Connecting the Links of the Supply Chain - Jason Archbold, Border States
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Transcript of Connecting the Links of the Supply Chain - Jason Archbold, Border States
BORDER STATESSupply Chain Solutions
CONNECTING THE LINKS OF THE SUPPLY CHAIN
Jason Archbold and Jack Schmitz,Border States Electric
Presentation Topics
• Border States Electric catalog overview– Content– Current build process
• Integrity of product content– The content chain from manufacturer to distributor to customer– Data integrity’s impact on optimization– Anticipate the changing customer demands
• Tools in place– IDW– UNSPSC– DMP
• “What” to do and “How” to do it– Defining priorities and measuring progress– Get started and sustain the effort
Border States Overview
• 100% employee-owned• Markets include:
– Utility; Electrical and Natural Gas– Industrial Automation– Electrical Construction; commercial, – and residential– Data Communications– Industrial supplies / MRO– Plumbing
2012 – BSE’s Catalog Efforts
• Began in 2005• 100,000+ items built• Nearly 1,000 vendors in the catalog• Same data produces online and print catalogs• Internal view is available to all BSE employees• Content Team: 2 full time and 2 intern staff members
Review: Historical “Manual” Content Build Process
We start with Pyramex’s catalog information (online, .print, .pdf, etc.)
And “build” it into MDM for our online product catalog
Example: Pyramex Venture II® Safety Glasses
Result: Pyramex Venture II® Safety Glasses
BSE Online Catalog (Mfr Cat# SB1820S; BSE Part# 1249399):
“Content Chain” Manufacturer-Distributor-Customer
• Like a “Supply Chain”, product content moves transparently from manufacturer, through the distributor, to the customer.
Manufacturer Responsibilities• Authentic product data/specs • Branding• Catalogs and promotional info• Distributor training• CertificationsResources• DMP• IDW• People
Manufacturer Customer
Distributor Responsibilities• Manufacturer branding• Product knowledge/support• Web commerce• Promotional materials• Training opportunities• EventsResources• Web commerce• Punch out systems
Distributor
Other Data Consumers•Specifiers•Owners
“Content Chain” Integrity
OptimizationDefinition: an act, process, or methodology of making something (as a design, system, or decision) as fully perfect, functional, or effective as possible.– Merriam-Webster
1. What blocks or inhibits optimization?2. What happens along the path of the “Content Chain”?3. What degrades the integrity of manufacturers content?
Fact: If data lacks integrity, then optimization is pointless.
Distributor
“Content Chain” Integrity
• “Content Chain” looks simple, but:a) How many manufacturers work with one distributor?b) How many distributors work with one manufacturer?c) How many distributors work with one customer?
Manufacturer Responsibilities• Authentic product data/specs • Branding• Catalogs and promotional info• Distributor training• CertificationsResources• DMP• IDW• People
Manufacturer Customer
Distributor Responsibilities• Manufacturer branding• Product knowledge/support• Web commerce• Promotional materials• Training opportunities• EventsResources• Web commerce• Punch out systems
Other Data Consumers•Specifiers•Owners
“Content Chain” Integrity
• What the content chain really looks like (x 10, x100...)
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
“Content Chain” Integrity
• Somewhere along the “content chain” marketing content probably encounters Mr. 220 / 221.
“Content Chain” Integrity
• What does Mr. 220 / 221 do to product content?
“Content Chain” Integrity
• What happens to the “integrity” of the content?‒ To many connections, to many “fires” and Mr. 220 / 221
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
“Content Chain” Integrity
So does the integrity of product content stand a chance? Yes!1. IDW2. UNSPSC schema3. DMP
KEY #1: IDW
• What did IDW do to the information flow between manufacturer and distributor?
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
KEY #1: IDW
• It simplified it.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
IDW
KEY #2: UNSPSC Schema
• The UNSPSC Schema provides a structure• You can get started at anytime – just contact IDEA for
available input templates• Don’t let perfect get in the way of progress• Make a decision and get moving – Momentum is key
‒ We’ll discuss how to get started in a few moments
Part Number Part Description UPC Code UNSPSC Attribute_1 Attribute_2 Attribute_3 Attribute_4 Attribute_5 Attribute_6 Attribute_7 Attribute_8
1234 Description 1 12345678900 39101901 Brand Name Sub Brand Type Special Features Application Standard Lamp Type Wattage
2345 Description 2 12345678901 39121512 Brand Name Sub Brand Type Special Features Application Standard Voltage Rating Amperage Rating
3456 Description 3 12345678902 39121502 Brand Name Sub Brand Type Special Features Application Standard Voltage Rating Amperage Rating
4567 Description 4 12345678903 39121502 Brand Name Sub Brand Type Special Features Application Standard Voltage Rating Amperage Rating
KEY #3: The Data Management Platform (DMP)
The flow of manufacturer data to distributors.Two historical shortcomings within the application:1. Catalog content was not
present 2. Communication within the
application was not possible
KEY #3: The Data Management Platform (DMP)
The flow of manufacturer data to distributors.With catalog content now present, communication is vital to the process. The DMP is the mechanism by which we can communicate WITHIN the process.Advantages:1. Communication is specific
to a product2. All content per product is
visible3. Fixing content is one and
done for the manufacturer
KEY #3: DMP in combination with IDW
• Fixing content is “one and done”.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
IDW &
DMP
KEY #3: DMP in combination with IDW
• Fixing content is “one and done”.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
IDW &
DMP
Why is this important?
Why1. Customer demands2. Customer behavior3. Customer needs4. Customer desires
Bottom Line: It’s the customers requirement for1. Detailed information2. Easy access to information3. Access to information using a variety of devices
Recall Key #1
• Recall what IDW did to the manufacturer and distributor relationship.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
IDW
Recall Key #1
• If we look at one distributors relationship with its customers.
Cust.Dist.
Cust.
Cust.
Cust.
• Web commerce• Web catalogs• Print catalogs• Mobil applications
Recall Key #1
• If we look at one distributors relationship with its customers.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
Mfr. Cust.Dist.
IDW
• Web commerce• Web catalogs• Print catalogs• Mobil applications
“Content Chain” Integrity
So the tools are in place to ensure “content chain” integrity.1. IDW2. UNSPSC schema3. DMP
So now what?
“How” to do and “What” to do
1. Defining your priorities2. Measuring progress3. Score4. Get started
Identify
MeasureScore
Repeat
Defining Your Priorities
• Need to find your starting point– Velocity index, A/B items, 80/20 rule– May be different for all– “I do not have enough time today to build all products, but I do
have enough time to build the right products”
• Gain momentum by starting on high profile products• Build for the future
– Think of the data needed to drive future processes and demands
Content Building
Defining Your Priorities
Content Efforts
A/ B Products
Stakeholders
Strategic Customers
Promotions
Market Divisions Content Owner
content “triage”
Projects
Measure Progress and Score
• Create measurable goals - dashboard– Count of SKUs online– % of A and B items built/unbuilt– % of items with an image– SKU count by market– Last updated?– “What gets measured,
gets managed”
• Track, update, and report
Identify
MeasureScore
Repeat
Content Building
Get Started
A few basic steps will get you on the way1. Identify your sku’s to “build”2. Use the UNSPSC template
– IDEA has templates available3. Gather your product information resources
– Product materials and product experts4. Assemble your resources5. Build the data into the template6. Upload to IDW7. Communicate via the DMP
Benefits to this effort
You will see many benefits to your effort to provide content• Greater depth of products in marketing efforts• Greater emphasis on marketing of products vs. gathering content• Defeat Mr. 220 / 221 by providing content• More: Help distributors meet the growing customer demand of
seeing more information about more products in more places
Benefit #1: Greater scope of products visible
A & B Items
Market Demands
Strategic Customers
Full range of products offered by a manufacturer
Scope of catalog content built for online and printed catalogs
Demands for catalog content
When manufacturers DO NOT provide catalog content, expect to see a NARROW scope of products online and in print!
Benefit #1: Greater scope of products visible
A & B Items
Market Demands
Strategic Customers
Full range of products offered by a manufacturer
Scope of catalog content built for online and printed catalogs
Demands for catalog content
When manufacturers DO provide catalog content, expect to see a MUCH WIDER scope of products online and in print!
Benefit #2: More focus on product promotion
Help distributors shift effort from content building to product promotion!
Benefit #3: Defeat Mr. 220 / 221
• You can ensure content integrity by providing content, and not leaving it in the hands of Mr. 220 / 221.
Benefit #4: More
E-Commerce E-NewslettersData
SyndicationPrinted
CatalogsFlyers
• Today’s customer:― Wants more information about more
products from more places― Uses B2C processes in their personal life― Includes “internal” customers
Looking Forward
Manufacturers must provide catalog content!1. Protect your product’s catalog content by providing it2. Future maintenance of catalog content dependant upon the
exchange of data3. See a greater depth of your products online & in print4. Help distributors shift from content building and management to
product promotion and selling!5. Most important: Customers want More: More information about
More products, in More places
BORDER STATESSupply Chain Solutions
QUESTIONS