Page 18 - BOSS Today Issue 24

BOSS Synergy Team

problem which BOSS has been Following The Amazon? not widely used, partly because
addressing: “It has always been In addition, Wallington they are not really suitable: “The
ongoing, and you can never believes that the recent rise UN system is not yet well defined
sit back and say ‘That’s done!’” of Amazon within the OP in terms of OP, and the UK OP
However, in recent years it arena has introduced new industry has no direct control
has been exacerbated by two challenges to the project, since over the UN categorisations. If
factors: the e-commerce giant also they are not suitable, we can
has its own particular system make representation to the UN
n The introduction of and data standards: “There to have them changed, but
new product categories is a view from some that the we can’t change it ourselves,
into OP channels, such as industry should just standardise whereas if we develop and use
FM supplies etc, which are around Amazon’s requirements. our own categorisation we can
not part of the current BOSS However, Amazon require their – as an industry – change any “If a dealer
product classification system data in a particular format, categorisation which does not
and which clearly now need which isn’t necessarily the way make sense.” decides
to be incorporated into data that the data is required in other So the challenge falls to the
standards. e-commerce systems. One size Synergy team, and it is a task to sell
really doesn’t fit all.” which Wallington and his team
n The rise of e-commerce, Of course, Wallington accepts are glad to accept. However, remote-
which has increased the that OP dealers wishing to as he points out, without the controlled
need for reliable and operate within the Amazon assistance of BOSS members,
complete data, and market place will need to this vital project will make little helicopters,
put an unforgiving be able to supply data using headway: “We need help from
spotlight on when it Amazon’s own system, but BOSS members to actively we need to
is not consistent. Missing explains that the vision for support our work, not only
or incomplete data will Synergy is purely to be able to by assisting the development be able to
omit an OP dealer or its provide dealers with consistent, of common product data
product offerings from current and complete data standards, but also by adopting accommodate
end-user web searches, content which they can then those standards in their own
since customers will search hold and manipulate with businesses.” it!”
for product in many confidence within their own In effect this partly means
different ways. In addition, PIM (product information responding to requests for Richard Wallington
Google judges sellers on the management) system to then information and reviews of what
completeness and accuracy supply both to Amazon and to Synergy is producing. It also
of their data, and have others: “Our remit is to provide proves that the success of an
their own little quirks (titles consistent, standard data to the industry-wide standard depends
of over 72 characters might industry, so that dealers can entirely on it being used
not be offered to customers; then spit it out in the different industry-wide.
zero priced products are formats that they need. If it One ring could rule them
not allowed etc) which doesn’t come in right, it won’t all… but only if everyone uses it!
have to be observed if a come out right! It’s not for us to
dealer wishes to appear on say whether a dealer should use n IF YOU WOULD LIKE TO
that all-important first a PIM, or one system rather than KNOW MORE ABOUT THE
results page. another, but if we can make sure WORK OF SYNERGY – OR
that all the information that they WOULD LIKE TO ASSIST
So the issue is both ever- receive is standardised, then IN THEIR WORK, PLEASE
changing and ever-lasting, their lives will be a lot easier.” CONTACT RICHARD
and Wallington sees the WALLINGTON (richard@
role of the Synergy Team There Can Be Only One marketingsparks.co.uk) OR
as developing a future- In today’s increasingly Philippa Morrell (philippa.
proof system which can internationalised OP industry, morrell@bpifbusiness.com).
accommodate these changes are there not global or European
as the OP industry continues standards which BOSS and Martin Wilde – the author of this
to evolve: “If a dealer decides its members could follow? article – is Managing Director
to sell remote-controlled Wallington explains that while of OP market research specialists
helicopters, we need to be there are UN standards and Martin Wilde Associates Ltd
able to accommodate it!” product categories, these are (www.martinwildeassociates.com)

18 BOSS TODAY | October/November 2014

Industry Standards.indd 4 25/09/2014 14:38