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Smarter Commerce - BI

Phan Tr ng Bachườ

Chuyên gia phát tri n TMĐT – H th ng Bán buôn bán l - H th ng kinh doanh thông ể ệ ố ẻ ệ ốminh

2

Bài h c t eMarketerọ ừ

H th ng phân ph i và bán l truy n th ng và c n hi n ệ ố ố ẻ ề ố ậ ệđ iạ

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Proveedores

Distribuidores

Almacenes

DCs

Tienda 3

Call Center / Tienda 4

Web / Tienda 5

Tienda 1

Clientes

Tienda 2

H qu n tr Back-ệ ả ịEndERP / CRM / SCMSiêu đi n toánệKhai thác D li u ữ ệBigData

Thi t k đa d ch ế ế ịvụS n ph mả ẩVòng d i s n ph mờ ả ẩD ch vị ụ

H th ng Th ng m i đi n t Smarter Commerceệ ố ươ ạ ệ ử

5

Bancos

Proveedores

Distribuidores

Carriers/3PL

Aduanas

Almacenes

DCs

Tienda 3

Call Center

WebCatalog s n ph mả ẩ

Tienda 1

Clientes

Tienda 2

Quan h khách ệhàngT p khách hàngậKênh phân ph iốTheo dõi đơn hàngCRM Analytics

Đa ph ng th cươ ứTruy n th ngề ốTV và T ng đài Call ổCenterDi n gi và h i th oễ ả ộ ảDistributors / ResellersInternetKioskos và Gian hàng Malle-Commerce

Chu i cung ngỗ ứNguyên v t li uậ ệKho v n / V n t iậ ậ ảL u kho / b o qu nư ả ảNhà cung ngứNhà s n xu tả ấTheo dõi đơn hàngQu n lý Thay đ i/R i roả ổ ủ

Chu n hóaẩC u hình / tri n khai ấ ểTCO – ITIL v3 - ISO

B máy ph n hóa ộ ậPhân x ng / Nhà máyưởPhòng banTi p thế ịK toán / Ki m toán….ế ể

Đ xu t h qu n tr t i u quan h khách hàng: ề ấ ệ ả ị ố ư ệ Smarter Commerce

Smarter Commerce là h th ng tr giúp, k t n i các ý t ng và ngu n l c doanh nghi pệ ố ợ ế ố ưở ồ ự ệ

MarketSupply & Merchandise

Serve Sell

Creates personalized and

relevant offers with seamless cross-channel interactions

Drives intelligent and adaptive

supply networks based on

consumer demand

Anticipates behavior and

delivers flawless customer

service across all channels

Enables customers and partners to buy what they

want, anytime and anywhere

Nhng giá tr

ữ

ị

nào tôi mang

đn KH?

ế

Tôi p

hi t

ng

ảươ

tác t

h n

ào v

i

ế

ớKH

?

Ai là khách hàng c a tôi?ủ

Customer

The integrated retail portfolio for Smarter Commerce

Supply & Merchandise

Market Sell Serve

How do I engage with them?

What value should I bring?Commerce and Customer Strategy

Establish vision and roadmap focused on customer experience and outcomes

Innovation and Business ValueInnovate business and technology model to

drive value to the customer

• Inventory Optimization• Trading Partner Enablement• Network Optimization• Supply Chain Visibility• Logistics Management

• Cross-Channel Campaign/Lead Management

• Customer Segmentation• Marketing Spend

Optimization• Customer Behavior Analytics• Search Optimization

• Cross-channel Commerce• Multi-Enterprise Order Mgmt• Fulfillment Optimization• Mobile and Social Commerce• Point of Sale and Kiosk• Digital Promotions/Loyalty• Contextual Recommendations• Inventory Visibility

• Contact Center Optimization• Customer Self-Service• Order Visibility• Delivery and Install

Scheduling• Returns Management

Operating and Organization ModelsAlign merchandising, marketing, store operations

and supply chain to engage customers

Advanced Analytics and Master DataCross-Channel Analytics | Customer Segmentation | Action Clusters | Predictive Analytics | Web and Social Analytics | Master Data

Workload Optimized SystemsIBM Systems, Storage and Software focused on agility, integration and automation to drive relevant business outcomes

Who is my customer?

Multiwave schedulingList generationOptimizationContact history

OffersContacthistory

SegmentsResponse

history

Logic

Offer managementStrategic segmentsTarget cell spreadsheetApprovalsSizingOptimization Rules

Segmentation & targetingOffer & channel

assignmentOutput formattingCampaign validation

Campaign performanceOffer performanceROI analysis

Response attributionResponse history

Th ng kê và Phân tích: các c h i m iố ơ ộ ớ

Facilitates collaboration and cross-channel planning, design, execution, and measurement.

Operations

Awareness Decisioning Execution

H th ng qu n tr Marketing thông minhệ ố ả ị

Interaction Management

Configurable Business Processes

Tooling and Foundation

Contracts & Relationships Roles & Member Mgmt Business Policies Contracts & Entitlements

Globalization Multiple languages & currencies Regulations Multi-national Sites

Personalization Segmentation Promotions Targeting

Catalog & Content Content Aggregation e-Spots Sales Catalogs Product Info Mgmt

Precision MarketingTriggers and Actions Dialog activityPromotions, Discounts, Coupons A/B Testing Affiliate Marketing E-mail campaigns

Merchandising Search & Guided Search Up-sell, cross-sell, bundles Awards & Points Gift Center Auctions

Assisted Interactions Sales Center RFQ & Price Negotiation Collaboration

Order Management Order Capture Order & Inv. Processing Approval Workflow Cross-Channel Order Mgmt Pricing and Payments

Extended Sites Multiple Sites

Business User Tooling Management Center Workflow & Workspaces

Developer Tooling Rational App. Developer

(RAD)

Foundation WAS/Apache Oracel/MySQL BigData/Analytics eCom/ERP/CRM

H th ng c ng th ng m i tr c tuy n e-Commerceệ ố ổ ươ ạ ự ếBrand Experience Direct channels

Cross-channel optimization Web stores Mobile store Sales Center

Kiosk Gift registry POS support

Extended channels Social integration Ratings & reviews Remote widgets

Affiliates Partners Comparison shopping

Qu n lý đ t hàng và Chu i cung ngả ặ ỗ ứ

Canales

Transportación

Gestión de almacenes

Visibilidad de la cadena de suministro Reposición de Inventarios

Sterling OrderManagement

Reglas de negocio para suministro

Sincronización de Inventarios

Colaboración

Operación de logística

Punto de venta

Captura de órdenes

Validación de pagos

T góc nhìn gi i pháp t ng th , bao ừ ả ổ ểg m các lĩnh v c sau:ồ ự

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1. Các tính năng web2. Các yếu tố ảnh hưởng đến KPI vận hành3. Hiệu quả cạnh tranh/kinh doanh

Từ góc nhìn các thành tố của chuỗi mắt xích, có thể chia ra như sau:

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1. Product Operation2. Marketing3. Merchandising/Sale4. Supply Chain/Logistics5. Customer Service6. Social Content7. Engineering support (optional - thường cấu thành trong gia đoạn sau của chuỗi vận hành e-Commerce khi các quy trình dần đi vào ổn định)