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Adapting the Enterprise to the Speed of Change
RIS News Retail Technology Conference Workshop
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Presenters Naveen Sharma, Chief Innovation Officer, Retail & Consumer Products [email protected] Ph: 585.233.3237
Paul Wolf, Vice President, Retail & Consumer Products
[email protected] Ph: 972.679.7306
Dave Weinand, SVP & Group Publisher
Edgell Communications [email protected] Ph: 904.374.8590
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Retailers are Creating a Consistent Customer Experience Across Multiple Channels
Store
Catalog
Mobility
Social
Supply Chain / Order Management
eCommerce
Seamless Channel Integration
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Today a Customer Expects a Seamless Experience
Shopping experience can start at any channel and finish at another Harmonization of the digital and physical worlds
September 3, 2014 Xerox Confidential and Proprietary 4
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Agenda / Approach to Today’s Workshop
September 3, 2014 Xerox Confidential and Proprietary 5
Omni Channel
Execution Challenges
Omni Channel
Execution Issues
Value of Big Data &
Analytics
Team Discussion & Reporting on Related
Topics
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September 3, 2014 Xerox Confidential and Proprietary 6
Omnichannel Execution Challenges
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Omni-channel Execution Challenges Seamless cross-channel commerce
September 3, 2014 Xerox Confidential and Proprietary 7
Vendors Consumers
Complex channel orchestration of transactions by retailers and vendors. Yet flexible alignment between supply and demand.
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Omni-channel challenges: Future Proofing
September 3, 2014 Xerox Confidential and Proprietary 8
Enable agility, flexibility, and scalability for continuous evolution of technology and consumer experience.
2010-13 2013 2014 2015-16
Adapt for continuously changing consumer expectations
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September 3, 2014 Xerox Confidential and Proprietary 9
Omnichannel Execution Issues
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Key Omnichannel Execution Issues
September 3, 2014 Xerox Confidential and Proprietary 10
Omnichannel Readiness
Infrastructure Management
Seamless Channel Integration
Channel Synchronization
Continuous Innovation
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Infrastructure Management
September 3, 2014 Xerox Confidential and Proprietary 11
Each plays a role in a retailer’s store level technological health
Comprised of at least …:
Global Support Center
End to End Vendor Management
IT Service Management
Data
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Seamless Channel Integration
September 3, 2014 Xerox Confidential and Proprietary 12
Typical Cross Channel Activities (Use Cases) • Buy Online / Return in-store • Buy in-store / fulfill through online / direct • Buy online-direct, pickup in store • Buy via mobile device • Buy online/direct / fulfill through any store • Buy via social commerce site • Buy via TV
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Channel Synchronization
September 3, 2014 Xerox Confidential and Proprietary 13
Synchronize all paths of purchase for retail consumer • Learn their likes and shopping habits • Predict shopping behavior • Act with special offers to entice them
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Retail Continuous Innovation
September 3, 2014 Xerox Confidential and Proprietary 14
• Clusters of ideas converging together that represent opportunities
• Under utilized assets
• Assets available in industry
• New Ideas & capabilities from other industries
• Innovation Opportunities that will bring unique value
Ideas that fail are celebrated. Learning applied to other ideas that feedback into the overall process
Consumer Experience & Merchandise Strategy
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Continuous Innovation Ideas
Retail Video Analytics Platform and Services Retail store video analytics platform for tracking customers, processes and vehicles throughout a retail store environment to optimize operations
Predictive Customer Model for Personalized Communications in Retail Help a retailer better understand their consumers, by developing predictive methods through analytics to enhance the customer purchase decision journey, increase retailers marketing efficiency, and convert higher sales.
Asset Health Management for Retail Develop analytical tools and processes for assessing, managing and predicting asset performance in retail; IT assets and their health as well as all facility equipment in a retail store.
NearMe: Contextual loyalty-enhancing engagement platform Mobile, geo-location-based solution for targeting offers to customers through loyalty platforms.
Customer experience integration with ongoing improvement utilizing innovation
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Predictive Analytics
September 3, 2014 Xerox Confidential and Proprietary 16
Define Sense Predict Act
Actionable Outcomes Predictive Analytics
• Predictive infrastructure management (act before it happens) • Enabling discovery of customer needs, exposing variability, and targeting • Segmenting populations to customize actions • Replacing or supporting human decision-making with automated algorithms
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Source: www.datasciencecentral.com
Big Data Challenges
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Data Transformation
Reporting, Dashboarding Schema Design:
-Relational
Traditional Data Analysis
Unstructured, multi-modal data with diverse schema
Data in Retail
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The “New” in Analytics
September 3, 2014 Xerox Confidential and Proprietary 19
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Full Spectrum Approach
September 3, 2014 Xerox Confidential and Proprietary 20
Calls
IVR
Social Media Customer Feedback
Chat
Voice of the Customer
Marketing
Sales
Finance
Project Mgt. Executive
Legal
Suppliers
Operations Units
Actionable Intelligence
Rep Notes
Web
• Increased customer touch points • Make sense of voluminous data.
Better understanding of customer needs and behaviors drive;
• Focus on customer feedback • Targeted cross-selling • Tailored customer-based service
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September 3, 2014 Xerox Internal Use Only 21
Summary
Omni Channel
Execution Challenges
Omni Channel
Execution Issues
Value of Big Data &
Analytics
Team Discussion & Reporting on Related
Topics
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Discussion Topic #1:
How would you prioritize these technology trends in terms of enabling the omnichannel vision:
• Centralized order management platform
• Mobile POS
• Web-Based POS
• Data Analytics/BI
• Omnichannel Merchandising Platform
• Cross channel pricing intelligence
• Personalization and Cross Channel Loyalty System
• Flexible Fulfillment Platform
• Unified Transaction/Payment Platform
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Group Findings: Topic #1
Question: How would you prioritize these technology trends in terms of enabling the omnichannel vision:
Retailers answered…. 1. Core infrastructure / platforms topped the list as #1 priority for
retailers
2. Flexible fulfillment, centralized order management
3. Mobile and web based POS – near the top of the list
4. Cross channel pricing, merchandising platforms
5. Analytics – middle priority
6. Loyalty, personalization, and other options were at the bottom of retailer priorities
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Discussion Topic #2:
What are the 2-3 most pronounced changes you’ve seen in your customer’s shopping expectations? What steps have you taken to address these changes?
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Group Findings: Topic #2
Question: What are the 2-3 most pronounced changes you’ve seen in your customer’s shopping expectations? What steps have you taken to address these changes?
Answers included…. – Most pronounced changes in customer’s shopping
expectations:
• Smartphones, social media, associated tools and platforms
– Comments from retailers regarding how to address these changes:
• Training: (product, service, tech skills) – it’s a paradigm shift, requiring us to take ownership in these areas and have transparency across all parties (consumers and employees)
• Utilize digital media as a central thread
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Discussion Topic #3:
In an effort to provide the customer with a consistent experience across channels, what are the biggest challenges you are facing in integrating legacy and next generation systems?
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Group Findings: Topic #3
Question: In an effort to provide the customer with a consistent experience across channels, what are the biggest challenges you are facing in integrating legacy and next generation systems?
Retailer answers included…
• Begin with the end in mind - a consistent customer experience. Define the path to get there based on where you want to go
• Workforce/corporate culture and knowledge
• Replacing legacy systems to better facilitate omnichannel execution
• Leveraging data from many sources to glean actionable insights
• Allowing systems to be seamless in eyes of shopper, such as pricing
• Budget concerns
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Discussion Topic #4:
What types of data are you collecting and aggregating? What 3-5 ways are you using this data in your organizations to meet customer expectations?
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Group Findings: Topic #4 Question: What types of data are you collecting and aggregating? What ways are you using this data in your organizations to meet customer expectations?
Answers included… – Types of data being collected
• Basket analysis for promotions and targeted marketing, bill payment history
• Unstructured data
– Comments/concerns on data is being used/should be to meet customer expectations
• If you get ahead of the change, you can define innovation. Have the pulse to see ahead and plug in at the right time.
• Tech companies with no legacy experience are disrupting the industry, and lack insights into traditional retail point of view
• Lack of relevant KPIs makes things difficult
• Change is a constant positive – innovation lowers operational costs
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Discussion Topic #5:
How is innovation being fostered in your organization? What are the top 3 areas you believe innovation is most critical?
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Group Findings: Topic #5 Question: How is innovation being fostered in your organization? What are the top 3 areas you believe innovation is most critical?
Retailer comments / answers included… – How is innovation being fostered in your organization?
• “Innovation is being fostered similarly, but structured differently across different organizations. Some of us have teams, some have specific roles. The commonality is that success comes when there is buy-in at top levels of the organization. “
• “Regarding ecosystem – the areas that deserve the most innovative thought are platforms. However, POS, mobile, in-store or consumer devices aren’t far behind. Those are the things innovators are focusing time on to create a cohesive back end.”
– Top 3 areas innovation is most critical
• One company captures ideas and have technologists review
• Patent rewards – pay employees to develop patents
• VIP program where non-management runs and gets ideas across organization to submit up the chain of command. This drive the “speed of change” – getting new products to market quickly, improving infrastructure to increase communication at the front-line in-store employee level
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