Enterprise Mobility is transforming Sales Execution in the Consumer Products Industry


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Mobile apps are quickly emerging as new tools for improving key business processes. For companies selling consumer packaged goods, how you sell and merchandise your products is critical. To be successful, you need visibility and control over how you execute your corporate strategies and tactics in the retail environment.

If your company sells into groceries, drug stores, mass merchandisers, convenience stores, liquor stores and bars, DIY stores, please consider viewing this Webcast.

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Enterprise Mobility is transforming Sales Execution in the Consumer Products Industry

  1. 1. SAP Retail Execution Mobile Application featuring CARLSBERG http://twitter.com/SAPMobile http://www.facebook.com/SAPMobile Watch webcast replay
  2. 2. Legal disclaimerThe information in this presentation is confidential and proprietary to SAP and may not be disclosed withoutthe permission of SAP. This presentation is not subject to your license agreement or any other service orsubscription agreement with SAP. SAP has no obligation to pursue any course of business outlined in thisdocument or any related presentation, or to develop or release any functionality mentioned therein. Thisdocument, or any related presentation and SAPs strategy and possible future developments, products andor platforms directions and functionality are all subject to change and may be changed by SAP at any timefor any reason without notice. The information in this document is not a commitment, promise or legalobligation to deliver any material, code or functionality. This document is provided without a warranty of anykind, either express or implied, including but not limited to, the implied warranties of merchantability, fitnessfor a particular purpose, or non-infringement. This document is for informational purposes and may not beincorporated into a contract. SAP assumes no responsibility for errors or omissions in this document, exceptif such damages were caused by SAP´s willful misconduct or gross negligence.All forward-looking statements are subject to various risks and uncertainties that could cause actual resultsto differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in makingpurchasing decisions.© 2013 SAP AG. All rights reserved. 2
  3. 3. Introduction: Our speakers today… Chris Wiesen Director of Mobile Applications & REX Solution Manager, CP IBU, SAP Amit Khanna Director of Product Management. Product Manager, REX, SAP Simon Thorup Enterprise Architecht, Enterprise Mobility, Sales & Marketing, Carlsberg Jesper Dam Business Process Manager, Sales, BSP, Carlsberg© 2013 SAP AG. All rights reserved. 3
  4. 4. Agenda• Retail Execution Overview• Retail Execution Key Features• Customer Case Study: Carlsberg• Q&A© 2013 SAP AG. All rights reserved. 4
  5. 5. Successful consumer product companiesHarness the power of mobile to…Customers & Consumers Retail Execution Supply ChainDeliver mobile applications to Improve sales effectiveness and Improve decision making bycustomers and consumers to overall shopper experience providing more real-timeimprove service, and build information and communicationloyalty Result Result Result Increased sales  Improved distribution levels  Faster response to markets Improved customer service  Consistent merchandising  Improved ordering / shipping Enabled self service access to practices  Fewer out of stocks key information  Pricing and promotion  Ability to sell inventory in other compliance physical locations  Improved inventory turns© 2013 SAP AG. All rights reserved. 5
  6. 6. Retail Execution Challenges • Inability to leverage best practice business processes at the retail level • Incompliant retail stores • Inability to monitor compliance of product distribution, plan-o-grams, trade promotions • Poor return on brand and promotion investments • Paper based and not integrated systems • Poor sales decision-making • Lost revenue and customer loyalty© 2013 SAP AG. All rights reserved. 6
  7. 7. Your Perfect Store Strategy –Retail Execution directly impacts Sales and Merchandising Sales, Merchandising, Operations Sales, Distribution Cust. Service Rep Sales & Channel Planning Order to Cash Customer ServiceSales Operations Customer Target Order & Credit Mgt. Customer Services& Management Analysis SettingChannel & Account Contract OrderAccount Teams Mgt. Mgt. Processing DeliveryDistribution Supply Warehouse Check-Out Check-In Planning && Operations Planning Operations MgtSales Execution Cycle Visit Visit Order Delivery & Settlement Planning Scheduling Execution Capture Invoice© 2013 SAP AG. All rights reserved. Areas where Retail Execution impacts Perfect Store 7
  8. 8. How Retail Execution impacts sales and merchandising:A day in the life example Check key Review today’s Plan for next performance Visit Stores schedule visits metrics User checks how User reviews today’s User visits the stores and performs the User recaps today’s she is doing visits, adjusts the visit activities and tasks visits and plans next schedule if needed visits Monitor dashboards Review visits on day, week, Review activities/tasks month or list calendar views Recap today’s visits, Adjust your visits/tasks/ Review customer information enter visit notes to-do’s if needed View stores on map & dashboard Perform merchandising Plan next visits Review visit activity/task summary on schedule view activities/tasks Adjust the visits if needed Perform sales activities/tasks© 2013 SAP AG. All rights reserved. 8
  9. 9. Agenda• Retail Execution Overview• Retail Execution Key Features• Customer Case Study: Carlsberg• Q&A© 2013 SAP AG. All rights reserved. 9
  10. 10. Key FeaturesSAP Retail Execution provides sales representatives and merchandisers allthe data, tools, and insight they need to manage their visits in retail stores. • Create and manage visits, activities and your calendar • Monitor key areas at stores via audits and surveys • View promotion calendar • Monitor key performance metrics • Access history of previous visits, orders, notes, photos and videos • 360 Degree view of the store • View and manage customer, contacts • Create and manage orders, credits and returns • Manage trade assets • View store binder for sales assets© 2013 SAP AG. All rights reserved. 10
  11. 11. Retail Execution v3.0 Feature Details Visit Order Calendar Products Store Management Management View your work  Check-in/Check-  Images  Item proposals  Store schedule by Day, out visits  Marketing  Visual cues for communication Week or Lists.  Visit Contacts attributes quick information Details Calendar Views  Visit Hierarchy  Rules based on products  Contact split to holistically  Delivery status communication  Offline Survey download Details view schedule and Determination  Documents and  ATP visit summaries Media  Hybrid Pricing  Marketing  Retail Audit Attributes Toggle between  Notes  Copy orders  GPS Tagging of  Customer Maps and  Manual discounts Visits  EAN / UPC Codes Classification Calendar  Re-assign Visits to  Sales UoM/ Base  Historical orders Search on your  Business hours your colleague UoM  Print order calendar by  Listings and Customers or Visits  Mass Visit and  Multiple levels of summary Assortments „Drag and Drop‟ Activities creation product hierarchy  Barcode Scanning  Interaction History visits  Assign Tasks (To-  Listings and  Signature Capture dos) to your visits Assortments  Documents Cancel Visits  Free Goods  View valid  Listing Set Type  Store Promotions Native Events  Promotions promotions for the  Price List Integration store  Binders  Start Visit by  Binders from barcode scan Customer Hierarchy  Account factsheet© 2013 SAP AG. All rights reserved. 11
  12. 12. Retail Execution v3.0 Feature Details Trade Assets Product Audit Promotions Alerts  Push Alerts  Future “n” week  View Assets released  Exception Report  Create ERP Service promotions/campaigns Requests  Pre-fill Audits for efficient visits  Promotions details : • Discounts  Offline determination • Attachments • Products • Customer • Target Group Planning Returns Target Groups Analytics  Filter customer to plan  Create returns from  Determination of  Configurable visits orders promotions for a store Dashboards  Create visits by „Drag &  Return Reason by Target Groups Drop‟ customers  Print  Drill through to find “My  Signature Capture Stores”© 2013 SAP AG. All rights reserved. 12
  13. 13. © 2013 SAP AG. All rights reserved. 13
  14. 14. © 2013 SAP AG. All rights reserved. 14
  15. 15. © 2013 SAP AG. All rights reserved. 15
  16. 16. © 2013 SAP AG. All rights reserved. 16
  17. 17. © 2013 SAP AG. All rights reserved. 17
  18. 18. SAP CRM Retail Execution Device Support© 2013 SAP AG. All rights reserved. 18
  19. 19. Agenda• Retail Execution Overview• Retail Execution Key Features• Customer Case Study: Carlsberg• Q&A© 2013 SAP AG. All rights reserved. 19
  20. 20. Carlsberg Group Mobility Presentation
  21. 21. Agenda1. Carlsberg company overview2. High level SAP footprint at Carlsberg3. Carlsberg strategy for mobility4. Retail Execution: objectives, implementation, expected benefits…5. Lessons learned, experience with SAP co-innovation process, next steps 21
  22. 22. This is Carlsberg Group today No. 1 in Northern & Eastern Europe and fourth largest brewer in the world 150 markets around the world 500 different beer brands 41,000 employees on three continents 11,500,000,000 Litres of beer sold in 2011 22
  23. 23. The 3 core system pillars of Carlsberg and thecorresponding principles of the mobility architecture Western & Northern Europe Eastern Europe AsiaB2C Best of Breed Best of Breed Best of Breed B2B Best of Breed/Best of Suite Best of Breed Best of Breed B2E Best of Suite (SMP) Best of Suite (Monolith) Best of Breed 23
  24. 24. Carlsberg Group usage of mobile devices A view on Enterprise Mobility in Carlsberg Group - how mobile devices and mobile data networks 1 2 3 support the business processes across the Group. Warehouse workers use forklift mounted mobile devices and barcode scanners to store products Users in the distribution use their from the brewery for later picking of mobile devices to 1: register loading of the trucks Sales Orders at the distribution center. Later, the device will be used to 2: confirm delivery at the customers and finally 3: to register 3G/GPRS empties/returnables. Access to the Carlsberg back-end platforms is provided via a secure mobile data network 3G/GPRS User registering a barley delivery arriving at the Brewery. This is done in Warehousing Distribution Service Management & Production Sales SAP with a mobile device (Supply Chain) (Supply Chain) Management Group Functions Users in the Group Functions such as HQ, CIT and 3G/GPRS 3G/GPRS general line management use mobile devices such as Smartphones and laptops to access PIM (email, calendar, contacts) via the mobile data network .The users can also access various Carlsberg Group applications and other resources by using VPN as well. User performing Plant Maintenance at the Brewery directly in SAP with a mobile device Service Management technicians use their mobile devices to process Quality Assurance, equipment ordering and van stock management. A Sales Representative is using a Smartphone Access to the Carlsberg back-end platforms is provided or laptop to work with applications for eg. customer visits, via a secure mobile data network Campaigns and obtaining orders. Access to the Carlsberg back-end platforms is provided via a secure mobile data network 24
  25. 25. Mobility Landscape Transition Legacy BSP1* Mobility Center of Excellence (MCoE) Mobility Strategy Cross Cutting Mobile Device Management Initiatives Device Catalogue Carlsberg App. Store Devices App. App. App.App.X App.App. App. App.App. App. App. App.App. App. Syclo Application MoBI REx X XXX X XXXX X XX X SM Midd Midd Midd Midd Midd Midd Middle Middleware/ lewa lewa ware lewa lewa lewa lewa SUP Agentry Platform rererererere BacBacBacBac BacBacBac Back Backend kenkenkenken kenkenken end BOBJ CRM ECC ddddddd Infrastructure 25* Group Business Standardisation Programme running across Northern and Western Europe
  26. 26. B2E Western Europe – Strategic Mobility Principles Leverage the SMP platform as much as possible 1. Choose COTS* apps for SMP in new mobile initiatives 2. Stay standard solution • Deviations from standard COTS solution should be minimized • Deviations should have a clear business case 3. Create customized apps for the SMP if there is a Business Case 4. Port apps to SMP if there is a business case 5. Lift the Backend • Front end should be defined by backend and not vice versa • Backend logic should not change as a consequence of front end logic Comply or explain *COTS = Commercial of the shelf 26
  27. 27. Why – the mobility project (IT Drivers)1. Leverage economy of scales on mobile infrastructure • E.g. by standardizing mobile devices to drive volumes, get better discounts and establish a predictable device landscape2. Improve transparency regarding cost • a consolidated foundation provides better Transparency and Control in cost allocation3. Decrease development cost by sharing applications and best practises cross markets • E.g. develop once deploy to many4. Improve development time towards mobile devices • Less integration effort, and multiple partner apps5. Improve IT support and maintenance • E.g. via centralization and standardization of support6. Decrease cost • towards maintenance of mobile devices, system landscapes and integrations 27
  28. 28. Business objectives and Value drivers for the Mobility project Strategic Objective Increase efficiency and effectiveness of Carlsberg’s Field Forces through use of shared and innovative mobile solution Value Drivers Corporate synergies Customer experience Market growth Workforce efficiency• Improve cross functional • Improve customer satisfaction • Increase sales per visit and in total • Reduce administration cost, less coordination & flexibility • Improve customer insight sharing • Improve return on campaigns duplication of work and errors • Increase our customers‟ sales • Reduce customer stock-outs • Increase customer facing time • Improve service level • Reduce equipment break-downs • Increase payment & cash flow • Improve responsiveness to • Improve inventory turnover customer needs and competitor • Increase visits per day moves Customer Insight & Best Practice Sharing Business Intelligence & Analytics Mobile Workforce Processes · Organisation · Common Mobile IT Platform / Data 28
  29. 29. Retail Execution - implementation & expected benefits… • Part of a lager Global Programme with limited room for manoeuvring • Many senior stakeholders and high expectations to be meet – no room for failure • Not apply additional logic in the client layer, but apply standard processesImplemen- • Stay as close to standard as possibletation • One fits all approach – only deploying what is needed per market • Co-innovation is the main contributor to the high fit to our industry needs • Performance issues still not solved • iOS is our biggest challenge as legacy applications is not supported • True CRM – one integrated solution across front and back office functions • Increase Customer experienceExpected • Market growth by focusing on customer performance to a larger extend thanbenefits possible today • Workforce efficiency • Cost efficient and stable solution 29
  30. 30. Lessons learned • The Mobility space is hyped! • Holistic view on mobile needs in the Enterprise: • All mobile capabilities • B2B, B2E & B2CEnterprise • Portfolio perspective in terms of:Perspective • Assets consolidation, re-use • Processes & Governance • Best practices • Resources (Development, Support & Maintenance) • Massive challenge to coordinate activities with SAP, delivery partners and internal stakeholders • Co-innovation is needed to bridge FMGC knowledge with process, especially in UIProgram design and functional usabilityPerspective • Being pragmatic helps - What was agreed to be delivered was delivered but further co-innovation is needed to meet all our requirements • Future roadmap needs to be disclosed, especially on device 30
  31. 31. Q&AThank You!For additional information:Chris Wiesen Amit KhannaSolution Manager - Retail Execution & Direct Store Delivery Product Manager – Retail ExecutionDirector of Mobile Applications Director of Product ManagementConsumer Products Industry Business Unit Mobile Application Unitchris.wiesen@sap.com ami.khanna@sap.com+1 (317) 658-3611 +1-201-687-6100
  32. 32. Closing and Q&AParticipate in today’s TweetChat about wholesale distribution #MobileInsightsSAP Mobile Insights Webcast Series http://bit.ly/sapmobileinsight March 20th – Introducing SAP Mobile Documents Enterprise-Grade Secure Mobile Content and Document ManagementMobile Sense Thought Leadership Series (webcasts & white papers): http://fm.sap.com/mobilesense