A case study from Hästens beds - Deloitte United States · 1. Retail experience 2. Digital...
Transcript of A case study from Hästens beds - Deloitte United States · 1. Retail experience 2. Digital...
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Elevating the human experienceA case study from Hästensbeds
Barry O’Neill
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About Hästens
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1. Retail experience 2. Digital Marketing pilot
Improve in store buying
experience
Automate back office
processes
Improve marketing
efficiency
Drive growth in new key
markets
2 Human
centred
projects @
Hästens
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A STRONG COLLABORATION
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APPROACH
VIABILITY
DESIRABILITY
A desirable solution
that the customer
really needs
A profitable solution,
with a sustainable
business model.
A feasible solution, building
on the strengths of
operational capabilities
A test for desirability focuses on
whether your solution is a nice to
have or a must have for your
customer.
Viability not only looks at profit, it
also looks at sustainability to ensure
that your business contributes to
community and society.
A test for feasibility measures the
operational capabilities leveraged in
a new solution.
FEASIBILITY
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Retailexperienceproject
1.
• Improving in store
buying experience
• Automating back office
processes
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HU
MA
N F
OC
US
TEC
H F
OC
US
APPROACH
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END CUSTOMERS’PROFILES
INTERNAL CUSTOMERS’PROFILES
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END CUSTOMERS’JOURNEY
INTERNAL CUSTOMERS’JOURNEY
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END CUSTOMERS’JOURNEY
INTERNAL CUSTOMERS’JOURNEY
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ADMIN/ FINANCE
THE ARCHITECTURE
SALES ASSOCIATES
& STORE MANAGERS
SF PARTNER COMMUNITY
KACHING
STORE APP
STORE ERP
SF SALES CLOUD
FINANCE ERP Nothingness
CONFIGURATION ENGINE
ADYEN
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KACHING + ADYEN
A seamless payment solution integrated to the
store app that allows the customer to partially
or fully pay (using a credit card) with ease and
get a receipt right away.
THE ARCHITECTURE
SF PARTNER COMMUNITY
STORE APP
A point of sale app that displays all the sellable products
including a bed configurator. It is able to fetch customers
as well as add new ones. Create and share quotes, and
check out.
The Community will be the centre for collaboration between colleagues and
will provide the employees with all the necessary information to handle and
maintain Leads, Accounts, Contacts, Sales Orders, Purchase orders and
Inventory and to be updated on the company as well as personal progress.
ADMIN/ FINANCE
SF PARTNER COMMUNITY
KACHING
STORE APP
STORE ERP
SF SALES CLOUD
FINANCE ERP
CONFIGURATION ENGINE
ADYEN
SALES ASSOCIATES
& STORE MANAGERS
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STORE APP KACHING
SF COMMUNITY
A customer walks in &
follows a bed assessment
Adds accessories to it.
A quote is created and
shared – The customer is
added
Agrees on a bed and the
sales rep. configures it.
STORE APP
The customer comes back
to the store.
The sales rep finds their
profile & quote.
The customer pays
and checks out
VISIT 1 VISIT 2
The customer is automatically
added in the SF System as a
lead
SALES CLOUD
SALE
END CUSTOMERS’JOURNEY
INTERNAL CUSTOMERS’JOURNEY
PRE SALE
ADYEN
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The sales associate can pack
the order and create a
purchase order if required.
PAYMENT DELIVERY FLIPPING SERVICE
At any point in time the sales associates and
store managers can keep track of the store stats.
When it comes to sales and performance.
SALES CLOUD
SF PARTNER COMMUNITY SF COMMUNITY
SALES CLOUD
The customer receives an
invoice for the percentage left
THE SALES JOURNEY – CUSTOMER
AFTER SALE
The bed is delivered to the
customer
When the items are ready to
be shipped a delivery
company can be notified via
the Community
Flipping service reminders are
automatically created and
remind sales associates when
to notify their customers
The customer is reminded to
flip the mattress
THE SALES JOURNEY – ADMIN/FINANCE
The sales associate can see the
sales order and the processed
payments.
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SF PARTNER COMMUNITY
FUNCTIONALITIES
Account creation & management
Mattress flipping reminders
Sales order management
Leads creation & management
Chatter & Group
Payment handling
Purchase order management
Inventory management
Register Store traffic
Reports & Dashboards
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Bed configuration
Quote creation/sharingFind/create customer
Accessories selection & configuration
Go to checkout
Cart Discount x item
STORE APP
FUNCTIONALITIES
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Handle payments in SEK
Send receipts to customers
Handle returns
Process card payments
KACHING + ADYEN
FUNCTIONALITIES
Full & Partial payments
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ADMIN/ FINANCE
The overall purpose of the Sales Cloud to centralise the the data that will be used in
the Community set up. Enabling an overarching performance visualisation using
dashboards and reporting.
Cloud based solution for accounting, implemented with the purpose of
scaling (opening new stores) in an easy way.
The vision for the manufacturing erp is to be integrated with the sales cloud
to reduce manual work when a purchase order needs to be created.
SF SALES CLOUD + STORE ERP
FINANCE ERP
MANUFACTURING ERP
With the upgrade of the store ERP we enable data to be created
and later synched to the finance system. Storing the finance
system GL accounts and automatically creating journal entries
based on sales and purchases.
Sales Cloud becomes a command centre to set up a new stores,
handle users and permissions.
CONFIGURATION ENGINE
THE ARCHITECTURE
SF PARTNER COMMUNITY
KACHING
STORE APP
STORE ERP
SF SALES CLOUD
FINANCE ERP Nothingness
CONFIGURATION ENGINE
ADYEN
Third party custom build configuration engline
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Sales reporting
Journal entry creation
Finance data synch
Inventory management
SF SALES CLOUD + STORE ERP
FUNCTIONALITIES
Performance Overview
SALES CLOUD
Permission handling
Managing leads Managing customer data
Managing activities Recording store visits
Create quotes Create sales orders
Create purchase orders Manage orders
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FUNCTIONALITIES
FINANCE ERP
FUNCTIONALITIES
CONFIGURATION ENGINE
Purchase order
Product data
Customer data
General Ledger posting Accounts Receivable
Product rules management Pricing of quotes
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Apple Confidential
Day 1Golden Thread
Day 2Whiteboards
Day 3High Fidelity
APPLE ENTERPRISE NEXT
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APPLE
ENTERPRISE NEXT
BUSINESS CHANGE
WORKSHOP
EXECUTIVE
VISIONING
Planning to make
change happen.
Learning from a customer experience
leader.
Being design led.
Understanding the
breadth of the
platform.
A week in California
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Digital MarketingPilot
2.
• Improve marketing
efficiency
• Drive growth in key
markets
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What- Design and run 2 pilot campaigns
- Implement Salesforce Marketing Cloud and Audience
Studio (DMP)
T H E P I L O T
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Why - Take the first step
- Learn
- Start to gather usable customerr data
T H E P I L O T
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GoalIncrease footfall to own stores in
London and New York City.
Lay technology foundation for future
digital marketing
T H E P I L O T
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How- Targeting the right people with the right
message…
- …in a learning process that will improve
the accuracy over time
T H E P I L O T
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T H E P I L O T
One pilot – two stages
knownUnknown
CustomerKnown
1. 2.
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T H E P I L O T – I . U N K N O W N T O K N O W N
Unknown
Known
Customer
2. Lead generation
3. Conversion
4. Audience Insights
1. Quality Traffic
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ProductionMedia buying &
optimisation
Creative
development
Audience
identification &
segmentation
T H E P I L O T – I . U N K N O W N T O K N O W N
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Technology
implementation
T H E P I L O T
Salesforce Marketing Cloud
Journey Builder
Audience Studio
Email Studio
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Creative
Concept
T H E P I L O T
Sample content for ”career” focused campaign
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Media
Strategy
T H E P I L O TTargetted segments on:
• + Banner ads
Monitor, refine, follow the money approach
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Website
landing pages
T H E P I L O T
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Experience
Design
T H E P I L O T
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marketing
T H E P I L O T
Sample Email Templates