CIO Summit Europe · 2012. 12. 6. · Motors 7.5 Business & Industrial 6.7 Telecoms 6.6 Government...
Transcript of CIO Summit Europe · 2012. 12. 6. · Motors 7.5 Business & Industrial 6.7 Telecoms 6.6 Government...
CIO Summit Europe 2./3. December 2012, Lisbon
The CIO as Business Value
Creator – Examples from the
Retailer and Consumer World
Dr. Stefan Hesse
Supervisory Board GS1 UK
Retail Expert & Entrepreneur
The GS1 System
Global standards for electronic business messaging Rapid, efficient and accurate business data exchange
The environment for global data synchronisation Standardised, reliable data for effective business transactions
Global standards for automatic identification Rapid and accurate item, asset or location identification
Global standards for RFID-based identification More accurate, immediate and cost effective visibility of information
(Common, unique, global) Identification
Keys (e.g. product, location, assets) and Attribute data (e.g. best before date)
Dr. Stefan Hesse 2 CIO Summit EU – Lisbon 2./3. Dec. 2012
Over 25,000
members
From retail, food service, healthcare and
online industries
Sole traders, to SMEs to
multi-nationals
Our GS1 UK members
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Cross Channel - Multiple Touch Points
Challenges and Opportunities! Dr. Stefan Hesse 4 CIO Summit EU – Lisbon 2./3. Dec. 2012
Retailer Websites are Leading Source of Puchase Information
Source: emarketer.com “Retailer Websites Are Leading Source of Purchase Information”, Aug, 29 th 2012
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Digital Touch Points’ Growing Importance Shoppers' usage of digital retail tools has doubled or tripled in the previous 18-month period.
96% of the survey respondents said they have used at least one digital shopping tool, with the majority using multiple tools.
28% 28% 25%
12% 12% 10% 5% 5%
64% 61%
53%
36%
23% 28%
18% 16%
2010
2012 Use
Which of the following digital tools have you used when shopping or planning to shop this year?
Source: A Tectonic Shift in Shopping Behavior, Ryan Digital Retail Study 2012
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What product could be
simpler than a loaf of bread?
But a loaf of bread is not
so simple: there are
over 40 data points
describing it here
Content Management is a huge Effort
Dr. Stefan Hesse 7 CIO Summit EU – Lisbon 2./3. Dec. 2012
Some GS1 Research about Product Data
• B2B: 80% average level of data
inconsistency –> inefficiencies in the
Supply Chain
• B2C: 375 products scanned with
third party mobile apps:
91% of products with incorrect
descriptions
75% products with no
information at all
Consumers do not buy if they do not get the
product information they expect.
Content is King!
Dr. Stefan Hesse 8 CIO Summit EU – Lisbon 2./3. Dec. 2012
Global Data Synchronisation Network (GDSN) and TrueSource – supporting our members’ cross-channel strategies
Value Creation – GS1 Data Standards
Dr. Stefan Hesse 9 CIO Summit EU – Lisbon 2./3. Dec. 2012
Growing interest in Digital Marketing, especially in Consumer Goods...
Share in %
Consumer Goods 15.8
Finance 15.8
Entertainment & Media 12.9
Retail 10.6
Travel & Transport 10.2
Technology 7.6
Motors 7.5
Business & Industrial 6.7
Telecoms 6.6
Government & Politics 3.5
Others 2.8
Source: mediaweek.co.uk “FMCG Firms help Push Digital Ad Spend to Record High of £2.6bn”
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…Especially Web Content
Dr. Stefan Hesse 11 CIO Summit EU – Lisbon 2./3. Dec. 2012
Chief Marketing
Officers give
highest priority on
Web Content and
Activity within
Digital Marketing!
Value Creation – Monetization or “Copy the Amazon Model”
Retailer delivering Cross Channel Touch
Points
Brand delivering High Quality Digital
Content
= Improved Customer Experience
Retailer Brand Traffic Sales „Marketing Money“ o Profit
+
„Marketing Money“ goes directly to the Retailers
bottom line! Dr. Stefan Hesse 12 CIO Summit EU – Lisbon 2./3. Dec. 2012
Remaining challenge is fully automated Redemption
with Validity check, Condition check and Payment
trigger.
But first solutions are on the horizon!
Paper based Digital
Expensive and slow Print Digital
Expensive and slow Transport Digital
Weeks Speed of Issuance Real Time
Low Control of Redemption High
Slow Cash Circle Fast
Limited Traceabilty Full
Limited Targeting Time, Place, Person
Value Creation – Digital Coupons
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Value Creation – …
…what are the opportunities for your company?
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