Let us trace the functioning of the Catalog based on one of the procedures most frequently used by large retail chains (Figure 1). Subscription – as we call it – is used for the automatic retrieval of product data.
For example, Retail Chain “A”, which is a so-called Data Recipient, wishing to receive current data on “Children’s Shampoos”, formulates the following query in the EANIC – SINFOS system in the SUBSCRIPTION module (No. 1 in Figure 1):
• GLN – of the supplier or suppliers
• Product classification – Global GPC Classification
• Product name
• Target market
• Brand
• Date range of the last change
• Subscription frequency.
By specifying the information entered or excluding its presence, the search scope can be narrowed or broadened. The system user can enter a query using the user-friendly WEBForms web interface or by using a file generated from their own enterprise resource planning system in the PRICAT standard. The system will periodically generate a response to such a formulated query in the form of a file, also in the PRICAT standard (No. 2 in Figure 1). The feedback will include, among other things, the following data:
• GTIN – the individual product number
• GLN – data identifying the manufacturer
• Product name
• Specific features, for example, weight, type of packaging, dimensions, etc.
• Hierarchy of collective packaging
• Product life cycle history (when it entered the market, when it was changed, updated, or withdrawn from the market)
What has “Retail Chain A” gained? Firstly, it has acquired full, complete, and current data on the group of products under the name “Children’s Shampoo”. A data set prepared in this way allows for correct assignment to categories, which is extremely important for buyers and negotiators responsible for maintaining a full assortment. Secondly, this data will be automatically refreshed according to the set frequency, for example, once a day. This, in turn, enables full tracking of the so-called product life cycle, its changes from the moment of data publication until its withdrawal. Thirdly, it is the Catalog that controls when and what data is sent to “Retail Chain A”. It also controls that this information is correct, using over a thousand validation rules even at the stage of its entry on the Data Supplier’s side. From the point of view of “Shampoo Manufacturer B” (No. 3 in Figure 1) – who is also a Data Supplier – the subscription enables their participation in specific tenders at an countless number of recipients. Constant exposure of data is treated as one of the forms of marketing activities that expand market reach. Furthermore, the Manufacturer enters data only once and only in one place, namely in the EANIC – SINFOS Catalog. All subsequent references take place through the same channels, which promotes the integrity of not only the database resources themselves but also the consistency of input-output procedures.