In today’s digital world, every go-to-market strategy must include a commerce component and B2B companies are getting on board in droves. Learn best practices from Vital Potlatov, Business Solutions Senior Manager at ABInBev, joined by guest speaker Andy Hoar, Principal Analyst at Forrester Research, and CloudCraze Executive Vice President, Andrew Witherspoon.
23. AB InBev Transforms How It Goes to Market with
Commerce on Salesforce
Date : 06/02/2016
Vital Potlatov
Business Technology Sr. Manager
24. 24
AB InBev Today
• One of the world’s top 5 consumer goods companies
• Largest brewer in the world
• Owns 7 of the world’s top 10 most valuable beer brands
• Employs 155,000 people in over 25 countries with sales in almost 200 countries
• 2014 Results:
• Total beer volume 408 million hls
• Total non-beer volume 47 million hls
• Revenue 47.1 billion USD
• EBITDA 18.5 billion USD
• Best Beer Company Bringing People Together For a Better World.
25. IT Vision
Vistex NL
Vistex DE + (BE)
Vistex FR
!Sell
Bushido
CAS
Avenue
CMT
SAP CRM
HTS
CBI
SAP
…
Wess
SOLV
WCCP
Immediando
SAP BW
The Dream
Salesforce
CRM
SAP ECC 6.0
BI
Mobile Apps
The Dream: One Integrated Platform Bringing all Functionalities
Together For a Better Business Efficiency
From complex IT environment
to The Dream
JD Edwards
25
26. IT Strategy
The
Dream
Platform
Approach
Multichannel
Order Taking +
Loyalty
Multichannel
Customer
Master Data
Maintenance
Multichannel
Promo
Execution
Multichannel
Customer Point
of Connection
Tracking &
Execution
26
The Dream: One Integrated Platform Bringing all Functionalities
Together For a Better Business Efficiency
Channels: ECOM, Sales Rep, Tele Rep, Tech
Rep, KAM, Crowd Sourcing.
28. 28
E-commerce Tool Selection
CloudCraze Back End & Front End
SAP PO*
• Follow holistic Salesforce platform approach
• Follow multichannel strategy functionalities built once
on one platform and available for all Salesforce modules
• Fast and easy plug and play with APIs and other
Salesforce modules
• Salesforce – SAP interfaces can be reused
• Native Salesforce application and the most preferable
B2B solution with the Salesforce CRM platform
29. KPI1 - Onboarding of all direct non-EDI customers on e-Commerce.
KPI2 - BOOST sales via advanced customer experience using order portal capabilities as well as customer
engagement.
KPI3 - CUT cost via automating back office processes.
29
e-Commerce KPIs & Benefits
e-Commerce benefits for ABI customers
24x7 access to up-
to-date
information
Visibility on active
promotions and
activations
Visibility on all
orders, deliveries,
invoices
Cross-selling and
up-selling
products
Possibility to
create service
tickets
2015 2016
Visibility on net-
prices including
discounts
Visibility on
available stock &
promo quotas
Possibility to
optimize trucks
loading
Possibility to plan
deliveries
Possibility to
order from any
device
Possibility to track
status of orders,
deliveries,
invoices
Loyalty program,
customer
engagement &
gamification
Online payment
Advanced product
catalogue
Wish list
management
Clarify the global instance of SAP – which product is it? (Vital)
When discussing, speak to what business efficiency means to AB InBev in terms of eCommerce
Also, speak to the efficiencies you gain by data sharing with a single, centralized technology platform – say benefits of gaining “one view of the customer” wit
For companies, this mix can be very complicated. Need one platform or else everything will be a big mess – data will not be integrated properly and systems will slow down. CloudCraze solves for this.
Vitaliy
Salesforce provides solutions for Sales, Service, Marketing, Community, and Analytics.
Increasingly customers recognize that there is a Commerce solution within the Salesforce App Cloud and that’s CloudCraze.
CloudCraze creates a customer branded, buyer-centric site that allows customers to browse and buy products or services online.
Sales Cloud
Customers can easily transact via the online store when convenient, and sales people can focus on more strategic interactions with customers
CloudCraze is native on Salesforce so customer and commerce data reside in one Salesforce database allowing companies to easily leverage that data for engagement, cross-sell, upsell and service via other Salesforce Clouds
Service Cloud
Customer Service agents can make purchases on behalf of customers as part of the service call.
Marketing Cloud
The Marketing Cloud can see that a cart was abandoned and send a personalized communication to the potential buyer. They can also see that a purchase was made and follow-up with an offer on a related item.
Community Cloud
Via Communities, customers can interact with other customers or with the company to learn more about products and then buy the products in the context of those conversations.
Analytics Cloud
Throughout it all, Analytics Cloud is gathering the data to develop a more complete picture of the customer, the products, the company. That means more data to solve business problems that drive success.
CloudCraze is delivered on the Salesforce App Cloud, Lighting and Community licensing. With Customer and commerce data in one Salesforce database, their is a single, comprehensive view of the customer that’s captured through the type of engaging experience that our Connected customer expects. The App Cloud allows CloudCraze to take advantage of Salesforce’s 3 releases per year and CloudCraze delivers three releases per year of its own. So CloudCraze is infinitely flexible. The multi-tenant nature means CloudCraze scales globally with ease.
CloudCraze has always been a the forefront of creating eCommerce functionality on Salesforce. From launching the first native storefronts to incorporating with Community. But our customers tell the real story. Through them, we’re creating social storefronts and marketplaces.
What does this mean for your customers, for you?
A better customer experience drives results…
Your online buyers—B2B or B2C-- are consumers. They’re used to the online ordering functionality in their personal lives. They expect that in all online interactions…
They want convenient ordering, targeted content/products/pricing, portal or my account management all within a consistent experience.
The result… the whole experience is better for your customer and for you. The customer orders more, it takes less time, the order is accurate, so the resulting experience is better. More revenue and lower cost for you.
CloudCraze solves B2B and B2C use cases across industries: Consumer Goods & Services, Communication & Media, Health Care & Life Services, Higher Education
High Tech, Manufacturing