1. © 2013 IBM Corporation
Problem solving in 2013 – coop@home
– insights and future outlook
Ellen Brasse, coop@home
Leiterin Marketing und Verkauf
André Cassal, IBM
Sales Lead Smarter Commerce SWG
May 7, 2013

2. © 2013 IBM Corporation
coop@home context: IBM SmarterCommerce
2
Buy
Adaptive
procurement
and optimized
supply chain
Market
Targeted and
personalized
marketing
across all
channels
Service
Anticipate
behavior and
deliver flawless
customer
service
Sell
Seamless
cross-channel
customer
experience
MarketBuy
Service Sell

3. © 2013 IBM Corporation
Positioning of IBM solution featured in coop@home presentation
3
Procurement/Sourcing/
Supply Chain Management
Customer Service and Interaction/
Case Management
Cross Channel Selling/
Order Management & Fulfillment
Buy
Customer Awareness & Analytics/Cross Channel Marketing
Marketing
Performance
Optimization
Customer Shopping
Insight
Price / Promotion
Optimization
Cross Channel
Campaign
Management
Digital Marketing
Optimization
Marketing
Integration &
Optimization
Cross Channel
Consumer Insight
Real-time
Marketing
Customer
Analytics &
Segmentation
Interaction History
& Attribution
Web & Social
Analytics
Customer
Experience
Management
Marketing
Service Sell
IBM Tealeaf
http://www.tealeaf.com/

4. © 2013 IBM Corporation
Introducing Ellen Brasse, Leiterin Marketing und Sales, coop@home
• Ellen Brasse took over as coop@home's head of Marketing in the spring of 2010 and has
since led the business development of the web shop, mobile and tablet apps, as well as
customer care.
• Prior to joining Coop Genossenschaft, she worked for Orange Communications - building,
launching and running several successful MVNOs, including CoopMobile.
• Ellen has an extensive background in ecommerce strategy, having worked with
Cambridge Technology Partners for several years following her move from the United
States in 1999 upon completing her International MBA at USC’s Moore School of
Business.
4

5. © 2013 IBM Corporation
Ellen BrasseEllen Brasse
Problem solving strategies 2013:
coop@home – Insights & Future Outlook
©COPYRIGHT NATIONAL GEOGRAPHIC SOCIETY. ALL RIGHTS RESERVED

6. © 2013 IBM Corporation
Why Leshop vs coop@home?
•• I also shop at MigrosI also shop at Migros
•• coop@home doesn't sell Migros productscoop@home doesn't sell Migros products
•• Leshop has more sales items than coop@homeLeshop has more sales items than coop@home
©COPYRIGHT NATIONAL GEOGRAPHIC SOCIETY. ALL RIGHTS RESERVED

7. © 2013 IBM Corporation
Problem solving steps
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8. © 2013 IBM Corporation
Problem classes
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9. © 2013 IBM Corporation
Development of creative problem solving
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10. © 2013 IBM Corporation
Make space
Set up automated solutions for presented problems and
use tools to find the solution for discovered.
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11. © 2013 IBM Corporation
Reformulate the problem
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12. © 2013 IBM Corporation
Learn from others
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13. © 2013 IBM Corporation
Take risks & embrace failure
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14. © 2013 IBM Corporation
Dive into the unknown
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15. © 2013 IBM Corporation
The problems of the world cannot possibly be solved by
skeptics or cynics whose horizons are limited by obvious
realities. We need men and women who can dream of
things that never were. John F. Kennedy ©COPYRIGHT NATIONAL GEOGRAPHIC SOCIETY. ALL RIGHTS RESERVED