CECED Secretariat

Brussels, December 2013

π-Certified Product InformationIntroduction

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Content

• The -certified philosophy, goals, objectives;• Why ?• How does it work?• Which product information is included?• Standardization degree;• Benefits;• The organization;• How to join?

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Philosophy & Structure

PI Standard = A harmonized Standard that is used for supplying trading partners with a framework for electronic product information.

While still recognizing the requirements for clear marketing differentiation.

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Abstract goals

• Control and steer the process of how product information is delivered;• Enhance product differentiation;• Inverse the trend towards commodity;• Actively structure the information according to business needs;• Ensure a common approach within the appliance industry;• Establish a European standard, integrate top retailers.

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Concrete objectivesTr

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• Improved exposure to full product information

• Better informed in making a choice

• Improved satisfaction level (Directive on Sales of Consumer Goods)

• Better opportunity to differentiate

• Better potential for Trade-up

• Allow easy comparability of product features

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Why (1)

E-commerce

•Product information in electronic format;•Use of electronic product data in logistics management &

marketing systems.

Retail demands

Other initiatives

European manufacturers:Industry-wide

standardfor exchange of electronic PI =

Screen vs. brochure

Product Information is a key tool for marketing

•Rising sales volume & importance of Internet as distribution channel;

•Cost savings & efficiency.

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Why (2)

Troubles:•Technical products often oversimplified;•Frequent mistakes due to misinterpretation;•Simple sell.

Duty of manufacturers: to improve quality & visibility of information

Consumer Interface

Manufacturer Retailer Consumer

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How it works - before

A) Many standards - defined by retailers

B) Intermediaries

Standards defined by intermediarye.g. Encodex, Zebra, IDEA, ApplianceZone

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How it works - after

• One standard defined by manufacturers:

• No intermediaries;

• Manufacturers control the process;

Ensure communication of brand-specific values.

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Product information

1. Basics: Brand name; EAN-codes; article number; voltage; color; measurements; weight; etc.

2. Energy Label: Energy efficiency class; energy consumption; performance; water consumption; noise; etc.

3. Features: Wash options; materials; control options; etc.

4. Marketing/Communication: Logo fields; product images; USP; etc.

Template:

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Standardization degree (1)

Manufacturers want:

• As much differentiation as possible;

• Save handling and transaction costs;

• Better educated consumer.

Retailers want:

• Standardized, easy-to-handle product information;

• Rapid overview of key features;

• In-depth information in order to communicate & sell the product.

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Standardization degree (2)

•As much standardization as possible;

•While sufficient room for product differentiation.

Level of standardization

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Example: Washing machinePo

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LowLow High

– Brand– Product family– Product name– Internal Article number– EAN code– Built-in/Free standing– Removable Top– Cover door/double door– Country Versions Available– Loading Type– Door Hinge

– Color Panel– Color Body– Alternative colors available– Maximum Connected Load– Current (A)– Voltage (V)– Frequency (Hz)– Test Certificates– Length electrical supply

cord– Plug type

– Depth (mm)– Width (mm)– Height with worktop (mm)– Height without worktop

(mm)– Wheels– Net weight– Gross weight– Depth packaged (mm)– Height packaged (mm)– Width packaged (mm)

– Energy Efficiency Class– Energy consumption kWh– Washing Performance Class– Spin drying performance Class– Maximum Spin Speed (rpm)– Capacity Cotton (Kg)– Water Consumption– Noise Level Washing db

– Noise Level Spinning db– Total annual water consumption– Total annual energy consumption– Moisture content % on dry load after

max. spin– Average washing time cotton 90C– Average washing time cotton 60C– Average washing time synt/mixt 40C

– Wash Optimization– Foam Control– Balance Control– Water Protection System– Spin Speed Options– Skip Spin– Self adjusting water level to load– Separate Temperature Control

Options

– Half load option– Pre-Wash– Quick Wash– Special Woolens– Cold Wash Option– Start Delay Options– Start Delay Time max. (h)– Water Plus

– Rinse Hold– Delicates/Silk– Tub Material– Drum Material– Filter System– Door opening:

Button/Handle– Drum Volume– Load size (max.–kg)– Hot & Cold Water Intake

– 10 Logo fields– 3 Product Images low resolution– 3 Product Images high resolution– 4 Brand Message fields

– 10 Feature Messages USP fields– 4 Sales Messages USP fields– 4 After Sales Message USP fields

Flexible content = high level of differentiation

Standardized content = low level of differentiationBasic

information

Energy label information

Features

Marketing/Communication

Level of standardization

Product groups

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Introduction of small domestic appliances as of 2014

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Languages

Danish

Dutch

English

Finnish

French

German

Greek

Italian

Norwegian

Polish

Portuguese

Slovenian

Spanish

Swedish

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Benefits for trade

• One structure across all manufacturer brands;

• Complete information;

• Correct information;

• Free of charge;

• Direct contact between manufacturer and retailer;

• Search engine;

• Lay-out;

• Electronic availability over the Internet.

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Benefits for manufacturers

• Bi-lateral retailer contact without interference;

• Full control over use of product information;

• Communication of complete information;

• Better support of brand value;

• Not supporting cross-brand comparison;

• More application of electronic commerce;

• One standard for many solutions.

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Benefits for retailers

• Less manual intervention = lesser costs;

• Correct, up-to-date data, easily available;

• Facilitation of electronic applications such as catalogues, websites, kiosk solutions;

• Free of charge;

• Established bi-lateral communication remains;

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-Organization

• PI standard: governed by the -organization CECED PI Working Group;

• Initiators: direct Members of CECED;

• Invited participants: all brands selling in Europe

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-Manufacturers

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PI Working Group (1)

• 3-4 Physical meetings per year at the CECED office in Brussels

• Attended by representatives from the π-manufacturers

• Discussion of the development of the PI Standard:

o Include/update product groups, fields, values, etc.

o Keep the Standard aligned with EU regulation (e.g. new energy labels)

o Cooperation with other Standards (eCl@ss, GS1, ETIM, etc.)

o Updates of the PI website

o Correction of mistakes

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PI Working Group (2)

• Major issues that are currently on the PI WG agenda:

o New energy labels for vacuum cleaners and cooking appliances

o Update of all PI languages (check/new translations)

o Release of small domestic appliances (PI version 15.0)

o Check of the value length/format

o Possible cooperation with GS1 France

• Next meeting: 15 January 2014

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How to join?

PI Standard:

•Eligible: all companies, retailers, individuals interested;

•Get started: www.picertified.com;

•No need to be a member of PI Organization;

•Free of charge.

PI Organization:

•Eligible: all brands selling in Europe;

•Conditions: adhere to -certified agreement;

•Fees: entrance fees for "newcomers“ & annual fee

•Contact CECED Secretariat

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Contact us

PI ORGANISATION

Boulevard Brand Whitlock 114

B-1200 Brussels

Belgium

Telephone: +32 2/738.78.12

Fax: +32 2/403.08.4

E-mail: sanne.goossens@ceced.eu