www.pwc.com/retailersofthefuture www.sap.com/uk/retail Customers are calling the shots It’s time for retailers to get fit for the digital age

January 2017

Contents

Page 4 Page 6 Page 9 Page 16 Executive summary Introduction Addressing the gap Call to Action – The Four Imperatives of doing business in the digital age

Page 17 Find out more

3 However, the bar is now set even higher. Consumer expectations are sky high and Executive summary consequently retailers require technologies that are more intuitive, drive additional value and are easy to use online, off line and across all devices. This expectation for a seamless experience across channels is driving the next revolution in business capabilities and it is putting increasing Retailing used to be so strain on retailers in their search for simple – open a store, profitable omni-channel growth. source products, buy one, Retailers are struggling to mature from sell one… and repeat. multi-channel business models towards fully integrated omni-channel However, things look rather different in operations, where the role of the store the digital world, which has driven a and online channels are complementary revolution in the way we engage, and are managed in an integrated and interact and transact with customers. As seamless manner. In addition, the the technology continues to change with ‘consumer genie’ is now out of the bottle uncanny speed, it’s time to jump on the – in a 24/7 ‘always on’ world, consumers train or be left behind. Back in the are embracing omni-channel offers with nineties and the noughties the land-grab incredible speed. With this come for retail space dominated in terms of uncompromising expectations on increasing the number of stores and quality, service, price, incentives and developing an online presence. The race experience, regardless of channel. to offer multi-channel retailing was on, Consumers’ expectations have never as market leaders rushed to grab online been higher, nor has their willingness to market share, tripping over each other publicly damn poor retail experiences to innovate and increase their offering via social media. to consumers. This led to the proliferation of home delivery, click and A perfect storm is now driving the next collect and third party omni-channel revolution in retail, with consumer service providers, but they were demands driving the need for a truly delivered at the cost of retail margin integrated operational and technology erosion and a proliferation of IT and model, and new business capabilities operational complexity. that are fit for purpose in a digital world. And time is running out for the industry as winners and losers are beginning to emerge. Today’s most successful brands are moving away from the traditional, score-based survey philosophy to viewing customer experience as an integrated process and driver of retail, cultural and operational change. It’s a complex process that starts by creating a culture of accountability and ends with driving business results through a customer-centric operating model that delivers personalised insights.

4 Customers are calling the shots. It’s time for retailers to get fit for the digital age PwC and SAP jointly commissioned a • Clothing and footwear research study, surveying over 300 • Consumer electronics retailers and 2,100 consumers across six countries in Europe (the United • Grocery Kingdom, the Netherlands, Germany, • Furniture and homeware Italy, France and Spain) to explore consumer and retailer perspectives on • Household appliances the integrated shopping experience. (‘white goods’) The survey was conducted by ‘PwC’s • Books, music, movies and gaming Research to Insight (r2i) during August and September 2016. Retailer • DIY/home improvement respondents were primarily senior • Toys business leaders, with 51% at C-Suite level (including 25% CEOs) and • Health and beauty another 39% heads of department or • Sports equipment/outdoors business unit. Our aim was to assess the current state of omni-channel • Jewellery/watches retailing, from both the customer and retailer perspectives, across a wide range of retail categories:

5 Introduction Retail realities of doing business today

We live in the age of the customer, and digital channels have an increasingly important role to play in defining brand image, positioning and customer experience. Our survey has confirmed the following realities of doing business in the digital age:

The Customer is calling the shots

Customers are firmly in the driving seat The graph below shows the percentages technology. Clearly the market for and will continue to embrace omni- of consumers shopping across store and online books, movies and even music channel retailing (that is, researching online channels. The survey results will not shift back to in-store shopping; and buying across multiple channels, highlight that for many (if not all) however, this shift only happened in including mobile platforms). The tipping retail categories, in the next five years the last five or so years. Examining the point between in-store and online is the lines will switch and we’ll see the product categories below, some of them – rapidly being reached. However, the online channel dominate stores. such as DIY, sport and health – could see store is not dead and it will always have Alongside the growing strength in the the same type of massive shift. an important role in satisfying the voice and influence of the customer is consumer shopping experience, but it’s the viral disruption that can occur when clearly omni channel first, store second. more than one primary need is met with Or, in other words, while the store has an important role to play, with over a high percentage of purchases are still made in-store, it’s the omni-channel experience that retailers are really Fig 1: Summary of online vs. in-store buying across categories being judged on. Customers expect the same brand experience, quality, price 100% and service regardless of channel, and it Online 90% is that connectivity and seamless In-store 80% experience across channels that is the 69% 70% real differentiator. In particular, as was 61% 60% 54% 54% 53% 53% 53% also found by PwC’s Total Retail Survey 60% 48% 50% 46% 2016, the use of mobile, including for 40% 35% 43% 34% payment, is accelerating at a 27% 30% 34% stunning pace. 33% 20% 28% 28% 25% 24% 23% 10% 18% 0% Books, Consumer Toys Clothing Household Health Sports DIY/ Jewellery/ Furniture Grocery music, electronics and appliances and equipment/ home watches and movies footwear beauty outdoor improvement homeware

*online – Online refers to shopping via PC/tablet/mobile or wearable devices

6 Customers are calling the shots. It’s time for retailers to get fit for the digital age Retailers achieve real differentiation through the experience they provide; it’s not just about price

Providing an exceptional customer experience across channels is paramount for brands to drive brand loyalty and ensure that consumers are sharing positive stories.

Whilst for many categories online retailing was built on price, this is rapidly evolving into higher and higher expectations of convenience and buying experience, with consumers now The good news is that the technology is demanding the ‘holy grail’ of great “A brand is no longer what we now available to provide that enabling price, great convenience and great tell the consumer it is, it is what platform for growth, differentiation and experience every time. The key here is consumers tell each other it is.” innovation by integrating the front office to focus on the top three, as the seamlessly with the back office, and to power personalisation and decision combination of these areas will bring Scott Cook, co-founder of Intuitv about the most disruption. Offering making with sophisticated analytics. price, convenience and experience in a In this report, we present and discuss joined-up manner for a consumer on a These need to be addressed in an the findings of our joint survey, small mobile device could see the integrated manner, not piecemeal, TM assessing the readiness of the retail biggest uptake. Uber totally disrupted across the retail operating model. Those industry to respond to customer an established service by simply adding who offer holistic channel innovations in demands and adapt both their the ability to see where a taxi is; this a personalised manner are those who operating model and technology disruption is what it’s all about. Retailers are forging ahead. Since new channels enablement to meet the ever-changing must pay attention to what is important are starting all the time, a radical review needs of customers. to individual consumers and find an of the operating model is required to innovative and differentiated way to create a step-change in capabilities, but deliver it. Based on the results of the there is every opportunity for retailers survey, we can conclude that to cash in on acquiring more wallet convenience and experience will soon share and market share. usurp price as the consumer’s primary driver for shopping online – as it has already in the UK, France and the Netherlands (see figure 2). Fig 2: Convenience versus price – comparison by country Customers want it all – and they want it now Lower prices/better deals 56% than in-store In terms of a personalised omni-channel Convenience - I can shop 24/7 online experience, consumer feedback is pretty 49% stark, with only 50% of respondents 43% 45% 41% 40% 40% feeling they get a consistent and 39% superior multi-channel experience 36% 38% 37% from their favourite retailers. Clearly 35% there is much that retailers have to do to improve their business capabilities to address consumer expectations as well as to redress the remorseless rise in ‘cost ItalySpain GermanyUKFranceNetherlands to serve’. Suboptimal business models are unable to deliver on customer Q. What do you enjoy most about shopping online? Base: France (345), Germany (354), Italy (362), Netherlands (351), Spain (341), UK (350) expectations and are resulting in additional costs across the value chain.

7 Our findings have highlighted seven key facts that amount to a ‘call to action’ Evolve or be left behind

1. Retailers aren’t as yet offering a seamless experience to customers across channels 2. Retailers aren’t deciphering data fast enough into actionable insights 3. Connecting the dots across the various customer touchpoints is now a core skill 4. Retail loyalty programmes are not dead – but require a serious re-think 5. Be VERY aware of the social media savvy consumer 6. CEOs are concerned that they aren’t using technology to the best effect 7. While technology is the enabler, few have managed to define and execute an effective roadmap fit for the digital age

8 Customers are calling the shots. It’s time for retailers to get fit for the digital age Addressing the gap Where retailers are failing to meet customer expectations and how they can get digitally fit to drive growth

Fact 1: Retailers aren’t yet same element played out in operational identify purchase and consumption offering a seamless excellence for the physical store and patterns and drive insights that can now these lessons must be applied to the deliver a personalised and tailored experience to customers omni-channel world. While retailers are customer journey based on the needs across channels struggling to integrate existing of individuals. It’s only recently that channels, they also then miss out on the consolidation of all data in a real-time Retailers’ omni-channel business models opportunities provided by new flexible manner has really come to the are far from mature, continuing to channels. Faced with this problem forefront in retail, enabled by reflect the operational and channel retailers can either continue to expand technologies such as SAPs S4/HANA ‘silos’ which increase the cost to serve piecemeal, adding further layers of and dynamic analytics capabilities to and diminish the consumer experience. operational and technological cost and provide relevant and personalised Only 17% of retailer respondents complexity, or take a step back and experiences. It’s now more important reported that they were confident their address the need to adapt the whole than ever to have a single view of the omni-channel business model delivers a operating model. To do this requires customer, enabled by an integrated seamless and connected experience them to successfully integrate channels retail ‘Digital Front Office’. across channels and functions. If we and operations by leveraging technology accept the results below, the story is that to deliver a single view of the customer, of opportunity. Looking to the past, this

Omni-channel fulfilment strategy; over 60% of retailers agree that business silos are having an impact

We provide an integrated customer experience but still operate in business silos and this increases our 48% costs and erodes margins

We do not provide a seamless customer experience, as we have distinct channels often (or always) 18% operating as silos

We provide a seamless customer experience and have integrated omni-channel operation. We are 17% clear on our sales, margin and profit across our channels and drive our customer offering on this basis

Q. Which of the following statements best describes your organisation in relation to how mature its current omni-channel fulfilment strategy is? Base: 312, Don’t know/Unsure: 17%

9 Fact 2: Retailers aren’t Consumer brands are fast adopting management of it – is the most valuable deciphering customer customer insights and are beginning to and ‘monetisable’ asset they have. Data use data to demand better commercial is the new value asset, and when data fast enough into arrangements with retailers. Red Bull is interpreted properly it can deliver the actionable insights a great example of a consumer brand right experience as well as bring new using data insights to drive footfall to consumers through retailers’ doors. A Whilst the concept has long been talked retailers, and they are demanding their good example of this is KindleTM; they about, very few retailers are confident fair share of margin for these efforts. don’t just sell books, they also collect the they have successfully achieved a ‘single Red Bull has used customer data to behaviours, ‘likes’ and movements of view of the consumer’. Startlingly, only better understand how, where and why their consumers and monetise these 8% of retailers report having done so, customers buy Red Bull® and with this insights. Sportswear brand with the remainder either struggling knowledge they have influenced Under Armour® have expanded the or yet to start. Moreover, retailers retailers in terms of product positioning brand to a lifestyle management hub and report that they are struggling to and margin to their advantage Lost in experience, not just selling a product but translate customer data into actionable the mix of all this is control for retailers really addressing the broader needs and monetised insights. The most who refuse to address consumer of customers. alarming fact about this is that other centricity seriously, and to finally accept industries are now cashing in on the lack that consumer data – and the of movement from retailers.

Over a third of retailers are struggling to implement a strategy to provide a single view of the customer, with a further third seeking to improve in this regard

We are currently struggling to implement a strategy to provide a single view of the customer 35%

We have achieved this but there is room for improvement 31%

This initiative is on our agenda for the next 79% 1-2 years 13% Of retailers have this issue on their current or future agenda We have successfully achieved We have successfully achieved this 8%

This initiative is not on our organisation’s agenda at this time 6%

Don’t know 7%

Q. Please indicate the maturity of your organisation in ascertaining a single view of consumers across all channels Base: 312

10 Customers are calling the shots. It’s time for retailers to get fit for the digital age Fact 3: Connecting the dots More consumer touch points mean more fines set at 4% of an organisation’s across the various data access points which need to be worldwide turnover, or €20 million secure. From the CIO and Chief (whichever is higher). Compliance is customer touchpoints is Compliance Officer perspective, the mandatory by 2018. Of those that are now a core skill more data storage points there are, the aware, just over half have taken action higher the risk of data breaches to address the requirements. Some will The C-Suite is now more aware than occurring. With impending new EU spend more time and effort trying to ever before about technology, regulations on data security (the ‘right lock things down, rather than seizing cybersecurity and the importance of to forget me’ legislation) this topic is the opportunity to make an investment data in driving business outcomes (no getting more attention and the debate in consumer data foundations similar to longer the lonely domain of the CIO). over how to handle it is paramount. The their prior investments in core But while they understand the survey results show that a third of transaction systems and ERP. Since the importance of having the right data and retailers are unaware of the consequences for data breaches are so technology capability to enable them to implications of the new EU General immense, this may be the area that compete effectively in an omni-channel Data Protection Regulation (GDPR), finally helps many retailers get on with world, protect the brand and build trust, which makes companies responsible for the mission to modernise and simplify they are struggling with execution. A all consumer data they have, whether process and allow them to spend more failure in this domain could fatally processed or managed by themselves or by time analysing data instead of just damage both brand and reputation. third party vendors, and has maximum gathering it.

Almost half of retailers agree that challenges related to data security/privacy issues are a concern

The evolution of customer What is holding retailers back…? touch points

Disagree Neither/nor Agree Don’t know Security/compliance/data privacy risks 16% 30% 49% 4% and related issues are a concern

Our current IT resources are constrained 18% 31% 46% 5%

We have too many legacy systems – 23% 29% 43% 6% new systems risk adding complexity

Our existing omni-channel infrastructure 21% 31% 42% 6% is perceived to be good enough

Our data management practices and 27% 26% 42% 5% data landscape are poor

The organisation lacks understanding 26% 28% 41% 5% of the benefits omni-channel technology can provide Before Now We are not clear on our 25% 29% 39% 6% omni-channel strategy

Q. We want to understand what challenges you face in getting new omni-channel business technology solutions to the top of the agenda for your business area or organisation. To what extent do you agree/disagree with the following statements. Base: 312

11 Fact 4: Retail loyalty interaction are in place, a competitor Looking ahead, retailers have to evolve programmes are not dead… programme can adapt a digital offer in loyalty programmes, essentially real time and steal away market share. addressing individual preferences and but require a serious rethink In today’s retail environment getting needs, so that they offer exclusive and In a world where marketers are talking loyalty schemes right is not just about personalised care that creates an about the move from ‘macro’ consumer the traditional reasons of retaining instant, relevant and rewarding segmentation to ‘micro’, and questioning customer loyalty, it should be a key experience rather than just a basic the role of loyalty programmes, enabler for a better customer points-gathering exercise. Fortunately consumers are saying loud and clear experience. This is why Amazon® is this can be addressed fairly easily with that they still see value in such winning in the online space, as its the right technology underpinning programmes and actively engage in loyalty offer is based upon a whole host the offering. them. Our survey findings show that of non-price-related facets, from insights 66% of consumers surveyed are part of and reviews, breadth of range and one or more loyalty programmes, with categories, to innovation in engagement many members actively engaged in up and convenience, as well as superior TM to 10 programmes at any one time. In customer service (Amazon Prime ). In addition our survey shows that 57% of addition, Amazon are using customers consumers revealed they prefer loyalty as advocates, providing reviews that are programmes that they can access open for all to see. Amazon’s more digitally (online or via an app). In the recent investments and innovations in digital world this represents both a the digital TV arena only add to their threat and an opportunity: while the reputation to excite and surprise their tools for a personalised customer consumer base, adding intrigue to what they will do next.

Two thirds of consumers are members of loyalty programmes, with the majority members of between 1 and 5 loyalty programmes

More than Spain: UK: 42% 87% 10 6-10 5% 11% Yes 1-2 66% 40% Germany: France: 45% 74% 43% No 3-5 34%

Netherlands: Italy: 47% 71%

Females Males 15% 8%

Females Males 68% 65%

Q. Are you a member of a loyalty/reward programme? Q. How many loyalty/reward programmes are you a member of? Base: 2103 Base: 1397

12 Customers are calling the shots. It’s time for retailers to get fit for the digital age Fact 5: Be VERY aware of voice is now amplified to much more the retailer, only for it to happen again the social media-savvy than just simply word of mouth. The (with clearly no knowledge on their issue here is not finding a better way to behalf of the previous experience)? Once consumer… manage the loud voices but sorting out we can all allow, but twice (or thrice!) Providing an exceptional customer the reasons why they ‘yelp’. Friction in makes us turn to the nuclear button: experience across channels is dealing with retailers is the number one social media. paramount for brands to drive brand reason for consumers to write reviews loyalty and ensure that consumers and complain. A faulty product usually But once again let’s not miss the are sharing positive stories. does not create a detractor, but a poor opportunity: the social media channel returns process or a disjointed response can also provide several powerful The sheer pervasiveness of social from a retailer can infuriate the advocates – Amazon has proven this media comes through strongly in our consumer. Many retailers are heavily model several times over. So both survey findings, in factmore than 50% invested in social media, but primarily listening and acting on information to of all consumers surveyed confirmed in order to listen to and pacify enraged provide a superior customer experience that they frequently engage on consumers. The logic in this starts to fail can be a key differentiator. social media to write reviews and when that investment does not really direct complaints. drive sales, whereas an investment towards less friction and a unified When things go wrong, and omni- consumer experience has multiple channel expectations are not fulfilled, revenue opportunities associated with consumers are very quick to tell the it. How often have we all had a deeply world about it. The damage one frustrating retail experience, which was consumer can do has never been so then merely ‘adequately’ dealt with by significant: the disgruntled consumer’s

Social media presents the opportunity for consumers to provide feedback to brands and retailers directly with over 50% of consumers writing reviews or directing complaints

Writing reviews or comments 31%

Complaining directly to a brand/retailer 21%

Posting questions to the brand/retailer to find out more about products and services 21%

Sharing links with family and friends 20%

Taking part in retailer/ brand competitions 11%

41% do not engage with brands or retailers on social media

Q. How do you most frequently engage with brands/retailers using social media? Base: 2103 Note: Respondentsasked to select all that apply

13 Fact 6: CEOs are concerned to what the consumer is demanding or that they aren’t using experiencing. There is a need to realign the whole organisation around customer technology to the best effect KPIs, creating a customer-centric Interestingly, CEOs take a more critical operating model that aligns all or perhaps more realistic view of their departments and functions towards a organisation’s ability to use technology common goal: creating and delivering to the best effect. Their views of current a great customer experience. And performance and experience are more technology is the great enabler of aligned to consumers’ views rather than these capabilities. their own C-Suite and senior management colleagues. The inherent issue with this finding is the reality that business ‘silos’ are working hard and delivering against their own KPIs, but their outputs are not necessarily aligned

Omni-channel integration; there is some way to go in order for retailers to fully integrate data, technology and processes across all areas of the business

Disagree strongly Disagree Neither/nor Agree Strongly agree Don’t know

2% 3% 3% 3% 1% 3%

14% 13% 21% 17% 17% 22%

Overall CEO/Partner/ All (excluding CEO/ Owner Partner/Owner) 23% 26% 26% 35% 35% 38%

Q. In your department/organisation, to what extent do you agree you are using technology to the best eect? Base: Overall (312), CEO/Partner/Owner (77), All (excluding CEO/Partner/Owner) (235)

14 Customers are calling the shots. It’s time for retailers to get fit for the digital age Fact 7: While technology is consumer trust and developing • 58% – increasing revenue growth the enabler, few have outstanding customer service are a focus across channels is key in the next over the next 12 months, how these twelve months; this falls to 44% over managed to define and will be delivered (profitably) and the next three years execute an effective roadmap executed across the end-to-end value fit for the digital age chain is not defined. Moreover they • 57% – retailers state that building seem to dramatically drop in importance trust with consumers was a priority; Prioritising technology to achieve a and priority over the next three years. however, this drastically falls to 32% totally connected experience for To really retain consumers and build a three years out as retailers forecast consumers is the single biggest loyal consumer base, these areas need to their attention is diverted to element for future success. While remain a priority, at least until other priorities retailers are aware of the capabilities technologies that deliver the best required to compete, few are clear on integrated customer experience become • 46% – retailers reporting developing the execution roadmap or how to the norm. outstanding consumer service across prioritise inter-connected issues to all channels is a priority… but again address customer expectations. And this falls away three years out as whilst growth across channels, building other priorities take centre stage

Prioritising technology to achieve a totally connected experience for consumers

During the next 12 months During the next 3 years

58% 57%

49% 46%46% 44% 40% 38% 38% 37% 33% 33% 32% 32% 31% 29%

2% 3%

Increasing Building Developing Improving Attracting Expansion Investing in Developing Other revenue trust outstanding stock and retaining into new product an omni growth across with customer visibility talent markets innovation channel online and consumers service across across strategy mobile all channels channels channels

Q. What are the strategic priorities for your retail organisation during the next 12 months and during the next 3 years? Base: 312

15 Call to Action – The four imperatives of doing business in the digital age

In conclusion, there are The gap between customer expectations Transforming the interactions into a four retail imperatives to and retail realities is growing. We two-way valued relationship, remain relevant in the believe that retailers must respond in supported by innovative loyalty four ways in order to take back control programmes that address the needs digital world… of their destiny in the face of these of the individual, is key. This is not While retailers recognise that a challenges. The retail imperatives to just online but also in store, using revolution in their technology remain relevant in an increasingly digital technology to enable staff to capabilities is required, few have plans competitive, digital world include: offer the same experience regardless of channel. in place to enable them to respond to 1. Create a truly customer-centric consumer demands coherently. If organisation: this is the age of 4. Integrate and optimise the retail retailers are to achieve the nirvana of customer centricity. And by this we technology footprint: it is ‘Total Retail’, that is, a fully integrated don’t mean tactical investments in impossible to serve the needs of customer experience regardless of online and digital presence, but connected consumers without the channel, they need to drive business foundational investment in a right enabling technology. In the transformation across multiple customer-centric operating model, digital age, the need for retail organisational dimensions. The critical and KPIs enabled by an integrated systems optimisation and investment issue is that they are looking at technology platform that re- in differentiating capabilities such as incremental steps in enhancing configures the retail business model data integration and analytics is capabilities, while what is really and places the consumer at the heart paramount. But to ensure this required is a more radical shift to a truly of retail planning and execution. growth is profitable, it needs to ripple consumer-centric operating model. all the way down the digital value The new organisation needs to have 2. Integrate the end-to-end value chain, from demand forecasting and digital enablement at its core, and chain: there is a need to integrate all planning, to product development, incremental steps cannot achieve that. customer touch points across stores, merchandising, and supply chain online, mobile, and so on, Transforming operating models and optimisation, which underpins underpinned by an integrated data loyalty and digital engagement. business capabilities require model and integrated processes and fundamental changes to the end-to-end systems across POS, order Few have in place the key components value chain, enabled by integrated management, consumer service and required to compete in the digital age. technologies that bring together the core data to ensure that all customer While the technology capabilities are capabilities of a truly customer-centric interactions are personalised and available, an integrated vision and organisation. Real-time insights, relevant across channels. execution roadmap to address these powered by advanced technologies, imperatives is lacking. It’s time to get fit being made available across the 3. Deliver personalised customer for the digital age. organisation using powerful visualisation offerings, engagement and tools, ensuring a seamless experience interaction: this is the age of the across channels, is now the norm in individual and it is imperative to terms of customer expectations. deliver personalised engagement and interaction based on deep insights, making your offering relevant to an individual consumer by synthesising their interests, needs and transactions across channels.

16 Customers are calling the shots. It’s time for retailers to get fit for the digital age Find out more

Take the first step towards digital fitness today, speak to us about developing a digital roadmap:

For more information on the contents of this report please contact

Carmine Michele Bruni Shane Finlay Associate Partner, Technology, PwC Director, Retail, SAP [email protected] [email protected]

Useful websites

• www.pwc.co.uk/industries/retail-consumer.html

• Total Retail: www.pwc.com/gx/en/industries/retail-consumer/global-total-retail.html

• If stores had a voice: www.digital.pwc.com/if-stores-had-a-voice

• World in beta: www.worldinbeta.com

• http://www.hybris.com/en/industry-solutions/retail

• http://www.sap.com/uk/retail

17 18 Customers are calling the shots. It’s time for retailers to get fit for the digital age 19 At PwC, our purpose is to build trust in society and solve important problems. We’re a network of firms in 157 countries with more than 208,000 people who are committed to delivering quality in assurance, advisory and tax services. Find out more and tell us what matters to you by visiting us at www.pwc.com. This content is for general information purposes only, and should not be used as a substitute for consultation with professional advisors. © 2017 PwC. All rights reserved. PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see www.pwc. com/structure for further details. 161124-141534-KK-OS