SAP FORUM İSTANBUL 2016 - PERAKENDE SEKTÖRÜNÜ DÖNÜŞTÜREN DİJİTAL TRENDLER

SAP FORUM STANBULReimagine Business for the Digital EconomyPERAKENDE SEKTRN DNTREN DJTAL TRENDLERKonumac Ad : Klaus BoeckleFirma Ad : SAP

SunanSunum NotlarMerhabalar!Sunumumuza hogeldiniz. smim zlem Odaba. Yaklak 6 senedir SAP analitik danmanl yapyorum. Bugn sizlere SAP Retail ailesinin analitik bir rn olan CAR yani Customer Activity Repository hakknda bilgi vereceim. Dinleyiciler arasnda operasyonel retailciler ve IT cilerin de olduunu varsayarak. rne hem teknik hem de sresel olarak deinicem. Bildiiniz gibi SAPnin nem gsterdii 4 stratejik sektrden birisi olarak ilan ettii perakende sektrn.. Prodea olarak bizler de hedef sektrmz olarak benimsiyoruz.bu alanda nemli yatrmlar yapyoruz ve yapm olduumuz bu yatrmlarn karln bir ou konusunda ilk olan nemli projeler ile almaktayz. Konuya zg yaptmz nemli hamlelerden bir dieri ise retail danmanlmz bnyemizde profesyonelletirmi olarak bulundurmaktayz. Konusuna hakim sadece retail odakl alan sektre zg bir danman kadromuz bulunmaktadr. Ve kadromuzu tpk son yllarda hzl bir ekilde byyen perakende sektr gibi bytmekteyiz.

SAP Forum istanbulReimagine Business for the Digital Economy

Klaus BoeckleVice President, EMEA Consumer Industries, SAP

SunanSunum NotlarHallo my name is Klaus Boeckle

SunanSunum NotlarQuestion to audience: What does this number represent?

9.7 B population by 2050, 9.7B digital consumers by then

2016 SAP SE or an SAP affiliate company. All rights reserved. 5Public

Who would you rather be?

Hiding from change isnt an option

Following the crowd isnt the answer

Become adaptable, agile, fast moving, hyper aware

SunanSunum NotlarIf you were here at this event last year, you might remember this slide. And I asked the same question

As a business, which of these creatures would you rather be? Would you rather be an ostrich, a fish, or a lemur?

The context in which I asked this was around the fact that digital was and is -- transforming retail more than any other industry. What is YOUR approach to dealing with this change?

[Click]

You can be an ostrich and ignore the change around you.

[Click]

Maybe you can be a fish: safely staying with the crowd, keeping with status quo.

[Click]

or perhaps you can choose to be a lemur, aware of the transitioning world around you and being flexible enough to adapt.

Its amazing what a difference a year makes. In my conversations with our customers over the last year its clear that nobody is hiding from change and nobody wants to be a follower.

And our own thinking within SAP has similarly evolved. As it turns out being hyper-aware of ones surroundings and adapting to change are only a few of the attributes of what weve termed a live business. [click]

Ready to bike !

SunanSunum NotlarI want to give you a quick take on how digitalization is changing retail. Let me start with a recent experience regarding an activity near and dear to my heart.

I am a biking enthusiast a bicycling nut really.My bike is a member of the family and part of the reason that I keep sane in ever-changing world of retail. So I was recently in the market to buy a new bike.

These days buying a high performance bike is all about data. Customers expect a highly customized product that helps them use their power efficiently for racing or for climbing hills.

To achieve that, they will provide lots of data points about themselves and their cycling preference in return they expect a perfect bike, with everything tailored to their needs.

And as an enthusiast, you of-course want your bike ready at the start of the season.

So when I ordered my bike I made sure I provided all the data I needed to make this fit my preferences. Yet I found that this created some issues in availability and delayed the delivery.

It turned out my cutting edge options had actually become more mainstream than I thought.

The complexity of a high performance bike combined with rigid capacity for high end components caused unforeseen mismatch in supply and demand leading to bottlenecks.

It became evident to me that while digitalization helps me get a highly personalized product, it also raises my expectations. As a retailer, if you are not ahead of the curve you risk many unsatisfied customers and loss of business.


Digital changes everything

CompetitionConsumers The way you do business

SunanSunum NotlarMy experience of course, is just one simple aspect of digital impact in retail. As I go around the globe, talking to our customers I hear what leading retailers already know digitalization is more than running a webshop. It fundamentally changes all aspects of your business:

Consumers increasingly turn to digital devices throughout their purchase journey. They turn to facebook friends to seek advice, announce new purchases and share good or bad experiences. Where they finally transact does not matter, digital interaction through the shopping journey heavily impacts all in-store sales.But the influence of digital technology on retailers goes way beyond a change in shopping habits. New competitors often with fully digital strategies - are reaching out to your customers: search engines, social networks, marketplaces, telcos, utilities, banks every business that touches the consumer is trying to get a piece of the same business.Consumers and competitors are changing retailers behaviors. Leading retailers are not only using digital technology to reach consumers across multiple channels but also offering innovative new experiences to build and extend customer relationships.

We see a real interest in our retail clients, in being able to take demand signals from many different sources.

The winners in Retail we think will be those companies who are able to collect and consolidate these demand triggers from different sources, and eemphasize a simple and seamless customer journey across channels to drive immediacy and relevance as well as continually adapt to remain relevant to the shopper of tomorrow . Channel-less engagement is the new norm to stay relevant.


Digital creates new opportunities

SunanSunum NotlarWhile it is true that the fast rise of digital is creating uncertainties and new winners and losers dont lose sight of the fact that it also offers great opportunities. Lets take an example. We know about a growing affluent middle class in the emerging economies. Digital technology allows you to reach them everywhere without the slow and expensive process to open brick-and-mortar stores around the world.

Digital networks can even uncover a customers needs before they turn into demand. Say, for example, if you could read your customers Facebook page about an upcoming vacation. Can you create sales opportunities for clothes, books, medication that he or she might need? The digital society creates many opportunities for retailers. They are up for grabs for the fast and decisive movers.


Time to reimagine your business

SunanSunum NotlarSo how do you take advantage of the opportunities? I frequently hear about digital initiatives from retailers: a mobile Web site, or a twitter campaign. But leading retailers take a step back, look at their entire business and reimagine their business with a digital mindset.


Shopper engagement

Reimagine

SunanSunum NotlarOften they start with shopper engagement. How can digital technology create new ways to engage with customers? What information do store associates need at their fingertips to create a better shopping experience and drive more business? Its not just about digitizing existing customer interactions, but about thinking new ways to touch the customer often in their exact moment of need or impulse so technology can be used to deliver a just in time outcome that previously would have been impossible.


Reimagine

Shopper engagement

Retail processes

SunanSunum NotlarHow about the core retail processes? Suppose a customers athletic shoes or bike parts would tell you when they are about to wear out can you predict his or her next visit and schedule orders to minimize inventory and avoid out of shelf situations.


Reimagine

Shopper engagement

Retail processes

Business models

$

SunanSunum NotlarAnd there are completely new business models enabled by apps and digital connectivity. For example, I see that in many urban areas there is an increasing trend toward bike sharing. How can you as a bike retailer participate in this huge growth opportunity? How does 3-d printing affect your business model? Could you create personalized bike parts with 3D printers at the point of sale? What product designs changes will that require?


Whats in the way?

SunanSunum NotlarChanging your business for maximizing digital opportunities doesn't have to be complex, but many retailers are facing obstacles on their digital transformation journey. Here are my top 3 reasons I think that is happening:


Complexity

SunanSunum Notlar

Retail has never been trivial but the complexity of products, data, channels, geographies, and customer segments is now bogging retailers down. In addition, transformational digital initiatives are not just about technology they require overcoming many organizational hurdles, further adding to the complexity.


Complexity

Money

SunanSunum NotlarMoney is always an issue. Digital initiatives may not require big investments, but they require smart investments and fast execution with small windows of opportunity.

As a matter of fact, 90 percent of CEOs believe the digital economy will have a major impact on their industry, but only 25 percent have a holistic strategy in place, and less than 15 percent are funding and executing a plan to address this


Complexity

Money

Data

SunanSunum NotlarData is a double-edged sword: it is s very easy to have tons of data but it takes a huge effort to squeeze ounces of insight from multiple and incompatible data silos.

So how can you move these obstacles out of the way?


Supplier collaborationBusiness networks

Assets and the Internet of Things

SAP HANA Cloud Platform

Digital core

SAP HANA platform

Customer experienceOmnichannel

SAP Cloud for Customer solution

Workforce engagement

SunanSunum NotlarI believe that your business revolves around a digital core that drives your business processes within and beyond the enterprise. SAP S/4 HANA provides a single version of truth to power digital retail with core functionality for retail. The digital core draws insights from and drives action through real-time connections with key external constituents.

Your customers experiences are shaped at the points of engagement across all channels that are augmented with real-time information from the digital core and the business network.Channel and store associates communicate your brand and shape your reputation in social networks. Digital information helps them do a better job, and the extended workforce engages with customers much like your own.

Business networks with manufacturers, suppliers, and service providers simplify fulfillment, warranty handling, and services along the entire value chain. The Internet of Things delivers the Big Data that gets distilled into real-time insight that drives innovative business models and new ways of engaging with customers.So how do these digital pillars come together to deliver a new customer experience?


Running shoe sensor calls for replacement

Predict optimum reorder point

Fulfill the order and manage

logistics

Send promotion

Customer receives smart cross-over

offers

Customer pays

Send items for pickup/delivery

Source additional items

Send points for future purchases and register new

equipment

Determine product

recommendations

Customer orders

SunanSunum NotlarI am a busy manager who travels often and tries to get in a few miles whenever I can. Now how do I keep my gear ready to support workouts at home or abroad. Well in this scenario my shoes have sensors that detect shoe pressure, monitor wear and tear, and communicate that to the core system.2. At Shoe World, the retailers digital core uses predictive analytics to predict the optimum reorder point. 3. ShoeWorld also uses history, usage patterns and preferences to send me new product recommendations. 4. With those insights, ShoeWorld automatically sends me an email, text, or social media message with a timely offer. 5. Once I am happy and the offer makes sense I can accept this personalized offer which triggers an order 6. During the purchase process, ShoeWorld can also deliver a targeted cross-sell offer, based on insight from real-time customer and external data analysis, for example based upon 7-day weather forecast for my area.7. And Shoe World makes it easy for me to pay using my preferred option PayPal, credit card, gift card etc.8. The new shoes are instantly sourced and prepared for delivery ... no inventory to carry.9. Simultaneously, any additional items that I selected are sourced and added. 10. Everything ordered is automatically sent to the pick-up or delivery location. This can be my home or a hotel on a business trip.11. Finally, loyalty points are assigned for future purchases and the new equipment is registered again, to restart the cycle.

In this example, we have connected the elements of the value chain to work as one all powered by detailed insights on my needs in real time.


Running shoe sensor calls for replacement

Predict optimum reorder point

Fulfill the order and manage

logistics

Send promotion

Customer receives smart cross-over

offers

Customer pays

Send items for pickup/delivery

Source additional items

Send points for future purchases and register new

equipment

Determine product

recommendations

Customer orders

SunanSunum Notlar

With an understanding of you customers based on history, social data, and other data from sensors , you can target your offers to match your customers lifestyle, nutrition, and health preferences and expand share of wallet.

You can create a immersive customer experience that increases customer loyal and profitability while reducing cost through predictive analysis, automation, and optimization.

You are also in a much better position to pursue new business opportunities based on new business models.

The result is a highly individualized and integrated shopping experience for your customers one that earns life-time loyalty and also delivers significant advantages and new business opportunities to the retailer.

What you should also know is that this is not hypothetical at all. Its all possible today with current SAP solutions.

Its not necessary to wait for the future to arrive. SAP solutions for retailers enable these scenarios today.

Shopper engagement

Retail processes

Business models

$

Seize the digital advantage now

SunanSunum NotlarIn fact, Retailers of all sizes are using SAP software to create a competitive advantage in the digital economy.

Walmart: One of worlds largest retailers is reimagining shopper engagement with a SAP HANA- and Hadoop-based solution that provides enterprise-wide information to a large number of employees. Merchandising teams can identify trends and take advantage of them immediately.Store assortments can be adjusted rapidly to respond to demand change.

Brookshire: A grocer in North America has reimagined business processes by implementing a single platform to enable promotion collaboration. With promotion planning software on SAP HANA they were able to bring down their promotion cycles from weeks to hours. This means better-targeted promotions and faster capture of business opportunities.

Loblaws: Another major grocer out of Canada reimagined their business model. They used the process insight gained from SAP and hybris, an SAP company, to expand from a traditional, single-country, grocer to a fashion retailer across 23 countries.

Headquarters London

IndustryRetailProducts and Services

C4C/CEC & HCP

Employees11,000

Total Assets2.5bn revenue

Web Site www.burberry.com

Overview: Top Customer Objectives Burberry is an industry leader when it comes to digital and their brand image and market position is driven by early digital adoption.

This next part of their digital journey was to revamp their customer excellence initiative across all touch points online, in-store, call center, everywhere

SAP Solution C4C - Sales and Services HCP Hybris Marketing JAM

Benefits derived by the customer / How the product is being used Single View of Customer regardless of channel Ability to provide first class, personalized and luxury service to all clients Ability to quickly stand up new digital consumer focused applications without disrupting their business

SAP Key Differentiators Partnership announcement with Apple couldnt have come at a more perfect time our partner Keytree will be utilizing the

Software Development Kit (SDK) to develop Burberrys in-store customer service app. Functional capability and vision for the future. For example, Burberry wants to create an in-store app that would allow their

sales teams to service customers more efficiently and ultimately enhance the end-customer experience

Burberry

Retail. Digital.

Infinite opportunity.

SunanSunum NotlarOnly a few examples, but they give you an idea what is possible today..

Retailers that recognize the potential of digital technology in retail create infinite new opportunities and customer experiences.

Thank you.

SAP FORUM STANBULSAP Forum istanbulReimagine Business for the Digital EconomySlayt Numaras 3Slayt Numaras 4Who would you rather be?Slayt Numaras 6Slayt Numaras 7Digital creates new opportunities Slayt Numaras 9ReimagineReimagineReimagineSlayt Numaras 13Slayt Numaras 14Slayt Numaras 15Slayt Numaras 16Slayt Numaras 17Slayt Numaras 18Slayt Numaras 19Slayt Numaras 20BurberrySlayt Numaras 24Slayt Numaras 25

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SAP FORUM İSTANBUL 2016 - PERAKENDE SEKTÖRÜNÜ DÖNÜŞTÜREN DİJİTAL TRENDLER