GS1 Initiatives Related to Digital Marketing

Eric Kauz

© 2014 GS1

GS1: The Global Language of Business

GS1 is a not-for-profit organization dedicated to the design and implementation of global standards and solutions to improve the efficiency & visibility of the supply and demand chains globally and across sectors

Countries with a GS1 Member Organisation

Countries served directly by GS1 Global Office

111 Member Organisations1,5 million member companies

GS1 Standards for identify, capture, and share information about products,

business locations, and more enable companies to speak the same language

and to connect with each other.

© 2014 GS1

• Identification standard for digital coupon management.

• Product Identification GTIN plus variants.

• Digital Coupon Standards

• GS1 Product Data Model

• GS1 Web Vocabulary designed to extend schema.org

• GS1 Source (nutrition and other product related data to cellphones).

Areas of Relevance to this Discussion

© 2014 GS1

• GTIN: Product Identification

• GLN: Global Location Number

• GCN: Digital Coupon Identification

• Coupon Offer

• Coupon Instance

Identification Standards

© 2014 GS1

GS1 Digital Coupon Management standard

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• In June 2012, GS1 releases the Digital Coupon Management Standard• Process standard for digital coupon management (no technical standards)• Identification standard for digital coupon management – Global Coupon Number (GCN)• Standard data model to support the B2B and B2C communication in the digital management process

© 2014 GS1

Use Cases to Support

• Semantic markup of Digital Coupons• Intelligent and targeted promotions based on Digital

Receipts• Digital Wallet inclusion• Digital Coupon settlement and clearing• Digital Loyalty enablement• Vouchers, promo codes, gift certificates, etc.

enablement• Paper and Digital coupon interoperability

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© 2014 GS1

• GS1 has developed a web vocabulary meant to extend schema.org.

• Contains product details for specific types of products including Food and Beverage and Apparel/Footwear.

• We plan to extend the vocabulary to include more properties from the Digital Coupon Management Standard to support the semantic mark-up of digital coupons.

GS1 Vocabulary