The document discusses how technology is changing customer behavior and the need for companies to adopt a multichannel approach. It notes that customers are increasingly using mobile devices and social networks to research and purchase products. The rise of online reviews also means that customer service is becoming more important. The document then introduces SAP's Web Channel Experience Management solution to help companies create a personalized, convenient omnichannel experience for customers.

1. Multichannel Commerce & The Digital Customer
Jamie Anderson, Global Marketing Director, eCommerce & Multi-channel solutions, SAP AG
September, 2012

2. The Good Old Days

3. Now

4. Social Networks are eating the World
1.3B 1.1B 1.0B
900M+ 330M+ 310M
Barry Libert, Open Matters
© 2012 SAP AG. All rights reserved. 4

5. Mobile is fuelling the new human consumption model
2012: 327M U.S. 2013: mobile phones most 2015: mobile phones
mobile phones consumer web access primary computing
devices device
CITA, Gartner
© 2012 SAP AG. All rights reserved. 5

6. Enter the world of the new „Digital‟ Customer
MOBILITY RICH CONTENT SOCIAL APPS
“Touch” replaces the “Click”
© 2012 SAP AG. All rights reserved. 6

7. Technology is Changing the Game
Customers are Changing the Rules
“
70% of selling happens
1
before the first sales touch.
”
“
Customer say…what they
really want 2is a great
experience.
”
1 Sirius Decisions , 2 McKinsey Quarterly
© 2012 SAP AG. All rights reserved. 7

10. Ch-Ch-Ch-Ch-Changes
http://www.forbes.com/sites/sap/2012/09/14/ch-ch-ch-ch-changes-are-you-ready-for-the-screenagers/
“And these children, that you spit on,
As they try to change their worlds.
Are immune to your consultations,
They’re quite aware of
What they’re going through,
Ch-Ch-Ch-Ch-Changes”
Changes, David Bowie
© 2012 SAP AG. All rights reserved. 10

11. Are you ready for the Screenagers?
http://www.forbes.com/sites/sap/2012/09/14/ch-ch-ch-ch-changes-are-you-ready-for-the-screenagers/
© 2012 SAP AG. All rights reserved. 11

13. 13

14. So what about the future of eCommerce?
Distributed? Blended? Ultimately, it‟s Multichannel!
14

15. Every channel (still) counts…
© 2012 SAP AG. All rights reserved. 15

16. …and Customer Service is becoming the new Marketing
“A recent study by Boston-based, Cone inc, discovered that 4 out of 5
consumers reversed purchase decisions based on negative online reviews
regarding products and services”
Blog source: Do you trust Strangers? – B2Community
http://www.business2community.com/content-marketing/10-ways-to-achieve-multichannel-commerce-
part-6-do-you-trust-strangers-0161670
© 2012 SAP AG. All rights reserved. 16

17. Yes. On-line matters, but traditional values still hold true
Top 5 factors driving purchasing decisions of online shoppers – PWC study 2011
“I like the products they offer” 85% Quality Products
“I know they’re always cheap/reasonably priced” 78% Price
“Easy to use website” 75% Online Usability
“I like the Store/Brand” 74% Loyalty
“I trust them / I can return items in-store” 68% Trust / Multichannel
The key is to blend these experiences into the overall multi-channel
experience to create true Brand differentiation.
© 2012 SAP AG. All rights reserved. 17

18. Introducing SAP Web Channel Experience Management
Next-Generation E-Commerce (B2C and B2B)
 New Web Channel Platform: Web 2.0, Extensible, Interactive UI, Web Channel
Builder as Configuration Tool, Enhanced Product Catalog
 E-Commerce: Enhanced Payment Methods (e.g. PayPal), Quick Check Out
 E-Marketing: Personalized Recommendations, Loyalty Management
 E-Service: Guided Flows, “My Support” Home Page, Community Management,
Knowledge Management (with eGain)
© 2012 SAP AG. All rights reserved. 18

19. It’s all about You!
Thursday 27th September 2012
featuring Coremedia
Be Flexible – B2B or B2C / Single Platform 16:00 BST (17:00 CET)
Be Convenient – Pick-up in Store / ATP / Maps 11:00 ET (08:00 PT)
Be Relevant – Personalisation (with Coremedia)
Be Social – Social plug-ins
Be Empowering – online Self-service (with eGain)
Be Everywhere – Showcase mobile (multi-channel)
Be Intelligent – Web Analytics (with Webtrends)
19

21. Thank you!
21

22. Contact
Jamie Anderson
Global Marketing Director
CRM Multi-Channel & eCommerce Solutions
E: j.anderson@sap.com
T: +44 7825 833047
T: @collsdad

23. Find out more…
Check out the new SAP.COM web pages for Web Channel Experience Management.
• Get the Solution Brief
• Hear from Customers
#sapespresso
#wcem
#sapcrm
© 2012 SAP AG. All rights reserved. 23