Cross channel commerce
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Cross channel commerce

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Cross channel commerce Cross channel commerce Presentation Transcript

  • 1 | Cross Channel Commerce Solution aroma aroma Software Platform Cross Channel Commerce Solution
  • 2 | Cross Channel Commerce Solution aroma 1. MARKET TRENDS  Towards Touchpoint Oriented Commerce  Need of Cross Channel Commerce Hubs 2. OUR SOLUTION: AROMA  Cross Channel Commerce Hub  Platform Core Features  Modules 3. YOUR BENEFITS 4. COMPANY OVERVIEW  Bertelsmann  arvato Systems MARKET TRENDS
  • 3 | Cross Channel Commerce Solution aroma Today, shoppers expect and sellers need to deliver a seamless customer experience across all touchpoints  Web, mobile, store, social, print, phone…  Order online, pick up in store, return in store…  Go social while shopping
  • 4 | Cross Channel Commerce Solution aroma Customers interact with companies via numerous touchpoints and expect an integrated service Touchpoints Mobile/ Tablet PoS Brick & Mortar Call Center Webshop Social Media Market Places Customers interact with companies via numerous touchpoints and expect an integrated service  45% of home depot store visitors first gather information online*  > 40% of Saturn online customers pick up their products in brick and mortar stores  > 20% of customers already use their mobile phones to check prices online while shopping in brick and mortar consumer electronics Example of a Customer Journey *http://www.internetretailer.com/2011/02/15/how-home-depot-provides-consistency-store-and-online Cross Channel Oriented Customer Processes  Buy anywhere, pick up and return anywhere  See what is available where and when  Consistent pricing and product information across all touchpoints  Be recognized as same customer across touchpoints  Receive “adequate” marketing recognizing purchasing history across all touchpoints, time and place Aware Inform Try Order Get Pay Buy next generation Return
  • 5 | Cross Channel Commerce Solution aroma In the early days, E-Commerce was set up as a separate business unit with separate processes and IT systems Touchpoints  During the 1990ies and early 2000 companies conceived and managed their E-Commerce activities as largely separate operations with minimal touchpoints to reduce investment costs and risks  For example: In 2005 a retailer had its traditional brick and mortar business and a separate unit for E- Commerce with a separate operation and minimal interaction between the two  Each value chain comes with its systems and processes optimized for respective tasks (see the value chain of PoS Brick & Mortar and E-Commerce) Customer Journey Aware Inform Try Order Get Pay Buy next generation Return PoS (Brick & Mortar) Webshop Brick and mortar store Marketing Planning, Finance,Content, Reporting & Analytics IT, HR, Customer Care Purchasing B2B Store Logistics Source adapted from Ellram, La Londe, Weber, 1999 BackendFrontend IT Customer Care (Online) Marketing Webshop order management Financial Services Warehouse Logistics Transport Reporting, Analytics, Loyality E-Commerce Value Chain PoS Brick & Mortar Value Chain
  • 6 | Cross Channel Commerce Solution aroma ...as a result IT systems and processes need to be aligned Touchpoints Mobile/ Tablet Call Center Webshop Social Media Market Places Alignment of IT Systems and Processes:  Every business operation has processes and IT systems that have been optimized for their respective tasks, such as logistic systems for store deliveries  For cross channel business, these processes and systems need to be connected.  A cross channel commerce hub connects the channels in an intelligent way Customer Journey Aware Inform Try Order Get Pay Buy next generation Return PoS Brick & Mortar
  • 7 | Cross Channel Commerce Solution aroma 1. MARKET TRENDS  Towards Touchpoint Oriented Commerce  Need of Cross Channel Commerce Hubs 2. OUR SOLUTION: AROMA  Cross Channel Commerce Hub  Platform Core Features  Modules 3. YOUR BENEFITS 4. COMPANY OVERVIEW  Bertelsmann  arvato Systems OUR SOLUTION AROMA
  • 8 | Cross Channel Commerce Solution aroma Cross Channel Commerce Architecture Challenge: Alignment of Touchpoints and Execution Market Touchpoints  Customer centric and touchpoint optimized apps  Rapid innovation cycle  Continuous rollout of new services Execution processes  Service partner ecosystem  Optimized processes specialized services such as logistics, payment  Internal and external partners Mobile/ Tablet PoS Store MarketplacesSocial MediaCall Center Self-ServicesWebshops Logistic Drop Shipper Debitor MgmtCall CenterDirect FC Payment3PL
  • 9 | Cross Channel Commerce Solution aroma Cross Channel Commerce Architecture Approach: Introduce a Cross Channel Commerce Hub Market Touchpoints  Customer centric and touchpoint optimized apps  Rapid innovation cycle  Continuous rollout of new services Aware Inform Try Order Get Pay Return Cross Channel Commerce Hub  Customer touchpoint processes  Central place for cross channel intelligence  Coordination of execution Execution  Service partner ecosystem  Optimized processes specialized services such as logistics, payment  Internal and external partners Logistic Drop Shipper Debitor MgmtCall CenterDirect FC Payment3PL Mobile/ Tablet PoS Store MarketplacesSocial MediaCall Center Self-ServicesWebshops
  • 10 | Cross Channel Commerce Solution aroma arvato Systems has developed a Cross Channel Commerce Hub with Process Intelligence Touchpoints Mobile Tablet Store PoS Call Center Web Shop Social Media Market Place Self- Service Service Network Logistic Drop Shipper Debitor Mgmt Call Center Direct FC Payment3PL Modules Aware Inform Try Order Get Pay Return ServiceGateway Module Drop-Shipper Module PointofSales Module ServiceCenter Module LocationBased ServicesModule Reportingand AnalysisModule Customer and Order Journey aroma aroma Software Platform  Customer data, order data, product data, inventory data  Single source of truth  Connect various sub systems easily via central data hub  Minimize changes to existing systems (Integration of legacy IT)  Enable easy exchange of suppliers (Overcome lock-in effects)  Launch new countries fast  Enable complex fulfillment scenarios and optimize stock levels and flow of goods (i.e. cross docking, drop shippers, order splits, processing of gift cards, bundles)  Efficient and effective delivery of orders that consistently meet the customer expectation  Optimize stock levels and flow of goods  aroma comes in modules that can extend existing solutions  Central reporting and analysis capabilities
  • 11 | Cross Channel Commerce Solution aroma aroma: Platform Core Features Key Features  Internationality (multi-client, multi-currency, multi-language, tax handling)  User friendly web-based tools incl. advanced search and filter capabilities  Automated communication with template based email editor (building blocks, multi-language support)  Central view on defined KPIs (sales, top sellers, etc.) Master Data Management  Management of customer master data  Selective distribution of customer data to external systems  VIP customers for advanced services  Support for connection of various warehouses, drop shipments, cross docking, brick and mortar stores Stock Management  Extensive stock management (distinction between physical and virtual stock)  Management of non-inventory stock such as gift cards, vouchers, downloads, flyers and brochures  Aggregation of all stocks (Physical, virtual, cross docking)  Processing of stock updates from different warehouses
  • 12 | Cross Channel Commerce Solution aroma aroma: Platform Core Features Advanced Order Fulfillment Scenarios  Rule-based coordination of order processing  Order split for partial deliveries, digital and physical deliveries or service contracts as well as management of bundles, and services  Shipment consolidation for a customer  Management of B2B and B2C orders Order Processing  Back order management and replacement delivery  Cancellation of orders and delivery at any time  Mass cancellation  Creation of accounting records for external debtor management system Fulfillment / Warehousing  Processing of all activities from the logistics  Management of carrier track & trace information  Transfer invoice/ delivery note to logistic system Return Handling and Processing  Calculation of refunds based on configurable business rules  Handling of gift cards (refund amount based on actual card value)  Return handling and processing via central warehouse Advanced Fraud and Risk Management  Interface to external risk management systems  Blocking of customers/ Management of white and black list/ FSR 18 processes Payment  Support of various payment methods such as credit cards, Paypal, direct debit, open account, cash on delivery, gift cards, vouchers, bonus card  Handling of article, order and customer based good will credit  Processing of gift cards and vouchers as payment combinations is possible
  • 13 | Cross Channel Commerce Solution aroma aroma Module: Service Center Cockpit Web-based application which provides call center agents a single source of truth for the entire customer and order journey Single Source of Truth (360° View)  Integrated view on all customer order and communication details  Customer history including all orders, delivery, customer contacts, master data changes, returns, credit limit changes, payments  Inventory visibility across all warehouses (both internal and external) and suppliers Efficient Call Center Processes  Cancellations, partial cancellations, place an order, change of data, good will credits, trigger replacements, returns information  Order clarification e.g. pool including rule-based claim management, ticket system and communication with service providers such as finance or logistics
  • 14 | Cross Channel Commerce Solution aroma aroma Module: Point-of-Sales Cockpit Web-based application which enables retailers to use their own brick and mortar stores as points of order collection or return for the online business. Web-based Order Management  Orders to be collected in brick and mortar stores  Confirmation of entry, collection and return Printing  Ad-hoc generation of various lists for manual processing  Deliveries, collections and returns Communication  Automatic customer notifications by mail or SMS  Order collection information and reminder  Integration with store scanning systems User-Friendly Tool  Hands-on experience of PoS processes could be taken into consideration BDE Scanner at PoS Real-time notification (customer)
  • 15 | Cross Channel Commerce Solution aroma aroma Module: Drop-Shipper-Cockpit Web-based application which enables drop shippers to become an integral part of the fulfillment process chain without the need for IT integration. Full Connection of Drop Shippers via Browser  No technical limitations, easy connection via a web interface, no IT needed  Interfaces for full IT integration of drop shippers available Web-based Order Processing  Printing of delivery notes  Delivery confirmation  Cancellation Return Processing  Returns from right of cancellation or from warranty  More than 200 drop shippers connected.
  • 16 | Cross Channel Commerce Solution aroma 1. MARKET TRENDS  Towards Touchpoint Oriented Commerce  Need of Cross Channel Commerce Hubs 2. OUR SOLUTION: AROMA  Cross Channel Commerce Hub  Platform Core Features  Modules 3. YOUR BENEFITS 4. COMPANY OVERVIEW  Bertelsmann  arvato Systems YOUR BENEFITS
  • 17 | Cross Channel Commerce Solution aroma Your Benefits: Buy what you really need The arvato Systems solution is a result of many years of experience in Cross Channel Commerce processes around the globe.  Designed for cross channel processes  Independent from the frontend technology (Webshop)  Adequate feature set for cross channel process, e.g. including PoS tool, drop shipper module, call center tool, etc.  Modern modular architecture  Allow to start with selected modules such as brick and mortar portal for web shops  Enable fast implementations  Global professional support structures Download the aroma white paper at http://aroma.arvato-systems.com
  • 18 | Cross Channel Commerce Solution aroma 1. MARKET TRENDS  Towards Touchpoint Oriented Commerce  Need of Cross Channel Commerce Hubs 2. OUR SOLUTION: AROMA  Cross Channel Commerce Hub  Platform Core Features  Modules 3. YOUR BENEFITS 4. COMPANY OVERVIEW  Bertelsmann  arvato Systems COMPANY OVERVIEW
  • 19 | Cross Channel Commerce Solution aroma Bertelsmann – International leading media and service company Facts & Figures  15,3 bn € turnover*  Over 100.000 employees in more than 50 countries  More than 1.000 legal entities *FY 2011 The No. 1 European broadcaster The world's largest book-publishing group Europe's biggest magazine publisher Leading European BPO provider
  • 20 | Cross Channel Commerce Solution aroma arvato – leading European BPO Provider Facts & Figures  5,4 bn € turnover*  Over 68.000 employees in 36 countries  More than 20.000 employees in Germany *FY 2011
  • 21 | Cross Channel Commerce Solution aroma arvato Systems IT for Better Business. Facts & Figures  More than 30 years experience in IT– Services  Locations in Europe, North America and Asia We know that IT is the heart of successful business.
  • 22 | Cross Channel Commerce Solution aroma arvato Systems locations Further locations in Germany: Augsburg, Baden-Baden, Dortmund, Düsseldorf, Greven, Hamburg, Köln, Leipzig, München, Rostock, Walldorf, Wiesbaden Headquarters Offices
  • 23 | Cross Channel Commerce Solution aroma Your contact Dr. Volker Hoyer volker.hoyer@bertelsmann.de