Daily there seem to be new requests for information about a product. These requests come in from retailers, etailers, marketplaces, distributors, regulators, and consumers (Buyers). Information being requested allows for a product to be listed, ordered, moved, stored, and sold whether digitally or physically. Brands have to continually take time to evaluate all of the requests to determine ability to gather, provide, and share the information being requested. Most of the time there is not enough time in the day to accomplish this.
There needs to be a simple way to harmonize and share product information across the various outlets needing it. Work is underway on a Global Data Model (GDM) which has the potential to provide a base set of information from which product information can be shared for all purposes. The GDM is planned to increase transparency, aid a seamless omni-channel experience, and provide a faster cost-effective exchange of foundational product information.
GS1 in conjunction with the Consumer Goods Forum (CGF) has undertaken the task to build the GDM. Organizations around the globe have been working for over a year to establish the framework, style guide, and processes needed. They reviewed all of the bits of information needed to determine what should be included. Their work completed models for Food and Near Food products. They are continuing to work on additional models for Alcohol Beverages, Tobacco, Pet Food and other product types.
As 2019 wound down, the organizations conducted pilots to prove out their work for the Food and Near Food models. The pilots looked at the availability of the information in the GDM and the ability for the Brands to share with those needing the information. The pilots were focused on what can be shared today, what can be added and shared in the short term, and what will need to be added and shared in the long term. The pilots successfully proved the viability of the GDM.
What does this mean for you as a Brand Owner or Buyer of a product?
- You will have the ability to focus on a foundational set of product information which will cross multiple requests.
- As a Brand Owner, you can extend the information you make available to the foundation thereby expanding how your product is being presented for sale.
- As a Buyer, you can use the foundation to start your information collection to better align your content with that of others in the market. The focus on a common set of information will help to enhance all of our ability to understand, interactive with, and choose the right products.
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