1 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

2 Enabling accurate and complete flow of content throughout the BSA Supply Chain OK BSA Introduction Rick Bushnell Jack Householder

3 Digital Marketing

4 Who Published that Report? Marketing-Tactics-Best-ROI/

5 Where Do You Get This?

6 Digital Marketing

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10 Digital Marketing – Require Standards What Product

11 Digital Marketing – Require Standards What content

12 Why Comply

13 Content Information Mobile Codes Images Videos Why Comply

14 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

15 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

16 Dirty Little Secret - Supplier I’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

17 Dirty Little Secret - Supplier Unfortunately, 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

18 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

19 Evaluation Output – 3M 19

20 Problems in RED 20

21 Problems RED – UPC, Name, Short Name 21

22 More Problems 22 Note BSA Std. Note User Field Name

23 More problems 23

24 Why Comply Value Calculator for Company to Provide and Update Product Content Files To Buyer Note: Time in hours ExcellentGoodFairPoor Best Practice Identify need for information 0.25 Contact Buyer Research request Contact person needing the information Determine how information can be exchanged Contact Buyer IT Contact Internal IT Provide transaction file OTHER Task ???? ? Filter unwanted information Time (hours) Total0.55 Number of suppliers per month Time per month (hours) Cost per hour (Fully Loaded Cost) $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

25 What OK BSA Does……  Checks your data format against approved BSA Industry Standards  Removes redundancy  Eliminates additional staff work!

26 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 26

27 Standards Reduce Costs Value Calculator for Company to Provide and Update Product Content Files To Buyer Note: Time in hoursExcellentGoodFairPoor Best Practice Identify need for information 0.25 Contact Buyer Research request Contact person needing the information Determine how information can be exchanged Contact Buyer IT Contact Internal IT Provide transaction file OTHER Task Filter unwanted information Time (hours) Total0.55 Number of suppliers per month Time per month (hours) Cost per hour (Fully Loaded Cost) $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

28 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

29 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.

30 Best Practices - Guidelines

31  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

32 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

33 The Template Definition OK Approved Sample file available OK Files in Use Common Denominator = CSV or other file Field Number Field Name EAN / U.P.C. Product Name Short Name Product Title Manufacture's SKU # Photo Photo Description Consumer Copy-Long Consumer Copy- Bullets Product Data FieldName of Field 1EAN / U.P.C. 6Product Name 7Short Name 8Product Title 9Manufacture's SKU # 38Photo 39Photo Description 46 Consumer Copy-Long 47 Consumer Copy-Bullets

34 Field Name Preceded by Field Number 1 EAN / U.P.C. 6 Product Name 7 Short Name 8 Product Title 9 Manufacture's SKU # 12 Consumer Purch Unit 38 Photo 39 Photo Description 40 Video 41 Video Description 44 Product Long Description 45 Customer Copy - Short 46 Customer Copy - Long 47 Customer Copy - Bullets Standard is Independent of Company, Technology and Network

35 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 number 1 EAN / U.P.C. 6 Product Name 7 Short Name 8 Product Title 9 Manufacture's SKU # 12 Consumer Purch Unit 38 Photo 40 Video 44 Product Long Description 45 Consumer Copy-Short 46 Consumer Copy-Long 47 Consumer Copy-Bullets Facilitates Human to Human and System to System Understanding

36 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 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

37 Established methods of providing product information - Network, software, portal Buying Groups, Chains, Others Some Things Don’t Change Supplier

38 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 The details for Video, Photo, Consumer Copy, Mobile Code

39 Meeting the Technical Standard

40 BSA Web Site Support

41 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 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 Description Product Data

42 Preparing Files FieldName of FieldSizeTypeDescriptionExample 1EAN / U.P.C.13/12nSee Note #1 6Product Name80a/nPrimary Description See Note #9 7Short Name27a/nShort: See Note #9a 8Product Title150a/nNot extension of Field 6 Note #9b 9 Manufacture's SKU # 20a/n Mfg. Item Number Use OPIDS Std - MAC DPR Consumer Purch Unit 2a/n ea=each, yd=yard, ft=feet (OPIDS Std) 36Color3nOPIDS Standard 37Generic Size & Use determined by Trading Partners CONTENT 38Photo URL Containing Photo Standard 39Photo Description80a/nSide, Top, Group etc. 40Video URL Containing Video Standard 41Video Description80a/n Safety, How to use - Kids, How to service 42Mobile Code URL Containing Mobile Standard 43Mobile Description80a/n Nature of the deal, kind of support info 44 Product Long Description 400a/nSee "Field Naming" 45 Consumer Copy- Short 500a/nSee "Field Naming" 46 Consumer Copy- Long 1000a/nSee "Field Naming" 47 Consumer Copy- Bullets 1500a/nSee "Field Naming"

43 Field Name Preceded by Field Number 1 EAN / U.P.C. 6 Product Name 7 Short Name 8 Product Title 9 Manufacture's SKU # 38 Photo 39 Photo Description 40 Video 41 Video Description 42 Mobile Code Match content held in internal records to OK BSA standard definitions Output CSV or Excel Preparing the Standard Content File

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

45 Actual Compliance File Example INPUT DATA HERE….STARTING IN CELL A7 Input Expected Prefix below: Esselte ESS BSA Standard Label EAN/U.P.C.Product Name Manufacture's SKU # User Field Namesbar code Record Line Number FOLDER,HOT POCKET,ASTESS FILE,13PKT EXP POLY,NVBE FILE,13PKT EXP POLY,SMK CASE,CARRY,26PKT,SMK FILE,BOX POLY DSKTP,BK FILE,PORTBLE,PORTAFILE,BK FILE,7PKT SWIRL POLY,BE FILE,13PKT SWIRL POLY,BE CASE,CARRY POLY SWIRL,BE PROTECTOR,SHT,LTR,STD,CLR FILE,CARD,PLAS,3X5,BK FILE,10X12,A-Z,BANKERS FILE,CARD,PLAS,4X6,BK FILE,CARD,PLAS,5X8,BK CARD,GRID INDEX 3X5,WHT FOLDER,FILE,LTR,30/PK,AST FILE,13PCKT,EXP,SLDCVR,BK FOLDER,PSBD,6SEC,LTR,GN FOLDER,PSBD,6SEC,LTR,LBE FOLDER,PSBD,4SEC,LTR,ERRD02611

46  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

47 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 Codes 4.Video OK BSA Files Evaluated 1.Sample file available 2.OK Files in Use Compliance Reporting Level 1 Level 2 Level 3

48 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

49 Questions?