CECED Secretariat Brussels, December 2013 €-Certified Product Information Introduction

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Transcript of CECED Secretariat Brussels, December 2013 €-Certified Product Information Introduction

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CECED Secretariat Brussels, December 2013 -Certified Product Information Introduction Slide 2 2 Content The -certified philosophy, goals, objectives; Why ? How does it work? Which product information is included? Standardization degree; Benefits; The organization; How to join? Slide 3 3 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. Slide 4 4 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. Slide 5 5 Concrete objectives Trade Consumer 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 Slide 6 6 Why (1) E- commerce Product information in electronic format; Use of electronic product data in logistics management & marketing systems. Retail demands Third-party companies establish on the market. Other initiatives European manufacturers: Industry-wide standard for exchange of electronic PI = More space to highlight product features and brand value; Opportunity for richer info. Screen vs. brochure Product Information is a key tool for marketing Rising sales volume & importance of Internet as distribution channel; Cost savings & efficiency. Slide 7 7 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 ManufacturerRetailerConsumer Slide 8 8 How it works - before A) Many standards - defined by retailers B) Intermediaries Standards defined by intermediary e.g. Encodex, Zebra, IDEA, ApplianceZone Slide 9 9 How it works - after One standard defined by manufacturers: No intermediaries; Manufacturers control the process; Ensure communication of brand-specific values. Slide 10 10 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: Slide 11 11 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. Slide 12 12 Standardization degree (2) As much standardization as possible; While sufficient room for product differentiation. Marketing/CommunicationFeatures Energy LabelBasics Level of standardization Slide 13 13 Example: Washing machine Potential for product differentiation High Low 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 differentiation Basic information Energy label information Features Marketing/ Communication Level of standardization Slide 14 Product groups 14 PI Version 14.2 (current version): Accessories Built-in coffee machines Complementary products Cookers Double Cookers Dishwashers Freezers Fridge/Freezers combinations Hobs Hoods Microwave Ovens Modules (fryers, grills, hobs, scales, sinks) Other products Outdoor Grills Ovens Double Ovens Plate warmers Refrigerators Side-by-Side Steam Cleaners Steam Ovens Steamers Tumble Dryers Vacuum Cleaners Washer-Dryers Washing Machines Water Machines Wine-storage Introduction of small domestic appliances as of 2014 Slide 15 15 Languages Danish Dutch English Finnish French German Greek Italian Norwegian Polish Portuguese Slovenian Spanish Swedish Slide 16 16 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. Slide 17 17 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. Slide 18 18 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; Slide 19 19 -Organization PI standard: governed by the -organization CECED PI Working Group; Initiators: direct Members of CECED; Invited participants: all brands selling in Europe Slide 20 20 -Manufacturers Arelik Bosch Siemens Hausgerte Candy AB Electrolux Fagor Group Gorenje Indesit Company Liebherr Miele Teka Whirlpool Slide 21 21 PI Working Group (1) 3-4 Physical meetings per year at the CECED office in Brussels Attended by representatives from the -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 Slide 22 22 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 Slide 23 23 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 Slide 24 24 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