Mobile presentation for retail connections slideshare
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Supply Chain Insights
Retail MobilityConvergence is NOW! It is REAL!
Are you READY?
BRICKSMatterThe Role of Supply Chains in Building Market-Driven Differentiation
LORA M. CECERE CHARLES W. CHASE JR.
BookPublishes in August
2012
Supply Chain Insights LLC Copyright © 2012, p. 3
Agenda
Overview
Definitions
Mobile Survey
Implications
Wrap-up
Supply Chain Insights LLC Copyright © 2012, p. 4
Study Insights
Mobile Applications
A dedicated group to improving mobility
Struggle to get the right talent
Years working on a mobile strategy
Convergence is the central theme
1.6
35%
1.3
!
42%
Supply Chain Insights LLC Copyright © 2012, p. 5
2000-2004 2005-2009 2010-2012
eCommerce Retailer 15.7% 16.0% 26.6%
Drug Retailer 14.8% 19.7% 9.5%
Grocery Retailer 12.2% 21.5% 19.6%
Mass Merchant 30.6% 9.6% 9.1%
Specialty Retailer 14.7% 12.2% 3.0%
Struggle for Growth
Supply Chain Insights LLC Copyright © 2012, p. 6
1990-1994
1995-1999
2000-2004
2005 2006 2007 2008 2009 2010 2011 2012
eCommerce
NaN NaN 343.09821573893
2
455.82322184244
8
549.35711669921
7
758.40384928385
3
848.30227661132
6
1016.2521057128
9
998.48733520507
7
1073.2823486328
1
NaN
Grocery
197.66727663333
3
182.42270665714
3
424.51644165604
2
478.66342206434
8
475.07786840959
519.72557456152
9
612.0607266696
610.86592366145
2
572.42064453125
518.07959238688
3
503.89105224609
3
Mass
111.531258
6
143.587382
4
252.77049342572
2
348.13922174952
2
378.84717362577
3
616.60869811562
9
486.97209019814
8
474.46172598636
5
533.31497862844
8
463.61525573730
5
348.44249979655
Specialty
NaN NaN 295.67612169279
384.31348812580
2
413.83267235756
458.27304815738
8
478.62063006965
5
527.32440307617
3
534.01690254211
5
282.31685002644
9
312.05143394470
2
100
300
500
700
900
1100
Revenue per Employee
Re
ve
nu
e p
er E
mp
loye
e (
K$
)
Revenue Per Employee
Source: Supply Chain Index Analysis from Annual Reports 1990-2012Mean values utilized excluding outlier data
Supply Chain Insights LLC Copyright © 2012, p. 7
Bar codes were first used at Marsh Supermarket in 1968
Supply Chain Insights LLC Copyright © 2012, p. 8
For Suppliers
Weather Data
Retail Warehouse Withdrawal Data
Syndicated Data POS DataLoyalty Data
Coupon Redemption
Panel Data
Social Data Distributor DataEnrichment Data
Web Click-through Data
Contract Data
Orders Shipments
Market-survey Data
Returns
T-Log DataRatings and Reviews
Supply Chain Insights LLC Copyright © 2012, p. 9
Revenue Per Store/Grocery
Supply Chain Insights LLC Copyright © 2012, p. 10
Revenue per Store - Specialty
Source: Supply Chain Index Analysis from Annual Reports 2000-2010
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 20100
2
4
6
8
10
12
Footlocker1.4
Dick's Sporting Goods
9.2
TJX
Gap
Toys R Us
Limited
Ross
Talbots
Abercrombie & Fitch
Footlocker
Dick's Sporting Goods
Year
Rev
enu
e p
er S
tore
(m
illi
on
US
D)
Supply Chain Insights LLC Copyright © 2012, p. 11
Power shifting to the shopper.
Amazon seizing “center store”.
Omnichannel expectations growing.
Supply chains moving from near real-time to real-time data and from inside-out to outside-in processes.
More and more costs are being pushed backwards in the supply chain.
A time for disintermediation?
Shifts
Supply Chain Insights LLC Copyright © 2012, p. 12
Starbucks: Did it RIGHT
The mobile card program was tested in 2009, and found to be
the fastest way for customers to pay. It’s
available at 9000 stores. Customers purchase credit via
PayPal or credit card.
Supply Chain Insights LLC Copyright © 2012, p. 13
Lands End: Did it WRONG
Users must download all catalog content, a
situation exacerbated when relying on a carrier
network vs. wi-fi
Supply Chain Insights LLC Copyright © 2012, p. 14
Agenda
Overview
Definitions
Mobile Survey
Implications
Wrap-up
Supply Chain Insights LLC Copyright © 2012, p. 15
A look at transforming the four moments of truth to improve the shopping experience through mobility:
• At Home: The list
• In the Store: The decision to buy
• Check-out: The transaction
• Usage: Post purchase
Digital Path to Purchase (#DP2P)
Supply Chain Insights LLC Copyright © 2012, p. 16
Campaign Objectives:
Reduce Out of Stocks at targeted retailers by 5%
Increase Shopper satisfaction and brand
loyalty
“Where’s My Bud” Viral Campaign
Concept:Execute a viral campaign
focused on leveraging shoppers to identify out of
stocks and potentially pricing compliance issues
Leverage a combination of consumer, internet, and in-store technical capabilities
Validation:Identify a key leader or market that wants to pilot. 50/50 shared risk in effort and resources to pursue. Keep costs to a minimum for pilot, under $75K
Supply Chain Insights LLC Copyright © 2012, p. 17
Retailer Experience
New text message to 612-961-7802:
A customer at Denny and Doug’s Liquor Emporium has just snapped a tag. You’re out of stock on Bud Light.
Please contact your wholesaler.
Supply Chain Insights LLC Copyright © 2012, p. 18
Here are some locations near you where you can find Bud Light. Be sure to use this promotion code to get your discount:
ABBL12456
Supply Chain Insights LLC Copyright © 2012, p. 19
Social Commerce: The use of social technologies to improve the path to purchase.
Supply Chain Insights LLC Copyright © 2012, p. 20
Opportunity at the Intersection of the Social and Interest Graph(s)
Supply Chain Insights LLC Copyright © 2012, p. 21
• Extension of eCommerce
• When it is about YOU! Yelling and Controlling the Message.
• Does Not Improve the Brand Experience.
Losers in Social Commerce
Supply Chain Insights LLC Copyright © 2012, p. 22
Techniques Vary by Product
ApparelCosmeticsGrocery Electronics
Reviews: Building an Army of Advocates
Reviews: Experts
Open Sourcing
Gaming
Ask and Answer
Degree of Difficulty
Runway
Action Buttons
Virtual Currency
Storytelling
Supply Chain Insights LLC Copyright © 2012, p. 23
Hallmark Card Contests
Inside Copy:Time to give your thumbs a break
and go eat some cake!
Supply Chain Insights LLC Copyright © 2012, p. 24
Winners: Giantnerd.com
Supply Chain Insights LLC Copyright © 2012, p. 25
Winners: Giantnerd.com
You earn 10% back for every dollar you spend on regular priced items and 5% back for every dollar you spend on discounted items. Use your points for free gear and clothing at Giantnerd®.
How to become a Giant Nerd?
Reviewing products Uploading photos Using the ShareThis functionality
Asking and answering questions Joining groups Writing and/or editing a Wikinerdia post
Adding Topics Starting or Commenting on Discussions
Making Lists Sending Content to Friends and Family
Supply Chain Insights LLC Copyright © 2012, p. 26
Hallmark
Supply Chain Insights LLC Copyright © 2012, p. 27
• Newell Rubbermaid
Newell Rubbermaid
#Future15SB @bwdumars
Supply Chain Insights LLC Copyright © 2012, p. 28
#Future15SB @bwdumars
Newell Rubbermaid
Supply Chain Insights LLC Copyright © 2012, p. 29
Agenda
Overview
Definitions
Mobile Survey
Implications
Wrap-up
Supply Chain Insights LLC Copyright © 2012, p. 30
WHY WHAT• OBJECTIVE: To understand the current state
of mobile in the retail extended supply chain.
• HYPOTHESIS: The use of mobile in retail is just beginning.
• Survey topics included:• Mobile strategy – presence and elements of
strategy, barriers, use of IT systems
• Mobile influence – personal & corporate
• New technology trends – importance to company, current performance
• Company operations related to mobile & retail
WHEN & HOW WHO• Online interviews were conducted between
May 16 – June 18, 2012
• Conducted in partnership with Retail Connections
• 40 completed surveys
• Work in the Retail industry (Specialty, Grocery, Mass, Convenience, Other).
• Primary positions include CIO, IT, COO
Study Overview
Supply Chain Insights LLC Copyright © 2012, p. 31
Company Details
Supply Chain Insights LLC Copyright © 2012, p. 32
Respondent Experience
Supply Chain Insights LLC Copyright © 2012, p. 33
Technology Trend Importance: Today vs. One Year Ago
Supply Chain Insights LLC Copyright © 2012, p. 34
Technology Trends: Importance vs. Performance
Supply Chain Insights LLC Copyright © 2012, p. 35
IT Systems for Mobile Efforts: Importance vs. Performance
Supply Chain Insights LLC Copyright © 2012, p. 36
Mobile & Social Presence
Supply Chain Insights LLC Copyright © 2012, p. 37
Barriers to Implementing Mobile Strategy
Supply Chain Insights LLC Copyright © 2012, p. 38
Agenda
Overview
Definitions
Mobile Survey
Implications
Wrap-up
Supply Chain Insights LLC Copyright © 2012, p. 39
Big Data will be the NEW Foundation of the Future
Supply Chain
Supply Chain Insights LLC Copyright © 2012, p. 40
Big Data Plans & Expectations
Supply Chain Insights LLC Copyright © 2012, p. 41
Definition
Challenges:• Transactional• Time phased data
Structured Data
• Social• Channel• Customer Service• Warranty
• Temperature• RFID• QR codes• GPS
• Mapping and GPS• Video• Voice• Digital Images
Unstructured Data
SensorData
NewDataTypes
Volume
Velocity
Variability
Supply Chain Insights LLC Copyright © 2012, p. 42
Big Data: What is it all About?
Downstream DataCold Chain
GeolocationRFID
Social
Ratings & Reviews
T-Log Data Twitter
Call Center Logs
VideoPhotographs
Warranty Information
ReturnsWeblogs
eCommerce
EDI
Data Mining
Forecasting
Sentiment Analysis
What-if Models Hadoop
Rules-Based Ontology
Constraint-based Planning
Data VisualizationLearning Systems
R
Text Analytics
Scorecards
Sensors
Map Reduce
Digital Path To Purchase
Mobile Applications
Supply Chain Insights LLC Copyright © 2012, p. 43
Agenda
Overview
Definitions
Mobile Survey
Implications
Wrap-up
Supply Chain Insights LLC Copyright © 2012, p. 44
• Mobile is not mobile for the sake of mobile. It is about the delivery of an improved shopping experience.
• Convergence is the stated goal, but we are just at the starting line.
• Big data is needed to make convergence work.
Wrap-up
Supply Chain Insights LLC Copyright © 2012, p. 45
Bricks Matter
Supply Chain Insights LLC Copyright © 2012, p. 46
Who is Lora?
• Founder of Supply Chain Insights
• Partner at Altimeter Group (leader in open research)
• 7 years of Management Experience leading Analyst Teams at Gartner and AMR Research
• 8 years Experience in Marketing and Selling Supply Chain Software at Descartes Systems Group and Manugistics (now JDA)
• 15 Years Leading teams in Manufacturing and Distribution operations for Clorox, Kraft/General Foods, Nestle/Dreyers Grand Ice Cream and Procter & Gamble.
Supply Chain Insights LLC Copyright © 2012, p. 47
Where do you find Lora?
Contact Information: [email protected]
Blog: www.supplychainshaman.com (3500 pageviews/month)
Twitter: lcecere 3100 followers. Rated as the top rated supply chain social network user.
Linkedin: linkedin.com/pub/lora-cecere/0/196/573 (2300 in the network)