BORDER STATESSupply Chain Solutions

CONNECTING THE LINKS OF THE SUPPLY CHAIN

Jason Archbold and Jack Schmitz,Border States Electric

Presentation Topics

• Border States Electric catalog overview– Content– Current build process

• Integrity of product content– The content chain from manufacturer to distributor to customer– Data integrity’s impact on optimization– Anticipate the changing customer demands

• Tools in place– IDW– UNSPSC– DMP

• “What” to do and “How” to do it– Defining priorities and measuring progress– Get started and sustain the effort

Border States Overview

• 100% employee-owned• Markets include:

– Utility; Electrical and Natural Gas– Industrial Automation– Electrical Construction; commercial, – and residential– Data Communications– Industrial supplies / MRO– Plumbing

2012 – BSE’s Catalog Efforts

• Began in 2005• 100,000+ items built• Nearly 1,000 vendors in the catalog• Same data produces online and print catalogs• Internal view is available to all BSE employees• Content Team: 2 full time and 2 intern staff members

Review: Historical “Manual” Content Build Process

We start with Pyramex’s catalog information (online, .print, .pdf, etc.)

And “build” it into MDM for our online product catalog

Example: Pyramex Venture II® Safety Glasses

Result: Pyramex Venture II® Safety Glasses

BSE Online Catalog (Mfr Cat# SB1820S; BSE Part# 1249399):

“Content Chain” Manufacturer-Distributor-Customer

• Like a “Supply Chain”, product content moves transparently from manufacturer, through the distributor, to the customer.

Manufacturer Responsibilities• Authentic product data/specs • Branding• Catalogs and promotional info• Distributor training• CertificationsResources• DMP• IDW• People

Manufacturer Customer

Distributor Responsibilities• Manufacturer branding• Product knowledge/support• Web commerce• Promotional materials• Training opportunities• EventsResources• Web commerce• Punch out systems

Distributor

Other Data Consumers•Specifiers•Owners

“Content Chain” Integrity

OptimizationDefinition: an act, process, or methodology of making something (as a design, system, or decision) as fully perfect, functional, or effective as possible.– Merriam-Webster

1. What blocks or inhibits optimization?2. What happens along the path of the “Content Chain”?3. What degrades the integrity of manufacturers content?

Fact: If data lacks integrity, then optimization is pointless.

Distributor

“Content Chain” Integrity

• “Content Chain” looks simple, but:a) How many manufacturers work with one distributor?b) How many distributors work with one manufacturer?c) How many distributors work with one customer?

Manufacturer Responsibilities• Authentic product data/specs • Branding• Catalogs and promotional info• Distributor training• CertificationsResources• DMP• IDW• People

Manufacturer Customer

Distributor Responsibilities• Manufacturer branding• Product knowledge/support• Web commerce• Promotional materials• Training opportunities• EventsResources• Web commerce• Punch out systems

Other Data Consumers•Specifiers•Owners

“Content Chain” Integrity

• What the content chain really looks like (x 10, x100...)

Mfr. Cust.Dist.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

“Content Chain” Integrity

• Somewhere along the “content chain” marketing content probably encounters Mr. 220 / 221.

“Content Chain” Integrity

• What does Mr. 220 / 221 do to product content?

“Content Chain” Integrity

• What happens to the “integrity” of the content?‒ To many connections, to many “fires” and Mr. 220 / 221

Mfr. Cust.Dist.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

“Content Chain” Integrity

So does the integrity of product content stand a chance? Yes!1. IDW2. UNSPSC schema3. DMP

KEY #1: IDW

• What did IDW do to the information flow between manufacturer and distributor?

Mfr. Cust.Dist.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

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KEY #1: IDW

• It simplified it.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

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IDW

KEY #2: UNSPSC Schema

• The UNSPSC Schema provides a structure• You can get started at anytime – just contact IDEA for

available input templates• Don’t let perfect get in the way of progress• Make a decision and get moving – Momentum is key

‒ We’ll discuss how to get started in a few moments

Part Number Part Description UPC Code UNSPSC Attribute_1 Attribute_2 Attribute_3 Attribute_4 Attribute_5 Attribute_6 Attribute_7 Attribute_8

1234 Description 1 12345678900 39101901 Brand Name Sub Brand Type Special Features Application Standard Lamp Type Wattage

2345 Description 2 12345678901 39121512 Brand Name Sub Brand Type Special Features Application Standard Voltage Rating Amperage Rating

3456 Description 3 12345678902 39121502 Brand Name Sub Brand Type Special Features Application Standard Voltage Rating Amperage Rating

4567 Description 4 12345678903 39121502 Brand Name Sub Brand Type Special Features Application Standard Voltage Rating Amperage Rating

KEY #3: The Data Management Platform (DMP)

The flow of manufacturer data to distributors.Two historical shortcomings within the application:1. Catalog content was not

present 2. Communication within the

application was not possible

KEY #3: The Data Management Platform (DMP)

The flow of manufacturer data to distributors.With catalog content now present, communication is vital to the process. The DMP is the mechanism by which we can communicate WITHIN the process.Advantages:1. Communication is specific

to a product2. All content per product is

visible3. Fixing content is one and

done for the manufacturer

KEY #3: DMP in combination with IDW

• Fixing content is “one and done”.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

IDW &

DMP

KEY #3: DMP in combination with IDW

• Fixing content is “one and done”.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

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IDW &

DMP

Why is this important?

Why1. Customer demands2. Customer behavior3. Customer needs4. Customer desires

Bottom Line: It’s the customers requirement for1. Detailed information2. Easy access to information3. Access to information using a variety of devices

Recall Key #1

• Recall what IDW did to the manufacturer and distributor relationship.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

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IDW

Recall Key #1

• If we look at one distributors relationship with its customers.

Cust.Dist.

Cust.

Cust.

Cust.

• Web commerce• Web catalogs• Print catalogs• Mobil applications

Recall Key #1

• If we look at one distributors relationship with its customers.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

Mfr. Cust.Dist.

IDW

• Web commerce• Web catalogs• Print catalogs• Mobil applications

“Content Chain” Integrity

So the tools are in place to ensure “content chain” integrity.1. IDW2. UNSPSC schema3. DMP

So now what?

“How” to do and “What” to do

1. Defining your priorities2. Measuring progress3. Score4. Get started

Identify

MeasureScore

Repeat

Defining Your Priorities

• Need to find your starting point– Velocity index, A/B items, 80/20 rule– May be different for all– “I do not have enough time today to build all products, but I do

have enough time to build the right products”

• Gain momentum by starting on high profile products• Build for the future

– Think of the data needed to drive future processes and demands

Content Building

Defining Your Priorities

Content Efforts

A/ B Products

Stakeholders

Strategic Customers

Promotions

Market Divisions Content Owner

content “triage”

Projects

Measure Progress and Score

• Create measurable goals - dashboard– Count of SKUs online– % of A and B items built/unbuilt– % of items with an image– SKU count by market– Last updated?– “What gets measured,

gets managed”

• Track, update, and report

Identify

MeasureScore

Repeat

Content Building

Get Started

A few basic steps will get you on the way1. Identify your sku’s to “build”2. Use the UNSPSC template

– IDEA has templates available3. Gather your product information resources

– Product materials and product experts4. Assemble your resources5. Build the data into the template6. Upload to IDW7. Communicate via the DMP

Benefits to this effort

You will see many benefits to your effort to provide content• Greater depth of products in marketing efforts• Greater emphasis on marketing of products vs. gathering content• Defeat Mr. 220 / 221 by providing content• More: Help distributors meet the growing customer demand of

seeing more information about more products in more places

Benefit #1: Greater scope of products visible

A & B Items

Market Demands

Strategic Customers

Full range of products offered by a manufacturer

Scope of catalog content built for online and printed catalogs

Demands for catalog content

When manufacturers DO NOT provide catalog content, expect to see a NARROW scope of products online and in print!

Benefit #1: Greater scope of products visible

A & B Items

Market Demands

Strategic Customers

Full range of products offered by a manufacturer

Scope of catalog content built for online and printed catalogs

Demands for catalog content

When manufacturers DO provide catalog content, expect to see a MUCH WIDER scope of products online and in print!

Benefit #2: More focus on product promotion

Help distributors shift effort from content building to product promotion!

Benefit #3: Defeat Mr. 220 / 221

• You can ensure content integrity by providing content, and not leaving it in the hands of Mr. 220 / 221.

Benefit #4: More

E-Commerce E-NewslettersData

SyndicationPrinted

CatalogsFlyers

• Today’s customer:― Wants more information about more

products from more places― Uses B2C processes in their personal life― Includes “internal” customers

Looking Forward

Manufacturers must provide catalog content!1. Protect your product’s catalog content by providing it2. Future maintenance of catalog content dependant upon the

exchange of data3. See a greater depth of your products online & in print4. Help distributors shift from content building and management to

product promotion and selling!5. Most important: Customers want More: More information about

More products, in More places

BORDER STATESSupply Chain Solutions

QUESTIONS