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Copyright ©2018, CEMEX International Holding AG.
CEMEX delivering a
Digital Superior
Customer
Experience
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Copyright ©2018, CEMEX International Holding AG.
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
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Copyright ©2018, CEMEX International Holding AG.
WHY ARE WE
TRANSFORMING
CEMEX?
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Copyright ©2018, CEMEX International Holding AG.
Digital is changing the world
Superior
Customer
ExperienceDigital
Technology
New
Business
Models
The convergence of
Social, Mobile, Analytics, Cloud & Internet of the Things (SMACIT)
presents significant opportunities and risks for CEMEX
Customer-driven
world
Innovative
commercial models
to drive economic
value
Emerging business
models
New sources of
revenue & growth
Industry disruption
by new entrants
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Copyright ©2018, CEMEX International Holding AG.
CEMEX Go is more than a Portfolio of Digital
Platforms, it is also a set of Digital Capabilities
To offer our customers a
Superior Customer Experience
To support our employees while
interacting with our customers
To enable our Supply Chain capabilities
Digital platforms… …and organizational enablers
To build a new Digital Culture
Online
Stores(Customers)
CRM (Salesforce &
Service
Agents)
Order
Fulfillment
(Supply
Chain)Digital
Capabilities
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Copyright ©2018, CEMEX International Holding AG.
Building
Agile Teams
Evolving Design
Thinking Capabilities
Promoting
User Engagement
People &
Culture
Strengthening
Analytics Capabilities
Leveraging
Cloud Strategy
Other
Practices &
Workspaces
Evolving
Culture
Developing
Talent
Partners
Ecosystem
Digital
Architecture
Leveraging CEMEX Digital
Development Centers in
Monterrey & Prague
Promoting
MTY Digital
Hub
Building this Digital Capabilities required a significant change
across the organization
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Construrama
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Copyright ©2018, CEMEX International Holding AG.
Presence in
Latin
America
Mexico
+1,800
Colombia
+300
El Salvador
2
Costa Rica
30
Dominican
Republic
77Puerto Rico
10
Nicaragua
33
More than 15 years of experience
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Financing
Loyalty
Programs
Professionalism
Construrama 4.0
Sales
Strength
Shared logistic
Network
Construrama
Supply
...
Franchise
Digital
Platforms
As one part of a broader modernization strategy
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Copyright ©2018, CEMEX International Holding AG.
Diverse
Ecosystem
• Independent stores
• All sizes
• Process & IT Maturity
• Different markets
• Network / Competitors
• Not a typical B2B / B2C / Marketplace
ERP 1
ERP 2
ERP 3
EXCEL
EXCEL
ERP 2
EXCEL
ERP 2
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Copyright ©2018, CEMEX International Holding AG.
Digital
Platforms
SAP
Commerce
Cloud
B2CB2B
• Improve customer experience
• Increase sales
• Protect & develop the channel
• Avoid re-inventing the wheel
• Agile approach, go-live in 4 months
• 2 years in operation
• B2B & B2C
• Great results!
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How it looks across time…
eCommerce
Time
Features
Merchandising
Digital Marketing
Analytics
Vision
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Customer Journey
CheckoutLogin & Select
storeSearch
ProductsAdd products to
CartOrder
Confirmation Tracking
CONSTRURAMA.COM
• Official Site
• Store & Product Search
B2B & B2C
• Each store with its own product assortment, inventories & sku’s
• Each store with their own general & negotiated prices
• Each store with its own customers
• Each store manage its own operation
• Personalized services per store
• Personalized payment options
• Registed / Anonymous customers
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www.construrama.com
Geolocalización
Localizador
De Tiendas
Buscador
De Productos
Buscar solución,
no preocuparme
por la tienda
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www.construrama.com
PerfilPromociones
Filtros, SLA
por producto y
sus propios SKU
Precios Generales y
Negociados
Especificaciones
de ProductoCalificar productos
y tiendas
Cupones de
Descuento
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Key Challenges
Operations
Organization
Digital
Marketing
Adoption
Agility
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Copyright ©2018, CEMEX International Holding AG.
Thank you