optimize retail customer engagement - /n spro · steve brings a combined 28 years of retail and sap...

March 24, 2016

Optimize Retail Customer Engagement

/N SPRO Campaign Management

© /N SPRO INC. 2015. All rights reserved. 2

Agenda

What is Campaign Management?3

Where does CM fit?4

CM Scenarios & Demonstrations5

Recommended Next Steps6

Who is /N SPRO?2

About our Hosts1

Questions will be answered at the end of the Webinar. Please submit any questions in the Questions box on your

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About our Hosts

Steve ClarkSenior Consultant, Retail and Wholesale

Steve brings a combined 28 years of retail and SAP experience. He has held leadership roles in Merchandising, Supply Chain and Information Technology for two of Canada’s largest retailers. His combination of retail knowledge and SAP functional design experience enables him to be a strong value partner in ensuring business capability enablement across all facets of an SAP implementation or business transformation project.

Brian Cederborg VP, Retail and Wholesale Consulting

Brian has led retail transformation programs at organizations across North America including BJ’s Wholesale Club, Loblaw Companies Ltd., and Brookshire Grocery Company. Brian has developed an innovative approach to leveraging technology to better drive retail business value.

© /N SPRO INC. 2016. All rights reserved.

/N SPRO - Who we are

More than 300 Retail & SAP…professionals worldwide

With office locations WORLDWIDE..and an aggressive geographical expansion plan 17

YEARS

of SAP Implementationexperience…

OUR EMPLOYEES:

5%IN Q1 OF 2015

Turnoverof less than

30COUNTRIES

Completed over SAP implementations…

100

…in more than

…with more than

1OYEARS

experience specific to SAP Consumer Industries

solutions for…

…certified service provider in North America for SAP’s Forecasting & Replenishment (F&R), sitting in on multiple industry consortiums (e.g., Merchandise Planning, Allocations)

…service provider priming multiple CAR implementations with large ($1+ billion USD in annual revenue) North American companies

is one of the top product development and consulting service providers across all of SAP’s Consumer Industries software suite and the ‘GO-TO’ expert in the market

KEY PARTNER of the SAP Industry Business Unit, advising SAP and customers across the entire breadth of

the SAP Retail software suite

STORESFINANCE

MERCHANDISING SUPPLY CHAIN MARKETING

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As an SAP partner on co-innovation initiatives, the /N SPRO team works collaboratively with worldwide industry thought leadership on enhancing existing solutions and developing innovative software.

Current solution based strategic initiatives include:

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Solution Expertise

» Customer Activity Repository (CAR)

» Forecasting and Replenishment (F&R)

» Promotion Management for Retail (PMR)

» Fashion Management Solution (FMS)

» Customer Centric Retailing

» Merchandise Planning

» SAP planning for Retail

» Business Planning & Consolidation (BPC)

» GK Software

» POSDM

» SuccessFactors

» Mobility

» Hybris

» Campaign Management Solution


Buying power is shifting rapidly to the next generation…

By 2020Millennials over 25 years of age will

make up 19%of the population…

It’s approx. 5% today…

As spending shifts, innovation in communication channels must occur to meet expectations…

Today’s Retail Customer


INNOVATION

MASSMARKETING

TARGETEDMARKETING

PERSONALIZEDMARKETING

AdsMass OffersWeb-Savers

Personalized AdsPersonalized Pricing

Recipes & Meal Solutions

Segmentation OffersExclusive Rewards

Opt-in Clubs

Marketing Must Shift To Meet Customer Expectations


SAP’s View of Key Retail Problem Statement:Retailers are not keeping up with consumer expectations

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Campaign Management Process – Consistent & Flexible Supported By Common Data & Analytics

Marketing Calendar

Campaign Management

Segmentation

Offer Management

Financial Management

Campaign Execution

Mass

Targeted

Master Data Management

Reporting & Analytics

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Iterative, as required, to support changing market demands


What is CAR?

Visualizations

Social Media

Store Web

Master Data CRM

Predictive Analytics

Customer Activity Repository

Multichannel Inventory Visibility

POS Sales Transfer and

Audit

Multichannel Sales

Activity/Storage

Unified Demand Forecast

Sales Analytics

Retail Big Data Platform In-Memory (HANA)

SAPPromotion

Management

hybrisMarketing

Retail M

erchandise Managem

ent

SalesInsight

AssortmentPlanning

DemandPlanning

Allocation Planning

Partner Extensions

Replenish-ment

Third PartyApplications

On-Shelf Availability

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What is CAR?

An operational reporting and analytics platform» Full suite of HANA utilities availableA Retail-Specific Accelerator for enterprise data management» Pre-built, extensible HANA virtual data model» POS Data Management (sales audit application)» Forecasting and analytics frameworkAn enterprise planning platform option» Database for SAP’s ‘consuming’ planning applications; current applications

include:• Promotion Planning• Assortment Planning• Marketing Analytics (customer insight, segmentation, social sentiment, contextualized

recommendations)• Merchandise Planning

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What CAR is NOT?

A historical reporting platform» BW still required in most environments» BW and CAR ‘white listed’ to leverage the same HANA instance» When to use CAR vs. BW for reporting is use case drivenA reporting (visualization) product» An SAP or non-SAP product required to ‘see’ the data for most use cases

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SAP Campaign Management System Flow

Supply Chain Systems

CRM

Marketing Content Production

Customer Channels (POS, Web, Mobile,

etc.)

CAR

PMR

Event Management

Offer Management

Sales + Sales Audit

Forecasting + AnalyticsReporting

Forecast Offers

Member ID

Customer Offers + Point Balances

Target Groups + Member

Activity

Campaigns + Events + Target Groups

ERP System

Master Data + Pricing

hybrisMarketing

Segmentation

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Sample Campaign Post-Event Analytics

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Why Consider SAP?

Simple Yet Modular» One offer management tool» One customer lifecycle management tool» One reporting and analytics platform» One transactional platform» One segmentation toolIntegrated & Real-Time» Master data, segmentation, reporting, analytics, campaigns, offers, channels,

Finance, Supply ChainFast» Sub-second response on most queriesPowerful» Customer-specific and Omni-channel» Disaggregated data – sales, inventory, customer» Mass, targeted, loyalty, non-membership, print, digital, in-store, etc.» Full customer lifecycle management support – all events and touchpoints

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Active SAP Customers

Tractor Supply Company

Brookshire Grocery Company

Tim Hortons

Loblaw Companies

North American Retailers Leveraging SAP Customer / Campaign Management:

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Reporting and Analytics:» 25 months of transaction-level (TLOG) data available for

analytics, every 15 minutes» Unifying customer data with sales and scan gross, allowing for

customer profitability» Full visibility to all customer data tracked, enhanced attributes

(psychographic, demographic, clubs, opt-ins)» Enhanced and more in-depth promotional reporting» Store cluster and loyalty activity fully available for analyticsPromotions:» PMR is the single point of entry for all offers – mass and

targeted; less manual intervention in creating offers» Enhanced forecasting capabilities» Promotional target groups more efficient and include more

attributes» Labor saving with auto-attach vendor funds to offers» All advertised offers in automated digital publisher feed,

eliminating manual steps

Benefits achieving:

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Brookshire’s Grocery Company Campaign Management Implementation


Additional Information

https://n-spro.com/solutions/retail/cms-campaign-management-solution/

http://events.sap.com/sapphirenow/en/session/15988

https://help.sap.com/car

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https://n-spro.com/solutions/retail/cms-campaign-management-solution/

http://events.sap.com/sapphirenow/en/session/15988

https://help.sap.com/car


Questions

QUESTIONS

THANK YOU

Brian Cederborg [email protected]

Steve Clark [email protected]

mailto:[email protected]

mailto:[email protected]

optimize retail customer engagement - /n spro · steve brings a combined 28 years of retail and sap...

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