The document discusses best practices for omni-channel commerce. It outlines how customer expectations have increased, demanding convenience, consistency, relevance, empowerment and agility across channels. It also highlights the challenges many businesses face in supporting an omni-channel customer journey due to legacy systems and data silos. The SAP Hybris solution aims to provide a single view of product, customer and order data to enable a unified brand experience across all touchpoints.

1. Best Practices in Omni-Channel
Commerce
S.Pranatharthi HARAN
Head of Business – SAP Hybris, South-East Asia

2. CUSTOMER EXPERIENCE
CUSTOMER INSIGHTS
DIGITAL TRANSFORMATION
Three Relevant Trends

3. SAYS THEIR
EXPECTATION FOR
CUSTOMER EXPERIENCE
ARE ALWAYS MET.
1%
SAY THEY SWITCHED
BUSINESS TO A
COMPETITOR DUE TO
POOR CUSTOMER
EXPERIENCE
89%
SAY THEY ARE WILLING
TO PAY EXTRA FOR
EXCELLENT CUSTOMER
EXPERIENCE.
86%
Source: Harris Interactive Survey
of US Consumers, 2011
CONSUMERS HAVE
HIGH STANDARDS

4. THE BRAND RELATIONSHIP
WITH CONSUMERS IS BUILT
THROUGH A SERIES OF
REAL-TIME CONNECTIONS
OVER MULTIPLE
TOUCHPOINTS.
BUYER BEHAVIOR
DEMANDS CUSTOMER-
CENTRIC VALUES WHICH
RENDERS CHANNEL-
SPECIFIC PROCESSES
OBSOLETE.
BUYERS PERCEIVE A
BRAND AS ONE
REGARDLESS OF
CHANNEL OR DEVICE.
ALL TOUCHPOINTS
PERCEIVED ONE BRAND

5. EXPECT PRODUCT
INFORMATION TO BE
CONSISTENT ACROSS
CHANNELS
51%
EXPECT PROMOTIONS
TO BE CONSISTENT
57%
SAY VARIABLE PRICING
IS OUTDATED.
69%
UNIFIED
BRAND PRESENCE

6. HOW DO YOU DELIGHT
YOUR CUSTOMERS AND
GROW THE
RELATIONSHIP?
HOW DO YOU UNIFY YOUR
TECHNOLOGY TO CREATE
PERFECT COMMERCE
EXPERIENCE FOR YOUR
CUSTOMERS TO ENGAGE THEM,
INSPIRE AND RETAIN FOR A LONG
RUN?
THE CHALLENGE

7. THE MAJORITY OF
BUSINESSES CAN’T
SUPPORT AN
OMNICHANNEL
CUSTOMER JOURNEY.
JUST 12% CAN PROVIDE
A SEAMLESS HAND-OFF
BETWEEN CHANNELS.
SOURCE: Forrester Wave Customer Service Solutions 2014 @wredefine

8. LEGACY APPLICATIONS,
INTEGRATION CHALLENGES,
AND DATA SILOS MAKE THIS
IMPOSSIBLE TODAY.
CRM. WEB CMS. MOBILE.
MARKETING. OMS. STORES.
CONTACT CENTERS. ETC.
8

9. BUY ONLINE
$189
CAN’T RETURN
IN-STORE
NEGATIVE
ONLINE EXPERIENCE

10. @
RECEIVE EMAIL
PROMOTION WITH COUPON
STORE CAN’T SCAN
FROM MOBILE DEVICE
NEGATIVE
ONLINE EXPERIENCE

11. $189
SOLUTION:
PROVIDE POSITIVE BRAND EXPERIENCE

12. THE CORE
WHAT SETS SAP HYBRIS APART IN THE MARKET?
HYBRIS BREAKS DOWN THE GREAT WALL BETWEEN CUSTOMER AND BACK OFFICE
OF THIS
PROBLEM
WE
ATTACK

13. We Are the Market Leader
Gartner Magic Quadrant for
Digital Commerce
Forrester Wave: B2C
Commerce Suites, Q1 2015
Forrester Wave: B2B
Commerce Suites, Q1 2015

14. ERP WMS PLM CRM DATA
POOLS
SINGLE VIEW OF PRODUCT
SINGLE VIEW OF INVENTORY
SINGLE VIEW OF CUSTOMERS
SINGLE VIEW OF ORDERS
SINGLE SOURCE
OF TRUTH
SINGLE SOURCE
OF TRUTH
LEVERAGE DATA TO DRIVE OMNICHANNEL
PRODUCT. CUSTOMER. ORDER
CALL CENTER PRINTSOCIAL TVPOSWEB MOBILE
Product Content Management
built for business Order Management native
Configured for
success our customers.
Our Partners. hybris Extend.
The Data Hub. Accelerators.
Modern architecture built to
complement not replace
existing investments

15. • CONVENIENCE
• CONSISTENCY
• RELEVANCE
• EMPOWERMENT
• AGILITY
MEET TODAY’S
CUSTOMERS’ EXPECTATIONS

16. WITH CUSTOMERS MORE
PRESSED FOR TIME THAN
EVER, CONVENIENCE IS NOT
JUST A BENEFIT, IT’S A
CENTRAL RULE TO THE
CUSTOMER EXPERIENCE.
CONVENIENCE

18. CONSISTENCY
CONSISTENCY IS
ABOUT BUILDING A
UNIFIED BRAND
PRESENCE ACROSS
MULTIPLE CHANNELS
THAT CUSTOMERS
COME TO TRUST.

19. RELEVANCE
THE EVER-CONNECTED
CUSTOMER EXPECTS
BRAND INTERACTIONS TO
BE, HIGHLY PERSONALIZED,
IN REAL-TIME, AND
TAILORED TO BUYING
PREFERENCES.

34. EMPOWERMENT
THE TRANSFER OF POWER FROM
BRANDS TO BUYERS IS THE MOST
SIGNIFICANT CHANGE IN THE
CUSTOMER RELATIONSHIP ARENA
IN YEARS.
BRANDS MUST DELIVER
EXPERIENCES THAT EMPOWER
AND INFORM THEIR CUSTOMER
AND DRIVE THEM TO MAKE THE
BEST PURCHASING DECISION.

36. AGILITY
IN ORDER TO BE AGILE,
BUSINESSES MUST USE
ANALYTICS TO RECOGNIZE
MARKET CHANGES AND
SHIFTS IN BUYER BEHAVIOR
IN REAL-TIME.

37. • Switched
from
a
batch
solu3on
• System
paid
for
itself
in
the
first
week
37
Remind
Reassure
Promote
Immediate
23
hours
6
days
and
23
hours

38. HOW BATCH CALCULATIONS MISS THE TREND
• Real time conversion tracking
adapts automatically to
changes, every click
– Time of day
– Weather
– Promotions
– Availability
– Social etc
Time
Conversion
Rate
Conversion
Rate
for
an
individual
product
24
hrs
Batch
based
calcula3on
finds
the
spike
a/er
it
happens.
• Batch based calculations
smooth out the peaks and
valleys, promoting the wrong
products

39. THE VALUE OF YOUR ABANDONER DECLINES FAST
39
Conversions
With
Remarke3ng
Control
Recovery
LiI
Days
a/er
abandon
following
add
to
cart
Consumers buy at
habitual 2mes, but
emo2on goes cold
really fast
Source:
SeeWhy

40. SEA: STRENGTH ACROSS ALL INDUSTRIES

41. Beyond CRM
Beyond Commerce
Beyond Marketing
Beyond Sales
Beyond Service

42. INDUSTRIES
SOCIAL
&
PREDICTIVE
ANALYTICS
SALES
SERVICE
MARKETING
COMMERCE
SAP
HANA
CLOUD/CUSTOMER
ENGAGEMENT
PLATFORM
WEB
CALL
CENTER
MOBILE
SOCIAL
EMAIL
@
DIGITAL
GOODS
POS
MARKETING
CHANNELS
INTERNET
OF THINGS
CONTENT
CENTER
MARKET-
PLACE
CONSISTENT, END-TO-END
USER EXPERIENCE
ACROSS CHANNELS &
DEVICES
REAL-TIME
CONTEXT
CUSTOMER ENGAGEMENT
ANYWHERE. ANYTIME.