hana/bigdata cases and sap experience in b2c/retail€¦ · ©sap ag или...

Nikolaos Michopoulos-Stoumpos,

Cluster Head for Consumer Industries, SAP MEE

HANA/BigData cases and

SAP experience in B2C/Retail

SAP HANA COUNCIL 31 октября 2014 г., Москва

© SAP AG или аффилированная компания SAP, 2014 г. Все права защищены. 2

MEGA TREND

INFORMATION…

INSTANT

RELEVANT

ACCURATE

EVERYWHERE

25.000.000.000.000 RUB


MEGA TREND in Retail

…DELIVERIES, …SERVICES, …PAYMENTS,

…MARKETING, …COMMUNICATION, …RETURNS

INSTANT

RELEVANT

ACCURATE

EVERYWHERE


Numbers in Retail

Single Retail Companies…

… have to serve up to 300.000.000 known customers

… operate up to 13.000+ outlets

… sell more than 1.000.000 items

… employ up to 2.000.000+ people

… have to be excellent in Billions of transactions


Retail Information is Exploding

Customer Data

Competitive Prices

GP

S

Promotion Planning

Speed

Hot Trends

Multi Channel Sto

re E

nh

an

ce

men

ts

Em

plo

ye

e

Re

co

rds

Suppliers

Purchase Orders

Merchandise Em

ails

Tw

eets

Planning

Social Media

Mobile

Insta

nt M

essa

ge

s


© SAP 2009 /

Typical Systemlandscape


Retail: Main processes

Retail Merchandise

Planning SAP Retail ERP

POS

Forecasting & Replenishment

Customer Relationship Management

SAP NetWeaver Business Process Platform

Process Orchestration (P=), Business Intelligence (BIW, Enterprise Portal (EP), SAP HANA, CAR

Legacy systems Business Partners

POS DM

Product Lifecycle Management

Transportation Management

Warehouse Management

Supplier Management

Tracking & Tracing

MAY 14 MAR 14 JAN 14 SEP 13 JUL 13 MAY 12 JUL 12 SEP 12 NOV 12 JAN 13 MAR 13 MAY 13 MAR 12 JAN 12 NOV 11 NOV 13 SEP 11

Strategy

meetings Planning

Design Collaborative Product Development

Sourcing

Initial Order Customs QA

ETA

Warehouse Management

Forecasting & Replenishment

Selling In-store logistics Returns

Supporting

Create the Offer

Supplying

Communicating & Selling

Marketing Loyalty management

Supporting

Procurement

Customer Order After sales

Cloud

Promotions Management

Hybris


Complete portfolio for a customer-centric real-time retail enterprise!

End-to End Omni-Channel Platform

HANA

HANA HANA


Assortment Management and Planning

© SAP AG или аффилированная компания SAP, 2014 г. Все права защищены.


Assortment planning is the process

where products are selected and planned per selling location

in order to maximize sales and profit for a specified period of time.

The Role of Assortment Planning in Retail

Remember the Notion of Retail:

Have the right products

in the right location

at the right time.

Plan to have


The Challenges of accurate Retail Planning

Flawed execution – difficult

to get products to the

customer in time to generate

new sales in a highly

competitive environment

Lack of information -

insufficient planning at store

level to accurately match

customer demand and

shopping habits

Lack of consistency –

different source of information

and metrics deliver

complicated, disparate

planning processes

IT HR Operations

Selling &

Service Finance Supply Chain

Marketing Merchandising

Contract

Manufacturers

Suppliers

Stores Distribution

Centers Customers


The Goal

Integrated plan delivering

aligned and targeted product

assortments across channels

Fine-tune category mix and

pricing for local needs to

increase sales

One unified view of customer

demand

Improve customer service

with fewer stock outs to drive

increased sales

Increased speed of products

to customer

Contract

Manufacturers

Suppliers

IT HR Operations

Selling &

Service Finance Supply Chain

Marketing Merchandising

Stores Distribution

Centers Customers


• Develop sales and margin targets by channel as a basis for top-

down financial planning

• Plan channel specific sales performance to analyze selling

locations and labor schedules

available within SAP Planning for Retail, RDS v2.0 (May 2013)

• Plan product mix by category with demand-driven forecasts

based on customer and selling location characteristics

• Help ensure assortments are well balanced across selling

channels by optimizing store and customer groups with

clustering and segmentation techniques

Planned availability Q4 2014

Customer-Centric Planning

SAP Planning for Retail/SAP Assortment Planning for Retail

Optimized Merchandise &

Assortment Planning

Merchandise and Financial

Planning

Channel Planning

Assortment Planning

Plan Optimization


On-Shelf Availability



Empowering store associates and Store Managers SAP On-Shelf Availability

Uses Cases

Provide historic and real-time analyses based on

POS data

Analyze on-shelf availability (slow v. fast movers,

consumption peaks, etc.)

Check in real-time for on-shelf availability of

promotional and non-promotional products

View real-time perpetual store inventory levels

Business Value

Detect on-shelf availability situations and take action

Optimize on-shelf availability and resource deployment

Keep shelves stocked and baskets full

SAP’s industry leading mobile app for analyzing on-shelf availability

and preventing shortages

Powered by SAP’s industry leading mobile app for crunching big

data using SAP POS DM on HANA

This is an innovative solution and takes the classical approach to the next level.


On-Shelf Availability

SAP Mobile Platform

POS DM on HANA

On-Shelf Availability Point-of-Sale

Sa

les

Tra

nsa

cti

on

Rea

l-ti

me

In

sig

ht

Headquarter

Store

http://www.google.com/url?sa=i&rct=j&q=point+of+sales&source=images&cd=&cad=rja&docid=86kIoYZWKTJVbM&tbnid=1iUmPJJcfjMddM:&ved=0CAUQjRw&url=http://www.123rf.com/photo_4519259_pc-based-retail-point-of-sale-system.html&ei=jegsUfXRCenD0AHmoYGIBA&bvm=bv.42965579,d.dmQ&psig=AFQjCNHXBYKdPklGqgwDlkwmr_4XsdwYEg&ust=1361983945160006


As a part of his daily task, John will verify On-Shelf availability of the

products and will take action to address the situation (nerve say no to

customers).

John starts the OSA app f.e. on his iPad, views the alerts list,

inspects the shelf, confirms that the inventory for some products are

depleted on shelf, and pushes them to his worklist. He learns from OSA

that there are 10 cases in the backroom. He goes to the backroom,

using his worklist picks some products and fills the shelf.

SAP Mobile On-Shelf Availability

Store Associates – Use Case


The Product List

displays items that

were calculated to

have a high

probability of being

out of shelf


Store Associates


Kevin, store manager, launches the OSA to monitors On-Shelf availability

situation around lunchtime.

He notices that the system has issued some alerts of potential on shelf

availability problem areas, notices that most of alerts are already processed but

some are still open. He instructs John (store associate) to investigate the issue.

While selecting different departments and reviewing the OSA situation for the

week, Kevin gains insight as to how many alerts were generated, when exactly,

what is the processing status, and how fast the exceptions were processed.

Kevin notices that the Food department has a higher number of exceptions on

Thursdays around noon but some other departments have no exceptions. He

decides to reallocated more resource to the Food department for that day/time.

Kevin requests John to verify the backroom stock and replenishment, to order

more product or to request a transfer from neighboring stores.


Store Managers – Use Case


Vendor Negotiation Simulation Tool



Opportunities in Purchasing


Partner Solution - Gicom


Personalized Customer Communication



SAP Customer Engagement Intelligence

SAP Customer Engagement Intelligence

Combines both corporate data and externally generated data

Real-Time

Omni-Channel

Corporate Data

Transactional Data e.g. orders, returns, …. / Non-transactional Data e.g. web-clicks, reviews, ….

Externally Generated Data

Market Research Data e.g. socio-demographic, regions, …. / Externally collected e.g. mentions on Facebook, Pinterest, ….

Big Data

+


Personalized customer communication

SAP Product Recommendation Intelligence and SAP Offer Recommendation Intelligence are

complementary and make up one joint solution:

SAP Product Recommendation Intelligence (SAP PRI) SAP Offer Recommendation Intelligence (SAP ORI)

SAP PRI does a product recommendation to customers

These recommendations are done based on the past

behavior of customers and their peer groups (e.g. Peer A

has also bought Product X)

Like this SAP PRI is predicting what is likely to sell to the

customers as well, without (!) giving incentives to the

customer

SAP Offer Recommendation Intelligence does an offer

recommendation

It does so by selecting the most appropriate offer out of

an existing offer base for a customer

These offers typically have an incentive coming along

with it (e.g. discount, loyalty points, free goods, etc.)

Planned in 2015


Consumer Interaction

Information Search

Evaluate Alternatives

Purchase

Post-Purchase Evaluation

Identified need

WEB

CALL CENTER

MOBILE

STORE

Consumer

Decision Stages

Consumer


HANA Enterprise Cloud (HEC) as a deployment option



SAP HANA Enterprise Cloud

SAP Business Warehouse BW | BPC

SAP Business Suite ERP | CRM | …

Custom Apps Big Data | Consumer

SAP HANA Cloud Platform

Services

Assessment

Onboarding & Migration

Cloud Hosting &

Managed Services

Custom Services

What is the SAP HANA Enterprise Cloud?

Designed for mission-critical applications such as SAP BusinessSuite, SAP

Business Warehouse and Customer Applications.

In-memory

Infrastructure


What are the benefits of the SAP HEC?

100% SAP owned and operated Private Cloud Environment:

Fully scalable

Enterprise ready, Mission critical

Secure and high available

SAP HEC reduces potential risks for a migration

Optimal knowledge regarding migration and operation of SAP HANA

Reduce lead time and distractions

SAP knows SAP HANA best:

SAP HEC leverages SAP’s in-house HANA experts for a continuous

innovation and improvement

Seamless access to SAP HANA development, support and application

management teams

Спасибо за внимание!

Воображение важнее, чем знание.

Знание ограничено, но воображение

охватывает весь мир.

Альберт Эйнштейн


© SAP AG или аффилированная компания SAP, 2014 г. Все

права защищены.

Любая часть данной публикации может быть воспроизведена или передана в какой-либо форме и с какой-либо целью только после получения разрешения SAP

AG или аффилированной компании SAP.

SAP и другие упомянутые здесь продукты и сервисы SAP, а также их логотипы являются торговыми марками или зарегистрированными торговыми марками SAP

AG (или аффилированной компании SAP) в Германии и других странах. Ознакомьтесь с информацией по адресу http://global12.sap.com/corporate-

en/legal/copyright/index.epx для получения дополнительной информации о торговых марках и других замечаний.

Некоторые решения, предлагаемые SAP AG и ее дистрибуторами, включают компоненты запатентованного программного обеспечения других поставщиков

программного обеспечения.

Национальные спецификации продуктов могут отличаться.

Эти материалы предоставлены SAP AG и аффилированными компаниями SAP исключительно в информационных целях, без заявлений и каких-либо гарантий,

и SAP AG и аффилированные компании SAP не несут ответственности за ошибки или пропуски в этих материалах. Единственными гарантиями на продукты и

услуги SAP AG и аффилированных компаний SAP являются гарантии, изложенные в договорных гарантийных документах (если имеются) к таким продуктам или

услугам Ни одно из положений настоящего документа не может рассматриваться как дополнительные гарантийные обязательства.

В частности, SAP AG и аффилированные компании SAP не принимают на себя обязательств заниматься любым видом деятельности, указанным в данном

документе, а также разрабатывать и выпускать на рынок продукты с указанными функциональными возможностями. Настоящий документ, любая связанная с

ним презентация и стратегия SAP AG и аффилированных компаний SAP, а также возможные в будущем разработки, продукция и (или) платформы, направления

и функциональность могут в любой момент времени быть изменены компанией SAP по любой причине без дополнительного уведомления. Информация,

содержащаяся в данном документе, не является договорной обязанностью или правовым обязательством поставить какие-либо материалы, код или

функциональные возможности. На все прогнозные заявления могут влиять риски и неопределенности, которые могут привести к существенному отличию

фактических результатов от ожидаемых. Рекомендуется не полагаться на эти прогнозные заявления полностью: они справедливы лишь на тот момент, когда они

были сделаны, и на них не следует опираться при принятии решений о покупке.

http://global12.sap.com/corporate-en/legal/copyright/index.epx



hana/bigdata cases and sap experience in b2c/retail€¦ · ©sap ag или...

Documents