Enabling accurate and complete flow of Information throughout the BSA Supply Chain OK BSA Introduction (Part 1) 1

This Session – 20 to 30 minutes, then Q and A  What to do  Why  The Pieces  OK BSA Process  Q and A  Session 2 is about HOW 2 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  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 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. 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

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 Content Related – Mobile Codes Operational Information Content Information 12

CPFR 13 Collaborative Planning, Forecasting and Replenishment Enhanced Content Standard Content File NEW Transactional - Moving Products Content - Driving Sales and Marketing Activity GS1 (formerly U.P.C.) Item Info Multi-Pack/Carton ID Bar Code Shipping Labels Packing Slip 13

Backward Compatibility 14  Consistent with existing Guidelines and Best Practices  Enable leveraging of the past  Path to the future 14

15  Add new content  Correct or update existing content  Relate content to specific products Basic Requirements/Needs

16  Multiple models exist  No one standard has emerged  Alignment with existing standards is poor  Best practices are not clear Rich Product Content - Problem

17  Open Standard  Can be used by ALL Rich Product Content - Solution

18 Clavis Report on eCommerce Information Quality Insight 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.”

19 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 Problems Clearly Exist

The Future Commerce Platform 20

21  Enable OK BSA companies to:  Get the right content EAN/U.P.C.  To the right person  In a form that they can use The Goal

 Reduce costs  Increase sales  Find and reach new customers  Improve service throughout the entire BSA supply chain  Support eCommerce  Support mobile applications Because Sharing Content Will 22

23 How are we going to do that?

24  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

25  Person-to-person and system-to-system communication based on standards with which OK BSA Companies will voluntarily comply. OK - BSA

26  Provides the ability to:  Develop plans, strategies, campaigns  Implement plans using digital content OK – BSA 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

27  Each OK BSA Company has a responsibility  to register with OK BSA  learn the standards  comply with the standards  designate an “OK BSA Coordinator.” Responsibility

28  Does not need to be a technical person.  Understand the need for digital content and the OK BSA program. BSA Coordinator

29  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. It Takes a Team

Goal = OK BSA Suppliers and Buyers Share Content 30 Request files from each supplier Provide files to buyers The Buyer The Supplier The Internet Compliance file in Open Standard

The Template Definition= common denominator = CSV or other file 31 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

I need descriptions of your new XYZZZ product Long, short, abbreviated or consumer copy? Without Standards there is confusion 32

What??? Standard Fields 33

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 Standard is Independent of Company, Technology and Network 34

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 Standard Fields 35

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 Standard Fields 36

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? Next Day 37

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 Multiple Records – Standard Fields 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

Hi, we are getting new products, – and we need Brand Info and GTIN, for our inventory records Operational Information – Standard Fields We have that available too. I’ll send an to Mary, she is in the OK BSA directory and she handles Inventory records 39 Hi, we are getting new products, – and we need Brand Info and GTIN, for our inventory records

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 # Reminder ! Content and Other Information 40

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 Reminder ! Other Operational Information 41

Established methods of providing product information - Network, software, portal Buying Groups, Chains, Others Some things don’t change Supplier 42

What Has Changed – WAS – Buying Groups, Chains, Others My way is different from the others Supplier 43 The details for Video, Photo, Consumer Copy, Mobile Code

Photos same size etc. Buying Groups, Chains, Others Video same - frame rate etc Consumer content - same definitions Mobile codes - same definitions etc. Supplier What Has Changed – NOW – The details for Video, Photo, Consumer Copy, Mobile Code 44

What Have I Got and/or Need? 45

Not sure what “Bullets means?” Data Field Directory 46

47 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 Match content held in internal records to OK BSA standard definitions Output CSV or Excel Preparing the Standard Content File

 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 Two Parts to Validation 48

Preparing Files 49

Preparing Files 50

 Valid EAN/U.P.C.  Field content and length  Valid URLs for video and photos Validation of Samples 51

Error Reports 52 Files will be returned with problem fields flagged

Standards 53

Field Naming – Short Name 54

Field Naming –Consumer Short 55

Photo 56

Photo 57

Video 58

Video 59

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: Mobile Codes 60

 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 Now What?

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

63 Questions?

OK BSA Registration (Part 2) 64 Enabling accurate and complete flow of Information throughout the BSA Supply Chain

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

67 3. Prepare the OK BSA Standard Content File 1. Register with the OK BSA Program 2. Attend OK BSA Starter Session 4. Validate Records 5. Maintain Compliance The OK BSA Process

Company Info Contact Info Step 1 Registration 68 Content Info 68

Company - Location (Full Address) MAC Code EAN / U.P.C. Registration - Company 69

Contact Directory 1.BSA Coordinator 2.Sales 3.Marketing 4.Merchandising 5.Logistics 6.Operations (Including Purchasing) 1.Customer content, descriptions, instructions 2.Photos 3.Videos 4.Mobile Codes 5.Product ID 6.Logistics 7.Inventory control 8.Marketing campaigns A. ResponsibilitiesB. Interests 70

List of Products with –  EAN/U.P.C.  Product Name  Manufacturer SKU #  GTIN Rich Content Provided 1.Photos 2.Customer content and Descriptions 3.Mobile Codes 4.Video OK Approved 1.Sample file available 2.OK Files in Use Company Information Level 1 Level 2 Level 3 71

Preparing Files 72

How do I tell you what I need? How do I tell you what I have? Data Field Directory & Template 73

What Have I Got and/or Need? 74

Template Field Name Field Number Details 75

Template 76

The Template Definition 77 OK Approved Sample file available OK Files in Use Common denominator = CSV or other file

Data Field Directory 78 Not sure what “Bullets” means?

The Fields Would Look Something Like This 79

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 Standards Are: 80 Independent of Company Technology and Network

81 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 Preparing the Standard File

82 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 Match content held in internal records to OK BSA standard definitions Output CSV or Excel Preparing the Standard Content File

Preparing Files 83

 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 Steps

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 categories of Content for each product DO NOT DO SPECIAL CREATION Two Parts to Compliance Review 85

 Valid EAN/U.P.C.  Field content and length  Valid URLs for video and photos Validation of Samples 86

Error Reports 87 Files will be returned with problem fields flagged

List of Products with –  EAN/U.P.C.  Product Name  Manufacturer SKU #  GTIN Rich Content Provided 1.Photos 2.Customer content and Descriptions 3.Mobile Codes 4.Video OK BSA Evaluated 1.Sample file available 2.OK Files in Use Compliance Reporting Level 1 Level 2 Level 3 88

 Photos meet goodness and technical specification  Video meet goodness and technical specification  Consumer related content accuracy goodness ? Trading Partner Use Testing 89

90  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

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

 Register with OK BSA  Receive your OK BSA Groupsite registration information  Download the template  Get Started! 92 Now What?

Cell Dawn Questions?

 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 Now What?

95  Given Authority so they can direct questions and new information to the appropriate person in the organization. BSA Coordinator