Make and Keep the Customer Promise

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Make and Keep the
Customer Promise!
Presenter: Jim Barnes, CEO of Enspire Commerce

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Keeping the Promises You Make
Dear Retailer:
I’d like this item, with these attributes, available in this channel and in my hands when I need it,
exactly how I ordered it. Please make the entire process easy, seamless, convenient and fast
regardless of channel, even if I want to return your item. I don’t want to be treated like a
transaction. I am not an order; I am a person. Communicate and interact with me accordingly.
Know my preferences and order history and be able to locate an item for me, whether I am in
the store, online or talking to your call center reps. I have lots of shopping options so every
interaction counts. I want to feel like you see me and that I matter to you. Can you promise me
you will deliver against my expectations? If you keep your promise, I will likely be back!
Sincerely,
Your customer

COMMUNITY EFFICIENCY PRODUCTIVITY INTIMACY
COLLABORATION SHARING SECURITY PRIVACY
OPENNESS
CUSTOMERS WANT
1.

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Less Conversion, but More Converts
• The purpose of retail will no longer be to solely convert every customer into a buyer
of goods but rather transform them into disciples of the brand itself.
• To begin a relationship – a dialogue that may play out in any number of buying
channels; online, in-store, mobile or elsewhere.
• It doesn’t matter where purchases take place. What matters is that the consumer
falls in LOVE with the brand and shares that love with others. The store maintains
the potential to be that emotional center of gravity for the brand.
SOURCE: Retail Prophet – Doug Stephens

EXPERIENCED INNOVATORS PLATFORM TIME TO VALUE
LEVEL 1 PARTNERSHIP ACCOUNTABILITY CLOUD SECURE
DATA SCALEABLE AGILE
YOU WANT
2.

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Conceptual vs. Experienced Innovators
Conceptual Innovators:
• Formulate big ideas
• Sprinters
• Quick theory to execution
• Conceptual breakthroughs occur early on. However, they
become less original once they are entrenched in conventional
ways of approaching problems
• Tend to generate original ideas early but risk copying themselves
Source: Adam Grant “Originals”

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Conceptual vs. Experienced Innovators
Experienced Innovators
• Solve problems through trial and error - learn as
they go
• Work on a particular problem
• Marathoners
• Solutions take longer but prove to be more
renewable
• Instead of reproducing past ideas, they experiment
and continue discovering new ideas
Source: Adam Grant “Originals”

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Unified Commerce Path to Purchase

Actual Retailer Architecture

POS
Beanstore
Hold Schema
SM Proc
HP
Item, Payment
& Shipment
Transactions
Sales Audit(POS)
Customer
Service(Web)
New or Updated
Transaction
Bus
Web Service Calls
Credit Auth
HHG.AX Tables
(Inventory)
Inventory
Order Schema
HHG.RTTables
All Trans C & D Trans
Kiosk
Web Service
I2 Line Item
Cart #
Spec Order
Check
Authorization
Log-in
Model/ Sku
Payment
Switch
(ACI)
Auth #
Trans Data
Trans
Data
POS
Installs (DOLI)
Install Detail A/ R Detail
Error
HHG.?? Tables
(GL)
SM Post
Posting
Oracle
Financials
Sales &
Inventory Entries
HHG.AX Tables
(A/ R Cust
Tables)
A/ R
Trans
A/ R
Trans
EDW
TD WH
Teradata
All Inventory &
Related TransSales
Trans
Data
Sales
Cust.
Balance
A/ R
Commercial
Account
HHG.AX Tables
Prepaid Cards
(Incomm)
Gift Cards
(HP)
Avail.
DL Proc
Credit Card
Trigger Record
Order Model
(check for
accuracy)
XML3
IBM Web
Queue
CDB(server)
XML3
Integration
Activation
Code
Delivery
Invoice
Completed
Orders
Look-up
Schema
- Pricing
- Item
- Customers
Salesman
Employee Info
Employee
Look-up
SAFTOR
(ACI)
HH Gregg
Internal
Activation
Auth #
GE Cards
Auth #
SAFTOR
XML1
ADP Tax
Fix B
Vista Plus
Sales
Management
Fix B
Fix B
Fix B
Delivery
Delivery Capacities
Build
Inventory
Item
HHG.AM Tables
(Delivery)
Actual Retailer Architecture

3.
DIGIBABBLE
THE USE OR CONNOTATION OF THE
WORD DIGITAL OR ANY OF ITS
CONCEPTUALLY ASSOCIATED
DERIVATIVES.

DIGITAL IS
EVERYTHING,
BUT NOT EVERYTHING IS DIGITAL
DAVID SABLE
DAVID.SABLE@YR.COM

1
Is this really your Answer to beating Amazon?

Is this really Amazon’s answer to beating you?

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Brick and Mortar is Not Going Anywhere
• The physical store is rising in importance because of
digital. The ability to buy online and pick up in the store
has retailers using the stores as fulfillment centers.
• After all, 94 percent of total retail sales are still generated
at brick and mortar stores, according to data from market
research firm eMarketer.
• In the end, online shopping fosters a purchaser’s
purchasing habits while brick and mortar supports a
purchaser’s purchasing decision.

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Brick and Mortar is Not Going Anywhere
• 79.7 percent of all U.S. shoppers prefer going to a store “because I can touch and feel
the product.”
• 73.5 percent prefer to shop at a store rather than online because “I am more confident
that I am buying the right thing.”
• Only 8.9 percent say that they often “buy something online using a mobile device.”
• Only 5.2 percent often “pay for a purchase in a store with Apple Pay, PayPal, Google
Wallet or other ‘digital wallet’.
• Even with Starbucks, only 3.4 percent say that they often use the Starbucks App to
pay.
Source: Y&R Buyer Shopping Guide

4.
HOW TO UNIFY
TECHNOLOGY IS EVERYTHING, BUT
NOT EVERYTHING IS TECHNOLOGY.

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Impact of Not Being Unified
Each year, U.S. businesses alone lose more than $41 billion in sales
because of bad customer service.
*Source (NewVoiceMedia)
• After a positive customer experience, 69 percent of Americans would recommend
that company to others.*
• Following a negative customer experience, 58 percent of Americans would never
use that company again.*
• On average, loyal customers are worth up to ten times as much as their first
purchase.*

Customer
Engagement
Platform
E-CommerceB2B
Integration
Order
Management
Point of SaleProduct Information
Management
What Is Going on in the World of Unified
Commerce?
Key Platform Features:
1. Multiple Order Capture Channels
2. Single Version of the Truth:
• Item
• Order
• Customer
3. Fully Integrated
4. Distributed Fulfillment
5. Order Appeasement and Tracking
6. Customer Tracking
7. Cloud-based for lower TCO

It’s All About “Algorithms and Dynamic
Attributes”
Algorithms Attributes

CUSTOMER ENGAGEMENT PLATFORM
MA NAGE YO UR CO MME RCE O N A S INGLE PLATFO R M

4.
CAN YOU
INTEGRATE?
TRANSLATE ROUTE QUE SECURE SCALE EDIT
TRANSFER CANONICAL PROCESS

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Let’s Start with the Biggest Issue
(Integrating Commerce)
com·merce
the activity of buying and selling,
especially on a large scale

Customer Engagement Platform….
Integration First
Customer/Payment Data
Item DataInventory Data
Shipment/Carrier Data
Order Data

Let’s Put Some Context Around This

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Application vs. Integration Approach

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Omni-Channel Scenario: The Challenge
Market Convergance Scenario
POS/StoreOMSWMSVendore-Commerce Place Order
Online
Shipment
Update
Sales Order
Captured
Inventory
Allocation
Decision
Inventory
Log
Inventory
Log
Receive EDI
850 / Portal
Order
Routed
Vendor
Drop Ship
Ship From
Warehouse
Notification
Ship From
Store
Notification
Pick/Pack/
Ship
Pick/Pack/
Ship
Send EDI
846
Shipment
Update
SKU 1
SKU 2
SKU 3
Holistic inventory snapshot
through integration points with
key systems
Customer orders 3
different SKU’s
Comm
Protocols
File
Formats
API XML
API, AS2,
SFTP
XML,
CSV, EDI
API XML
SFTP CSV
AS2 EDI
ThirdParty

5.
C.I.O. is Key
CUSTOMER ITEM INVENTORYORDER

DO NOT FORGET ABOUT PAYMENT!!
Payment

Managing the Order Life Cycle
1 3 5 7
2 4 6 8
Item
Inventory
Customer
Order
Payment
Fulfillment
Shipment/
Carrier
Integration

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Order Management Life Cycle
Order
Capture
Inventory
Availability
Order
Routing
Order
Fulfillment
Order
Return
Anywhere Everywhere Anyhow Anyplace Anyplace
ANYTIME

Buy Anywhere. Fulfill Anywhere

Product Information Management (PIM)
A Simple Shirt or is it?
Variants:
Attributes:
Price $$
Cost $$
Payment Type
Copy/Images
Channel
Catalog
(Digital/Print)
Affiliation
Material
Collar Type
Sleeve Length
Size
Color
Promotions &
Discounts
PGPrice Group
PGPrice Group

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Key OMS Functionality
• Multiple Channels
• e-Commerce, call center, marketplaces, stores, etc.
• Cross-channel order & fulfillment visibility
• Multiple Fulfillment Sources
• Leverage inventory across multiple fulfillment sources
• Warehouse(s), retail stores, vendors, 3PLs
• Intelligent Order Routing
• Distributed fulfillment/updates across warehouse(s), store(s) and vendor(s)
• Carrier parcel integration
• Internal / external integrations

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Omni-Channel Order Management
Optimally leverage inventory to deliver the
ultimate customer service
• Order Routing and Orchestration
• Inventory Allocation / Reservation
• Order Maintenance / Call Center
• Drop Ship / Ship from Store / Pick up from Store
• Returns / Appeasements
• EDI / XML / Integration with Systems and External
Parties

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Point of Sales (POS) Evolution
Evolution of Point of Sale Hardware and Software have been tightly coupled in
order to process a Sales Receipt

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 POS Evolution
• Traditionally Point of Sale Software was focused on the
“sale” figuratively at the “point of sale” hence POS
• Capturing what item was sold, how muc,h and what
price
• Creating a sales receipt
• Taking payment, cash, credit, debit
• Printing a sales receipt

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 POS Evolution
Advancements are a byproduct of:
• Improve the customer experience (personalization)
• Save the “SALE” and increase conversion
• e-Commerce
• Multi or omni-channel pressure
• Hardware catching up to software
• Cloud-based vs. on premise-based deployment

IF YOU REMEMBER NOTHING ELSE:
• IT’S ABOUT THE EXPERIENCE
• PARTNER WITH EXPERIENCED INNOVATORS
• DIGITAL IS EVERYTHING, BUT NOT EVERYTHING IS DIGITAL
• COMMERCE REQUIRES AN INTEGRATION FIRST APPROACH
• DON’T FORGET THE IMPORTANCE OF ITEM
• SINGLE PLATFORM TO UNIFY COMMERCE

For more information:
Speaker email: jbarnes@envistacorp.com
Website: www.enspirecommerce.com
or
visit NRF Booth 4147

Make and Keep the Customer Promise

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