May7– 9,2019

ThePerfectFit:RackingUpNewSaleswithSAPCommerceforB2CShopping

KevinMcNall,Director– DigitalProjects&Practices,RackRoomShoesSessionID#ASUG83152

AbouttheSpeakersKevinMcNall• Director– DigitalProjects&Practices,

RackRoomShoes– Responsibleformappingdigitalcapabilitiesto

strategicprioritiesthatdrivesalesandprofitabilityforthecorporation.

• eCommerce andwebtechnologyprofessionalwithover25yearsofexperiencewithbrandslike:– Shoes.com– FamousFootwear– Naturalizer

• Coffeelover,SurvivorTVseriesfan

JeffEberhart• GlobalDirector– SAPC/4HANAPractice,Birlasoft• Birlasoft Practiceleaderwithover25yearsof

consultingservicesandsoftwaresalesexperience.– FocusedondeliveringSAPC/4HANACommercestrategies

anddigitalsolutionsthattransformbusinessesandestablishafoundationforfuturegrowth.

• MountainBikingEnthusiast

Agenda• AboutRackRoomShoes• AboutBirlasoft• StrategicChallengesinToday’sDigitalEconomy• ProjectHighlights&Summary

– History– Challenges– BusinessCaseRequirements– Solution– Outcomes

• MobileFirst&BestInClassExperience• SolutionStack• InfrastructureArchitecture• FuturePlans&InnovationsthatExcite

THE DEICHMANN GROUP

It began with one shop…

It started in 1913 in the heart of Germany’s Ruhr district, when

Heinrich Deichmann, born in 1888, opened a cobblers’ shop and

ran it with his wife Julie. Two generations and over a century later,

the company has developed into Europe’s market leader.

Deichmann is currently active in 26 countries with over 4,000

stores, employs 40,000+ people and has sold over 178 million pairs

of shoes in 2018.

8

RackRoomShoesisthetrustedFAMILYFOOTWEARretailerofchoice.

440+storesIn33StatesMorethan4,000employees10M+RewardsMembers

Offersover200Nationalbrandsincluding:Adidas,Nike,Puma,Skechers,GbyGuess,MaddenGirl

Off Broadway Shoe Warehouse

70+largeformatstoresIn24States1,300+employees5M+RewardsMembers

Offersover400Nationalbrandsincluding:Adidas,Nike,Vans,PumaSteveMadden,AnneKlein,Birkenstock

OffBroadwayisaboutfashion.It’saboutself-expression andstyleobsession.

EnterprisetothePowerofDigitalTM

KPITITServicesbusinesshasmergedwithBirlasoft Forming

aleading$500MpubliclylistedEnterpriseDigitalandIT Services company

10,000+Engineersacross5Continents

Partofthe$2BCKBirlaGroupspanninga150YearLegacy

FocusedHorizontalsandDeepDomainExpertise

ORACLE&INTEGRATEDENTERPRISESOLUTIONS

SAP DIGITALTRANSFORMATION

INFRASTRUCTUREANDAPPLICATIONMANAGEMENT

SERVICES

EXTENDEDPRODUCTLIFECYCLE

MANAGEMENT

CRM(SIEBEL)ANDSALESFORCE

LeadingDigitalTransformationAcrosstheEnterprise

Automotive Manufacturing LifeSciences Energy&Resources Banking,CapitalMarkets&Insurance(BFSI)

Media&Entertainment

IndustryFocused

CONSUMERLOYALTYisillusive

COMPETITIONisomnipresent

ImpactonTotalReturn

StrategicChallengesinToday’sDigitalEconomy

DATAPRIVACYriskisreal

CULTURALCHANGEisparamount

ChangeisHappeningFast

1.5 billion newsmartphonessoldin2017-Statistica,2018

eCommercesalesgrew24.8percentin2017-Statistica,2018

Parcelshipmentvolumegrew48%from2014to2016- Source:PitneyBowes,2017,12globalmarkets)

91%ofonlineadsare ignoredorviewedfor<1sec.

60%of consumers abandoneda purchase due to a poorshopping experience

81%ofconsumersdotheirownresearchonlinebeforebuying

Source:Minewhat.com

ConsumersareHardtoEngage

Source:AmericanExpressGlobalBarometerSource:MarketingWeek

AndTacticalChallengesMustbeOvercome…

Personalization&Engagement MobileFirst SiteSpeed

ProjectHighlights&Summary

History• LaunchedOBwebsiteinQ42013,RRwebsiteinQ42014• InheritedHybris4.xcodebase+decisiontogofully

responsive• Transactionalbutnotefficient,conversionratesnotwhere

wewanted

Challenges• ImprovingCustomerShoppingExperience• ComplexIntegrations&Latency• HighSupport&Maintenancecosts

BusinessCaseRequirements

LeverageOut-of-the-BoxFunctionality

BuyOnlinePickupInStore(BOPUIS)

Speed,Speed,Speed

MobileFirst Best-in-ClassSearch

LowCustomCode

ProjectHighlights&Summary

Solution• Rebuild- SAPHybrisB2CCommerce&CXOptimization• 2brandedstorefrontswithbackendsystemsintegration• Streamlineperformanceandintegration

Outcomes• Improvecustomershoppingexperiences• Increasecartconversion,AOV&revenue• Reducecoststosupportandmaintainmultiplesites• BeabletousemoreOOTBfeatures

MobileFirstImportance

• 70%ofRRSTrafficComingFromMobile

• MobileFirstStrategyImperative

• DeployedResponsiveStorefronts

• ConsistentpagerenderingacrossMobile,Tablet,

Desktop&UltrawideScreens

BestInClassSearch

Term:Womens BrownBootsUnder50

BestInClassSearch

Term:Mens NikeRunningSize9.5

SolutionStack

GoogleandAdobeanalytics

MainEntryERP

AIMIA

Scene7

RRS&OBSSites

Monetate

PowerReviews

LiveChat

CyberSource

STOTaxService

Salesforce/ExactTarget

SiteAnalytics

Loyalty/Rewards

Productreviews

Tax

MediaIntegration

Chatintegration

Payment,Fraud

MasterData&OrderData

Key Components

• Hybris B2C Commerce Platform on 6.3 • Customer Data Migration from 5.x to 6.3• 2 Fully Responsive storefronts• Omnichannel/BOPIS Integration• CyberSource Payment, Fraud Prevention• Braintree Payment (PayPal)• Loqate Address Verification Integration• STO Tax Integration• Power Reviews Integration• AIMIA Loyalty Integration• Monetate Recommendations Integration• Google & Adobe Analytics Integration• Google Maps Store Locator Implementation• Scene7 Digital Asset Management Integration• Integration to Home Grown ERP• FedEx Tracking Integration• SFMC Integration for Transactional Emails• Foresee customer survey/feedback

Personalization/Recommendations

CustomerCommunication

Braintree(PayPal)

InfrastructureArchitecture

KeyFeatures/Capabilities:• Extremelyfasthardwareand

networking• Abilitytodounobstructed

servermaintenanceaswellasrollingdeployments

• Growtheserverfootprintinminutesifnecessary

• Accessiblesessionsacrossallservers(Nomorestickysessions)

• HTTP/2Support

InfrastructureArchitecturev2

KeyFeatures/Capabilities:• Elasticity(autoscaled)• LeverageManagedOfferings

fromGoogleCloudPlatform

FuturePlans- InnovationsthatExcite

• NativemobileappleveraginglatestHybrisinnovations• Seamlessonline/offlineshoppingexperience• In-storebeaconstoenhanceshoppingexperience• GoogleMachineLearningAPI’sforimageandsearch

enhancements• Elasticloadbalancing– self-managingcurrenttofutureload

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Accesstheslidesfrom2019ASUGAnnualConferencehere:http://info.asug.com/2019-ac-slides

PresentationMaterials

Q&AForquestionsafterthissession,contactusatKevinMcNall,RackRoomShoes

Kevin.McNall@rackroom.com andJeffEberhart,Birlasoft Jeff.Eberhart@birlasoft.com

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