Increase Sales Productivity with a Retail Execution Mobile App
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Transcript of Increase Sales Productivity with a Retail Execution Mobile App
Increase Sales Productivity with a Retail
Execution Mobile App
Horst Hagen, CRM Team Lead, Ferrero Germany
Ian McDonald, Vice President and Consumer Industries Director, SAP AG
© 2012 SAP AG. All rights reserved. 2
Successful consumer product companies…
Personalizes experience
Provides faster access to
more product options
Improves product knowledge
Improves service levels
Recognize their people are their assets, their assets are mobile, and
their customers are on the go
Access targeted,
personalized information
Analyze mission-critical
activity
Make better decisions
Respond quickly to emerging
opportunities
Workforce Customers Management
So they empower their stakeholders with mobile solutions
Tears down data and
communication silos
Automates critical activities and
core business processes
Improves productivity
Increases customer touches
© 2012 SAP AG. All rights reserved. 3
Retail execution challenges
Typical challenges that affect your sales team’s productivity:
• Inability to apply best-practice business processes at the retail level
• Inability to monitor compliance of product distribution, plan-o-grams, trade
promotions, out of stock situations, competitive situations, and so on
• Inability to have real-time monitoring of new product launches
• Poor return on brand and promotion investments
• Poor sales decision making due to lack of real-time access to customer,
product, promotion, and competitor information
© 2012 SAP AG. All rights reserved. 4
SAP Retail Execution Features and Road Map*
* Final scope and time line subject to change.
• Activity journals – audits
Attachments
Barcode scanning
Calendar
Contacts, customers
Extensibility
Hybrid pricing, printing
Picture taking
Plan-o-grams
Products, listings,
exclusions
Sales orders and returns
Signature capture
Suggested order
business add-in (“BAdI”)
Surveys
Territory management
Visit management
Version 2.0 Dec. 2011
Analytics
Enhanced visit
management
Fast order entry
Version 2.1 June 2012
• Alerts and messages
• Customer factsheet
• Enhancements to:
• Analytics
• Calendar
• Customer data
• Extensibility
• Order entry, online
“available to promise” (ATP)
• Product information
• Product listings
• Search for visit planning
• User Interface
GPS
Tasks and activities
Trade assets and equipment
View promotions and
campaigns
Version 3.0 Dec. 2012
• Enhancements to:
• Extensibility
• Personalize user
settings
• User interface
• Integration to:
• SAP Demand
Signal
Management
• SAP Jam
• SAP StreamWork
Document
management
Workflow
Version 3.1* TBD
Ferrero – group overview
1946 – Alba, Italy
Ferrero is founded
2011 – Global acting group
38 companies
18 production plants More than 22,000 employees
More than 1,000,000 tons confectionery
More than 7,200,000,000 euro turnover
1992 – Poland Ferrero Poland started trading 1997 – Belsk, Poland The factory in Belsk began production
Ferrero – brand introductions in Poland
1993 1993 1994 1994 1996 1996
1998 2000 2001 2000 2001 2001 1997
2004 2006 2006 2006 2007 2007 2002
2008 2009 2008
1993
Ferrero – SAP software landscape
System Area Solution
Warehouse Management SAP Extended Warehouse
Management/ SAP SCM 7.0 EHP2
SAP R/3 System SAP ERP 6.0 EHP5
Business Warehouse Analytics/Accelerator
SAP NetWeaver Business Warehouse 7.3
CRM
Trade Promotion Management
SAP CRM 7.0 EHP1
Enterprise Mobility Sybase Unwired Platform
2.1.3
Advanced Planning and Optimization
SAP SCM 7.0 EHP1 (central)
Middleware, etc. SAP NetWeaver 7.31
Solution Management SAP Solution Manager 7.1
Industrial Automation SAP Manufacturing
Integration and Intelligence 12.1
In-Memory SAP CO-PA Accelerator
Identity Management SAP NetWeaver ID Management 7.1
Energy Management SAP Environmental
Compliance 3.0
Governance, Risk, and Compliance
SAP Governance, Risk, and Compliance solutions 10.0
Corporate Portal SAP NetWeaver 7.0 EHP2
“We try to use the latest release of SAP, always!”
Ferrero – CRM strategy
Two main countries (Italy and Germany) kept their individual SAP CRM system
with a separated road map
• A task force discussed the following for other countries:
• Multi-back-end vs. multi-CRM scenarios
• Kernel processes of the Ferrero group vs local processes
(trade promotion management (TPM); sales force automation
(SFA); media planning, customer interaction center, etc.)
Decision for a group CRM for Ferrero
Infrastructure and applications centralized
• Germany: CRM plus CRM-related
business intelligence (BI)
• Italy: SAP ERP Central Component
Initial group projects
• SFA and TPM for Poland
• TPM for USA and Canada
Ferrero – high-level system landscape/mobile strategy
DMZ
Public Internet
Group
ECC GEA
Group
BI GEA
Group
CRM
Group
BI CRM Mobile BI
ReX
HR Leave
HR Travel
HR L Appr
HR T Appr R
ela
y S
erv
er
SA
P N
etW
eave
r G
ate
wa
y 2
.0
Local
HR BI
Local
HR POL
Syb
ase
Un
wire
d P
latf
orm
2.1
.3
SA
P A
faria
Ferrero – initial situation
The legacy sales force tool in Poland
• Local CRM solution, no option to adapt or enhance the solution
to Ferrero needs without help of software supplier
• Custom interface based on IDocs or even manual work to
harmonize data between local CRM and SAP ECC back end
• Current hardware is fully obsolete
• No additional functionalities like SAP Trade Promotion
Management available or in place
Ferrero – implementation road
May June
July
August
September
October
November Device
configuration
Bug fixing
Bug fixing
1st go-live
Modern trade
Go-live completion
Pilot go-live
x7 users
x40 users
x70 users
Ferrero – new situation
ReX – the future Polish sales force tool
Standard application to cover almost all needs for SFA people
• Visit planning
• Customer master
• Product data
• Order entry
• Surveys
• Picture taking
• Navigation (GPS, etc.)
Customer’s Business Challenge
Current local CRM and related mobile solution at “Ferrero Polska” is to be
replaced by SAP CRM and SAP Retail Execution (REX). In order to cover the full
mobile presales/merchandizing process, REX had to be enhanced with additional
functionalities and information.
Solution Developed
Three core enhancements had been developed for Ferrero:
• Customer State: On the mobile device and the backend a blocking state was
established on the customer, which prevents the creation of visits and orders
on the device.
• Unlock Visits: The REX solution now allows to "re-open" a visit and make a
confirmed visit re-editable.
• Customer order price simulation: A gross price simulation for an entire order
and the positions is displayed on the mobile device – without price calculation
on the backend.
Business Transformation
SAP Retail Execution allows "Sales Force Automation" processes on an iPhone.
This enhances the productivity of the Ferrero sales representatives during store
visits, provides the Sales Force with critical insights, and maximizes value from
the SAP® Customer Relationship Management (SAP CRM). The enhancements
enable Ferrero to use their unique business process.
Consumer
Products
SAP Retail
Execution
Implementation
Partner:
Techedge
2012
SAP Custom Development helped Ferrero make sure
SAP Retail Execution fits their specific business needs
Customer’s Business Challenge
Current local CRM and related mobile solution at “Ferrero Polska” is to be
replaced by SAP CRM and SAP Retail Execution (REX). In order to cover the full
mobile presales/merchandizing process, REX had to be enhanced with additional
functionalities and information.
Solution Developed
Three core enhancements had been developed for Ferrero:
• Customer State: On the mobile device and the backend a blocking state was
established on the customer, which prevents the creation of visits and orders
on the device.
• Unlock Visits: The REX solution now allows to "re-open" a visit and make a
confirmed visit re-editable.
• Customer order price simulation: A gross price simulation for an entire order
and the positions is displayed on the mobile device – without price calculation
on the backend.
Business Transformation
SAP Retail Execution allows "Sales Force Automation" processes on an iPhone.
This enhances the productivity of the Ferrero sales representatives during store
visits, provides the Sales Force with critical insights, and maximizes value from
the SAP® Customer Relationship Management (SAP CRM). The enhancements
enable Ferrero to use their unique business process.
Consumer
Products
SAP Retail
Execution
Implementation
Partner:
Techedge
2012
SAP Custom Development helped Ferrero make sure
SAP Retail Execution fits their specific business needs
Ferrero – ReX benefits
• Direct connection to SAP ECC – no order-handling in CRM
• No loss of contact information due to reorganization of territories
• Application is easy to use
• Excellent application acceptance
• Productivity and navigation
• Integration of innovative features like maps
Ferrero – ReX application
Ferrero – ReX application
Ferrero – ReX application
Ferrero – ReX application
Ferrero – ReX application
Ferrero – ReX application
Ferrero – ReX application
Ferrero – ReX application
Ferrero – lessons learned
• Life of early adopters can become very hard!
• Strong knowledge of mobile scenarios is a must!
• SAP MaxAttention helped a lot!
• Stable Sybase Unwired Platform and SAP Afaria landscape is
necessary!
• Not every problem is located in front of the device!
Ferrero – next steps
• Complete national rollout in Poland of ReX
• Consolidate infrastructure and application
• Looking forward to 3.0/3.1
• Expand BI functionality for sales force
• Go-live of TPM functionality
• Application rollout in next countries (Denmark, Sweden, Finland,
Eastern Europe)
Thank you!
© 2012 SAP AG. All rights reserved. 27
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