Salesforce pour le retail

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Atelier thématique du Salesforce World Tour Paris 2015

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  • Good afternoon, and welcome to Retail Re-personalized. My Name is Shelley Bransten and I lead the Retail Industry work for Salesforce. I work closely with our customers, partners, and technology teams to help drive the customer experience transformation that is taking place across the globe.

    We believe retail will change more in the next 3 years than it has in the past 50 and it is fully a result of the digital revolution and the opportunity to personalize experiences at scale that has never before been possible.

    Today we will be exploring the trends influencing the shopper transformation and how a retailer such as yours can deliver a more personalized customer experience, better empower and engage your employees and respond to changing needs more quickly.
  • Before I begin, just a quick note that when considering future developments, whether by us or with any other solution provider, you should always base your purchasing decisions on what is currently available.
  • For 16 years, Salesforce has been focused a simple, but compelling mission: to help our customers more effectively serve their customers....to help them sell better, service better, marketing more effectively, build communities, and understand the key trends that effect their customers.

    Salesforce has now taken the step to extend the basic idea of the customer success platform to our customers in specific industries, such as banking, automotive, healthcare, gov, and yes, of course, in retail.

    1st, we are extending our own customer success platform to specific RETAIL requirements. We are capturing industry specific customer information, modeling specific industry workflows, and adopting appropriate industry language.
  • Every brand wants to get closer to their customers and Salesforce is fortunate to be working with many of the leading retailers globally on their transformation to connect better with their customers and employees and to drive new innovation in their business.
  • Today 84% of consumers use digital technology during their shopping journey and digital continues to transform and influence the shopping experience. Consumers want retailers to know them and make it easy for them. But if they don’t there are many disruptive technology providers willing to insert themselves into the process.

    I am inspired by Tinder, Instagram and Instacart. Let me tell you why.

    Decisions are a swipe away. How many of you are familiar with the dating application Tinder? Just with one simple swipe of the finger users can choose who they want to spend time with. Swipe right if interested, left if not. Its that easy. And now we are seeing this simplicity take root in retail with apps like Kwoller. How are you making it easier for shoppers to decide?
    Next, A picture speaks louder than words. Apps like Intsagram help consumers take ownership of the brand. Today there are more than 200K pictures on Instragram with the hastag “dressing room” . Consumers are co-curating and making recommendations to one another supplanting the role of yesterday’s merchant prince. Are you participating or creating your own communities?

    The currency of now. Then, there is Instacart which fulfills the instant gratification once only provided by bricks and mortar. Now I can order ingredients for dinner when I leave work and have them waiting for me at my doorstep just an hour later.

    Engaging experiences such as these are informing today’s shopper and raising the bar of expectations they have of you and your business. Are you a disruptor or will you be disrupted?
  • Starbucks App $2B in mobile sales, 12million app users. Save credit card fees. Complete engagement device. Testing Postmates and Barrista delivery
  • Icons
    Physical store
    Call center
    POS
    Website
    App
  • They need to add a platform that is specifically designed to extend their current information strategy and puts the customer at the center. A platform that works with a system of record and is designed for engaging customers by harnessing the power of the cloud, mobile, social, & data sciences. What companies need is a system of engagement centered around the customer.

    Icons
    Physical store
    Call center
    POS
    Website
    App



    Stat source: https://www.ensighten.com/company/newsroom/study-finds-marketers-agree-customer-experience-optimization-key-struggle-data-driven-insights/
  • In Retail, the Shopper Success Platform helps every retailer become a shopper-centric retailer and meet shopper demand for personalization everywhere.

    When shoppers walk into the store, our Clienteling mobile app transforms what would otherwise be a rather impersonal experience into one that is fully personalized and contextual.

    The Shopper Success Platform transforms service on any channel into a fully personalized experience so that, for example, the contact center agent has full context of the shopper’s store, web and app journey.

    Shoppers are not always buying or calling customer service for help. The Shopper Success Platform helps retailers engage the shopper proactively through their journey with targeted marketing via email. social, mobile, web to constantly engage them.

    With Connected Operations, the Shopper Success Platform transforms the associate journey into a mobile and collaborative one that empowers them AND engages them with technology they love.

    Personalizing shopper journey requires insight into the shopper. The Analytics cloud does just that so that retailers can deliver more targeted content, service and more.

    Retail has changed more in the past 3 years than in the last 50. The Shopper Success Platform turbo-charges retailers to innovate at the industry’s new clock speed through apps that help them react to change faster than ever.
  • INSERT QUESTIONS
  • I spoke about the need to re-personalize retail. How do you think about personalization?

    How is The Chapar looking at the customer journey?

    Tell us about how you got started with Salesforce – what were your goals for this project?

    What other opportunities are you exploring - where are you taking this journey?

    Why and how did you pick Salesforce?

    What’s gone well? What do you wish you would have known at the start of the project? What were some of your surprises?

    What was the impact of doing nothing?

    What advise would you share to other retailers in the industry?
  • In Retail, the Shopper Success Platform helps every retailer become a shopper-centric retailer and meet shopper demand for personalization everywhere.

    When shoppers walk into the store, our Clienteling mobile app transforms what would otherwise be a rather impersonal experience into one that is fully personalized and contextual.

    The Shopper Success Platform transforms service on any channel into a fully personalized experience so that, for example, the contact center agent has full context of the shopper’s store, web and app journey.

    Shoppers are not always buying or calling customer service for help. The Shopper Success Platform helps retailers engage the shopper proactively through their journey with targeted marketing via email. social, mobile, web to constantly engage them.

    With Connected Operations, the Shopper Success Platform transforms the associate journey into a mobile and collaborative one that empowers them AND engages them with technology they love.

    Personalizing shopper journey requires insight into the shopper. The Analytics cloud does just that so that retailers can deliver more targeted content, service and more.

    Retail has changed more in the past 3 years than in the last 50. The Shopper Success Platform turbo-charges retailers to innovate at the industry’s new clock speed through apps that help them react to change faster than ever.
  • And powering this Shopper Success Platform is the world’s #1 enterprise cloud.

    Since 1999, our mission has been to help you connect shoppers, associates, managers, marketers, merchants and vendors all together. We want to inspire every retailer to become that shopper-focused company, to engage in a whole new way.

    To accomplish this, we have built a platform for the future that will bridge Sales, Service, Marketing, Community, Analytics and Apps on one platform built for Shopper Success. We call this the Salesforce Shopper Success Platform. This will help create deeper more meaningful relationships with each and every customer.

    There are four critical components to the Shopper Success Platform.

    It starts with Industry Solutions like Clienteling, Loyalty Management and Connected Store Operations designed specifically for retailers by our systems integrator partners for.

    These and the other capabilities are build on our Complete CRM. Best of breed apps across every aspect of CRM, that are fully integrated.

    Third is an Open Ecosystem. Our commitment to every company is a robust environment to meet its unique needs. With over 2,700 pre-integrated apps, our AppExchange is unparalleled in the industry. So whether your needs are for loyalty management, surveys, employee development, or some other function there often is an App for that in our ecosystem.

    And lastly, our Scalable Metadata Platform. Our unique architecture is the key to our customer success. Customizations are stored separately from our single code base. As a result, our upgrades, which happen 3 times per year, do not affect your customizations. And because it’s all on one platform, we can share objects, UI, collaboration, Analytics, Workflow and Identity across all our apps.
  • Clienteling is about taking the black book and re-imagining it on a mobile device where associates can have a 360 degree view of the shopper to better serve their needs.

    We witnessed a Sales Revolution happening at companies like Design Within Reach. When a shopper walks in, each and every sales rep is empowered with the Shopper Success Platform in their hands. Right from a smartphone or tablet armed with Salesforce1, they have the shoppers full profile, all their relevant information, past purchases and inquiries. They also have a full digital sales aid armed with a full product catalog, inventory, delivery schedules and can quickly get answers for product-related questions — like dimension details, available finishes, or when a backordered item will become available.

    Ultimately, Design within Reach is not just selling a piece of furniture, they are creating 1:1 relationships with their shoppers.

  • Next is personalized service everywhere.

  • 4 million emails a day, across 200 campaigns managed by just 3 people
  • Employees are customers too. The world has gone social with 2.3 billion social users, but companies are building their own social networks In the form of communities.

    Home Depot has stores all over the world, and each store has their own department experts. Before Salesforce Community Cloud, none of these experts were connected with each other. Home Depot recognized that the wealth of knowledge a group of experts can have together is much greater than one on their own, and the value of collaboration across these experts partners, and shoppers would be very powerful. To address this opportunity, Home Depot created community.homedepot.com bringing together contractors, home owners and employees from all over the world in one central location.
  • Did you know that 90% of the world’s data was created in the last two years? All of these connected devices, employees and partners contribute to the masses of data. By 2020 there is going to be 10 times more mobile data, 19 times more structure data and 50 times more product data.
    One of the largest companies in the world, GE, is transforming themselves into a data company. GE is connecting all their machines and services to drive better business decisions through analytics.

    But with all of this data, we find ourselves in a data divide. Companies like Microsoft, Oracle and SAP have analytics products of the past, delivering the same solutions they had been before most of these connected devices were even invented. At Salesforce saw this as a huge opportunity, not for a new version, but for a new vision for Analytics.
    ----------------------------------------------------------------------------

    See GE Capital’s Success Story here:

    http://www.youtube.com/watch?v=FPylyoJ7Q9c
  • And finally, every shopper we visit shares one thing in common, they all want to GO FASTER.

    And to do that, every company is becoming a software company, even massive organizations like Coca-Cola.

    Coca-Cola Germany has built apps for nearly every aspect of their business: Shopper facing apps, retailer apps, distributor apps, inventory apps. They’re deploying these apps at Lightning speed and transforming their business while they’re doing it. These apps have helped them on-board retailers up to 10x faster.

    _____________________________________

    See Coca-Cola’s Success Story here:
    http://www.youtube.com/watch?v=xAYS8C3g_k4&list=PLnobS_RgN7JZfHVFu8gTYBXYzV60IWeX9
  • In Retail, the Shopper Success Platform helps every retailer become a shopper-centric retailer and meet shopper demand for personalization everywhere.

    When shoppers walk into the store, our Clienteling mobile app transforms what would otherwise be a rather impersonal experience into one that is fully personalized and contextual.

    The Shopper Success Platform transforms service on any channel into a fully personalized experience so that, for example, the contact center agent has full context of the shopper’s store, web and app journey.

    Shoppers are not always buying or calling customer service for help. The Shopper Success Platform helps retailers engage the shopper proactively through their journey with targeted marketing via email. social, mobile, web to constantly engage them.

    With Connected Operations, the Shopper Success Platform transforms the associate journey into a mobile and collaborative one that empowers them AND engages them with technology they love.

    Personalizing shopper journey requires insight into the shopper. The Analytics cloud does just that so that retailers can deliver more targeted content, service and more.

    Retail has changed more in the past 3 years than in the last 50. The Shopper Success Platform turbo-charges retailers to innovate at the industry’s new clock speed through apps that help them react to change faster than ever.
  • Salesforce pour le retail

    1. 1. Nicolas Lemonnier et Arnaud Chiffert Account Executives, Retail, Salesforce Salesforce pour le retail La transformation de l’expérience client
    2. 2. Safe Harbor Déclaration conforme à la directive « Safe Harbor » contenue dans la loi américaine intitulée « Private Securities Litigation Reform Act » de 1995 : Cette présentation est susceptible de comporter des déclarations conditionnelles, qui impliquent nécessairement une certaine prise de risque, des incertitudes et des hypothèses. Si l'une de ces incertitudes se concrétise ou si certaines hypothèses se révèlent incorrectes, les résultats de Salesforce, Inc. pourraient être sensiblement différents de ceux explicitement ou implicitement avancés par nos déclarations conditionnelles. Toutes les déclarations ne portant pas sur des faits historiques peuvent être considérées comme conditionnelles, y compris les projections de disponibilité des produits ou des services, d'augmentation du nombre d'abonnés, de bénéfices, de chiffre d'affaires ou autre valeur financière, toute déclaration concernant les stratégies ou les plans de gestion des opérations à venir, toute opinion personnelle, toute déclaration concernant les services ou les développements technologiques nouveaux, planifiés ou mis à niveau, ainsi que les contrats clients et l'utilisation de nos services. Les incertitudes et les risques susmentionnés concernent, sans s'y limiter, les risques associés au développement et à la fourniture de nouvelles fonctionnalités pour notre service, aux nouveaux produits et services, à notre nouveau modèle commercial, nos pertes d'exploitation antérieures, les éventuelles fluctuations de nos résultats d'exploitation et de notre taux de croissance, les interruptions ou les retards de notre système d'hébergement, les failles des mesures de sécurité, l'issue des litiges, les risques associés aux fusions et acquisitions réelles et éventuelles, la jeunesse du marché dans lequel nous évoluons, notre historique relativement limité, notre capacité à développer, fidéliser et motiver notre personnel et à gérer notre croissance, les nouvelles éditions de notre service, ainsi que le déploiement réussi chez les clients, notre expérience limitée en matière de revente de produits tiers, et l'utilisation et les ventes à de grands comptes. Vous trouverez plus d'informations sur les facteurs pouvant influencer les résultats financiers de Salesforce, Inc. dans notre rapport annuel (formulaire 10-K) pour l'exercice fiscal le plus récent et dans notre rapport trimestriel (formulaire 10-Q) pour le trimestre fiscal le plus récent. Ce rapport et d'autres documents contenant d'importantes informations sont accessibles sur notre site web dans la partie Informations Investisseurs, section Documents pour la Commission des opérations de bourse (SEC). Certains services ou fonctions qui ne sont pas encore commercialisés et sont mentionnés ici ou dans d'autres présentations, communiqués de presse ou déclarations publiques, ne sont pas encore disponibles et ne seront peut-être pas livrés à temps, voire pas livrés du tout. Les clients qui achètent nos services doivent prendre leur décision sur la base des fonctions actuellement disponibles. Salesforce, Inc. n'est pas tenu et n'a pas l'intention de mettre à jour ces déclarations conditionnelles.
    3. 3. Nos solutions par secteur d’activité Services financiers Biens de consommation Mobile Collaboration Science des donnéesCloud Automobile Retail Industrie
    4. 4. Toutes les marques veulent se rapprocher de leurs clients Épicerie & parapharmacie Restauration Nouveaux entrants Grands magasins Enseignes spécialiséesLuxe Grandes surfaces
    5. 5. Simplifier l’expérience client
    6. 6. De nouvelles manières pour se connecter avec ses clients Personnalisation Personnalisez chaque interaction, physique ou numérique Motivation Utilisez les outils mobiles et collaboratifs éprouvés Innovation Innovez, testez, déployez
    7. 7. Les retailers ont investi dans des outils de gestion des données Systèmes conçues pour l’opérationnel, pas pour l’engagement client Outil de gestion des données E-commercePoint de vente Inventaire Chaîne logistique Merchandising * Source: Pew Research, 2013 des clients en boutique cherchent des informations sur leur smartphone 72%
    8. 8. Les retailers ont besoin d’outils d’engagement client Outils d’engagement MobileCloud Réseaux sociaux Science des données Outils de gestion des données E-commercePoint de vente Inventaire Chaine logistique Merchandising
    9. 9. Clienteling Expérience personnalisée en boutique Service Personnalisation du service sur tous les canaux Analytics Analyse des données client en temps réel Operations connectées Collaboration pour les vendeurs Applications Innovation agile Marketing Parcours client personnalisés La Customer Success Platform pour le retail Connectez-vous avec vos clients comme jamais et personnalisez l’expérience client
    10. 10. Clienteling Personalised In-store Shopping Service Personalised Service Everywhere Analytics Real-time Shopper Insight Connected Operations Social Associate Journeys Apps Agile Retail Innovation Marketing Personalised Shopper Journeys The Customer Success Platform Connect to Customers in a Whole New Way, Personalise Retail
    11. 11. FPO Clienteling : une expérience personnalisée en boutique Les conseillers clientèle bénéficient d’une vue complète de chaque client Vue à 360° du client Détails produits Personnalisation guidée Offres d’entretien
    12. 12. Un service personnalisé pour tous les clients Agents connectés offrent un service client ‘dexcellence aux clients Vue à 360° du client Portail en libre service pour les employés Console d’agent multicanal
    13. 13. Le parcours client personnalisé Personnalisation automatique Multiples canaux Notifications push Clients connectés Alertes et notifications sont envoyées en temps réel en fonction de l’activité du client
    14. 14. Opérations connectées : collaboration des vendeurs Connectez client, collaborateurs et fournisseurs comme jamais ! Onboarding et formation Gestion des tâches Communautés pour les collaborateurs, clients et fournisseurs/partenaires
    15. 15. Analytics : analyse des données clients en temps réel Connectez vos utilisateurs métiers avec vos données FPO Contenu et services personnalisés Prix dynamiques Expérience et assortiment en fonction des préférences locales Optimisation des opérations et des ventes
    16. 16. Applications : innovation agiles Plateforme de développement agile pour vos applications métiers Applications de shopping mobiles Surcouche agile pour votre ERP Applications métiers FPO
    17. 17. Démonstration Clienteling : l’expérience en boutique personnalisée Pierre-Alexandre Bruneau Principal Sales Engineer Salesforce
    18. 18. Merci ! 1 2 3 Donnez votre avis aux bornes d’enregistrement ou en ligne et recevez un cadeau. Profitez du cocktail networking dans le salon Cloud Expo dès 17h45. Rendez-vous à Dreamforce à San Francisco du 15 au 18 septembre. Plus d’infos sur : Dreamforce.com

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