5 digital consumer relevancy scenarios. Powered by Oracle

AVOIDING THE ME-TOO CORNER
5 digital consumer relevancy scenarios. Powered by Oracle

San Francisco,

In the age of ‘Digital Transformation’ …

Avoiding the Me-Too Corner

Copyright © Capgemini 2012. All Rights Reserved 2

.. the Customer Experience changes the most …

Have you seen
I’ve read that our latest offer
on fresh lamb ?
pesticides were
found on some
organic veg !



… and avoiding a Me-Too position …



…in the midst of a quickly evolving customer base...

1. Techno-Shy Shoppers 2. Value Seekers 3. Occasional Online Shoppers

4. Rational Online Shoppers 5. Digital Shopaholics 6. Social Digital Shoppers

Source: Capgemini, Digital Shopper Relevancy, 2012



… and shifting demographics …



… requires understanding consumer relevancy ..

Ease of Access

Ease of Access Experience ?
Product
Experience ? ?
Product
?
?
Service Price
Service Price



… with digital channels adding crucial criteria …

Illustrative Access Experience Price Product Service

Easy to reach stores Friendly and clean Competitive pricing Wide and deep Customer Service
store assortment
Easy to navigate Compelling Complaints
No damaged Freshness/ Quality
Traditional stores
goods in store promotions handling /
Relevancy Maximum opening Availability return policy
Inspirational (no stock-outs)
Criteria for hours Atmosphere Loyalty program
Physical Channels

“Making it “All About “Lowering “Better “Whatever it
Easy for Your Your costs “ Stuff, Better takes for
You” Experience Life” You”
”

e-Commerce Inspirational Dynamic Pricing Wider and deeper Personalized offers
Additional (mobile, social, Content assortment
web) Location-based Technology-
Relevancy Community pricing Advanced /
enabled staff –
Criteria for visualized product
Flexible delivery- engagements Personalized support in-store
information and
Digital Channels options ( home, (share Pricing (usage) advice Interactive service
store-pick-up etc.) experiences)
Solution Pricing via social media
Mobile in-store Product
Social Shopping Price
Shopping support Comparison
Comparison



… articulating a balanced all-channel strategy …

Illustrative
Understand different shopper attributes Identify most relevant Understand your current position and
shopper segments digital performance
Distribution in country / market Digital Shopper Relevancy Your current positioning & objectives
Consumer Segments Consumer
Strategic objectives
relevancy attributes
1
Demographics • Move clients to the store.
Ease of Access
The Value-Seeker • Convey the proximity concept.

• Develop private label brand image.
Product
2 • Develop image of Fresh Products.
The Occasional
Online Shopper Price • Help clients to obtain savings.

Social
Consumer Relevancy Attributes 3 • Ease the buying process.
Media Service
The Rational Secondary • Enable new ways to redeem coupons.
Experience
Price
Service
Online Shopper segment
• Get closer to the to consumer habits.
Ease of Access Experience
• Develop global brand image.
Product 4
The Digital Key Your current digital performance
Customer Journey

Channel Behaviour & Preferences Shop-a-Holic segment Awareness Choose Transact Deliver After Sales
Enablers Level of Development
Global1 Global Global Global Global

Online Social Online R2C Next Day
Loyalty Card Returns
Networking Advice Delivery

5 Catalogue
Online C2C
Advice
Gift Card
Time Slot
Delivery
M–C Query/
Complaints

The Social Digital Key Direct
Promotion
Online Product
Visual
Social Network
Transact
Delivery
Location Flex

Shopper segment Online/ Mobile
Product Search
Online
Availability
Indicator
Contact Centre
Transact
Click n Collect
in store

Online
Mobile Delivery
comparison Kiosk Transact
Commerce Tracking
Management

Mobile Phone Service at

6
Contact Centre Mobile Transact
Marketing Delivery

In-store Digital In-store Device Above average / Best in class
Display Transact

The Techno-Shy Online Size
Guides
On average

Below average

Store Cross-
Selling Average = Best in class level
1) Global: Global standard level of development



… and then the mapping of digital capabilities …

Multi-channel Experience

Personalized Environment Social Media Integration

Security
Automated CRM – Insight &
eCommerce Marketing & Service
Decisioning Analytics

Integration and Orchestration
Oracle Common
ERP SCM ECM Finance
Retail BO Function



… on the right solution platform …

Multi-channel Experience

Personalized Environment
Social Media Integration

Security

Automated
eCommerce CRM – Marking & Service Insight & Analytics
Decisioning

Integration and Orchestration

Oracle Common
ERP SCM ECM Finance
Retail BO Function



… and creating the right roadmap …



… for accelerated implementation.

„No Requirements‟ App Rhythms Implementation Sprint



Find out more



About Capgemini
With around 120,000 people in 40 countries, Capgemini is one of
the world's foremost providers of consulting, technology and
outsourcing services. The Group reported 2011 global revenues
of EUR 9.7 billion.
Together with its clients, Capgemini creates and delivers
business and technology solutions that fit their needs and drive
the results they want. A deeply multicultural organization,
Capgemini has developed its own way of working, the
Collaborative Business Experience™, and draws on Rightshore®,
its worldwide delivery model.

www.capgemini.com

The information contained in this presentation is proprietary.
© 2012 Capgemini. All rights reserved.
Rightshore® is a trademark belonging to Capgemini.

5 digital consumer relevancy scenarios. Powered by Oracle

Recomendados

Recomendados

Mais conteúdo relacionado

Mais de Capgemini

Mais de Capgemini (20)

Último

Último (20)

5 digital consumer relevancy scenarios. Powered by Oracle