Cementing the foundation for B2B and B2C commerce within · #NP#_JZBvaMwEMauTVup1HTd/Jq6urVI...

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Cementing the foundation for B2B and B2C commerce within a distribution network

Jerry Lewis Digital Customer Platforms Leader

IBM Services, Latin America

Leonides AbundisDigital Services Leader

CEMEX

Diego HernandezDigital Commerce Leader

NEORIS


Leonides Abundis

Digital Services Leader

CEMEX

Experience Overview

Education

Industry Experience

Expertise

• E-commerce

• Digital Transformation

• Outsourcing

• SAP

Computer Science

Engineering Minor in

Electronics

ITESM

Currently, Leader of Digital Services team, responsible of developing solutions

and integrating technology to enable CEMEX Go as the launching platform to

provide a Superior Customer Experience.

Leonides has more than 35 years of experience in IT. Half of the time in CEMEX,

where he has played several key roles: the digitization of the internal processes by enabling SAP for 25+ countries, leading the global transition of AMS as part

of an outsourcing contract, and recently, working on multiple digital

transformations initiatives.

During the past 2.5 years, he has been leading teams at Monterrey and

Prague to enable mobile native apps, a web portal, CRM and a pricing

solution as the basis of CEMEX Go platform. In collaboration with other teams,

he has also enriched the solutions by integrating Analytics, AI, and other 3rd

party software components.

Leonides lives in Monterrey, married and father of two, enjoys working with

young professionals to support the development of their talents.• Construction Materials

• Consumer Products

• Retail

• Banking

• Education


Jerry Lewis

Digital Customer Platforms Leader Latin America

IBM Global Business Services

Experience Overview

Representative EngagementsEducation

Offering Specializations

Industry Experience

Expertise

• Omnichannel commerce &

operations

• Omnichannel organization

structure

• Managed website operations &

services

• Customer engagement

• Digital Storefront platforms

• Digital marketing

• Digital business strategy

• Digital transformation

• Agile transformation

• Digital architecture

• Watson IoT

• Cognitive solutions & analytics

• BA, Economics, Stanford University

• MBA, Arizona State University

• Digital Reinvention

• Digital Storefront

Jerry is the Customer Platforms Lead of IBM’s Global Commerce Center of Competence, and brings

20 years’ experience in Digital Storefront to his clients. Jerry spearheads strategic and global pursuits,

advising C-level executives across sectors and industries with respect to digital strategy, digital

transformation, global program implementations and rollouts.

Jerry has built his career as a customer experience, commerce, technology, and retail software

applications expert with proven skills in practice leadership, product management, product

development, solution architecture, team-building, technology evaluation and selection, managed

services, application performance, web application development, project management, sales and

business development.

In addition to consulting activities, Jerry has held senior leadership roles in technology and Digital

Storefront at multiple companies, including 2 retailers, Moosejaw and Coach

• 1-800-batteries / iGo: B2C retail ecommerce design, launch (1998)

• WestMarine: B2C & B2B (1999)

• Mikasa B2C retail ecommerce launch (2000)

• SonyStyle & Sony Electonics: B2C retail ecommerce solution design and launch (2006). B2B

commerce solution design & launch (2005-2006)

• Moosejaw (acquired by Walmart): omnichannel B2C Digital Storefront design, launch and operation: (2008)

• Advance Autoparts: B2C retail ecommerce launch & managed services operation: (2009)

• Coach / CoachFactory: B2C retail and Flashsale development, managed services, performance (2011)

• Sam Ash Music: B2C retail ecommerce replatform, launch & managed services (2012)

• Homemakers Furniture: B2C retail ecommerce design, launch, managed services (2013)

• Bob’s Discount Furniture: B2C retail ecommerce development, testing, managed services (2013)

• Adidas: B2C retail ecommerce development, testing, managed services (2014)

• Taylormade: B2C retail ecommerce development, testing, managed services (2014)

• Electric Visual / Volkom (part of Kering Group): B2C retail ecommerce development, testing, managed services (2014)

• Industrial Products

• Retail

• Consumer Products

• Life Sciences

• Travel & Transportation


Diego Hernandez

Digital CommercePractice Leader

NEORIS

Experience Overview

Representative EngagementsEducation

Offering Specializations

Industry Experience

Expertise

• SAP Customer Experience

• Omni-Channel Commerce

• Digital Architecture

• Global Operations, AMS

• eProcurement

• Business Process Redesign

• MBA, Warwick Business School, UK

• B.Sc. ITESM University, MX

• Digital Commerce

• Digital Solut ions

• Construrama: B2B & B2C Commerce, Mexico, ongoing

• Kennedy Concrete: B2C Commerce, USA & Mexico, ongoing

• CEMEX PCM: B2B Commerce, Israel & Colombia, worlwide, ongoing

• MyCEMEX: B2B Commerce, Worldwide, 2017

• Axis Pipe & Tube: B2B Commerce, USA, 2015

• Prolamsa: B2B Commerce, Mexico, 2014

• AMD: AMS Services, Worlwide, 2009

• ITESM: eProcurement Solution, Mexico, 2006

• Steelscape: B2B Commerce, USA, 2005

• Tec Milenio: Student’s Online Services Solution, Mexico, 2004

• CEMEX: eProcurement Solution, Worldwide, 2002

• Construction

• Steel

• Education

• High-Tech

• Banking

• Food & Beverages

Diego is the Head for the Digital Commerce practice at NEORIS, he brings

more than 20 years of experience helping customers to enable digital solutions

in the eCommerce, eProcurement and Online Operation fields.

With a solid Solution Architect background and a strong business process

acumen developed from multi-industry transformation experience, he acts as

the “glue” between the business and digital transformation teams. As he

effectively translates the companies’ vision into concrete solutions and

activities.


Who are we?

Founded in Mexico, in

1906

Annual sales of US$13.7

billion

Leading cement

manufacturer

Present in more than

50 countries

Close to 41,000

employees


We have created the first end-to-end e-commerce platform in the industry

CEMEX Go covers the full customer journey

Receive Products & Services

Becominga Customer

Preparing to buy

Place Orders

Receive invoices & Pay

Place Inquires &

Complaints

Uses PCM, a component from SAP Commerce Solut ion

*

*


Copyright ©2018, CEMEX International Holding AG.

Offering a comprehensive,

integrated

solution to our customers

Covering all our products…

Covering all our segments…

Covering all

devices…

Ready Mix Aggregates Cement

Bulk & Bag

Other

Products

Builders Industrials Government Distributors


Mexico

USA

Colombia

Panama

Nicaragua

El Salvador

PeruCosta Rica

Bahamas

Haiti

Dominican Rep.

Puerto Rico

UK

Croatia

Norway

Sweden

Latvia

Poland

Czech Rep.France

Germany

Spain

Egypt

Israel

UAE

Philippines

Guatemala

Finland

Reaching all our markets by Q1 2019…



SAP COMMERCE

AS PART OF CEMEX GO



SAP Commerce will also provide component services to CEMEX Go

as we evolve the application architecture to meet future needs

Behind CEMEX Go …

CartCatalog AccountSearch


Construrama


Construrama

Founded in 2001

Over 1,800 points of sale

More than 15 years of

experience

Targeting the professional

segment

Brand Value Professionalization Preferred Pricing

$

Defined Territory


CEMEX Distribution Network

Sell products

Ship to store / customerBuy products

End Customer

6

Reseller

Construrama Supply

Franchise

Partners

Owned



Presence in

Latin America

Mexico

+1,800

Colombia

+300

El Salvador

2

Costa Rica

30

Dominican

Republic

77Puerto Rico

10

Nicaragua

33


…but NEWthreats

emerged

Growth of

modern formats with new value

propositions

Innovations in

Omnichannel technologies

Even

Stronger competition

for the professional segment



Digital

Platforms

SAP Commerce

Cloud

B2CB2B B2B2C


Financing

Loyalty

Programs

Professionalism

Construrama 4.0

Sales Strength

Shared logist icNetwork

ConstruramaSupply

...

Franchise

Digital Platforms

As one part of a broader modernization strategy


Construrama Digital Platforms

running on SAP Commerce

Construrama.com (Closed/B2B) Other Construrama Initiatives

• Launched: Aug 2017

• Digital Commerce platform for our Construrama’s

distributors to offer to their customers. Objectives:

» Improve purchase experience, increment cross-selling & up-selling and to obtain analytics

» Strengthen the Construrama network

» Take advantage of last-mile delivery capability

» Provide tools for professional customers to use to

manage their businesses better

• National implementation continues & adoption is

promoted via Digital Marketing (email campaigns), and dedicated onboarding personnel.

• Construrama Open/B2C: Same Commerce platform, but targeting final consumers without a

pre-existing contract. More robust Digital marketing

• Construrama Supply: Launched Apr 2018. Digital Commerce platform for all Distributors

» Expanded assortment related to ‘Building Materials’

» Improved pricing in these categories for the

Construrama network

• Construrama SCA&C: Digital Commerce platform

for all Construramas in the Region

» Business model definition underway


STORE MODELS


B2B Customer Journey

CheckoutLogin &

Select storeSearch

ProductsAdd products

to CartOrder

Confirmation Tracking

B2B Organization, Account, Personalized


B2C Customer Journey

CheckoutSearch for Products

Evaluate Store Options

Select store& shop

Order Confirmation Tracking

Open, Localization, Ranking, Guest Checkout



Product

Catalog Structure

Global

Mexico Other Country…

B2B & B2C MX Products

…

?



Stores

Structure

Global

Mexico

Region 1

State

Store Group

Store 1

Customer A

Admin User

User

User

Customer B

Admin User

Store 2

Customer C

Admin User

User

Store Group 2

State 2…

Region 2 …

Other Countries?


Stores can…

Self-Management

• Store Admin can create its customer’s accounts

• The admin user account (customer) is able to

manage the accounts for its own personnel

By going into the admin pages, they also can:

• Select which products can be sold by its

store and specify their own SKU

• Receive orders via email & console. Orders

contain both the site SKU and their own SKU

• Update Order status

As a store admin, they can login into the website

and upload a CSV file to:

• Update general prices

• Update custom prices for specific customers

• Update inventory

• Update customer credit information



Price

Structure

Global

Mexico

Region 1

State

Store Group

Store 1

Customer A

Admin User

User

User

Customer B

Admin User

Store 2

Customer C

Admin User

User

Store Group 2

State 2…

Region 2 …

Other Countries?

Store 1 General Prices

General Prices + Custom Prices

for Cust. A

General Prices + Custom

Prices for Cust. B


CHALLENGES


Key Challenges

Operations

Organization

Digital Marketing

Adoption

Agility



Q&A



THANK YOU [email protected]

+52 (81) 2319-3708 MX+1 (281) 475-9743 USA

[email protected]

+52 (81) 1639-4231 MX+52 (81) 8888-5144 MX

[email protected]

+52 (81) 1212-9782 MX

Cementing the foundation for B2B and B2C commerce within · #NP#_JZBvaMwEMauTVup1HTd/Jq6urVI...

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