Increase Customer Loyalty Through an Omni-Channel Approach

Copyright © 2017 HCL Technologies Limited | www.hcltech.com
SPAR Hypermarket
Hybris B2C Journey
Brick and Mortar to Omni-channel Transformation

Copyright © 2017 HCL Technologies Limited | www.hcltech.com2
CTO
SPAR India
Hybris Lead, North America
SAP Applications
HCL
CTO,
SAP Applications
HCL
SUNIL NAIRERIN KNIGHTSHAWN BRODERSEN
Presenters Today.

REV: €33B
12,176
SPAR Stores
13M
Daily Store
Customers
337,000
Employees
42
Countries
one of the world’s largest food store chains

SPAR EUROSPAR
INTERSPAR
SPAR Express
SPAR
Store Formats

Transformation Objectives.
Capture Wallet
Share
Beyond
Brick & Mortar
Product Quality
& Experience
Enterprise-grade
Omni-Channel
Pilot SPAR
Hypermarket
Capture larger portion of
SPARloyal customers’
spend with online
competitors.
Extend beyond brick
and mortar to offer
web and mobile
engagement points.
Maintain level of
productquality and
service experience
across all channels
Providescalable
enterprisegrade
omni-channel
platformto support
its customers’ diverse
and evolving needs.
Pilot with SPAR
Hypermarketin
India

B2C
Commerce
Product Content
Management
Omni-Channel
Fulfillment
Contextual Customer
Experience
Contextual
Merchandising
Key Business Functions.

Priya
ORGANISED | MULTI-TASKER | TECH-SAVVY | SMART SHOPPER
32 YEARS MARRIED (2 KIDS) PUNE
GOALS
Effective utilization
of time
My shopping time is
limited so I try to get
everything I need as
quick as possible.
“
Easy returns and
payments
Ensure the highest quality
products and services for
the best price
Sometimes after I reach home, I
notice the quality is not as good
as it looked in the store. I don’t
have enough time to go back
and return the items.
“ My shopping time is limited
so I try to get everything I
need as quick as possible.
“
FRUSTRATIONS
- Lack of time
- Unpredictable office schedule and work load
- Issues with product quality take too much time to
resolve
- Long lines at the store after a long day at work
- Difficult to manage kids at the store while shopping
MOTIVATIONS
Convenience
Home
Delivery
Ease
of Use
Quality
Time
Offers
USER EXPERIENCE GOALS
Ease of Navigation Quick Results Accessibility Simple Design Easy to Understand

8 Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Female | 32 Years | Banking Professional
“My shopping time is limited so I try to get
everything I need as quick as possible”
PRE- HYBRIS
JOURNEY MAP
TASKSTHINK&FEEL
GETTING STARTED FOR
THE DAY
BUSY OFFICE
SCHEDULE
DELIVERY POST DELIVERY
Starts the day
with a freshly
brewedcupof
coffee
Prepares
breakfastfor
the family
Prepares lunch for her
kids and handles a few
chores around the
house
Sends her
kids to
school
Leaves for
office
Attends meetings
and also checks
on her kids to
ensure they
arrived at school
on time
Finishes
at work
and
leaves
for the
day
Picks up
kids from
school
Takes her
kids with
her to the
market
Once home she puts
away the groceries and
prepares dinner for her
family
Has far too many
bags to carry
home from the
store
Pulls up
her
shopping
listwhile at
the store
Walks around the
store to pick up
the items on
shopping list
Checks
nearbystores
online to
confirm the
time they
close today
After dinner
she
realizes the
veggies
Stands in the
long checkout
lines
“We arerunninglow
on a few things so I
need to get groceries
today“
“I need to leavework
early to makeitto
the marketbeforeit
closes”
“I hopeI can finish
on timetoday” “There areso many
customers in thebank
today.I may notbeable
to leaveearly ”
“I don’thaveeverything I
need to makedinner tonight.
I will haveto go now.I’m
already late“
“It’s been a really
hectic day and there
is still so muchmore
to do beforedinner”
“I lovethe variety of
productsin this storeand
all of thedealsand offers
I’mfinding”
“I hatelonglines.My
kids aregetting antsy
too ”
“These heavy bagsand
my kids aremaking
the trip homeso
difficult”
” I checked these
in thestore.How
did they spoil so
fast?”
“I wish therewas an
easier wayto return
the veggies”
she picked up
are not as fresh as
they looked in the store
PRIYA

PRIYA
Female | 32 Years | Banking Professional
“My shopping time is limited so I try to get
everything I need as quick as possible”
POST HYBRIS
JOURNEY MAPTASKS
GETTING STARTED FOR THE DAY BUSY OFFICE SCHEDULE STORE PURCHASE POST PURCHASE
Starts the day
with a freshly
brewedcupof
coffee
Prepares
breakfastfor
the family
Prepares lunch for her
kids and handles a
few chores around
the house
Sends her
kids to
school
Leaves for
office
Attends
meetings and
also checks on
her kids to
ensure they
arrived at school
on time
Finishes at
work and
leaves for
the day Picks up
kids from
school
Helps her
kids with
homework
Opens the website to
check the return policy
and returns the carrots
Everything
looks great
except the
carrots.They
do not look
fresh.
The
grocery
arrives at
the
scheduled
time and
as per her
list
She enjoys her
dinner with her
family
Goes to the
online website
to order her
groceries and
selectthe
time of
delivery
The SPAR Delivery
Specialist arrives at Priya’s
house to exchange the
rotten carrots with fresh
carrots
Opens the
bags to check
her groceries
and then puts
them away
THINK&FEEL
HCL INNOVATION
Hybris CEC for B2C Transformation | Managed Services offering on Public Cloud (Azure) | Transformation from Brick & Mortar Grocery chain to Digital Enterprise | Inventory picked from physical
stores, scheduling delivery slots, return management | Payment Gateway, Address Verification Service, Rating & Reviews, Tax and shipping Services
“We are running low on
a few thingsso I need
to get groceriestoday“
“I need to leavework
early to make it to the
market before it closes”
“I hope I can finish
on time today”
“There are so many
customers in the bank
today. I may not be able to
leave early ”
“I think I should orderthe
groceriesonline. I can do this
while I am still at work.”
“I can spend all the time
with my kids today. I
need not worry about
the grocery.”
“The quality ofproductsisso
good. Just asthey offer on the
store. “
“Oh great! The groceries
arrived right on time”
“I don’t like these
carrots. I hope I can
easily return them.”
” The delivery
specialist wassuper
friendly and the
exchange waseasy!”
“The delivery specialist
isalready here to take
the carrotsback. I love
the service.”

Organization &
User Management
Product Content
Management
Pricing
Management
Cart
Functionality
Customer
Contact
Search &
Browse
Promotions
& Discounts
Shopping
Cart
Payment
Gateway
Loyalty Card
Integration
Order Management,
Fulfilment & Delivery
Payment&
Checkout
Order
Fulfillment
ProcessScope
FunctionalityScope
Implementation Scope.

+
Central Office
Customers
Business
Users
Service Reps
External Systems
Payment Systems
Delivery & Logistics
Last Mile
Delivery
HCL Commerce Cloud Accelerator.

Business Impacts.
• New revenue channelsthrough web store and mobile apps
• Optimized utilization of store inventory and infrastructure for better
customer service and fulfilment
• Improved store operationswith simplified pick pack and ship process
• Avoid order and collectionleakage with proper reconciliation functions
• Omni-channelexperience for customers with seamless transition
between store and web for loyalty programs, promotions, and
discounts

Thanks to the entire HCL team to make this happen. The unique thing about this project
was the feeling that one got, it was never a Technology project but a Business project.
And we all worked as One team to achieve this. This would not have been possible
without the support of all the HCL members listed and their contribution towards this
journey.
Sunil Nair, Sr. VP - Technology & Biz. Solutions
SPAR Hypermarket

Transform Experience. Transform Business. Repeat.
SAP Enterprise Digital at

Increase Customer Loyalty Through an Omni-Channel Approach

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