promotionmanagement fÜr den digitalen posjun 06, 2016 · promotionmanagement fÜr den digitalen...
TRANSCRIPT
PROMOTIONMANAGEMENTFÜR DEN DIGITALEN POS
STRICTLY CONFIDENTIAL
Dr. Wolfgang Faisst, Head of SAP Exchange Media
June 6, 2016
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 2
This presentation outlines our general product direction and should not be relied on in making a purchase decision.
This presentation is not subject to your license agreement or any other agreement with SAP. SAP has no obligation to pursue any course of business outlined in this presentation or to develop or release any functionality mentioned in this presentation.
This presentation and SAP's strategy and possible future developments are subject to change and may be changed by SAP at any time for any reason without notice.
This document is provided without a warranty of any kind, either express or implied, including but not limited to, the implied warranties of merchantability, fitness for a particular purpose, or non-infringement. SAP assumes no responsibility for errors or omissions in this document, except if such damages were caused by SAP intentionally or grossly negligent.
Disclaimer
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 3
AGENDA - Opportunities for Collaboration
1. Drivers of innovation
2. Digital POS along the customer journey
3. Omni-channel approach
4. Discussion and next steps
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 4
Key drivers of innovationTechnology push & Customer pull
Technology push Customer pull
Increased hardware performance (main memory, multi-core, parallel processing)
In-memory databases (all data in-memory, column Store, OLAP + OLTP, no aggregates, …)
Big data (explosion volume + variety + velocity of data driven by the internet, …)
Internet of things (availability of cheap sensors everywhere)
Increased software capabilities
(predictive analytics, data mining, operations research, natural language processing)
Business agility (Real time business: time to innovate, time to market, time to react, time to adjust business model)
Consumerization of IT (innovation in IT driven by consumer electronics, social media)
Segment of one (precise targeting of customers, personal recommendations)
De-layering and empowerment (data-driven and analytical work, empowerment of front-line workers)
DIGITAL INNOVATION
Digitized companies fully exploit enhanced technology to build digital innovations thatmeet changing customer needs & leading to the network economy
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 5
Demand PullSmartphone usage in Germany: Always on via smartphone*
*Sources: Mobile Impact Academy I: Smartphone-Nutzung in Deutschland; Statisa; SYZYGY Digital at Point of Sale
• 49% use their smartphone to got store locations
and product availability
• 97% do overall shopping research with
smartphone
• Research-Online-buy-Offline is a growing trend
• Smartphones are used constantly during the day
regardless of gender or age
• Smartphones are used on weekdays as intense as
on the weekend
• 35,72 million use the internet via mobile phone in
2015
• 68,14 million will have a smartphone in 2019
Connected, always on and well-informed customer leads to connected retail
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 6
Most popular mobile apps in Germany3rd party apps are key to close the loop
• Most popular apps are from internet players, social media, and media companies
• Retailers can benefit from advertising on the most popular apps to reach their audience Ranking Top apps 2015 by monthly active users (with out games) Top app today by download
1 WhatsApp Messenger Whatsapp Messenger
2 Facebook Snapchat
3 Youtube MSQRD
4 Facebook Messenger Youtube
5 Google Maps Instagram
6 Amazon Facebook Messenger
7 eBay Facebook Messenger
8 Google Musical.ly
9 DB Navigator Shpock
10 Shazam Ebay Kleinanzeigen
11 Clean Master Pinterest
12 Dropbox Spotify
13 wetter.com Runtastic
14 Skype Google Maps
15 Web.de DB Navigator
16 GMX Amazon
17 TV Spielfilm Skype
18 Mobile.de Shazam
19 Kicker Deezer
20 Spiegel Online Dropbox
…
… Retailer's Retailer's
Internet players & social mediaMedia houses
eCommerce & retail
Sources: App Annie 2015 Retrospective; AGOF mobile facts 2015-I; Apple Appstore Topcharts 26.04.2016
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 7
E2E shopping scenario – Advertiser perspective Closed loop advertising from planning to proven purchase
3rd Party Apps
SA
P X
M a
dv
ert
isin
g
AP
I & S
DK
Retail
Brand Apps
Brand USER TARGETED CAMPAIGNS & PROMOTIONS
Retailer‘s Apps
CONSUMER PROFILING
SAP CDM (Including SAP CAR)
DATA ENRICHMENT*
* SAP CDM = SAP Customer Data Management across all SAP solutionsSAP CAR = SAP Customer Activity Repository (with feed from POS data)
SAPRetail
CRM
POS TARGETED OFFERINGS
Hybris MKTG
CRM
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 8
EXCHANGE
(third-party or publisher-owned)
SSP
(third-party or publisher-owned)
SAP XM DMP 3rd party DMP
Campaigns, target groups, …
Campaign results
Targeting data Targeting data
Standard formats
yMarketing
yCommerce incl. SeeWhy
SAP CRM / Cloud for Customer
SAP CAR (POS data)
** yProfile = Customer data management = Unified customer profile across all internal (SAP/Hybris) systems
Process efficiency improvement by elimination of media breaks
Handover of target segment information, matching of target customers
Real-time reporting - CMO dashboard as part of SAP’s board room of the future
Agile optimization of campaigns based on real-time information
SAP data sources
Concur (incl. TripIt)
SAP Consumer Insights 365
yProfile**
Etc.
Leveraging 360° Data (internal and external)Driving customer relevancy
ADVERTISER
(broad collection of consumer-related data)
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 9
Advertising EffectivenessE-to-E process excellence from planning to real-time optimization and billing*
Mobile payment
Plan campaignDetermine advertising
Execute advertisingMeasure consumer
reactionMeasure buying
Adapt on consumer reaction
SAP XM (ad tactics, targeting optimization)
SAP XM (programmatic buying & ad
recommendation - CPx based)
SAP XM (view, click, conversion / e.g., coupon
redemption) SAP Hybris Commerce (buy)
SAP Retail (buy)SAP Hybris Profile (consumer touch points*)
SAP Hybris Marketing
SAP CRM
SAP Retail (Promotion Management)
SAP Hybris Marketing
SAP CRM
SAP Retail (Promotion Management)
WLAN, Beacon at POS => transferred to SAP XM
(DooH advertising)
* Corporate websites, corporate eCommerce sites, call centers via SAP CRM, …
SAP able to cover the E2E campaign journey from advertisers
SAP XM closing the current gap in SAP’s portfolio
Google and other AdTech companies cannot cover the complete process given lack of enterprise data
Ad tech player coverageSAP XM
Advertiser (CPG, Retail)
Retail
SAP XM coverage
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 10
Advanced capabilities of eCommerce
Precise targeting
• Cross-device and multi-channel targeting along the
customer journey
• Personalized recommendations, promotions, and
advertisements
Data availability
• Advanced customer analytics based on customer
purchasing history leading to future promotion and
advertising advantages
• Unique customer information
• Tracking of advertising, promotion & marketing
activities influence on customer behavior along the
customer decision journey
Ongoing optimization of advertising, promotion and
marketing activities
eCommerceDeveloped advanced capabilites for better targeting the consumers
Impact
Convenience
• Unique, yet flexible customer shopping
experience to attract customers (1-click-
shopping)
• 24x7 shopping
• Information and reviews about products always
available without additional research effort
Scalability
• Easy to expand into new markets
• Complete self service model
Personalization
• Consumers can shop online from anywhere at
anytime
• Personalized advertising and customized
approaches based on individual consumer
requirements will
Data
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 11
eCommerceeCommerce is growing,but the POS stays the dominant sales channel for retail
Source: Statista; marketing+ Universität Siegen
• Overall retail eCommerce sales (CAGR) in Germany from 2012 to 2017 is forecasted to grow by 8,9% • Food and grocery eCommerce sales (CAGR) will grow by 1,7% from 2013 to 2016• POS remains the dominant channel
11,2 13,1 13,8 15 16,3 17,5 18,7
82,882,8 82,8
82,882,7
82,7 82,6
0
10
20
30
40
50
60
70
80P
op
ula
tio
n i
n G
erm
an
y in
mill
ion
Forecast of total eCommerce user in Germany within the FMCG sector
2014 2015 2016 2017 2018 2019 2020
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 12
eCommerce Digitalization within FMCG does not only mean eCommerce andonline
2020 forecast20142009
0,6 1,3
4,9 4,1
9,6
17,3
8,7
19,6
26,5
10,5
21,6
33,5
Consumer electronics Fashion & accessoires Furniture and home appliance FMCG
Sh
are
of
eC
om
me
rce
(in
%)
on
to
tal r
ev
en
ue
Source: IFH Köln, Branchenreport Online-Handel 2015
• POS will remain the dominant channel in Germany, especially in FMCG:
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 13
Target area
Digital Transformation of the POS Learning from eCommerce and combining the best of both worlds
Hyper-local targeting of
consumers in a defined
buffer around the store
Campaigning on mobile
apps, e.g. personalized
coupons
Leading potential
customers to the store
Tracking of consumers
enabled by
identification of
smartphone
Heatmaps supporting
traffic analysis and
assortment
optimization
Promotions in„cold“
store areas to leverage
the full potential of the
shopping area
Seamless payment via
NFC technology
Redemption of mobile
coupons
Simple participation
within customer loyalty
program
Advertising gets
measureable via direct
linking to the CRM data
In-store Target areaNext to the store
Service ExperienceElectronic payment Consumer tracking Connected retail Digital demand generation
DooH leading to
awareness right
before the store
Retailtainment
outside and in-store
increasing the
shopping experience
Service experience
increases as digital POS
combines the best of
offline and online world
Recommendations on
purchased goods can
be made
Digital demand
generation for another
partner in the SAP XM
ecosystem on basis of
the purchase
Opportunity of
consumer
personalization leading
to increasing service
experience
Assitive Consumer
Technology, e.g. in-
store displays for self-
service consulting
Assitive Retail
Technology, e.g. in-
store apps for sales
staff*
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 14
Target area
Digital Transformation of the POS Learning from eCommerce and combining the best of both worlds
Hyper-local targeting of
consumers in a defined
buffer around the store
Campaigning on mobile
apps, e.g. personalized
coupons
Leading potential
customers to the store
Tracking of consumers
enabled by
identification of
smartphone
Heatmaps supporting
traffic analysis and
assortment
optimization
Promotions in„cold“
store areas to leverage
the full potential of the
shopping area
Seamless payment via
NFC technology
Redemption of mobile
coupons
Simple participation
within customer loyalty
program
Advertising gets
measureable via direct
linking to the CRM data
In-store Target areaNext to the store
Service ExperienceElectronic payment Consumer tracking Connected retail Digital demand generation
DooH leading to
awareness right
before the store
Retailtainment
outside and in-store
increasing the
shopping experience
Service experience
increases as digital POS
combines the best of
offline and online world
Recommendations on
purchased goods can
be made
Digital demand
generation for another
partner in the SAP XM
ecosystem on basis of
the purchase
Opportunity of
consumer
personalization leading
to increasing service
experience
Assitive Consumer
Technology, e.g. in-
store displays for self-
service consulting
Assitive Retail
Technology, e.g. in-
store apps for sales
staff*
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 15
Demand side managementAssisted E2E geo campaign definition – Quick Demo 1/6
Run Geo Campaign
Target all Retailer's stores
Target consumers on mobile devices from 05:00 to 22:00 CET.
Quick Demo Overview
* Planned or WIP features
Retailer's Germany Retailer's Germany – all stores
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 16
Demand side managementAssisted E2E geo campaign definition – Quick Demo 2/6
1) Define Campaign Start / End
2) Select all stores of company X (Retailer's) in target region (Germany)*
Simple geo-campaign definition
Retailer's, GermanyRetailer's, Germany – all stores
* Planned or WIP features
Aldi
Retailer's, Germany – all stores
Rewe
Netto
Penny
Edeka
Retailer's
Norma
ILLUSTRATIVE EXAMPLE
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 17
Demand side managementAssisted E2E geo campaign definition – Quick Demo 3/6
3) (Optional) Zoom-In for better visual control
Simple geo-campaign definition
* Planned or WIP features
Retailer's, GermanyRetailer's, Germany – all stores
Aldi
Retailer's, Germany – all stores
Rewe
Netto
Penny
Edeka
Retailer's
Norma
ILLUSTRATIVE EXAMPLE
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 18
Demand side managementAssisted E2E geo campaign definition – Example 4/6
4) Define buffer distance on target locations
5) Define day and daytime parting
6) Add to targeting
Simple geo-campaign definition
* Planned or WIP features
200
Retailer's Stores, Germany 3.200 locations
ILLUSTRATIVE EXAMPLE
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 19
Demand side managementAssisted E2E geo campaign definition – Example 5/6
7) Review defined geo fences
Simple geo-campaign definition
* Planned or WIP features
Aldi
Rewe
Netto
Penny
Edeka
Retailer's
Norma
Kaufland
Retailer's stores – 200 m
ILLUSTRATIVE EXAMPLE
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 20
Demand side managementAssisted E2E geo campaign definition – Example 6/6
8) Check campaign prediction (reach, impressions and clicks)*
9) Save targeting and activate campaign
Simple geo-campaign definition
Retailer's, Germany Retailer's, Germany
* Planned or WIP features
ILLUSTRATIVE EXAMPLE
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 21
C A M P A I G N M O N I T O R I N G- G e o - A n a l y t i c s G e o - A n a l y t i c s
I n t e r a c t i v e V i s u a l A n a l y t i c s
F i l t e r
A l l c a m p a i g n s w i t h c a m p a i g n K P I
ILLUSTRATIVE EXAMPLE
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 22
Target area
Digital Transformation of the POS Learning from eCommerce and combining the best of both worlds
Hyper-local targeting of
consumers in a defined
buffer around the store
Campaigning on mobile
apps, e.g. personalized
coupons
Leading potential
customers to the store
Tracking of consumers
enabled by
identification of
smartphone
Heatmaps supporting
traffic analysis and
assortment
optimization
Promotions in„cold“
store areas to leverage
the full potential of the
shopping area
Seamless payment via
NFC technology
Redemption of mobile
coupons
Simple participation
within customer loyalty
program
Advertising gets
measureable via direct
linking to the CRM data
In-store Target areaNext to the store
Service ExperienceElectronic payment Consumer tracking Connected retail Digital demand generation
DooH leading to
awareness right
before the store
Retailtainment
outside and in-store
increasing the
shopping experience
Service experience
increases as digital POS
combines the best of
offline and online world
Recommendations on
purchased goods can
be made
Digital demand
generation for another
partner in the SAP XM
ecosystem on basis of
the purchase
Opportunity of
consumer
personalization leading
to increasing service
experience
Assitive Consumer
Technology, e.g. in-
store displays for self-
service consulting
Assitive Retail
Technology, e.g. in-
store apps for sales
staff*
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 23
Digital-out-of-HomeDigital displays becoming interactive & advertising can be personalized
• Recognize users via beacons
• Potential to personalize the content on the screens
• Possibility to offer coupons and personalized promotions near the stores
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 24
• Increasing awareness outside the store
• Interact with personalized offers outside and in-store, e.g. on digital price tags
Source: PRESTIGEenterprise; SYZYGZ Digital at Point of Sale
In-store displaysRetail-tainment
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 25
Target area
Digital Transformation of the POS Learning from eCommerce and combining the best of both worlds
Hyper-local targeting of
consumers in a defined
buffer around the store
Campaigning on mobile
apps, e.g. personalized
coupons
Leading potential
customers to the store
Tracking of consumers
enabled by
identification of
smartphone
Heatmaps supporting
traffic analysis and
assortment
optimization
Promotions in„cold“
store areas to leverage
the full potential of the
shopping area
Seamless payment via
NFC technology
Redemption of mobile
coupons
Simple participation
within customer loyalty
program
Advertising gets
measureable via direct
linking to the CRM data
In-store Target areaNext to the store
Service ExperienceElectronic payment Consumer tracking Connected retail Digital demand generation
DooH leading to
awareness right
before the store
Retailtainment
outside and in-store
increasing the
shopping experience
Service experience
increases as digital POS
combines the best of
offline and online world
Recommendations on
purchased goods can
be made
Digital demand
generation for another
partner in the SAP XM
ecosystem on basis of
the purchase
Opportunity of
consumer
personalization leading
to increasing service
experience
Assitive Consumer
Technology, e.g. in-
store displays for self-
service consulting
Assitive Retail
Technology, e.g. in-
store apps for sales
staff*
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 26
In-store analysisConsumer tracking with SAP CAR & SAP HANA Cloud Platform
Heatmapping - Functionality
Anoym in-store data, generated with the help ofwifi sensors, are visualized through heatmapping
The heatmapping „Core Engine“ is available on HANA Cloud Plattform and can be used via different sensor technologies
The usage of heatmapping helps to gain insightsand leverage the personalization of thepurchase, service and in-store experience ofevery single customer
Retailer's in-store
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 27
Target area
Digital Transformation of the POS Learning from eCommerce and combining the best of both worlds
Hyper-local targeting of
consumers in a defined
buffer around the store
Campaigning on mobile
apps, e.g. personalized
coupons
Leading potential
customers to the store
Tracking of consumers
enabled by
identification of
smartphone
Heatmaps supporting
traffic analysis and
assortment
optimization
Promotions in„cold“
store areas to leverage
the full potential of the
shopping area
Seamless payment via
NFC technology
Redemption of mobile
coupons
Simple participation
within customer loyalty
program
Advertising gets
measureable via direct
linking to the CRM data
In-store Target areaNext to the store
Service ExperienceElectronic payment Consumer tracking Connected retail Digital demand generation
DooH leading to
awareness right
before the store
Retailtainment
outside and in-store
increasing the
shopping experience
Service experience
increases as digital POS
combines the best of
offline and online world
Recommendations on
purchased goods can
be made
Digital demand
generation for another
partner in the SAP XM
ecosystem on basis of
the purchase
Opportunity of
consumer
personalization leading
to increasing service
experience
Assitive Consumer
Technology, e.g. in-
store displays for self-
service consulting
Assitive Retail
Technology, e.g. in-
store apps for sales
staff*
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 28
Coupon redempetionLoyalty and integrating check out
1) An nutella coupon ad isdisplayed during surfing
4) In background a new personalized coupon is created and shown on publishers inventory
5) He clicks on that Coupon to download it locally in his wallet app
6) Coupon is offline stored in the Wallet
8) On the POS he shows the coupon forredemption and gets the discountimmediately
2) Visitor clicks on that Ad
7) He goes shopping
Interaction with SAP XM
• Using coupons must be as simple as possible for the consumer:
9) Coupon redemption is integrated intothe check out and can interact with [y] Marketing Loyalty to accredit points tocustomers loyalty member account
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 29
Omni-channel CommerceDigital POS combines eCommerce and POS advantages
Criteria POS eCommerce Digital POS
Assortment - Most popular products + Broad assortment incl. long tail + Most popular products + ACT for broader assortment
Consulting + Personal - Limited (online chat) + Personal or Self Service
Trial + Possible - Via shipment + Possible
Transportation - Purchases to be carried + Logistics service +- Purchases can be carried
Consumption + Immediate - After shipment +- Can be Immediate
Exchange + Simple - Via shipment +- Can be Simple
Shoppingexperience
High Medium High
Shoppingconvenience
Medium High High
• Companies like amazon are continuously elimianting sources of friction*• Digital POS can combine a broad range of eCommerce and in-store metrics* • But digital POS is the ideal combination of best of both worlds:
Source: McKinsey & Company survey slides attached in the back up
© 2016 SAP SE or an SAP affiliate company. All rights reserved CONFIDENTIAL 30
Omni Channel Commerce Architecture RetailLeveraging the full potential of both worlds
Order Orchestration
Omni Channel Product Availability
In-Store
Fulfillment
Execution
Order Lifecycle
Management
Financial
Execution
Experience Mgmt
Personalization
Product Content
Commerce Mgmt
IS-Retail / FMS
Warehouse
Fulfillment
Execution
hybris Commerce Platform
CAR
Order Sourcing
hybris MarketingMDG
Product
Customer
POS by GK
Real-time Inventory
In-Store Clienteling
Customer Profiling Planning
Acquisition
Segmentation
Recommendation
OrchestrationOmni Channel Price Execution
Store Backoffice
Mgmt
POS Transaction
Mgmt
Mobile POS
BeaconData
Data Provider
EWM
Yaas Micro
Services
Marketplace
SAP CRM
Loyalty Mgmt
Interaction Center
BI
Business
Warehouse
SAP Exchange Media
Ad Campaigns
Targeting
Real-time Bidder / Buying
Ad Tracking
THANK YOU!
Wolfgang Faisst
STRICTLY CONFIDENTIAL
www.sapexchange.media
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 32Public
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate
company) in Germany and other countries. Please see http://global12.sap.com/corporate-en/legal/copyright/index.epx for additional trademark information and notices.
Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors.
National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or its
affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products and
services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as
constituting an additional warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop
or release any functionality mentioned therein. This document, or any related presentation, and SAP SE’s or its affiliated companies’ strategy and possible future
developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time
for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-
looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place
undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions.