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Saikat Ghosh is the Distributor & Customer Solutions Manager for Amway's Global Information Technology organization, where he drives the omni-commerce, order management, customer management, and distributor bonus initiatives for the company's global and regional IT groups. In this role, Saikat leads and is the IT owner of the solutions leading Amway globally to the future state of commerce and order management. In 2013, Saikat managed the future state commerce, and order management solution evaluation process that led to the company procuring the hybris Commerce platform. He previously managed technical and development teams in the areas of Java/JEE, and AS/400 across a range of business functional areas at Amway and other companies.
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November 5, 2014
Omni-Commerce as the way Forward
Saikat Ghosh
Agenda
• About Amway
• The Business Complexity
• Why & How hybris
• The Way Forward
• Q&A
About Amway
Why & How Hybris
• Our applications are getting old• All custom coded applications running on the AS/400s• Software resources are hard to find in that space• Hard to innovate with modern front end
• We decided on an ERP path?• Did not work for us• Decided to change course for commerce & order management
capabilities
• Selected hybris in 2013• Business demand for the “always-on” consumer • Our complexity required a flexible & open technology platform• Required a commerce capability platform to enable “omni-
commerce”• Selected after a year long evaluation which includes POTs, POCs,
third party evaluations, and Global load tests.
Omni-Channel Fulfillment
• Enable customers to buy from anywhere, pick up from anywhere and
return to anywhere
• Real-time stock availability across all channels
• Create “save-the-sale” opportunities
“Save-the-sale” is the ability to source products from wherever they are
available; having “endless aisles” provide options to keep customers from
leaving stores empty handed or abandoning shopping carts.
The “Endless Aisle”
This is the use of in-store kiosks for customers to see, learn about, and
order products that are not stocked in the store.
Products can be shipped to the store or directly to their homes.
Typically used by businesses that have both stores and an ecommerce
presence.
Endless aisle benefits include:• Increasing sales in stores
• Preventing sales loss
• Ensuring customer satisfaction and fidelity
• Expanding offerings / inventory without space constraints
• Using ecommerce cross-selling and product recommendations
“Click and Collect” – Buy online – Collect near home
In the “corner shop” model, customers can have products delivered
to stores near them and pay for them there.
• Amway Thailand has partnered with 7-Eleven for ABOs to pay and pick
up products at its convenience stores. This is now a 24/7 channel of
7,400 stores nationwide to pick up Amway orders.
• In the UK, Collect+ has signed up 5,000 convenience and corner shops
to become collection points for many retailers including Oasis, Asos,
Boden, Amazon and eBay.
Personalized Experience
Present the most relevant content to build a one-to-one relationship.
• Present personalized content to each consumer regardless of
channel
• Provide product recommendations, targeted promotional content,
and integration with social channels based on customer behavior
and segmentation
Leveraging Social Media
• Use social commerce to develop a dialog with customers, drive traffic
and create up-sell opportunities
• Enhance brand engagement and customer loyalty
Enterprise Systems ReplacementConceptual Design
Other
Systems
Manufacturing
Raw Materials
Order Booking & Fulfillment
Sourcing
Inventory Management
Financials
POS/
Shop
CMP / Call
CenterWeb Mobile Kiosk Social Apps
User Interface / User Experience Framework (DCP)
Events &
Training
11
Warehouse/
Logistics
Order
Management
(OMS)
ABO
Management
(DMS)
Bonus,
Awards, &
SIPs
(RMS)
PurchasedJDE
“HUB” or
Local Apps
Hybris MAGIC
Red PrairieOracle EBS
5gPOSMS
DynamicsAEM
Enterprise Systems ReplacementTechnical Solutions
Manufacturing
Raw Materials
Warehouse/
Logistics
Order Booking & Fulfillment
Sourcing
Inventory Management
Financials
POS/
Shop
CMP / Call
CenterWeb Mobile Kiosk Social Apps
User Interface / User Experience Framework (DCP)
Commerce & Order
Management
(OMS)
ABO
Management
(DMS)
12
Bonus,
Awards, &
SIPs
(RMS)
Other
Systems
Events &
Training
Current Projects With Hybris
13
• Brazil – Project Athena (Pragiti)
• New Web & Mobile Site
• Replace OMS & DMS
• Hybris at the store for Omni Commerce
• Hybris at the Call Center for Omni Commerce
• China (Aravato)
• Use Wechat as ordering channel for customers
• Use AEM to create the UX
• USE Hybris for commerce management
• Australia / New Zealand (Contiigo)
• Existing Web Site connecting using OCC
• Replace OMS & DMS
• Evaluating OVC with Hybris for Store management
• Hybris at the Call Center for Omni Commerce
Questions
14
