Madrid retail round table october 2013

Copyright © 2012, Oracle and/or its affiliates. All rights reserved.1

The Retail On-line ExperienceRoundtable session, Madrid

2 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

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Retail as the 3rd Space

is rapidly accelerating as e- and now m-commerce become habit for consumers. Digital commerce is forcing retailers to rethink the function of brick-and-mortar, which is increasingly focused around experiences, unique environments and customer service—giving shoppers new reasons to spend time in these spaces.

ING Direct, Toronto, CARetail Rebooted, August 2013


Predictive Personalization

points to retail’s shift to a data-centric, more measurable data than ever, retailers will increasingly be able to predict customer behavior, needs or wants. The race is now on to master the art of tailoring offers and communications very precisely.

Retail Rebooted, August 2013


Everything is Retail

Transactions are not simply moving beyond physical stores to the digital space—rather, brands are getting increasingly creative in where and how they sell their goods now that almost anything can be a retail channel, thanks largely to mobile technology. Shopping is becoming a value exchange that can play out in multiple new and novel ways.

Retail Rebooted, August 2013


RETAIL JOURNEYS

CLIENTELING

STORE OPERATIONS

CUSTOMER DATA

Key Elements for Retail Transformation

© 2012 Oracle Corporation – Proprietary and Confidential 7

www.oracle-downloads.com/infographicexperienceretail/


Expectations And Demands Are Rising

Increasing At Home, Where You Buy & Where You Work

More AccessMore Options More Influence


Creating Massive Disruptions

Making It Harder To Differentiate, Compete And Win

MediaExplosion

GreaterCommoditization

GlobalCompetition


Experiences Influence Attitudes

CONVERSION RATE

Turn Shoppers Into Buyers

LOYALTY

Turn Buyers Into Frequent Buyers

REFERRAL

Turn Frequent Buyers Into Recommenders

Confident in making the right decision

Belief that I continue to get unique value

Trust that it honors my reputation

Behaviors Deliver Results

Attitudes Influence Behaviors

Answers to my questions and concerns

Support that helps me get the value promised

Feedback that my friends are satisfied

ExperiencesInfluenceAttitudes


“The Value Add of shops”

“Back in 2011 we anticipated we should change our cross

channel-strategy, so web and physical shops would

cooperate, not compete. Customers can buy shoes online

from Scapino and collect these at the Manfield shops”Pat Hünen, Board of Directors, Macintosh


Two distinct groups arise

1. Defined by product, where our favourite global brands

dominate the marketplace and interact directly with

consumers through this global marketplace.

2. Specialists, bespoke and local retailers catering

specifically for the individual customer within their

specific community.


http://nl.burberry.com/store/experiences/regent-street/


RETAIL JOURNEYS

CLIENTELING

STORE OPERATIONS

CUSTOMER DATA

Key Elements for Retail Transformation


• Kiosk or tablet based browsing for customers

• Optimized experience for mobile tablets

• Product catalogue and targeted recommendations

• Simple Order capture and Self Service

• Ex. Sign up for VAS, Topup/Pay, Modify Profile etc.

• Assisted selling experience for customers

Retail Transformation: Key CapabilitiesClienteling | Mobility

Customer Led:


Retail Transformation: Key CapabilitiesClienteling | Mobility

• Rich interaction interface with complete customer view

• Recommendations driven based on customer behavior

• Support Simple and Complex ordering scenarios

• Ex. New Registration, Bundling, B2B orders etc.

• Support Browse – Lead – Quote – Order – Care

• Integrations with CRM, Charging/Billing and also with Social platforms

Retailer Led:


• Personalized journeys with in-store tablets/kiosks

• Targeted recommendations based on spend and existing services and assets

• Personalized messaging for customers on interaction devices

• Geo-fencing for prioritized interactions

• Leverage social media and behavioral preferences

Retail Transformation: Key CapabilitiesClienteling | Personalization


• Identify customers entering, exiting and in store behavior

• Foot fall analytics providing segment, days, dwell times and including roaming profiles

• Sources including CRM data, network probes, event capture systems and store details

• Provide product facing granularity driving in store experiences, item and product placements

Retail Transformation: Key CapabilitiesClienteling | GeoFencing


• View product information using the AR (Augmented Reality) tags.

• Support basic marketing information such as features and plans for mobile devices, availability etc.

• Recognition can be enhanced to view QR Codes, 2D and 3D image recognition with SDK.

• Store Managers view operational data and business intelligence in context within their store.

Retail Transformation: Key CapabilitiesClienteling | Augment Reality


• In store Self Service to drive traffic away from assisted transactions.

• Enable customers to also own and move to online channels as part of the in-store experience.

• Target simple transactions – Topup/bill pay, product browsing, upsell/cross sell.

• Escalate to assisted interaction off of the Self Service portal based on customer preference.

Retail Transformation: Key CapabilitiesClienteling | Self Service


But Where Do You Start?

1. Deliver a more personalized customer experience across various touch points

2. Enable a more engaging and interactive customer experience across web, mobile and social channels

3. Create a more connected and consistent customer experience across all channels

What are your key CX objectives?Integrating the Customer Experience is Complex

What are your key CX objectives?


“Top performers are five times more likely to adopt and integrate WCM solutions with the marketing management infrastructure to power CX”


The Online Channel Delivers on CXWeb Experience is an Ideal Starting Point to Your CX Journey

Integrate customer touchpoints

Drive engaging online experiences

Connect cross-channel customer data

• Unify the customer experience across websites (marketing, commerce & self-service) & campaigns

• Incorporate social media & mobile with your web presence• Leverage faceted search & navigation within sites• Deliver a highly targeted & personalized site experience

• Leverage segment data between WEM, BO & CRM systems


COMPANY OVERVIEW• N Brown Group, and its principal subsidiary, JD Williams is a leading

internet and catalogue home shopping company, with over 140 years of experience in the distance shopping market.

• 50% of a 272m euros turnover online

CHALLENGES/OPPORTUNITIES• No control by business, requires to be Dreamweaver experts. Web site

page based and no data model• Seasonal and incremental content publishing capability • Ability to provide cached fragment based information to a variety of

delivery sites, applications and systems

SOLUTION• Phase 1 to build a Content Management Product based system with

integration to Java Caps• Phase 2 introduce Delivery and Personalisation and DAM to the

business• Oracle SOA and WebCenter Sites

RESULTS

• Streamlined Content Supply Chain across 53 web sites

• Multi-Channel: web,call center, mail. mobile, POS (Stores) Affiliates

• Volumes of • 200,000 products • 1.7 million options• 12 million offers • 1 million images

J D Williams Larger than Life Retail Customer

© 2012 Oracle Corporation – Proprietary and Confidential 28 28

web & tabletah.nl/appie

iPhoneapp Android

app

.nl.nl

.nl

appieplatform

ah.nl

webwinkel.ah.nl

etos.nl

gall.nl

webwinkel.etos.nl

webwinkel.gall.nl

.beah.be

albert.nl

allerhande.nl

allerhandeiPad app

albert.cz

hypernova.sk

ahold.nl

bol.com


30


Customers can check store inventory from web or mobile. Capture and fulfill orders with supreme supplier collaboration.

Marketers spend less time, low-cost access to new markets, increased customer satisfaction and loyalty

Centrally manages branding, product and marketing content across 53 different retail sites

Deployed 50+ new websites for different market segments, integrated with Commerce

WebCenter based CX platform for anytime, anywhere engagement on any device

Rolled out “Buy On-Line, Pick-up in Store” to provide seamless shopping experience

Customer SuccessesOracle WebCenter for great Web Experience Management

http://www.kohler.com/corporate/index.html


The Experience RevolutionMonday, June 25, 2012

New York City Event Briefing

Reimagine The Experience…


Achieve Sustainable Growth & Profit

INCREASE BRAND EQUITY

INCREASEMARKET SHARE

INCREASE SHARE OF WALLET

DRIVE LOYALTY

DRIVE ADVOCACY

INCREASE ROIC / EVA

INCREASE PRODUCTIVITY

DECREASE COST OF OPERATIONS

RETENTION (MONETIZE RELATIONSHIPS)

ACQUISITION (INCREASE SALES)

EFFICIENCY (LEVERAGE INVESTMENTS)

GENERATE MOREOPPORTUNITIES


Achieve Sustainable Growth & Profit - Retail

INCREASE BRAND EQUITY

INCREASEMARKET SHARE

INCREASE SHARE OF WALLET

DRIVE LOYALTY

DRIVE ADVOCACY

INCREASE ROIC / EVA

INCREASE PRODUCTIVITY

DECREASE COST OF OPERATIONS

RETENTION (MONETIZE RELATIONSHIPS)

ACQUISITION (INCREASE SALES)

EFFICIENCY (LEVERAGE INVESTMENTS)

GENERATE MOREOPPORTUNITIES

Reduction of Inventory Positions

SG&A cost reduction

GM ROI improvement

Improved Customer conversion rates

Increase cross store sales

Improved Service Level

Improved customer satisfaction

Comparable Store Sales Increase

Ad(vertisement) Effectiveness

End of life sell through


An Integrated Approach is Required

DIRECT ON-SITE CALL CENTER WEB MOBILE SOCIAL

SIEBEL CRM

SIEBEL MARKETING

ORACLE RETAIL

WEBCENTER

RIGHTNOW

INQUIRAWEBCENTER

ATG

ENDECA

WEBCENTER

VITRUE

VITRUE

COLLECTIVE INTELLECT

INVOLVER

BUSINESS INTELLIGENCE REAL-TIME DECISIONS | ENDECA | OBIEE

CAMPAIGNS SIEBEL MARKETING

CUSTOMER DATA SIEBEL CRM

ENTERPRISE CONTENT MANAGEMENT WEBCENTER

36 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

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Technology Platform Requirements: Retail

Multi-channel Customer Experience for Retail

1. Engaging Interactive, website

Social Networks,

Collaboration, Web

2. Cross Channel Selling

Web, BPM

3. End-to-end Order orchestration &

fulfillment

SOA,BPM

4. Master customer, order, product , inventory data

Data Integration,

MDM

Industry Trend

Specific Business Problems / Requirements

Technology Components


KPN is a leading telecom service provider in The Netherlands

Sought to increase customer sat, reduce cost to serve, and develop a common online architecture

WebCenter based CX platform enables KPN to begin realizing their vision for a connected customer experience anytime, anywhere, on any device

EXTEND THE EXPERIENCE

Customer Success: KPN

Madrid retail round table october 2013

Technology

Transcript of Madrid retail round table october 2013