Presentación: Laura Wainberg - eCommerce Day Lima 2013
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Diapositivas presentadas por Laura Wainber, Smarter Commerce Leader Latino América IBM, en el eCommerce Day Lima 2013 dentro de la plenaria "Plenario III :: El e-Commerce Frente a la Revolución Móvil"
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Presentación: Laura Wainberg - eCommerce Day Lima 2013
- 2. IBM Smarter Commerce Redefiniendo el comercio en la era del ‘chief executive customer’ Laura Wainberg, Smarter Commerce Leader Latino América Industry Solutions. Software Group @lwainberg
- 3. Los dispositivos móviles y las redes sociales están redefiniendo retail 55% de los usuarios de smartphones comparan precios en las tiendas 63% de los adultos que tienen un problema en una transacción vía móvil no volverán a comprar con este retailer 3 Sources: IBM, Forrester, Tealeaf and Emphathica Reports 34% de usuarios de smartphones escanearon un código QR 90% de los consumidores dicen que confian en recomendaciones 50% incrementaron las ventas online vía móviles en 2012 84% de adultos en US que han realizado una transacción en dispositivo móvil, reportan un inconveniente
- 4. Consumidores están compartiendo sus opiniones entre ellos … 90% De los consumidores dicen que les gusta compartir sus experiencias con las marcas con otros consumidores 81% Recibe recomendaciones a través de sitios social antes de su próxima compra 75% Son influenciados en su decisión de compra 1 2 Source: “What’s Your Story: Building Brand Relationships” Survey; Yahoo!/BBDO; October 2011 Source: “Does social media sway online shopping?”; Bloomberg BusinessWeek re: myYearbook online survey of 45,000 users; January 2010
- 5. … sin embargo el nivel de confianza depende de quien recomienda B 90% Confía en recomendaciones de sus amigos & familiares 70% Confía en recomendaciones de otros consumidores 10% Confía en recomendaciones de retailers2 1 2 Source: “Global Online Consumer Survey”; Nielsen; July 2010 Source: “Capitalizing on the smarter consumer”; IBM Institute for Business Value; 2011
- 6. Las expectativas del Chief Executive Customer Ellos quieren: Ser reconocidos individualmente Capacidades de auto servicio simples y ricas Una experiencia sin fisuras e integral Promociones relevantes y a tiempo Una experiencia post-compra sin fallas … y lo quieren hoy 6
- 7. El consumidor inteligente tiene 4 expectativas sobre la experiencia de compra Conócem e Personaliza mis promociones Conocé mis preferencias de pago, recibos, etc. Personaliza el surtido de mi ubicación Sí rvem e Tené los productos que quiero en stock Provee programas de lealtad con valor Ten empleados que conozcan los productos Proveeme opciones para items que no esten en el stock Es cúcham e Entendé cómo me conecto Valora mi feedback de productos y servicios Dejame controlar la conversación D am es t ar en éj e Dejame usar la cont rol tecnología para: • • • • Descubrir promociones mientras compro Comparar precios Tener más información Buscar servicios, ayuda, ordenes, checkout, pagos
- 8. Las empresas líderes están implementando una visión integrada del comercio Poniendo al cliente como el centro de sus procesos comerciales 8 Anticipando y comunicando vía dispositivos móviles y redes sociales Aplicando conocimiento profundo para tomar acción en tiempo real Optimizando Extiende sus la compra basado en demanda sistemas para sincronizar la cadena de valor
- 9. Smarter Commerce hace posible que clientes brinden una experiencia omni-canal consistente Profundizando la Relación con la Marca Experiencia de Marca Confianza Patrocinio Ingreso Optimización de la Excelencia Operativa Análisis Planeamiento Source: IBV Retail 2012 Winning Over the Empowered Consumer Study n= 28527 (global) Ejecución Margen
- 10. … y optimizar la experiencia del consumidor para fortalecer la relación en el Marketing Web Detectar Necesidad ‘shopping continuum Social Investigación Contact Center Compra Mobile ’ Store Servicio y Soporte Ciclo de vida de la compra 10 Delivery/ Service Patrocinador
- 11. Portafolio integrado de IBM Smarter Commerce ESTRATEGIA DE CADENA DE VALOR Y SERVICIOS Innovación en modelos de negocios y proposiciones de valor a través de la alineación de marketing, ventas y los procesos de la cadena de abastecimiento SOLUCIONES DE NEGOCIO CLAVES Y PROCESOS COMPRA MARKET VENTA SERVICIO Cadena de abastecimiento inteligente y optimizada con anticipación a la demanda Mensajes Personalizados y relevantes, promociones y precios con un marketing unificado multichannel Los clientes y socios compran lo que quieren, cuando quieren, y donde quieren Anticiparse al comportamiento y entrega de servicio de excelencia Analítica Avanzada Mejora de la experiencia de cliente agregandole conocimiento a los procesos operacionales con Business Intelligence & Análisis Predictivo IBM SmartCloud y Sistemas Optimizados Ofrece agilidad, integración, y automatización para alcanzar objetivos de negocios relevantes 11
Notas del editor
- We are here today to talk about Smarter Commerce Smarter Commerce is a unique approach that increases the value companies generate for their customers, partners and shareholders in a rapidly changing digital world. It is designed to help companies better integrate and more effectively manage their value chain, including buy, market, sell, and service processes to put the customer at the center of decisions and actions leading to greater customer loyalty, revenue / margin growth and agility. Smarter Commerce is about redefining business in the age of the chief executive customer Today, we are going to talk about how leaders are providing an exceptional customer journey from awareness to advocacy and driving real business results from greater loyalty to ultimately increased profits.
- Mobile and social are changing the way our customers interact with us. Today’s customer are infinitely smarter. They decide when, where and how the buying process begins and ends. They are using mobile and social to connect with each other in ways that is reshaping the way business is done. Look at some of these stats – mobile is becoming dominant platform – and social sites are increasingly getting more of their attention. 90 percent of customers trust word of mouth and recommendations 55% used their smart phones while in a store to compare prices before they made a purchase.Some consumers only go to stores for the ‘showrooming’ of products and services and then buy online later. And, over 56% want more capabilities for self service. As a recent IBM Benchmark showed us – the trends are clear: Increased use of mobile. In November and December 2012, the percent of sales from mobile devices was up 50.66 % from 2011, and traffic from mobile devices was up 59.77%. And, social media is changing the way that customers interact with us and the global commerce landscape. Of the total time spent on the internet, 25 percent of time is spent on social sites No matter what industry you are in - whether you are a B2B or B2C business -- you have a choice – to embrace and capitalize on these changes now and thrive, or to wait and be left behind. For B2B enterprises – the same customer is doing these things in their retail, banking and media and telecom interactions and expects to have the experience at work with so this applies to all businesses. Sources: IBM Benchmark Report 2013 (to be issued at NRF by IBM Press Relations) Sales from Mobile Devices was up 50.66% in 2012 versus 2011 (2012 – 15.69 % of sales from Mobile Devices versus 10.41 % in 2011) Traffic from Mobile Devices was up 59.77 % in 2012 versus 2011 (2012 – 21.85 % of traffic from Mobile Devices versus 13.68 % in 2011) 55% of smartphone owners said they’ve used a mobile device to compare prices between retailers. 34% said they’ve scanned a QR code, and 27% have read online reviews from their devices before making purchase decisions. Emphathica—’Wave 1 2012 Key Trends’ (2012) http://www.empathica.com/consumer-insights/wave-1-2012-key-trends/ Global brands need to think about their consumers in an entirely different way. IBM data shows that mobile shoppers are even more laser focused than their PC-using counterparts: 44% of mobile users will abandon a site if they don’t find what they want on the very first page, versus an overall online rate of just over 37%. Source: What’s in a Store Anyway – The Rise of the Mobile Shopper http://asmarterplanet.com/blog/2011/11/what%E2%80%99s-a-store-anyway-the-rise-of-the-mobile-shopper.html 55% of smartphone owners said they’ve used a mobile device to compare prices between retailers. 34% said they’ve scanned a QR code, and 27% have read online reviews from their devices before making purchase decisions. Emphathica—’Wave 1 2012 Key Trends’ (2012) http://www.empathica.com/consumer-insights/wave-1-2012-key-trends/ 84% of US adults who have conducted an online transaction through a mobile device in the last year report experiencing a problem. Tealeaf—’Tealeaf Mobile Transaction Research Report 2011’ (2011): 63% of online adults are less likely to buy from the same company via other purchase channels if they experienced a problem with a transaction on their mobile phones. Tealeaf—’Tealeaf Mobile Transaction Research Report 2011’ (2011) 92% of consumers say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising Nielsen (Jan 2012) http://www.nielsen.com/us/en/insights/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html Social media has grown rapidly – today nearly 4 in 5 active Internet users visit social networks and blogs (80%) Social networks and blogs continue to dominate Americans’ time online, now accounting for nearly a quarter of total time spent on the Internet Nielsen—The Social Media Report, Q3 2011’ http://www.nielsen.com/content/corporate/us/en/insights/reports-downloads/2011/social-media-report-q3.html
- To begin with, 9 out of 10 consumers say that they like to share their opinions about their brand experiences with other consumers. Of course, the explosive growth of social networks has given consumers more mechanisms than ever to share their experiences and opinions with other consumers. 81% of consumers say that they’ve received advice about an upcoming purchase through a social site, and 74% of them say that that advice influenced their buying decision.
- But, the factor that was really the tipping point in emphasizing how retailers’ worlds have changed was the fact that 90% of consumers trust recommendations from friends and family. 70% trust the recommendations of other consumers. But, only 10% trust the recommendations of retailers. Clearly, these conditions require a departure from “business as usual”. 80% of CEOs think they deliver a superior customer experience … But only 8% of their customers agree
- And, their expectations are soaring …they want more self-service and engage when you get personal. They expect you to know them, what they want and like They are using smart phones, tablets and computers at home, at work or on the go – and want a seamless and integrated experience across all channels all the time. Then there are the digital natives (the 13-19 year olds) who want you to provide a forum of like minded buyers for them to share ideas and experiences. And, the new generation are willing to share details on themselves and their preferences in exchange for highly personalized relationships. In a recent Consumer Advocacy study conducted by IBM – these digital natives - over 60% of them chose the post-purchase experience as more important than the pre-purchase experience in forming a lasting opinion of a retailer (64 versus 36 percent). Every interaction is critical from awareness to advocacy and earning a customers loyalty requires organizations to rethink how they run their business. All customers expectations are high, and they want an exceptional experience or they will go elsewhere. Not only are customer interactions changing, their expectation of service, through out the customer life cycle has never been higher, if there expectations are not met, then will leave.
- We have learned by working with thousands of engagements – including 2000 leading brand name companies – you need an integrated approach to commerce. This starts when you put the customer at the center of your business And drive flawless customer service across all customer interactions and anticipates their behavior and take action to keep them loyal Anticipate and deliver in a social and mobile environment Enabling customers and partners to shop, exchange information, and collaborate across all touch points, spanning human, digital, social, and mobile – all optimized according to their preferences Apply deep insights to take action in real-time Using customer insight - deep insights about customers and prospects – gleaned from a combination of implied and explicit behavior across offline and online channels – to deliver timely and personalized engagement across all channels and touch points Optimize sourcing and procurement based on customer demand Optimizing supplier and partner interactions based on changes in shopping/buying behavior across the supply chain and reconsiders partner roles and relationships to generate new and differentiating customer value Integrate and extend core processes and systems to synchronize your value chain A very important point here is that this is not about rip and replace – we help customers evolve and accelerate their journey based on business objectives. IBM solutions enhance current processes, support heterogeneous and complex multi-enterprise environments and extend their value. A Smarter Commerce approach enables our customers to leverage and extend existing investments and get started where and when they want to focus; there are multiple entry-points for customers and it is not an all or nothing offering.
- We call this approach Smarter Commerce…i.e., deepening the brand relationship to create trust, promote advocacy, and, ultimately, increase spend. But, there’s a second key dynamic to a Smarter Commerce strategy… Focusing on operational excellence to ensure that you deliver a consistent brand experience. But, this focus has a second benefit, and that’s the ability to deliver improved efficiencies that improve profitability. This starts with leveraging analytics to better understand your own business performance while at the same time monitoring the type of brand experience that you’re delivering to your customers. These actionable insights are, then, applied to the planning process to improve execution, drive increased profitability, and ensure a consistent experience that deepens the brand relationship, engenders increased trust, and spawns brand advocacy. In this way, Smarter Commerce drives profitable growth…through improved profitability and increased spend.
- And so, a new vantage point emerges…a view of all your customers’ interactions with your brand as seen through her eyes…a view that highlights all opportunities to improve that brand experience in such a way that it deepens the relationship your customers have with you, and therefore, their loyalty to your brand.
- IBM’s integrated portfolio for Smarter Commerce Value chain strategy and services —From a strategic level, smarter commerce informs your organization’s approach to its entire value chain. It aligns the business model with customer needs, reorienting internal innovation, supply chain management and more. It builds an agile business designed to serve ever-changing customers and marketplace conditions. Core business solutions—At a tactical level, these solutions address various aspects of your company’s commerce lifecycle. Each not only creates customer value in its own right but also integrates with other IBM solutions. To help accelerate the transformation to smarter commerce, these solutions can also use cloud computing technologies. Advanced analytics—Across the enterprise, the collection and analysis of data helps your organization focus on the changing needs of its customers. Analytics extracts actionable insight from sales, store operations, social media, customer loyalty programs and more. IBM SMartCloud and Workload Optimized Systems—Running an efficient enterprise means running an agile enterprise. Optimizing systems, integrating operations and automating processes allows your organization to focus on what it must do best: serve the customer.