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Growth of the Omni-Channel – 30-40 Mins Dr Welcome CGT Sales & Marketing Summit 2014 CMO/CIO Collaboration Share Group The Omni-channel Mandate Monday June 9, 1-4pm Roosevelt Hotel Share Group Abstract The New Omni-channel Mandate How everything has changed in Consumer Products Today's highly connected consumers demand experiences that adapt to their mode of purchasing and shopping. This opens the door for a new Omni-channel customer-centric approach over channel- specific processes. Success now depends on real-time views of customers, inventory, and data to build an intimate understanding of their commerce behavior. This workshop will be a highly interactive session with an expert panel to help navigate thru the opportunities and challenges in this new Omni-channel world. This share group will discuss key topics from how to make the case for Omni-channel to how to build capabilities across touch-points to how to deliver a branded, seamless experience for consumers and shoppers and how this impacts both brand value and brand loyalty. Our panelist will also share their insights (and tips) on how they drove successful brand outcomes through integrating online shopper insights. Panel & Presenters Facilitator: David Kane, Global Director, Consumer Omni-channel Solutions Presenters & Panel Members: Dr. Stanton, Professor of Food Marketing Science, St. Joseph’s University Rick Chavie, SVP, Global Solution Management, hybris, an SAP Company Colby Sheridan, Global Director, Consumer Brand & Channel Industry Solutions Agenda Welcome, Introductions & Opening Remarks – 15 Mins Ideation 1: Collaborate in Teams – 10 Mins Omni-channel Academic Perspective: Growth of the Omni-channel – 30-40 Mins Dr. Stanton, Professor of Food Marketing, St. Joseph’s University Ideation 2: Collaborate & Share in Teams – 15 Mins Consumer Omni-channel Perspectives: The Direct Effect Rick Chavie, SVP Global Solution Management, SAP – 30-40 Mins Ideation 3: Collaborate, Share & Present in Teams – 20 Mins Panel Group Open Mic Discussions, 20 Mins . David Kane, Global Director, Omni-channel Solutions, SAP Industry . Dr. Stanton, Professor of Food Marketing, St. Joseph’s University . Rick Chavie, SVP Omni-channel Solutions, hybris . Colby Sheridan, Global Director, Sales & Trade Solutions, SAP Industry CMO/CIO Collaboration Share Group Objectives Rapidly share both an academic and commercial omni-channel point of view with CMO/CIO attendees Enable executives to ideate and brainstorm goals and challenges and identify high level objectives through a facilitated collaboration share group Deliverable Scope Goals and Challenges Worksheet A document that describes the high-level, conceptual, business goals and business challenges, High Level Objectives Worksheet A document that identifies preliminary business objectives from executive level ideation and planning purposes. Iterate 1 Iterate 2 Iterate 3 Inputs Processes Outputs • Panelist Share Collaborate Ideate • Goals & Challenges • Presenters/Presentations • Brands • Facilitator • Channels • Attendees • Platforms & Processes • Other resources • Applications • Information • People Preliminary high level objectives Collaboration Workshop Goals & Challenges Ref Goals Challenges # 1 2 3 4 5 6 7 Collaboration Workshop Business Objectives Ref Objectives Initiatives # 1 2 3 4 5 6 7 Dr. John Stanton, Professor of Food Marketing Science John L. Stanton has a Ph.D. in Quantitative Methods and Marketing from Syracuse University, and been in the food industry for about 40 years. He is currently professor and previously held endowed chair in the food marketing department at Saint Joseph’s University in Philadelphia. Besides academia, Dr. Stanton has also worked in the food industry. He has been Vice President of Marketing for Melitta, an international coffee company, and worked in Germany for Tengelmann, one of the world’s largest food retailers and owner of A&P in the USA. Dr. Stanton was also director of research of an advertising agency and has consulted for many nationally known food companies including Campbell Soup Company, Procter & Gamble, Acme, Kroger, Pepsi, Frito Lay, Florida Dept. of Citrus, Kellogg and others. Rick Chavie, SVP Global Solution Management hybris, an SAP Company Rick Chavie manages the overall hybris solution portfolio, working with customers, partners, analysts and business colleagues at hybris and SAP to establish market leadership for hybris commerce and customer experience solutions. He was previously VP, OmniCommerce, and drove the convergence of digital and physical commerce solutions. Chavie’s experience includes executive roles in industry at The Home Depot and C&A, in technology at SAP and NCR, and in consulting at Accenture and Deloitte. Chavie is a Harvard MBA, a Fulbright Scholar in International Trade, and has a BA from the University of St. Thomas (MN). Colby Sheridan, Global Director, TPM & Mobility Colby Sheridan joined SAP in January as a Global Director in the Consumer Products Industry Business Solutions organization. With over 22 years of CP industry experience, Colby brings a real world-based perspective to solving his clients’ Trade Management, Sales Execution and Mobility related challenges. His background includes almost 10 years in market research for both Nielsen and IRI, 10 years in Sales and Business Development functions with CP-specific software solution providers, and started his career as a Retail Merchandiser for a Food Broker. The transformation of the consumer products industry New imperative to reach, engage and serve consumers anytime, anywhere Consumers expect a consistent and flawless brand experience across channels The new “always on” Dynamic consumer Evolving consumer Increasing customer consumer path to purchase mindset expectations • Rapid global internet and • Non-linear path to purchase • Convenience, price and • Retailers expect support for Smartphone adoption combining physical and perception of value trump both physical and virtual • Social media enables new virtual channels for brand loyalty channels consumer interaction research, inquiry and • Immediate access anytime, • Reinforce consistent brand channels commerce anywhere, from anyone, experiences through both • Consumer feedback and • Consumers expect a with targeted offers and direct-to-consumer and consumer sentiment drive consistent and compelling immediate fulfillment retailer-owned channels perceived brand value experience at every stage • Consumers now consider • Adapt to forecast consumer • Influence, educate and mobile and online resources demand accurately across offer, through owned and to be included in “service” all channels other 3rd party channels Dynamic Consumer Path to Purchase is about engaging across touchpoints in a relevant, contextual way. • WEB • COMPANY WEBSITE SEARCH • MOBILE • BRANCH/STORE RESEARCH • CALL CENTER • SOCIAL GET HELP PAY DISCOVER EVANGELIZE SHARE USE COMPARE TRUST • INTERACTIVE • E-MAIL FRIEND • PAID SEARCH PERSONALIZE • SEO • DISPLAY DECIDE • MOBILE (NOTIFICATION/SMS) PURCHASE • PRINT What Omni-channel means for consumer products Improve Grow Drive Brand Increase Customer Increase Omni- Reduce Customer Consumer Consumer Equity and and Consumer Channel and Consumer Sentiment Mindshare Loyalty Satisfaction Opportunities Cost to Serve Consumer Consumer Increase Ensure consistent Increase revenue, Omni-channel perception of awareness and likelihood of brand experience volume and profit in platform with brands and propensity versus repeat purchase across interaction physical and virtual online self service products competition channels channels and native call center integration Consumers’ initial engagement with a brand is now likely to start online – The 3rd “Moment of Truth” 66% 59% 37% 46% Of respondents Of respondents follow Of respondents made Of respondents want redeemed a coupon favorite brands via half of their clothing and the ability to check other on a smart phone 1 social media 1 footwear purchases store or online stock online 1 1 quickly Need a single view of consumers. BUT more importantly, consumers need a SINGLE view of the brand. 1 SourcePwC Global Total Survey 2013 MODERN OMNI-CHANNEL COMMERCE REQUIRES… FLEXIBLE, LIGHT- FULLY INTEGRATED, OMNI-CHANNEL WEIGHT, SCALABLE FUNCTIONAL COMMERCE TOUCHPOINT 01 PLATFORM 02 B2C & B2B FRONTEND 03 INTEGRATION FULLY INTEGRATED CONNECT THE STORE EXCEPTIONAL 04 MOBILE SOLUTION 05 06 CUSTOMER SERVICE PRINT INTEGRATION POWERFUL MASTER OMNI-CHANNEL 07 08 DATA MANAGEMENT 09 ORDER MANAGEMENT B2B Omni-Channel B2B Portal B2B Model . Trading Partner receive real time updates via their B2B mobile app . Trading Partner order products on promotion to build their inventory . Trading Partner receive up to date promotional product content B2C Omni-Channel B2B Portal B2C Model • CP MFG drive consumer promotions to personalized web store fronts • CP MFG listen to social streams and respond to demand and social sentiment in real time with direct to consumer promotional offers B2B2C B2B Portal B2B2C Model • Trading Partners can track sales, inventory and product content changes in real time and streamline and automate re-order points • Trading Partners can recruit new shoppers into their virtual or physical stores • CP MFG provides web store front capabilities to trading partner And that means transforming isolated business processes and interactions with customers. Disparate and Silos Unified and Coordinated A continuous cycle of listening and engaging is at the core of continuous moments of opportunity email, display ads, search, notifications, sms website,
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