sap perakende forum 2016 - satiŞa uzanan dİjİtal pazarlama - lineris
TRANSCRIPT
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SAP PERAKENDE FORUM 2016Dijital PerakendecilikSATIŞA UZANAN DİJİTAL PAZARLAMAKonuşmacı Adı :Emre BayıkselFirma Adı :Lineris Solutions
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Agenda
• Company Profile
• C4C(Cloud For Customer)
• Solution Overview CEC
• hybris Marketing
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Company Profile
THE FIRST SAP CRM FOCUSEDsolution company in Turkey
25 INTERNATIONALLY
experienced Consultants
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Company Profile
HIGHEST NUMBER of SAP CRM reference projects
(more than 50 projects)
LOCAL AND INTERNATIONALProject portfolio
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Short Term Goals
Short TermGoals
45%
2016growth bythe end of Project Experience in
Global area
Establishing an R&DCentre
Investments in newstrategic solutions
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Strategic Initiatives
Becoming an SAP CEC partner globally Becoming a well known SAP Partner forHybris and Cloud Solutions
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Industry Coverage
‣ FMCG‣ Retailers‣ Financial Services‣ Real Estate
Management‣ Textile‣ Construction
‣ Industrial Machinery and Components (Heavy Equipment Dealership and Manufacturing)
‣ Telecommunications‣ Utilities (Gas and Electricity
Distribution)‣ Private Online Shopping‣ Logistics
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Investment Areas
Cloud 4 Customerhybris Marketinghybris Commerce CRM on HANA Industry Specific SolutionsMobile Solution Portfolio
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C4C(Cloud For Customer)
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DIGITALLY CONNECTED
SOCIALLY NETWORKED
BETTER INFORMED
EMPOWERED CONSUMERS ARE CHANGING THE RULESWELCOME TO THE AGE OF THE DIGITAL CONSUMER
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Old Recipes No Longer Work
WEB
MOBILE
IN STORE
CONTACTCENTER
DIGITAL
MARKETPLACE
INTERNETOF THINGS
SOCIAL
SMS SEARCH
DIGITAL ADS
AGENTTOOLS
EVERY TOUCHPOINT. EVERY CHANNEL. GLOBAL. FLEXIBLE.
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Cloud for Customer (C4C)
Real-Time Analytics• Dashboards & forecasting• Configurable custom reports• Account 360• Mash-ups with SAP BW and SAP
BusinessObjects
Lightning fast• In Memory based database• Fast searches
Groupware Integration• Full-Featured with 2-way
Sync• Support for Microsoft
Outlook, Gmail, Lotus Notes
Predictive Analytics• Deal Finder – Lead Scoring• Deal Closing - Spiral of Influencer
Integration• Pre-built integration to SAP ERP, SAP CRM,
SAP JAM, InsideView, Xactly, and more• Mashups with most other apps
Productivity & Personalization• Flags• Tags• Shelf
Collaboration & Social• Feeds, Followers, and
@mentions• Internal, Customers, Partners• Deal Sites• Social Selling
Modern User Interface• UX designed for 21th century• Google like searches
• Quick Creates• User-Defined Fields• Workflow
Mobile• Out-of-the-box mobile apps, at no extra cost• Multi device support through HTML5 based
mobile app
Extensibility• Extend custom fields once and use them in
all devices• Sophisticated key user tools
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Cloud For Customer AT EVERY ENGAGEMENT FROM VİSİT TO SERVİCE
• Customer Insights and 360 Degree View
• Sales Force Enablement & Productivity
•Delivering Service Excellence
• Specific To Your Industry
• Any Device, Any Where
• Seamless Integration to Backend Processes
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SAP Cloud for Sales
Opportunity management & insight
Account management & intelligence
Sales performance & effectiveness
Industry solutions
SAP Cloud for Services
Customer service across every channel:
email, web, phone, social, SMS
End-to-end field service
SAP Could for Social Engagement
Interaction through social channels
Integrated with Facebook, Twitter, Youtube etc.
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SAP CEC Solution Overview
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CUSTOMER ENGAGEMENT AND COMMERCE FOR RETAIL
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RESPONDING TO THE NEXT WAVE OF RETAIL
DISRUPTION
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WHAT’S HAPPENING IN
YOUR INDUSTRY?
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SUPERAGGREGATORS
17 B$
150 B$
74 B$
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NEW BUSINESS MODELS, VALUE
CHAIN
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DIRECT TO CONSUMER
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WHAT’S HAPPENINGWITH YOUR
CUSTOMERS?
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WORD OF MOUTHIS NOW
EVERYWHERE
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PEER SHARING
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NOW ECONOMY
Access to real-time product availability
89%
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WHAT’S HAPPENING WITH TECHNOLOGY?
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DIGITALIZATION OF THE
STORE
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SOCIAL NETWORKS
AS A SHOPPING PLATFORM
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360O VIEW OF CUSTOMERS
@
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LEADERS ARE EMERGING FROM NOWHERE90% of CEOs believe the digital economy will impact their industry, but less than 15% are executing on a digital strategy**
EARLY ADOPTERS ARE WINNING Early adopters are achieving 9%+ revenue creation, 26+ impact to profitability, and 12%+ market valuation**
INDUSTRY BOUNDARIES ARE BLURRINGEvery company is expanding beyond traditional industry boundaries and also becoming a technology company
**MIT Sloan and CapGemini, 2013
IN SUMMARY,THE FUTURE OF
RETAIL REQUIRES DIGITAL
TRANSFORMATION
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THE TECHNOLOGY DECISIONS YOU MAKE TODAY WILL AFFECT THE WAY YOU DO
BUSINESS IN THE NEXT 5 YEARS.
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RETAIL DIGITAL TRANSFORMATION ROADMAP
SINGLE VIEW OF THE CUSTOMER , INVENTORY & PRODUCTS
01BUY, FULFILL, RETURNANYWHERE
02MOBILE FIRST
03GEOGRAPHICAL EXPANSION, MILLENNIAL AND GROWING MIDDLE-CLASS
04PERSONALIZED AND CONTEXTUAL OMNICHANNEL EXPERIENCE
05
DIFFERENTIATION; BRAND CONTENT, SOCIAL ENGAGEMENT & INNOVATION
06DIGITIZATION OF THE STORE - IOT
07FASTER(ER) EVERYTYHING
08NEW BUSINESS MODELS
09BUSINESS & TECHNOLOGICAL AGILITY
10
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“DATA HAS BECOME ORGANIZATIONS’ DIGITAL CURRENCY, it’s critical for
decision-making at each stage of the business life cycle supporting consumer and customer strategy,
business cases, projects, marketing and operations”
--Forrester, 2015
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SAP HYBRIS CUSTOMER ENGAGEMENT AND COMMERCE
Digitize the end-to-end customer experience
digital goods em
aildigital
adsweb In
store/branch
contact
center
printmobile
socialmarketplace
Searchkw/ads ag
ent tools
IoT sms/notifica
tns
@
DATA MANAGEMENT
EXPERIENCE MANAGEMENT
PLATFORM, INFRASTRUCTURE, INTEGRATION
BILLING MARKETING SALESCOMMERCE SERVICE
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Provide the world’s leading omnichannel customer engagement
and commerce solution EVERY TOUCH POINT. EVERY CHANNEL.
A next-generation enterprisesoftware development platform.
CLOUD-READY. SCALABLE. HIGH PERFORMANCE. AGILE. DEVELOPER FOCUSED. FOR HYBRIS, SAP AND AN EVOLVING ECOSYSTEM BEYOND.
GLOBAL. FLEXIBLE.
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SAP HYBRIS DELIVERS
TOP 3 BUSINESS PRIORITIES
TOP 3 IT PRIORITIES
Balance current infrastructureand future innovation without disruption
EXCEPTIONALCUSTOMEREXPERIENCE
01
FLEXIBLE, LIGHTWEIGHT, SCALABLE
01
CONSUMER AND CUSTOMER INSIGHT
02
REAL TIMEANALYTICS02
OMNICHANNELTOUCHPOINTINTEGRATION
03
OPEN PLATFORM03
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PILLARS TO OMNICHANNEL EXECUTION
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SAP HYBRIS COMMERCE helps retailers target and engage their customers anytime and anywhere.
Consistent, personalized shopping experiences strengthen loyalty and drives sales.
BENEFITS• Experience
Management provides contextual experiences with an integrated, intelligent and automated content management solution
• Product Content Management facilitates the collaborative process to build, manage and publish valuable product data
• Order Orchestration and capabilities to support omnichannel execution
• Support all touchpoints, channels, locales
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Most modern, agile, comprehensive commerce platformwith SAP Hybris Commerce
Support for Complex Product Bundles and Subscriptions
Omnichannel Touchpoint Integration
Modern Data Integration Tools
Advanced Personalization
Distributed OrderManagement
Advanced Search and Navigation
Powerful Product Content Management
Fully Integrated Web Content Management
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£1 billion fashion and accessory retailer with >1,200 stores worldwide
• Replace six legacy web sites with a single enterprise class platform
• Global expansion into 17+ countries
• Single source of data for more than 16,000 products
• Increase online sales from £32m to £200m within 3-5 years
MONSOON
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hybris Marketing
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© 2016 SAP AG or an SAP affiliate company. All rights reserved. 43
Digital Marketing ProcessContext, interests &
predictionsPersonalized targeting
& orchestrationMerge, match and
enrichCampaign execution
in all channels
E-mail, sms, traditional
Lead, opportunity
Interaction center
Personalized commerce
Digital & social channel
Capturing response
Market data & events
Sales & service data
Financial data
Big data industry
Social media, web
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Deliver a contextual, consistent, and relevant customer experiencewith SAP Hybris Marketing
ACROSS TOUCHPOINTS[ SITES, APPS, ADS, EMAIL ]
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45© 2016 SAP AG or an SAP affiliate company. All rights reserved.
SAP HYBRIS MARKETING is an unique suite of solutions enabling real-time contextual marketing.
Engage your customers, delight them, and cultivate brand relationships by marketing to an audience of one.
BENEFITS• Gain insights into real-
time customer intent
• Deliver uniquely relevant customer experiences at every touchpoint of the customer journey
• Market with speed and agility - track performance, optimize plans, align teams and resources
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hybris Marketing
3rd Party Applications(for data & execution)
SAP HYBRIS MARKETING
Acquisition Convert Loyalty**
Planning
Segmentation Recommendation
Insight
Batch & EventsSocial providers
Mobile providers
Email Engines
Ad Providers
hybris Commerce
SAP ERP
SAP Sales
SAP Service
Marketing Data Management
Batch & Events
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COMMERCE AND BEYOND
ASICSLeading athletic footwear and sports equipment company with estimated revenues of EUR 2,6 billion
Chose SAP Hybris to manage:- Increasingly global consumer base- B2B and B2C on one platform- Centralized consumer insight- Consumer targeting - Campaign execution
13 sites now live including Japan, USA, UK, Australia and Germany - 27% uplift in overall site
conversions- 11% uplift in revenue- 10% uplift in transactions
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Real-time multi-channel business with ~ 6 million customers, ~1 million products
Better understanding of customer behavior by visualizing their data assets
Improved ROI of campaigns by targeting the right audience
Championed the delivery of a personalized consumer experience across channels
Real-time reporting on campaign results
Home Shopping Network Europe
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Real-time 1:1 remarketingwith SAP Hybris Marketing ConvertREAL-TIME EMAIL REMARKETING LIFTS ECOMMERCE REVENUES BY 2% - 10%• Real-time scoring of browsing behaviour
• Campaign orchestration
• Real-time campaign monitoring
• Pre-packaged integrations with ESP’s, DSP’s and CRM systems for cross touchpoint execution
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Italian fashion brand for men and women
Challenge: Increase revenue and boost conversion rates by targeting the high-value Abandon Cart segment
Solution: Personalized email remarketing campaign via SAP Hybris Marketing Convert
Results: In just two months, theysaw a Recovery Rate lift of 13.6%, leading to a 47.1% increasein revenue
PATRIZIA PEPE
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Drive revenue and relationships throughout the consumer‘s journeywith SAP Jam Communities
Listen to consumers and solicit a two-way dialogue
Enrich your customer profile by combining social customer insights with transactional data
Connect with customers, drive long-term relationships
Increase revenue – decrease support costs through tight integration of community content and commerce
Drive commerce with user-generated content
SEO-optimized community that offers relevant information at each step in the purchasing journey
Deliver relevant information throughout the customer journey
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SAP CRM Sales and Service maximizes customer loyalty and boosts revenue.
Build a strategic delivery channel for customer service, sales, and marketing with a CRM interaction center.
BENEFITS• Provide the level of
service your customers expect
• Identify, serve, and retain the qualified leads
• Ensure a fluid sales pipeline
• Give your workforce the same service you offer your customers
• Gain the knowledge you need to formulate plans and monitor performance
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Largest consumer electronics and domestic appliances retailer in Russia with over 700 stores
Focuses on innovations in consumer shopping experience and customer service
Centralized all customer databases on SAP CRM, enhanced their omnichannel capabilities with SAP Hybris, and integrated SAP Planning for Retail into their logistics and planning processes
Providing faster responses, faster delivery, reduced out-of-stocks, and better prices to their customers
ELDORADO
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Lay the foundation for flawless omnichannel executionwith SAP Customer Activity Repository
Collects, cleanses, and centralizes all customer-related data across all channels in real-time for analysis and makes it ready for consumption by other applications
Speeds up the transfer and auditing of POS data
Simplifies IT landscape by minimizing data replication
Increases promotion and assortment effectiveness
SAP Customer Activity RepositorySAP for Retail
Master data
Sales documents
Inventory
Virtual data model – analytics
In-memory computing
POS data transfer and audit
Unified demand forecast
Inventoryvisibility
Multichannel sales transactions
On-shelfavailabilityalgorithms
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Second-largest retailer in Switzerland with over 20.0 billion francs in annual sales. Operates over 1,900 in food, non-food and service sectors.
SAP Customer Activity Repository (CAR) merges real-time POS sales with real-time replicated stock data to give better inventory visibility in-store
Supports intra-day shelf checks by store associates and is fundamental to the COOP “Daily Walk”
Benefit from better stock
accuracy and reduced personnel overtime
COOP Switzerland
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Tyler, Texas-based regional supermarket chain operating 152 stores
Strategic transformation toward personalized and customer centric promotions with SAP Customer Activity Repository (CAR), Promotion Management for Retail (PMR) and SAP Hybris marketing
Digitally engaged core shoppers spend $600 more per year and are 23% more likely to stay core
Digitally engaged opportunity shoppers spend $675 more per year and are 156% more likely to become core
Watch the SAP Sapphire presentation and hear directly from Brookshire’s athttp://events.sap.com/sapphirenow/en/sessions.aspx
BROOKSHIRE GROCERY CO.
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Operates 257 department stores and boutiques in Mexico
Implemented SAP Promotion Management for Retail on CAR
2.3 million active promotion products; 138 concurrent / 240 peak corporate users in merchandising, marketing, advertising, administration; 3000+ peak users in stores
Previously took 48 hours to create a promotion and activate at POS, now only 3 hours
Store personnel has access to all current and future promotions, improving customer satisfaction and promotion activity planning
LIVERPOOL
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Why SAP Hybris?
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UNPRECEDENTED HISTORY OF INNOVATION
Both leading IT Analyst Firms have recognized hybris innovation, product
and market excellence over last 5 years
2015
20102012
2014
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SAP Hybris ecosystem
Innovation is created through INTERNAL AND EXTERNAL DEVELOPMENT providing clients with best of breed solutions that take advantage of both SAP and third-party investments.
CECplatform
1
2
StrategicPartnerships
4
5
SAP HANA startup program
Internaldevelopment
SAPPHIREVentures
3Yaashybris-as-service
YaasMarketplace
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Continuing a tradition of innovation
1.SAP Hybris Profile
2.SAP HybrisCustomerExperience
3.SAP Hybrisas a Service
4.SAP In-StoreCustomer Engagement
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Enable a new wave of customer experiencewith SAP Hybris Profile
Captures all customer interactions and behaviors to create and enrich a continually evolving contextual profile, surfacing actionable insights for real-time, 1-to-1 engagements with every customer across all touch points.
Capture and merge transactions, events, interactions, contexts and behaviors for each individual customer
Automatically correlate identities and behaviors across sessions, devices and channels
Apply analytics and predictive algorithms to automatically identify and publish trigger events
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Present relevant content dynamicallywith SAP Hybris Customer Engagement
Expedite and ease content and customer experience
management with intuitive, in-context tooling
Use workflows to build and publish content
and personalized customer experiences
Edit everything, in-context, directly from the storefront
NEXT GENERATION CONTENT MANAGEMENT
SYSTEMWITH BUILT IN OPTIMIZATION
Continuously adapts to optimize experience, personalize content,
and increase conversion across devices and touchpoints
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Accelerate innovationwith SAP Hybris as a Service• Ecosystem of solution providers, software vendors,
and individual developers
• Microservices to add/build new functionality
• Cloud delivery model
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Provide an exceptional, personalized shopping experience with SAP In-Store Customer Engagement
Handover of prepared BOPIS deliveries
Customer 360o fact sheet
Product information, price, availability, personalized product and offer recommendations
Customer order capture including upsell/cross sell
Customer identification by order ID, QR code scanning, iBeacon (prototype)
PROVIDE AN EXCEPTIONAL, PERSONALIZED
SHOPPING EXPERIENCE
with SAP In-Store Customer
Engagement
Coming Q3 2016
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Indu
stry
Exp
ertis
e
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Meeting the needs of global fashion brands Enables the digital transformation of store and wholesale buying experience
Rapid go-to-market with segment and geo targeted accelerators
Built for internationalization
Supports responsive, adaptive and native mobile strategies
Robust product and content management
Integrated order management and customer service
Global branded manufacturers
Fast fashion, outlets and pure plays
Department stores
Luxury brands
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British design company specializing in an extensive line of luxury fashion bags for men and women
Luxury fashion brand that successfully started using hybris with Pay-as-you-grow model
Is fully responsive for web, mobile and tablet
Plan to expand massively internationally to capitalize on the growing following they have in the Asia-Pacific market
12% of group sales now take place online
MULBERRY
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Meeting the needs of global grocery retailersMost modern, open platform
Purpose-built for integration to enterprise and store
Feature-rich including product content management, order management, customer service, and marketing
Supports B2C, B2B, and B2B2Con one platform
Takes shopper marketing to a whole new level
Over 20 of the top 100 global grocery retailers have chosen the SAP Hybris platform
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Loblaw’s customer experience journey
All on one unified SAP Hybris platform
2013Established online presence for the “Joe Fresh” apparel label in Canada with international expansion to U.S. and beyond
2014Created game changing click and collect grocery experience
2015Expanded digital capabilities to Shopper’s Drug Beauty Boutique
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Personalized shopping with offline integration
Online/offline purchases organized in one place Personalized offers
Past purchases highlighted throughout shopping experience
Personalized offers
Items purchased in past
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And more across all segments and geos
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Powering business results
40%increase inonline salesin total
21%increasedaverage cartsize
40%increasedsite visits
20%increasedconversionrate
Source: SAP Hybris Customer Survey
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Teşekkürlerİletişim Bilgileri:
Ad Soyad : Emre BayıkselÜnvan: Managing PartnerAdres:İnönü Cad. Sümer Sok. Zitaş Blokları C1 D:15 19 Mayıs - Kadıköy / İstanbulTelefon Numarası:05543325461