1. Coupon Data Pool
Jan Somers
CEO GS1 Belgium & Luxembourg
Kurt Herregodts
Project manager Coupon Data Pool

2. Agenda
• How is it going?
• Results survey
• Status GDSN - CDB
• GS1 Coupon Data Pool – concept
• Main innovations
• Benefits for retailers and coupon issuers
• Project milestones
• Costs
• Conclusions & questions
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3. How is it going?
• Slower progress than expected
• But we are on track with the GS1 community
(see GDSN)
• A project for GS1 members and by GS1
members
• Main objective: win-win for everyone
• More efficiency and less costly as today
• We must better manage our data
• Internal quality assessment takes place
• Yes it is a change
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4. Coupon Data Pool
GDSN
New coupons in
Coupon Data Pool
Clearing
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5. Coupon Data Pool
GDSN
New coupons in
Coupon DP
Clearing
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6. Results survey
Out of 259 potential coupon issuers 199 filled out the survey
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7. Results survey (2)
Present in GDSN ?
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8. Results survey (3)
Top 70 coupon issuers
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9. GDSN – Central Data Bank
# companies in 2010
90
80
70
60
50
40
30
20
10
0
Feb Dec Jan Feb Mrt Apr May Jun Jul Aug Sep Oct Nov Dec
2009 2009
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10. GDSN – Central Data Bank
16000
14000
12000
10000
8000
6000 Unique Base Items
Total Base Items
4000
2000
0
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11. The concept
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12. Main innovations
• Seamless integration of Coupon Data Pool with GDSN
via CDB Data pool
 Automated link of GTIN (EAN-13 and 8) with the coupon
 single-sign-on for coupon issuers and retailers via web-
user-interface
 increased data quality and consistency in both data
pools (CDB and Coupon Data Pool)
• Flexible features for management of Coupon Families
(GTIN-families, e.g. for one brand): simplifies handling
and increases data quality significantly
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13. Main innovations
• Fraud prevention, i.e. consumers can no longer present
a coupon without having purchased the product
• As a consequence, misredemption drops (- 4 %)
• Difference with current clearing in Belgium &
Luxembourg:
 link between GTIN and coupon
 no more paper clearing
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14. Coupon types supported
• 50 Cents off when buying one or more products out of a range
(e.g. some products or whole brand with several GTINs)
• Buy 1 or more products and get 1 free
• Product for free (100% discount for a specific product)
• Buy 2 small/cheap packages or 1 large/expensive package and
get 2 € off
• Buy 5 products for at least 8 EUR and get 4 EUR off
• Buy 1 product for at least 4 EUR and get 1 EUR off
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15. Campaign-promotion-coupon
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16. Campaign
• Can consist of different promotions, especially when
different face values are used within a campaign
• Budget can be managed on campaign level
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17. Promotion
• Can consist of different coupons
• Budget can be managed at promotion level
• All coupons of a promotion have the same face value
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18. Coupon
• One coupon can only belong to one promotion
• Coupon code is assigned to one coupon
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19. Example
Campaign
Reckitt
Powerbrands
Budget: € 50K
Promotion Promotion
Calgon Finish
01.01.2011-30.06.2011 01.04.2011 – 30.06.2011
2 products € 5 off 1 product € 2 off
Budget 30K Budget 20K
Powder 950g – gel 750 ml – tabs 45 pieces Tabs – 90 pieces
Coupon Coupon Coupon
9830001015007 9830001025006 9830001032004
Medium: Magazine A Medium: Magazine B Medium: coupon on pack
01.01.2011 01.01.2011 01.04.2011
Number of coupons: 100K Number of coupons:70K Number of coupons: 20K
© 2010 GS1

20. Benefits for retailers
• Eliminated costs of paper coupon handling; audit proof
processes
• Accelerated check-out process handling
• Coupon market transparency (retailers can see all
current coupons on the market including coupon
attributes)
• Eliminated invoice discrepancies through high data
accuracy
• Accelerated reimbursement cycle
• Smart data quality tools validates coupons- and
master data for an efficient check-out handling
• Meal voucher
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21. Benefits for coupon issuers
• Elimination of redemption errors
• Minimized coupon fraud
• Transparency through redemptions reports
• Easy Promotion Management through Coupon Family
Management Tool
• Support for bilateral coupon campaigns
• Faster and enhanced redemption reports on a weekly
basis
• Drop in misredemption (-4 % = 6 MiO coupons)
• Less costs
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22. Drop in misredemption
Misredemption = using the coupon without the product
bought
If 150.000.000 coupons on Belgian market
1 % misredemption
= 1.500.000 coupons
x € 0.80/coupon (*)
= 1.200.000 € /200 coupon issuers
= 6000 €
However, misredemption is estimated at 4%/year …
* average face value source HighCo Data
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23. Coupon Data Pool
GDSN
New coupons in
Coupon Data Pool
Clearing
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24. Project milestones (1)
• As of January 1st: no more coupon issuer numbers via
HighCo Data
• February 1st: information session
• February 1st – 28th: collect coupon issuer master data
and sample existing promotions
• March 1st - March 15th: upload coupon issuer master
data and sample existing promotions in test
environment and feedback to coupon issuers
• May: labo testing all scenarios
• Latest April 15th : test HighCo Extranet interface
• March 14th – 18th: training GS1 staff
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25. Project milestones (2)
PHASE I – PILOT
• March: define pilot coupon issuers (5-10)
• April: define pilot Delhaize and Carrefour store
• Before April 15th : all products (coupon related) of pilot
coupon issuers on GDSN/CDB
• May 2nd – 6th : 1 day training (TBC)
• May 23rd – 31st : final upload existing promotions and
validation in live environment
• June 1st onwards:
• possibility to create new promotions in Coupon Data Pool
• automatic link to HighCo Data
• June 15th : start pilot in 2 stores (one Delhaize/one
Carrefour) 25
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26. Project milestones (3)
PHASE II – ALL COUPON ISSUERS
• Before May 31st : all supplier products on GDSN/CDB
• June - July: training
• As from 1/7: all coupon issuers can connect to Coupon
Data Pool
• July 18th - 31st: upload existing promotions in live
environment
• August 1st onwards: create new promotions in
Coupon Data Pool
• August 16th: roll out in 2 pilot stores (one Delhaize &
one Carrefour)
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27. Project milestones (4)
PHASE III – PRE LIVE
• Testing of
• GS1 backoffice (invoicing procedures)
• Clearing documents/related procedures
• Error handling procedures
• Redemption data of Delhaize
• Redemption data of Carrefour (from December)
• Timing: as of August 16th
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28. Coupon Data Pool
GDSN
New coupos in
Coupon DP
Clearing
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29. Project milestones (5)
PHASE IV - LIVE
• The manual clearing with HighCo Data
stops
• The Coupon Data Pool takes over
• For each coupon scanned at the till,
GS1 will now invoice
• Timing: depends largely on retailers
timing
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30. Important to know
• Our common objective: in phase 1 to 3, we want to
test and improve the system until it is perfect
• There is no way back
• In phase 1 tot 3: clearing will be done by HighCo Data
so no interruption of business
• As from phase 2: all new campaigns have to be
created via the Coupon Data Pool
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31. Invoicing as of phase 2
• Once connection made to Coupon Data Pool (phase 2
- as of July 1st, 2011), a flat fee will be invoiced
• No fee for each scanned coupon in phase 1 to 3
• Start up fee = once
• Conditio sine qua non: be a member of GS1 Belgilux
Turnover in 000 € Flat fee 2011 in € One time start-up fee in €
< 2500 € 170 670
from 2500 to <6000 200 805
from 6000 to <12000 255 1005
from 12000 to < 25000 305 1210
from 25000 to <125000 385 1545
from 125000 to <750000 505 2000
> 750000 590 2345
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32. Invoicing phase 4
• Once Live – phase 4 – retailers do not send their
coupons anymore to HighCo and will implement the
Coupon Data Pool for their integrated supermarkets
• Fee for each scanned coupon = 2.4 Eurocent to be
paid to GS1 Coupon Data Pool
• Flat fee to be paid by the coupon issuer to the retailer :
tbd but around 5 Eurocent
• Board of GS1 requested volume reduction, so your fee
for each coupon scanned in phase 4 could drop to 1.7
Eurocent
We think we are competitive!
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33. Why phased approach?
• Test the system and its procedures
• Give everyone sufficient time to be in time
• Allow you, the retailers and us to test
• HOWEVER the retailer cannot test if
the data is not in the Coupon Data Pool
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34. Phase 1 to 3
• Coupons scanned at the till
100
90
80
70
60
%
50
40
30
20
10
0
June August September October
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35. How to get started?
• Be in time
• Prepare your company
• Make multidisciplinary teams
• You are in a GDSN Data pool?
• Check if your GTINs for target market Belgium and Luxembourg are
up to date for couponing
• You are not in a GDSN Data pool?
• Start immediately to enter your data in the GS1 Belgilux CDB or
another GDSN Data pool
• Our experience: takes approx. 3 months before you are live (if
machine-to-machine communication), 1 week (if input via web-
interface)
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36. How to get started?
• Update your staff data on GS1 website!
• How ? www.gs1belu.org member login
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37. FAQ?
• Do all coupons from 1/8/2011 need to be created in the
Coupon DP YES
• Can I make a coupon from 1/8/2011 without being
connected to GDSN NO
• Will other clearing houses get the coupon data once the
coupon has been created in the Coupon DP YES, we
will feed the extranet of HighCo
• Will all coupons be redeemed by the Coupon DP? NO
only Carrefour and Delhaize for the moment and as
from the live phase
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38. CONCLUSION
DASHBOARD ALL COUPON ISSUERS
COLLECT MASTER DATA AND
1 FEBRUARY 1-28
SAMPLE EXISTING COUPONS
ALL COUPON ISSUERS
2 MAY 31
PRODUCTS ON GDSN
3 JUNE-JULY TRAINING
UPLOAD EXISTING COUPONS IN
4 JULY 18-31
COUPON DATA POOL
CREATE NEW PROMOTIONS IN
5 AUGUST 1
COUPON DATA POOL
6 AUGUST 16 ROLL-OUT
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39. Contact Details
GS1 Belgium & Luxembourg
Koningsstraat 29 Rue Royale
1000 Brussel/Bruxelles
T + 32 2 229 18 80
F + 32 2 217 43 47
W www.gs1belu.org
E info@gs1belu.org