Post on 10-May-2015
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The Retail On-line ExperienceRoundtable session, Madrid
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Insert Information Protection Policy Classification from Slide 8
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Retail as the 3rd Space
is rapidly accelerating as e- and now m-commerce become habit for consumers. Digital commerce is forcing retailers to rethink the function of brick-and-mortar, which is increasingly focused around experiences, unique environments and customer service—giving shoppers new reasons to spend time in these spaces.
ING Direct, Toronto, CARetail Rebooted, August 2013
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Predictive Personalization
points to retail’s shift to a data-centric, more measurable data than ever, retailers will increasingly be able to predict customer behavior, needs or wants. The race is now on to master the art of tailoring offers and communications very precisely.
Retail Rebooted, August 2013
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Everything is Retail
Transactions are not simply moving beyond physical stores to the digital space—rather, brands are getting increasingly creative in where and how they sell their goods now that almost anything can be a retail channel, thanks largely to mobile technology. Shopping is becoming a value exchange that can play out in multiple new and novel ways.
Retail Rebooted, August 2013
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RETAIL JOURNEYS
CLIENTELING
STORE OPERATIONS
CUSTOMER DATA
Key Elements for Retail Transformation
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www.oracle-downloads.com/infographicexperienceretail/
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Expectations And Demands Are Rising
Increasing At Home, Where You Buy & Where You Work
More AccessMore Options More Influence
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Creating Massive Disruptions
Making It Harder To Differentiate, Compete And Win
MediaExplosion
GreaterCommoditization
GlobalCompetition
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Experiences Influence Attitudes
CONVERSION RATE
Turn Shoppers Into Buyers
LOYALTY
Turn Buyers Into Frequent Buyers
REFERRAL
Turn Frequent Buyers Into Recommenders
Confident in making the right decision
Belief that I continue to get unique value
Trust that it honors my reputation
Behaviors Deliver Results
Attitudes Influence Behaviors
Answers to my questions and concerns
Support that helps me get the value promised
Feedback that my friends are satisfied
ExperiencesInfluenceAttitudes
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“The Value Add of shops”
“Back in 2011 we anticipated we should change our cross
channel-strategy, so web and physical shops would
cooperate, not compete. Customers can buy shoes online
from Scapino and collect these at the Manfield shops”Pat Hünen, Board of Directors, Macintosh
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Two distinct groups arise
1. Defined by product, where our favourite global brands
dominate the marketplace and interact directly with
consumers through this global marketplace.
2. Specialists, bespoke and local retailers catering
specifically for the individual customer within their
specific community.
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RETAIL JOURNEYS
CLIENTELING
STORE OPERATIONS
CUSTOMER DATA
Key Elements for Retail Transformation
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• Kiosk or tablet based browsing for customers
• Optimized experience for mobile tablets
• Product catalogue and targeted recommendations
• Simple Order capture and Self Service
• Ex. Sign up for VAS, Topup/Pay, Modify Profile etc.
• Assisted selling experience for customers
Retail Transformation: Key CapabilitiesClienteling | Mobility
Customer Led:
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Retail Transformation: Key CapabilitiesClienteling | Mobility
• Rich interaction interface with complete customer view
• Recommendations driven based on customer behavior
• Support Simple and Complex ordering scenarios
• Ex. New Registration, Bundling, B2B orders etc.
• Support Browse – Lead – Quote – Order – Care
• Integrations with CRM, Charging/Billing and also with Social platforms
Retailer Led:
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• Personalized journeys with in-store tablets/kiosks
• Targeted recommendations based on spend and existing services and assets
• Personalized messaging for customers on interaction devices
• Geo-fencing for prioritized interactions
• Leverage social media and behavioral preferences
Retail Transformation: Key CapabilitiesClienteling | Personalization
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• Identify customers entering, exiting and in store behavior
• Foot fall analytics providing segment, days, dwell times and including roaming profiles
• Sources including CRM data, network probes, event capture systems and store details
• Provide product facing granularity driving in store experiences, item and product placements
Retail Transformation: Key CapabilitiesClienteling | GeoFencing
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• View product information using the AR (Augmented Reality) tags.
• Support basic marketing information such as features and plans for mobile devices, availability etc.
• Recognition can be enhanced to view QR Codes, 2D and 3D image recognition with SDK.
• Store Managers view operational data and business intelligence in context within their store.
Retail Transformation: Key CapabilitiesClienteling | Augment Reality
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• In store Self Service to drive traffic away from assisted transactions.
• Enable customers to also own and move to online channels as part of the in-store experience.
• Target simple transactions – Topup/bill pay, product browsing, upsell/cross sell.
• Escalate to assisted interaction off of the Self Service portal based on customer preference.
Retail Transformation: Key CapabilitiesClienteling | Self Service
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But Where Do You Start?
1. Deliver a more personalized customer experience across various touch points
2. Enable a more engaging and interactive customer experience across web, mobile and social channels
3. Create a more connected and consistent customer experience across all channels
What are your key CX objectives?Integrating the Customer Experience is Complex
What are your key CX objectives?
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“Top performers are five times more likely to adopt and integrate WCM solutions with the marketing management infrastructure to power CX”
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The Online Channel Delivers on CXWeb Experience is an Ideal Starting Point to Your CX Journey
Integrate customer touchpoints
Drive engaging online experiences
Connect cross-channel customer data
• Unify the customer experience across websites (marketing, commerce & self-service) & campaigns
• Incorporate social media & mobile with your web presence• Leverage faceted search & navigation within sites• Deliver a highly targeted & personalized site experience
• Leverage segment data between WEM, BO & CRM systems
© 2012 Oracle Corporation – Proprietary and Confidential 27
COMPANY OVERVIEW• N Brown Group, and its principal subsidiary, JD Williams is a leading
internet and catalogue home shopping company, with over 140 years of experience in the distance shopping market.
• 50% of a 272m euros turnover online
CHALLENGES/OPPORTUNITIES• No control by business, requires to be Dreamweaver experts. Web site
page based and no data model• Seasonal and incremental content publishing capability • Ability to provide cached fragment based information to a variety of
delivery sites, applications and systems
SOLUTION• Phase 1 to build a Content Management Product based system with
integration to Java Caps• Phase 2 introduce Delivery and Personalisation and DAM to the
business• Oracle SOA and WebCenter Sites
RESULTS
• Streamlined Content Supply Chain across 53 web sites
• Multi-Channel: web,call center, mail. mobile, POS (Stores) Affiliates
• Volumes of • 200,000 products • 1.7 million options• 12 million offers • 1 million images
J D Williams Larger than Life Retail Customer
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web & tabletah.nl/appie
iPhoneapp Android
app
.nl.nl
.nl
appieplatform
ah.nl
webwinkel.ah.nl
etos.nl
gall.nl
webwinkel.etos.nl
webwinkel.gall.nl
.beah.be
albert.nl
allerhande.nl
allerhandeiPad app
albert.cz
hypernova.sk
ahold.nl
bol.com
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30
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Customers can check store inventory from web or mobile. Capture and fulfill orders with supreme supplier collaboration.
Marketers spend less time, low-cost access to new markets, increased customer satisfaction and loyalty
Centrally manages branding, product and marketing content across 53 different retail sites
Deployed 50+ new websites for different market segments, integrated with Commerce
WebCenter based CX platform for anytime, anywhere engagement on any device
Rolled out “Buy On-Line, Pick-up in Store” to provide seamless shopping experience
Customer SuccessesOracle WebCenter for great Web Experience Management
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The Experience RevolutionMonday, June 25, 2012
New York City Event Briefing
Reimagine The Experience…
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Achieve Sustainable Growth & Profit
INCREASE BRAND EQUITY
INCREASEMARKET SHARE
INCREASE SHARE OF WALLET
DRIVE LOYALTY
DRIVE ADVOCACY
INCREASE ROIC / EVA
INCREASE PRODUCTIVITY
DECREASE COST OF OPERATIONS
RETENTION (MONETIZE RELATIONSHIPS)
ACQUISITION (INCREASE SALES)
EFFICIENCY (LEVERAGE INVESTMENTS)
GENERATE MOREOPPORTUNITIES
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Achieve Sustainable Growth & Profit - Retail
INCREASE BRAND EQUITY
INCREASEMARKET SHARE
INCREASE SHARE OF WALLET
DRIVE LOYALTY
DRIVE ADVOCACY
INCREASE ROIC / EVA
INCREASE PRODUCTIVITY
DECREASE COST OF OPERATIONS
RETENTION (MONETIZE RELATIONSHIPS)
ACQUISITION (INCREASE SALES)
EFFICIENCY (LEVERAGE INVESTMENTS)
GENERATE MOREOPPORTUNITIES
Reduction of Inventory Positions
SG&A cost reduction
GM ROI improvement
Improved Customer conversion rates
Increase cross store sales
Improved Service Level
Improved customer satisfaction
Comparable Store Sales Increase
Ad(vertisement) Effectiveness
End of life sell through
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An Integrated Approach is Required
DIRECT ON-SITE CALL CENTER WEB MOBILE SOCIAL
SIEBEL CRM
SIEBEL MARKETING
ORACLE RETAIL
WEBCENTER
RIGHTNOW
INQUIRAWEBCENTER
ATG
ENDECA
WEBCENTER
VITRUE
VITRUE
COLLECTIVE INTELLECT
INVOLVER
BUSINESS INTELLIGENCE REAL-TIME DECISIONS | ENDECA | OBIEE
CAMPAIGNS SIEBEL MARKETING
CUSTOMER DATA SIEBEL CRM
ENTERPRISE CONTENT MANAGEMENT WEBCENTER
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Insert Information Protection Policy Classification from Slide 8
Technology Platform Requirements: Retail
Multi-channel Customer Experience for Retail
1. Engaging Interactive, website
Social Networks,
Collaboration, Web
2. Cross Channel Selling
Web, BPM
3. End-to-end Order orchestration &
fulfillment
SOA,BPM
4. Master customer, order, product , inventory data
Data Integration,
MDM
Industry Trend
Specific Business Problems / Requirements
Technology Components
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KPN is a leading telecom service provider in The Netherlands
Sought to increase customer sat, reduce cost to serve, and develop a common online architecture
WebCenter based CX platform enables KPN to begin realizing their vision for a connected customer experience anytime, anywhere, on any device
EXTEND THE EXPERIENCE
Customer Success: KPN