SAP PERAKENDE FORUM 2016 - SATIŞA UZANAN DİJİTAL PAZARLAMA - LINERIS

Use this title slide only with an image

SAP PERAKENDE FORUM 2016Dijital PerakendecilikSATIŞA UZANAN DİJİTAL PAZARLAMAKonuşmacı Adı :Emre BayıkselFirma Adı :Lineris Solutions

© 2016 SAP AG or an SAP affiliate company. All rights reserved. 2

Agenda

• Company Profile

• C4C(Cloud For Customer)

• Solution Overview CEC

• hybris Marketing


Company Profile

THE FIRST SAP CRM FOCUSEDsolution company in Turkey

25 INTERNATIONALLY

experienced Consultants


Company Profile

HIGHEST NUMBER of SAP CRM reference projects

(more than 50 projects)

LOCAL AND INTERNATIONALProject portfolio


Short Term Goals

Short TermGoals

45%

2016growth bythe end of Project Experience in

Global area

Establishing an R&DCentre

Investments in newstrategic solutions


Strategic Initiatives

Becoming an SAP CEC partner globally Becoming a well known SAP Partner forHybris and Cloud Solutions


Industry Coverage

‣ FMCG‣ Retailers‣ Financial Services‣ Real Estate

Management‣ Textile‣ Construction

‣ Industrial Machinery and Components (Heavy Equipment Dealership and Manufacturing)

‣ Telecommunications‣ Utilities (Gas and Electricity

Distribution)‣ Private Online Shopping‣ Logistics


Investment Areas

Cloud 4 Customerhybris Marketinghybris Commerce CRM on HANA Industry Specific SolutionsMobile Solution Portfolio

C4C(Cloud For Customer)


DIGITALLY CONNECTED

SOCIALLY NETWORKED

BETTER INFORMED

EMPOWERED CONSUMERS ARE CHANGING THE RULESWELCOME TO THE AGE OF THE DIGITAL CONSUMER


Old Recipes No Longer Work

WEB

MOBILE

IN STORE

CONTACTCENTER

DIGITAL

MARKETPLACE

INTERNETOF THINGS

SOCIAL

SMS SEARCH

DIGITAL ADS

EMAIL

PRINT

AGENTTOOLS

EVERY TOUCHPOINT. EVERY CHANNEL. GLOBAL. FLEXIBLE.


Cloud for Customer (C4C)

Real-Time Analytics• Dashboards & forecasting• Configurable custom reports• Account 360• Mash-ups with SAP BW and SAP

BusinessObjects

Lightning fast• In Memory based database• Fast searches

Groupware Integration• Full-Featured with 2-way

Sync• Support for Microsoft

Outlook, Gmail, Lotus Notes

Predictive Analytics• Deal Finder – Lead Scoring• Deal Closing - Spiral of Influencer

Integration• Pre-built integration to SAP ERP, SAP CRM,

SAP JAM, InsideView, Xactly, and more• Mashups with most other apps

Productivity & Personalization• Flags• Tags• Shelf

Collaboration & Social• Feeds, Followers, and

@mentions• Internal, Customers, Partners• Deal Sites• Social Selling

Modern User Interface• UX designed for 21th century• Google like searches

• Quick Creates• User-Defined Fields• Workflow

Mobile• Out-of-the-box mobile apps, at no extra cost• Multi device support through HTML5 based

mobile app

Extensibility• Extend custom fields once and use them in

all devices• Sophisticated key user tools


Cloud For Customer AT EVERY ENGAGEMENT FROM VİSİT TO SERVİCE

• Customer Insights and 360 Degree View

• Sales Force Enablement & Productivity

•Delivering Service Excellence

• Specific To Your Industry

• Any Device, Any Where

• Seamless Integration to Backend Processes


SAP Cloud for Sales

Opportunity management & insight

Account management & intelligence

Sales performance & effectiveness

Industry solutions

SAP Cloud for Services

Customer service across every channel:

email, web, phone, social, SMS

End-to-end field service

SAP Could for Social Engagement

Interaction through social channels

Integrated with Facebook, Twitter, Youtube etc.

SAP CEC Solution Overview

CUSTOMER ENGAGEMENT AND COMMERCE FOR RETAIL

18© 2016 SAP AG or an SAP affiliate company. All rights reserved.

RESPONDING TO THE NEXT WAVE OF RETAIL

DISRUPTION


WHAT’S HAPPENING IN

YOUR INDUSTRY?


SUPERAGGREGATORS

17 B$

150 B$

74 B$


NEW BUSINESS MODELS, VALUE

CHAIN


DIRECT TO CONSUMER


WHAT’S HAPPENINGWITH YOUR

CUSTOMERS?


WORD OF MOUTHIS NOW

EVERYWHERE


PEER SHARING


NOW ECONOMY

Access to real-time product availability

89%


WHAT’S HAPPENING WITH TECHNOLOGY?


DIGITALIZATION OF THE

STORE


SOCIAL NETWORKS

AS A SHOPPING PLATFORM


360O VIEW OF CUSTOMERS

@


LEADERS ARE EMERGING FROM NOWHERE90% of CEOs believe the digital economy will impact their industry, but less than 15% are executing on a digital strategy**

EARLY ADOPTERS ARE WINNING Early adopters are achieving 9%+ revenue creation, 26+ impact to profitability, and 12%+ market valuation**

INDUSTRY BOUNDARIES ARE BLURRINGEvery company is expanding beyond traditional industry boundaries and also becoming a technology company

**MIT Sloan and CapGemini, 2013

IN SUMMARY,THE FUTURE OF

RETAIL REQUIRES DIGITAL

TRANSFORMATION

THE TECHNOLOGY DECISIONS YOU MAKE TODAY WILL AFFECT THE WAY YOU DO

BUSINESS IN THE NEXT 5 YEARS.


RETAIL DIGITAL TRANSFORMATION ROADMAP

SINGLE VIEW OF THE CUSTOMER , INVENTORY & PRODUCTS

01BUY, FULFILL, RETURNANYWHERE

02MOBILE FIRST

03GEOGRAPHICAL EXPANSION, MILLENNIAL AND GROWING MIDDLE-CLASS

04PERSONALIZED AND CONTEXTUAL OMNICHANNEL EXPERIENCE

05

DIFFERENTIATION; BRAND CONTENT, SOCIAL ENGAGEMENT & INNOVATION

06DIGITIZATION OF THE STORE - IOT

07FASTER(ER) EVERYTYHING

08NEW BUSINESS MODELS

09BUSINESS & TECHNOLOGICAL AGILITY

10

“DATA HAS BECOME ORGANIZATIONS’ DIGITAL CURRENCY, it’s critical for

decision-making at each stage of the business life cycle supporting consumer and customer strategy,

business cases, projects, marketing and operations”

--Forrester, 2015


SAP HYBRIS CUSTOMER ENGAGEMENT AND COMMERCE

Digitize the end-to-end customer experience

digital goods em

aildigital

adsweb In

store/branch

contact

center

printmobile

socialmarketplace

Searchkw/ads ag

ent tools

IoT sms/notifica

tns

@

DATA MANAGEMENT

EXPERIENCE MANAGEMENT

PLATFORM, INFRASTRUCTURE, INTEGRATION

BILLING MARKETING SALESCOMMERCE SERVICE

Provide the world’s leading omnichannel customer engagement

and commerce solution EVERY TOUCH POINT. EVERY CHANNEL.

A next-generation enterprisesoftware development platform.

CLOUD-READY. SCALABLE. HIGH PERFORMANCE. AGILE. DEVELOPER FOCUSED. FOR HYBRIS, SAP AND AN EVOLVING ECOSYSTEM BEYOND.

GLOBAL. FLEXIBLE.


SAP HYBRIS DELIVERS

TOP 3 BUSINESS PRIORITIES

TOP 3 IT PRIORITIES

Balance current infrastructureand future innovation without disruption

EXCEPTIONALCUSTOMEREXPERIENCE

01

FLEXIBLE, LIGHTWEIGHT, SCALABLE

01

CONSUMER AND CUSTOMER INSIGHT

02

REAL TIMEANALYTICS02

OMNICHANNELTOUCHPOINTINTEGRATION

03

OPEN PLATFORM03

PILLARS TO OMNICHANNEL EXECUTION


SAP HYBRIS COMMERCE helps retailers target and engage their customers anytime and anywhere.

Consistent, personalized shopping experiences strengthen loyalty and drives sales.

BENEFITS• Experience

Management provides contextual experiences with an integrated, intelligent and automated content management solution

• Product Content Management facilitates the collaborative process to build, manage and publish valuable product data

• Order Orchestration and capabilities to support omnichannel execution

• Support all touchpoints, channels, locales


Most modern, agile, comprehensive commerce platformwith SAP Hybris Commerce

Support for Complex Product Bundles and Subscriptions

Omnichannel Touchpoint Integration

Modern Data Integration Tools

Advanced Personalization

Distributed OrderManagement

Advanced Search and Navigation

Powerful Product Content Management

Fully Integrated Web Content Management


£1 billion fashion and accessory retailer with >1,200 stores worldwide

• Replace six legacy web sites with a single enterprise class platform

• Global expansion into 17+ countries

• Single source of data for more than 16,000 products

• Increase online sales from £32m to £200m within 3-5 years

MONSOON

hybris Marketing


Digital Marketing ProcessContext, interests &

predictionsPersonalized targeting

& orchestrationMerge, match and

enrichCampaign execution

in all channels

E-mail, sms, traditional

Lead, opportunity

Interaction center

Personalized commerce

Digital & social channel

Capturing response

Market data & events

Sales & service data

Financial data

Big data industry

Social media, web


Deliver a contextual, consistent, and relevant customer experiencewith SAP Hybris Marketing

ACROSS TOUCHPOINTS[ SITES, APPS, ADS, EMAIL ]


SAP HYBRIS MARKETING is an unique suite of solutions enabling real-time contextual marketing.

Engage your customers, delight them, and cultivate brand relationships by marketing to an audience of one.

BENEFITS• Gain insights into real-

time customer intent

• Deliver uniquely relevant customer experiences at every touchpoint of the customer journey

• Market with speed and agility - track performance, optimize plans, align teams and resources


hybris Marketing

3rd Party Applications(for data & execution)

SAP HYBRIS MARKETING

Acquisition Convert Loyalty**

Planning

Segmentation Recommendation

Insight

Batch & EventsSocial providers

Mobile providers

Email Engines

Ad Providers

hybris Commerce

SAP ERP

SAP Sales

SAP Service

Marketing Data Management

Batch & Events


COMMERCE AND BEYOND

ASICSLeading athletic footwear and sports equipment company with estimated revenues of EUR 2,6 billion

Chose SAP Hybris to manage:- Increasingly global consumer base- B2B and B2C on one platform- Centralized consumer insight- Consumer targeting - Campaign execution

13 sites now live including Japan, USA, UK, Australia and Germany - 27% uplift in overall site

conversions- 11% uplift in revenue- 10% uplift in transactions


Real-time multi-channel business with ~ 6 million customers, ~1 million products

Better understanding of customer behavior by visualizing their data assets

Improved ROI of campaigns by targeting the right audience

Championed the delivery of a personalized consumer experience across channels

Real-time reporting on campaign results

Home Shopping Network Europe


Real-time 1:1 remarketingwith SAP Hybris Marketing ConvertREAL-TIME EMAIL REMARKETING LIFTS ECOMMERCE REVENUES BY 2% - 10%• Real-time scoring of browsing behaviour

• Campaign orchestration

• Real-time campaign monitoring

• Pre-packaged integrations with ESP’s, DSP’s and CRM systems for cross touchpoint execution


Italian fashion brand for men and women

Challenge: Increase revenue and boost conversion rates by targeting the high-value Abandon Cart segment

Solution: Personalized email remarketing campaign via SAP Hybris Marketing Convert

Results: In just two months, theysaw a Recovery Rate lift of 13.6%, leading to a 47.1% increasein revenue

PATRIZIA PEPE


Drive revenue and relationships throughout the consumer‘s journeywith SAP Jam Communities

Listen to consumers and solicit a two-way dialogue

Enrich your customer profile by combining social customer insights with transactional data

Connect with customers, drive long-term relationships

Increase revenue – decrease support costs through tight integration of community content and commerce

Drive commerce with user-generated content

SEO-optimized community that offers relevant information at each step in the purchasing journey

Deliver relevant information throughout the customer journey


SAP CRM Sales and Service maximizes customer loyalty and boosts revenue.

Build a strategic delivery channel for customer service, sales, and marketing with a CRM interaction center.

BENEFITS• Provide the level of

service your customers expect

• Identify, serve, and retain the qualified leads

• Ensure a fluid sales pipeline

• Give your workforce the same service you offer your customers

• Gain the knowledge you need to formulate plans and monitor performance


Largest consumer electronics and domestic appliances retailer in Russia with over 700 stores

Focuses on innovations in consumer shopping experience and customer service

Centralized all customer databases on SAP CRM, enhanced their omnichannel capabilities with SAP Hybris, and integrated SAP Planning for Retail into their logistics and planning processes

Providing faster responses, faster delivery, reduced out-of-stocks, and better prices to their customers

ELDORADO


Lay the foundation for flawless omnichannel executionwith SAP Customer Activity Repository

Collects, cleanses, and centralizes all customer-related data across all channels in real-time for analysis and makes it ready for consumption by other applications

Speeds up the transfer and auditing of POS data

Simplifies IT landscape by minimizing data replication

Increases promotion and assortment effectiveness

SAP Customer Activity RepositorySAP for Retail

Master data

Sales documents

Inventory

Virtual data model – analytics

In-memory computing

POS data transfer and audit

Unified demand forecast

Inventoryvisibility

Multichannel sales transactions

On-shelfavailabilityalgorithms


Second-largest retailer in Switzerland with over 20.0 billion francs in annual sales. Operates over 1,900 in food, non-food and service sectors.

SAP Customer Activity Repository (CAR) merges real-time POS sales with real-time replicated stock data to give better inventory visibility in-store

Supports intra-day shelf checks by store associates and is fundamental to the COOP “Daily Walk”

Benefit from better stock

accuracy and reduced personnel overtime

COOP Switzerland


Tyler, Texas-based regional supermarket chain operating 152 stores

Strategic transformation toward personalized and customer centric promotions with SAP Customer Activity Repository (CAR), Promotion Management for Retail (PMR) and SAP Hybris marketing

Digitally engaged core shoppers spend $600 more per year and are 23% more likely to stay core

Digitally engaged opportunity shoppers spend $675 more per year and are 156% more likely to become core

Watch the SAP Sapphire presentation and hear directly from Brookshire’s athttp://events.sap.com/sapphirenow/en/sessions.aspx

BROOKSHIRE GROCERY CO.

http://events.sap.com/sapphirenow/en/sessions.aspx

http://events.sap.com/sapphirenow/en/sessions.aspx


Operates 257 department stores and boutiques in Mexico

Implemented SAP Promotion Management for Retail on CAR

2.3 million active promotion products; 138 concurrent / 240 peak corporate users in merchandising, marketing, advertising, administration; 3000+ peak users in stores

Previously took 48 hours to create a promotion and activate at POS, now only 3 hours

Store personnel has access to all current and future promotions, improving customer satisfaction and promotion activity planning

LIVERPOOL

Why SAP Hybris?


UNPRECEDENTED HISTORY OF INNOVATION

Both leading IT Analyst Firms have recognized hybris innovation, product

and market excellence over last 5 years

2015

20102012

2014


SAP Hybris ecosystem

Innovation is created through INTERNAL AND EXTERNAL DEVELOPMENT providing clients with best of breed solutions that take advantage of both SAP and third-party investments.

CECplatform

1

2

StrategicPartnerships

4

5

SAP HANA startup program

Internaldevelopment

SAPPHIREVentures

3Yaashybris-as-service

YaasMarketplace


Continuing a tradition of innovation

1.SAP Hybris Profile

2.SAP HybrisCustomerExperience

3.SAP Hybrisas a Service

4.SAP In-StoreCustomer Engagement


Enable a new wave of customer experiencewith SAP Hybris Profile

Captures all customer interactions and behaviors to create and enrich a continually evolving contextual profile, surfacing actionable insights for real-time, 1-to-1 engagements with every customer across all touch points.

Capture and merge transactions, events, interactions, contexts and behaviors for each individual customer

Automatically correlate identities and behaviors across sessions, devices and channels

Apply analytics and predictive algorithms to automatically identify and publish trigger events


Present relevant content dynamicallywith SAP Hybris Customer Engagement

Expedite and ease content and customer experience

management with intuitive, in-context tooling

Use workflows to build and publish content

and personalized customer experiences

Edit everything, in-context, directly from the storefront

NEXT GENERATION CONTENT MANAGEMENT

SYSTEMWITH BUILT IN OPTIMIZATION

Continuously adapts to optimize experience, personalize content,

and increase conversion across devices and touchpoints


Accelerate innovationwith SAP Hybris as a Service• Ecosystem of solution providers, software vendors,

and individual developers

• Microservices to add/build new functionality

• Cloud delivery model


Provide an exceptional, personalized shopping experience with SAP In-Store Customer Engagement

Handover of prepared BOPIS deliveries

Customer 360o fact sheet

Product information, price, availability, personalized product and offer recommendations

Customer order capture including upsell/cross sell

Customer identification by order ID, QR code scanning, iBeacon (prototype)

PROVIDE AN EXCEPTIONAL, PERSONALIZED

SHOPPING EXPERIENCE

with SAP In-Store Customer

Engagement

Coming Q3 2016


Indu

stry

Exp

ertis

e


Meeting the needs of global fashion brands Enables the digital transformation of store and wholesale buying experience

Rapid go-to-market with segment and geo targeted accelerators

Built for internationalization

Supports responsive, adaptive and native mobile strategies

Robust product and content management

Integrated order management and customer service

Global branded manufacturers

Fast fashion, outlets and pure plays

Department stores

Luxury brands


British design company specializing in an extensive line of luxury fashion bags for men and women

Luxury fashion brand that successfully started using hybris with Pay-as-you-grow model

Is fully responsive for web, mobile and tablet

Plan to expand massively internationally to capitalize on the growing following they have in the Asia-Pacific market

12% of group sales now take place online

MULBERRY


Meeting the needs of global grocery retailersMost modern, open platform

Purpose-built for integration to enterprise and store

Feature-rich including product content management, order management, customer service, and marketing

Supports B2C, B2B, and B2B2Con one platform

Takes shopper marketing to a whole new level

Over 20 of the top 100 global grocery retailers have chosen the SAP Hybris platform


Loblaw’s customer experience journey

All on one unified SAP Hybris platform

2013Established online presence for the “Joe Fresh” apparel label in Canada with international expansion to U.S. and beyond

2014Created game changing click and collect grocery experience

2015Expanded digital capabilities to Shopper’s Drug Beauty Boutique


Personalized shopping with offline integration

Online/offline purchases organized in one place Personalized offers

Past purchases highlighted throughout shopping experience

Personalized offers

Items purchased in past


And more across all segments and geos


Powering business results

40%increase inonline salesin total

21%increasedaverage cartsize

40%increasedsite visits

20%increasedconversionrate

Source: SAP Hybris Customer Survey

© 2016 SAP AG or an SAP affiliate company. All rights reserved.

Teşekkürlerİletişim Bilgileri:

Ad Soyad : Emre BayıkselÜnvan: Managing PartnerAdres:İnönü Cad. Sümer Sok. Zitaş Blokları C1 D:15 19 Mayıs - Kadıköy / İstanbulTelefon Numarası:05543325461