CECED Secretariat Brussels, December 2013

1. π-Certified Product Information Introduction CECED Secretariat Brussels, December 2013

2. Content • The -certified philosophy, goals, objectives; • Why ? • How does it work? • Which product information is included? • Standardization degree; • Benefits; • The organization; • How to join?

3. Philosophy & Structure PI Standard = A harmonized Standard that is used for supplying trading partners with a framework for electronic product information.  Whilestill recognizing the requirements for clear marketing differentiation.

4. Abstract goals • Control and steer the process of how product information is delivered; • Enhance product differentiation; • Inverse the trend towards commodity; • Actively structure the information according to business needs; • Ensure a common approach within the appliance industry; • Establish a European standard, integrate top retailers.

5. Concrete objectives • Improved exposure to full product information • Better informed in making a choice Consumer • Allow easy comparability of product features • Improved satisfaction level (Directive on Sales of Consumer Goods) • Better opportunity to differentiate Trade • Better potential for Trade-up

6. Product information in electronic format; • Use of electronic product data in logistics management & marketing systems. • More space to highlight product features and brand value; • Opportunity for richer info. • Third-party companies establish on the market. Why (1) Product Information is a key tool for marketing E-commerce • Rising sales volume & importance of Internet as distribution channel; • Cost savings & efficiency. Screen vs. brochure European manufacturers: Industry-wide standard for exchange of electronic PI = Retail demands  Other initiatives

7. Why (2) Consumer Interface Troubles: • Technical products often oversimplified; • Frequent mistakes due to misinterpretation; • Simple sell.  Duty of manufacturers: to improve quality & visibility of information Manufacturer Retailer Consumer

8. How it works - before A) Many standards - defined by retailers B) Intermediaries Standards defined by intermediary e.g. Encodex, Zebra, IDEA, ApplianceZone

9. How it works - after • One standard  defined by manufacturers: • No intermediaries; • Manufacturers control the process; •  Ensure communication of brand-specific values.

10. Product information Template:

11. Standardization degree (1) • Manufacturers want: • As much differentiation as possible; • Save handling and transaction costs; • Better educated consumer. • Retailers want: • Standardized, easy-to-handle product information; • Rapid overview of key features; • In-depth information in order to communicate & sell the product.

12. Standardization degree (2) • As much standardization as possible; • While sufficient room for product differentiation. Level of standardization

13. Example: Washing machine • 10 Logo fields • 3 Product Images low resolution • 3 Product Images high resolution • 4 Brand Message fields Marketing/Communication • 10 Feature Messages USP fields • 4 Sales Messages USP fields • 4 After Sales Message USP fields High Flexible content = high level of differentiation • Rinse Hold • Delicates/Silk • Tub Material • Drum Material • Filter System • Door opening: Button/Handle • Drum Volume • Load size (max.–kg) • Hot & Cold Water Intake • Wash Optimization • Foam Control • Balance Control • Water Protection System • Spin Speed Options • Skip Spin • Self adjusting water level to load • Separate Temperature Control Options • Half load option • Pre-Wash • Quick Wash • Special Woolens • Cold Wash Option • Start Delay Options • Start Delay Time max. (h) • Water Plus Features • Noise Level Spinning db • Total annual water consumption • Total annual energy consumption • Moisture content % on dry load after max. spin • Average washing time cotton 90C • Average washing time cotton 60C • Average washing time synt/mixt 40C • Energy Efficiency Class • Energy consumption kWh • Washing Performance Class • Spin drying performance Class • Maximum Spin Speed (rpm) • Capacity Cotton (Kg) • Water Consumption • Noise Level Washing db Potential for product differentiation Energy label information Standardized content = low level of differentiation • Brand • Product family • Product name • Internal Article number • EAN code • Built-in/Free standing • Removable Top • Cover door/double door • Country Versions Available • Loading Type • Door Hinge • Color Panel • Color Body • Alternative colors available • Maximum Connected Load • Current (A) • Voltage (V) • Frequency (Hz) • Test Certificates • Length electrical supply cord • Plug type • Depth (mm) • Width (mm) • Height with worktop (mm) • Height without worktop (mm) • Wheels • Net weight • Gross weight • Depth packaged (mm) • Height packaged (mm) • Width packaged (mm) Basic information Low Low High Level of standardization

14. Product groups • PI Version 14.2 (current version): • Accessories • Built-in coffee machines • Complementary products • Cookers • Double Cookers  • Dishwashers • Freezers • Fridge/Freezers combinations • Hobs • Hoods • Microwave Ovens • Modules (fryers, grills, hobs, scales , sinks) • Other products • Outdoor Grills • Ovens • Double Ovens  • Plate warmers • Refrigerators • Side-by-Side • Steam Cleaners • Steam Ovens • Steamers • Tumble Dryers • Vacuum Cleaners • Washer-Dryers • Washing Machines • Water Machines • Wine-storage  Introduction of small domestic appliances as of 2014

15. Languages Danish Dutch English Finnish French German Greek Italian Norwegian Polish Portuguese Slovenian Spanish Swedish

16. Benefits for trade • One structure across all manufacturer brands; • Complete information; • Correct information; • Free of charge; • Direct contact between manufacturer and retailer; • Search engine; • Lay-out; • Electronic availability over the Internet.

17. Benefits for manufacturers • Bi-lateral retailer contact without interference; • Full control over use of product information; • Communication of complete information; • Better support of brand value; • Not supporting cross-brand comparison; • More application of electronic commerce; • One standard for many solutions.

18. Benefits for retailers • Less manual intervention = lesser costs; • Correct, up-to-date data, easily available; • Facilitation of electronic applications such as catalogues, websites, kiosk solutions; • Free of charge; • Established bi-lateral communication remains;

19.  -Organization • PI standard: governed by the -organization  CECED PI Working Group; • Initiators: direct Members of CECED; • Invited participants: all brands selling in Europe

20.  -Manufacturers • Arçelik • Bosch Siemens Hausgeräte • Candy • AB Electrolux • Fagor Group • Gorenje • Indesit Company • Liebherr • Miele • Teka • Whirlpool

21. PI Working Group (1) • 3-4 Physical meetings per year at the CECED office in Brussels • Attended by representatives from the π-manufacturers • Discussion of the development of the PI Standard: • Include/update product groups, fields, values, etc. • Keep the Standard aligned with EU regulation (e.g. new energy labels) • Cooperation with other Standards (eCl@ss, GS1, ETIM, etc.) • Updates of the PI website • Correction of mistakes

22. PI Working Group (2) • Major issues that are currently on the PI WG agenda: • New energy labels for vacuum cleaners and cooking appliances • Update of all PI languages (check/new translations) • Release of small domestic appliances (PI version 15.0) • Check of the value length/format • Possible cooperation with GS1 France • Next meeting: 15 January 2014

23. How to join? PI Standard: • Eligible: all companies, retailers, individuals interested; • Get started: www.picertified.com; • No need to be a member of PI Organization; • Free of charge. PI Organization: • Eligible: all brands selling in Europe; • Conditions: adhere to -certified agreement; • Fees: entrance fees for "newcomers“ & annual fee • Contact CECED Secretariat

24. Contact us PI ORGANISATION Boulevard Brand Whitlock 114 B-1200 Brussels Belgium Telephone: +32 2/738.78.12 Fax: +32 2/403.08.4 E-mail: sanne.goossens@ceced.eu