Elevating the human experienceA case study from Hästensbeds

Barry O’Neill

About Hästens

1. Retail experience 2. Digital Marketing pilot

Improve in store buying

experience

Automate back office

processes

Improve marketing

efficiency

Drive growth in new key

markets

2 Human

centred

projects @

Hästens

A STRONG COLLABORATION

APPROACH

VIABILITY

DESIRABILITY

A desirable solution

that the customer

really needs

A profitable solution,

with a sustainable

business model.

A feasible solution, building

on the strengths of

operational capabilities

A test for desirability focuses on

whether your solution is a nice to

have or a must have for your

customer.

Viability not only looks at profit, it

also looks at sustainability to ensure

that your business contributes to

community and society.

A test for feasibility measures the

operational capabilities leveraged in

a new solution.

FEASIBILITY

Retailexperienceproject

1.

• Improving in store

buying experience

• Automating back office

processes

HU

MA

N F

OC

US

TEC

H F

OC

US

APPROACH

END CUSTOMERS’PROFILES

INTERNAL CUSTOMERS’PROFILES

END CUSTOMERS’JOURNEY

INTERNAL CUSTOMERS’JOURNEY

END CUSTOMERS’JOURNEY

INTERNAL CUSTOMERS’JOURNEY

ADMIN/ FINANCE

THE ARCHITECTURE

SALES ASSOCIATES

& STORE MANAGERS

SF PARTNER COMMUNITY

KACHING

STORE APP

STORE ERP

SF SALES CLOUD

FINANCE ERP Nothingness

CONFIGURATION ENGINE

ADYEN

KACHING + ADYEN

A seamless payment solution integrated to the

store app that allows the customer to partially

or fully pay (using a credit card) with ease and

get a receipt right away.

THE ARCHITECTURE

SF PARTNER COMMUNITY

STORE APP

A point of sale app that displays all the sellable products

including a bed configurator. It is able to fetch customers

as well as add new ones. Create and share quotes, and

check out.

The Community will be the centre for collaboration between colleagues and

will provide the employees with all the necessary information to handle and

maintain Leads, Accounts, Contacts, Sales Orders, Purchase orders and

Inventory and to be updated on the company as well as personal progress.

ADMIN/ FINANCE

SF PARTNER COMMUNITY

KACHING

STORE APP

STORE ERP

SF SALES CLOUD

FINANCE ERP

CONFIGURATION ENGINE

ADYEN

SALES ASSOCIATES

& STORE MANAGERS

STORE APP KACHING

SF COMMUNITY

A customer walks in &

follows a bed assessment

Adds accessories to it.

A quote is created and

shared – The customer is

added

Agrees on a bed and the

sales rep. configures it.

STORE APP

The customer comes back

to the store.

The sales rep finds their

profile & quote.

The customer pays

and checks out

VISIT 1 VISIT 2

The customer is automatically

added in the SF System as a

lead

SALES CLOUD

SALE

END CUSTOMERS’JOURNEY

INTERNAL CUSTOMERS’JOURNEY

PRE SALE

ADYEN

The sales associate can pack

the order and create a

purchase order if required.

PAYMENT DELIVERY FLIPPING SERVICE

At any point in time the sales associates and

store managers can keep track of the store stats.

When it comes to sales and performance.

SALES CLOUD

SF PARTNER COMMUNITY SF COMMUNITY

SALES CLOUD

The customer receives an

invoice for the percentage left

THE SALES JOURNEY – CUSTOMER

AFTER SALE

The bed is delivered to the

customer

When the items are ready to

be shipped a delivery

company can be notified via

the Community

Flipping service reminders are

automatically created and

remind sales associates when

to notify their customers

The customer is reminded to

flip the mattress

THE SALES JOURNEY – ADMIN/FINANCE

The sales associate can see the

sales order and the processed

payments.

SF PARTNER COMMUNITY

FUNCTIONALITIES

Account creation & management

Mattress flipping reminders

Sales order management

Leads creation & management

Chatter & Group

Payment handling

Purchase order management

Inventory management

Register Store traffic

Reports & Dashboards

Bed configuration

Quote creation/sharingFind/create customer

Accessories selection & configuration

Go to checkout

Cart Discount x item

STORE APP

FUNCTIONALITIES

Handle payments in SEK

Send receipts to customers

Handle returns

Process card payments

KACHING + ADYEN

FUNCTIONALITIES

Full & Partial payments

ADMIN/ FINANCE

The overall purpose of the Sales Cloud to centralise the the data that will be used in

the Community set up. Enabling an overarching performance visualisation using

dashboards and reporting.

Cloud based solution for accounting, implemented with the purpose of

scaling (opening new stores) in an easy way.

The vision for the manufacturing erp is to be integrated with the sales cloud

to reduce manual work when a purchase order needs to be created.

SF SALES CLOUD + STORE ERP

FINANCE ERP

MANUFACTURING ERP

With the upgrade of the store ERP we enable data to be created

and later synched to the finance system. Storing the finance

system GL accounts and automatically creating journal entries

based on sales and purchases.

Sales Cloud becomes a command centre to set up a new stores,

handle users and permissions.

CONFIGURATION ENGINE

THE ARCHITECTURE

SF PARTNER COMMUNITY

KACHING

STORE APP

STORE ERP

SF SALES CLOUD

FINANCE ERP Nothingness

CONFIGURATION ENGINE

ADYEN

Third party custom build configuration engline

Sales reporting

Journal entry creation

Finance data synch

Inventory management

SF SALES CLOUD + STORE ERP

FUNCTIONALITIES

Performance Overview

SALES CLOUD

Permission handling

Managing leads Managing customer data

Managing activities Recording store visits

Create quotes Create sales orders

Create purchase orders Manage orders

FUNCTIONALITIES

FINANCE ERP

FUNCTIONALITIES

CONFIGURATION ENGINE

Purchase order

Product data

Customer data

General Ledger posting Accounts Receivable

Product rules management Pricing of quotes

Apple Confidential

Day 1Golden Thread

Day 2Whiteboards

Day 3High Fidelity

APPLE ENTERPRISE NEXT

APPLE

ENTERPRISE NEXT

BUSINESS CHANGE

WORKSHOP

EXECUTIVE

VISIONING

Planning to make

change happen.

Learning from a customer experience

leader.

Being design led.

Understanding the

breadth of the

platform.

A week in California

Digital MarketingPilot

2.

• Improve marketing

efficiency

• Drive growth in key

markets

What- Design and run 2 pilot campaigns

- Implement Salesforce Marketing Cloud and Audience

Studio (DMP)

T H E P I L O T

Why - Take the first step

- Learn

- Start to gather usable customerr data

T H E P I L O T

GoalIncrease footfall to own stores in

London and New York City.

Lay technology foundation for future

digital marketing

T H E P I L O T

How- Targeting the right people with the right

message…

- …in a learning process that will improve

the accuracy over time

T H E P I L O T

T H E P I L O T

One pilot – two stages

knownUnknown

CustomerKnown

1. 2.

T H E P I L O T – I . U N K N O W N T O K N O W N

Unknown

Known

Customer

2. Lead generation

3. Conversion

4. Audience Insights

1. Quality Traffic

ProductionMedia buying &

optimisation

Creative

development

Audience

identification &

segmentation

T H E P I L O T – I . U N K N O W N T O K N O W N

Technology

implementation

T H E P I L O T

Salesforce Marketing Cloud

Journey Builder

Audience Studio

Email Studio

Creative

Concept

T H E P I L O T

Sample content for ”career” focused campaign

Media

Strategy

T H E P I L O TTargetted segments on:

• Facebook

• Instagram

• + Banner ads

Monitor, refine, follow the money approach

Website

landing pages

T H E P I L O T

Experience

Design

T H E P I L O T

Email

marketing

T H E P I L O T

Sample Email Templates