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Cloud Innovation: Consumer Packaged Goods eBook

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Cloud Innovation: Consumer Packaged Goods eBook

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Cloud, mobile and social technologies are dramatically changing the way consumer goods companies and retailers operate and interact with consumers. In this eBook, we look at 10 real-life case studies of how companies like L’Oreal USA, Brown Forman, Starbucks and 1-800-Flowers are using cloud, mobile and social technologies to reimagine their operations, consumer and partner relationships. Get inspired by their stories and get started on your path to the cloud!

Cloud, mobile and social technologies are dramatically changing the way consumer goods companies and retailers operate and interact with consumers. In this eBook, we look at 10 real-life case studies of how companies like L’Oreal USA, Brown Forman, Starbucks and 1-800-Flowers are using cloud, mobile and social technologies to reimagine their operations, consumer and partner relationships. Get inspired by their stories and get started on your path to the cloud!

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Cloud Innovation: Consumer Packaged Goods eBook

  1. 1. CLOUD POWERED INNOVATION IN CONSUMER PACKAGED GOODS
  2. 2. Cloud Mobile Social 90% of consumer goods companies aim to implement or at least pilot cloud solutions by 2014 (source) 38% of daily media interactions on mobile phones (source) Social and mobile shoppers spent 27% more than those using traditional channels (source) Cloud, Mobile, Social are Reshaping Retail and Consumer Goods 25% Consumer Packaged Goods purchases are influenced by social media (source)
  3. 3. Leading Consumer Goods Companies are Using Cloud, Mobile and Social Technology to Rethink their Business Consumer Relationships Retailer and Supplier Relationships Workforce Operations Cloud Mobile Social
  4. 4. Consumer Relationships • Direct-to-consumer • Social marketing and collaboration • Consumer self-service
  5. 5. Consumer Relationships 5 CLOUD MOBILE SOCIAL Starbucks had an idea in late 2008 to launch a social campaign to drive a national pledge for service to coincide with President Obama’s inauguration in mid-January. The challenge was that it was just 3 weeks away and they had no idea how much traffic to expect to the site. Appirio rose to the occasion, building a highly scalable interactive website using Salesforce’s Force.com platform in just 21 days . The site allowed millions of users to search 30K+ volunteer opportunities, sign up, and spread the word through an integrated Facebook application. The site scaled seamlessly to support massive traffic when the brand’s CEO featured the app on Oprah and raised 1.3M hours of volunteer time from participants nationwide. Social Consumer and Community Engagement • Millions of Users • App showcased on Oprah • Raised 1.3M hours of volunteer time from participants • Built using Salesforce platform • Completed in 3 Weeks "With the cloud, we can make ridiculous things happen in a short period of time." - Chris Bruzzo, SVP Channel Brand Management
  6. 6. 6 CLOUD MOBILE SOCIAL Consumer Relationships An American multinational consumer goods was facing a company-wide product recall. To make matters tougher, the Brazilian government was threatening country-wide action if the company did not streamline its product recall process immediately. In just 3 days, from initial phone call to a fully operational product recall site, Appirio developed a website solution using Salesforce Sites for consumers to request monetary reimbursement or product exchanges in return for defective products. In addition to basic functionality, the site included complex Portuguese language requirements and high security features, given the bank data involved. Within just days, the site was up and processing 100s of recall reimbursements and product exchanges, saving the company from facing country-wide sanctions and fines. Consumer Self-Service for Product Recall • 100s of users • Built using Salesforce platform • Completed in 3 days
  7. 7. 7 CLOUD MOBILE SOCIAL Consumer Relationships The hair care division of the world’s largest cosmetics and beauty company relies on salons and store owners for business, but providing them incentives and rewards for their loyalty was challenging. The loyalty system they had in place made it difficult to launch new promotions quickly and required weeks of effort from valuable IT resources. Appirio built a custom rewards program application using the Salesforce platform that calculates award balances, points awarded and redeemed across multiple brands, programs and membership tiers. The applications integrates with SAP for order placement and connects to 6 brand websites for use by 100,000+ salons and stylists. Appirio did in 3 months, what it had taken 6 years to build out in the original system. And with the new system in place, the company is able to roll-out brand programs more frequently and properly reward loyal customers, to keep them coming back for more. Cloud Powered Loyalty Program • Integrates data from 6 product websites for use by 100,00+ salons and stylists • Custom Salesforce application with SAP integration • Completed in 3 months "Today, the field is more empowered and has better information than in the past. They can pool their own information, look at it themselves, or ask us to help." - Senior Manager, Salon Care
  8. 8. Workforce • Social collaboration • Real-time talent management
  9. 9. 9Workforce CLOUD MOBILE SOCIAL The world’s largest cosmetics and beauty company demands a brand and user experience that is consistent with their leading brand. Unfortunately, the way their sales reps communicated with salons and retail outlets, was falling flat. Each month, HQ distributed 2GB of content on 1,000s of CDs mailed to each individual rep that showcased the latest and greatest for the products they were pushing. It was costly, cumbersome and not in line with the forward-thinking brand. Appirio developed a unique user experience using Salesforce Authenticated Sites, Calendaring and Content that displays recent announcements, featured content for easy access and sharing based on individual role. Additionally, reps use Chatter to collaborate around how to best use content in the field. Now, all product information, promotions, events and updates are easily accessible from one place and the social functionality allows reps to share tips and stories about their experiences in the field. The online portal also saves money and the environment. Branded Sales Enablement Community • 1,000+ users • Salesforce Portal, Chatter and Content Management • Completed in 4 weeks
  10. 10. 10Workforce CLOUD MOBILE SOCIAL The American-owned spirits and wine distributor was a siloed and somewhat traditional organization in that they had employees all over the world that didn’t have the means to collaborate. They did have a traditional SAP portal in place, but it wasn’t user-friendly and adoption was extremely low. After hiring a new CEO who wanted to revitalize the company, global collaboration became a key initiative. Brown-Forman employed Appirio to roll-out an employee collaboration portal built on Salesforce with a graphic iPad-like user interface. A combination of a social enterprise blueprint designed to identify use cases and ensure adoption, and the CEO’s passion for top-down collaboration made the portal a huge hit, both in the US and abroad, allowing cross-company collaboration. Global Employee Collaboration Portal • Salesforce platform and Chatter for social collaboration • Completed in 2 months “With more than 3,000 employees in more than 135 countries, keeping our employees connected, informed and aligned—all in real-time—is critical to delivering customer satisfaction.” - Jennifer McClinton, Director of Technology Development
  11. 11. 11Workforce CLOUD MOBILE SOCIAL The US-based airline that offers low- fare, high-quality service between major metropolitan cities across the country was having trouble communicating with its employees. With the majority of employees in the air or working on the ground at airports, it was impossible for them to access the company’s legacy intranet system on a mobile device, leaving them feeling disconnected from the fun-loving brand. Virgin turned to Appirio to create a social and mobile employee intranet. The mobile-optimized intranet has Salesforce Chatter and Content embedded into the portal, enabling cross-company collaboration for 2,700 users. Now, pilots, flight attendants and ground crew can access the social intranet on-the-go to get the latest and greatest company announcements and news and communicate with other employees. As a result, the average site visit has gone from just 45 seconds to 6 minutes, with employees finding a way to stay connected on the road. Social and Mobile Employee Intranet • 2,700 users • Built using Salesforce Company Communities • Completed in 6 weeks • Increased time on site by 8x "VXConnect is now up and running and the initial response has been tremendous.” - Ben Eye, Communications & Events Manager WATCH THE VIDEO HERE
  12. 12. 12Workforce CLOUD MOBILE SOCIAL 1-800-Flowers, a floral and gift retailer and distribution company based in the United States, was missing out on the opportunity for its employees to have deeper, more meaningful interactions and better collaboration. Their existing intranet and email system were dated, difficult to use and offered no ability for sharing documents, tracking revisions or collective scheduling. Appirio Replaced Bloomnet, the prior system, with Google Apps, Google+ and Google Docs for 1,400 users nationwide. Smilelink, a new intranet portal was developed with Google Sites templates and served as the HR department‘s home page. Appirio also developed a community engagement and training plan to ensure adoption and maximize the impact of the new intranet. Google provided a unified platform for both internal collaboration and external marketing, making it easier for employees to share and track interactions, while making it easy to maintain and update the intranet without IT support. 1-800-Flowers now has a social intranet that’s engaging, fresh and easy-to-maintain. Social Employee and Partner Intranet • 1,400 users • Built using Google+, Apps, Docs, Sites • Completed in 7 weeks
  13. 13. Operations • CRM and mobile sales enablement • Mobile retail execution • Kiosk/store operations management
  14. 14. 14Operations CLOUD MOBILE SOCIAL A multinational alcoholic beverages company and World's largest producer of spirits had limitied visibility into quality control after production was complete. They were shipping product all over the world, without full visibility into what was happening at the store level. Appirio built a mobile quality survey app on the Salesforce platform that allows the company to send out e-mail requests to employees to sample product quality from store locations based on a GPS code. The app supports 5 languages and multiple mobile devices, providing visibility by brand, region, country, etc.  The app has helped to resolve local issues with product shipping and handling with improved product quality to the consumer. The improved reporting capabilities, provided by the app in dashboard form, help the company assess product quality across numerous filter parameters and offer greater insight into customer needs and quality concerns. Mobile Quality Control Survey • Mobile app powered by Salesforce platform and HTML5 • 5 Asian languages and 20 filter points • Completed in 3 weeks
  15. 15. 01110110 01 01110 00100000 0110 1110011 00100000 0111010 01101000 01100101 00100000 01100011 01101111 01101111 01101100 01100101 01110011 11010001001001 01110110 01110110 01 1110 00100000 0110 0011 00100000 0111010 1000 01100101 00100000 0011 01101111 01101111 1100 01100101 01110011 010001001001 01110110 15Operations CLOUD MOBILE SOCIAL The world’s largest cosmetics and beauty company manages thousands of combinations of beauty advisors, brands and store locations. Employee quotas and performance were tracked in spreadsheets, which was extremely labor intensive and inhibited timely analysis. Appirio built a custom Salesforce application with complex sharing rules pertaining to Beauty Advisor Managers and Brand Managers to keep geographies and brands separate. The application included custom objects for Doors (individual store location, i.e. Macy's SF), Accounts (Macy’s), Beauty Advisors (Contacts) and Performance for reporting across the entire business. By having all this data at their finger tips and being able to slice and dice it across accounts, brands, geographies, managers have been able to measure the performance of each Advisor against their weekly, monthly and quarterly goals. And in turn, they have been able to establish and refine training programs based on performance data to help improve sales or reallocate Beauty Advisors from one location or brand, to another where they can have more impact. Real-time Beauty Advisor Talent Analysis • Custom Salesforce app • Completed in 7 weeks
  16. 16. 16Operations CLOUD MOBILE SOCIAL For a global high fashion and cosmetics brand, managing field sales, including orders and pipeline for retail stores, was nothing short of a “spreadsheet frenzy”. The 18 year-old homegrown system built with LotusNotes eForms involved lots of manual updates and disconnected data. With data stored in numerous disparate systems, tracking and reporting tended to be done in spreadsheets, offering no visibility across the organization and taking up a considerable amount of time from both field sales reps and management. Appirio deployed a custom Salesforce CRM system that improved the field sales experience by providing a single point of reference for business processes and an access point for SAP data, including orders. By reducing time spent on administrative tasks, the new system enables field sales personnel to spend more time in stores coaching team members, promoting products, and driving customer satisfaction. Cloud-based Retail Operations • 200 users • Salesforce CRM integrated with SAP • Completed in 5 months
  17. 17. Retailer and Supplier Relationships • Streamlined partner marketing and onboarding • Social partner collaboration
  18. 18. 18 CLOUD MOBILE SOCIAL Retailer and Supplier Relationships The professional division of an American multinational consumer goods company serves a wide range of industries, including food service. With thousands of customers under its belt, the company was experiencing difficulty managing service requests from business partners and as a result, the company’s response time was suffering. With the help of Appirio, the company revamped how they manage customer service requests, content and metrics by developing a custom-skinned portal with a dashboard gauge component displaying metrics on store cleanliness and compliance, based on inspection reports. The securely available portal not only makes it easier for business partners to submit and track requests, it is also customized to their individual brand, making it a familiar and easy-to-use experience. Branded Partner Community • Improved response time • Custom branded Salesforce portal • Completed in 10 weeks
  19. 19. Getting Started on Your Path to the Cloud If you’re inspired by these examples and want to get started on your path to the cloud, we’ve identified three simple steps to get started. Assess Current State Identify and Prototype Opportunities Create Cloud Transformation Roadmap Start by understanding your company’s strategic priorities and how the current technology aligns with those priorities. The objective is to identify where the biggest gaps are. The next step is identifying the areas where cloud, mobile and social technology could help achieve business goals more quickly and efficiently (take a look at our customer use cases as a starting point). We suggest starting with a long list that you can prioritize based on potential impact and risk. Consider crowdsourcing development of your cloud prototypes or PoCs if you don’t have the expertise in-house. The final step is prioritizing opportunities. Assess the risk and reward associated with each opportunity and then sequence projects based on your appetite for risk and financial objectives. Turning the roadmap into reality requires a solid business case as well as a change plan for your organization. Quick wins and prototypes are keys to getting commitment to drive a broad cloud transformation program.
  20. 20. Appirio is a global services provider who uses crowdsourcing and cloud, social and mobile technology to help enterprises reimagine their business and become more agile. Appirio brings together technology expertise with a deep understanding of the way people work, and the nearly limitless skills of a crowdsourcing community of 70,000+ developers, to help enterprises transform relationships with their customers, partners and workforce. Appirio has worked with more than 500 enterprises, including organizations like Facebook, Intuit, Japan Post Network, L'Oreal, McGraw-Hill, NetApp, The Four Seasons, and Virgin America. The company is backed by Sequoia Capital, GGV Capital and General Atlantic. © 2013 Appirio, Inc. 760 Market Street 11th Floor San Francisco, CA 94102 650.268.9911 www.appirio.com share

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