Anarkat (Technology Management)
Sponsored by
Anti-Trust Caution
GS1 and the GSMP operate under the GS1 anti-trust caution. Strict
compliance with anti-trust laws is and always has been the policy of GS1.
The best way to avoid problems is to remember that the purpose of the
committee is to enhance the ability of all industry members to compete more
efficiently.
This means:
– There shall be no discussion of prices, allocation of customers, or
products, etc.
–
If any participant believes the group is drifting towards an impermissible
discussion, the topic shall be tabled until the opinion of counsel can be
obtained.
– The full anti-trust caution is available in the Community Room if you
would like to read it in its entirety
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Meeting Etiquette
Meetings will begin promptly at
designated start times
Avoid distracting behaviour:
• Place all mobile devices on silent mode
• Avoid cell phones
• Avoid sidebar conversations
Speak in turn and be respectful of others
(=> Especially as there are people on the phone)
Be collaborative in support of the meeting
objectives
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Agenda
0900-10:45 Digital Coupons Update
-
What are Digital Coupons?
How GS1 Standards can help?
GSMP Process
1400-1730
-
Work Group Setup and Input
Work Group Charter
Scope and outputs
Working Methods
Next steps and actions
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What are Digital
Coupons?
Cameron Green (GS1)
Defining Digital Coupons / Offers
A digital coupon is a coupon that traverses the
full coupon process without the requirement to
manifest as “paper” or in other hard-copy form
• Digital coupons can be stored and presented via numerous
digital devices
• The transmission of digital coupons from one step to another
may occur physically, electronically, or a combination of the
two
• Mobile coupons are digital coupons received, authenticated
and redeemed via consumer mobile devices
Digital coupons do not involve consumers
presenting paper at redemption
From the ACP Digital Coupon Guidelines – Dec. 2008
6
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Today’s Digital Coupon Landscape
Retailers
Brands
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Consumers
7
Digital Coupon Example: Japan
iButterfly
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Digital Coupon Proposed Ecosystem
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How can
Standards Help?
Cameron Green (GS1)
Why are digital coupon standards
important to Kraft
Don King (Kraft)
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Why Standards
- Difficult to implement btw brands and retailers (most
implementations today closed loop)
- The distribution process is different than paper
- Rules for management, access, technology requirements (handsets)
- The redemption process is different than paper
-
Authentication/auditing of offer
Multiple ways to communicate btw handset and POS
- All players need guidance to ensure:
- Interoperability
- Good consumer experience
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GS1 Standards Enable
• Multinational Brands can execute offers in the same way in multiple
countries and with multiple retailers
• Mobile Industry and Solution Providers need a baseline and one
standard to implement rather than multiple
• Multinational Retailers can accept offers in the same way in multiple
countries
• Consumers will have more commonality and better experience at
POS
• Takes costs out of the coupon supply chain at all levels
• Digital Coupons can be better integrated with other digital
applications/solutions (Extended Packaging, Self Scanning,
Shopping lists, mobile payment)
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Potential Standards….
... To enable digital coupons
• Identification: GTIN, GLN, GSRN...
(to identify products locations, and services)
• Attributes: expiration date, number of uses, discount...
(to make data accurate between all partners)
• Messaging/Processes: EDI, eCom, GDSN
(Electronic communications and synchronisation)
• POS Integration: Barcode, Radio Frequency, Loyalty....
(How to ensure handset to POS system compatibility)
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Phased Approach : start with
foundational
Phase 1 : Identification, Attributes, and General Process
Standard ID for Offer, Offer Attributes, and guidance for linkage with
other ID keys (product, location...)
Phase 2 : Messaging/Processes
Standard for how to communicate information between stakeholders
Note :
• Need and priority for the next phases will be re-evaluated in the end of each phase in considerations of
new industry learnings
• After phase 1, decide if more foundational standards are needed for consumers to connect with the
POS system (POS Integration phase )
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© 2011 GS1
GSMP
The Process:
A Flexible Framework
Jean- Luc Champion (GS1)
Objective
Provide an understanding of GSMP:
• The role of Industry Engagement and Standards
Development
• The Standards Development organizational framework
• How a Work Request becomes an approved standard
• The value of participation
• How to get involved
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The New GSMP
GS1 Systems Development
GS1 Industry Engagement
GSMP Community
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What is GSMP?
The global forum for users to bring business needs that
require standard based solutions to create a more
efficient Supply Chain
Provides a comprehensive set of methods and process
governance allowing GS1 Community and affected
industry groups to submit their needs and lead in the
creation of globally agreed standards and guidelines
A Standards Development & Delivery Service to
deliver against expectations
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A Clear Foundation of Principles
and Governance
1
4
2
3
Management
Board
Board Committee
For Standards
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GSMP Governance and Support
Structure
The Governance Support groups consist of the following bodies:
GS1 Management Board
Board Committee for Standards (BCS)
Architecture
Group
Process Oversight
Committee
(GS1 Staff)
Technical Standards Committee
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Central
Operations
GSMP Standard Development
Structure?
Working Groups fall under one of the
following types:
Standards Maintenance Groups
(SMG): Standing working groups composed of
business process and GS1 standards experts
•
Intended to provide continuity of expertise, as
well as to respond rapidly to requests for
small changes. SMGs participate in both
requirements analysis and system
development (Steps 2 and 3 of theWorking
GSMP
Process).
Groups
Mission-Specific Working Groups
(MSWG): Formed to work on
Development Work Requests or
GSMP initiatives - are closed upon
completion of the solution.
Standards Maintenance Groups (SMG)
BarCode
Data
Accuracy
eCom
Event
Sharing
GDS
GPC
Identification
Traceability
RFID
Software
RFID HF
GS1 Staff: Data Standardization,
Global Data Dictionary (GDD), GS1 XML Technical User Guide
Mission-Specific Working Groups (MSWG)
Combined Development
Group (CDG)
Requirements Development
Group (RDG)
Standards Development
Group (SDG)
Guideline Development
Group (GDG)
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RFID UHF
The GSMP Process
A Flexible Framework
The ‘New’ GSMP
•
A “cradle to grave” process - Statement of Business Need, followed by Requirements,
Development and Deployment.
1
Statement
of Business
Need
•
2
3
4
Requirements
Analysis
System
Development
Deployment
Well defined and flexible framework - supports work initiated from understanding the
needs of the community:
– TYPICAL: (IUG & Community Members)
– ALSO: (MOs & Industry Associations)
•
Efficiency in Speed to Market; taking some time out of the process while protecting
the integrity of the standard by ensuring ‘due process’ for the community as
guaranteed in GSMP
•
Intellectual Property protection ensured
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The GSMP Process
A Flexible Framework
Association, an MO
identify business need
and potentially,
requirements
IE vets the SBN and other
supporting materials
(requirements) from an
association, and MO, etc
Step 1
Statement of
Business Need
WR
Central
Operations
Central
Operations
&
POC
Development WR
MSWG
Inbound Sources:
GS1 Industry User Groups
GS1 Community Members
Member Organizations
Industry Associations
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1
4
2
3
Industry
Engagement
MSWG vets Requirements
and other supporting
materials (requirements)
from an association, and
MO, etc
Step 2
Requirements
Analysis
GSMP Standards
Development
GSMP Steps 2, 3, 4
GSMP 4 Step Process
1
Statement
of Business
Need
4
2
Deployment
Requirements
Analysis
3
System
Development
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Work Requests (WR)
4
2
3
Entry point into the GSMP
process
Transparency and visibility
throughout the whole
process
Development WR
Development WR
WR
Central
Operations
SBN
Central
Operations
&
POC
Maintenance WR
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Charter
W
Knobs
Work
Groups
Standards
Maintenance
Groups
1
The 4-Step Process
Starts Here!
4
3
Industry Engagement
Individual Companies
Member Organisations
Work Request entered
into the GS1 WR System
Industry Association
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1
Step 1:
Statement of Business Need
4
2
3
Is the business
problem being
addressed by
another work
effort? Is there
an existing
solution?
Is the
business
WR problem
explanation
compete and
understood
What is the
level of
complexity?
Central
Operations
Does it affect
backward
compatibility?
Will this
request
affect
multiple
GSMP
Groups
Is the work
effort
Maintenance
or
Development
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Step 1:
Statement of Business Need
Is the request
related to an
existing IUG or a
new Industry or
sector
WR
Central
Operations
Is the
business WR
Development
problem
explanation
complete and
understood
Is the
request
technology
specific
2
3
Who will
benefit
and how ?
Which MO’s
support this
request
Industry
Engagement
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Is the
request
globally
applicable
1
Step 1:
Statement of Business Need
4
2
3
No
Development WR
WR
Industry
Engagement
Central
Operations
Does
Industry
Support
this?
SBN
Yes
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IE Communicates
to Submitter and
closes WR
1
Step 1:
Statement of Business Need
4
2
3
Development WR
WR
Industry
Engagement
Central
Operations
Maintenance WR
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Central
Operations
& POC
MSWG
SMG
Step 2:
Requirements Gathering
1
4
• Analyze requirements across all standards types
• Business Requirements Analysis Document (BRAD) is
developed
• Public Review
Gather and
Analyze
Requirements
BRAD WO
Complex
Reviews:
• Community
• Architecture
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3
Step 3:
System Development
1
4
2
3
• The BRAD is used as input to development
• SMG or Work Group develops the Standard
• Community and IP Reviews
Development
Prototype or
Pilot
(Optional)
Draft
Standards
Reviews:
• Community
• Architecture
IP Review
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Step 4:
Deployment
4
2
3
• Additional Collateral
•
Webinars / Training / Newsletters / Bulletins
• Conformance and Certification
• Impact Analysis
• Community Vote via eBallot
• Ratification by Management Board (via BCS) and POC
Standards
Confirm
Additional
Collateral
Implementation
Plan and
Impact Analysis
eBallot
Ratification
Collateral
Material
IP
Review
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© 2011 GS1
BCS
POC
GSMP Complex WO
4-Step Process Milestones
Step 1
Business Need
Step 2
Requirements
Step 3
Development
Community
eBallot
Step 4
Deployment
Community
eBallot
BMS
SBN
Working
Group
Charter
POC
Approval
Industry Engagement
BRAD
Reviews
BSD
Reviews
• Community
• Architecture
• Community
• Architecture
GSMP Working Group
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TSD
IP Review &
Ratification
Ratified
Standard
GSMP Digital Coupons
Work Group Charter
Jean- Luc Champion (GS1)
Mission Specific Working Group
Charter
Executive Description
This group is being formed to develop a standard
identification and attributes for digital coupons.
It is a requirement that digital and traditional coupon
offerings be aligned at an architectural level
therefore experts from traditional and digital fields
are required to participate.
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Mission Specific Working Group
Charter
Scope
1) to define solutions for coupon identification to
support the business needs to develop attributes
for coupon description (ex. Valid products, and
valid locations)
2) to describe the end-to-end digital coupons process
(including actors)
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Mission Specific Working Group
Charter
Deliverables (1 of 2)
 A definition of the coupon process as it applies to digital information
(data) transfer
 How to identify a digital offer throughout the coupon lifecycle (Setup
and Communication, Discovery and Acquisition, Presentment,
Validation and Redemption, and Reconciliation)
 How to communicate (attributes for) additional information about the
offer such as: Coupon Campaign, valid products, valid locations,
expiration date, number of uses, face value, additional terms &
conditions, etc.
 How to define the data and data structure of any offer definitions
that will be used through the digital coupon redemption process to
establish the validity and business rules for validation
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Mission Specific Working Group
Charter
Deliverables (2 of 2)
 How to define the data and data structure (independent of data
carrier – barcodes, NFC, etc) of any presentment means between
consumer and POS that will be used through the digital coupon
redemption process.
Note: data carrier is required for some processes and thus must be
defined and standardised as part of project
 How to define the data and data structure of redemption definitions
that will be used through the digital coupon redemption process to
establish that a redemption has occurred.
 What is the minimum data that must be communicated at each step
of the coupon process
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Mission Specific Working Group
Charter
Timeline
Q1: Requirements gathering (BRAD)
Q2: Standard development (focus on Identification and attributes)
Q3: Standard publication
Q4: Guidelines and/or deployment material defined and drafted
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Mission Specific Working Group
Charter
Timeline
- Forming the group
(meet quorum of 6/6/6 - 18)
- Business Requirement submission
- Business Requirement approval
(Community Review & eBallot)
- Solution development
- Standards publication
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Scope and Outputs
Scott Gray
Cameron Green
Dipan Anarkat
The “What” and “How” of
AIDC Application Standards
What?
•
•
•
•
Application definition (scope)
Identifiers (GS1 Keys or attributes) required or optional
Data Carrier choices and specifications
Rules
• Key Allocation
• AIDC Validation
• Symbol Placement Rules
How?
•
•
•
•
•
Business Requirements
Requirements to Identifier mapping
Carrier to Operative Scanner Environment mapping
Identifier versus carrier trade-offs and selections
Rules established
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Existing versus New Standards
Existing Application
•Greatest benefit with least
disruption
•Is the change…
• Backward compatible or
otherwise justified with
migration planning?
• Interoperable across
required technologies
• Balanced impact across all
affected parties/regions
New Application
•Well defined scope and
terminology
•New Key?
•New Carrier?
•New Operative Scanning
Environment?
•New Rules?
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1
Standards Output
4
2
3
WR
Barcodes &
Identification
GSCN
GS1
General
Specification
(update)
Digital Coupons
Process
Business
Process
Standard
GS1
Digital
Coupons
Standard
Business
Requirements
&
Analysis
Document
(BRAD)
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© 2011 GS1
Working Methods
Jean- Luc Champion (GS1)
Our Methodology
1. Describe the business scenario(s)
2. Establish process boundaries
3. Gather Business Requirements
1. Compile into list
2. Agree upon list (team consensus)
3. Review to assure clarity and understanding
4. Transcribe into the BRAD document
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Business Scenarios
Scenarios are needed to establish CONTEXT
Questions to be considered when describing
scenarios
1. What is the starting point?
2. What is the end point?
3. Who are the supporting roles?
4. Where is a coupon read/scanned?
5. Who is performing the coupon read/scan?
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A Simple Illustration
This example was used by the AIDC Application Standard For HG team
Manufacture
Distribution
From: Finished Goods
Care Facility
To: End of Treatment
These are the boundaries
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A more complex one
(Logistics Interoperability
Model)
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Digital Coupon Proposed Ecosystem
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Business Requirement Gathering
A template is used to capture and analyze
business requirements
Gather Business Requirements (as-is)
“I……NEED…..BECAUSE”
Define Business Terms
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Step 2 - Drill Down
*
Gather
Business
Requirement
Analyze
Business
Requirements
*We will use templates
to manage the work
and provide an audit trail
*
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© 2011 GS1
Develop
A
BRAD
Step 2 - Drill Down
“I-Need-Because” Rules
Business
Requirements
Template
Gather
Business
Requirement
Business
Requirements
Master List
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© 2011 GS1
“I…Need…Because” Rules
1. Only one “I” may be used for a single business requirement
2. “I” is the role/actor in the supply chain where the need is
required (e.g. manufacturer, Wholesalers, Distributor, Retailer)
3. Only one “Need” may be used for a single business requirement
4. Only one “Because” may be used for a single business
requirement. The “Because” is the rationale for the requirement
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© 2011 GS1
I need…because…
I need shoppers to reach extended packaging
information …
…because the information is dynamic or will not fit on the
package
We do not specify solutions in requirements like:
I need GTIN because I want to find extended packaging
information
AIDC data mapping comes later
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© 2011 GS1
I need…because…
I need to meet retail POS needs but also
regulations for more AIDC information…
…because both are needed on the package
We do not specify solutions in requirements like:
I need GS1 DataMatrix because I want a bar code that
carries everything
AIDC data carrier selection comes later
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Gather Business Requirements
- Drill Down
“I-Need-Because” Rules
Business
Requirements
Template
Submit
Business
Requirements
Each Contributor
Single List
Business
Requirements
Compile
Master List
Modeler
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Business
Requirements
Master List
Step 2 - Drill Down
Criteria For Good Business Requirements
Vetting Process
Business
Requirements
Master List
Analyze
Business
Requirements
Approved
Business
Requirements
B2C DC MSWG
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© 2011 GS1
Criteria – Good Business
Requirement
1.
2.
3.
4.
5.
6.
7.
8.
Roles (supply chain actors) are identified
Rationale is provided
Wording is clear and unambiguous
Wording can be understood by everyone, not just
subject matter experts
Is within the scope of work
Is a global requirement
Does not identify a solution
Is not a recommended best practice
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Analysis Process
1.
2.
3.
4.
5.
Analysis may result in one of the following:
Identical/similar requirements may be grouped into a
single requirement
Analysis of one requirement might add or split the
requirement into two or more requirements for clarity
and understanding
Bad requirements (not meeting our scope or rules)
will be deleted or placed on the parking lot, as
appropriate, and closed
Good requirements will be approved and closed
When a requirement is fully vetted (closed and moved
to the appropriate sheet, it will not be open for further
analysis
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© 2011 GS1
Step 2 - Drill Down
GS1 Architecture Principles
GDD
Approved
Business
Requirements
BRAD Template
BCD (from step 1)
Develop
A
BRAD
Approved BRAD
B2C DC MSWG
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Develop A BRAD - Drill Down
AG Principles
GDD
BRs
Template
BCD
Prepare
BRAD
Motion To Progress
Approve
BRAD
2 week lead time
Complete
AG
Presentation
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Approved
BRAD
Business Requirements Template
Updated
Managing Multiple Bar Codes ID WG
Created: August 19, 2009
Business Requirements Template
TEMPLATE
I
Number
NEED
BECAUSE
Business Requirement (WHAT?)
Rationale (WHY?)
Status
Role (Who?)
After Gathering & Work Group Analysis
3 CHOICES:
• Approve
• Delete
• Parking Lot
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Source
WG Remarks
BRAD Contents
Business Requirements Analysis Document (BRAD)
For Blood Derivatives
BRAD Release: #.#.#, Blood Derivatives Work Group
Date: xx July 2009, Version 0.0
Executive Overview
Acknowledgements
References
Scope
General Definitions
Business Process Analysis
Business Rules & Requirements Analysis
Structured Business Scenarios
Business Object Analysis
Conceptual Solution (Examples)
Implementation Considerations
Test Scenario Summary
Adherence to Architectural Principles
Glossary
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Next Steps and
Actions
Jean- Luc Champion (GS1)
Quorum Development
Who is registered so far:
 10 MO’s
 1 Manufacturer
 2 Retailers
 2 Service Providers
GSMP MSWG rules says 6/6/6 – 18.
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How to register
http://www.gs1.org/gsmp/participation
Participating in GSMP is easy!
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How to register
Step 1: GS1 Community Room Account (c-Room)
Question: Is my company registered in the GS1 Community Room?
If you don't know Click here for a list of participating
companies
Answers:
Yes - Go to the next step
No - Go to the GS1 Community Room company
registration page
Question:
Do I have an account in the GS1 Community Room?
If you don't know Click here to find out
Answers:
Yes - Go to Step 2
No - Go to the GS1 Community Room registration
page to register and receive your username and
password
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Step 2: GS1 Intellectual Property Policy (IPP) For More information on the GS1 IP Policy and
Opt-In documents Click Here
Question:
Has my company signed an IP with GS1,
EPCglobal or MobileCom?
If you don't know Log into C-Room, Click on
Your Company Name, view the IPP status
Answers:
If Yes, which policy did your company sign:
GS1 IP - go to next step
EPCglobal - sign here
GS1 MobileCom - sign here
No - click here to sign the GS1 IP Policy
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How to register
Step 3: Join a GSMP Working Group (all GSMP
working groups and SMGs)
Action :
Go to the GSMP Groups Webpage to review all groups
available to join and their respective requirements to
join. Click on the Join Group link.
Question:
Has my company signed the group Opt-in agreement or the
Automatic Opt-In?
Answers:
Yes - Your request will be accepted
No - You will receive an email with a link to the Opt-In
agreement to be signed or click here to view a list of all
working groups with links to Opt-Ins
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What Can Be Shared
Status
No IPP GSMP Communications
Global Agenda
Industry Engagement Team work in progress (if a member of
the group)
GS1 Standards
IPP
All of the above, plus:
Community Review documents
Community eBallots
Opt-In
All the above, plus:
work in progress
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Content Management
GSMP B2C Digital Coupons MSWG
http://community.gs1.org/apps/org/workgroup/gsmpb2cdcmswg/
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Meetings
 The WG is responsible for scheduling meetings to
accomplish its work. Sessions are defined as face-toface or physical meetings and teleconferences.
 Face-to-face meetings will occur at the behest of the
group, will cover 2 or 3 days per meeting and will be
held in order to speed up the work as much as
possible.
 Face-to-face meetings will be arranged in GS1 GO
locations: Brussels, Belgium or Princeton, NJ, USA
or may be hosted by participant companies or Member
Organizations.
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Teleconferences
 Teleconferences will occur every 2nd & 4th Thursday
of the Month from 0830–1100 EST / 1430-1600 CET.
 A kick-off teleconference or physical meeting will be
scheduled as soon as the group has been formed.
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Co-Chairs (2)
The responsibilities of the Co-Chairs of any GSMP group are as
follows:
 •
Ensure that the group fulfills its mission.
 Develop and/or review the agenda for group meetings, in
consultation with the Group Facilitator
 Lead the conducting of business in group meetings
 Work to resolve conflicts that arise during group discussion
 •
Make best effort to attend every group meeting (at least one CoChair must be present at every meeting)
 Recommend the appointment of additional group leadership
positions, subject to confirmation by a motion of the group
 Represent the group in interactions with other groups, including
Governance Groups
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Contact Details
GS1 Global Office
Avenue Louise 326, bte 10
B-1050 Brussels, Belgium
T + 32 2 788 78 00
E [email protected]
W www.gs1.org
GS1 Belgilux:
GCN example
(possible solution) for
different types of
vouchers
GCN : Global Coupon Number
GS1 Company Prefix
Coupon Reference
Number
N1 N2 N3 N4 N5 N6 N7 N8 N9 N10 N11 N12
Check
digit
Serial number
(optional)
N13
X1 … X16
variable length
Allocated by a
GS1 organisation
Allocated by the
coupon issuer
the coupon issuer
can represent the
consumer ID or
unique voucher
ID
Serialized coupon numbers are crucial for digital coupons to trace consumers,
to understand shopper behavior, for shopper segmentation
The GCN allows to launch individual promotions (direct marketing). With the
Coupon DP: coupon clearing and fraud prevention
Creating value together with global standards
© 2011 GS1
Different types of ‘vouchers’
Personalized coupons
(XX) 5410000123459ABX001 : coupon ID
(17)090914 : expiry date
(3902)075 : value in €
Creating value together with global standards
© 2011 GS1
Different types of ‘vouchers’
Meal vouchers
(XX) 5410000123459ABX001 : voucher ID
(17)090930 : expiry date
(3900)6 : value in €
(xx)5410000123459ABX001 (17)090930(3900)6
Creating value together with global standards
© 2011 GS1
Vouchers linked to the usage
of payment cards
VISA voucher
 GCN could be a
solution
Creating value together with global standards
© 2011 GS1
Vouchers linked to the usage
of payment cards
American Express
voucher
Creating value together with global standards
© 2011 GS1
Other vouchers
EANDIS voucher – custiomer loyalty , value of 150 €
Eco voucher
Voucher linked to the loyaldy card eg DELHAIZE
voucher of -5 €.
...
Creating value together with global standards
© 2011 GS1
Advantages of the GCN
• One single coupon solution
• Faster and more accurate clearing
• Direct tracing of coupon issuer (GCP)
• Solution for all types of ‘vouchers’ (meal, gift, eco, high value
vouchers,...) in paper and digital format.
• Combined with the coupon DP:
•Supports all types of coupons (eg. %)
•Supports all additional coupon data
•Fraud prevention
•Increased efficiency at the POS + consumer satisfaction
•Dematerialisation of coupon if combined with GS1 DataBar
Creating value together with global standards
© 2011 GS1