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5 digital consumer relevancy scenarios. Powered by Oracle

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Avoiding the Me-too Corner …

Avoiding the Me-too Corner

By Ron Tolido
San Francisco
Oracle OpenWorld

Published in: Technology

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  • 1. AVOIDING THE ME-TOO CORNER5 digital consumer relevancy scenarios. Powered by OracleSan Francisco,
  • 2. In the age of ‘Digital Transformation’ … Avoiding the Me-Too Corner Copyright © Capgemini 2012. All Rights Reserved 2
  • 3. .. 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 ! Avoiding the Me-Too Corner Copyright © Capgemini 2012. All Rights Reserved 3
  • 4. … and avoiding a Me-Too position … Avoiding the Me-Too Corner Copyright © Capgemini 2012. All Rights Reserved 4
  • 5. …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 ShoppersSource: Capgemini, Digital Shopper Relevancy, 2012 Avoiding the Me-Too Corner Copyright © Capgemini 2012. All Rights Reserved 5
  • 6. … and shifting demographics … Avoiding the Me-Too Corner Copyright © Capgemini 2012. All Rights Reserved 6
  • 7. … requires understanding consumer relevancy .. Ease of Access Ease of Access Experience ? Product Experience ? ? Product ? ? Service Price Service Price Avoiding the Me-Too Corner Copyright © Capgemini 2012. All Rights Reserved 7
  • 8. … 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/ QualityTraditional stores goods in store promotions handling /Relevancy Maximum opening Availability return policy Inspirational (no stock-outs)Criteria for hours Atmosphere Loyalty programPhysical 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 offersAdditional (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 andDigital 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 Avoiding the Me-Too Corner Copyright © Capgemini 2012. All Rights Reserved 8
  • 9. … 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 Avoiding the Me-Too Corner Copyright © Capgemini 2012. All Rights Reserved 9
  • 10. … 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 Avoiding the Me-Too Corner Copyright © Capgemini 2012. All Rights Reserved 10
  • 11. … 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 Avoiding the Me-Too Corner Copyright © Capgemini 2012. All Rights Reserved 11
  • 12. … and creating the right roadmap … Avoiding the Me-Too Corner Copyright © Capgemini 2012. All Rights Reserved 12
  • 13. … for accelerated implementation. „No Requirements‟ App Rhythms Implementation Sprint Avoiding the Me-Too Corner Copyright © Capgemini 2012. All Rights Reserved 13
  • 14. Find out more Avoiding the Me-Too Corner Copyright © Capgemini 2012. All Rights Reserved 14
  • 15. About CapgeminiWith around 120,000 people in 40 countries, Capgemini is one ofthe worlds foremost providers of consulting, technology andoutsourcing services. The Group reported 2011 global revenuesof EUR 9.7 billion.Together with its clients, Capgemini creates and deliversbusiness and technology solutions that fit their needs and drivethe results they want. A deeply multicultural organization,Capgemini has developed its own way of working, theCollaborative 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.

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