SAP Precision Retailing -- Inform and Influence the Consumer at the Point of Decision

1. SAP Precision Retailing
Inform and Influence the Consumer at the Point of Decision
JT WILTSCHEK September 2012

2. Web and mobile Immediate Access to Information
have raised Personalized Experiences
consumers’ Cross-Channel
expectations… Instant Gratification
Social Connection

4. Relevance Drives Consumer Value
Precision Retailing
Location-based
offers 1:1 Personalization
At the point-of-decision
“I know where my
customers are, but
everyone gets the Delivers consumer value in three
Timeliness
same offer.” dimensions:
 Saves money
CRM-based  Saves time
offers  Helps them get right products
“I know who my
customers are, but
can I reach them Wherever you start, getting there is
when it counts?” a journey
Personalization
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5. Precision Retailing Drives Business Value
Enhance consumer Increase offer conversion
shopping experience rates
Generate more store traffic Grow average basket size
Increase consumer Maximize return on
satisfaction and loyalty marketing investments
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6. SAP Precision Retailing
Solution Overview
Understand the Send targeted offers,
consumer shopping product info and
context: availability
Who, what, where, when
Access relevant Analyze performance
content from legacy to optimize campaigns
systems CRM ERP BI POS PMR Other
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7. SAP Precision Retailing
Complete, Dynamic 1-to1 Targeted Offers Deep Insights to Optimize
View of the Consumer in Real-Time Campaign Performance
Combine information about a Deliver targeted offers and Provide access to insights on
consumer’s profile, purchase content, optimized in real- consumer behavior and offer
history and preferences with time on a 1-to-1 basis, to performance, at any moment
data about their current consumers across mobile, and any level of detail, to help
shopping context social and online channels optimize campaigns
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8. SAP HANA In-Memory Technology
Analyze massive volumes of detailed data in real-time
3600x 460B 21%*
Faster reporting Data records Average increase in
speed analyzed in less revenue
than a second
* Source: Oxford Economics
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9. Illustrative use-case:
Enhance the shopping experience, increase offer conversion rate and basket size
Receive Special Get Product Find Discover Collect
Offers Suggestions Better Deals New Products Rewards
Consumer enters Consumer learns about Consumer is informed Consumer scans Consumer receives
store and receives complimentary products when a better deal exists advertisements to learn loyalty benefits
personalized deals more
Casino personalizes Casino creates Casino is able to steer Casino creates Casino strengthens
the shopping opportunities to cross- consumers toward opportunities to drive consumer loyalty
experience and sell consumers and specific products and trade promotion through reward
increases offer increase basket size creates opportunities to program
conversion up-sell
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10. Illustrative use-case:
Extend the reach of printed advertising and sell personalized look
Receive Special Browse Through Buy Relevant Collect
Capture Ad
Offer Looks Products Reward
Consumer captures Consumer learns about Consumer browses Consumer buys bundle Consumer receives
L’Oreal ads the product & receives through selection of of products loyalty benefits
personalized offer personalized look
L’Oreal extends the L’Oreal delivers a L’Oreal leverages social L’Oreal turns look into L’Oreal strengthen
reach of printed multimedia experience community where the sale of a complete consumer loyalty
advertising and a targeted offer to consumers create bundle through reward
turn interest into a library of looks program
purchase
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11. Structured Approach to Speed Time to Value
1 Use Case
2 Proof of
3 Deployment
4 Delivery
Workshop Concept Workshop
Where is the business Rapid prototyping of How to make it real? Deployment
need/value? use case
 Understand IT  Configure solution
 Identify use cases  Build wireframes, get landscape  Integrate to back-end
and requirements end-user feedback  Define architecture systems
 Evaluate needs,  Create working & integration points  Develop dashboards
value proposition, prototype  Develop  Revise or upgrade
deployment  Solicit feedback implementation plan & mobile app
considerations, cost/ estimate
benefit
 Develop business case
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12. SAP Precision Retailing
Unlocking the promise of precision retail to help you:
© 2011 SAP AG. All rights reserved. 12

13. Thank You!
Contact information:
JT Wiltschek
nl.linkedin.com/in/jantheodoorwiltschek