5 digital consumer relevancy scenarios. Powered by Oracle

AVOIDING THE ME-TOO CORNER 5 digital consumer relevancy scenarios. Powered by Oracle

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2 Copyright © Capgemini 2012. All Rights Reserved

Avoiding the Me-Too Corner

In the age of ‘Digital Transformation’ …



.. the Customer Experience changes the most …

Have you seenour latest offer on fresh lamb ?

I’ve read thatpesticides werefound on some

organic veg !



… and avoiding a Me-Too position …



…in the midst of a quickly evolving customer base...

4. Rational Online Shoppers 5. Digital Shopaholics 6. Social Digital Shoppers

1. Techno-Shy Shoppers 2. Value Seekers 3. Occasional Online Shoppers

Source: Capgemini, Digital Shopper Relevancy, 2012



… and shifting demographics …



… requires understanding consumer relevancy ..

Ease of Access

Product

Price Service

Experience

Ease of Access

Product

Price Service

Experience ?

?

?

?

?



Access Experience Price Product Service

Friendly and clean

store Easy to reach stores

Easy to navigate

stores Compelling

promotions Freshness/ Quality

Maximum opening

hours

Availability

(no stock-outs)

No damaged

goods in store

Inspirational

Atmosphere

Customer Service

Complaints

handling /

return policy

Loyalty program

Wide and deep

assortment

Competitive pricing

Traditional

Relevancy

Criteria for

Physical Channels

“Better

Stuff, Better

Life”

“Making it

Easy for

You”

“Lowering

Your costs “

“All About

Your

Experience

”

“Whatever it

takes for

You”

Dynamic Pricing

Mobile in-store

Shopping support

Advanced /

visualized product

information and

(usage) advice

Product

Comparison

e-Commerce

(mobile, social,

web)

Flexible delivery-

options ( home,

store-pick-up etc.)

Personalized

Pricing

Additional

Relevancy

Criteria for

Digital Channels

Personalized offers

Technology-

enabled staff –

support in-store

Interactive service

via social media

Wider and deeper

assortment

Solution Pricing

Inspirational

Content

Community

engagements

(share

experiences)

Social Shopping

Location-based

pricing

Price

Comparison

… with digital channels adding crucial criteria …

Illustrative



Distribution in country / market

Demographics

Channel Behaviour & Preferences

Understand different shopper attributes

Consumer Relevancy Attributes

Price

Product

Service

Experience

Ease of Access

Identify most relevant

shopper segments

Digital Shopper Relevancy Consumer Segments

The Value-Seeker

The Occasional

Online Shopper

The Rational

Online Shopper

The Digital

Shop-a-Holic

The Social Digital

Shopper

The Techno-Shy

1

2

3

4

5

6

Key segment

Key segment

Secondary segment

Understand your current position and

digital performance

Your current positioning & objectives

• Move clients to the store.

• Convey the proximity concept.

• Develop private label brand image.

• Develop image of Fresh Products.

• Help clients to obtain savings.

• Ease the buying process.

• Enable new ways to redeem coupons.

• Get closer to the to consumer habits.

• Develop global brand image.

Strategic objectivesConsumer

relevancy attributes

Ease of Access

Price

Product

Service

Experience

Your current digital performance

Above average / Best in class

On average

Below average

Average = Best in class level

Awareness Choose Transact Deliver After Sales

Online Social

Networking

Catalogue

Online/ Mobile

Product Search

Online

comparison

Management

Mobile Phone

Marketing

Direct

Promotion

Online R2C

Advice

Online C2C

Advice

Online

Availability

Indicator

Mobile

Commerce

Contact Centre

In-store Digital

Display

Online Size

Guides

Online Product

Visual

Store Cross-

Selling

Loyalty Card

Gift Card

Contact Centre

Transact

Kiosk Transact

Mobile Transact

In-store Device

Transact

Social Network

Transact

Next Day

Delivery

Time Slot

Delivery

Click n Collect

in store

Delivery

Tracking

Service at

Delivery

Delivery

Location Flex

Returns

M–C Query/

Complaints

Enablers Level of Development

Customer Journey

Global1

1) Global: Global standard level of development

Global Global Global Global

Illustrative

Social

Media

… articulating a balanced all-channel strategy …



… and then the mapping of digital capabilities …

Multi-channel Experience

Personalized Environment Social Media Integration

CRM –

Marketing & Service

Automated

Decisioning

Insight &

Analytics eCommerce

Se

cu

rity

Integration and Orchestration

ERP SCM ECM Oracle

Retail Finance

Common

BO Function



… on the right solution platform …

Multi-channel Experience

Personalized Environment Social Media Integration

CRM – Marking & Service

Automated

Decisioning

Insight & Analytics

eCommerce

Security

Integration and Orchestration

ERP SCM ECM Oracle

Retail Finance

Common

BO Function



… and creating the right roadmap …



… for accelerated implementation.

„No Requirements‟ App Rhythms Implementation Sprint



Find out more

The information contained in this presentation is proprietary.

© 2012 Capgemini. All rights reserved.

Rightshore® is a trademark belonging to Capgemini.

www.capgemini.com

About Capgemini

With around 120,000 people in 40 countries, Capgemini is one of

the world's foremost providers of consulting, technology and

outsourcing services. The Group reported 2011 global revenues

of EUR 9.7 billion.

Together with its clients, Capgemini creates and delivers

business and technology solutions that fit their needs and drive

the results they want. A deeply multicultural organization,

Capgemini has developed its own way of working, the

Collaborative Business Experience™, and draws on Rightshore®,

its worldwide delivery model.

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5 digital consumer relevancy scenarios. Powered by Oracle

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