Increase Sales Productivity with a Retail Execution Mobile App

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Hear how Ferrero and SAP tailored the SAP Retail Execution mobile app to boost productivity of sales reps during store visits. The reps gain critical insights and maximize value from their SAP Customer Relationship Management application. The SAP Mobility Design Center team enhanced the app to ensure a fit to Ferrero’s unique business processes.

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Increase Sales Productivity with a Retail Execution Mobile App

  1. 1. Increase Sales Productivity with a RetailExecution Mobile AppHorst Hagen, CRM Team Lead, Ferrero GermanyIan McDonald, Vice President and Consumer Industries Director, SAP AG
  2. 2. Successful consumer product companies…Recognize their people are their assets, their assets are mobile, andtheir customers are on the goSo they empower their stakeholders with mobile solutionsManagement Workforce Customers Access targeted,  Tears down data and  Personalizes experience personalized information communication silos  Provides faster access to Analyze mission-critical  Automates critical activities and more product options activity core business processes  Improves product knowledge Make better decisions  Improves productivity  Improves service levels Respond quickly to emerging  Increases customer touches opportunities © 2012 SAP AG. All rights reserved. 2
  3. 3. Retail execution challengesTypical challenges that affect your sales team’s productivity:• Inability to apply best-practice business processes at the retail level• Inability to monitor compliance of product distribution, plan-o-grams, trade promotions, out of stock situations, competitive situations, and so on• Inability to have real-time monitoring of new product launches• Poor return on brand and promotion investments• Poor sales decision making due to lack of real-time access to customer, product, promotion, and competitor information© 2012 SAP AG. All rights reserved. 3
  4. 4. SAP Retail Execution Features and Road Map* Version 2.0 Version 2.1 Version 3.0 Version 3.1* Dec. 2011 June 2012 Dec. 2012 TBD• Activity journals – audits  Analytics • Alerts and messages • Enhancements to: Attachments  Enhanced visit • Customer factsheet • Extensibility Barcode scanning management • Enhancements to: • Personalize user Calendar  Fast order entry settings • Analytics Contacts, customers • Calendar • User interface Extensibility • Customer data • Integration to: Hybrid pricing, printing • Extensibility • SAP Demand Picture taking Signal • Order entry, online Management Plan-o-grams “available to promise” (ATP) • SAP Jam Products, listings, • Product information exclusions • SAP StreamWork • Product listings Sales orders and returns  Document • Search for visit planning Signature capture management • User Interface Suggested order  Workflow  GPS business add-in (“BAdI”)  Tasks and activities Surveys  Trade assets and equipment Territory management  View promotions and Visit management campaigns © 2012 SAP AG. All rights reserved. * Final scope and time line subject to change. 4
  5. 5. Ferrero – group overview 1946 – Alba, Italy Ferrero is founded1992 – PolandFerrero Poland started trading1997 – Belsk, PolandThe factory in Belsk beganproduction 2011 – Global acting group  38 companies  18 production plants  More than 22,000 employees  More than 1,000,000 tons confectionery  More than 7,200,000,000 euro turnover
  6. 6. Ferrero – brand introductions in Poland 1993 1993 1993 1994 1994 1996 1996 1997 1998 2000 2000 2001 2001 20012002 2004 2006 2006 2006 2007 20072008 2008 2009
  7. 7. Ferrero – SAP software landscape System Area Solution SAP Extended Warehouse Warehouse Management Management/ SAP SCM 7.0 EHP2 SAP R/3 System SAP ERP 6.0 EHP5 Business Warehouse SAP NetWeaver Business Analytics/Accelerator Warehouse 7.3 CRM Trade Promotion SAP CRM 7.0 EHP1 Management Sybase Unwired Platform Enterprise Mobility 2.1.3 Advanced Planning and SAP SCM 7.0 EHP1 (central) Optimization Middleware, etc. SAP NetWeaver 7.31 Solution Management SAP Solution Manager 7.1 SAP Manufacturing Industrial Automation Integration and Intelligence 12.1 In-Memory SAP CO-PA Accelerator SAP NetWeaver ID Identity Management Management 7.1 Energy Management SAP Environmental Compliance 3.0 “We try to use the latest Governance, Risk, and Compliance SAP Governance, Risk, and Compliance solutions 10.0 release of SAP, always!” Corporate Portal SAP NetWeaver 7.0 EHP2
  8. 8. Ferrero – CRM strategyTwo main countries (Italy and Germany) kept their individual SAP CRM systemwith a separated road map• A task force discussed the following for other countries: • Multi-back-end vs. multi-CRM scenarios • Kernel processes of the Ferrero group vs local processes (trade promotion management (TPM); sales force automation (SFA); media planning, customer interaction center, etc.)Decision for a group CRM for FerreroInfrastructure and applications centralized • Germany: CRM plus CRM-related business intelligence (BI) • Italy: SAP ERP Central ComponentInitial group projects • SFA and TPM for Poland • TPM for USA and Canada
  9. 9. Ferrero – high-level system landscape/mobile strategy DMZ SAP Afaria Public Internet Group Group BI CRM CRM Mobile BI Sybase Unwired Platform 2.1.3 ReX Relay Server Group Group BI GEA ECC GEA SAP NetWeaver Gateway 2.0 HR Leave HR Travel Local Local HR L Appr HR BI HR POL HR T Appr
  10. 10. Ferrero – initial situationThe legacy sales force tool in Poland • Local CRM solution, no option to adapt or enhance the solution to Ferrero needs without help of software supplier • Custom interface based on IDocs or even manual work to harmonize data between local CRM and SAP ECC back end • Current hardware is fully obsolete • No additional functionalities like SAP Trade Promotion Management available or in place
  11. 11. Ferrero – implementation road Go-live completion x40 users Bug fixing x7 Bug fixing x70 users users 1st go-live November Device Modern trade configuration October September Pilot go-live August July JuneMay
  12. 12. Ferrero – new situationReX – the future Polish sales force toolStandard application to cover almost all needs for SFA people• Visit planning• Customer master• Product data• Order entry• Surveys• Picture taking• Navigation (GPS, etc.)
  13. 13. SAP Custom Development helped Ferrero make sureSAP Retail Execution fits their specific business needs Customer’s Business ChallengeConsumerProducts Current local CRM and related mobile solution at “Ferrero Polska” is to be replaced by SAP CRM and SAP Retail Execution (REX). In order to cover the full mobile presales/merchandizing process, REX had to be enhanced with additionalSAP Retail functionalities and information.Execution Solution Developed Three core enhancements had been developed for Ferrero:ImplementationPartner: • Customer State: On the mobile device and the backend a blocking state wasTechedge established on the customer, which prevents the creation of visits and orders on the device. • Unlock Visits: The REX solution now allows to "re-open" a visit and make a2012 confirmed visit re-editable. • Customer order price simulation: A gross price simulation for an entire order and the positions is displayed on the mobile device – without price calculation on the backend. Business Transformation SAP Retail Execution allows "Sales Force Automation" processes on an iPhone. This enhances the productivity of the Ferrero sales representatives during store visits, provides the Sales Force with critical insights, and maximizes value from the SAP® Customer Relationship Management (SAP CRM). The enhancements enable Ferrero to use their unique business process.
  14. 14. SAP Custom Development helped Ferrero make sureSAP Retail Execution fits their specific business needs Customer’s Business ChallengeConsumerProducts Current local CRM and related mobile solution at “Ferrero Polska” is to be replaced by SAP CRM and SAP Retail Execution (REX). In order to cover the full mobile presales/merchandizing process, REX had to be enhanced with additionalSAP Retail functionalities and information.Execution Solution Developed Three core enhancements had been developed for Ferrero:ImplementationPartner: • Customer State: On the mobile device and the backend a blocking state wasTechedge established on the customer, which prevents the creation of visits and orders on the device. • Unlock Visits: The REX solution now allows to "re-open" a visit and make a2012 confirmed visit re-editable. • Customer order price simulation: A gross price simulation for an entire order and the positions is displayed on the mobile device – without price calculation on the backend. Business Transformation SAP Retail Execution allows "Sales Force Automation" processes on an iPhone. This enhances the productivity of the Ferrero sales representatives during store visits, provides the Sales Force with critical insights, and maximizes value from the SAP® Customer Relationship Management (SAP CRM). The enhancements enable Ferrero to use their unique business process.
  15. 15. Ferrero – ReX benefits• Direct connection to SAP ECC – no order-handling in CRM• No loss of contact information due to reorganization of territories• Application is easy to use• Excellent application acceptance• Productivity and navigation• Integration of innovative features like maps
  16. 16. Ferrero – ReX application
  17. 17. Ferrero – ReX application
  18. 18. Ferrero – ReX application
  19. 19. Ferrero – ReX application
  20. 20. Ferrero – ReX application
  21. 21. Ferrero – ReX application
  22. 22. Ferrero – ReX application
  23. 23. Ferrero – ReX application
  24. 24. Ferrero – lessons learned• Life of early adopters can become very hard!• Strong knowledge of mobile scenarios is a must!• SAP MaxAttention helped a lot!• Stable Sybase Unwired Platform and SAP Afaria landscape is necessary!• Not every problem is located in front of the device!
  25. 25. Ferrero – next steps• Complete national rollout in Poland of ReX• Consolidate infrastructure and application• Looking forward to 3.0/3.1• Expand BI functionality for sales force• Go-live of TPM functionality• Application rollout in next countries (Denmark, Sweden, Finland, Eastern Europe)
  26. 26. Thank you!
  27. 27. © 2012 SAP AG. All rights reservedNo part of this publication may be reproduced or transmitted in any form or for any purpose Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystalwithout the express permission of SAP AG. The information contained herein may be Decisions, Web Intelligence, Xcelsius, and other Business Objects products and serviceschanged without prior notice. mentioned herein as well as their respective logos are trademarks or registered trademarks of Business Objects Software Ltd. Business Objects is an SAP company.Some software products marketed by SAP AG and its distributors contain proprietarysoftware components of other software vendors. 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 orMicrosoft, Windows, Excel, Outlook, and PowerPoint are registered trademarks of Microsoft registered trademarks of Sybase, Inc. Sybase is an SAP company.Corporation.IBM, DB2, DB2 Universal Database, System i, System i5, System p, System p5, System x, All other product and service names mentioned are the trademarks of their respectiveSystem z, System z10, System z9, z10, z9, iSeries, pSeries, xSeries, zSeries, eServer, companies. Data contained in this document serves informational purposes only. Nationalz/VM, z/OS, i5/OS, S/390, OS/390, OS/400, AS/400, S/390 Parallel Enterprise Server, product specifications may vary.PowerVM, Power Architecture, POWER6+, POWER6, POWER5+, POWER5, POWER, The information in this document is proprietary to SAP. No part of this document may beOpenPower, PowerPC, BatchPipes, BladeCenter, System Storage, GPFS, HACMP, reproduced, copied, or transmitted in any form or for any purpose without the express priorRETAIN, DB2 Connect, RACF, Redbooks, OS/2, Parallel Sysplex, MVS/ESA, AIX, written permission of SAP AG.Intelligent Miner, WebSphere, Netfinity, Tivoli and Informix are trademarks or registered This document is a preliminary version and not subject to your license agreement or anytrademarks of IBM Corporation. other agreement with SAP. This document contains only intended strategies, developments,Linux is the registered trademark of Linus Torvalds in the U.S. and other countries. and functionalities of the SAP® product and is not intended to be binding upon SAP to any particular course of business, product strategy, and/or development. Please note that thisAdobe, the Adobe logo, Acrobat, PostScript, and Reader are either trademarks or document is subject to change and may be changed by SAP at any time without notice.registered trademarks of Adobe Systems Incorporated in the United States and/or othercountries. SAP assumes no responsibility for errors or omissions in this document. SAP does notOracle is a registered trademark of Oracle Corporation. warrant the accuracy or completeness of the information, text, graphics, links, or other items contained within this material. This document is provided without a warranty of any kind,UNIX, X/Open, OSF/1, and Motif are registered trademarks of the Open Group. either express or implied, including but not limited to the implied warranties ofCitrix, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame, and MultiWin are merchantability, fitness for a particular purpose, or non-infringement.trademarks or registered trademarks of Citrix Systems, Inc. SAP shall have no liability for damages of any kind including without limitation direct,HTML, XML, XHTML and W3C are trademarks or registered trademarks of W3C®, World special, indirect, or consequential damages that may result from the use of these materials.Wide Web Consortium, Massachusetts Institute of Technology. This limitation shall not apply in cases of intent or gross negligence.Java is a registered trademark of Sun Microsystems, Inc. The statutory liability for personal injury and defective products is not affected. SAP has no control over the information that you may access through the use of hot links contained inJavaScript is a registered trademark of Sun Microsystems, Inc., used under license for these materials and does not endorse your use of third-party Web pages nor provide anytechnology invented and implemented by Netscape. warranty whatsoever relating to third-party Web pages.SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjects Explorer,StreamWork, Sybase and other SAP products and services mentioned herein as well astheir respective logos are trademarks or registered trademarks of SAP AG in Germany andother countries. © 2012 SAP AG. All rights reserved. 27
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