Presentation on theme: "CECED Secretariat Brussels, December 2013 π-Certified Product Information Introduction."— Presentation transcript:
CECED Secretariat Brussels, December 2013 π-Certified Product Information Introduction
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?
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.
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.
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
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.
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
8 How it works - before A) Many standards - defined by retailers B) Intermediaries Standards defined by intermediary e.g. Encodex, Zebra, IDEA, ApplianceZone
9 How it works - after One standard defined by manufacturers: No intermediaries; Manufacturers control the process; Ensure communication of brand-specific values.
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:
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.
12 Standardization degree (2) As much standardization as possible; While sufficient room for product differentiation. Marketing/CommunicationFeatures Energy LabelBasics Level of standardization
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
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
15 Languages Danish Dutch English Finnish French German Greek Italian Norwegian Polish Portuguese Slovenian Spanish Swedish
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.
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.
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;
19 -Organization PI standard: governed by the -organization CECED PI Working Group; Initiators: direct Members of CECED; Invited participants: all brands selling in Europe
20 -Manufacturers Arçelik Bosch Siemens Hausgeräte Candy AB Electrolux Fagor Group Gorenje Indesit Company Liebherr Miele Teka Whirlpool
21 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
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
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