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Madrid retail round table october 2013

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  • And peoples expectations of their experience have changed with it(eg: 7yr old kid walks up to TV expecting it to be a touch screen)Fast changing standards are creating higher expectations of your brand to meetNot only at home and where they shopBut also carrying into where they work(consumerization of the enterprise)(why don’t you have wifi?,why cant I do it that way? I can on my ipad!)(your competitor lets me bank my check just using my phone)70% US Executives say the need to focus on Customer Experience is due to rising customer expectations(2012 Global Customer Experience Disruptive Study: Okeeffe & Company)
  • These expectations, innovations and adoptions have spawnedGreater commodization of products and experiences from copy cat rapid developmentMedia saturation on newer channels and everyone fighting for attention in more places New markets opening up global competition (cheaper shipping, larger distribution channels, low cost manufacturing…)Making it harder to differentiate, compete and win at a profit
  • This is about aligning your Approaches and new Experiences to driving the types of Attitudinal changes you want.(Read Slide) If you want a change in……….
  • Main Point:Integrating the Customer Experience is Complex, So Where Should You StartScript:However, integrating all of these touch points and all of these technologies is not an uncomplicated endeavor. But you can start somewhere. And a good place to start is by integrating the online customer experience across web, mobile and social channels. So, where does one start? First and foremost, you need to identify what are the key CX objectives your trying to accomplish. What are some of the highest priority things your trying to achieve in the area of customer experience?Are you looking to improve the performance of your customer experience initiatives by making it more personalized and targeted to your customers’ interests and behavior?Are you interested in creating a more engaging interactive customers experience across web mobile and social channels?Are you trying to create a customer experience that is more connected and consistent across various channelsIf so, than the online channel may be a great place to start.
  • Main Point:The Online Channel Can Be an Ideal Starting Point for Your Customer Experience InitiativesScript:The online channel can be an ideal starting point for your customer experience initiatives as it impacts many areas and delivers on multiple key objectivesAnd a web experience management solution can really help you get moving in the right direction toward achieving these goalsNot only can web experience management provide many of the key requirements for driving dynamic online experiences, such as better personalization via targeting, multi-channel delivery and driving engagement with social and interactive capabilities, but it also provides a centralized point to start connecting the experience across touchpoints, including e-commerce, self-service sites and marketing campaigns, while also enabling the sharing of customer segment data across systems such as CRM for a more holistic view of the customer.
  • Multi-Channel Web Experience Management drives new efficiencies for JD Williams
  • Main Point:Companies that Use WebCenter Sites have empowered themselves to more effectively and efficiently deliver engaging online customer experiences that drive sales and loyalty.Walmart-ASDAKohlerVictoria SecretSystem U - Low-cost access to new markets, Increased customer satisfaction and loyaltyJLP - AIA Foundation pack to bridge data between the EBS finance and HR modules to ensure that future integration to CRM and other business applications is simplified
  • You do this by first Acquiring new customers through generation of more opportunities to interact with customers, having a brand that exudes value and therefore drives conversion and premium pricing and ultimately owning substantial market share.You next want to retain the profitable relationships and to continue to monetize those relationships by ever increasing your share of wallet in your designated industry leading to a perpetual and sustainable stream of revenue. The ultimate symbol of this relationship is when your customers become your advocates and your best form of advertising.All of this while leveraging your investments in capital, resources and time.This formula for success is driven by your ability to deliver on your Brand Promise and that Brand Promise is delivered by ensuring that your customers have the Brand Experience they expect.Customer Experience equals Acquisition, Retention and Efficiency
  • You do this by first Acquiring new customers through generation of more opportunities to interact with customers, having a brand that exudes value and therefore drives conversion and premium pricing and ultimately owning substantial market share.You next want to retain the profitable relationships and to continue to monetize those relationships by ever increasing your share of wallet in your designated industry leading to a perpetual and sustainable stream of revenue. The ultimate symbol of this relationship is when your customers become your advocates and your best form of advertising.All of this while leveraging your investments in capital, resources and time.This formula for success is driven by your ability to deliver on your Brand Promise and that Brand Promise is delivered by ensuring that your customers have the Brand Experience they expect.Customer Experience equals Acquisition, Retention and EfficiencySG&A = sales, general & admin GM = Gross Margin
  • Main Point:Only Oracle Can Provide a Comprehensive Set of Solutions that Can Break Down Silos and Connect the Customer ExperienceScript:From a technology perspective, this means breaking down the silos between channels by integrating the systems that support customer experience – and you can do this by sharing customer data, by unifying the experience across online touchpoints, and by ensuring that the technology you deploy supports interactions with your company that are engaging, personalized and responsive, regardless of the access point or channel.And what’s really exciting about working with Oracle to create a consistent and connected customer experience is that we can actually provide the comprehensive set of solutions necessary to deliver a great customer experience across every touch-point including direct, on-site or call center, web, mobile and social as well as some of the underlying technology for business intelligence, managing campaigns and customer data and enterprise content. So as your business goes about creating a strategy for great customer experience, Oracle can provide you with the technology that enables it.
  • Let’s look at the product requirements to see how we might break this problem down into its component parts. But again this is just for Retail. What if we were in a different industry?
  • OVERVIEWBefore we wrap things up I want to share a quick customer success story with you.This is a company, KPN, has a very strong vision for the customer experience and is using a number of Oracle technologies to help them deliver on that vision.KPN is a telecommunications and IT service provider based in the Netherlands that services both consumer and B2B markets.They offer consumers internet, phone, and cable TV services well as telecom and IT services for businesses.They have a strong presence throughout Benelux and Germany and offer their services under multiple brands.KPN’s customer experience solution incorporates a number of different Oracle technologies that were chosen for their standards-based support, upgradability, extensability and ease of integration.Weblogic portal, WebCenter and identity management work together to provide a common architecture for delivering the online experience.Siebel CRM is used to manage their manage their customer and product information.Oracle’s knowledge management solution RightNow is used to maintain FAQs.And E-Business Suite is used to manage bill presentment.Having WebCenter at the heart of their customer experience platform will enable them to centrally manage the customer experience across channels and help the company achieve their goal of having an engaging and consistent customer experience anytime, anyplace, anywhere on any device.Last year, the company began rolling out MyKPN, an online self-service environment that integrates Weblogic Portal/WebCenter Sites/Siebel/Webcenter Content(ECM) and Rightnow CX.In 2009, chose Weblogic Portal + WebCenter Content + WebCenter Sites to modernize online architecture (greenfield):WebLogic Portal = End-user presentation, content delivery, search; integration with Identity Management, SSO, WebCenter Sites and SiebelWebCenter Sites = Manage content across all sites/multichannelsWebCenter Content = Centralize documents; integration with e-Business SuiteRightNow CX = Knowledge Management cross channel (FAQ)Siebel CRM = customerplans to invest in ExalogicWHY ORACLEOpen Standards: Chose Oracle stack for standards-based support, integrated e-Commerce and Web Content Management platform (Chose WebCenter Sites before FatWire was acquired by Oracle)Integrations: Siebel for master data of customers/products/assets. Interface from WebLogic Portal to Siebel for self-service. Paperless billing solution with WebCenter Content and e-Business Suite for improved bill presentment process and analyse billing records.Upgradability: Refresh architecture every 12-18 months. Planning upgrade to WebCenter Sites/Portal 11gExtensibility: Built a native iPhone/iPad app for myKPN self-service access for mobile customers multibrand.ENABLED ONLINE SELF-SERVICEImplemented Webcenter Sites/Portal in for their self-service portal, MyKPN, in Oct 2011Their consumer fiber customers now have access to a MyKPN closed environment that integrates Weblogic Portal/WebCenter Sites/Siebel/Webcenter Content(ECM) and Rightnow CX based on secure SSO/IAMNext steps – 2013:Multibranding/multisite of the Portal for our other brand, Telfort Residential FiberConsumer mobile brands Telfort and Hi and KPN business market fixed/mobile will use the selfcare foundation based on their self-service KPN strategy and customer experiencemultichannel STRATEGY: Customer experience anytime, anyplace, anywhere on any deviceKPN will connect there main channels (shops, personal sales) by using one CX platform based their online channel architecture which is based on Oracle WebCenterThen KPN will be able to manage the customer interactions across channels by have one single version of the truth.For 2013 the challenge is to connect Social CRM and make the customer journeys ready for MobileAlso making next steps for cross-channel integration shops/retail/online/apps with our new media agents.
  • Transcript

    • 1. The Retail On-line Experience Roundtable session, Madrid 1 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 2. 2 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
    • 3. 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-andmortar, which is increasingly focused around experiences, unique environments and customer service—giving shoppers new reasons to spend time in these spaces. Retail Rebooted, August 2013 ING Direct, Toronto, CA 3 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 4. 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 4 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 5. 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 5 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 6. Key Elements for Retail Transformation  RETAIL JOURNEYS  CLIENTELING  STORE OPERATIONS  CUSTOMER DATA 6 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 7. www.oracle-downloads.com/infographicexperienceretail/ © 2012 Oracle Corporation – Proprietary and Confidential 7
    • 8. Expectations And Demands Are Rising More Options More Access More Influence Increasing At Home, Where You Buy & Where You Work 8 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 9. Creating Massive Disruptions Greater Commoditization Media Explosion Global Competition Making It Harder To Differentiate, Compete And Win 9 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 10. Experiences Influence Attitudes CONVERSION RATE Behaviors Deliver Results Attitudes Influence Behaviors Experiences Influence Attitudes 10 LOYALTY REFERRAL Turn Buyers Into Frequent Buyers 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 Answers to my questions and concerns Support that helps me get the value promised Feedback that my friends are satisfied Turn Shoppers Into Buyers Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 11. “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 11 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 12. 12 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 13. 13 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 14. 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. 14 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 15. 15 15 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 16. Key Elements for Retail Transformation  RETAIL JOURNEYS  CLIENTELING  STORE OPERATIONS  CUSTOMER DATA 16 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 17. Retail Transformation: Key Capabilities Clienteling | Mobility Customer Led: • • Product catalogue and targeted recommendations • Simple Order capture and Self Service • Ex. Sign up for VAS, Topup/Pay, Modify Profile etc. • Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Optimized experience for mobile tablets • 17 Kiosk or tablet based browsing for customers Assisted selling experience for customers
    • 18. Retail Transformation: Key Capabilities Clienteling | Mobility Retailer Led: • • Support Simple and Complex ordering scenarios • Ex. New Registration, Bundling, B2B orders etc. • Support Browse – Lead – Quote – Order – Care • Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Recommendations driven based on customer behavior • 18 Rich interaction interface with complete customer view Integrations with CRM, Charging/Billing and also with Social platforms
    • 19. Retail Transformation: Key Capabilities Clienteling | Personalization • • Personalized messaging for customers on interaction devices • Geo-fencing for prioritized interactions • Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Targeted recommendations based on spend and existing services and assets • 19 Personalized journeys with in-store tablets/kiosks Leverage social media and behavioral preferences
    • 20. Retail Transformation: Key Capabilities Clienteling | GeoFencing • • Sources including CRM data, network probes, event capture systems and store details • Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Foot fall analytics providing segment, days, dwell times and including roaming profiles • 20 Identify customers entering, exiting and in store behavior Provide product facing granularity driving in store experiences, item and product placements
    • 21. Retail Transformation: Key Capabilities Clienteling | Augment Reality • • Recognition can be enhanced to view QR Codes, 2D and 3D image recognition with SDK. • Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Support basic marketing information such as features and plans for mobile devices, availability etc. • 21 View product information using the AR (Augmented Reality) tags. Store Managers view operational data and business intelligence in context within their store.
    • 22. Retail Transformation: Key Capabilities Clienteling | Self Service • • Target simple transactions – Topup/bill pay, product browsing, upsell/cross sell. • Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Enable customers to also own and move to online channels as part of the in-store experience. • 22 In store Self Service to drive traffic away from assisted transactions. Escalate to assisted interaction off of the Self Service portal based on customer preference.
    • 23. But Where Do You Start? Integrating the Customer objectives?is Complex What are your key CX Experience What are your key CX objectives? 1. 2. 3. 23 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Deliver a more personalized customer experience across various touch points Enable a more engaging and interactive customer experience across web, mobile and social channels Create a more connected and consistent customer experience across all channels
    • 24. “Top performers are five times more likely to adopt and integrate WCM solutions with the marketing management infrastructure to power CX” © 2012 Oracle Corporation – Proprietary and Confidential 24
    • 25. © 2012 Oracle Corporation – Proprietary and Confidential 25
    • 26. The Online Channel Delivers on CX Web Experience is an Ideal Starting Point to Your CX Journey Integrate customer touchpoints • Unify the customer experience across websites (marketing, commerce & self-service) & campaigns Drive engaging online experiences • Incorporate social media & mobile with your web presence • Leverage faceted search & navigation within sites • Deliver a highly targeted & personalized site experience Connect cross-channel customer data • Leverage segment data between WEM, BO & CRM systems 26 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 27. J D Williams Larger than Life Retail Customer 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 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 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 © 2012 Oracle Corporation – Proprietary and Confidential 27
    • 28. .be ahold.nl .nl ah.be .nl etos.nl .nl ah.nl web & tablet ah.nl/appie gall.nl iPhone app Android appie platform app webwinkel.ah.nl allerhande.nl webwinkel.etos.nl allerhande iPad app albert.nl webwinkel.gall.nl bol.com albert.cz hypernova.sk © 2012 Oracle Corporation – Proprietary and Confidential 28 28
    • 29. © 2012 Oracle Corporation – Proprietary and Confidential 29 29
    • 30. 30 © 2012 Oracle Corporation – Proprietary and Confidential 30
    • 31. Customer Successes Oracle WebCenter for great Web Experience Management Customers can check store inventory from web or mobile. Capture and fulfill orders with supreme supplier collaboration. 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 31 Marketers spend less time, low-cost access to new markets, increased customer satisfaction and loyalty Rolled out “Buy On-Line, Pick-up in Store” to provide seamless shopping experience Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 32. Reimagine The Experience… The Experience Revolution Monday, June 25, 2012 New York City Event Briefing 32 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 33. Achieve Sustainable Growth & Profit ACQUISITION EFFICIENCY (INCREASE SALES) (MONETIZE RELATIONSHIPS) (LEVERAGE INVESTMENTS) GENERATE MORE OPPORTUNITIES INCREASE SHARE OF WALLET INCREASE ROIC / EVA INCREASE BRAND EQUITY DRIVE LOYALTY INCREASE PRODUCTIVITY INCREASE MARKET SHARE 33 RETENTION DRIVE ADVOCACY DECREASE COST OF OPERATIONS Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 34. Achieve Sustainable Growth & Profit - Retail ACQUISITION RETENTION EFFICIENCY (INCREASE SALES) (MONETIZE RELATIONSHIPS) (LEVERAGE INVESTMENTS) INCREASE SHARE INCREASE ROIC / EVA GENERATE MORE OPPORTUNITIES Comparable Store Sales Increase INCREASE Ad(vertisement) Effectiveness BRAND EQUITY End of life sell through INCREASE MARKET SHARE Improved Customer conversion OF WALLET rates Reduction of Inventory Positions DRIVE Increase cross store LOYALTY sales ImprovedDRIVE Level Service ADVOCACY Improved customer satisfaction 34 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. INCREASE PRODUCTIVITY SG&A cost reduction GM ROI improvement DECREASE COST OF OPERATIONS
    • 35. An Integrated Approach is Required DIRECT ON-SITE CALL CENTER WEB MOBILE SOCIAL SIEBEL CRM SIEBEL MARKETING ORACLE RETAIL WEBCENTER RIGHTNOW INQUIRA WEBCENTER 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 35 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. WEBCENTER
    • 36. Technology Platform Requirements: Retail Multi-channel Customer Experience for Retail Industry Trend Specific Business Problems / Requirements 1. Engaging Interactive, website 2. Cross Channel Selling 3. End-to-end Order orchestration & fulfillment 4. Master customer, order, product , inventory data Technology Components Social Networks, Collaboration, Web Web, BPM SOA,BPM Data Integration, MDM 36 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
    • 37. Customer Success: KPN EXTEND THE EXPERIENCE  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 37 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

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