MASS SCALE PRODUCT DIGITIZATION WITH NEXT GENERATION WEBENABLED GS1 CODES
0 likes59 views
The document discusses the introduction of the GS1 digital link, a new product coding standard that allows every physical product to connect to the web via a single code, enhancing product digitization on a massive scale. This new standard facilitates supply chain traceability and direct consumer interactions, significantly improving data collection and operational efficiencies. It aims to consolidate multiple codes into one, utilizing new internet-ready identifiers to drive consumer engagement and digital applications across the consumer product industry.
MASS SCALE PRODUCT DIGITIZATION WITH NEXT GENERATION WEBENABLED GS1 CODES
- 1. MASS SCALE PRODUCT DIGITIZATION WITH NEXT GENERATION WEB- ENABLED GS1 CODES Trillions of barcodes on consumer products around the world are set to change thanks to a new product coding standard called the GS1 Digital Link. It sounds simple, but its impact will transform the entire consumer product industry. It allows every physical product to be enhanced with an intelligent digital profile in the cloud which is linked to a single code on the label or packaging. This means products can connect to the web through their standard GS1 identifiers and brands can deliver a raft of new applications from direct-to-consumer digital services to supply chain traceability. Read on to learn how you can apply this new generation of codes for mass scale product digitization. WHITE PAPER
- 2. ExecutiveSummary GS1DigitalLink Thisnewstandard,launched July2018,makes productdigitizationpossible at massive scale.It allowsphysicalproductsto connect to the webusing anintelligentproduct identityinthe cloud. Withthe GS1DigitalLink,productscanbe scanned at point ofsaleandbyconsumersmartphone,and theycan deliverahostofnewdigitalapplicationsthanksto theirweb-connectivity. Whatdoesproductdigitizationmean? Digitaltransformationisbeingadopted acrossthe consumerproduct industry.Dataanalyticsand ecommercearechangingbusinessmodelsand enablingnewefficienciesinbusinessprocesses. But thephysicalproductsthat manufacturers,brands andretailersmake and sellhave so farplayed a limitedrole. Thephysicalproductis themostcritical asset Yourproductstoucheverypart of the business processandeveryconsumer. Digitizationmakes itpossibletogatherdatafromand about these physicalproductsastheymove throughthe supply chainfrommanufacture,to distribution,to retailand intothehandsofthe consumer. Digitizedproductsprovide adirect channelfor connectingbrandswithconsumersto gather first-partydataaswellasdelivernewcontent andservices. Atthe same time,theyhelp reduce inefficiencyinthesupplychainwithreal-time data andvisibility. Productdigitizationis themostpowerful and scalablefoundationfor digital transformation. Thevalueofdigitized products HighEngagement Consumers scanning products resultin 10 xmore engagements than frompaiddigitalads Better Engagement 23%longerdwelltimefromproduct-generated contact, with 39%moreLikes &Shares.1 OperationalVisibility End-to-endtraceability analysis is “atleast40times faster2 ” BoostIntegrity Immediatecounterfeitorgraymarketdetection usingdataanalyticsandmachinelearning 1 Source:ConsolidatedresultsfromEVRYTHNGcustomerdeployments. 2 Source:TheGlenmorangie Company Overfourtrillionconsumerproductsare manufacturedandsoldeach yeararoundtheworld, each onewitha standardGS1barcode. Nowanewgenerationof internet-ready GS1 identifiers has arrivedthatwilltakepackaging codesbeyondsupplychainand point of sale and enabledirectconsumerinteraction.
- 3. Thebigdigital‘switch-on’ hasstarted Over5billionbarcodesare scanned daily aroundtheworld–that’smore transactions thanthereareGoogle searcheseveryday. The new‘GS1DigitalLink’upgradesthis40+year-old technologyforaconnected world. Letuslookathowit works. Eachcode contains aGTINthatidentifiesthe Product SKU,optional uniqueidentifierand most importantly,aURL thatlinkstotheproduct’sdigitalidentityon theweb. Linkingthe unique symbologyonthe productwithanintelligent digitalidentityinthe cloudmeansthatconsumerscanget dynamic accesstoproductprovenance and otherproduct information,brand content and digitalservices whentheyscanthe item. TheGS1Digital Linkmeansallproductscanbeinternet-enabled POINTOFSALE SUPPLYCHAIN DIRECTTOCONSUMERAPPS UNIQUEPRODUCTURL And, becauseitis a GS1 standard, pointof sale systems andsupply chain readers can identify theproductvia thesamecodetoo. Furthermore, itmeans thatallkinds of apps can understand whattheproductis andusethis information (e.g., an allergy information app, a fitness tracking app, etc.) On topof this, brands can adddata intelligence to every productto tacklechallenges that physicalproductpackaging justcannotdeal with by itself, such as complex regulatory requirements, real-timetracking forsupply chain integrity orauthentication to detectcounterfeits.
- 4. Thereisanenormousaudience of consumer andendusersnowthat everysmartphone isa toolforinteractionand transactionwithevery product. 2billion iOSand most Android consumer smartphonesaround the world todaycannatively scanQRcodesandinteract withNFCtagswithout theneedforspecialapps.The phone’scamera automaticallyrecognizesthe 2D code and opensthe webaddressforthe product to launchaninteractive digitalexperienceorservice,determined bythe product’sdigitalidentityinthe cloud. Similarly iPhoneandAndroid smartphonescantap anNFC tagonaproductand accessthe same webaddress fortheproduct,africtionlessalternative forhigher valueproducts. Scanningcodesisawayof life.QR code scanning increasedby32%inthe USlast year3 ,and there over 8millionsnapcodesscanned everyday.InChina, 100 millionQRcodesare scanned everydayonproduct packaging,ticketsand in-store displays,withmobile paymentsviaQRcodesreaching$5.5trillionin20164 . Thistrendhasledto the majorinternet providers gettinginontheact,withthe like of Amazon(smile codes),Facebookand Spotifyallpushingtheirown proprietarycodesto drive consumerengagement. Billionsoftheworld’s smartphones and consumers areready Ithas becomeincreasingly challenging to fitmore andmoreinformation andspecialpurposecodes onto productlabels. Marketers wantto adddigital triggers foraugmentedreality experiences and campaigns. Regulators requireproductprovenance information to beboth printedandto bedigitally accessible. Andbrandprotection andcompliance requires othercoding forauthentication. Creating andprinting allthesedifferenttags is expensive, with physicalspaceon products limited. Itishard too forconsumers to findinformation with somuch crammedonto theproduct. TheGS1 DigitalLink solves theseproblems, making itpossibleforonecodeto beprintedonto a product with globaleconomies of scaleandefficiency in spaceutilization on theproduct. Wewillseean endto theproliferation of multiple codes on pack. No more1D barcodes justfor legacy supply chain apps. 2D barcodes willserveall purposes, andin timewhen POSandsupplychain apps havebeen updatedto supportthem, they areexpectedto bethedefaultcodeof choice,and extendthereach of GS1 standards to theconsumer. Makingthemostofyour packagingspaceandtheend ofproprietarycodes 3 Statista.com 4 TheEconomist SCANNABLECODESAREEVERYWHERE
- 5. Enablingapplicationsthroughthe productlifecycle Frommanufacturethroughto recycling,brand owners can providemany newdigital servicestoenhance theirproduct offeringthrough a singlecode, combinedwith intelligentdigitalidentityinthe cloud. PROVENANCE SMARTLABEL CARE INSTRUCTIONS SUBSCRIPTIONS RECYCLING INFO IN-STORE AT HOME LOYALTY RESELL PRODUCT CONTENT REWARDS VIRTUALCLOSET AUTHENTICATION SELF-CHECKOUT RECOMMENDATIONS FINDMYSIZE REORDER RECIPES OFFERS PRODUCT REGISTRATION WITHOUTLOGIN LOGIN
- 6. The4stagestoweb-enableyour productswithEVRYTHNG 1.DigitalIdentities Createdigitalidentities intheEVRYTHNG platformviaourself-servetools,andimport yourGS1identifiers. GTIN,SKUlevelorserialized (item-level),mapsto acorrespondingdigitalidentity,withQRcode and uniqueurl. SerializedIdentitiescanbe mass-generated. Connecttoenterprise systemsto build out detailed productprofilesand attributes. 2.Packaging & Printing Printproductpackagingandlabels with requiredcodeortag:either QRcode, DatamatrixorNFC tag,or acombination. EVRYTHNGintegrate withanecosystemof global packagingcompanieswho nowsupport the GS1DigitalLinkand print on-packcodeswith embeddeddigitalidentitiesat source. 1Dbarcodeswillbe phased out frompackaging asPOSsystemsare upgraded to support thisnew GS1standard.
- 7. 3.CreateConsumer Experience Buildyourwebornativeappexperience,using ourmobiledevelopertools. Decidewhat productinformationorbrandcontentisgivento userswhoscantheQRcodeonpack. Enhancewithdynamicrulesto offerdifferent contentorexperience based oncontext like geo- location,userprofile orthe time and date using EVRYTHNG’spatented IoT Redirectortechnology. Forexample,thesame QR code candeliver differentcampaignsbased oncustomerprofiles. 4.Brand Integrityand Consumer Insights Collectandleverageall thedatagenerated tohelpboostbrandintegrityandfuel your CRM initiatives. Useourcustomizable dashboardsto report on successmetrics,suchasconsumerregistrations ortotalengagement. Export datainto 3rd partyBI toolsoruseourAdvanced Analyticsand Machine Learningtoolstoidentifygraymarket orcounterfeit activity. Digitizeyourproductsnow Get started for free at: https://dashboard.evrythng.com/signup
- 8. Implementation onproducts ImplementationwithQR+NFC foranapparel product DifferenttagscontainingaGS1DigitalLinkcanalso becombinedto allowmaximumsupport. For instanceaQRcodecanbe printed onaNFCtagto ensurea largemajority of consumers can utilize theGS1DigitalLink,eventhose without aNFCcapablephone. AnImplementationwithQRcodeforabeverage product TheGS1DigitalLinkcanbe writteninanytype of 2D code. However, using QRcodes is our suggestedimplementationastheyofferthe mostsupportby modern mobilephoneplatforms namely,iOSorAndroid. Useconsistentdigitalactivation language Unlocksconsumerandsupply chainapplications Essentialcalltoaction Allproductinformation,andmore, availableviaQRcode 1DbarcodestilluseduntilPOS systemsupdate This full-bodied India Pale Ale is loaded with fresh hops for a powerful blend of citrus, pine and fruit aromas. The firm malt backbone works well with the bold hop finish that everyone expects from an IPA. HOPPERS CRAFT BEERS I'M ALIVE Serving Facts: Serving Size: 12fl oz (355ml); 1 servings/container. Per Serving: 4.5%ALC/VOL; Cal: 168; Carbs: 14.1g; Fat: 0g; Protein: 1.9g 12 FL.OZ. (355mL) BEER GOVERNMENT WARNING: 910 ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. SCAN TO UNLOCK 8 60080 00131 7 EXAMPLEBACKLABEL EXAMPLEHANGTAG Useconsistentdigitalactivation language QRcodecoversNFCtag,bothconnect tosamedigitalidentity Calltoaction I'M ALIVE TAP OR SCAN TO UNLOCK UNITY
- 9. Technicaloverview Thestandardunderlyingthe GS1DigitalLinkisthe“GS1 WebURI Structure” standard. Itwas introducedbecauseuntil nowtherehasbeenno standard wayforconsumers to interfacewith GS1 identifiers. Itenables every singleproductto getauniqueandresolvable identityonthe web. Itprovides a uniqueandstandardway of converting GS1 identifiers, alsoknownasGS1ApplicationIdentifiersorAI,into a webaddress thatcan beunderstoodby themajority ofmobile platformsandapplications.Finally,it canbe usedon theweb, describing products anditems in a languagethatweb crawlersandotherapplicationscanread. Thestructureofa GS1DigitalLinkisasfollows: https://{domain}/{identifierKey}/{value}/({keyQualifier}/{value})*?({dataAttribute}={value})* GS1Web URIStructure Adomain chosen by thebrand or service provider Theprotocol (i.e.secure HTTP) The product variant The expiration date AnoptionalnonGS1 standardparametertopass totheapplication,here usedasasecuritymarker, forexampletohelpprevent counterfeiting Orinitsmoredeveloperfriendly(butlonger)alphabeticform: https://dfnnr.tn.gg/gtin/860080001300/cpv/323/ser/445?15=220131&sec=12iu7 ()* Repeat thissectionseveraltimes with differentkey valuepairs identifierKey GS1IdentifierKeys,e.g.,GTIN, SSCC, GLNas string ornumericidentifier keyQualifier GS1KeyQualifiers,e.g.,CPV, batch, serialas string ornumericidentifier value GS1compliant identifier value, leading 0 removed, e.g., fora GTIN: 9507000009060 data dataAttribute GS1dataattributesasnumericidentifiers, e.g., forBestBeforeDate: 15=220420. Thisspaceis also available forany(non GS1)extension as query parameters, e.g., sec=12iu7 fora platform specificsecurityparameter Theserial number (identifying anitemor thing) TheGTIN (identifying a product) Asanexample,the followingwebaddressisaURI representation of a serializedGTINin the numericshortform: https://dfnnr.tn.gg/01/860080001300/22/323/21/445?15=220131&sec=12iu7
- 10. Resolving GS1 Digital Links Inmostcases amobile device willresolve the URL (e.g. in a browser)andredirecttheconsumerto brandor productcontent.Importantly,thisredirectioncan bedynamicandbasedon contextrules ratherthan static.For instanceusingEVRYTHNG’spowerfulpatented IoTRedirector. ADigitalLinkdoesnot alwaysneed to be resolvedon theweb. Forinstanceitwillbeunderstoodboth by POS readersorotherreadersinthe supplychainand by consumermobiledevices. Keypoint:APOSsystemdoesnotneedtoactuallyresolvetheURLonthewebbutcanextracttheGTINand serialnumberbyparsingtheURLoffline. Similarly,anapplication(e.g.anallergyapplication)may choosenotto resolvetheURL butinsteadextractallthe containedinformationto get allergyinformation fortheproduct. Digital Links and theSemanticWeb GS1DigitalLinkshave one more powerfuluse:they can beusedas uniqueidentifiers forthesemanticweb. This allowsyoutocreate authoritative linksto aproductfromanotherpage(e.g. a reviewpage). Furthermore, itis possibletodescribe relationshipsto a‘DigitalLink identifiedproduct’ using machine-readableLinkedData.As aconcreteexample,awebpage withacleaningmanualfora pairof hiking shoes can referencetheshoes ina machinereadable wayi.e.,explainingto applications thatthis pageis abouttheseparticularhiking shoes. Thisis veryusefultoallowthe automaticdiscoveryallkinds of relevantcontentarounda producton theweb. TRACEABILITYDATA REGISTRATION/WARRANTY OFFERSANDREWARDS RATINGS&REVIEW RECYCLING ECOMMERCE CAREINSTRUCTIONS https://id.gs1.org/gtin/09507000009060/ser/00107 ENCODES IDENTIFIES 3752/4000 SCAN TO REGISTER AND LEARN MORE ABOUT YOUR BEAR Barry the Bear
- 11. Active DigitalIdentity™ AnintelligentdigitaltwinforeveryproductwithitsownuniqueDigitalLinkwhichallowsittointeractontheInternet andgeneratedata.EVRYTHNGADIsalsosupportmultipleidentifierspointingtothesamedigitaltwinallowingfor interoperabilitybetweendifferentcodes,suchasNFC,RFID,DataMatrixandQR. Managing your productdatainthecloud IntroductiontotheEVRYTHNGPlatform EVRYTHNGisthefirst platformgloballyto generateGS1 DigitalLinks atscale. Wemanagebillions of uniquedigital identitiesformanyglobalbrandstoday,givingeach physicaliteman ActiveDigitalIdentity™, mappedto a GS1 DigitalLink,whichconnectsit to the web.The corebuilding blocks of theplatformareshown below. Semantic DataModels Aflexibleanddynamicwayto capture allyourproducts’ attributes, using GS1 vocabularies (including support forGS1Smart Searchand GS1EPCIS),so thatany aspectof its profileis accessibleovertheweb, andcan participatein applications. MachineLearningandAnalytics Datavisualizationand advanced algorithms can be appliedtoproduct and consumerdatasets to unlockactionable insights. Blockchain Integrated Replicateproductdata andevents on relevant blockchains outof thebox forverification andtransparency. Reactor Rules Engine Acustomizable and real-time scripting toolwhichallowsyouto automate workflowsand alertsbased onreal-world actions and events. Dynamic Scans A patentedURL redirection toolto definetheweb servicetheuser’s deviceis routedto, accordingto dynamicandcontext-specificparameters, likeuser profile, location, orday. Security Eachproduct URIhasaunique cryptosecurekey andcommunication is protectedby strong web protocols(TLS).Product dataand services arestrictly controlledby granularandflexiblepermissionsfor consumers, retailers orlogistics partners. Integrations Yourproduct caninteract withthe widerdigitalecosystemvia standardizedintegrations to enterprise systemslike Salesforce orSAP, orconsumerplatforms likeFacebook orAmazon Alexa.
- 12. Togetstarted, see ademo orfindouthowproductdigitizationcan transform yourbusiness visitwww.evrythng.com or emailus at hello@evrythng.com London . New York . San Francisco evrythng.com • @evrythng • hello@evrythng.com © 2018 EVRYTHNG - All Rights Reserved. AboutEVRYTHNG Nowindividualproduct itemscancommunicate with yourbusiness andyourcustomers. EVRYTHNG is themarket leadinginternetofthingsSaaSplatformforconsumerproducts, providing billions of trusteddigitalidentitieswith real-timeintelligence throughthe supplychainandto theconsumer. Activatethebillions ofthingsthatmoveyourbusiness ACTIVATE Providetrustedproduct identitiesandproduct informationforyour enterpriseapplications Forconsumerproduct brandswhoneed to connect consumerproductsto the digitalecosystemand share theirtrusteddatawithany enterpriseorconsumer application,ACTIVATEprovides asuiteoftoolswhichenable this digitizationatmassive scale. Throughcloud-based product identityanddatamanagement, companiescanrapidlyprovision anddeploycrypto-secure, serializeddigitalidentities,with optionalGS1DigitalLink,and connectproductsto the supply chainandtoconsumersthrough thelifecycle. AMPLIFY Build directtoconsumer relationships togrow consumer trust,loyalty and revenues Forconsumerproduct brands who wantto keepa continuous dialoguewith theirconsumers andkeep themengagedandcoming back formore, AMPLIFY transforms physicalproducts into millions of data-driven andbrand-owned, interactive consumertouchpoints. Customers scan products in-storeandpostpurchase, with each scan providing brands a directengagement opportunity generating valuablefirstparty data. AUTHENTICATE Protectyour brand, your revenues and your consumers Forpremiumbrands in apparel and CPG who want to restore consumertrustandrecover lost earnings fromcounterfeit and paralleltradeactivity, AUTHENTICATEprovides anewlevelof traceability and detection. Through a combination of uniquedigital identities, crowd-sourced consumerengagementdata and cloud-basedmachinelearning and analytics, AUTHENTICATE givesvisibility andcontrolover the supply chain with a cohesive viewof each product’s journey frommanufacturethrough to post-purchase. PRODUCT SUITE