The Perfect Fit: Racking Up New Sales with SAP … - The Perfect Fit...May 7 – 9, 2019 The Perfect...
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May 7 – 9, 2019 The Perfect Fit: Racking Up New Sales with SAP Commerce for B2C Shopping Kevin McNall, Director – Digital Projects & Practices, Rack Room Shoes Session ID #ASUG83152
Transcript of The Perfect Fit: Racking Up New Sales with SAP … - The Perfect Fit...May 7 – 9, 2019 The Perfect...
May7– 9,2019
ThePerfectFit:RackingUpNewSaleswithSAPCommerceforB2CShopping
KevinMcNall,Director– DigitalProjects&Practices,RackRoomShoesSessionID#ASUG83152
AbouttheSpeakersKevinMcNall• Director– DigitalProjects&Practices,
RackRoomShoes– Responsibleformappingdigitalcapabilitiesto
strategicprioritiesthatdrivesalesandprofitabilityforthecorporation.
• eCommerce andwebtechnologyprofessionalwithover25yearsofexperiencewithbrandslike:– Shoes.com– FamousFootwear– Naturalizer
• Coffeelover,SurvivorTVseriesfan
JeffEberhart• GlobalDirector– SAPC/4HANAPractice,Birlasoft• Birlasoft Practiceleaderwithover25yearsof
consultingservicesandsoftwaresalesexperience.– FocusedondeliveringSAPC/4HANACommercestrategies
anddigitalsolutionsthattransformbusinessesandestablishafoundationforfuturegrowth.
• MountainBikingEnthusiast
Agenda• AboutRackRoomShoes• AboutBirlasoft• StrategicChallengesinToday’sDigitalEconomy• ProjectHighlights&Summary
– History– Challenges– BusinessCaseRequirements– Solution– Outcomes
• MobileFirst&BestInClassExperience• SolutionStack• InfrastructureArchitecture• FuturePlans&InnovationsthatExcite
THE DEICHMANN GROUP
It began with one shop…
It started in 1913 in the heart of Germany’s Ruhr district, when
Heinrich Deichmann, born in 1888, opened a cobblers’ shop and
ran it with his wife Julie. Two generations and over a century later,
the company has developed into Europe’s market leader.
Deichmann is currently active in 26 countries with over 4,000
stores, employs 40,000+ people and has sold over 178 million pairs
of shoes in 2018.
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RackRoomShoesisthetrustedFAMILYFOOTWEARretailerofchoice.
440+storesIn33StatesMorethan4,000employees10M+RewardsMembers
Offersover200Nationalbrandsincluding:Adidas,Nike,Puma,Skechers,GbyGuess,MaddenGirl
Off Broadway Shoe Warehouse
70+largeformatstoresIn24States1,300+employees5M+RewardsMembers
Offersover400Nationalbrandsincluding:Adidas,Nike,Vans,PumaSteveMadden,AnneKlein,Birkenstock
OffBroadwayisaboutfashion.It’saboutself-expression andstyleobsession.
EnterprisetothePowerofDigitalTM
KPITITServicesbusinesshasmergedwithBirlasoft Forming
aleading$500MpubliclylistedEnterpriseDigitalandIT Services company
10,000+Engineersacross5Continents
Partofthe$2BCKBirlaGroupspanninga150YearLegacy
FocusedHorizontalsandDeepDomainExpertise
ORACLE&INTEGRATEDENTERPRISESOLUTIONS
SAP DIGITALTRANSFORMATION
INFRASTRUCTUREANDAPPLICATIONMANAGEMENT
SERVICES
EXTENDEDPRODUCTLIFECYCLE
MANAGEMENT
CRM(SIEBEL)ANDSALESFORCE
LeadingDigitalTransformationAcrosstheEnterprise
Automotive Manufacturing LifeSciences Energy&Resources Banking,CapitalMarkets&Insurance(BFSI)
Media&Entertainment
IndustryFocused
CONSUMERLOYALTYisillusive
COMPETITIONisomnipresent
ImpactonTotalReturn
StrategicChallengesinToday’sDigitalEconomy
DATAPRIVACYriskisreal
CULTURALCHANGEisparamount
ChangeisHappeningFast
1.5 billion newsmartphonessoldin2017-Statistica,2018
eCommercesalesgrew24.8percentin2017-Statistica,2018
Parcelshipmentvolumegrew48%from2014to2016- Source:PitneyBowes,2017,12globalmarkets)
91%ofonlineadsare ignoredorviewedfor<1sec.
60%of consumers abandoneda purchase due to a poorshopping experience
81%ofconsumersdotheirownresearchonlinebeforebuying
Source:Minewhat.com
ConsumersareHardtoEngage
Source:AmericanExpressGlobalBarometerSource:MarketingWeek
AndTacticalChallengesMustbeOvercome…
Personalization&Engagement MobileFirst SiteSpeed
ProjectHighlights&Summary
History• LaunchedOBwebsiteinQ42013,RRwebsiteinQ42014• InheritedHybris4.xcodebase+decisiontogofully
responsive• Transactionalbutnotefficient,conversionratesnotwhere
wewanted
Challenges• ImprovingCustomerShoppingExperience• ComplexIntegrations&Latency• HighSupport&Maintenancecosts
BusinessCaseRequirements
LeverageOut-of-the-BoxFunctionality
BuyOnlinePickupInStore(BOPUIS)
Speed,Speed,Speed
MobileFirst Best-in-ClassSearch
LowCustomCode
ProjectHighlights&Summary
Solution• Rebuild- SAPHybrisB2CCommerce&CXOptimization• 2brandedstorefrontswithbackendsystemsintegration• Streamlineperformanceandintegration
Outcomes• Improvecustomershoppingexperiences• Increasecartconversion,AOV&revenue• Reducecoststosupportandmaintainmultiplesites• BeabletousemoreOOTBfeatures
MobileFirstImportance
• 70%ofRRSTrafficComingFromMobile
• MobileFirstStrategyImperative
• DeployedResponsiveStorefronts
• ConsistentpagerenderingacrossMobile,Tablet,
Desktop&UltrawideScreens
BestInClassSearch
Term:Womens BrownBootsUnder50
BestInClassSearch
Term:Mens NikeRunningSize9.5
SolutionStack
GoogleandAdobeanalytics
MainEntryERP
AIMIA
Scene7
RRS&OBSSites
Monetate
PowerReviews
LiveChat
CyberSource
STOTaxService
Salesforce/ExactTarget
SiteAnalytics
Loyalty/Rewards
Productreviews
Tax
MediaIntegration
Chatintegration
Payment,Fraud
MasterData&OrderData
Key Components
• Hybris B2C Commerce Platform on 6.3 • Customer Data Migration from 5.x to 6.3• 2 Fully Responsive storefronts• Omnichannel/BOPIS Integration• CyberSource Payment, Fraud Prevention• Braintree Payment (PayPal)• Loqate Address Verification Integration• STO Tax Integration• Power Reviews Integration• AIMIA Loyalty Integration• Monetate Recommendations Integration• Google & Adobe Analytics Integration• Google Maps Store Locator Implementation• Scene7 Digital Asset Management Integration• Integration to Home Grown ERP• FedEx Tracking Integration• SFMC Integration for Transactional Emails• Foresee customer survey/feedback
Personalization/Recommendations
CustomerCommunication
Braintree(PayPal)
InfrastructureArchitecture
KeyFeatures/Capabilities:• Extremelyfasthardwareand
networking• Abilitytodounobstructed
servermaintenanceaswellasrollingdeployments
• Growtheserverfootprintinminutesifnecessary
• Accessiblesessionsacrossallservers(Nomorestickysessions)
• HTTP/2Support
InfrastructureArchitecturev2
KeyFeatures/Capabilities:• Elasticity(autoscaled)• LeverageManagedOfferings
fromGoogleCloudPlatform
FuturePlans- InnovationsthatExcite
• NativemobileappleveraginglatestHybrisinnovations• Seamlessonline/offlineshoppingexperience• In-storebeaconstoenhanceshoppingexperience• GoogleMachineLearningAPI’sforimageandsearch
enhancements• Elasticloadbalancing– self-managingcurrenttofutureload
TaketheSessionSurvey.
Wewanttohearfromyou!BesuretocompletethesessionevaluationontheSAPPHIRENOWandASUGAnnualConferencemobileapp.
Accesstheslidesfrom2019ASUGAnnualConferencehere:http://info.asug.com/2019-ac-slides
PresentationMaterials
Q&AForquestionsafterthissession,contactusatKevinMcNall,RackRoomShoes
[email protected] andJeffEberhart,Birlasoft [email protected]
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