Accenture Interactive Capturing the Potential of Omni-channel Commerce Accenture Interactive

Capturing the Potential of Omni-channel Commerce

Not so long ago eCommerce was a fairly straightforward proposition. Companies launched a website where customers or business partners accessed information, completed transactions or submitted information and inquiries. Usually this website was a secondary channel, operated separately from non-digital operations. Direct-to-consumer channels were still the exception, not the rule in most industries. But that was then. Those early eCommerce platforms are now just one of many channels in today’s omni-channel commerce world. Consumers, employees and business partners leverage a variety of channels to reach their objective, whether that is to research product information, complete transactions, or collaborate. What’s more, consumers expect companies to use the digital data trail created by their activities to generate deeper customer insight. In fact, Accenture’s recent survey of marketing executives found that 69% agree that consumers expect the kind of relevant offers and interactions such insight allows, yet only 12% said they are leading edge at it.1

2 Capturing the Potential of Omni-channel Commerce

It’s not for lack of trying. Realizing the The lag and lack of integration also add revenue potential and capturing the cost and frustrate customers and partners Fjord is Now Part of Accenture operational synergies of omni-channel who are subjected to information gaps or Interactive commerce are complex undertakings, inconsistent experiences across channels. Accenture recently acquired Fjord, a ones that are critical for companies that Accordingly, many companies find that London-based global service design need to grow and to conduct business they need to evolve their omni-channel consultancy that specializes in creating efficiently with global networks of partners capabilities, and doing so is easier with wide-ranging digital experiences and and suppliers. Recent Accenture research a strong partner like Accenture. services for consumers—including found that customers who shop multiple new ways to shop, better ways to Accenture was recently ranked by channels are bigger spenders than single communicate and collaborate, and Forrester Research as a “strong partner” channel shoppers, and that better customer innovative ways to manage their health— in eCommerce, garnering high ratings information gleaned from multiple across platforms including smart devices, for strategy skills and market presence channels allows companies to more tablets and PCs. Fjord’s mobility and and recognized as capable of “supporting easily up-sell and cross-sell products.2 design capabilities further complement complex, large-scale projects across a Accenture Interactive’s services that Suppliers and distributors also rely on range of services”.3 In fact Accenture has allow us to deliver engaging and multiple channels—digital and non- assisted companies in several industries relevant customer experiences powered digital—to track and move materials and and at different stages in their evolution by scalable, industrialized marketing products and streamline their operations to successfully overcome these challenges technology and operations. In today’s and costs. How significant is omni-channel and transform their capabilities into omni- environment of digital disruption and commerce? Accenture estimates that we channel commerce excellence. On one end of heightened consumer expectations, the help our clients capture over $100 billion the spectrum, we continue to serve clients battle is for consumer engagement, and a year in omni-channel commerce and by optimizing websites launched more than Accenture and Fjord together offer a sales, from hotel reservations booked to a dozen years ago. More recently our deep blend of skills and expertise to help consumer electronics bought to business- Origin Digital unit has become a key player clients deliver innovative experiences that to-business transactions completed. in powering live streaming sports, news, bridge marketing, commerce and service. music and corporate events for clients, Yet, even as omni-channel commerce working with copyright holders to ensure provides unprecedented opportunities for optimal distribution and encoding and companies, it also demands more from them: security of content. Accenture to Strengthen Digital Marketing and eCommerce Capabilities • More integrated and scalable technology The Accenture Omni-channel Commerce with Acquisition of Acquity Group platforms and back-end processes Solution is unique in that it provides true Accenture’s acquisition of Acquity end-to-end capabilities. Our industry and • More cross channel marketing expertise Group, a leading digital marketing technology know-how, global scale, and and eCommerce company will further • More organizational flexibility and singular combination of assets and services deepen and expand the broad range collaboration provide the support organizations need to of digital marketing services that drive revenue and optimize their omni- Accenture provides to clients. Acquity • More analytics capability to detect channel commerce operations. Our recent Group, the second-largest independent changes or aberrations in user and acquisitions of Fjord and Acquity Group digital marketing company in the shopper behavior. further strengthen and enhance the United States, provides strategy, digital distinctive position of our solution (see The quandary: many companies have point marketing, and technical services to sidebars). channel solutions—gleaming stores, a great hundreds of companies to enhance website, or a terrific mobile app—that are This report provides an overview of their brand experiences and eCommerce not integrated and cannot generate a Accenture’s omni-channel commerce performance. Their multi-disciplinary holistic, consolidated view of customer capabilities and showcases client case approach creating award-winning experiences or enable ongoing, rapid studies that demonstrate the impact digital experiences for global brands innovation of products, services and those capabilities deliver. brings together strategy, design, and business models across channels. technology to create unique brand experiences that build and strengthen customer relationships.

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No Channel is an Island: The Need for End-to-end Capabilities and Support

Much is written, blogged and Meeting these evolving expectations can Since the dawn of the digital age, Accenture tweeted about consumers’ drive even the most sure-footed company has helped many companies build or acquire to make costly mistakes or engage in equally the capabilities needed to navigate the omni- migration to digital channels, costly delays in developing a workable, channel landscape cost effectively, through but that suggests a one-way cost effective omni-channel strategy. volatile business cycles and ever-changing trip into the digital cosmos. For example, a recent Accenture report consumer needs. Drawing upon documented how many traditional retailers our industry, marketing, analytics, and The truth is more complicated: find themselves ‘over stored’ with expensive technology expertise, we offer end-to-end just as no man is an island, real estate assets but fewer customers services that help companies transform their no channel exists in a vacuum. coming through the door as a result of omni-channel commerce capabilities and failing to see that shopping was moving with them the customer experience delivered. The presumption by consumers online faster As shown in Figure 1, our capabilities and is that they should be able to than expected.5 those of our business affiliates encompass: surf from channel to channel The bottom line is that delivering a seamless, • Front-end consumer facing services and have a seamless, consistent high quality customer experience—one such as merchandising, customer service experience as they move. that results in higher sales, consistent and care, as well as digital platform engagement and increased loyalty—requires integration including implementation, However, this experience can become an companies to develop and integrate scores and application and infrastructure ongoing challenge, as customers use catalogs, of strategic and operational insights, management of web sites, mobile, stores, websites, social media, and mobile assets and capabilities end-to-end. These kiosks, and interactive displays solutions to complete different parts of their capabilities range from core merchandising buying journey. There is no longer a single and marketing strategies at the front-end • Back-end services such as CRM & path to purchase. And for all the buzz about to robust order management and logistics marketing, supply chain management social and mobile commerce, experts in our operations at the back-end. Both sets of (order management to advanced logistics), consumer packaged goods practice found capabilities need to be supported by flexible, and finance & administration that there is still a lot of cross-over value in scalable technology platforms and solutions • Operational enablers including analytics, optimized webs sites, with web site visitors and operational enablers that can meet marketing content and production services, spending 37 percent more on brand and 53 the demands of omni-channel commerce warehousing and courier services, percent more on product categories in stores.4 today and tomorrow. and payment systems.

From channel strategy development to actual device provisioning, and from marketing and consumer insight to logistics and customer support, we have helped companies realize the potential of omni-channel commerce.

4 Capturing the Potential of Omni-channel Commerce

Figure 1: Accenture Omni-channel Commerce Solution

Ancillary Creative Services Translation

Photoshooting Application Management

Digital Production Infrastructure Management Call Center

Front-end Merchandising & Site Digital Platforms Customer Care Management • Browsing Rules & • Customer Service • Content & Catalog Personalization • Incoming Queries & Management • Shopping Cart Feedback • Item Management • Mobile • Claims & Returns • Pricing & Promotion • Social • Search Management

Back-end CRM & Marketing Supply Chain Management Finance & Administration • Target Market Definition • Order & Reservation • Billing • Customer Insights & Management • A/R & A/P Segmentation • Shipping & Delivery • Taxation Management • Campaign Management • 3PL and 4PL Management • Returns & Refunds Operations • Loyalty Programs • Reverse Logistics • Analytical/Managerial (Returns & Refunds) Reporting

Ancillary Analytics Courier Payment Services Physical Warehousing Storage Management

Marketing Delivery Support

Copyright ©2013, Accenture LLP. All rights reserved.

Our Web optimization and globalization The complexity of omni-channel commerce work helps companies both enhance Accenture is managing the US, and demands an equally deep set of commercial consumer-facing capabilities on the websites for a high-end fashion capabilities, which Accenture satisfies by front-end and support them with retailer to increase sales and site providing front-end to back-end omni- back-end capabilities to drive revenue traffic. Our support includes application channel expertise. We help clients clarify growth and operational efficiency. maintenance; site enhancement; strategic goals drawing upon our industry administrative, promotions, Web content experience and knowledge of capabilities that Getting the front-end right—a great user uploading support; and overall project distinguish high performance companies. We interface, an optimized website and top- management. Accenture also provides then translate those goals into reality in the notch personalization capabilities—plays server administration and maintenance, form of platform provisioning, merchandising a critical role in attracting and retaining including 24X7 monitoring that improves and marketing tactics, superior consumer customers. But back-end capabilities are availability and site stability. Throughout experience and user analytics, and process equally important because they do the a recent holiday season the websites and technology integration.6 Our goal is heavy-lifting behind the scenes of most generated record sales and site traffic to multiply the impact companies see from digital properties. with an increase of up to 50 percent their investment in omni-channel capabilities. as compared to the prior year. 5 Accenture Interactive

Cross-industry Global Success Building Omni-channel Commerce Capability

Digital channels in particular as diverse as a global travel company (see Retail is one sector where Accenture has hold the potential to vastly expand sidebar), an electronics discount retailer, significant experience strengthening omni- global specialty retailers in the packaged channel capabilities to increase sales and the markets and target promising goods and fashion sectors, and governmental site traffic. A recent Accenture Seamless customer micro segments. Yet agencies and non-governmental charitable Retail Study found that half (49 percent) of many companies’ omni-channel organizations alike. All these organizations consumers believe the best thing retailers benefitted from Accenture’s decades of can do to improve the shopping experience capabilities have not kept pace experience serving diverse industries across is to better integrate in-store, online and with the digital evolution. the globe. Our ability to evaluate a company’s mobile shopping channels.8 omni-channel platform and improve key Capabilities such as cross-channel order areas is frequently the difference between Our work goes beyond designing and visibility, internationalization services, companies having lagging or leading omni- managing great websites that build segmentation, predictive analytics, dialogue channel commerce capability. customer loyalty; our digital commerce marketing and personalization are all services help companies improve critical needed to deliver the relevant, customized capabilities, increasing channel impact experience consumers expect. Indeed, Travelers Move Online, and and cross-channel consistency. we have found that achieving consumer Travel Companies Follow relevance across all channels, consumer With more than two-thirds of European Recently a global, diversified luxury intent segments and geographies is a key travelers using the internet to research consumer goods brand whose product differentiator between high and lagging travel, most travel services providers need portfolio includes jewelry, watches, performers. But maintaining relevance— comprehensive, dynamic e-commerce accessories and fragrances asked what we refer to as the “R Factor”—requires capabilities to satisfy customers and Accenture to help define the operating actionable data insights, segmented content, keep them coming back. This travel model for a new Web-based channel, enabling technologies and continually company looked to Accenture to lead the platform software selection, monitoring and responding to new enhance its e-commerce platform by and provide system and infrastructure 7 consumer insights. delivering new functionality based integration support. Accenture was then upon customer feedback and build the The consequences of not building or tasked with designing, delivering and infrastructure needed to support high maintaining these capabilities are harsh: running the system for the company’s seasonal website traffic. The site now the customer experience delivered is subpar, expanding business lines in the United offers a broader variety of higher-margin and potential customers and sales are lost States, a project that eventually led branded products, as well as third-party to more nimble competitors with more to renewing the company’s global content such as rail tickets or insurance advanced capabilities or access to leading e-commerce system. To achieve the packages that resulted in increased edge support. scale and flexibility needed, our teams traffic, customer loyalty and average transferred the company’s legacy, Fortunately Accenture can leverage its global, passenger value. The new website allows custom-built system to the Oracle cross-industry expertise to lift companies users to read and post reviews, easily Commerce platform. The team helped out of their omni-channel commerce malaise. compare custom travel packages, and launch the new e-commerce platform Accenture multidisciplinary teams have maintain personalized content. The more at the global level—including Japan— completed eCommerce and omni-channel flexible and scalable architecture allows with translations in more than commerce projects in nearly every sector for future, cost efficient growth. 10 languages. and region. Recent clients include companies

6 Capturing the Potential of Omni-channel Commerce

The quest by local or regional companies The breadth of our experience serving to expand their reach globally leads many companies throughout the stages of Re-platforming Commerce Systems companies to collaborate with Accenture to omni-channel commerce development to Meet Global Growth Goals both simplify and enhance omni-channel equips us with the ability to quickly When it contacted Accenture, this commerce capabilities. Companies see the assess eCommerce and omni-channel company, an international maker opportunity to expand but can be frustrated environments, and then bring best practices and supplier of espresso, had unique by outdated, costly to manage multiple to improve each dimension of them. We systems for each of its different channels. Working with Accenture these tackle challenges that run the gamut from geographic locations. This required the companies can consolidate, re-platform, the strategic to the operational to the company to support separate physical and upgrade their omni-channel commerce purely technical. Accenture teams have infrastructures that provided only partial capabilities quickly and efficiently, vastly provided the technology backbone to capabilities for upgrading Web features expanding their reach without multiplying support uniform high transaction processing and presented functional and technical the costs of their commerce systems by retailers during peak holiday seasons, interface management constraints. At (see sidebar). as well as large national treasuries during a time when it had aggressive growth tax collection periods. Our consumer goals, the company’s systems imposed Today companies in all sectors, not just experience teams craft personalization tools extra costs that cut into its margins. retail, need to be vigilant and pragmatic and design customer care operations for The company worked with Accenture in assessing whether their omni-channel specialty, fast-fashion and luxury retailers, to consolidate and upgrade its global commerce capabilities and channels pharmaceutical and health care clients, eCommerce platform, which consists project and deepen understanding of their and industrial manufacturers. Accenture’s of a proprietary social network and brand, and deliver a customer experience industry and process expertise, combined an e-store platform. Accenture led that meets the demanding standards of with infrastructure, device, platform, and the entire upgrade program, including today’s consumers or business partners. software experience, can deliver benefits implementing the e-store platform In truth, companies in most sectors, whether to clients in all industries, regardless of scale. using its proven design, build and primarily business-to-consumer or business- run approach and IBM WebSphere to-business need to keep capabilities current Commerce solution. and preferably ahead of the competition.

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Leveraging Unique Alliance Networks and Expertise in Multiple Platforms to Bring the Best to Clients

Accenture brings a wealth of experience working with all major omni-channel commerce platforms, as well as global partnerships and alliances that allow us to deliver the right platform and capabilities to our clients and make the most effective use of their current technology investments. In contrast to companies that focus on one or two dimensions of omni-channel commerce, or have a specific line of eCommerce solutions to sell, Accenture teams are adept with a broad range of platforms and solutions.

Our track record of success with our alliance Accenture and hybris Helping Build Accenture and Oracle Commerce have a network allows us to evolve and optimize Profitable, Long-term Customer long and mutually beneficial relationship, clients’ omni-channel capabilities on the Relationships and Accenture was selected by Oracle platforms and with the network of suppliers Accenture is currently the only Global Commerce as its preferred eCommerce and vendors preferred by and most useful Strategic Partner of hybris, a leading vendor to develop a unique end-to-end to them. More importantly, our breadth eCommerce technology company, where solution for Cross-channel Commerce of experience helps companies evolve together, since 2011, we are helping clients Life Cycle Management in Europe. Clients from eCommerce platforms using highly implement innovative omni-channel can benefit from our alliance through our specialized or proprietary software that is commerce solutions. With the ability to ability to develop innovative joint solutions, difficult and expensive to modify to more deliver hybris services globally, Accenture coordinate teams of professionals with flexible, scalable platforms needed for omni- is poised to leverage its extensive digital proven skills, and deliver superior service. channel commerce. capabilities and experience working with Accenture, Avanade and Microsoft hybris to help businesses transform Alliance Delivers Omni-channel Solutions Accenture Omni-channel commerce and sell more goods, services Accenture established an alliance with Commerce Alliances include: and digital content through virtually every touchpoint, channel and device. Avanade and Microsoft to develop • hybris digital commerce solutions, among other Accenture and Oracle Commerce technology innovations, that help clients • Oracle Alliance Brings Insight and Innovation running Microsoft software make the most • IBM Software Accenture has teamed with Oracle of their investment. Frequently teams from Commerce on over 45 eCommerce the alliance are deployed to build proofs • Avanade & Microsoft. engagements, and continues to invest in of concept, share cutting-edge solutions the alliance establishing Oracle Commerce and give companies the opportunity to teams in delivery centers in and India experience innovations first hand. with hundreds of Oracle Commerce-skilled professionals, and three Innovation Centers for Oracle in the US, India and Japan.

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Accenture and IBM Software Team on WebSphere Implementations Accenture and WebSphere in Action Accenture teams across the globe are Accenture helped an office supply retailer enhance its existing IBM WebSphere involved in nearly 1,000 engagements Commerce application to drive new customers to its online store. The retailer selected a year where IBM software and hardware Accenture to help support its upgraded eCommerce solution. Accenture formed a is implemented for our clients. Accenture dedicated team to work directly with the client and manage the system integration and IBM jointly sponsor and support the process—working with the client’s multiple third-party back-end systems. In addition, Accenture Center for IBM Technologies the team maintained the existing WebSphere Commerce application and developed which facilitates the creation of knowledge, the needed e-commerce enhancements. Accenture helped the retailer create a solution best practices, methods and tools to increase that would manage its daily online ordering system operations more effectively and speed to implementation of IBM technology- delivered 39 enhancements through the implementation of a new Retailer Branding based solutions such as WebSphere and Information System. showcases innovative WebSphere solutions. Accenture has over 12,000 WebSphere- trained consultants to support clients’ omni- channel engagement.

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Accenture Interactive

Accenture’s Commercial Services, Assets and Delivery Models Strengthen Omni-channel Capabilities

Many organizations look to Many of these services and assets are A European retailer turned to Accenture Accenture for its omni-channel delivered through outsourcing or managed services arrangements and leverage our to help it enhance the online shopping commerce experience, and with Global Delivery Network, giving our clients experience and increase conversion rates that trust they gain access to access to enhanced capabilities on a and checkout revenue. Using multivariate 24X7 basis. testing and optimization programs a unique combination of skills in Accenture’s Digital Optimization and assets. These range from Digital Optimization software, a dedicated team worked innovative original research With the growth of mobile and social with in-house personnel to enhance all and consulting expertise in platforms, it’s understandable that attention parts of the retailer’s website, including has been diverted from websites to newer navigation, onsite search, the homepage, every major sector and key channels at many companies, yet poorly search results page, product detail pages enterprise function, to the full designed online properties that undercut and the secure checkout process. Since range of technology expertise, to navigation and conversion present a serious the program’s inception, the retailer barrier to omni-channel commerce success. estimates the improvements identified distinctive digital services such as Accenture’s proprietary digital diagnostics and implemented have generated up mobility solutions, social media and optimization assets help companies to €50 million in additional revenue optimization, Web analytics, and understand what’s working and what isn’t, during the three years. Additional benefits include SKU rationalization digital production and content and so we can team with companies to enhance digital properties and make the and the ability to enhance navigation to management. customer experience all that it can be.9 promote conversion and checkout rates.

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Capturing the Potential of Omni-channel Commerce

Digital Diagnostics consumer brands, using criteria associated Accenture Performance Optimizer Protecting and keeping your digital with delivering a high-performing branded This tool was developed specifically to environment updated and in compliance with customer experience via the Internet. The apply analytics to help optimize channel web standards are really about protecting your nine key dimensions assessed include: performance. Getting the right products, brand. Digital Diagnostics scans for things that search and navigation; information; service; to the right place, at the right time are cause customers to click away­—taking their engagement; relationship building; branding; critical for consumer packaged goods money with them—such as broken links, slow eCommerce; globalization; and number companies and retailers alike, helping avoid loading pages, unencrypted forms collecting of visitors. AWE compares sites to direct out-of-stocks, inventory overages, and personally identifiable information, and competitors as well as across the leading return charges. The Accenture Performance potential regulatory compliance issues. This 350+ global websites. Optimizer enables companies to do all that solution also scans for other invisible technical more easily and efficiently. Companies Accenture Customer Insight issues that make online properties hard to find, can create models and run analyses across use and manage, including problems with web This intuitive business intelligence solution several performance and commercial analytics implementations, missing meta tags, grounded in industrial-strength analytics dimensions such as Customer Segmentation search engine optimization (SEO) issues and provides new insight into customer data. This and Profiling, Store and Category Clustering, redundant content.10 solution is a key enabler to ensuring ongoing Demand Profiling, Portfolio Optimization, relevance—of marketing communications, and Optimal Space and Assortment.12 products and services­—to customers and A Fortune 500 IT Company retained provides companies a distinct competitive Accenture to implement regularly advantage. Business users across the A major North American consumer scheduled, automated diagnostic organization can perform precise customer packaged goods manufacturer scans of its global network of websites analyses, create unique customer and recognized that its planning structure that identifies performance barriers, location segments (and micro-segments) to for organizing products at the retail supporting and informing a continuous find underserved “white space” and visualize shelf level was suboptimal. The company improvement program. Accenture’s answers to their key questions about selected Accenture to help optimize proprietary technology boosted site customer behaviors all of which translate eight major categories of products visibility from 5 million to more than into increased sales and loyalty.11 representing approximately $2 billion 20 million pages and contributed to in sales. Accenture’s Performance improved overall site quality by more Optimization Tool showed that the With more than 65 million members, than 20 percent over baseline results. client could reduce the portfolio by more this US pharmacy retailer has the than 15 percent while maintaining the largest customer loyalty program in the current sales level. The client is expected United States. Although the company Additional assets and services help our to realize an increase of an estimated was already using sophisticated tools clients optimize omni-channel experiences $16 million in earnings and an estimated for customer focused marketing, it asked that drive business value as well. $8 million inventory improvement Accenture to help improve promotional Complementary assets include: opportunity over the next two years. efficiency and effectiveness. One Accenture Web Evaluator promotional campaign powered by This website benchmarking tool establishes our new analytics capabilities drove relative strengths and weaknesses in an incremental sales increase of more 300+ functional criteria across categories. than $100,000. Another achieved ROI The Accenture Web Evaluator (AWE) of more than 100 percent by generating provides a comprehensive assessment of a 27 percent response rate. how well companies use their websites to attract and retain customers, support and reinforce their brand, deliver services and generate sales. Our rigorous methodology captures information from websites of more than 260 of the world’s most prominent

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Accenture Social Media Diagnostic improve decision-making, and optimize Supporting the joint venture between Social networks are enabling consumers to marketing mix to make the most of the a major Japanese bank and a virtually converse about businesses and their marketing investment. The Accenture Agile major mobile carrier by helping products nonstop—and those conversations Marketing Analytics Platform delivers tools the organization introduce mobile may or may not include the businesses and frameworks that bring order and insight number portability. The joint venture themselves. Consequently, social media calls to the data universe to improve marketing 14 required a unique approach, and for new ways to assess consumer loyalty and mix and optimize spend. Accenture helped define the business the factors that influence product demand. Mobility Solutions and Services and operating models, including Our media diagnostics can be used as a business requirements and business standalone service or as part of our digital Mobile is already a critical channel to grow processes. Accenture managed external marketing suite. Either way, this solution helps sales and improve operations in many interface development for domestic companies better understand how they are industries. Accenture’s technology specialists local settlement, ATM networks and doing overall and identify both areas that are build device-specific mobile applications to printing. In addition, Accenture helped working and opportunities for improvement. support key sales and operating activities the program management office Our KPIs provide insight into social media such as call planning and routing/tracking build, test and launch an Oracle-based presence, influence and effectiveness to referrals, as well as applications to manage mobile solution. Taking advantage of measure progress in the social media space. companies’ mobile app stores, a service package software and utilizing the new A recent Accenture Interactive survey revealed that relieves companies of the burden of service development process, the bank that for a growing number of consumers, managing upgrades and cross-platform was able to successfully launch new social platforms are a key stop on their path integration. When married to our SaaS services rapidly, offering credit cards and to purchase. Three quarters of respondents offerings, these hardware-related services consumer loans six months after launch prefer companies to use personal information provide end-to-end mobile managed and foreign currency deposit only three gleaned from social media and other sources services that increase sales and operating 15 months later. to make shopping “more efficient,” and 93 productivity. Successes include: percent are more inclined to purchase from a company that uses social media, with 64 Helping eBay Classifieds expand its Omni-channel Analytics percent preferring Facebook and 27 percent presence and impact of seven regional The volume of data generated from internal leaning toward Twitter. Understanding and brands by building new and improved and external sources leaves many companies shaping the impact of social channels has mobile applications across multiple with little time to make business sense of never been more critical.13 platforms, including the iPhone and it all, much less use it to optimize channels. Android OC. eBay Classifieds selected Accenture Agile Marketing Accenture’s analytics platform can be Accenture for several reasons, including Analytics Platform customized by industry to help clients Accenture’s Embedded Software Most companies have more data than determine the value of digital and non- Services capability which brings deep they know what to do with—from internal digital channels, and identify opportunities experience in mobile software and financials and employee data, to business to increase the impact of promotions, our network of delivery centers which partners and channels, to third-parties— improve the potential lifetime value of would allow the company to produce syndicated and volunteered over social channel partnerships, and reduce overall customized versions of the application media. With so much data available today, cost-to-serve. Successes include: and achieve global scale cost effectively. every organization must harness the most relevant data to drive real-time insights, Providing search engine marketing analytics and optimization services to a discount computer retailer. One of the unique elements of the Accenture solutions and services By analyzing activity both on the “ that they provide to Procter & Gamble… I like to think of it as they are company’s website and public search able to provide higher value order, higher value skills and capabilities engines such as Google and Bing, the than what you might traditionally find in the BPO market. team determined how customers and prospects shop for products, and then Vice President of Business Units and Market Development, optimized content to improve search P&G Global Business Units. ” engine results and sales through its online channel.

12 Capturing the Potential of Omni-channel Commerce

Improving campaign engagement and Procter & Gamble has one of the Helping AstraZeneca UK deliver brand marketing ROI at a global credit card world’s strongest portfolios of consumer content in the form of interactive detail/ company that wanted to incorporate products, serving consumers in 180 sales presentations on strategically mobile payment functionality into countries around the world. After selected mobile devices. The closed its portfolio of payment products. finding it difficult to manage its loop marketing initiative leveraged a In order to design the right solution, interactive marketing production, P&G HTML5 web application that included Accenture used strategy frameworks charged Accenture with launching offline storage capability that allowed and customer analytics to perform a and managing all digital marketing full use and interaction with the web market assessment, identify and segment campaigns and activities for P&G’s app without Wi-Fi access. Accenture’s target customers, and help the company brands around the world. Accenture proprietary mobile analytics provides the evaluate targets’ potential mobile use. is delivering the services through its ability for the offline mode to capture Global Delivery Network, primarily out and store usage statistics and customer of Mumbai, Buenos Aires, Shanghai interaction data so that AstraZeneca UK Digital Marketing and Sales and Warsaw. Those locations are can adapt promotional content based Support Services key to serve local requirements and upon customer preference. In industries such as consumer packaged regional languages. In addition, P&G goods, direct-to-consumer channels are and Accenture are delivering these Accenture’s recent acquisition of avVenta multiplying; requiring new approaches to services through local markets including Worldwide further expands our digital optimizing marketing spend. Accenture Cincinnati, Geneva, Bucharest, Paris production capabilities to provide high- works with leading companies such as P&G and many others. At this point there are quality, cost effective marketing operations and AstraZeneca UK to develop and deliver about 20 languages being supported: services using an outsourcing model. new marketing and sales support services in the core language is English plus many avVenta’s delivery center in San Jose, Costa a variety of delivery models. For example, our others including Asian languages, Rica, allows companies to manage content Digital Production and Content Services is an Spanish, German, French and Russian from initial creation through distribution to end-to-end, managed service solution that all delivered out of the Accenture Global achieve greater speed to market of marketing brings core marketing operations capabilities Delivery Network. assets, localization services, and greater such as Brand & Marketing Services, Content return on their marketing investments. Production, Content Management Services, Campaign Management, and Content Platforms & Distribution.16 Successes include:

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24X7 Support from Accenture’s Global Delivery Network Omni-channel commerce is by definition, a 24X7 operation. Fortunately, Accenture’s Global Delivery Network includes over 50 Delivery Centers that allow companies to access capabilities, processes, tools, architectures and metrics to ensure efficient and cohesive operation 24X7 as well. Over 4,000 Accenture professionals around the world deliver consulting, technology and outsourcing services to the marketing function (see Figure 2). With our global network to draw upon, companies can take advantage of time zone differences, access multi-lingual talent, and world-class functional skills to find the service they need when they need it.

Figure 2: Accenture Global Support Driving Marketing Performance for Our Clients

Sweden Russia Finland Denmark UK Canada Ireland Netherlands Belgium Italy Spain Turkey Portugal Greece USA Japan China

India Thailand Philippines Costa Rica Malaysia Singapore

Brazil

Australia Argentina Accenture Interactive Marketing Business Process Outsourcing Technology Digital Solutions Global Talent & Innovation Network New Zealand India Delivery Center

Copyright ©2013, Accenture LLP. All rights reserved.

14 Capturing the Potential of Omni-channel Commerce

The Future: Potential Abounds Accenture takes a strategic, long-term view of helping companies get the most from their omni-channel investments, working with them to achieve tight channel integration, superior marketing and merchandising skills, supported by scalable, flexible infrastructure and applications. Accenture continues to invest in its own capabilities so that we can offer clients a broad range of options to enhance their omni-channel approaches, applications, capabilities and delivery models. Our end-to-end omni-channel commerce capabilities reflect both the wealth of industry and consumer experience we have, as well as the depth of our technology and digital expertise. Our goals are to help clients devise, implement, and evolve omni-channel commerce platforms that perform superbly through the most demanding business cycles and shopping seasons. In a world where a consistent, engaging omni-channel presence is critical, Accenture helps companies meet these demands and surpass ever-increasing expectations.

References

1 Accenture 2012 CMO Insights Survey, Turbulence for 7 Got the R Factor? Digital Marketing in the Era of 13 For more Accenture insights on Social Media, Read the CMO: Charting a Path for the Seamless Customer Consumer Relevance, 2012. http://www.accenture. Accenture Technology Vision 2012: What it Means Experience, 2013. http://www.accenture.com/us-en/ com/us-en/Pages/insight-got-the-r-factor- for Social Commerce, Accenture, 2012. http://www. Pages/insight-turbulence-cmo-summary.aspx. summary.aspx. accenture.com/us-en/Pages/insight-tech-vision- social-commerce.aspx. 2 European Cross-border E-commerce: The Challenge 8 Accenture Seamless Retail Study, 2012. of Achieving Profitable Growth, Accenture 2012, http://www.accenture.com/us-en/Pages/insight- 14 Learn more about the Accenture Agile Marketing Page 5. http://www.accenture.com/us-en/Pages/ seamless-omni-channel-retailing.aspx. Analytics Platform and view a demo at http:// insight-european-cross-border-ecommerce.aspx. marketingsoftware.accenture.com/en-US/Products/ 9 Read more about how Accenture’s Digital Marketing-Software/Software-Products/Agile- 3 The Forrester Wave™: Global Commerce Service Optimization solution is setting a new standard Marketing-Analytics-Platform.aspx. Providers, Q1 2012, Forrester Research, 2012. for web optimization at http://marketingsoftware. accenture.com/en-US/Products/Marketing-Software/ 15 Learn more about Accenture’s Mobility Services and 4 Are Your Consumer Packaged Goods (CPG) Brands Software-Products/Accenture-Digital- Mobility Solutions at http://www.accenture.com/ Maximizing the Return on Your Digital Investment? Optimization.aspx. us-en/Pages/service-mobility-overview.aspx. Accenture, 2012. http://www.accenture.com/us-en/ Pages/insight-cpg-brands-maximizing-return- 10 Read more about how Accenture’s Digital Diagnostic 16 L earn more about Accenture Digital Production and digital-investment.aspx. solution is helping companies keep digital properties Content Services at http://www.accenture.com/ performing well at http://www.accenture.com/ us-en/Pages/service-digital-production-content- 5 Overstored: How retailers can retain a profitable store us-en/pages/services-digital-diagnostics.aspx. services-overview.aspx. network, Accenture, 2012. http://www.accenture. com/us-en/Pages/insight-overstored-retailers-retain- 11 Learn more about Accenture Customer Insight at profitable-physical-store-network.aspx. http://www.accenture.com/us-en/Pages/service- accenture-customer-insight.aspx. 6 Read more about how Accenture helps companies optimize the digital channels in Are Your Consumer 12 Learn more about Accenture Performance Optimizer Packaged Goods (CPG) Brands Maximizing the Return at http://marketingsoftware.accenture.com/en-US/ on Your Digital Investment? Accenture, 2012. http:// Products/Marketing-Software/Software-Products/ www.accenture.com/us-en/Pages/insight-cpg- Accenture-Store-Performance-Optimizer.aspx. brands-maximizing-return-digital-investment.aspx. 15 For more information on the Accenture Omni-channel Commerce Solution and Accenture Interactive, please contact: Brigid Fyr Accenture Interactive Global Managing Director, Omni-channel Commerce [email protected] About Accenture Interactive Accenture Interactive helps the world’s leading brands drive superior marketing performance across the full omni-channel customer experience. Working with over 4,000 Accenture professionals dedicated to serving the marketing function, Accenture Interactive offers integrated, industrialized and industry-driven marketing solutions and services across consulting, technology and outsourcing powered by analytics. Follow @AccentureSocial or visit accenture.com/interactive. About Accenture Accenture is a global management consulting, technology services and outsourcing company, with approximately 281,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$28.6 billion for the fiscal year ended Aug. 31, 2013. Its home page is www.accenture.com.

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