Enhancing Electronic Product Catalog for Customer Satisfaction

This article discusses the importance of synchronizing product data and images in electronic catalogs to reduce errors, improve data integrity, and increase customer order throughput. It also highlights the key attributes needed for an effective electronic product catalog.

• Electronic Catalog
• Customer Satisfaction
• Product Data
• Data Integrity
• Order Flow

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1. CUSTOMER ELECTRONIC PRODUCT CATALOG. 2015-02-26.

2. WHAT WE ARE TRYING TO ACCOMPLISH 1. Synchronize product data and images with our customers 2. Reduce errors in order flow 3. Increased data integrity 4. Increase customer s order throughput 5. Make New Era easier to do business with 2

3. WHY DO CUSTOMERS WANT THIS? 3

4. WHY DO CUSTOMERS WANT THIS? Electronic Catalogs with Multiple Product Characteristics 4

5. WHY DO CUSTOMERS WANT THIS? Electronic Catalogs with Multiple Product Characteristics 5

6. WHY DO CUSTOMERS WANT THIS? Electronic Catalogs with Multiple Product Characteristics 6

7. WHAT ATTRIBUTES DO WE NEED TO PROVIDE? CATALOG SELECTION CODE SELECTION CODE DESCRIPTION MINIMUM ORDER QUANTITY SEASONAL AVAILABILITY MADE TO ORDER RE-ORDERABLE BRAND / TRADE NAME DATE - BOOKING DATE - DISCONTINUE DATE - EFFECTIVE PRICE DATE - FIRST SHIP DATE PRICE - LIST PRICE - MSRP PRODUCT DESCRIPTION PRODUCT EXTENDED DESCRIPTION PRODUCT SIZE CODE PRODUCT SIZE DESCRIPTION PRODUCT TYPE TEAM PRICE - PURCHASE PRICE - TAX / VAT GTIN GTIN TYPE PRODUCT UNIT OF MEASURE RETURN INSTRUCTIONS POINT OF SHIPPING ORIGIN RETURN CODE DROP SHIP LEAD TIME LEAD TIME CODE HARMONIZED TARIFF SCHEDULE CODE HEADWEAR CROWN MEDIA COMPRESSION QUALITY MEDIA DESCRIPTION MEDIA FILE NAME MEDIA FILE SIZE MEDIA FORMAT MEDIA IMAGE HEIGHT MEDIA IMAGE WIDTH MEDIA NAME MEDIA ORIENTATION MEDIA PIXEL DENSITY MEDIA THUMBNAIL IMAGE MEDIA URL CONSUMER ITEM HEIGHT CONSUMER ITEM LENGTH CONSUMER ITEM WIDTH PRODUCT COLOR CODE (PMS) PRODUCT COLOR DESCRIPTION (PMS) CONSUMER ITEM NET WEIGHT PRODUCT COLOR CODE (NRF) HEADWEAR FIT HEADWEAR BILL TYPE PRODUCT SIZE CODE (NRF) CONSUMER PACKAGE GROSS WEIGHT CONSUMER PACKAGE HEIGHT CONSUMER PACKAGE HEIGHT UOM CONSUMER PACKAGE LENGTH CONSUMER PACKAGE LENGTH UOM CONSUMER PACKAGE WIDTH UOM GENDER PRODUCT FABRIC CODE PRODUCT FABRIC DESCRIPTION VENDOR COLLECTION NAME COUNTRY OF ORIGIN SEEMS DAUNTING! 7

8. WHAT ATTRIBUTES DO WE NEED TO PROVIDE? CATALOG SELECTION CODE SELECTION CODE DESCRIPTION MINIMUM ORDER QUANTITY SEASONAL AVAILABILITY MADE TO ORDER RE-ORDERABLE BRAND / TRADE NAME DATE - BOOKING DATE - DISCONTINUE DATE - EFFECTIVE PRICE DATE - FIRST SHIP DATE PRICE - LIST PRICE - MSRP PRODUCT DESCRIPTION PRODUCT EXTENDED DESCRIPTION PRODUCT SIZE CODE PRODUCT SIZE DESCRIPTION PRODUCT TYPE TEAM PRICE - PURCHASE PRICE - TAX / VAT GTIN GTIN TYPE PRODUCT UNIT OF MEASURE RETURN INSTRUCTIONS POINT OF SHIPPING ORIGIN RETURN CODE DROP SHIP LEAD TIME LEAD TIME CODE HARMONIZED TARIFF SCHEDULE CODE HEADWEAR CROWN MEDIA COMPRESSION QUALITY MEDIA DESCRIPTION MEDIA FILE NAME MEDIA FILE SIZE MEDIA FORMAT MEDIA IMAGE HEIGHT MEDIA IMAGE WIDTH MEDIA NAME MEDIA ORIENTATION MEDIA PIXEL DENSITY MEDIA THUMBNAIL IMAGE MEDIA URL CONSUMER ITEM HEIGHT CONSUMER ITEM LENGTH CONSUMER ITEM WIDTH PRODUCT COLOR CODE (PMS) PRODUCT COLOR DESCRIPTION (PMS) CONSUMER ITEM NET WEIGHT PRODUCT COLOR CODE (NRF) HEADWEAR FIT HEADWEAR BILL TYPE Great News! PRODUCT SIZE CODE (NRF) CONSUMER PACKAGE GROSS WEIGHT CONSUMER PACKAGE HEIGHT CONSUMER PACKAGE HEIGHT UOM CONSUMER PACKAGE LENGTH CONSUMER PACKAGE LENGTH UOM CONSUMER PACKAGE WIDTH UOM GENDER PRODUCT FABRIC CODE PRODUCT FABRIC DESCRIPTION VENDOR COLLECTION NAME COUNTRY OF ORIGIN 8

9. WHAT ATTRIBUTES DO WE NEED TO PROVIDE? CATALOG SELECTION CODE SELECTION CODE DESCRIPTION MINIMUM ORDER QUANTITY SEASONAL AVAILABILITY MADE TO ORDER RE-ORDERABLE BRAND / TRADE NAME DATE - BOOKING DATE - DISCONTINUE DATE - EFFECTIVE PRICE DATE - FIRST SHIP DATE PRICE - LIST PRICE - MSRP PRODUCT DESCRIPTION PRODUCT EXTENDED DESCRIPTION PRODUCT SIZE CODE PRODUCT SIZE DESCRIPTION PRODUCT TYPE TEAM PRICE - PURCHASE PRICE - TAX / VAT GTIN GTIN TYPE PRODUCT UNIT OF MEASURE RETURN INSTRUCTIONS POINT OF SHIPPING ORIGIN RETURN CODE DROP SHIP LEAD TIME LEAD TIME CODE HARMONIZED TARIFF SCHEDULE CODE HEADWEAR CROWN MEDIA COMPRESSION QUALITY MEDIA DESCRIPTION MEDIA FILE NAME MEDIA FILE SIZE MEDIA FORMAT MEDIA IMAGE HEIGHT MEDIA IMAGE WIDTH MEDIA NAME MEDIA ORIENTATION MEDIA PIXEL DENSITY MEDIA THUMBNAIL IMAGE MEDIA URL CONSUMER ITEM HEIGHT CONSUMER ITEM LENGTH CONSUMER ITEM WIDTH PRODUCT COLOR CODE (PMS) PRODUCT COLOR DESCRIPTION (PMS) CONSUMER ITEM NET WEIGHT PRODUCT COLOR CODE (NRF) HEADWEAR FIT HEADWEAR BILL TYPE We have 95% of this data already! PRODUCT SIZE CODE (NRF) CONSUMER PACKAGE GROSS WEIGHT CONSUMER PACKAGE HEIGHT CONSUMER PACKAGE HEIGHT UOM CONSUMER PACKAGE LENGTH CONSUMER PACKAGE LENGTH UOM CONSUMER PACKAGE WIDTH UOM GENDER PRODUCT FABRIC CODE PRODUCT FABRIC DESCRIPTION VENDOR COLLECTION NAME COUNTRY OF ORIGIN 9

10. CATEGORY - DATA MINIMUM ORDER QUANTITY SEASONAL AVAILABILITY MADE TO ORDER RE-ORDERABLE BRAND / TRADE NAME DATE BOOKING DATE DISCONTINUE PRODUCT SIZE DESCRIPTION TEAM DATE - EFFECTIVE PRICE DATE - FIRST SHIP DATE PRICE LIST PRICE MSRP PRODUCT DESCRIPTION PRODUCT EXTENDED DESCRIPTION PRODUCT SIZE CODE PRODUCT TYPE Most fields (Green) require no additional work Yellow fields will require some work Can Minimum Order Quantity default to 1? Conversation is required for the Product Extended Description 10

11. ENGINEERING - DATA No New Data Requirements GTIN / EAN / UPC GTIN TYPE PRODUCT (MATERIAL ID) UNIT OF MEASURE 11

12. LOGISTICS - DATA RETURN INSTRUCTIONS* RETURN CODE* POINT OF SHIPPING ORIGIN HARMONIZED TARIFF SCHEDULE CODE [*] Return instructions will be a one time setup and a default going forward 12

13. MARKETING - DATA No New Data Requirements MEDIA COMPRESSION QUALITY MEDIA DESCRIPTION MEDIA FILE NAME MEDIA FILE SIZE MEDIA FORMAT MEDIA IMAGE HEIGHT MEDIA IMAGE WIDTH MEDIA NAME MEDIA ORIENTATION MEDIA PIXEL DENSITY MEDIA THUMBNAIL IMAGE MEDIA URL 13

14. MERCHANDISING - DATA CONSUMER ITEM HEIGHT1 CONSUMER ITEM LENGTH1 CONSUMER ITEM WIDTH1 CONSUMER ITEM NET WEIGHT1 PRODUCT COLOR DESCRIPTION (PMS) PRODUCT COLOR CODE (PMS)2 PRODUCT COLOR CODE (NRF)2 CONSUMER PACKAGE LENGTH CONSUMER PACKAGE LENGTH UOM CONSUMER PACKAGE WIDTH UOM HEADWEAR FIT1 HEADWEAR BILL TYPE1 HEADWEAR CROWN1 PRODUCT SIZE CODE (NRF)1 CONSUMER PACKAGE GROSS WEIGHT CONSUMER PACKAGE HEIGHT CONSUMER PACKAGE HEIGHT UOM GENDER PRODUCT FABRIC CODE PRODUCT FABRIC DESCRIPTION VENDOR COLLECTION NAME [1] Will be derived by business rules associated with silhouettes [2] Requires consistent data 14

15. SOURCING - DATA No New Data Requirements COUNTRY OF ORIGIN DROP SHIP LEAD TIME LEAD TIME CODE 15

16. PROCESS FLOW 16

17. PROCESS FLOW 17

18. PROCESS FLOW 18

19. PROCESS FLOW Could present challenges meeting timeline 19

20. PROJECT TIMELINE BUILD (2/16 3/27) SAP and Program development Identify Process owners Testing Catalog clean-up Education FINAL PREP (3/30 - 4/3) Master data entry GO-LIVE & SUPPORT (4/6) Lids: first retailer 20

21. NEXT STEPS Identify process owners Filip to schedule follow-up next week Discussions on master data maintenance Filip to schedule individually or key groups next week 21