Aprende cómo otorgar una experiencia del cliente consistente a través de todos los canales.

1. El Valor del Comercio Omni-Canal para la
Industria del Consumo
Yeiko Plaza / Solution Specialist
Customer Engagement & Commerce @YeikoPlaza

2. © 2014 SAP AG. All rights reserved. 2
Industria del Consumo en México
• Manufacturan y distribuyen más de 45 mil productos
en 700 marcas líderes.
• Cuentan con 800 plantas de producción y oficinas en
todo el país y aproximadamente 1,500 centros de
distribución.
• Generan 400 mil empleos directos y un millón
seiscientos mil indirectos.
• Sus ventas equivalen al 5% del PIB.
• 60% de los insumos de producción son nacionales.
• Cuentan con la fuerza de ventas de mayor
despliegue en el país, con una flota de 100 mil
vehículos de carga.
• Representan alrededor del 50% de la inversión
publicitaria de país.
• Son los principales proveedores de autoservicios y
misceláneas, haciendo llegar sus productos a todos
los rincones del país.

3. © 2014 SAP AG. All rights reserved. 3
La transformación de la Industria del Consumo
Es de vital importancia servir a los consumidores en todo momento y en cualquier lugar
El nuevo consumidor
“Siempre en Línea”.
• Adopción rápida del internet y uso
de “Smartphones”.
• Las redes sociales permiten
nuevos canales de interacción.
• La retroalimentación del
consumidor le da un nivel de
sentimiento a la marca fácil de
permear.
Los consumidores esperan una experiencia de marca consistente y sin defectos en todos los canales
Caminos Dinámicos hacia la
compra de productos
• Combinación de canales físicos y
virtuales para la búsqueda,
investigación y compra de
productos.
• Los consumidores esperan una
experiencia consistente y
convincente en cada etapa.
• Los fabricantes tienen la
posibilidad de influenciar, educar
y ofrecer sus productos a través
de canales propios y de terceros.
• Comodidad, mejores precios y
valor de marca.
• Acceso inmediato, en cualquier
momento y en cualquier lugar, de
cualquier persona, con ofertas
específicas y entrega inmediata.
• Los consumidores hoy consideran
que los servicios “en línea” o
“móviles” deben ser incluidos en
el servicio.
Incrementar las expectativas
de los clientes
• Los retailers esperan el soporte
del fabricante en ambos canales
(físico y virtual).
• Las experiencias de marca deben
ser consistente a través de
canales directos al consumidor.
• Capacidad de adaptar y
pronosticar la demanda del
consumidor en todos los canales.
Evolución de la mentalidad de
compra

4. © 2014 SAP AG. All rights reserved. 4
Information is exploding driven by “Big Data”
Consumer Products companies need new scalable, agile
and personalized ways to connect with consumers
31%
YoY growth for
smartphones
7.3B
Population by
2013
900M+
New internet users
worldwide since 2008
1.1B
Active Facebook users;
Each average 200+
connections
400%
Increase in online
behavioral tracking
since 2010
What will be next ?
Global smartphone ownership now exceeds 20% (from 0% in 2007) and is still rapidly growing

5. © 2014 SAP AG. All rights reserved. 5
El primer contacto con la marca hoy en día, inicia “en
línea”…
1Source: Google - http://googleretail.blogspot.co.uk/2013/04/reaching-mobile-phone-shopper.html
33%
De los consumidores
usan un “smartphone”
para hacer investigación
dentro de las tiendas
80%
Los nuevos consumos inician
en linea1
20%
Ven un video sobre el
producto antes de tomar una
decision1
5X
Incremento de ventas “en
línea” vs POS
El fabricante necesita una sola vista de los consumidores, pero aún
más importante, los consumidores necesitan una vista única de las de
marcas y productos disponibles en el mercado.

6. © 2014 SAP AG. All rights reserved. 6
Store CustomerWarehouse
Product information
Product
web Customer
Warehouse
En un inicio
Entregar una buena experiencia al cliente era “sencillo”

7. © 2014 SAP AG. All rights reserved. 7
Warehouse
or content
delivery Store
/POS Customer
Product information
Product
Order etc.
Customer data
Pero hoy
Los procesos operativos son “increíblemente complejos”

8. © 2014 SAP AG. All rights reserved. 8
Hoy: Canal Especifico, Soluciones en Silos
Sin visibilidad Omni-canal; sin integración directa con los sistemas del negocio
Enterprise Applications
Cloud
Online Purchase Data Retail Point of Sale
Data
Consumer & Customer
Service Data
Warehouse CRM Non-SAPERP
No hay vista unificada del consumidor, es difícil identificar los cambios en la
demanda y aumentar las ventas a traves de los canales (cross selling)
Consumer Interaction
Data

9. © 2014 SAP AG. All rights reserved. 9
La Solución Completa para CPG
Obtén una visibilidad completa a través de todos los canales de consumo
SAP Customer Activity Repository on SAP HANA as Big Data foundation
CRM
• Product Catalog
• Sales Order Capture
• Price and Product Data
• Financial Customer Care
• Marketing
• Service
Account & Trade Promotion
• Promotion pricing
• Consumer offers
• Funds management
• Promotion vehicles
• Settlements & Claims
Billing for Consumer Products
• Billing and Invoicing
• Invoice Presentment
• Payment Handling
• Accounts Receivable and Aging
TV Console Web POS Mobile Call Center Social Print
Customer and Consumer Interaction
Product Content / Master Data
Platform
Omni-Channel Logic Order Management
Omni-Channel Touch Points
Unlock the full potential of your go-to-market investments

10. © 2014 SAP AG. All rights reserved. 10
Enterprise Applications
hybris ofrece un nuevo acercamiento al cliente
Una plataforma Omni-canal simple para una experiencia unificada y consistente
Product Content / Master Data
Platform
Omni-Channel Logic
Order Management
Omni-Channel Touch Points
TV Console Online POS Mobile Call Center Social Print
Soportar un amplio rango de relaciones con clientes y consumidores
Plataforma B2B y B2C que provee la flexibilidad para incrementar los ingresos implementando nuevos modelos de negocio.
Manejar requerimientos complejos de precios, promociones y comercialización.
Plataforma ágil para el manejo de precios, ofertas, promociones y productos.
Alcanzar, involucrar y servir a los clientes y consumidores en cualquier momento y en cualquier lugar
De forma personalizada, a tiempo, con comunicación bi-direccional incrementando la lealtad y experiencia de los consumidores.
hybris habilita a las compañías de consumo para:
Retail and Other Commerce Channels (Channel Optimized Consumer Experience)
Commerce Logic and Processes (Merchandising, Pricing, Order Management,…)
Content (Products, Product Information, Offers, Web Content)

11. © 2014 SAP AG. All rights reserved. 11
Improve
Consumer Sentiment
Grow
Consumer Mindshare
Drive Brand Equity
and Loyalty
Increase Customer and
Consumer Satisfaction
Increase Omni-Channel
Opportunities
Reduce Customer and
Consumer Cost to
Serve
Consumer perception of
brands and products
Consumer
awareness and
propensity versus
competition
Increase likelihood of
repeat purchase
Ensure consistent brand
experience across
interaction channels
Increase revenue, volume
and profit in physical and
virtual channels
Omni-channel platform
with online self service
and native call center
integration
Lo que hybris significa para la industria de consumo

12. © 2014 SAP AG. All rights reserved. 12
INCREMENTAR LAS VENTAS DIFERENCIACION
COMPETITIVA
EXPERIENCIA DE CLIENTES O
CONSUMIDORES MAS
COMPLETA
MEJORAR LA LEALTAD A LA
MARCA
INCREMENTAR LOS
CONVERSION RATES
EXPERIENCIA CONSISTENTE A
TRAVES DE TODOS LOS
CANALES
Algunos casos de uso Hybris

13. © 2014 SAP AG. All rights reserved. 13
Powering business results
BEST IN CLASS PERFORMANCE1
20%
Increased
conversion rate
Increase in online
sales total
40% 21%
Average increased
cart size
*Source: 2012 hybris Customer Survey
Reduction in average
cost of customer service
call
50%

14. © 2014 SAP AG. All rights reserved. 14
hybris Consumer Products customers
Best run companies differentiating with hybris
Customer Overview:
Providing customers with new value that
exceeds their expectations
Customer Overview:
World’s largest seller of jeans and pants,
470 company-owned stores
Customer Overview:
World’s leading consumer electronics
device manufacturer
Key Value Drivers
Visits
Average Cart
Size
Customer
Satisfaction
Call Center
Costs
Online
Sales
Conversion
Rate

15. © 2014 SAP AG. All rights reserved. 15
Start delivering a world-class omni-channel experience
today
Grow omni-channel
revenue, volume and
profitability
Leading commerce platform
ranked by Gartner & Forrester,
purpose-built
for the consumer products
industry
Reduce sales &
service costs
Optimize channels and rely on
self-service to reduce call
center volume
Fully leverage B2B
and B2C
opportunities
Agile, scalable, extensible:
Fast time to value and low
TCO
Complete customer
and consumer
experience platform
Integration with existing
systems to enable a seamless
customer and consumer
journey across all touch-points

16. © 2014 SAP AG. All rights reserved. 16
+500 Clientes a través de Múltiples Segmentos e Industrias.
Digital Industry Retail Wholesale Telco
Empresas
GlobaisSME

17. © 2014 SAP AG. All rights reserved. 17
3B USD online
revenue
28 countries
B2C and B2B
16,000,000 SKUs
managed in hybris
marketplace with
2,000,000 SKUs
1200 of merchants
200,000 orders/day
8M registered users
20 languages
Roll-out to 42 countries
within 4 months
proven linear scalability
6000 PI/sec
global multi-channel PCM-
B2C-print-call center-
mobile-B2B
5 languages
4 currencies
30M price rows
IBM 2 years
5 months on hybris
from 0 to 150 Mio USD
revenue in 2 years
global multi-brand B2B
In 20 countries in 4 months
2,500 dealer websites
1 hybris instance
Scalability and Success Stories – live projects

18. © 2014 SAP AG. All rights reserved. 18
Some Hybris Customers in México

19. © 2014 SAP AG. All rights reserved. 19
www.grainger.com
GRAINGER
Make international B2B distribution easier
Goals and Challenges
Replace an outdated Broadvision implementation for scalability, functionality & usability
reasons
Solution
Uses hybris PCM for data consolidation
B2B Commerce and hybris order management module ensure a high-value customer
communication
Benefits
First 7 months of 2012 on hybris, compared to the same period last year
Sales up 21%
Orders up 17%
Average Order Value up 3%
Unique Visitors up 47%
New Visitors up 58%
Repeat Buyers up 14%
Average Session length down 14%
Load times for homepage improved 54%
Load times for category page improved 26%
Load times for keyword improved 36%
2 million products
3,000 suppliers
2 million customers
500,000 orders / day

20. © 2014 SAP AG. All rights reserved. 20
Run hybris Commerce platform in
41 countries
$2.8 Billion annual Revenue
20 languages
200 boutiques
100,000 orders per day
More than 8 million Customers and Club
Members
...
KEY FACTSPioneer in high-quality portioned coffee with CHF 2.77 billion in worldwide sales:
nespresso.com, nesclub.nespresso.com, nespressopro.com

21. Thank You!
Yeiko Plaza
Solution Specialist
e-Commerce & Marketing
Office: (+52) 55 3618 73 94 | Mobile: (+52) 1 55 2299 83 33
Email: yeiko.plaza@sap.com

22. © 2014 SAP AG. All rights reserved. 22
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