{"id":79987,"date":"2021-05-31T17:34:43","date_gmt":"2021-05-31T09:34:43","guid":{"rendered":"https:\/\/www.i-sprint.com\/?p=79987"},"modified":"2021-12-16T17:35:32","modified_gmt":"2021-12-16T09:35:32","slug":"improving-supply-chain-management","status":"publish","type":"post","link":"https:\/\/www.i-sprint.com\/ja\/improving-supply-chain-management\/","title":{"rendered":"Improving Supply Chain Management and Customer Insights through Product Identity"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-right:0px;--awb-padding-bottom:0px;--awb-padding-left:0px;--awb-margin-top:0px;--awb-margin-bottom:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last\" style=\"--awb-bg-size:cover;--awb-margin-bottom:0px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-image-element fusion-image-align-center in-legacy-container\" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><div class=\"imageframe-align-center\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"2400\" height=\"1600\" title=\"Improving-Supply-Chain-Management\" src=\"https:\/\/www.i-sprint.com\/wp-content\/uploads\/2021\/05\/Improving-Supply-Chain-Management.jpg\" alt class=\"img-responsive wp-image-80629\" srcset=\"https:\/\/1217570951.rsc.cdn77.org\/wp-content\/uploads\/2021\/05\/Improving-Supply-Chain-Management-200x133.jpg 200w, https:\/\/1217570951.rsc.cdn77.org\/wp-content\/uploads\/2021\/05\/Improving-Supply-Chain-Management-400x267.jpg 400w, https:\/\/1217570951.rsc.cdn77.org\/wp-content\/uploads\/2021\/05\/Improving-Supply-Chain-Management-600x400.jpg 600w, https:\/\/1217570951.rsc.cdn77.org\/wp-content\/uploads\/2021\/05\/Improving-Supply-Chain-Management-800x533.jpg 800w, https:\/\/1217570951.rsc.cdn77.org\/wp-content\/uploads\/2021\/05\/Improving-Supply-Chain-Management-1200x800.jpg 1200w, https:\/\/1217570951.rsc.cdn77.org\/wp-content\/uploads\/2021\/05\/Improving-Supply-Chain-Management.jpg 2400w\" sizes=\"(max-width: 800px) 100vw, 1200px\" loading=\"lazy\" \/><\/span><\/div><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:15px;margin-bottom:15px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-text fusion-text-1\"><div align=\"justify\">\n<p>The inability to track goods as they move through the supply chain is a problem for many enterprises. In a <a href=\"https:\/\/www.ey.com\/en_gl\/consulting\/covid-19-why-real-time-visibility-is-a-game-changer-for-supply-chains\">survey by EY<\/a>, only 6% of supply chain executives expressed high confidence in their companies\u2019 systems and capabilities for end-to-end supply chain visibility.<\/p>\n<p>At the same time, businesses are struggling to gain granular insights into consumer behaviour. KPMG and Forrester Consulting <a href=\"https:\/\/advisory.kpmg.us\/articles\/2019\/five-struggles-customer-trust-consumer-retail.html\">found<\/a> that consumer and retail companies have difficulty tracking and sharing \u201ccustomer interactions across multiple channels and countries.\u201d However, such insights are crucial, especially with more consumers expecting brands to create messages and offers that are <a href=\"https:\/\/www.raconteur.net\/customer-experience\/struggle-to-build-a-single-customer-view\/\">personalised to their interests<\/a>.<\/p>\n<p>One way to address these problems is by adopting product identity solutions.<\/p>\n<h2>How product identity works<\/h2>\n<p>To create a digital identity for a product, a physical unique identity tag is embedded either into the item itself or its packaging. This tag is connected to a digital asset that is encoded in a database or blockchain.<\/p>\n<p>Physical unique identity tags come in various forms, including:<\/p>\n<ul>\n<li>Quick Response (QR) Code<\/li>\n<li>Barcode Tag<\/li>\n<li>Near-Field Communication (NFC) Tag<\/li>\n<li>Radio-Frequency Identification (RFID) Tag<\/li>\n<\/ul>\n<p>Let\u2019s take a bag of coffee beans as an example. A warehouse manager might scan the QR code on the bag to gain access to a blockchain ledger, which automatically records the scan. The manufacturer will then be able to see when and where the tag was scanned.<\/p>\n<p>Once that bag reaches the retailer\u2019s shelves, a consumer can use their own smartphone to scan the same QR code. Scanning the code can launch a website or app explaining how the beans have been ethically and sustainably sourced.<\/p>\n<p>These tags enable manufacturers to track their products at every step of the supply chain. They also enable brands to gather consumer insights based on how buyers interact with their products.<\/p>\n<h2>Gaining visibility into the supply chain through product identity<\/h2>\n<p>Companies recognise the benefits that end-to-end supply-chain visibility can bring. With a product identity platform, they could:<\/p>\n<ul>\n<li>identify where bottlenecks and damages take place,<\/li>\n<li>predict and reduce the likelihood of future delays,<\/li>\n<li>identify how stock-flow to unauthorised channels,<\/li>\n<li>stock level or movement across distribution channels,<\/li>\n<li>improve alignment between demand and supply,<\/li>\n<li>and improve regulatory compliance.<\/li>\n<\/ul>\n<p>Each of these capabilities helps a company reduce risks and costs. Product identity tags are important for business planning, and help strengthen relationships between supply-chain partners.<\/p>\n<p>When these solutions are connected to the blockchain, they become even more valuable: records stored on a <a href=\"https:\/\/accessreal.i-sprint.com\/how-blockchain-can-build-consumers-confidence-in-products\/\">blockchain<\/a> are inherently tamper-proof and confidential.<\/p>\n<p>As product identity solutions gather enough data, they will be able to identify trends in goods movements. Over time, they\u2019ll be able to quickly pinpoint specific scenarios and factors that lead to bottlenecks and delays.<\/p>\n<p>In the past, manufacturers would lose visibility of their products once they left the warehouse\u2014they\u2019d have to depend on distributors and store owners for additional data such as the number of units sold. But with these tags, they can now track their goods at retail stores and even past points of sales.<\/p>\n<p>That means manufacturers will be able to get a better view of the demand for each product in different locations. Through analysis of the historical data, they\u2019ll gain insights on consumer appetite for their products and align their supply accordingly. Not only does this prevent over-stocking\u2014by identifying the weakest products, manufacturers can improve or even reduce poorly performing product lines to adapt to fluctuating demand.<\/p>\n<h2>How brands can glean consumer insights through product identity<\/h2>\n<p>The digitalisation of products provides companies with granular consumer insights. It also gives manufacturers a new channel for sharing information about product deals or new launches.<\/p>\n<p>For example, a product identity platform can enhance manufacturers\u2019 understanding and gather insights of their consumers in the following ways:<\/p>\n<h3><u>Who scanned what products, and where<\/u><\/h3>\n<p>Which consumers scanned what products at a certain store? Which items were scanned, but not purchased? By learning the answers to these questions, brands can understand which of their products are more popular in certain locations, or among certain demographics. They can then adjust their supply and promotional campaigns to suit demand in each area, targeting different audience segments.<\/p>\n<h3><u>How promotions and product information affect sales<\/u><\/h3>\n<p>Manufacturers can learn how promotions and product information affect product scans and sales. For example, adding provenance information might improve sales for certain types of products or groups of consumers.<\/p>\n<p>Armed with such insights, brands can identify their most effective marketing strategies and use this knowledge to launch campaigns that bring in new customers.<\/p>\n<h3><u>Why consumers scanned the product<\/u><\/h3>\n<p>What does the consumer do after they scan the product and see the webpage or app that\u2019s launched on their phone? Some might try to learn more about the item\u2019s ingredients or provenance, while others might look for proof of authenticity.<\/p>\n<h3><u>How extended digitalised customer services play an impact on customer loyalty<\/u><\/h3>\n<p>Product identity platforms can also help brands improve customer loyalty. For example, a <a href=\"https:\/\/accessreal.i-sprint.com\/\">product identity solution<\/a> created by i-Sprint for a global automotive and industrial supplier allows consumers to log in to the platform for authentication and warranty registration. It also allows consumers to claim their rewards through the platform.<\/p>\n<p>Ease in warranty management through digitalised platform, automatic reward system by scanning unique identity code encourages continuous patronisation from customers.<\/p>\n<h3><u>Optimising consumer insights through profiles<\/u><\/h3>\n<p>Enabling customer profiles on the product identity platform can lead to even more valuable data.<\/p>\n<p>For example, consumers within the same age group or with the same lifestyle preferences might exhibit the same product preferences. (Note that insights like these will depend on what data you ask consumers to share on their profiles).<\/p>\n<p>Consumer profiles can also enable marketers to send more targeted marketing messages and promotions based on the consumer\u2019s past purchases, scan history, and demographics.<\/p>\n<h2>Product identity for valuable insights<\/h2>\n<p>From the factory floor to the consumers\u2019 hands, product identity solutions provide companies with valuable, granular information on not just their goods, but their customers too.<\/p>\n<p>On the supply chain side, these solutions improve traceability and supply-demand alignment, among many other benefits.<\/p>\n<p>On the marketing end, product identity solutions provide a closer look into individual consumer behaviour, as well as wider consumer trends\u2014all while in compliance with privacy laws and regulations. And by analysing this data, marketers can tailor their campaigns and messages to specific consumer segments for more effective results.<\/p>\n<p>Contact <a href=\"https:\/\/accessreal.i-sprint.com\/contactus\/?utm_medium=social&amp;utm_source=article&amp;utm_campaign=insights\">i-Sprint Innovations<\/a> to find out more about our product identity solution.<\/p>\n<\/div>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The inability to track goods as they move through the supply chain is a problem for many enterprises&#8230;&#8230;<\/p>\n","protected":false},"author":141,"featured_media":80629,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","footnotes":""},"categories":[174],"tags":[],"class_list":["post-79987","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-ja-2"],"_links":{"self":[{"href":"https:\/\/www.i-sprint.com\/ja\/wp-json\/wp\/v2\/posts\/79987","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.i-sprint.com\/ja\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.i-sprint.com\/ja\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.i-sprint.com\/ja\/wp-json\/wp\/v2\/users\/141"}],"replies":[{"embeddable":true,"href":"https:\/\/www.i-sprint.com\/ja\/wp-json\/wp\/v2\/comments?post=79987"}],"version-history":[{"count":4,"href":"https:\/\/www.i-sprint.com\/ja\/wp-json\/wp\/v2\/posts\/79987\/revisions"}],"predecessor-version":[{"id":80631,"href":"https:\/\/www.i-sprint.com\/ja\/wp-json\/wp\/v2\/posts\/79987\/revisions\/80631"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.i-sprint.com\/ja\/wp-json\/wp\/v2\/media\/80629"}],"wp:attachment":[{"href":"https:\/\/www.i-sprint.com\/ja\/wp-json\/wp\/v2\/media?parent=79987"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.i-sprint.com\/ja\/wp-json\/wp\/v2\/categories?post=79987"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.i-sprint.com\/ja\/wp-json\/wp\/v2\/tags?post=79987"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}