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Ricky Jones

Identifying for growth online

18 July 2016

© GS1 2016 2

GS1 - the global language of business

Serving over two million

companies

2,500 people helping us to achieve our vision

Across 150

countries

Over20

sectors112

Member Organisations

More than 6 billion barcodes read allover the planet

every day

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Our global purpose statement

Neutral and not-for-profit

User-driven and governed

Global and local

Inclusive and collaborative

We are…

GS1 believes in the power of standards to transform the way we work and live

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Marketplaces want product GTINs…

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For many years From 2015 From May 16th 2016

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The way we find products is changing

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Ever growing importance of search

• We can now find a seemingly unlimited supply of products online

• 70% of all sales are influenced by information found on the web

• 80% of all online sales start with a Google search

But…• How we find these products is

also changing More conversational Moving from searching

keywords to concepts

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Machines can’t read between the lines

• Search engine crawlers need to be told exactly what’s on your product listing pages

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Unique identification is the key for helping customers find your product

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Unique Product Identification: GTINs

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“Red Dress” “Red Dress” 5012345678123 5012345678123

Solution: unique identification

• To know what something is, you need to identify it• Language is ambiguous, whilst numbers are absolute

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“Red Dress” “Red Dress” 5012345678123 5012345678123

VS

Comparison without unique identification

Comparison with unique identification

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Search engines can more easily find your product

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They can deliver more accurate search results

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And a richer user experience

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Product data can be more accurately linked to the unique identifier driving a better shopping experience

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Structured data

• A globally unique product identifier is the key to aggregate data about your product

• The next piece in the puzzle is to communicate this clearly to the search bots

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Standardised globally

• Keep your products visible across the web• Backed by the search engines

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Does it work?

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Results from the US• Results from 1 participant, 3

weeks after SmartSearch insertion using “schema.org” format (similar to SmartSearch the Web but with far less product detail).

• After insertion, 33% of the search terms saw an improvement in search rankings results

• The average item improved by 2.9 positions (31%).

BetterSearchResults

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Key takeaways

• Using GS1 identifiers online is just the start• They help boost data quality about what’s available to buy online• Start of using structured, machine readable data online• Helping users to find products they want to buy

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© GS1 2016

Ricky JonesMarket Executive

Questions?

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www.gs1uk.org

Ricky.Jones@gs1uk.org E