El valor de la omnicanalidad para la industria del consumo

El Valor del Comercio Omni-Canal para laIndustria del ConsumoYeiko Plaza / Solution SpecialistCustomer Engagement & Commerce @YeikoPlaza

© 2014 SAP AG. All rights reserved. 2

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.


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


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


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.


Store CustomerWarehouse

Product informationProduct

web CustomerWarehouse

En un inicioEntregar una buena experiencia al cliente era “sencillo”


Warehouseor content

delivery Store/POS Customer

Product informationProduct Order etc.

Customer data

Pero hoyLos procesos operativos son “increíblemente complejos”


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


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


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)


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


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


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%


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


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


+500 Clientes a través de Múltiples Segmentos e Industrias.

Digital Industry Retail Wholesale Telco

Empr

esas

Glo

bais

SME


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


Some Hybris Customers in México


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


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]


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