Cognitive commerce for retail
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Transcript of Cognitive commerce for retail
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IBM Commerce Overview
and the Power of Cognitive Commerce February 2016
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What if…you could create unbreakable bonds with your customers?
© 2016 IBM2
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Create moments…moments of serendipity, seemingly by chance.That make the mundane magical.The everyday memorable.
© 2016 IBM3
Imagine if serendipity could happen by design.
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Serendipity can happen by design…billions of times each day. © 2016 IBM4
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Perfect TimingThe right experience, delivered at just the right moment.
Predictive CapabilityUnderstanding what individuals really want, before they even know it.Cognitive Power
Ability to see patterns and make unlikely connections, beyond human imagination.
Infinite DataAccess to an endless universe of information and possibilities.
© 2016 IBM5
We help our clients engineer moments of serendipity to build loyalty …to create unbreakable bonds.
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For marketers…the ability to create personalized, meaningful customer experiences, infused by analytics.
For e-commerce professionals…the ability to perfect all aspects of the customer’s interaction through customer and experience insights.
For supply chain leaders…the ability to orchestrate complex systems, processes and partners, to deliver flawlessly.
© 2016 IBM6
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© 2016 IBM7
Through a holistic approach to engagement
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We help our clients engage with customers, not at them
© 2016 IBM8
Customer Analytics
Marketing
eCommerce & Merchandising
Digital Experience
IBM Interactive
Customer engagement solutions from IBM help you understand and adapt instantly to what customers are saying and doing – so you can deliver the kinds of experiences and offerings they want before they even know they want them.
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And, we help our clients have value chains that are seamless and strong
© 2016 IBM9
B2B Integration
Procurement
Payments
IBM Managed Services
Partner and supplier engagement solutions from IBM help you establish and manage closely linked value chains enabling seamless and secure collaboration, enhanced transparency and new levels of agility for you and your trading partners.
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Specifically for these leaders and professionals
© 2016 IBM10
PROCUREMENT LEADER
Chief Procurement Officer
VP Supply Chain
PAYMENTs and TRANSACTIONS LEADERs
VP Payment Services
VP Transaction Services
eCOMMERCE LEADER
VP EcommerceChief Sales OfficerVP Merchandising
CUSTOMER EXPERIENCELEADER
Chief Experience Officer
VP Customer Experience
MARKETING LEADER
Chief Marketing Officer
VP Digital Marketing
SUPPLY CHAIN LEADER
Supply Chain Officer
CIO/CTO
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With a focus on design and roles to bring them value
© 2016 IBM11
PROCUREMENT LEADER
Manage suppliers and contracts to
optimize spend
PAYMENTs and TRANSACTIONS LEADERs
Process commercial
and retail transactions with
greater insight
eCOMMERCE LEADER
Deliver differentiated brand
experiences across all channels
CUSTOMER EXPERIENCELEADER
Really know your customers and how
to serve them better
MARKETING LEADER
Engage customers with relevant and
rewarding experiences
SUPPLY CHAIN LEADER
Drive seamless and secure exchange of
data with trading partners
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12 © 2016 IBM
Merchandisers
Identify Trends and Take Action
Experience Designers
Deliver Compelling Digital Experiences
Marketers
React with Real Time Personalization
And now with cognitive capabilities, we are focused on these workflows
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To enable better and more informed decisions …
© 2016 IBM13
Sales and Merchandisers with insights about performance
When insights come together, so do opportunities.
Marketers to understand and adapt instantly
Supply Chain and IT with thinking built-in the value chain
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For marketers
© 2016 IBM14
Real-timepersonalization React with tools that continuously learn from individual interactions to deliver a personalized experience across all channels.
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Engage with real time personalization
© 2016 IBM15
Wherever customers and prospects are on their journey
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For experience designers
© 2016 IBM16
Deliver Compelling Digital ExperiencesManage portfolios of digital properties that deliver consistent, compelling, content-driven experiences.
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Leveraging cognitive capabilities at design time and at runtime to deliver more effective and personalized digital properties
To build and deliver compelling digital experiences
© 2016 IBM17
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For merchandisers
© 2016 IBM18
Identify trends and take actionGain insights in real time from a multitude of data sources about what consumers are discussing, what they are buying and why.
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To explore data and gain insights
© 2016 IBM19
powered by Watson Analytics
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Turn awareness of trends into profitable action
© 2016 IBM20
Driven by the power of Watson
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To optimize fulfillment based on demand
21
Analyze peak periods and item velocity
Plan depth and breath of peaks
Optimize inventory allocation, fulfillment locations
Streamline inventory movement
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© 2016 IBM22
When your business thinks,
you can outthink. To outthink challenges, competitors and limits, you must conceive of new opportunities you couldn’t imagine before.
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HomebaseHomebase uses IBM eCommerce solutions to provide highly personalized shopping experiences that are designed to meet the needs of today's consumer.
Customers now shopping online
Increase in online traffic driving double digit sales growth40% 30%
© 2015 IBM23
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24 © 2015 IBM
FreshDirectFreshDirect is using IBM Customer Analytics and IBM Marketing solutions to drive campaigns that are personalized with the best offers based on customer insights.
40%Lift in order rates with new customers 10X
Increase in transaction rates from cart abandonment communications
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JCC Payment SystemsJCC Payment Systems is using IBM Payments solutions to deliver SEPA transaction processing as a service to creditors and banks across Cyprus.
SEPA 250 K
Transaction processing to creditors and banks – enriching its service offering and driving growth
SEPA Direct Debits processed daily at peak times
© 2015 IBM25
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26 © 2015 IBM
Bonnie PlantsBonnie Plants is using IBM B2B Integration solutions to collaborate and engage with partners and suppliers with real-time visibility into inventory, enabling them to anticipate needs of an individual store.
Of their business occurs in 3 monthsfrom March to May
USD realized growth by reducing costs and increasing reliability of their B2B operations10-20M 70%
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© 2016 IBM27
The North FaceIBM eCommerce and Expert Personal Shopper from Fluid (IBM Business Partner) helps consumers discover products based on recommendations in a natural language dialog leading to higher conversions, driven by the power of Cognitive Commerce.
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Looking ahead … leveraging external forces
28 # WeatherMeansBiz
Store orders are ‘right-sized’ to match forecasted consumption by location
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Looking ahead .. hyper personalized offers
29
Jack Thomas1 hour ago iOS
Midterms in 2 days. Crunch time #timetostudy
#StudySmart
Studying for exams?10% off for all students after 8 PM
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Looking ahead … leveraging personality insights
30
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Leveraging personality insights
31
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© 2016 IBM32
Driven by the power of Watson
When commerce gets cognitive,
amazing things happen.
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Join the conversationBlog, YouTube, Twitter, LinkedIn and Facebook
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Looking ahead to hyper personalized offers
34
Lily Smith @lmsmithStudying for SATs #SATSmart
Jack Thomas1 month ago iOS
Midterms in 2 days. Crunch time #timetostudy
Needs
Personality Values
Network
Time
Weather
Trend for students studying = opporutnity
#StudySmart
Deliver ‘situation aware’ personalized offers and experiences
Lily Smith 3 months iOS
Eek! Crunch time for AP Calculus #getsmartfast
Understand individual behaviors, patterns, and sensitivity to external influences
Offers correlated with learning and studying activities
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35
PersonalityPortrait
Looking ahead leveraging personality insights
These personality types respond to coupons (Orderliness, Self-Discipline, and Cautiousness …)
Needs
Personality
Values
Network
Time
Content determined by intrinsic preferences: “dress for success”
(self-enhancements), “high-quality” (ideals)
“10% off when you bring your friends (social ties)”
When you bring your friends!
10%
OFF
Multi-Dimensional Customer Insight
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Looking ahead leveraging external forces such as weather
36
Delayed fall means warmer weather trend – consumers will need X longer
Appropriate raw materials are secured and increased manufacturing capacity is scheduled
Store orders are ‘right-sized’ to match forecasted consumption by location
Anticipates surge in warmer seasonal products and services
Ensures accurate inventory
available in impacted
regions
# WeatherMeansBiz
Which products are impacted? Who is likely to buy and where is the demand predicted?