retail trends & (future) business models for personalized marketing
TRANSCRIPT
(Future)(Business(Models(for(Personalized(Marketing
Jerry(J.(StamIBM(Global(Business(Services
Direction) MulticanalP.)2 1
TOPICS
! The(rules(of(the(game(they(are(changing
! Customer(centricity(for(real?
! How(to(operationalize(oneItoIone(
Omni@Marketing) :) Iteration) 1)– Consistency) 1 Scoping
Direction) MulticanalP.)3 1
Do(you(remember?
Direction) MulticanalP.)4 1
Retail(is(going(global(from(a(customers(perspective
• 75%)van)de)bedrijven waar Belgen via)de)webwinkelshoppen is)buitenlands.
• 52%)hiervan zijn puur buitenlandse bedrijven,) 23%)zijnbuitenlandse bedrijven met)een fysieke aanwezigheidin)België.
http://www.bloovi.be/nieuws/detail/belgen1shoppen1online1vooral1in1het1buitenland
• Het)onderzoek van)Ipsos toont bovendien aan datcross1border)shoppers)2)keer zoveel spenderen alsconsumenten die)enkel binnen de)landsgrenzen online)kopen.)
Direction) MulticanalP.)5 1
Direction) MulticanalP.)6 1
Forrester:('Internet(will(influence(most(purchases’
Direction) MulticanalP.)7 1
Scale(matters:(“With(more(than(6,500(stores,(Ahold(Delhaize(expects(to(have(the(scale(to(innovate”
Title)quote:)http://www.wsj.com/articles/ahold1delhaize1agree1291billion1merger11435125785
Direction) MulticanalP.)8 1
! Personalization(is(the(new(omnichannel
! It’s(all(about(the(experience
! Brick(is(the(new(black
! Redesigned(supply(chain
! Pervasive(application(of(technology
New(rules(of(the(game(for(your(company
Direction) Multicanal
#1)1 PERSONALIZATION)IS)THE)NEW)OMNICHANNEL
Direction) MulticanalP.)10 1
Direction) Multicanal
#2)1 IT�S)ALL)ABOUT)THE)EXPERIENCE
Direction) Multicanal
THE$LAST$BEST$EXPERIENCE$ANYONE$HAS$ANYWHERE$BECOMES$THE$MINIMUM$
EXPECTATION$FOR$THE$EXPERIENCE$THEY$WANT$EVERYWHERE
Direction) MulticanalP.)13 1
Financier(3i(boekt recordwinstmet(winkels Action
Direction) Multicanal
Waar moet Blokker Holding(beginnen met(dweilen?
9/21/15 ©)2015) IBM
De)jaarcijfers over)2014)liegen er dan ook niet om. De)operationele winst van)Blokker Holding) is)in)2014)met)53)
procent gedaald naar 65,3)miljoen euro.
Direction) Multicanal
#3)1 BRICK)IS)THE)NEW)BLACK
Direction) MulticanalP.)16 1
Macy’s(is(making(major(push(for(sameIday(delivery
http://www.planetretail.net/newsandinsight/article/144704?utm_source=email&utm_medium=email&utm_campaign=GlobalRetailNewsInsight&senddate=24002015
Direction) MulticanalP.)17 1
Alibaba’s $161M(SameIDay(Grocery(Delivery(Play
http://www.pymnts.com/news/2015/alibabas1161m1same1day1grocery1delivery1play/
Direction) MulticanalP.)18 1
Wehkamp start(met(same(day(delivery(in(heel(Nederland
http://twinklemagazine.nl/nieuws/2015/08/wehkamp1start1met1same1day1delivery1in1heel1nederland/index.xml
Direction) Multicanal
#4:)REDESIGNED)SUPPLY)CHAIN
Direction) MulticanalP.)20 1 25/8/15:)Facebook)– Marcel)van)Driel
Direction) MulticanalP.)21 1 14/8/15:)Albert)Heijn launches)AllerhandeBox
Direction) MulticanalP.)22 1 10/9/15:)ProductenAlbert)Heijn en)Hema verhandeld op)Taobao.com
Direction) Multicanal
#5:)PERVASIVE)APPLICATION)OF)TECHNOLOGY
Direction) MulticanalP.)24 1
Direction) MulticanalP.)25 1https://developers.bol.com/nieuws/openapi/nieuws/nieuwe1responsive1checkout/
Direction) MulticanalP.)26 1
Carrefour(pioneers(iBeacons in(Romania
http://www.itproportal.com/2015/07/22/carrefour1ibeacon1romani an1roll out/
Direction) MulticanalP.)27 1 Omni@Marketing) :) Iteration) 1)– Consistency) 1 Scoping
TOPICS
! The(rules(of(the(game(they(are(changing
! Customer(centricity(for(real?
! How(to(operationalize(oneItoIone(
Direction) Multicanal
Direction) MulticanalP.)29 1
Miles(from(Athens,(Greeks(overseas(buy(groceries(for(family(back(home
Direction) MulticanalP.)30 1
A(shift(in(core(processes(is(required
Merchandising
InventoryManagement
Marketing
Design
Stores
Supply(Chain
Designing) for)the)brand/customer
Telling)the)product)story)across)multiple)channels/technologies
Buying)to)support)customer)demand(regardless) of)channel)
“Narrow1casting”
Fulfillment/systems)optimized)around) customer)demand
Customer/Brand) experience) center
eCommerce Powering/enabling) cross1channel)shopping) behavior
Traditional
OmniIchannel
From(functional(
expertise(and(efficiency
To(optimization(around(the(customer((
Direction) MulticanalP.)31 1
Implications
1. Retailers)will)need)to)become)increasingly)agile)
2. Know)the)customer)even)better
3. Build)solutions)that)exceed)expectations)without)denting)profit
4. Change)processes,)routines,)talent)mix)and)organizational)structures
Source:))Planet)retail)1 The)Retail)Business)Model)of)the)Future)
Direction) MulticanalP.)32 1
2:(Know(the(customer(even(better
http://www.waitrose.com/home/mywaitrose/pick1your1own.html
Direction) MulticanalP.)33 1
3:(Build(solutions(that(exceed(expectations
P.‹#›)1 29/09/2014
Direction) MulticanalP.)34 1
Impact(on(retail(business(models
Source:))Planet)retail)1 The)Retail)Business)Model)of)the)Future)
Direction) MulticanalP.)35 1 Omni@Marketing) :) Iteration) 1)– Consistency) 1 Scoping
TOPICS
! The(rules(of(the(game(they(are(changing
! Customer(centricity(for(real?
! How(to(operationalize(oneItoIone(
Direction) MulticanalP.)36 1
IBM)CONFIDENTIAL
Omnichannel,(Engagement(&(Analytics(for(Customer(Centricity
1.(eCommerce(&(
OmniIChannel(
2.(Core(Retail(EA(
SAP(/(Oracle(/(Microsoft
5.(Retail(Back(Office
(AMS(&(GPS)
3.(Consumer(
Engagement((
4.(B2E(Apple(+(Mobile 6.(E2E(Analytics
Direction) MulticanalP.)37 1
The(IBM(Commerce(for(digital(retail(business
Market
Fulfill
SellKnow
Engage Campaign Interact
Support Deliver Order
CustomerAction
SegmentInsight
InspireOffer
Commerce
• Marketing) Cloud) – (Silverpop) Engage)• Marketing) Software) )1 Campaign,) Mktg)Operations,) Optimization,) Interact,) Distributed) Mktg)(Unica)• NEW!)Jouerney) Designer/Analytics,) Customer) Data) Exchange• Mobile) Customer) Engagement) – Mobile) Push) Notifications,) Mobile) Web)Push) (Xtify)
• B2C)Commerce) – (Websphere) Commerce)) )• Omn1Channel) Merchandising) – Shopper)Insights,) Price)&)Promotions) etc) (DemandTec)• Payments) Management) 1 (Payment) Gateway)
• Mobile) Apps) 1 eg)Sales) Assistant• Product) Information) Mgmt)(Infosphere) PIM)• Presence) Zones
• Order) Mgmt)– (Sterling)• Store) Inventory) Mgmt) &)WMS)1 (Sterling)• Call)Center) for)Commerce) – (Sterling)• Procurement) – Contract) Mgmt,) Supplier) LCM,)Sourcing) (Emptoris)
• Mobile) Apps) – eg)Pick)&)Pack
• Digital)Analytics,) Prod Recomms (Coremetrics)) )• Customer Experience Management) )(Tealeaf)
• Social) Media) Analytics (Cognos)• Predictive Customer Intelligence (Cognos,SPSS)• Next Best) Action) /)Action) Clusters)• Engagement Advisor (Watson)• Watson) Analytics (Watson)
• Customer) Master) Data) (Infosphere) MDM)• Customer) Datawarehouse) (DB2,)Cognos)
Direction) MulticanalP.)38 1
Sterling(DistributedOrder(Management
•Order&promise&including&single&view&of&order&history,&fulfillment&status&and&single&order&repository&with&omni9channel&order&capture
• Provide&consistent&inventory&visibility&with&real9time&inventory&changes,&reducing&supply&chain&costs&by&optimizing&and&coordinating&global&inventory&across&sites&and&enterprises&
•Maintain&and&enforce&consistent&pricing&and&promotion&rules
Direction) MulticanalP.)39 1
Calvin(Klein(now(on(Mobile(and(throughout(Europe
9/21/15©)2015) IBM
Direction) MulticanalP.)40 1
IBM)CONFIDENTIAL
Omnichannel,(Engagement(&(Analytics(for(Customer(Centricity
1.(eCommerce(&(
OmniIChannel(
2.(Core(Retail(EA(
SAP(/(Oracle(/(Microsoft
5.(Retail(Back(Office
(AMS(&(GPS)
3.(Consumer(
Engagement((
4.(B2E(Apple(+(Mobile 6.(E2E(Analytics
Direction) MulticanalP.)41 1
Omni@Marketingproject(I Program(objectives
1. Progressively)provide)a)better(customer(experience(thanks)to)a)better(integration(of(digital(channels(
2. Build)consistent)endItoIend(marketing(processes(shared(by(all(business(units
3. Guarantee)transparency(and(operational(efficiency((budgets,)results)
4. Industrialize)and)improve)productivity
5. Enable)marketing)teams)to(be(« marketers » again
Direction) MulticanalP.)42 1
The(program(objective
8
7
6
5
43
2
1
Data)integration) &)transformation
Coordinated) Customer)Strategy
Marketing)performance)optimization
Optimized)Client)engagement
Customer)decisioningOptimized)Mkg processes)&)KPIs
Customer)analytics
Marketing)measurement
Create)CentralizedMarketingStrategy,Data)&
Processes
EquipMarketersWith
ActionableAnalyticsInsights
Optimize)ConsumerContact)Strategies
The(marketing(engagement( iterative(process
Direction) MulticanalP.)43 1
Customer(Dialogue(in(IKEA
Direction) MulticanalP.)44 1
Technology(Framework(– Customer(Dialogue(Solution
Cross(Channel(Campaign(Management
IBM)CampaignEnable)marketing)program)management) and)marketing)process)automation.)Deliver)personalized,)relevant)marketing)messages)across)all)touch)points
IBM)Marketing)CloudEngage)customers)and)prospects)with)timely,)personalized)outbound)digital)messages.)
Member(Applications(&(Information(Foundation
IBM)Portal)/)CommerceDeliver customized,)differentiated multi1channel web experiences via)a)single)access point to)web content and)applications.)e.g.)Registration,)
DB2)Dash DB)databaseDB2)Dash DB) is)optimized to)deliverindustry1Leading performance acrossmultiple workloads,)while loweringadministration,)storage,)development and)server costs.
Advanced(Analytics(and(Reporting
SPSSIBM)SPSS)Predictive)Analytics)provides)market)leading) data)collection,)statistics,)predictive)modeling) without)programming
Cognos)BICognos)BI)brings)reporting,)analysis,)modeling,)planning) and)collaboration)together)for)smarter)decision)making)and)better)business)outcomes.
Direction) MulticanalP.)45 1
IBM)CONFIDENTIAL
Omnichannel,(Engagement(&(Analytics(for(Customer(Centricity
1.(eCommerce(&(
OmniIChannel(
2.(Core(Retail(EA(
SAP(/(Oracle(/(Microsoft
5.(Retail(Back(Office
(AMS(&(GPS)
3.(Consumer(
Engagement((
4.(B2E(Apple(+(Mobile 6.(E2E(Analytics
Direction) MulticanalP.)46 1
TRADITIONAL( APPROACH BIG(DATA(APPROACH
Analyzedinformation
All) available)information
All) available)informationanalyzed
More(data(being(used(&(Reduced(effort(to(realize(value
Small)amount)of)carefully)organized)information
Large)amount)of)messy)
information
Direction) MulticanalP.)47 1
Understands natural language and human style communication
Adapts and learns from training, interaction, and outcomes
Generates and evaluates evidence-based hypothesis
1 2
3
Watson understands me.Watson engages me. Watson learns and improves over time.Watson helps me discover.Watson establishes trust.Watson has endless capacity for insight.Watson operates in a timely fashion.
Watson(is(a(cognitive(computing(solution(that(interacts(by(using(natural(language(to(generate(outcomes
Direction) MulticanalP.)48 1
Watson(Freemium(– Watson(Analytics
©)2015) International) Business) Machines) Corporation 48
• Watson)Analytics)reads)your)data)and)thenallows)you)to)ask)questions)of)that)data)in)plain)English
• Watson)Analytics)automatically)does)the)hard)mathematics)to)show)you)the)most)relevant)facts,)patterns)and)relationships.
• See)not)only)what)is)likely)to)happen)but)also)what)you)can)do)about)it.
Direction) MulticanalP.)49 1
• ERP,)business1critical)in1house)apps,)pre1web)patterns• Slow)change,)risk)mitigation,) vertical)scalability,)strong)SLAs,)ITIL1style)management,) regulated) industries
• Web,)mobile,)social,)media,)customer)analytics• Faster)time1to1market,) frequent)change,)agile,)DevOps,)API1driven)automation
Systems(of(record
Systems(of(engagementCloud(
Enablement
CloudIntegration
Cloud(is(relevant
Direction) MulticanalP.)50 1
Direction) Multicanal
IBM)&)SMA)@)NRF2015) :)• Our)delegation at)NRF)Expo)&)Convention• New)York)Store)Tour) (best)rating!)• Networking)and)best)practices)sharing
• VIP)moments• Sharing)same hotel
• Combined with Dutch)attendance• Blokker,)Carrefour,)Colruyt,)Cora,)Hema,)Hunkemöller,)Jumbo,)Makro,)Meno,)Rituals,)…
NRF2016:• Understand who from your company could participate• Contact)[email protected]
Direction) Multicanal
http://nl.linkedin.com/in/jerrystam
@ibm_retail_nl
www.ibm.com/retail
+31I(0)651285639
Thank You