Presentación Ezequiel Singer - eCommerce Day Guayaquil 2014

Transformando Retail en
la era Digital
Ezequiel Singer
Google Enterprise Latin America
@ezesinger

Durante esta charla
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PRE-MODERN
PERIOD
pre-1945
RETAIL
DEVELOPMENT
1945-1965 1965-1990
CONSOLIDATION OF
RETAIL
1990-2000
Retail cambia cada 25 años
El negocio físico siempre fue el centro de la transformación
Google confidential | Do not distribute
BIG BOX AND
CATEGORY
KILLERS

In only a few years [Amazon]
has become the business that
everyone watches with a
degree of apprehension, as well
as admiration.
Retail Week
June 11, 2012
El cambio actual es
claramente digital
Amazon North American Sales
U.S. Ecommerce Sales
U.S. Offline Retail Sales
Data: Census; Amazon
Sales Growth

Menos visitas físicas
2010 2013
38
17(Nov-Dec)
55%
billions
Source: ShopperTrak data for Nov/Dec 2013, as
cited in WSJ, Jan 2014.

Pero mas efectivas
2010 2013
Source: Mastercard, Nov-Dec 2010 & Nov- Dec 2013, $B
$B offline sales
(Nov-Dec)
ecomm
+75%
offline
+9%
$681
$783

To stay competitive, companies must stop
experimenting with digital and commit to transforming
themselves into full digital businesses.
“
”McKinsey & Co., 2014
Source: McKinsey & Co., The seven habits of highly effective digital enterprises, May 2014

Nuevas realidades del comercio
SIEMPRE ABIERTO, EN CUALQUIER LUGAR EN
TODOS LADOS.
SIN LIMITES DE REAL ESTATE y HORARIOS LOCAL
GANAR TODO EL TRAFICO

Antiguamente, las estrategias de marketing competían por el “first
moment of truth”

The In-store Experience
Web and Mobile Strategy
Bringing Digital to the
Enterprise
Build and Host Applications
Customer Experience
eCommerce Revenue
Store Associate Engagement
Store Operations & Management
Customer Experience
Google transformando Retail
Supply Chain Visibility
New Product Introduction
Big Data

41% more customers than a
year ago have “showroomed”,
browsing at least once in store
and then buying online.
The Seamless Consumer Retail Survey,
November 2013
Accenture
Clientes a un click de comprar
en otro lado

Clientes
acostumbrados a
buscar

Hayneedle on Google
Find anything with
ecommerce Search
Search contributed to a 45% increase
in our conversion rate, and a 116%
increase in search-attributed
revenue.Chris Chance, Director of IT
Speedway Motors
Growth of more than 20% in revenue
per search with a 12% conversion lift.
Brian Moen, CMO
Hayneedle

We are now in the New
Digital Age
Mass adoption of mobile
Social media and sharing
Frictionless transactions
Easy-to-use expectations
Always connected

Retailers are going Google
Big Box
Branded Goods
Grocery
Apparel
Hospitality
Specialty

All Saints on Going Google

Improve the
In-store Experience
The in-store
experience
Web and
mobile strategy
Digital
Enterprise

Stores are faced with many challenges
High
employee
turnover
Balancing
administrative
tasks
Constantly
changing
product
assortment
Maintaining
store
profitability
High customer
expectations
38% of retail shoppers still
cite the seamless customer
experience as the main area
for retailer improvement
The Seamless Consumer Retail
Survey, November 2013
Accenture

Improve the in-store experience
Increase Sales Reduce Operations
& Labor Costs
Increase loyalty
and repeat visits
Store Associate
Effectiveness
Store Operations
and Management
Customer
Experience

Associates can’t keep up with the number
of products, and number of customers
61% of shoppers believe
they have access to more
information about
products than store
associates.
Motorola Solutions
‘Retail Vision Survey’, May 2012

Improve store associate effectiveness
Create sense of community in the store
Local store promotions and contests
Alert urgent issues e.g. product recalls
Better train employees
Crowd-source best practices
Merchandising shares guidelines across
stores
Simplify corporate information distribution
Standard portal for HQ-to-store communications
Master store calendar and forms library
41% of shoppers were not satisfied with the
ability to receive in-stock status while in-store.
Motorola Solutions
‘Retail Vision Survey’, May 2012

Cesar Ramanauskas, IT Manager
EAT
Our HR Department uses Sites to
create internal websites for
employees in stores to find all
the information they need.
Before there were only
documents they couldn’t share.
EAT on Google
Sharing the information in-store employees need

Community sharing of best
practices offers associates up-
to-date product details and
support.
CIO Waitrose
Waitrose on Google
Sharing best practices across stores

Store operations and management is
time consuming and labor intensive
Managers spend more time on
administration than on interacting
with customers, coaching staff, and
looking at the condition of their
stores—combined.
AT Kearney
Retail Success Still Depends on Core Principles
2013

Optimize store operations
Automate store processes
Forms and requests
Mobile sales director app
Manage store events
Automate event logistics e.g. registration and catering
Record for on-demand replay playback
Simplify task management
Centralize calendar for daily store tasks
Assign and track tasks based on skill set and duration
Streamline field service operations
Optimize service routes with Geo
Update the customer on field service status

Specsavers on Google
Google makes assigning store tasks easier
"Our employees have been
using their own iPads,
iPhones and Android devices
to access their email and
calendars. Google Apps is
a positive step forward in
terms of enabling their
working lives."
Nigel Dufty, IT Service Director
Specsavers

“In order to focus on his core job -
creating new pastries - Mister Hermé
records recipes guidelines on video.
They are then shared with our
pastry makers in France, Japan and
Middle-East.”
Sabrina Zouzou, CFO
Pierre Hermé Paris
“We automatized sales
consolidation during rush
hours. Before regional
directors would make 4000
calls a day to collect this
information. Now they are
automatically collected and
shared internationally,
thanks to spreadsheets and
graphs fed by Google Apps
Script.”
Laurent Rousset, CIO
Celio
“We automatized
merchandising auditing
activating Google+
communities. Stores post
pictures of their
implementation. That way
regional directors can control in
real time that the shelving that
was decided in the
headquarters is in place in each
location. This is also a good way
to archive them. ”
Louis de Haldat, CIO
Jennyfer

The store faces intense
online competition
Comparison shopping on a smartphone
while in-store is up 400% over last year
Parago
July 2013 study
55% of shoppers would purchase if an
associate could find another location
that had the item.
Motorola
What’s Driving Tomorrow’s Retail Experience
2012

Connect the customer in-
store experience
Shopping Center Map Department Store Map
Enable location-based services
Monitor customer dwell time in departments
Text message associates when customers need assistance
Google Maps indoor mapping
Send offers to customers while they are in the store
51% of retailers consider improving customer
service as a primary driver for technology
investment.
Motorola, What’s Driving Tomorrow’s Retail
Experience, 2012
Deliver better information with in-store devices
In-store kiosks reduce wait-time
Use hang-outs to connect with experts at HQ or another
store
Digital signage placeholder

Customers like using
Chromebox kiosks - they
resume instantly, are
lightning-fast at handling web
apps and basically crash-free.

Improve in-store customer experience
Personalize the shopping experience
A large Big Box Retail
identified potential
revenue increase per
store of $880k
annually
Geo Identity Analytics
Where are customers?
Where are my locations?
Where are our devices?
Who is in my location?
Tell me about them.
Where did they go?
How many visitors?
Where do people spend time?
What paths did they travel?

Deliver web and
mobile strategy
The in-store
experience
Web and mobile
strategy
Digital
Enterprise

Deliver on web and mobile strategy
Speed time to market
and reduce IT costs
Increase traffic, sales
and loyalty
Increase sales and
Units Per Transaction
Build and host
applications
Customer
experience
eCommerce
Revenue

Building with Traditional IT is
slow and expensive
Gary Koelling, Director of emerging platforms
Best Buy
“Because of theplatform
design, an application
administrator had to make
changes manually, which was
time-consuming and prone to
errors.”

Build and host applications
Build apps quickly and effectively
with Google’s Platform
Host existing web apps on Google
infrastructure
Gary Koelling, Director of emerging platforms
Best Buy
Our experience transferring Giftag
onto Google App Engine really
changed how we do things. We can
use far fewer developers, and we don’t
have to spend any time doing system
administration or setting up servers,
which allows us to focus on the
development and testing new ideas.

Customers expect engagement
at every point of contact
Your business is now operating in an
age where customers rule. They like
this new-found empowerment, and
increasingly expect sellers to connect
with them.
Entrepreneur Magazine
February, 2014

Connect the entire
customer experience
Help customers track deliveries, in real-time
Leverage Geo and Cloud Platform solutions to
create custom portal
Drive traffic to your store with a custom map
Geo store locator
Reach out to customers with live video & shopping
events
G+ Hangouts On Air for shopping events
G+ Helpouts connect customers and experts live, on the
web
With eroding store sales, the route for retailers
to earn a larger share of wallet is through
deeper, omni-channel customer engagement.
EKN, The Future of Retail Analytics
2013

Celio on Google
Crowd-sources next year’s product line
Merchandisers gather feedback from
store managers and loyalty card holders
Laurent Thoumine, CIO
Celio
For the World Cup, our 6,000 employees
and our loyal customers have chosen the
design for our collections, via the internal
network Google+. The fashion department
extends to the whole company!

"Google Apps allows us to do things our way, wherever and
whenever we want."
1,250 staff members stay on top of day-to-day operations and
build ties with the local community
"Where's My Order" mobile app integrates with Google Maps to
show our customers the exact location of the delivery truck
carrying their order
Google Compute Engine powers the 3D vision technology that
guides our robots through order fulfillment
Paul Clarke, Director of Technology of Ocado
Ocado on Google
Enabling full digital business transformation

Ocado on Google
Exceeding customers delivery expectations

Google Confidential and Proprietary
Zales on Google
Bring the expert to you via the web

Bringing digital to
the enterprise
The in-store
experience
Web and
mobile strategy
Digital
Enterprise

When you dig deep into what actually
generates profits for today’s most
successful retail companies, it turns
out they’re simply good at what great
retailers have always been good at: the
nuts and bolts of operations.
AT Kearney
Retail Success Still Depends on Core
Principles
2013
Today, retail operations means
more than just the basics
To stay competitive, companies must stop
experimenting with digital and commit to
transforming themselves into full digital
businesses.
McKinsey & Co.
2014

Bringing digital into the enterprise
Deliver products
more efficiently
Increase brand equity
and competitiveness
Supply chain
visibility
New product
introduction
Data-driven
decisions
Better insight across
marketing and merchandising

Communicating through the
supply chain is inefficient
Our communication tools weren’t flexible
enough to make decisions on the go and we
couldn’t guarantee that we were running
the same promotions at the same time.
Jaime Garcia,
IT Corporate Director of the All Inclusive Collection,
Hard Rock Hotels

Improve supply chain visibility
Collaborate across the supply chain
Google Sites, Hangouts, Sheets and Docs
Monitor and track delivery routes
Geo for logistics, asset and material tracking
Share delivery locations across devices and
departments
Google Geo for visibility into supply chain routes
We can update drivers in real time if the
recipient wants to change his delivery
address along the way.
Bernard Lemaire, CHRO
Chronopost

● Track global orders/shipments
● Get alerted about potential shipment
disruptions
● Live weather, traffic, and social
media integration
● Seamlessly manage and re-route
orders
We selected the iSpatial/Google tool due
to low cost and high flexibility. The
iSpatial tool allows our relatively small
Analysis department to effectively
analyze all of these problems.
Large CPG Company in North America
iSpatial on Google
Supply chain visualization

Data is a core business asset. It is the difference
between having competitive advantage or falling behind.
The future of big data isn’t collecting it.
It’s being able to attribute and leverage it to
understand and make decisions across your entire
business
● Merchandising Effectiveness
● eCommerce performance
● Marketing ROI
● Supply chain
● Store peformance
● Customer experience
● New Product Analysis
Why care about Data?

Big Data Solutions
Internal Data Social Data Sensor Data
Google & Other
3rd Party Data
HOW CAN I COMBINE ALL
OF MY TRANSACTIONAL
DATA WITH OTHER DATA?
HOW CAN I CAPTURE
MORE CUSTOMER
INTERACTIONS?
WHAT DO CUSTOMERS
SAY ABOUT MY BUSINESS?
HOW CAN GOOGLE DATA HELP
ME WITH MULTI-CHANNEL
MODELING?

Challenge
● No way to explore how sales patterns, shopper behavior, and effect of
weather were having on inventory and supply chain.
● The company focused on identifying similar storms, classifying them by
severity, and measuring their effects on sales before, during, and after
their peaks.
Results
● Performed a study that provided new insights into consumers’ behavior
during snowstorms by combining point-of-sale (POS) and government
meteorological data, 1.3 bilion rows of data
● Identified top products that ran out of stock or spoiled during storms
● Allowed them to predict future impact, adjust supply chain and staffing
Interactions Marketing on Google
Increase sales in stores by localizing merchandising

SOLMO on Google
Improving in-store merchandising and sales
A large Big Box Retail
identified potential
revenue increase per
store of $880k
annually
Combine in-store traffic and Point of Sale data, improve conversion, UPT, and revenue
Geo Identity Analytics
Where are customers?
Where are my locations?
Where are our devices?
Who is in my location?
Tell me about them.
Where did they go?
How many visitors?
Where do people spend time?
What paths did they travel?

Introducing new products is a
strategic priority
Private Label brands' comparable
quality at significantly lower cost ...
translates into wider choice for
customers and higher margins for
retailers.
Accenture
Harnessing the Power of Private Label in Retail
2012

Information Week, 1/15/2014
Streamline New Product
Introduction
Develop Ideas
Gather feedback through forms,
communities of interest (G+) and Google
Moderator
Share and Track Activities and Designs
Manage and collaborate on content, both
externally and internally
Communicate with distribution channels
Distribute Content to Channel
Share a final product information
Develop & Deploy Training Content

Celio on Google
Reducing the cycle time for bringing products to market
Using Google Drive and
Google Sites, we were able to
create an extranet that
centralizes our manufacturing,
textile purchasing and
logistics documents. Before,
this used to be shared using
email, FTP server or external
sharing services like Dropbox,
creating constant problems
with clogged email and
version control.

How will you transform retail?
The retail industry is in the throes of
implausible and dynamic change, and
most industry watchers expect the
velocity of change to only increase over
the next five years.
In The Store | Web & Mobile | Business Productivity

Retail Solutions Quick
Reference Cards

The In-store
Experience
Web and Mobile
Strategy
Enterprise
Google can help retailers innovate
GSACloud Storage Chrome DevicesGeoApps Big QueryApp Engine

Store Associate Engagement
Store Operations & Management
Customer Experience
The In-store
Experience
Build and Host Applications
Digital Customer Experience
eCommerce Revenue
Web and Mobile
Strategy
Supply Chain Visibility
New Product Introduction
Big Data
Google can help retailers innovate
Increase Store Sales &
Optimize Labor Costs
Lower costs, increase traffic,
and Increase online sales
Greater differentiation
Use Cases
Benefits
Enterprise

Better train
employees
Crowd-source best
practices
Redirect associates to
customers in real-time
Store Associate
Engagement
Automate store
processes
Manage store events
Simplify task
management
Streamline field
service operations
Store Operations
and Management
Transform the store for managers, employees, and customers
Customer
Experience
Shorten customer waiting
with in-store kiosks
Deliver relevant offers
when customer is near
Help customers navigate
the store with maps
Connect with an expert
from an in-store device
Increase Sales Reduce Operations
& Labor Costs
Increase loyalty and
repeat visits
Scenarios
Use Cases
Benefits

Build apps quickly and
effectively with
Google’s platform
Host existing apps on
Google’s
infrastructure
Build and host
applications
Reach out to customers
with live video and
shopping events
Drive traffic to your store
with a custom map
Help customers track
deliveries, in real-time
Customer
experience
Deliver on your web and mobile strategy
eCommerce
revenue
Include search on your site
Lower
technology costs
Increase loyalty and
customer
satisfaction
Increase sales and
Units per transaction
Scenarios
Use Cases
Benefits

Collaborate across the
supply chain
Monitor and track
delivery routes
Share delivery locations
across devices and
departments
Supply chain
visibility
Develop ideas
Share and Track Activities
and Designs
Distribute Content to
Channel
New product
introduction
Bringing digital to the enterprise
Data-driven
decisions
Include internal, social,
sensor, and 3rd party data
in your analysis
Deliver products
more efficiently
Increase brand
equity and
competitiveness
Better insight across
marketing and
merchandising
Scenarios
Use Cases
Benefits

Radical Shifts in Retail
After years of showrooming and
online retail commanding more
attention, the data-driven shopping
experience is set to land inside
brick-and-mortar stores.
Entrepreneur Magazine
June 2014
Data-driven Business

Digital becomes essential to the store
With eroding store sales, the route
for brick-and-mortar retailers to
earn a larger share of wallet is
through deeper, omni-channel
customer engagement.
EKN
The Future of Retail Analytics
2013

Fast service is more important than ever
Wait-related issues is the
#1 reason retailers lose
customers.
Timetrade
Retail Industry Executive Survey
2013

Quote List
"Since we've gone Google, the teams
can now focus on their work, like
responding quickly to customer
requests and around-the-clock product
shipping services. This means we now
deliver a fun and convenient shopping
experience, keeping our customers
happy and coming back for more."
Prasad Vootla,
Senior Director of Engineering Operations
Snapdeal.com
"Retailers will try to manage
the rush of last-minute
shoppers with expanded
hours, extra employees to
stock shelves, and a lot of
sales and promotions"
Tracy Mullin
NRF President
CEO Tracy Mullin

Google confidential | Do not distributeGoogle confidential | Do not distribute
Market Insights
Analyze feasibility
Analyze social media to track trends and opportunities
Visualize target customers and trends with maps
Build and share business models with sheets
Find ideas
Use Analytics on product usage and adoption
Analyze data from social, channel partners, the
supply chain and internal systems
Timely and reliable knowledge about customer
preferences is most important information
necessary for product development.
Harvard Business Review

1. Build a single customer experience
2. Search for a unified transaction platform
3. Have a mobile strategy
4. Understand other CxOs better
5. Big data
6. Need for speed with disruptive technologies
7. Manage security
8. Bring all your data people under one roof
9. Go cloud!
10. Up-skill staff and/or find digitally talented people
Top 10 priorities for Retail CIOs
Information Week, 1/15/2014

Stores rely on word-of-mouth
to communicate
In retail, things change all the time
and emailing about employee
schedules, promotional timelines or
new merchandise availability meant
that the information was quickly out
of date and risked employees having
inaccurate information.
John Edelman, CEO
Design Within Reach

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