Increase Sales Productivity with a Retail Execution Mobile App

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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

description

Hear how Ferrero and SAP tailored the SAP Retail Execution mobile app to boost productivity of sales reps during store visits. The reps gain critical insights and maximize value from their SAP Customer Relationship Management application. The SAP Mobility Design Center team enhanced the app to ensure a fit to Ferrero’s unique business processes. Watch the replay here: www.sapvirtualevents.com/sapphirenow/sessiondetails.aspx?sid=3803&source=SAPMobileSocialMedia

Transcript of Increase Sales Productivity with a Retail Execution Mobile App

Page 1: 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

Page 2: Increase Sales Productivity with a Retail Execution Mobile App

© 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

Page 3: Increase Sales Productivity with a Retail Execution Mobile App

© 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

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© 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

Page 5: Increase Sales Productivity with a Retail Execution Mobile App

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

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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

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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!”

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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

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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

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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

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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

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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.)

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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

Page 14: Increase Sales Productivity with a Retail Execution Mobile App

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

Page 15: Increase Sales Productivity with a Retail Execution Mobile App

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

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Ferrero – ReX application

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Ferrero – ReX application

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Ferrero – ReX application

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Ferrero – ReX application

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Ferrero – ReX application

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Ferrero – ReX application

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Ferrero – ReX application

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Ferrero – ReX application

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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!

Page 25: Increase Sales Productivity with a Retail Execution Mobile App

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)

Page 26: Increase Sales Productivity with a Retail Execution Mobile App

Thank you!

Page 27: Increase Sales Productivity with a Retail Execution Mobile App

© 2012 SAP AG. All rights reserved. 27

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