GS1 UK launches service to capture, store and share trusted data through mobile app
GS1 UK launches service to capture, store and share trusted data through mobile app
GS1 UK, the not-for-profit supply chain standards and solutions organisation, recently launched TrueSource, a new data management service providing a tool set for retailers and brand owners to ensure their product data is accurate, up-to-date and standardised across supply chains, stores and online.
Trusted and authenticated information from TrueSource will be made available to marketing agencies, technology and mobile developers to enable brands to offer new services to 21st century ‘savvy shoppers’. For example, if the trusted data were available, it would allow a shopper to scan a barcode with their smartphone mobile device to check nutritional or dietary information about a particular product or to choose products based on their environmental impact or ethical sourcing.
Maximising m-commerce opportunities
GS1 said consumers increasingly expect more information about the products they buy and they interact with companies through many different channels – whether it is instore, online or via loyalty schemes and promotional offers.
The volume of electronic data about retail products is expected to increase by 400% by 2015 and the TrueSource service uses globally unique numbers to accurately identify individual items and provide a single, reliable view of product data as it is shared between multiple retail outlets, warehouses and suppliers.
The service is available to GS1 UK member companies to enter and manage product information before sharing it with trading partners via GS1’s Global Data Synchronisation Network (GDSN). Some of the largest retailers, suppliers and food operators around the world use the GDSN including Boots, Unilever, Kraft Foods, Heinz, Coca Cola and Proctor & Gamble. The TrueSource service is available initially to over 1,000 suppliers and currently holds trusted and authenticated information for over 17,000 products. TrueSource also features a Product Sourcing tool that allows brand owners to promote their products and buyers to search for new suppliers.
Capitalising on iPhone popularity
A ‘light’ version of the TrueSource App, which demonstrates how a user can search for and view information about products currently held in TrueSource, is available for download through Apple iTunes. This app was developed for GS1 UK by BT’s specialist capability unit BT Supply Chain Solutions, which supports the use of trusted and authenticated product information for mobile scanning apps.
Gary Lynch, chief executive of GS1 UK, said: “Multichannel retailing and the ubiquity of mobile devices have made mobile services an attractive opportunity for retailers, however the ‘Mobile-Savvy Shopper’ report clearly shows that there is a huge problem with missing and inaccurate product information.
“And consumers are very sensitive to this issue. We found that only 17% of consumers would buy a product if they don’t feel confident about the data they receive. And one in three would stop using an app altogether if they can’t find the information they need. It’s a great example of how TrueSource will help ensure that consumers receive trusted and authenticated information about products and services, wherever and however they interact with it.”
