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Omnichannel Commerce Best Practices

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Dive into these Omnichannel Commerce Best Practices by Haran S, Head of Business, SEA, SAP Hybris.

In this presentation content, Haran shares some of the best practices from SAP Hybris customers as well as the strategy to get started in embarking an omnichannel journey for your business.

And visit "The Future of Customer Engagement and Commerce" by SAP Hybris to get more valuable content around commerce, marketing, and customer engagement here: http://www.the-future-of-commerce.com/

Publicado en: Empresariales
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Omnichannel Commerce Best Practices

  1. 1. Best Practices in Omni-Channel Commerce S.Pranatharthi HARAN Head of Business – SAP Hybris, South-East Asia
  2. 2. CUSTOMER EXPERIENCE CUSTOMER INSIGHTS DIGITAL TRANSFORMATION Three  Relevant Trends
  3. 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. 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. 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INFORMATION TO BE CONSISTENT ACROSS CHANNELS 51%   EXPECT PROMOTIONS TO BE CONSISTENT 57% SAY VARIABLE PRICING IS OUTDATED. 69% UNIFIED BRAND PRESENCE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. 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. 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. 8. LEGACY APPLICATIONS, INTEGRATION CHALLENGES, AND DATA SILOS MAKE THIS IMPOSSIBLE TODAY. CRM. WEB CMS. MOBILE. MARKETING. OMS. STORES. CONTACT CENTERS. ETC. 8
  9. 9. BUY ONLINE $189 CAN’T RETURN IN-STORE NEGATIVE ONLINE EXPERIENCE
  10. 10. @ RECEIVE EMAIL PROMOTION WITH COUPON STORE CAN’T SCAN FROM MOBILE DEVICE NEGATIVE ONLINE EXPERIENCE
  11. 11. $189 SOLUTION: PROVIDE POSITIVE BRAND EXPERIENCE
  12. 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. 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. 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. 15. • CONVENIENCE • CONSISTENCY • RELEVANCE • EMPOWERMENT • AGILITY MEET TODAY’S CUSTOMERS’ EXPECTATIONS
  16. 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
  17. 17. CONSISTENCY CONSISTENCY IS ABOUT BUILDING A UNIFIED BRAND PRESENCE ACROSS MULTIPLE CHANNELS THAT CUSTOMERS COME TO TRUST.
  18. 18. RELEVANCE THE EVER-CONNECTED CUSTOMER EXPECTS BRAND INTERACTIONS TO BE, HIGHLY PERSONALIZED, IN REAL-TIME, AND TAILORED TO BUYING PREFERENCES.
  19. 19. 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.
  20. 20. AGILITY IN ORDER TO BE AGILE, BUSINESSES MUST USE ANALYTICS TO RECOGNIZE MARKET CHANGES AND SHIFTS IN BUYER BEHAVIOR IN REAL-TIME.
  21. 21. •  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  
  22. 22. 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
  23. 23. 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  
  24. 24. SEA: STRENGTH ACROSS ALL INDUSTRIES
  25. 25. Beyond CRM Beyond Commerce Beyond Marketing Beyond Sales Beyond Service
  26. 26. 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.

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