Brooks Brothers Embarks on a Business Transformation with SAP HANA

Sahal S Laher, @sahal_laher

SESSION CODE: RL2325

Why retailers should embrace innovation

Making the shift from a retail company that uses technology to a technology company that runs retail

How to shape a global omni-channel supply chain that can dynamically respond to customer demand

LEARNING POINTS

@SAHAL_LAHER @BrooksBrothers

AGENDA

Are you ready for Omni-Channel?

Disrupt or Be Disrupted!

Evolution of the Customer Experience Collapsing the silos across channels Everyone and everything is connected! Personalization of Retail The Speed of Retail Fulfillment Flexibility Rise of the Millennials

What is Brooks Brothers doing about it? Phased Approach Near term vision and solution map Long term vision and solution map

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Are you ready for Omnichannel?!

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Disrupt or Be Disrupted*!

*Steve Lucas, President: SAP Platform Solutions

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Evolution of Customer Experience

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Collapsing the silos across channels

@SAHAL_LAHER @BrooksBrothers

Everyone and everything is connected!

@SAHAL_LAHER @BrooksBrothers

Personalization of Retail

@SAHAL_LAHER @BrooksBrothers

The Speed of Retail

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Fulfillment Flexibility

With 12 morefulfillment centers, Amazon will reach50

%

of the US populationwith same daydelivery

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Rise of the Millenials

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Brooks Brothers Journey

Our approach to the Transformation andTop 5 Priorities with

Roadmap

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This is more than a technology project…

Strategy and Vision1

2 Sequencing and Prioritization

3 Customer Experience

4 Technology

5 People and Change Management

6 Logistics

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Priority #1 – Customer Master

Understand the customer as a unique individual by collating all interactions and sales across all

channels into one place

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Priority #2 – Translate Data into Insights

“If I had asked people what they wanted,

they would have said better Excel

Spreadsheets.” @SAHAL_LAHER @BrooksBrothers

Priority #3 - Inventory Intelligence

Break down the barriers between channels and

have the right product in the right place at the

right time.@SAHAL_LAHER @BrooksBrothers

Priority #4 – Accurate Demand Forecasting

“Combine art and science to develop a dynamic and robust

way to forecast customer demand”

@SAHAL_LAHER @BrooksBrothers

Priority #5 – Personalization

“Maximize every customer interaction by focusing on what is important to that customer, generic

doesn’t work anymore” @SAHAL_LAHER @BrooksBrothers

Roadmap Summary

PHASE 1 •CAR Foundation plus CRM•Omni-channel Customer Master with SAP CRM – Customer Interaction Center•POS/DM

PHASE 2 •CAR Planning•Assortment Planning•Merchandise Planning

PHASE 3 •FMS•Europe Pilot•Global Rollout

PHASE 4 •Retire Legacy Systems•JDA and SAP AFS are fully retired•SAS data warehouse is decommissioned with all data now in HANA

Complete

Q4-2015

2016

2017

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Conceptual Snapshot

SAP FMS

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Near term Vision and Solution Map

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Long term Vision and Solution Map

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STAY INFORMED

Sahal Laher: @sahal_laher

Brooks Brothers: @BrooksBrothers

Follow the ASUGNews team:

Tom Wailgum: @twailgum

Chris Kanaracus: @chriskanaracus

Craig Powers: @Powers_ASUG@SAHAL_LAHER @BrooksBrothers

THANK YOU FOR PARTICIPATING

Please provide feedback on this session by completing a short survey via the event mobile application.SESSION CODE: RL2325For ongoing education on this area of focus,visit www.ASUG.com

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