How does productDNA work?
One shared language to describe and share products, that everyone can trust. Read on to find out how the service works or click the button below learn about the platform itself.
enter product data into catalogue.
Independent third party
verifies quality and accuracy of data against physical product.
get easy access to data.
see the same information everywhere.
It’s complex and costly for suppliers to enter data separately, using different definitions, in each retailer’s portal.
Inaccuracies and inefficiencies are more likely when data is entered across multiple portals.
The industry is struggling to keep up with shopper demand for information and new ways to shop.
One common data definition for each type of product.
An industry-agreed set of attributes.
Single view of product data for suppliers and shoppers.
Powered by the cloud and built to evolve.
With over 150 attributes listed for each product in the catalogue, you get everything you need to know, all in one place.
Simple, accurate data that’s quick and easy to access. Simply put, it’s a better way for retailers and suppliers to communicate.
Suppliers can enter data in many ways, using a simple web interface, API and the existing GDSN network.
Catalogue. Product data is independently verified and stored using an industry agreed data model.
Retailers get product data they can trust and can integrate it however they choose. Product changes update automatically.
Compliant with GS1 standards.
Cloud-based, and designed to scale to the growing demand for product data.
Combines attributes, image and video data.
Ensures privacy and transparency, with full historical tracking of product updates.
Simple UI and smart APIs make it easier to enter and access data.
Designed for industry needs, not commercial imperatives.
Retailers and suppliers choose how they access and enter data.
Gives suppliers an imperative to provide quality information.
Suppliers have full ownership of their data.
Easy and secure to edit product data.
Supplier enters data into catalogue.
Data is verified using a physical sample.
If data matches, it’s released to retailers.
Supplier owns and updates data directly – no one else can edit it.
Simple pass/fail system means if supplier info doesn’t match physical test results, data has to be updated and reprocessed.
Retailers can see which products have passed/failed.
Suppliers are rewarded for providing consistently high-quality data.
On the pack claims are verified against data in the catalogue.
Weights and dimensions are up-to-date and exact.
Cost-efficient – retailers need fewer samples over time (and don’t have to test in-house).
Trusted, standardised data spreads confidence throughout the industry.
Info on retailer websites is more accurate.
Health and wellbeing apps
Diet, allergen and other nutritional info integrates easily with other apps and platforms.
Lifestyle and fitness apps
Data will be compatible with lifestyle apps, which have a growing influence on shopper habits.
In the future, productDNA data could power virtual supermarkets in places like bus stops and train stations.
“ productDNA is a significant milestone for the retail industry. In years to come we will look back on it as the equivalent to the introduction of the barcode in 1974. ”
- Marcus Dunsmore
Vice President Integrated Supply Chain