#1 “independant” commerce platform - SAP CH Events “independant” commerce platform ... SAP...
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Transcript of #1 “independant” commerce platform - SAP CH Events “independant” commerce platform ... SAP...
#1 “independant” commerce platformFastest growing global commerce ISVFounded in 1997Operations in 15 countriesCustomers > 700Employees > 1300
Offices: Munich*, Montreal*,Amsterdam, Boston, Chicago,Gliwice, Hong Kong, London,Milan, Paris, Sao Paolo, Sydney,Tokyo, Stockholm, Vienna, Zug** Headquarters
hybris helps businesses around the globesell more goods, services and digitalcontent through every touchpoint,channel and device.
hybris delivers OmniCommerceTM:state-of-the-art master data managementfor commerce and unified commerceprocesses that give a business a singleview of its customers, products andorders, and its customers a single view ofthe business.
BOTH LEADING ANALYST FIRMS RANK HYBRIS“LEADER” AMONG TOP 2 OR 3
THE FUTUREOF COMMERCECONVERGENCEOF DIGITAL ANDPHYSICAL
Digitally Connected
79% of customers spend at least 50%of total shopping timeresearching products online
EMPOWEREDCUSTOMERSARE
Socially Networked
53%of customers abandoned an in-store purchase due to negativeonline sentiment.
Better Informed
59%of customers are willing to try anew brand to get bettercustomer service.
EVERY MINUTEOF EVERYDAY
of YouTube uploads
48 hrs
new mobile web users
217
Wordpress blog posts
347
new websites
571
Foursquare check-ins
2,083
Flickr photos
3,125
Instagram photos
3,600
Email messages
204,167,667
Google queries
2,000,000
Facebook shares
684,478
Consumers spend
$272,070
Twitter tweets
100,000
Apple app download
47,000
Facebook likes
34,722
Source: Domo, Inc.
61,141hours of musicuploaded
2.4 BILLIONBRAND-RELATEDCONVERSATIONSIN AMERICAEVERYDAY.
THIS CHANGES THE RULE FOR MARKETERS.
21ST CENTURYENGAGEMENT
SHARE RESEARCH
SHOP
PURCHASETRIGGEREVENT
COMPARE
10
Enterprise Commerce
VariousERP
CMS / ECM
PLM
CRM
MAM /Mediaserver
Suppliers
Internal /External
Data sourcesOnline
Channels
OfflineChannels
OnlineStore
Websites
POS
Mobile
CallCenter
Procure-ment Supplier Product
ManagersMarke-
tingContent
Managers Sales
PrintCatalogs
PrintMaterial
DMCampaigns
CD /DVD POS
Users
Pfister‘s Verkaufskanäle.
?20
Filialenstationärer
Handel
Seit 1882
CallCenter
Telefon-Handel
Seit 1990
OnlineE-Handel
Seit 2007Relaunch
2010Relaunch
2014
MobileMobile-Handel
Sommer 2011
Multi-Channel Grundsätze von Pfister:Keine Bevorzugung eines Distributions-Kanals:
einheitliche Preiseeinheitliche Lieferung & Montageeinheitliche Rabatte
© Carlos Friedrich 27.10.2014, Rüschlikon Seite 12
Pfister‘s Kommunikationskanäle.
20Filialenstationärer
Handel
Seit 1882
CallCenter
Telefon-Handel
Seit 1990
OnlineE-Handel
Seit 2007Relaunch 2010Relaunch 2014
MobileMobile-Handel
Sommer 2011
1. Printwerbung seit 1882 (Inserate, Plakate, POS Kommunikation)2. Direktwerbung seit 1932 (Katalog, Mailings)3. Bewegt Bild-Werbung seit ca. 1950 (TV, Kino, YouTube, POS-Screens)4. Radiowerbung seit ca. 1980
5. Internetwerbung & Email-Werbung seit 19966. Webseite seit 1996
7. Mobile-Werbung seit 2010 (SMS, i-Pad-Banner)8. Events z.B. AP Party seit 2010
9. Pfister Blog seit Januar 201310. Facebook&Pinterest seit Herbst13
© Carlos Friedrich 27.10.2014, Rüschlikon Seite 13
Pfister‘s Cross-Channel.
20Filialenstationärer
Handel
Seit 1882
CallCenter
Telefon-Handel
Seit 1990
OnlineE-Handel
Seit 2007Relaunch 2010Relaunch 2014
MobileMobile-Handel
Sommer 2011
1. Printwerbung seit 1882 (Inserate, Plakate, POS Kommunikation)2. Direktwerbung seit 1932 (Katalog, Mailings)3. Bewegt Bild-Werbung seit ca. 1950 (TV, Kino, YouTube, POS-Screens)4. Radiowerbung seit ca. 1980
5. Internetwerbung & Email-Werbung seit 19966. Webseite seit 1996
7. Mobile-Werbung seit 2010 (SMS, i-Pad-Banner)8. Events z.B. AP Party seit 2010
9. Pfister Blog seit 201310. Facebook&Pinterest seit Herbst13
© Carlos Friedrich 27.10.2014, Rüschlikon Seite 14
NEW KINDOF CRM.
Helpingcompaniesattract, retainand growprofitablecustomers.
Deliver relevantexperiencethroughout theentire customerjourney.
EXPERIENCE IS NEWCOMPETITIVE ADVANTAGE.
Revenue&Margin Stock Price Top-Line Growth
DISCOVERNEED
RESEARCH
RECEIVEOFFER
TRACKORDER
SHOP &BUY
RECEIVEPACKAGE
MISSINGITEM
POSTREVIEW
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
JOINGROUPS
NETWORKISSUE
CHANGEADDRESS
RESTARTSERVICE
RECEIVEOFFER
REFERFRIENDS
WEB
DIGITAL ADS
WORD OFMOUTH
SOCIAL
TV
RETAILSTORE
WEBSHOP
REVIEWS
SEARCHKW/ADS
CONTACTCENTER
WEBSHOP
SOCIAL
RETAILSTORE
WEBSHOP
CONTACTCENTER
CONTACTCENTER
RETAILSTORE
CONTACTCENTER
CONTACTCENTERSOCIAL
WORD OFMOUTH
SOCIAL
SUPPORTPORTAL
?
SUPPORTPORTAL
?
BRANDEDCOMMUNITY
?
CUSTOMER (NOT YOU)SELECTING CHANNEL & DEVICE
REFERFRIENDS
POSTREVIEW
JOINGROUPS
TRACKORDER
RECEIVEPACKAGE
MISSINGITEM
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
NETWORKISSUE
CHANGEADDRESS
RECEIVEOFFER
DISCOVERNEED
RESEARCH
RECEIVEOFFER
TRACKORDER
RESTARTSERVICE
SHOP &BUY
SHOP &BUY
RECEIVEPACKAGE
MISSINGITEM
POSTREVIEW
PRODUCT
SUPPORT
BILLINGISSUE
MAKEPAYMENT
DAMAGED
ITEM
RETURNS
JOINGROUPS
DELIVERY
ISSUE
CHANGEADDRESS
ADDITIONAL
PURCHASE
RECEIVEOFFER
REFERFRIENDS
WEB
DIGITAL ADS
WORD OFMOUTH
SOCIAL
TV
RETAILSTORE
WEBSHOP
REVIEWS
SEARCHKW/ADS
CONTACTCENTER
WEBSHOP
SOCIAL
RETAILSTORE
WEBSHOP
CONTACTCENTER
CONTACTCENTER
RETAILSTORE
CONTACTCENTER
CONTACTCENTERSOCIAL
WORD OFMOUTH
SOCIAL
SUPPORTPORTAL
?
SUPPORTPORTAL
?
BRANDEDCOMMUNITY
?
AWARENESS
INTEREST
DECISION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
DECISION
USE
CUSTOMER (NOT YOU)SELECTING ENGAGEMENT POINTS
EVERY JOURNEY IS UNIQUEAND EVERY POINT OF ENGAGEMENT MATTERS
WE ARE INDIVIDUALS THAT HAVEEXPRESSED, IMPLIED,AND HIDDEN NEEDS.
RELEVANCE IS KING.
GET THE DIGITAL-PHYSICAL FUSION RIGHT
30%50%
15%
50%70%
85%
online online/offline offline
2000
OFFLINE
2006
ROPOPRODUCT
2012
TRANSCENDENCECUSTOMER
2018
BOPIS/BORISORDER
PROFILEIMPL
ICIT
EXPLIC
IT
RELEVANCE
NORMALIZATION
ENGAGEMENT
LISTENING
BROWSE
CLICK
OPEN
CLOSE
IGNORE
WALK-BY
HOVER
BUY
REGISTER
SUBSCRIBE
RETURN
COMPLETE
SEND
SHARE
EVENTS FROM
TRIGGERS TO
Experience Management
CommerceMarketing ServiceSales
MDM for Customer Engagement & Commerce (Product, Customer, Order)
Customer Engagement Intelligence (CEI)
web mobile Instore/branch
contactcenter
digital goods marketplace print emaildigital adssocial
@
search
SAP CUSTOMER ENGAGEMENT & COMMERCE
Platform / HANA
© 2013 SAP AG. All rights reserved. 28
CHALLENGES TO ENGAGE CUSTOMERS ANDDEVELOP CUSTOMER INTIMACY
Data is in differentdata sources
SAP systems /Non-SAP /Data in the cloud
Can’t write SQL /Can’t wait /Need to collaborate
Business UsersExpectations
Sends Request
Sends Report
Resends Report
RefinesRequirement
• Visualisation• Exploration• Predictive Analytics• Simulations• Optimizations under
constraints
Lack ofInsight
• Volumes huge• Aggregated & not• Structured & not• Current & Historic
DataCharacteristics
© 29
MEETING THESE CHALLENGESREQUIRES A NEW CUSTOMER ENGAGEMENT APPROACH
• Real time data sources,across all channels
• Real time insight andpredictions, even on bigdata and changingbusiness requirements
Real-timeCustomer Insights
Personalized CustomerEngagement
• Proactive choose thecustomers to invest forgrowth
• Tailor the offering foreach segment andcustomer
Effective Execution
• Not just analysisand understanding,but execution
• Close the loop withmarketing andsales initiatives
© 2013 SAP AG. All rights reserved. 30
RESULTS:TRANSLATINGCUSTOMER DATAINTO DOLLARS
Best in class companieshave 31% year-over-yearrevenue growth VS 5% foraverage and a 10%decline for laggards
Big Data for Marketing: Targeting Success,Aberdeen Group, January 2013
• More targeted positioning
• Focus on high valuecustomers
• Cross sell / upsell basedon potential
Increase Revenue &Wallet Share
Improve Margins
• Reduce marketing andsales costs
• Focus on high marginactivities
• Invest right resources atright place and time
Reduce CustomerChurn
• Deeper customerunderstanding
• Anticipate customer needs
• Position the right productsto the right customers
• Unmatched transparencyon all levels
• Agile organization thatcaptures opportunities asthey occur
• Reduced cycle times
Transform Sales &Marketing
© 31
SAP CUSTOMER ENGAGEMENT INTELLIGENCESELL MORE, SPEND LESS
Grow your most valuable customers
STRATEGY
EXECUTION
Optimize target groups forOmni-channel campaigns
INSIGHTS
Market to the right people
© 32
SAP CUSTOMERVALUE INTELLIGENCE
Grow your most valuable customers
• Strategic market segmentationusing the current and potentialvalue of your customers
• Prioritize of customers withbehavior profiling, whitespaceanalysis, and buying propensity
• Personalize your engagement forevery customer
© 33
SAP SOCIALCONTACT INTELLIGENCE
Market to the right people
• Follow conversations andunderstand customer affinities
• Track and score interactions
• Follow leads, from anonymouscontacts to buying customers
• Create target groups based-onreal-time conversations
© 34
SAP AUDIENCEDISCOVERY & TARGETING
Optimize target groups for Omni-channel campaigns
• High performance customersegmentation on Big Data
• Great visualization & exploration toolsto slice and dice data on the fly
• Optimize target groups leveragingpredictive analytics
• Personalization of messages forany channel
© 2013 SAP AG. All rights reserved. 35
BENEFITTINGFROM SAP HANA
COMBINEmassive amount of data from allavailable sources
SEGMENTATIONof very large data set
PREDICTIVEpower to focus engagement onthe most receptive opportunities
REAL-TIMEanalysis of very large data setof orders, invoices, andfinancial transactions
YOUR COMPANYHAS TO BECOMECUSTOMER-CENTRIC.
CONSUMERSHAVE TAKENTHE DRIVER
SEAT.
THE SAMESHOULD GOFOR YOURCOMPANY.
TO CONSUMERSTHE REAL AND
VIRTUAL WORLDSARE ONE.
INTEGRATEFRONTOFFICEWITH YOURENTERPRISE.
INFRASTRUC-TURE IS DRIVINGTHE CUSTOMER
EXPERIENCE.
Customers (B2B)Customers (B2B)Consumers(B2B2C)
CRM
MultichannelPlatform
FrontEnd
Middleware (SAP Process Orchestration) + API Gateway
CIP CRMIC Web UI
Contact CenterContact Center
Adobe AEMWCM
B2B Sales ForceB2B Sales ForceTradeTradeE-CommerceE-Commerce
Field ServiceIn the Cloud
M-CommerceM-Commerce Field ServiceField Service
AdobeCampaign
aka NEOLANE
SAP CRMMarketing
Marketing Campaign ManagementMarketing Campaign Management Sales and Order ManagementSales and Order Management
CRMSales
CRMPricing (IPC)
Aftersales and ServiceAftersales and Service
CRMService
SCMgATP (CDP)
Consumer Data ManagementConsumer Data Management
SAP CRMBusiness Partner SAP BODS
ReportsReports
BW on SAP HANA(SAP HANA Enterprise
Cloud)
Technology EnablersTechnology Enablers
AVAYA
C4CRetail
Execution
Adobe AEMDigital Asset Mgmt
Social MediaSocial Media
C4CSocial onDemand
Social MediaAnalytics
CustomerValue
Intelligence
PredictiveAnalytics
Customer PredictiveAnalytics Data MiningCustomer Predictive
Analytics Data Mining
SAPHANASearch
Adobe AEM
C4CSales onDemand
CIP CRMSAP FioriEnabled
HYBRIS
SAP and VistexPROS
AudienceDiscovery
andTargeting
Front End(SMP, SAP
Fiori) BCMDocumentum
WorldAccount
Legend: SAP on premise SAP 3rd party solutionNon-SAP solutionSAP cloud component
MANY COMPONENTS NEEDED FOR CEC PLATFORM
QMS MunichFeb 2012
THANKYOU
