cec wholesale distribution pitch
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The Value of Omnicommerce for B2B.Messina Roberto – Costumer Engagement & Commerce Specialist – Q3 2015
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Agenda
The changes in consumer behavior
Be part of the entire customer journey
What has done to anticipate and support companies with these changes?
What does the analysts say?
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The changes in consumer behavior
31% of global e-commerce
revenue attributed to personalized product recommendations
Sources: Econsultancy – ”Ecommerce Statistics”, March 2015; The Forrester Wave: ”B2B Commerce Suites”, Q4 2013
Italy 2013-2014:
Mobile commerce growth: 70%Online commerce growth: 9%
B2B e-commerce growth rate:
34%
58% of consumers want to
speak to a sales associate while shopping online
40% of international
customers expect to access help online within 5 minutes
40% of mobile users
compare prices using their mobile device while in-store, globally
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Be part of the entire customer journey
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REFERFRIENDS
POSTREVIEW
JOINGROUPS
TRACKORDER
RECEIVEPACKAGE
MISSINGITEM
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
NETWORKISSUE
CHANGEADDRESS
RECEIVEOFFER
DISCOVERNEED
RESEARCH
RECEIVEOFFER
TRACKORDER
RESTARTSERVICE
SHOP &BUY
SHOP &BUY
RECEIVEPACKAGE
MISSINGITEM
POSTREVIEW
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
JOINGROUPS
NETWORKISSUE
CHANGEADDRESS
RESTARTSERVICE
RECEIVEOFFER
REFERFRIENDS
WEB
DIGITAL ADS
WORD OFMOUTH
SOCIAL
TV
RETAILSTORE
WEBSHOP
REVIEWS
SEARCHKW/ADS
CONTACTCENTER
WEBSHOP
SOCIAL
RETAILSTORE
WEBSHOP
CONTACTCENTER
CONTACTCENTER
RETAILSTORE
CONTACTCENTER
CONTACTCENTERSOCIAL
WORD OFMOUTH
SOCIAL
SUPPORTPORTAL
?
SUPPORTPORTAL
?
BRANDEDCOMMUNITY
?
AWARENESS
INTEREST
DESIRE
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
DESIRE
USE
Each customerhas their own journey
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Infinite possibilities.
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What has done to anticipate and support companies with these changes?
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SAP Customer Engagement & Commerce Platform
SAP Customer Engagement & Commerce Solutions
SAP Platforms – Applications - Networks
Marketing
Service Commerce
Sales
Web Mobile Store/ Branch Call Center Digital Goods Marketplace PrintSocial Search Sales/ Service Email
ACQUIRE
ENGAGE
MONETISE
FULFILL
ADVOCACY
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web
mobile
In store/branch
contact center
digital goods
marketplace print
digital ads
social@
PRODUCT
OMNI-CHANNELS
ORDERMANAGEMENT
hybrisOMNI-CHANNEL
HUB
CUSTOMER EXPERIENCE
MANAGEMENT
PRODUCT&CONTENTMANAGEMENT
COMMERCE MANAGEMENT
CUSTOMER
ORDER
INVENTORY
PLMWMS CRM Data PoolsERP
Vistex intro
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11© 2015 SAP SE or an SAP affiliate company. All rights reserved.
Grainger’s challenges and objectives
(customer since 2010)
• 25% of their total revenue came from online, expect it
to grow to 40%
• Multichannel as a way for them to differentiate
• Easier and more flexible platform to manage their
product catalogue and web content
• Integrate customer service into the shopping
experience
• Mobile enabled
• Strong order management system and search &
navigation functionality (400,000+ products)
• ONE scalable platform
Results
• Online sales increased with 12% from 2010
• 35% of total sales from eCommerce with a 15% increase
in online orders
• $3.1 Billion in Online Revenue
(+16% QoQ)
• $1.7 Billion in Online Revenue at the end of Q2 2014
(+15% QoQ)
• Mobile traffic more than 2x in the first six months of 2013
• 30% of mobile orders are picked up at a local branch
• Allow 1,500 staffers to log into a single business account
to place, approve or track orders via the web or with one
of Grainger’s mobile commerce sites or apps
• Customers that use Grainger’s mobile sites and apps
approve orders 40% faster on average than those who
don’t
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SEARCH & NAVIGATION
IPAD APP
MOBILEAPPMERCHANDISING
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RATINGS AND REVIEWS
RECOMMENDATIONS
FORUMSCLICK TO CALL
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AUTO RE-ORDER
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BUILD ANDQUOTE
DEALER CLOSES SALE ON IPAD
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WHAT THEYHAVE DONE
WHAT THEYMAY DO
WHAT THEYARE DOING NOW
REAL-TIMEINDIVIDUALIZATION Presentation
of relevantcontent
The customer
TOUCHPOINTS
Context
makes
the
difference.
hybris Marketing
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PROFILE
IMPLI
CIT
EX
PLIC
IT
RELEVANCE
NORMALIZATION
ENGAGEMENT
LISTENING
BROWSE
CLICK
OPEN
CLOSE
IGNORE
WALK-BY
HOVER
BUY
REGISTER
SUBSCRIBE
RETURN
COMPLETE
SEND
SHARE
EVENTS FROM
TRIGGERS TO
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SAP hybris Marketing – Product view
3rd Party Applications(for data & execution)
SAP hybris Marketing
SAP Applications
Acquisition Conversion Retention
Insights
Segmentation
Planning
Recommendation
Orchestration
Batch & EventsSocial
providersMobile
providers
Email Engines
Ad Providershybris
Commerce
SAP ERP
SAP Sales
SAP Service
Marketing Data Management
Batch & Events
19© 2015 SAP SE or an SAP affiliate company. All rights reserved.
Key features
• Segment and trigger customized offers to each targeted segment
and channels
• Manage target groups with quick insight to action
• Predictive insights
• Product recommendations based on product affinity and behavior
profiling
• Leverages data from different sources, including non-SAP systems
Overall solution benefits
• Grow revenue and margin strategically by making the right
investments into the right resources, customers, products and
channels
• Cross and up sell recommendations for individual customers
• Multidimensional view of your customer relationships
• Comprehensive access to high data volumes across different data
sources, in real-time
• Reduce customer attrition by actively managing customer
engagements
GraybaR’s challenges and objectives
• Develop a data-driven customer stratification model to drive
profitability
• To understand which customers are core to their business, high
potentials
• Engage in the right way, with the right message, with each
customer
Results
• Compelling return demonstrated by a pilot program: 6% rev.
increase plus large profitability increase
• Strong positive feedback from Graybar’s customers – insight
helped to solve operational issues
• Guided, consistent execution – more time spent selling the right
way, than searching for data or making decisions based on
merely gut feeling
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What does the analysts say?
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Forrester Wave: B2B Commerce Suites Q2 2015
Gartner Magic Quadrand for Digital Commerce Q3 2014
© 2015 SAP SE or an SAP affiliate company. All rights reserved.
Thank you
Roberto MessinaSolution ExecutiveCustomer Engagement & Commerce(+34) [email protected]