Amazon電商案例互動與體驗的新零售時代

1. 1© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | 1© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | An AWS Perspective Young Yang, AI/ML Specialist SA beyoung@amazon.com The Next Wave of Retailing

2. 2© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | What do you know about Amazon? Unprecedented SCALE Hyper S P E E D Relentless I N N O V A T I O N Customer O B S E S S I O N

8. 8© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | A B I L I T Y Experience Why things are happening The human factor: beliefs, culture, emotions, and sentiments. X-data helps to uncover what matters most to customers and employees. Operation What is happening Insights from your day to day operations, like sales, finance, win rates, time to close. O-data helps you run your business. R A C E C L A S S L A N G U A G E C U L T U R E E T H N I C I T Y G E N D E R A G E S E X U A L I T Y E D U C A T I O N E M O T I O N S

10. 10© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | Total Visits Login or anonymous Interest and research products Add to Shopping Cart Justify and Purchase 100% 43.8% 14.5% 3.3%

13. 13© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved |retail Born from Retail. Built for Retailers. Hyper-Connected Demand to Delivery Accelerating Choice Customer = Channel The Customer A new generation of customers see every channel connected, forecast made, recommendation shared, store transformed, shipping option offered, and call center contacted as a choice.

14. 14© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | Each Channel Experience is Earned 78% Forgot and reset the passwords in the last 90 days 40% of millennials will go public with their experience

22. 22© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | 63% of consumers expect personalization as standard. 40% Increase customer’s conversation when making a high quality recommendation

31. 31© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | NextGen Retail Store: Sensor Fusion Predictive traffic counter Video analytics Aware digital signage Just Walk Out No Back Office AI Merchandising Wise Concierge Beacons RFID Inventory Mgmt Smart Planogram Aware Instore Signage Intelligent Loss Prevention Aware Music Connected Store Controls Retail IOT Managed Service - Minimal installation - Automatic scaling - OTA updates - Pay as you go IoT Core Lambda function IoT sensor Green Grass IoT servo IoT hardware board

32. 32© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | Technical Debt Fragmented View Transformation Disconnect Technology Obstacles The Challenge Each great experience earns the right for another – Retailers are earning loyalty in real-time. Follow, or fall behind, and the opportunity could be lost. Technical Debt Investment to maintain legacy systems is limiting innovation and drastically impacting the ability to react, or move to proactive retail. 70% ITFunction’sAbility toInnovate 69% LessResponsive toChangesinMarket Fragmented View Retailers struggle to achieve a single view of the customer, let alone a complete view of their journey. How to leverage IoT is also a challenge. 16 AverageSystemswith CustomerData 51% Can’tShareDataBetween MultipleSystems Transformation Disconnect C-Level executives realize AI/ML transforms stores, forecasts, and recommendations, but need to know which scenarios to prioritize today. #1 AI CxO Ranking as Game-Changer #8 AI CxO Ranking by ITSpend

33. 33© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | Technology Obstacles Technical Debt Investment to maintain legacy systems is limiting innovation and drastically impacting the ability to react, or move to proactive retail. Fragmented View Retailers struggle to achieve a single view of the customer, let alone a complete view of their journey. How to leverage IoT is also a challenge. Transformation Disconnect C-Level executives realize AI/ML transforms stores, forecasts, and recommendations, but need to know which scenarios to prioritize today. 70% ITFunction’sAbility toInnovate 69% LessResponsive toChangesinMarket 16 AverageSystemswith CustomerData 51% Can’tShareDataBetween MultipleSystems #1 AI CxO Ranking as Game-Changer #8 AI CxO Ranking by ITSpend

35. 35© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | Gartner, Magic Quadrant for Cloud AI Developer Services, Van Baker, Bern Elliot, Svetlana Sicular, Anthony Mullen, Erick Brethenoux, February 2020. ID G00431332. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. The Gartner logo is a trademark and service mark of Gartner, Inc., and/or its affiliates, and is used herein with permission. All rights reserved. AWS Recognized as a Leader in Cloud AI Developer Services

36. 36© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | The AWS ML Stack Broadest and most complete set of Machine Learning capabilities VISION SPEECH TEXT SEARCH CHATBOTS PERSONALIZATION FORECASTING FRAUD DEVELOPMENT CONTACT CENTERS Ground Truth Augmented AI ML Marketplace Neo Built-in algorithms Notebooks Experiments Model training & tuning Debugger Autopilot Model hosting Model Monitor Deep Learning AMIs & Containers GPUs & CPUs Elastic Inference Inferentia (Inf1 instance) FPGA Amazon Rekognition Amazon Polly Amazon Transcribe +Medical Amazon Comprehend +Medical Amazon Translate Amazon Lex Amazon Personalize Amazon Forecast Amazon Fraud Detector Amazon CodeGuru AI SERVICES ML SERVICES ML FRAMEWORKS & INFRASTRUCTURE Amazon Textract Amazon Kendra Contact Lens For Amazon Connect SageMaker Studio IDE NEW NEW! NEW! NEW! NEW! NEW! NEW! NEW! NEW! NEW! NEW! Amazon SageMaker

37. 37© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | AWSMachineLearningEmbarkProgram ENGAGEMENT Get hands-on with DeepRacer TRAINING In-person training DISCOVERY Cross-functional workshops DEVELOPMENT ML Solutions Lab

40. 40© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | Customer Value Customer Experience Adoption Feedback Experiments Lower Cost & Reduce Time to Value Hyper- Connected 64% Are willing to come again 40% of millennials public experiences 63% Expected personalization 150 Million Prime Members

41. 41© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | We don’t make money when we sell things. We make money when we help customers make purchase decisions. Jeff Bezos Founder and CEO, Amazon.com

44. 44© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | The Customer Journey Engage & Evaluate Interest & Research Anticipate & Track Loyalty & Advocacy Inquire & Return Justify & Purchase 78% willing to leave if fast/free shipping aren’t offered at checkout 63% expect personalization as standard - 74% frustrated when not offered 60% of consumers unhappy with returns or not even willing to try Tracking detail checked 8x expecting new info

45. 45© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | True Customer Obsession | Crystalize Our Values to Customers Supplier Customer Amazon adds value Strategic focus: Get closer to the ends of the value chain Fulfillment Network Website Publishing Studios Marketplace Fresh Kindle Go Music Echo Fire TV Vidoe

46. 46© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | 010010010 01010001 100010100 Data 1 Break free from legacy databases Move to managed2  Save time and cost  Remove undifferentiated heavy lifting Turn data to insights5  Better experiences  Deeper engagement  Efficient processes Build data-driven apps 4 Modernize your data warehouse 3  Agility  Global distribution  Performance at scale  Increase scale  Improve performance  Lower cost  Better and faster insights  Broader access to analytics How do you build momentum?

47. 47© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | 010010010 01010001 100010100 1 Break free from legacy databases Move to managed2 Turn data to insights5 Build data-driven apps 4 Modernize your data warehouse 3 The Data Flywheel Data

48. 48© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | 010010010 01010001 100010100 Data 1 Break free from legacy databases Move to managed2 Turn data to insights5 Build data-driven apps 4 Modernize your data warehouse 3 The Data Flywheel Modernize your data infrastructure Get the most value from your data

50. 50© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | 1994 m Founded 1995 m Amazon.com 1998 m Added CDs & DVDs 2006 m Amazon Web Services 2007 m Kindle/Prime 2011 m Video 2012 m Groceries 2014 m Alexa/Echo 2015 m Bookstores 2017 m Amazon Go 2019 m Prime Air – Drone Delivery http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-corporatetimeline

53. 53© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | Customer Value Customer Experience Adoption Feedback Experiments Lower Cost & Reduce Time to Value Service Decouple Empower

54. 54© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | The human factor: beliefs, culture, emotions, and sentiments. X-data helps to uncover what matters most to customers and employees. Insights from your day to day operations, like sales, finance, win rates, time to close. O-data helps you run your business. Experience Why things are happening Operation What is happening

59. 59© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved | Smart Application delivers personalization and connected experiences Voice Smart Application Engagement Platform User context User behavior Targeting Content Interaction Transaction Personalize Sensor Data Web StoresMessagingMobile

Amazon電商案例互動與體驗的新零售時代

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