CEMEX delivering a Digital Superior · Financing Loyalty Programs Professionalism Construrama 4.0 Sales Strength Shared logistic Network Construrama Supply... Franchise Digital Platforms
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Copyright ©2018, CEMEX International Holding AG.
CEMEX delivering a
Digital Superior
Customer
Experience
Copyright ©2018, CEMEX International Holding AG.
WHO ARE WE?
Founded in
Mexico, in
1906
Annual sales
of US$13.7
billion
Leading
cement
manufacturer
Present in
more than
50 countries
Close to
41,000
employees
Copyright ©2018, CEMEX International Holding AG.
WHY ARE WE
TRANSFORMING
CEMEX?
Copyright ©2018, CEMEX International Holding AG.
Digital is changing the world
Superior
Customer
ExperienceDigital
Technology
New
Business
Models
The convergence of
Social, Mobile, Analytics, Cloud & Internet of the Things (SMACIT)
presents significant opportunities and risks for CEMEX
Customer-driven
world
Innovative
commercial models
to drive economic
value
Emerging business
models
New sources of
revenue & growth
Industry disruption
by new entrants
Copyright ©2018, CEMEX International Holding AG.
CEMEX Go is more than a Portfolio of Digital
Platforms, it is also a set of Digital Capabilities
To offer our customers a
Superior Customer Experience
To support our employees while
interacting with our customers
To enable our Supply Chain capabilities
Digital platforms… …and organizational enablers
To build a new Digital Culture
Online
Stores(Customers)
CRM (Salesforce &
Service
Agents)
Order
Fulfillment
(Supply
Chain)Digital
Capabilities
Copyright ©2018, CEMEX International Holding AG.
Building
Agile Teams
Evolving Design
Thinking Capabilities
Promoting
User Engagement
People &
Culture
Strengthening
Analytics Capabilities
Leveraging
Cloud Strategy
Other
Practices &
Workspaces
Evolving
Culture
Developing
Talent
Partners
Ecosystem
Digital
Architecture
Leveraging CEMEX Digital
Development Centers in
Monterrey & Prague
Promoting
MTY Digital
Hub
Building this Digital Capabilities required a significant change
across the organization
Construrama
Copyright ©2018, CEMEX International Holding AG.
Presence in
Latin
America
Mexico
+1,800
Colombia
+300
El Salvador
2
Costa Rica
30
Dominican
Republic
77Puerto Rico
10
Nicaragua
33
More than 15 years of experience
Financing
Loyalty
Programs
Professionalism
Construrama 4.0
Sales
Strength
Shared logistic
Network
Construrama
Supply
...
Franchise
Digital
Platforms
As one part of a broader modernization strategy
Copyright ©2018, CEMEX International Holding AG.
Diverse
Ecosystem
• Independent stores
• All sizes
• Process & IT Maturity
• Different markets
• Network / Competitors
• Not a typical B2B / B2C / Marketplace
ERP 1
ERP 2
ERP 3
EXCEL
EXCEL
ERP 2
EXCEL
ERP 2
Copyright ©2018, CEMEX International Holding AG.
Digital
Platforms
SAP
Commerce
Cloud
B2CB2B
• Improve customer experience
• Increase sales
• Protect & develop the channel
• Avoid re-inventing the wheel
• Agile approach, go-live in 4 months
• 2 years in operation
• B2B & B2C
• Great results!
How it looks across time…
eCommerce
Time
Features
Merchandising
Digital Marketing
Analytics
Vision
Customer Journey
CheckoutLogin & Select
storeSearch
ProductsAdd products to
CartOrder
Confirmation Tracking
CONSTRURAMA.COM
• Official Site
• Store & Product Search
B2B & B2C
• Each store with its own product assortment, inventories & sku’s
• Each store with their own general & negotiated prices
• Each store with its own customers
• Each store manage its own operation
• Personalized services per store
• Personalized payment options
• Registed / Anonymous customers
www.construrama.com
Geolocalización
Localizador
De Tiendas
Buscador
De Productos
Buscar solución,
no preocuparme
por la tienda
www.construrama.com
PerfilPromociones
Filtros, SLA
por producto y
sus propios SKU
Precios Generales y
Negociados
Especificaciones
de ProductoCalificar productos
y tiendas
Cupones de
Descuento
Key Challenges
Operations
Organization
Digital
Marketing
Adoption
Agility
Copyright ©2018, CEMEX International Holding AG.
Thank you
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