A true data driven digital transformation that delivers superior customer experience_Stibo Systems_Grupo Exito

1. Camilo Gallego
VP Services – Grupo Éxito

3. Grupo Éxito – Our Business
4 COUNTRIES 14 RETAIL BRANDS +1500 STORES
Brazil
Colombia
Argentina & Uruguay

4. Grupo Éxito – Our Business
CUSTOMERS SUPPLIERS
E-COMMERCE
TRANSACTIONS
7M 4.5K 300M 4%
CLIENTS
B2B
B2C
“Retail eCommerce represents 4.2% of Latin America’s retail industry.”
Source: "Latin America eCommerce 2019" June 2019. eMarketer
TRANSACTIONS
PER YEAR
300M

5. Grupo Éxito – Business Units
RETAIL COMMERCE CASH & CARRY E-COMMERCE
574 stores where we provide our
customers access to our products and
services.
A variety of regional, national, and
imported products of high quality and at
competitive prices for professional
customers.
Digital channels and tools to satisfy
customer needs wherever they are
located and at any moment they desire.

6. Grupo Éxito – Business Units
COMPLEMENTARY
BUSINESSES
REAL ESTATE PRIVATE LABELS
Credit Cards, Insurance, Tourism and
Mobile services. Catalogues of textile
products and international money
transfers.
The Company boasts 12 commercial
centers and 15 commercial galleries
which house a total of 4,500 tenants.
Ample portfolio of innovative products
submitted to strict quality controls and
offered at affordable prices.
Food & High
volume
consumer
products
Textiles
Personal &
Cosmetic Care

7. Grupo Éxito in the Future
HYPER
PERSONALIZATION
OMNICHANNEL
EXPERIENCES
E-STRATEGY BASED ON
CREATING EXTRAORDINARY
CUSTOMER EXPERIENCES
INNOVATE AND SURPRISE
CUSTOMERS WITH NEW
PRODUCTS & SERVICES

8. Challenges – New Shopper
ECO FRIENDLY MOBILE PREFERENCES MULTICHANNELINFLUENCERS COST
CONVENIENCE SOCIAL MEDIA MODERN FAMILY
HEALTHY
LIFESTYLEREVIEWS EASE

9. Industry Evolution
SINGLE CHANNEL MULTI CHANNEL CROSS CHANNEL OMNI CHANNEL

10. Challenges – Multichannel Customer
WEB
MOBILE
STORE
CALL CENTER/
CHAT
SOCIAL MEDIA
CATALOGUE
EMAIL
TV & RADIO
Multiple
Channels
SEARCHEXPLORE PICK UPPURCHASE RECEIVE COMMENTUSE
I Need a
product
Search in web
Search product
info
Look in store
Ask in social
media
Saw in catalogue
Shop online
Choose product
Check product
comments
Adjust delivery
date
Receive
confirmation
Pick up in store
Deliver at home
Use product
Complain
Product
qualification
Social media
comments

11. New ways of interacting with customers
HYPER PERSONALIZATION
VIA APPs WHATSAPP SHOPPING
CARULLA SMART MARKET:
PAYMENTS MADE VIA FACIAL
RECOGNITION OMNICHANNEL EXPERIENCES
In all of these new initiatives, product information was fundamental
to give the right experience to every customer

12. Grupo Éxito – In the Past
Product
Managers
Publishing
Marketing
Merchandiser
Copy
Images
Images
Source
Images
SPEC
Images
Copy
SPEC
Images
Copy
SPEC
Copy
Images
Images
SPEC
Copy
Copy
Buyers
PUBLISHING
Call center
eCommerce
Logistics
Catalogs
Pos
Market Place
DATA GENERATION
SUPPLIER 1
SUPPLIER 2
SUPPLIER 3
ERP

13. El Éxito Ecosystem with Product MDM
DATA GENERATION PUBLISHING
Call Center
eCommerce
Logistics
Catalogs
Pos
Market Place
MARKETING SALES &
OPERATIONS
OTHER
BUSINESS
ECOMMERCE
SUPPLY CHAIN
CUSTOMER
SERVICE
Related
Products
User Manuals
Audit Logs
SKU, EAN, PLU
Cross-Selling
Translations
Customer
Evaluations
Videos
Product
Categories
Attributes
Product
Details
Unit
Measurements
Images
SUPPLIER 1
SUPPLIER 2
SUPPLIER 3
PIM

15. Solution
Product
Managers
Buyers Marketing Merchandiser Publishing
DATA ADMINISTRATION
DATA GENERATION
SUPPLIER 1
SUPPLIER 2
SUPPLIER 3
PUBLISHING
Call center
eCommerce
Logistics
Catalogs
Pos
Market Place
ERP

16. Reduce Time to Market:
New Shoppers search the same product in different channels of different suppliers.
The key: Outstanding offer, continuous relevance in the market.
Benefits
MORE PRODUCTS
IN LESS TIME
BE MORE COMPETITIVE;
LOYALTY
VTEX INTEGRATION

17. Products with more information:
New buyers will make a purchase if the product information is complete.
Benefits
PICTURES & VIDEOS MORE PRODUCT
ATTRIBUTES
SUPPLIER
INFORMATION
After the MDM implementation, the conversion rate on Black Friday increased by 2x

18. Benefits
FAST
ONBOARDING
NEW DIGITAL
CHANNELS
LESS RETURN
RATES DATA QUALITY
INCREASE SALES
THROUGH
UPSELL &
CROSS-SELL
INCREASE
REVENUE;
OPERATIVE COST
REDUCTION
REDUCE TIME TO
MARKET

19. Next Steps – Supplier Portal
SINGLE POINT OF ENTRY FOR
ALL SUPPLIERS
Creation and enrichment of products
IMPROVE QUALITY
AND QUANTITY
of SKU’s information
EFFICIENCY CATALOG
PROCESS
+ products + channels
REDUCE INFORMATION
ERRORS

20. Next Steps – Cross Border Market Place
100K products
to
1M products
Complete information for all products
regardless the supplier

21. #1 Building unique customer experience starts with rich and
enhanced product data.
#2 Consistent content across channels is critical to enable an
Omnichannel strategy.
#3 Optimized Time to Market leveraged through a PMDM is
critical for success.
Actionable Takeaways from this session: