In order to meet the needs of the digitally-oriented consumer, retailers need to offer personalized service in real-time. By embracing mobile to deliver an integrated experience to customers, retailers can open new business opportunities.
Yet, for many traditional retailers, providing a seamless experience across mobile and other channels presents challenges due to the limitations of legacy technology infrastructure and the ability to act in ‘real-time’. However, a new class of database technology is emerging that enables retailers to support new business requirements, improve customer experience and reduce cost. In the next session of webinar series - Omni-Channel Retailing: One-Step-at a Time you will learn why more and more retailers and ecommerce players are turning to MongoDB as a choice for their mobile platforms. Based on existing customers you will learn:
How to meet the consumer where she is, whenever she wants - know where she is using geo-spatial services
Engage with her and provide a ‘real-time’ experience, tailored to her expectations - check-her in or ‘check-her out’ at the POS and provide the latest update
Deliver the most up-to-date information to your associates so they are empowered to serve the consumer when she engages with your brand - deliver the latest inventory information via mobile app to your employee
In this discussion, you learn the latest in business techniques and how you can take advantage of MongoDB to deliver another piece of Omni-channel imperative - meeting your customer - at her convenience.
Exploring the Future Potential of AI-Enabled Smartphone Processors
Mobility: It's Time to Be Available for HER
1. Mobility: Time to be available for HER!
Enabling Omni-Channel Retailing
#mongodbretail
Global Business Architect, MongoDB
Director, Solution Architecture, MongoDB
Edouard Servan-Schreiber
Rebecca Bucnis
2. “mobile is a lot closer to TV
than it is to desktop”
- Mark Zuckerberg
“mobile - it’s like assorting 100,000 stores
every minute, in the hand of
customers, every day…”
- Mickey Drexler
(paraphrased@ World Retail Congress – Oct 2013)
3. Presenters
Rebecca Bucnis
Global Business Architect
- Business Strategy
- Former Retailer
Amsterdam, The Netherlands
rebecca.bucnis@mongodb.com
@rebeccabucnis
Edouard Servan-Schreiber
Director, Solution Architecture
- Delivery of Solutions, Pre-Sales
- North America
New York, NY
edouard@mongodb.com
@edouardss
@rebeccabucnis @edouardss
4. • Introduction: Mobile Changes Everything
• 3 Mobile Mandates for Omni-Channel Retailing
• Why Use MongoDB for Mobile?
• Technical Deep-Dive – Going Mobile
• Customer Examples
• Wrap Up & Next Steps
Agenda
6. The shopping process is fully mobile:
From awareness, to shopping, to check-out, to information source
Retail has evolved
7. 7
[Retail] Data has changed
• 90% of the world’s data was
created in the last two years
• 80% of enterprise data is
unstructured
• Unstructured data growing
2x faster than structured
Sources: IBM, Gartner 2012
8. 8
Retailers – Stuck in the Past?
More and
More
Devices &
Channels
Don’t
Understand
Customers
Source
Systems
are Siloed
Hard to
Adapt To
Change
Unable to
Execute in
Real-Time
9. Mandate #1. Prepare for Time, Geo-Spatial Selling
Informed, Digital Consumer Empowering Employees
Theme: Relevance and convenience
Challenge: Information availability & expectations
MongoDB Customers: Foursquare, 02, Retail giants, Verifone, Parse
Three Mobile Mandates
10. Single View of Business ≅ “Endless Aisle”
Theme: Product details & location up-to-minute
Challenge: Multiple vendors & legacy silo systems
MongoDB Customers: Staples, The Gap, Dillard’s, Bol.com
Three Mobile Mandates
11. Mandate #2. Find Her and ‘Know Her’
Theme: Selling Stage and ‘Persona’
Challenge: Device proliferation, legacy silos
MongoDB Customers: Foursquare, Panera, ASOS, Sitecore, Pearson
Three Mobile Mandates
12. Mandate #3. Tailor the Message
Theme: Every customer is unique
Challenges: Real-time delivery, insufficient connectivity to
analytic information silos
MongoDB Customers: Otto Germany, ASOS, Sitecore, Banking giants
Three Mobile Mandates
13. Then
In Store/Web Engage Anywhere
Check-out Help Selling Advice
General Adverts Tailored Messages
Now
Enabling agile delivery of seamless interactions & selling
17. 17
Customer View in a Document
Relational
MongoDB
{ customer_id : 1,
name : "Mark Smith",
city : "San Francisco",
location: [ <long> , <lat> ] ,
orders: [ {
order_number : 13,
store_id : 10,
date: “2014-01-03”,
products: [
{SKU: 24578234,
Qty: 3,
Unit_price: 350},
{SKU: 98762345,
Qty: 1,
Unit_Price: 110}
]
},
{ <...> }
]
}
CustomerID First Name Last Name City
0 John Doe New York
1 Mark Smith San Francisco
2 Jay Black Newark
3 Meagan White London
4 Edward Danields Boston
Order Number Store ID Product Customer ID
10 100 Tablet 0
11 101 Smartphone 0
12 101 Dishwasher 0
13 200 Sofa 1
14 200 Coffee table 1
15 201 Suit 2
19. { customer_id : 1,
name : "Mark Smith",
city : "San Francisco",
location: [ <long> , <lat> ] ,
Preferences: [ <category1>, <category2>,…],
Shopping-cart: [ {sku: …., count: ..}, …. ],
Next-best-offers: [ <offer1>, <offer2>, <offer3> ]
}
Customer View ready for Mobility
Key for the document
20. { customer_id : 1,
name : "Mark Smith",
city : "San Francisco",
location: [ <long> , <lat> ] ,
Preferences: [ <category1>, <category2>,…],
Shopping-cart: [ {sku: …., count: ..}, …. ],
Next-best-offers: [ <offer1>, <offer2>, <offer3> ]
}
Customer View ready for Mobility
Key for the document
Allows geospatial
searches and real
time updates of
location
21. { customer_id : 1,
name : "Mark Smith",
city : "San Francisco",
location: [ <long> , <lat> ] ,
Preferences: [ <category1>, <category2>,…],
Shopping-cart: [ {sku: …., count: ..}, …. ],
Next-best-offers: [ <offer1>, <offer2>, <offer3> ]
}
Customer View ready for Mobility
Key for the document
Allows geospatial
searches and real
time updates of
location
Critical status
information to serve
her what she wants
at the right place and
time
31. Customer Examples: Retail Giants
• Mobile platform for
.com site of retail
giant
•Supports ongoing
demand for mobile
selling; revenue
increasing
•Manage heavy loads
and scaled for Black
Friday without issue
32. Customer Examples:
• Application provider
• Mobile retailing applications
• Working to provide hand-
held check-out capabilities
via mobile
• Chose MongoDB as the
platform to run their
applications
• Continue to develop and
maintain capabilities,
moving to customer loyalty
33. •A social messaging
platform
•Provides social and
geographic context,
with real-time analytics
•Built in 9 months on
MongoDB
•Support full view of
customers now at 15
million
Customer Examples
34. •A social platform
•Provides social and
geographic context to
people
•Entertaining them and
rewarding them for
business
•Manage check-ins and
capture & distribute
content with MongoDB
Customer Examples
35. 1. Assess your retail data and stage
2. Join us and Engage:
• Big Data Analytics - London – 19 June
• ROI: Innovation in Ecommerce – Webinar 11 June
• MongoDB World - New York – June 23-25
• Customer Experience Exchange – London 2-3 July
3. Start one step at a time - with “prototype” capabilities
What’s Next?
38. Resources
White Paper: Big Data: Examples and
Guidelines for the Enterprise Decision Maker
http://www.mongodb.com/lp/w
hitepaper/big-data-nosql
Recorded Webinar Series: Thrive with Big
Data
http://www.mongodb.com/lp/bi
g-data-series
Recorded Webinar: What’s New with
MongoDB Hadoop Integration
http://www.mongodb.com/pres
entations/webinar-whats-new-
mongodb-hadoop-integration
Documentation: MongoDB Connector for
Hadoop
http://docs.mongodb.org/ecosy
stem/tools/hadoop/
White Paper: Bringing Online Big Data to BI
& Analytics
http://info.mongodb.com/rs/mo
ngodb/images/MongoDB_BI_An
alytics.pdf
Subscriptions, support, consulting, training
https://www.mongodb.com/pro
ducts/how-to-buy
Resource Location
Editor's Notes
The state of retail today…
2014 is a critical year, where old ways are no longer sufficient.
After 20 years in retail, I have realized the important of change. I too have made a change, realizing that many things are coming together this year.
it is time to adapt….
Who we are
2 parts of the agenda today:
The Retail Hype
The need
Why retailers and companies are working with MongoDB… to meet the needs of commerce today
2nd half will be the technical explanation of why MongoDB is suited for today’s selling environment
With a deep dive on one application area, the need for product information
You may ask questions at any time and we will save 10 minutes at the end of the session for QA
We do have a long list of clients already
We have many named customers and additional customers who are willing to share their stories in an anonymous fashion.
But what we have learned over the years of being open source, is that many people adopt and use our software and we find out much later on!
At the heart of this change is data.
Data is the currency of the modern economy.
90% of the world’s data was created in the last two years. Think about that. 90% of all data, in the history of humanity, didn’t exist two years ago.
80% of the data in your organization is unstructured. 80% of your information doesn’t fit in your database.
And your unstructured data is growing twice as fast as your structured data.
This sea of unwieldy data around us has been given a name by the media – Big Data.
Raise your hand if you’ve heard the term “big data”. I even heard a story about it on NPR earlier this year!
Here’s the surprise. Big data, it turns out, really isn’t about “big.” We’ll get to that in just a moment.
The reality of business today is that is it ‘mobile’.
To quote a statement by Mickey Drexler (of J Crew)… omni-channel isn’t so important, rather, it’s the fact that I have to assort 100 million mobile phones with a local and relevant store!
That sounds important to me!
Now, mobile is multi-faceted, because it is required for customers and also for employees.
Employees represent the ‘face of the brand’ and should be empowered to support the customer with as much as SHE already knows and can access… as well as ideally act as a selling agent, rather than a check-out clerk!
Lastly, add another dimension and engage with the customer, based upon her permission of course, to reward her sharing information about where she is and what she is experiences… A perfect blend to cross to social.
Answer customer needs in real-time
Provide control of their time
Employee should be empowered to solve customer challenges and opportunities whatever they maybe, wherever both parties may be (i.e. phone, store) !
Product is and will remain a cornerstone of retailing. It is goods and services that are packaged and sold.
In the digital era, consumers have ‘perfect information’… both about your product as well as your competitor… and even a competitors you had not identified. The truth is products can be sold across the globe today… and the market is no longer restricted to a reasonable selling region / nor mailing area.
In this, the need to provide the latest information on your product is critical.
The guiding vision on this is the creation of the ‘perfect (meaing complete) product’ information.
It starts with basic information:
Information
Selling price
Availability
To location in the supply chain
Across an enterprise
While that sounds easy, it is not.
And it becomes further complicated if we want to see it it
No two shoppers are exactly the same
We need to understand and service the needs of customers, both identified and unidentified
The profile is critical to delivering relevant service
IF and when a customer chooses to identify themselves, then messaging moves to personalization
Many means exist to actually identify those who wish:
- loyalty cards
- RFID chips
“iBeacon’
Bluetooth, mobile apps
- fingerprint, facial recognition etc…. Internet of things)
Personalization drives relevant and targeted experience, which in turn offers loyalty
As we bring together the view of customer, the information can be leveraged to drive fundamental business decisions on inventory, choice, services nad more personal promotions tied to loyalty
No two shoppers are exactly the same
Personalization drives relevant and targeted experience, which in turn offers loyalty
As we bring together the view of customer, the information can be leveraged to drive fundamental business decisions on inventory, choice, services and more personal promotions tied to loyalty.
For me, this needs it is the hardest point to achieve where OPERATIONS MEETS ANALYTICS…
Where ALL THE GREAT INFORMATION, we have been striving to obtain, understand and analyze, sits in peril of becoming IRRELEVANT, because we just can’t access it at the time and place we need it….
Tailored & relevant information to an individual :
Messaging
Content
Incentives (which must be optimized)
Pricing
Commerce practices are changing and consumers have already changed.
The focus is how best to adapt to modern requirements.
And this is why we now have ….so the next question is:
Why MongoDB to help address this new seamless digital consumer?
Uses on MongoDB for following Business Use Case:
Ecommerce (MOBILE PLATFORM)
6. Content management delivery
Wal*Mart.com enables its mobile platform on backdrop of MongoDB and survived a vigorous Black Friday and
This is the mobile site for .com
Focused on full capabilities of a web site on a mobile platform;
Requires full database capabilities, not just interaction capture
Pulls and pushes product content
Uses on MongoDB for following Business Use Case:
Ecommerce (MOBILE)
A recent customer of MongoDB
They do all their development in MongoDB
It a low cost and highly flexible development environoment
That provides the full capabilities of ‘a database’ including transaction processing
Launching an app in the worlds 2nd highest population – 1.3bn (17%), need to know it can scale
Hike is India’s fastest growing messaging app – joint venture between Bharti and Softbank – 2 huge multinational companies
Using MongoDB, scaled to over 15m users in 9 months. Key for them
– MongoDB sharding and replica sets for scale and availability
– MongoDB query framework for running complex analytics
– MongoDB subscriptions for support, best practices and advanced security features