eretail 2011 - hybris - berend bouwmeester
TRANSCRIPT
Winning the multi-channel game The Adidas Case
Berend Bouwmeester; Regional Manager Benelux
Quick Facts and Numbers
Founded 1997; 170+ employees; 60+ implementation partners with over 1,000
professionals on a daily business engaged with hybris
280+ customers (67 new customers in 2009 / 80+ new customers in 2010)
Average annual growth rate last four years> 60%
Fastest-growing Multichannel-Commerce software company; largest in Europe
enabling companies to communicate and sell across all channels
Structure: hybris group & customer distribution
hybris AGSwiss
hybris GmbHGermany
hybris BVNetherlands
hybris Corp.USA
hybris UK Ltd.UK
hybris Austria GmbHAustria/CEE
hybris SAPoland
hybris Sweden ABSweden
hybris AGFrance
hybris Sales Office Italy
Selection of B2C Customers
Analyst Perception: Forrester 2009 vs. 2010
eCommerce eCommerce
(ATG acquired by Oracle in 11.2010)
Hybris View of the Market
The world around us is changing...
We have fundamentally changed the way we communicate
0 10 20 30 40 50 60 70 80
Unknown Peers
Influential Bloggers
Discussion Forums
TV
Search Engines
News Sources
Product Web Site
Online Product Reviews
Friends
Family
GlobalNA
-channel shopper
-channel shopper, 86% regularly use more than one
Leo Burnett, 2010 Multichannel customer research
People change the way they shop continously
The purchase journey is no longer lineair
Source: Accenture Multichannel Consulting
PresalesInformation
ProductAvailability Assistance Trans-
action Payment DeliveryStatus Delivery Returns After Sales
Services
TV/Radio
Store
Internet
Letter
Telephone
Fax
SMS/MMS
Channels
Usage of channel Channel combination example of multichannel customers
channel, such as stores, online or catalogues, before making purchases spend 82% more per transaction than those that only shop in stores,
The retail game has changed and multi-channel is winning
-channel shoppers are the heavy spendersonline, catalogs and in stores. Studies by AMR Research, DoubleClick and many others all supportthe fact that cross-channel shoppers consistentlyspend 50 percent or more than a single channelshopper. Another study showed that cross-channelshoppers spend 70 percent more than those thatrely on just a single channel
but (multi-channel shoppers) buy more at the store!Number of times additional products were purchased in the storeafter researching online2
27% of non-food retail transactions will be multi-channel
spend almost twice as much ordering from catalogue if they have the opportunity to also research their products in a physical store
spend 86% more online when they can research in the store first and 103% more when they use catalogs for their
spend 57% more in-store when they research online first, 28% when they research using a catalog
40% of store purchases will be directly influenced by the online channel"
people who buy online spend an extra $90 in storewhen they pick up
-channel shopperspends 4 times as much as a single channel shoppers
-channel shoppersspend 20% more in-store and 60% more online
What are the challenges?
Customer conversion is no longer a single channel conceptHow do we make sure the consumer converts across channel......and ensure the channel they do convert in is ours!
Retailers are losing the ability to influence the purchase journeyLack of visibility is reduced (what are our customers doing?)
Retailers are struggling to cope with the speed of changeTraditional means of integration are not sufficient anymore
Organisations are not geared up for it...Struggling to efficiently manage a multi-channel organisation
This is the future shape of retailCurrent generation does not know or expect anything else!
Customer at the heart of every move in the multi-channel game
In order to survive in retail, you must think multi-channel
Deploy the channels your customers want to useThink about the role of each of the channels
Deliver a seamless, dynamic and rewarding shopping experience
And more than just offering multi-channel, THINK multi-channel
Multichannel Operations
Multichannel Processes
Multichannel Organisation
Multichannel Culture Multichannel IT
Information needs to be consistent every step of the way
Inconsistency
Inconsistency
InconsistencyInconsistency
InconsistencyConsistency
Consistency
Consistency
Consistency
Consistency
In a sea of information, information needs to be relevant
Gather data and influence efficiently from a single place
Be flexible the rules of the games change all the time...
Adidas Case presentation by:Aroen Sharma, Solution Engineer
Managing different markets and brands online
All brands based on hybris platform (Brand sites & shop sites).
Most recent one is adidas golf
Summary of Adidas brands
Sport Performance
Sport Style
Originals
Global e-Commerce presence based on hybris PCM & hybris Commerce
Top international brand
Global e-Commerce presence
hybris PCM for sophisticated Product Content Management
Integration and synchronization with Print solution
ERP SAP R3 Print
Catalog
Dealer-Portal
B2C Site
hybris multi-brand Commerce solution for Adidas
Reebok.com (shop + brand website) adidas Shop/xx
Shop.adidasgolf.com adidas Shop CA
adidas.com/ca adidas.com/xx
TEAMSITE (brand website)
hybris enables management of multiple countries
Different
Pricing
VAT
Languages
Lead-time
Shipment fees
Campaigns
Sales periods
Identical Product contentProduct ImagesProduct description
Content VS. Content & Commerce
Presentation & Ease of use
Quality and Presentation of detailed Product Data
Search & Navigation for best-in-class merchandizing
Store Locator Transfer customers between channels
Show stores by products
Shop details
Interior photos
Shop news
Store Locator Transfer customers between channels
Warehouse integration
Product availability
Store locations
Nearby stores on a map
Shop details
Integrate warehouses to track product availability
Provide customers with location-based services
Stores with a product in stock
Product in stock identified by mobile barcode
Location-based SMS
Send order confirmation per SMS
Send order tracking details per SMS
Mobile streamlined website at adidas
Are you ready to play the multi-channel game?
Are you ready to play the multi-channel game?
Your customer should be at the heart of your propositionUnderstand them, service them as best possibleBe consistent and relevant at every interaction, regardless of channel
Provide the customer what they want, when they want, how they want
Think, live, breathe multi-channelOrganisational change as well as IT change
Consolidate content, commerce and channel in order to be effective
Learn from experienced people that have done it before
