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El valor de la omnicanalidad para la industria del consumo
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El valor de la omnicanalidad para la industria del consumo
1.
El Valor del
Comercio Omni-Canal para la Industria del Consumo Yeiko Plaza / Solution Specialist Customer Engagement & Commerce @YeikoPlaza
2.
© 2014 SAP
AG. All rights reserved. 2 Industria del Consumo en México • Manufacturan y distribuyen más de 45 mil productos en 700 marcas líderes. • Cuentan con 800 plantas de producción y oficinas en todo el país y aproximadamente 1,500 centros de distribución. • Generan 400 mil empleos directos y un millón seiscientos mil indirectos. • Sus ventas equivalen al 5% del PIB. • 60% de los insumos de producción son nacionales. • Cuentan con la fuerza de ventas de mayor despliegue en el país, con una flota de 100 mil vehículos de carga. • Representan alrededor del 50% de la inversión publicitaria de país. • Son los principales proveedores de autoservicios y misceláneas, haciendo llegar sus productos a todos los rincones del país.
3.
© 2014 SAP
AG. All rights reserved. 3 La transformación de la Industria del Consumo Es de vital importancia servir a los consumidores en todo momento y en cualquier lugar El nuevo consumidor “Siempre en Línea”. • Adopción rápida del internet y uso de “Smartphones”. • Las redes sociales permiten nuevos canales de interacción. • La retroalimentación del consumidor le da un nivel de sentimiento a la marca fácil de permear. Los consumidores esperan una experiencia de marca consistente y sin defectos en todos los canales Caminos Dinámicos hacia la compra de productos • Combinación de canales físicos y virtuales para la búsqueda, investigación y compra de productos. • Los consumidores esperan una experiencia consistente y convincente en cada etapa. • Los fabricantes tienen la posibilidad de influenciar, educar y ofrecer sus productos a través de canales propios y de terceros. • Comodidad, mejores precios y valor de marca. • Acceso inmediato, en cualquier momento y en cualquier lugar, de cualquier persona, con ofertas específicas y entrega inmediata. • Los consumidores hoy consideran que los servicios “en línea” o “móviles” deben ser incluidos en el servicio. Incrementar las expectativas de los clientes • Los retailers esperan el soporte del fabricante en ambos canales (físico y virtual). • Las experiencias de marca deben ser consistente a través de canales directos al consumidor. • Capacidad de adaptar y pronosticar la demanda del consumidor en todos los canales. Evolución de la mentalidad de compra
4.
© 2014 SAP
AG. All rights reserved. 4 Information is exploding driven by “Big Data” Consumer Products companies need new scalable, agile and personalized ways to connect with consumers 31% YoY growth for smartphones 7.3B Population by 2013 900M+ New internet users worldwide since 2008 1.1B Active Facebook users; Each average 200+ connections 400% Increase in online behavioral tracking since 2010 What will be next ? Global smartphone ownership now exceeds 20% (from 0% in 2007) and is still rapidly growing
5.
© 2014 SAP
AG. All rights reserved. 5 El primer contacto con la marca hoy en día, inicia “en línea”… 1Source: Google - http://googleretail.blogspot.co.uk/2013/04/reaching-mobile-phone-shopper.html 33% De los consumidores usan un “smartphone” para hacer investigación dentro de las tiendas 80% Los nuevos consumos inician en linea1 20% Ven un video sobre el producto antes de tomar una decision1 5X Incremento de ventas “en línea” vs POS El fabricante necesita una sola vista de los consumidores, pero aún más importante, los consumidores necesitan una vista única de las de marcas y productos disponibles en el mercado.
6.
© 2014 SAP
AG. All rights reserved. 6 Store CustomerWarehouse Product information Product web Customer Warehouse En un inicio Entregar una buena experiencia al cliente era “sencillo”
7.
© 2014 SAP
AG. All rights reserved. 7 Warehouse or content delivery Store /POS Customer Product information Product Order etc. Customer data Pero hoy Los procesos operativos son “increíblemente complejos”
8.
© 2014 SAP
AG. All rights reserved. 8 Hoy: Canal Especifico, Soluciones en Silos Sin visibilidad Omni-canal; sin integración directa con los sistemas del negocio Enterprise Applications Cloud Online Purchase Data Retail Point of Sale Data Consumer & Customer Service Data Warehouse CRM Non-SAPERP No hay vista unificada del consumidor, es difícil identificar los cambios en la demanda y aumentar las ventas a traves de los canales (cross selling) Consumer Interaction Data
9.
© 2014 SAP
AG. All rights reserved. 9 La Solución Completa para CPG Obtén una visibilidad completa a través de todos los canales de consumo SAP Customer Activity Repository on SAP HANA as Big Data foundation CRM • Product Catalog • Sales Order Capture • Price and Product Data • Financial Customer Care • Marketing • Service Account & Trade Promotion • Promotion pricing • Consumer offers • Funds management • Promotion vehicles • Settlements & Claims Billing for Consumer Products • Billing and Invoicing • Invoice Presentment • Payment Handling • Accounts Receivable and Aging TV Console Web POS Mobile Call Center Social Print Customer and Consumer Interaction Product Content / Master Data Platform Omni-Channel Logic Order Management Omni-Channel Touch Points Unlock the full potential of your go-to-market investments
10.
© 2014 SAP
AG. All rights reserved. 10 Enterprise Applications hybris ofrece un nuevo acercamiento al cliente Una plataforma Omni-canal simple para una experiencia unificada y consistente Product Content / Master Data Platform Omni-Channel Logic Order Management Omni-Channel Touch Points TV Console Online POS Mobile Call Center Social Print Soportar un amplio rango de relaciones con clientes y consumidores Plataforma B2B y B2C que provee la flexibilidad para incrementar los ingresos implementando nuevos modelos de negocio. Manejar requerimientos complejos de precios, promociones y comercialización. Plataforma ágil para el manejo de precios, ofertas, promociones y productos. Alcanzar, involucrar y servir a los clientes y consumidores en cualquier momento y en cualquier lugar De forma personalizada, a tiempo, con comunicación bi-direccional incrementando la lealtad y experiencia de los consumidores. hybris habilita a las compañías de consumo para: Retail and Other Commerce Channels (Channel Optimized Consumer Experience) Commerce Logic and Processes (Merchandising, Pricing, Order Management,…) Content (Products, Product Information, Offers, Web Content)
11.
© 2014 SAP
AG. All rights reserved. 11 Improve Consumer Sentiment Grow Consumer Mindshare Drive Brand Equity and Loyalty Increase Customer and Consumer Satisfaction Increase Omni-Channel Opportunities Reduce Customer and Consumer Cost to Serve Consumer perception of brands and products Consumer awareness and propensity versus competition Increase likelihood of repeat purchase Ensure consistent brand experience across interaction channels Increase revenue, volume and profit in physical and virtual channels Omni-channel platform with online self service and native call center integration Lo que hybris significa para la industria de consumo
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© 2014 SAP
AG. All rights reserved. 12 INCREMENTAR LAS VENTAS DIFERENCIACION COMPETITIVA EXPERIENCIA DE CLIENTES O CONSUMIDORES MAS COMPLETA MEJORAR LA LEALTAD A LA MARCA INCREMENTAR LOS CONVERSION RATES EXPERIENCIA CONSISTENTE A TRAVES DE TODOS LOS CANALES Algunos casos de uso Hybris
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© 2014 SAP
AG. All rights reserved. 13 Powering business results BEST IN CLASS PERFORMANCE1 20% Increased conversion rate Increase in online sales total 40% 21% Average increased cart size *Source: 2012 hybris Customer Survey Reduction in average cost of customer service call 50%
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© 2014 SAP
AG. All rights reserved. 14 hybris Consumer Products customers Best run companies differentiating with hybris Customer Overview: Providing customers with new value that exceeds their expectations Customer Overview: World’s largest seller of jeans and pants, 470 company-owned stores Customer Overview: World’s leading consumer electronics device manufacturer Key Value Drivers Visits Average Cart Size Customer Satisfaction Call Center Costs Online Sales Conversion Rate
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© 2014 SAP
AG. All rights reserved. 15 Start delivering a world-class omni-channel experience today Grow omni-channel revenue, volume and profitability Leading commerce platform ranked by Gartner & Forrester, purpose-built for the consumer products industry Reduce sales & service costs Optimize channels and rely on self-service to reduce call center volume Fully leverage B2B and B2C opportunities Agile, scalable, extensible: Fast time to value and low TCO Complete customer and consumer experience platform Integration with existing systems to enable a seamless customer and consumer journey across all touch-points
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© 2014 SAP
AG. All rights reserved. 16 +500 Clientes a través de Múltiples Segmentos e Industrias. Digital Industry Retail Wholesale Telco Empresas GlobaisSME
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© 2014 SAP
AG. All rights reserved. 17 3B USD online revenue 28 countries B2C and B2B 16,000,000 SKUs managed in hybris marketplace with 2,000,000 SKUs 1200 of merchants 200,000 orders/day 8M registered users 20 languages Roll-out to 42 countries within 4 months proven linear scalability 6000 PI/sec global multi-channel PCM- B2C-print-call center- mobile-B2B 5 languages 4 currencies 30M price rows IBM 2 years 5 months on hybris from 0 to 150 Mio USD revenue in 2 years global multi-brand B2B In 20 countries in 4 months 2,500 dealer websites 1 hybris instance Scalability and Success Stories – live projects
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© 2014 SAP
AG. All rights reserved. 18 Some Hybris Customers in México
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© 2014 SAP
AG. All rights reserved. 19 www.grainger.com GRAINGER Make international B2B distribution easier Goals and Challenges Replace an outdated Broadvision implementation for scalability, functionality & usability reasons Solution Uses hybris PCM for data consolidation B2B Commerce and hybris order management module ensure a high-value customer communication Benefits First 7 months of 2012 on hybris, compared to the same period last year Sales up 21% Orders up 17% Average Order Value up 3% Unique Visitors up 47% New Visitors up 58% Repeat Buyers up 14% Average Session length down 14% Load times for homepage improved 54% Load times for category page improved 26% Load times for keyword improved 36% 2 million products 3,000 suppliers 2 million customers 500,000 orders / day
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© 2014 SAP
AG. All rights reserved. 20 Run hybris Commerce platform in 41 countries $2.8 Billion annual Revenue 20 languages 200 boutiques 100,000 orders per day More than 8 million Customers and Club Members ... KEY FACTSPioneer in high-quality portioned coffee with CHF 2.77 billion in worldwide sales: nespresso.com, nesclub.nespresso.com, nespressopro.com
21.
Thank You! Yeiko Plaza Solution
Specialist e-Commerce & Marketing Office: (+52) 55 3618 73 94 | Mobile: (+52) 1 55 2299 83 33 Email: yeiko.plaza@sap.com
22.
© 2014 SAP
AG. All rights reserved. 22 No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG. The information contained herein may be changed without prior notice. Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors. Microsoft, Windows, Excel, Outlook, and PowerPoint are registered trademarks of Microsoft Corporation. IBM, DB2, DB2 Universal Database, System i, System i5, System p, System p5, System x, System z, System z10, System z9, z10, z9, iSeries, pSeries, xSeries, zSeries, eServer, z/VM, z/OS, i5/OS, S/390, OS/390, OS/400, AS/400, S/390 Parallel Enterprise Server, PowerVM, Power Architecture, POWER6+, POWER6, POWER5+, POWER5, POWER, OpenPower, PowerPC, BatchPipes, BladeCenter, System Storage, GPFS, HACMP, RETAIN, DB2 Connect, RACF, Redbooks, OS/2, Parallel Sysplex, MVS/ESA, AIX, Intelligent Miner, WebSphere, Netfinity, Tivoli and Informix are trademarks or registered trademarks of IBM Corporation. Linux is the registered trademark of Linus Torvalds in the U.S. and other countries. Adobe, the Adobe logo, Acrobat, PostScript, and Reader are either trademarks or registered trademarks of Adobe Systems Incorporated in the United States and/or other countries. Oracle and Java are registered trademarks of Oracle and/or its affiliates. UNIX, X/Open, OSF/1, and Motif are registered trademarks of the Open Group. Citrix, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame, and MultiWin are trademarks or registered trademarks of Citrix Systems, Inc. © 2014 SAP AG. All rights reserved. HTML, XML, XHTML and W3C are trademarks or registered trademarks of W3C ® , World Wide Web Consortium, Massachusetts Institute of Technology. SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjects Explorer, StreamWork, and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries. Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystal Decisions, Web Intelligence, Xcelsius, and other Business Objects products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Business Objects Software Ltd. Business Objects is an SAP company. Sybase and Adaptive Server, iAnywhere, Sybase 365, SQL Anywhere, and other Sybase products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Sybase, Inc. Sybase is an SAP company. All other product and service names mentioned are the trademarks of their respective companies. Data contained in this document serves informational purposes only. National product specifications may vary. The information in this document is proprietary to SAP. No part of this document may be reproduced, copied, or transmitted in any form or for any purpose without the express prior written permission of SAP AG.
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