The document discusses how improving digital customer experience can significantly boost sales for B2B companies. It highlights SAP Hybris Commerce's capabilities to enhance customer interactions, streamline sales processes, and increase overall revenue, emphasizing the necessity for a comprehensive digital strategy. Successful implementation can lead to higher order values, conversion rates, and customer satisfaction.

1. PUBLIC
Month 22, 2017
Hansen Lieu, SAP Hybris; Brian Smith, Airgas, an Air Liquide Company
Drive More Sales With Digital
Customer Experience

2. 2PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Public
The drive for better customer
experience.

3. 3PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Public
GREAT CUSTOMER EXPERIENCE MEANS
MORE REVENUE FOR BRANDS
CUSTOMER EXPERIENCE
LEADER CAN ALMOST DOUBLE
THEIR REVENUE IN A 3 YEAR
PERIOD.*
*SOURCE: TEMKIN GROUP 2016

4. 4PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Public
Customer experience is important for B2B
58% of respondents
claim have an advanced
strategy for customer
experience

5. 5PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Public
Only 16% of
respondents claim to
provide digital customer
experience on par with
B2C retailers
But B2B companies are behind B2C

6. 6PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Public
 Contextual
 Rich and relevant data
 Consumer grade commerce storefront
 Complex product configuration
 Merchandising
 Omnichannel
Key to deliver great digital customer experience

7. 7PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
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 Punchout
 Complex product and
configuration
 Order on-behalf
 Multiple distribution models
 Order management
 Cost center, spending limit,
approval
 Account management
 Contract specific catalog, prices
SAP Hybris Commerce Cloud for B2B

8. 8PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
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DRIVING USER
EXPERIENCE
AND REVENUE
WITH SAP®
HYBRIS®
COMMERCE
OBJECTIVE
 Enhance the customer
experience with improved
functionality
 Consolidate redundant
and disparate tools into
one commerce solution
 Improve management of
master data across the
application landscape
TECHNICAL
IMPLEMENTATION
 SAP Hybris Commerce
 SAP Hybris PCM
BENEFITS
 +10% increase in average
order value
 18% increase in
aggregated conversion
rate
 Increased customer
satisfaction
SAP Hybris Commerce allows us to be more responsive to customer demands while providing
the scale and flexibility needed to support our unique business requirements. We have seen
accelerated, double-digit return on investment.
“ “
Jeremy Rogers, Director of E-Business, Ingram Micro Mobility

9. Thank you.
Contact information:
Hansen Lieu
Head of Solution Marketing, Commerce Audience
hansen.lieu@sap.com
@HansenTweets
https://www.linkedin.com/in/hansenlieu/

10. 0
Drive More Sales with Digital Customer
Experience
Brian M. Smith, Director of Digital Channel Management
March 2017

11. But first, a word from our sponsor

12. Airgas Customer Base by Market
• More than one million
customers
• Broad exposure to U.S.
economy
– Industrial
– Healthcare
– Services
– Education
– Government
– Retail
Manufacturing & Metal
Fabrication
28%
Energy, Materials &
Chemicals
21%Food, Beverage &
Services
17%
Construction
15%
Life Sciences &
Healthcare
14%
Gov't, Defense &
Aerospace
5%

13. What Do Customers Want From Digital?
Omni channel

14. How does eBusiness support our goals?
• Increase selling and operational capacity by removing administrative burdens from sales teams
and branches:
– Reduced errors
– Streamlining operational processes
– Customer Self-Service
• Increase selling effectiveness through
– Improved sales management and training
– Enhanced sales targeting – going after the next sale instead of order-taking
– Digital selling and customer prospecting
• Results is increased margin without offsetting increases in costs (lower cost to serve)
Bus. Process Improvement Marketing and eBusiness Sales Force Effectiveness
Increased Operational Capacity
Increased Sales Capacity and
Effectiveness

15. The Beginning of our Digital Journey

16. Digital Channel Strategy
Phase I
Drive customer adoption
of digital channel
• Create capacity in our
branches and the sales
force by removing
administrative tasks
• Create a base of digital
customers to market to
through digital activities
• Use new technology as a
competitive advantage
when seeking new
business
Phase II
Improve the “ease of
doing business”
• Reduce manual
intervention and errors in
transaction processing
(frictionless)
• Multi-Channel/Omni-
channel integration
Phase III
Engage the sales engine
• Leverage analytical
capabilities to spot
opportunities and funnel
them to appropriate sales
channels
• Leverage digital selling
capabilities to support
sales growth through lead
generation, share- of-
wallet expansion, and
churn reduction

17. 30,000-ft. View

18. One Company, Many Solutions

19. Stay in Constant Supply

20. Make The Most of Your Time

21. Controlling the ‘Master Narrative’

22. Online and Offline Messaging Consistent
and Aligned

23. Architecture
Custom Modules
webMethods Middleware
Presentation Layer
hybris Extensions Base hybris Functionality
hybris B2B Commerce
hybris WCMS
hybris PCM
(Enrichment)
Credit Card Payment User
Management
Requisitions
Lists Shopping Cart
Product
Catalogue
Checkout
Desktop / Laptop
Web Analytics
(Adobe & GA)
Certona
End Users
hybris CS Cockpit
Promotions Quotes
Marketing Plugins
(Adobe Cloud)Mobile (Responsive Design)
SAP System SAP / CU System Responsys
PCM
Nightly
Deltas
Order
Submission
Invoice
Payment
eMail
Notifications
Invoice & Order
History, Account
Info, Transactional
Info, Pricing
Nightly
Data Feeds
SAP/Ariba
Et.al
Invoice
Data
Placeable
geo code file
upload
eComm Admin
Branch Locator
SupplySync
hybris Extensions
Quotes
Cylinder Returns
Requisitions
Recommendations
Offline feed for
Recommendation
Engine
Online
Recommendation
Data
Endeca
SOLR
Adobe
Analytics
POSR cXml,
OCI cXml

24. What Are the Results/Metrics?
• Since our Go Live on July 29th, 2014
– Sales through Airgas.com have more than doubled
– ~10% of revenue runs through digital
– Over half of our Key Accounts do some digital business with us
– We are adding over 100,000 new users annually
• Airgas.com is handling over 3 million “administrative transactions”/year
– Administrative transactions include orders processed, invoices paid, SDS
and COA provided, online reports and copies of invoices, orders, and other
items that the customer previously relied on the branches to provide
– Estimated cost savings = $14MM annually
• In addition, we are winning new business

25. Multiple Digital Channels
Pricing Catalog Features Connect Sales Acct Mgt. Other
Airgas.com
Public
High-price to
avoid channel
conflict
Limited to core
125,000+ skus
Limited to
Search and
Order
Web Browser Lead
Generation
and New
Customer
Sales
Not Available
Airgas.com
Signed-In
Customer
Pricing tied to
SAP
Public Catalog
+ Customer-
specific items
All features Web Browser Replenishment
orders and
new products
Invoice
History,
Payment,
Account
Status, etc.
SupplySync Customer
Pricing tied to
SAP
Public Catalog
+ Customer
Specific Items
Limited
features.
Mainly
ordering
SAP/Ariba,
SciQuest,
Coupa, Oracle,
etc.
Replenishment
orders and
New products
Invoice
History,
Account
Status*
EDI Customer
Pricing
Not available Ordering,
Invoice
payment
EDI Replenishment
Orders
Invoice
Payment

26. Streamlined Integration
• Airgas wants to be in this
circle for our customers
who have spend
management solutions
• Provides “stickiness” and
offers strategic
advantages

27. WHY AIRGAS.com?

28. Why Airgas SupplySync?
Whether you have spend management software or an enterprise resource planning (ERP) system, we give you
greater flexibility managing your supply chain. Our end-to-end transactional solution maximizes workflow
efficiency.

30. Airgas SupplySync – How Do We Start the
Transformation?
• What does it take?
– The process of getting an Airgas customer in the circle can look a lot like the customer’s
paper P2P process!
– Project discovery process provides project feasibility
– Ideal focus is typically on larger national/regional SA’s
– Regional eBusiness Managers help by providing support and keeping Airgas commercial
teams engaged
– Goal: “Do it Right the First Time”
– Keys to Success
 Project Discovery
 Project Scope sign-off
(mitigates project scope creep)
 Understanding the Airgas customer
 Involving the right people from the start

31. Moving Forward
Brian M. Smith
Director, Digital Channel Management
Brian.smith.AMI@airgas.com

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