El Valor del Comercio Omni-Canal para laIndustria del ConsumoYeiko Plaza / Solution SpecialistCustomer Engagement & Commerce @YeikoPlaza
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Industria del Consumo en México
• Manufacturan y distribuyen más de 45 mil productosen 700 marcas líderes.
• Cuentan con 800 plantas de producción y oficinas entodo el país y aproximadamente 1,500 centros dedistribución.
• Generan 400 mil empleos directos y un millónseiscientos mil indirectos.
• Sus ventas equivalen al 5% del PIB.
• 60% de los insumos de producción son nacionales.
• Cuentan con la fuerza de ventas de mayordespliegue en el país, con una flota de 100 milvehículos de carga.
• Representan alrededor del 50% de la inversiónpublicitaria de país.
• Son los principales proveedores de autoservicios ymisceláneas, haciendo llegar sus productos a todoslos rincones del país.
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La transformación de la Industria del ConsumoEs de vital importancia servir a los consumidores en todo momento y en cualquier lugar
El nuevo consumidor“Siempre en Línea”.
• Adopción rápida del internet y usode “Smartphones”.
• Las redes sociales permitennuevos canales de interacción.
• La retroalimentación delconsumidor le da un nivel desentimiento a la marca fácil depermear.
Los consumidores esperan una experiencia de marca consistente y sin defectos en todos los canalesCaminos Dinámicos hacia lacompra de productos
• Combinación de canales físicos yvirtuales para la búsqueda,investigación y compra deproductos.
• Los consumidores esperan unaexperiencia consistente yconvincente en cada etapa.
• Los fabricantes tienen laposibilidad de influenciar, educary ofrecer sus productos a travésde canales propios y de terceros.
• Comodidad, mejores precios yvalor de marca.
• Acceso inmediato, en cualquiermomento y en cualquier lugar, decualquier persona, con ofertasespecíficas y entrega inmediata.
• Los consumidores hoy consideranque los servicios “en línea” o“móviles” deben ser incluidos enel servicio.
Incrementar las expectativasde los clientes
• Los retailers esperan el soportedel fabricante en ambos canales(físico y virtual).
• Las experiencias de marca debenser consistente a través decanales directos al consumidor.
• Capacidad de adaptar ypronosticar la demanda delconsumidor en todos los canales.
Evolución de la mentalidad decompra
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Information is exploding driven by “Big Data”
Consumer Products companies need new scalable, agileand personalized ways to connect with consumers
31%YoY growth forsmartphones
7.3BPopulation by2013
900M+New internet usersworldwide since 2008
1.1BActive Facebook users;Each average 200+connections
400%Increase in onlinebehavioral trackingsince 2010
What will be next ?
Global smartphone ownership now exceeds 20% (from 0% in 2007) and is still rapidly growing
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El primer contacto con la marca hoy en día, inicia “enlínea”…
1Source: Google - http://googleretail.blogspot.co.uk/2013/04/reaching-mobile-phone-shopper.html
33%De los consumidoresusan un “smartphone”para hacer investigacióndentro de las tiendas
80%Los nuevos consumos inicianen linea1
20%Ven un video sobre elproducto antes de tomar unadecision1
5XIncremento de ventas “enlínea” vs POS
El fabricante necesita una sola vista de los consumidores, pero aúnmás importante, los consumidores necesitan una vista única de las de
marcas y productos disponibles en el mercado.
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Store CustomerWarehouse
Product informationProduct
web CustomerWarehouse
En un inicioEntregar una buena experiencia al cliente era “sencillo”
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Warehouseor content
delivery Store/POS Customer
Product informationProduct Order etc.
Customer data
Pero hoyLos procesos operativos son “increíblemente complejos”
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Hoy: Canal Especifico, Soluciones en SilosSin visibilidad Omni-canal; sin integración directa con los sistemas del negocio
Enterprise Applications
Cloud
Online Purchase Data Retail Point of SaleData
Consumer & CustomerService Data
Warehouse CRM Non-SAPERPNo hay vista unificada del consumidor, es difícil identificar los cambios en la
demanda y aumentar las ventas a traves de los canales (cross selling)
Consumer InteractionData
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La Solución Completa para CPGObtén una visibilidad completa a través de todos los canales de consumo
SAP Customer Activity Repository on SAP HANA as Big Data foundation
CRM• Product Catalog• Sales Order Capture• Price and Product Data• Financial Customer Care• Marketing• Service
Account & Trade Promotion• Promotion pricing• Consumer offers• Funds management• Promotion vehicles• Settlements & Claims
Billing for Consumer Products• Billing and Invoicing• Invoice Presentment• Payment Handling• Accounts Receivable and Aging
TV Console Web POS Mobile Call Center Social Print
Customer and Consumer Interaction
Product Content / Master Data
Platform
Omni-Channel Logic Order Management
Omni-Channel Touch Points
Unlock the full potential of your go-to-market investments
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Enterprise Applications
hybris ofrece un nuevo acercamiento al clienteUna plataforma Omni-canal simple para una experiencia unificada y consistente
Product Content / Master Data
Platform
Omni-Channel LogicOrder Management
Omni-Channel Touch Points
TV Console Online POS Mobile Call Center Social Print
Soportar un amplio rango de relaciones con clientes y consumidoresPlataforma B2B y B2C que provee la flexibilidad para incrementar los ingresos implementando nuevos modelos de negocio.
Manejar requerimientos complejos de precios, promociones y comercialización.Plataforma ágil para el manejo de precios, ofertas, promociones y productos.
Alcanzar, involucrar y servir a los clientes y consumidores en cualquier momento y en cualquier lugarDe forma personalizada, a tiempo, con comunicación bi-direccional incrementando la lealtad y experiencia de los consumidores.
hybris habilita a las compañías de consumo para:
Retail and Other Commerce Channels (Channel Optimized Consumer Experience)
Commerce Logic and Processes (Merchandising, Pricing, Order Management,…)
Content (Products, Product Information, Offers, Web Content)
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ImproveConsumer Sentiment
GrowConsumer Mindshare
Drive Brand Equityand Loyalty
Increase Customer andConsumer Satisfaction
Increase Omni-ChannelOpportunities
Reduce Customer andConsumer Cost toServe
Consumer perception ofbrands and products
Consumerawareness andpropensity versuscompetition
Increase likelihood ofrepeat purchase
Ensure consistent brandexperience acrossinteraction channels
Increase revenue, volumeand profit in physical andvirtual channels
Omni-channel platformwith online self serviceand native call centerintegration
Lo que hybris significa para la industria de consumo
© 2014 SAP AG. All rights reserved. 12
INCREMENTAR LAS VENTAS DIFERENCIACIONCOMPETITIVA
EXPERIENCIA DE CLIENTES OCONSUMIDORES MASCOMPLETA
MEJORAR LA LEALTAD A LAMARCA
INCREMENTAR LOSCONVERSION RATES
EXPERIENCIA CONSISTENTE ATRAVES DE TODOS LOSCANALES
Algunos casos de uso Hybris
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Powering business results
BEST IN CLASS PERFORMANCE1
20%Increasedconversion rate
Increase in onlinesales total
40% 21%Average increasedcart size
*Source: 2012 hybris Customer Survey
Reduction in averagecost of customer servicecall
50%
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hybris Consumer Products customersBest run companies differentiating with hybris
Customer Overview:Providing customers with new value thatexceeds their expectations
Customer Overview:World’s largest seller of jeans and pants,470 company-owned stores
Customer Overview:World’s leading consumer electronicsdevice manufacturer
Key Value DriversVisits Average Cart
SizeCustomerSatisfaction
Call CenterCosts
OnlineSales
ConversionRate
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Start delivering a world-class omni-channel experiencetoday
Grow omni-channelrevenue, volume andprofitabilityLeading commerce platformranked by Gartner & Forrester,purpose-builtfor the consumer productsindustry
Reduce sales &service costsOptimize channels and rely onself-service to reduce callcenter volume
Fully leverage B2Band B2CopportunitiesAgile, scalable, extensible:Fast time to value and lowTCO
Complete customerand consumerexperience platformIntegration with existingsystems to enable a seamlesscustomer and consumerjourney across all touch-points
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+500 Clientes a través de Múltiples Segmentos e Industrias.
Digital Industry Retail Wholesale Telco
Empr
esas
Glo
bais
SME
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3B USD onlinerevenue
28 countriesB2C and B2B
16,000,000 SKUsmanaged in hybris
marketplace with2,000,000 SKUs
1200 of merchants
200,000 orders/day8M registered users
20 languages
Roll-out to 42 countrieswithin 4 months
proven linear scalability6000 PI/sec
global multi-channel PCM-B2C-print-call center-
mobile-B2B
5 languages4 currencies
30M price rows
IBM 2 years5 months on hybris
from 0 to 150 Mio USDrevenue in 2 years
global multi-brand B2BIn 20 countries in 4 months
2,500 dealer websites1 hybris instance
Scalability and Success Stories – live projects
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Some Hybris Customers in México
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www.grainger.com
GRAINGERMake international B2B distribution easier
Goals and Challenges
Replace an outdated Broadvision implementation for scalability, functionality & usabilityreasons
Solution
Uses hybris PCM for data consolidationB2B Commerce and hybris order management module ensure a high-value customercommunication
BenefitsFirst 7 months of 2012 on hybris, compared to the same period last year
Sales up 21%Orders up 17%Average Order Value up 3%Unique Visitors up 47%New Visitors up 58%
Repeat Buyers up 14%Average Session length down 14%Load times for homepage improved 54%Load times for category page improved 26%Load times for keyword improved 36%
2 million products3,000 suppliers2 million customers500,000 orders / day
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Run hybris Commerce platform in41 countries
$2.8 Billion annual Revenue
20 languages
200 boutiques
100,000 orders per day
More than 8 million Customers and ClubMembers
...KEY FACTSPioneer in high-quality portioned coffee with CHF 2.77 billion in worldwide sales:nespresso.com, nesclub.nespresso.com, nespressopro.com
Thank You!Yeiko PlazaSolution Specialiste-Commerce & MarketingOffice: (+52) 55 3618 73 94 | Mobile: (+52) 1 55 2299 83 33Email: [email protected]
© 2014 SAP AG. All rights reserved. 22
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