Omnichannel Commerce Best Practices
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The document discusses best practices for omni-channel commerce. It outlines how customer expectations have increased, demanding convenience, consistency, relevance, empowerment and agility across channels. It also highlights the challenges many businesses face in supporting an omni-channel customer journey due to legacy systems and data silos. The SAP Hybris solution aims to provide a single view of product, customer and order data to enable a unified brand experience across all touchpoints.
Omnichannel Commerce Best Practices
- 1. Best Practices in Omni-Channel Commerce S.Pranatharthi HARAN Head of Business – SAP Hybris, South-East Asia
- 2. CUSTOMER EXPERIENCE CUSTOMER INSIGHTS DIGITAL TRANSFORMATION Three Relevant Trends
- 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. 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. 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PRODUCT INFORMATION TO BE CONSISTENT ACROSS CHANNELS 51% EXPECT PROMOTIONS TO BE CONSISTENT 57% SAY VARIABLE PRICING IS OUTDATED. 69% UNIFIED BRAND PRESENCE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. 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. 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. LEGACY APPLICATIONS, INTEGRATION CHALLENGES, AND DATA SILOS MAKE THIS IMPOSSIBLE TODAY. CRM. WEB CMS. MOBILE. MARKETING. OMS. STORES. CONTACT CENTERS. ETC. 8
- 9. BUY ONLINE $189 CAN’T RETURN IN-STORE NEGATIVE ONLINE EXPERIENCE
- 10. @ RECEIVE EMAIL PROMOTION WITH COUPON STORE CAN’T SCAN FROM MOBILE DEVICE NEGATIVE ONLINE EXPERIENCE
- 11. $189 SOLUTION: PROVIDE POSITIVE BRAND EXPERIENCE
- 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. 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. 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. • CONVENIENCE • CONSISTENCY • RELEVANCE • EMPOWERMENT • AGILITY MEET TODAY’S CUSTOMERS’ EXPECTATIONS
- 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
- 18. CONSISTENCY CONSISTENCY IS ABOUT BUILDING A UNIFIED BRAND PRESENCE ACROSS MULTIPLE CHANNELS THAT CUSTOMERS COME TO TRUST.
- 19. RELEVANCE THE EVER-CONNECTED CUSTOMER EXPECTS BRAND INTERACTIONS TO BE, HIGHLY PERSONALIZED, IN REAL-TIME, AND TAILORED TO BUYING PREFERENCES.
- 34. 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.
- 36. AGILITY IN ORDER TO BE AGILE, BUSINESSES MUST USE ANALYTICS TO RECOGNIZE MARKET CHANGES AND SHIFTS IN BUYER BEHAVIOR IN REAL-TIME.
- 37. • 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
- 38. 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
- 39. 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
- 40. SEA: STRENGTH ACROSS ALL INDUSTRIES
- 41. Beyond CRM Beyond Commerce Beyond Marketing Beyond Sales Beyond Service
- 42. 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.