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Customer Centric Retailing Customer Centric Retailing The Cross The Cross-Channel Customer Interaction Platform Channel Customer Interaction Platform The Cross The Cross Channel Customer Interaction Platform Channel Customer Interaction Platform IBM Smarter Industries Summit 2010 IBM Smarter Industries Summit 2010 - Retail Retail IBM WebSphere Commerce © 2010 IBM Corporation Peter Pang eCommerce Sales Leader, Asean IBM Software Group

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Customer Centric RetailingCustomer Centric RetailingThe CrossThe Cross--Channel Customer Interaction PlatformChannel Customer Interaction PlatformThe CrossThe Cross Channel Customer Interaction PlatformChannel Customer Interaction Platform

IBM Smarter Industries Summit 2010 IBM Smarter Industries Summit 2010 -- RetailRetail

IBM WebSphere Commercep

© 2010 IBM Corporation

Peter Pang

eCommerce Sales Leader, Asean

IBM Software Group

Agenda

The Evolution of the Connected Consumer

The Impact of the Connected Consumer on the Shopping Process

Next Generation e-Commerce becomes the C Ch l C t I t ti Pl tfCross-Channel Customer Interaction Platform

Summary Thoughts

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation2

What is changing in the consumer’s world…..

is changing the world

of Retail

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation3

of Retail

The ‘consumerization’ of technology is changing the way consumers interact, obtain information, and purchase items

25.6% of the world’s population,1.73 billion people are online

4.6 Billion mobile subscribers 116% in Europep p

and is estimated to reach2.2 billion by 2013

p91% in U.S.

80% in Brazil54% in China54% in China38% in India

505 million bil I77% of online shoppers

use peer ratings and reviews when making purchases

mobile Internet users worldwide in 2009,

increasing to

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation44 9/3/2010

g p>1 Billion by 2012

Source: Internetworldstats.com; Strategy Analytics; Informa; Teleco; eMarketer, Cellular-News; IDC

As a result, consumers are becoming SMARTER –increasingly informed, empowered, and demanding

Consumers expect h i d fl ibili

They want service

choice and flexibility

ywhenever, wherever, however. They set the termson how Consumersthey will interact

Consumers demand timeliness

and relevance

Consumers are increasingly informed

and knowledgeableThey demand interactions are relevant to their shopping occasion and

Armed with information they seek to maximize

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation55

s opp g occas o a dfulfilled in a timely manner

ypersonal value

Source: IBM Global Retail Industry

OmniOmni--PresentPresent

And their interactions are becoming more diverse – and multiplying!

Mobile

Web Site

Social Web

Store POSCall Center

Store Kiosk

Li it dLi it d E dlE dl

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation6

LimitedLimited EndlessEndless

Source: IBM Global Retail Industry

Agenda

The Evolution of the Connected Consumer

The Impact of the Connected Consumer on the Retail Shopping Process

Next Generation e-Commerce becomes the C Ch l C t I t ti Pl tfCross-Channel Customer Interaction Platform

Summary Thoughts

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation7

Asia Pacific Online Shopping Statistics

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation8

2. Consumers obtain different value from each touchpoint and consequently are deconstructing the shopping process

Consumer Customer

AwarenessAwareness PurchasePurchase ReceiveReceive Service &Service &SupportSupport

Browse & Browse & ResearchResearchAwarenessAwareness PurchasePurchase ReceiveReceive Service &Service &

SupportSupportBrowse & Browse & ResearchResearch

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation9Source: IBM Global Retail Industry

3. Consumer expectations continue to rise – but don’t distinguish between channels / touch points; only Brands

Consumer Customer

AwarenessAwareness PurchasePurchase ReceiveReceive Service &Service &SupportSupport

Browse & Browse & ResearchResearchAwarenessAwareness PurchasePurchase ReceiveReceive Service &Service &

SupportSupportBrowse & Browse & ResearchResearch

Gi i t th bilit t hChoice Giving customers the ability to shop how they want

Consistency Ensuring fulfillment of brand promise and customer expectationsy and customer expectations

Context Providing the right interaction at the right time

Continuity Enabling seamless “flows” across touchpoints

Community Facilitating a social and emotional connection

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation10Source: IBM Global Retail Industry

Continuity Enabling seamless flows across touchpoints

The value of the Store influences online shopping

M t l d f t h f

Must Have Nice to Have

Most valued features as shoppers move from Online to Store in the shopping process

45%

47%

42%

45%

I want to locate the nearest store using an online storelocator feature

I want to check if an item is available at a local storewhile browsing online

31%

32%

55%

46%

I want to redeem a coupon or promotion I find onlinewhile shopping in the store

I want to purchase an item online and then return it toa store

26%

27%

56%

49%

I want to purchase a gift card online that may be

I want to earn reward points while shopping onlineand redeem the points when shopping in the store

I want online item information and item reviewsavailable while in the store

15%

15%

20%

62%

60%

48%

I want to reserve an item online for purchase and pick-

I want to purchase an item online for pick-up in thestore

I want to purchase a gift card online that may beredeemed while shopping in the store

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation11

15% 62%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I want to reserve an item online for purchase and pickup in the store

Just as the value of the Web influences in-store shopping

Most valued features as shoppers move from Store to Online in the shopping process

Must Have Nice to Have

44%

57%

43%

35%

I want to be able to o btain o nline info rmatio n abo ut the item (no tprice related) while in the sto re

I want to be able to check fo r pric ing, pro mo tio ns, co upo ns andspecials o nline befo re purchasing

25%

26%

56%

44%

I want to earn reward po ints while sho pping in the sto re and redeemthe po ints when sho pping o nline

I want to purchase a gif t card in the sto re that may be redeemedwhile sho pping o nline

17%

18%

49%

39%

I t t b bl t h it i d i th t ith th

I want to purchase an item in the sto re and be able to init iate areturn o nline (e.g. create a return mailing label)

I want to view my sto re purchase histo ry while I am o nline

12%

13%

37%

38%

I want to use a kio sk in the sto re to purchase items that are o ut o f

I want to create a sho pping list , wish list o r registry list in the sto reand be able to access that list o nline

I want to be able to share items viewed in the sto re with o therso nline fo r review and feedback

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation12

8% 40%

0 % 10 % 2 0 % 3 0 % 4 0 % 50 % 6 0 % 70 % 8 0 % 9 0 % 10 0 %

I want to use a kio sk in the sto re to purchase items that are o ut-o f-sto ck o r fo r special o rders o nline

The new business imperative is to serve customers as a single brand, regardless of channel, touch point or device

Point of Sale Web Site Consumer Mobile Kiosk Employee

Mobile Contact Center

Purchase

Research & Browse Awareness

Research & Browse

Purchase

Awareness

Decision InIn--Store Store Shopping Shopping

ExperienceExperience

OutOut--ofof--Store Store Shopping Shopping

ExperienceExperience

Decision

Collect & R i

Transact & Pay

Service & Support

Transact & Pay

Collect &R i

Service & Support

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation13

Source: IBM Global Retail Industry

Receive Receive

Agenda

The Evolution of the Connected Consumer

The Impact of the Connected Consumer on the Retail Shopping Process

Next Generation e-Commerce becomes the C Ch l C t I t ti Pl tfCross-Channel Customer Interaction Platform

Summary Thoughts

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation14

As cross channel interactions grow in complexity and become increasingly fragmented

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation15

We will have to change the way we market, build relationships, and deliver brand value

Data

Fulfillment

Suppliers

Resellers / DealersLegacy systems

Back-end

POS

Kiosk

Web

B2B sites Tele, mobileCustomer procurement /

systems

Retailers

DistributorsB2B / Partners

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation16

IBM’s Cross-Channel Customer Interaction Platform enables companies to deliver consistent, customer-centric experiences across multiple channels and touch pointsexperiences across multiple channels and touch points

Fulfillment

Suppliers

Data

Back-end

POS

Resellers / DealersLegacy systems

POS

Kiosk

Web

Retailers

DistributorsB2B / Partners

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation17

B2B sites Tele, mobileCustomer procurement /

systems

E l i h i b h i i k tiEvolving shopping behaviors require new marketing approaches

Cross Channel Precision Marketing Triggers Actions

– Web, Mobile, Cross Channel

– Social Participation Mobile Social Commerce

MobilePromotionsPrecision – Integrated with

ecosystem– Behavioral Order

Hi tBrowsing Point of SaleCross/Up Sell

Marketing Engine

Behavioral segmentation and personas based on interactions

History

KioskE il

Multi-Variate Testing Personalization Search

KioskEmaill

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation18

Landing Page Optimization

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation19

Cross-Channel Dialog: Register No ActionCustomer Registersg

Email Offer

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation20

Thank you for your registration. We’re running a special

on ____

Wait one week

Reward Active Participation

Change Banner $10 Off Next Order

Customer Writes 5 Reviews Send $10 Off SMS Coupon

Add to Active Participant Segment

Thank you for your review. Receive

$10 off next order

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation21

N t ti b d i l th iNext generation brand experiences leverage the unique value of each channel, touch point, and device

Online& EmailOnline& EmailMobile &

SMSMobile &

SMS

Kiosk/ATMKiosk/ATMCommunitiesCommunities

Contact Center

Contact Center

Widgets, (Internet, Desktop

& mobile)

Widgets, (Internet, Desktop

& mobile)

CenterCenter

Affiliate SitesAffiliate SitesSEO/SEMSEO/SEM

Affiliate Sites Affiliate Sites

Channels

Buy.com

Channels

Buy.com

“The Web’s primary value will evolve into the hub of

the customer relationship ”

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation22

Aggregators/ Portals

Aggregators/ Portals

New & Emerging Touch points

New & Emerging Touch points

the customer relationship. Forrester Research

Web 2.0 technologies empower your customers to shop the way choose

Mi i

Faceted S h

Mini Shop Cart

Search

Quick InfoInfo

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation23

Embrace social commerce and support the models your customers want to use

Oliver is shopping for an

Taps into his Facebook network of fellow Office Managers for their insight

office espresso machine

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation24

Asks Community if this is a good machine for office use

Extend the Brand Experience

Affiliate Sites Aggregators/ Portals

Communities Widgets, (Internet, Desktop & mobile)

Viral MarketingSearch and Comparison

Shopping EngineShopping Engine Optimization

Brand 1or microsite 1

Brand 2or microsite 2

Brand 3or microsite 3

Brand 4or microsite 4

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation25

or microsite 1 or microsite 3

Extend the Brand Experience

Affiliate Marketing Widgets Device Apps & Widgets

Affiliate Partner 1 Retail

Partner

B2B S l ti

Personalized Widgets

Solutions Partner

Deals

Coupons

Access my lists

My Community

Search

Social Network widgets & apps

Data

POS

Fulfillment

Suppliers

Retailers

Distributors

Resellers / DealersLegacy systems

Back-end

B2B / Partners

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation26

Kiosk

Web

B2B sites Tele, mobileCustomer procurement /

systems

Retailers

© 2009 IBM Corporation

Boots: Redefining Customer Interactions

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation27

Innovate the social commerce experience with Co-shoppingwith Co shopping

Leverage and extend the Communications Enabled Applications functionality inApplications functionality in WebSphere Application Server

Enhanced communications widgets utilizing REST services to share information from one peer session to another

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation28

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation29

Mobile Commerce delivers more than convenience

Mobile Store Model & Mobile Native Applications

Browse Catalog View Product Detail View Ratings & Reviews Compare Products

Native Applications– Product Information / Availability– Order Status / Tracking– Store / Stock Locator– Shopping List– Mobile Marketing

Mobile Message Support (SMS)

Mobile Transactions and Cross Search Products Add to CartSelect Pickup Store &

Checkout View Order Confirmation

Channel Support

Integrated into Cross Channel Precision Marketing withPrecision Marketing with support for Mobile triggers, actions

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation30

Mobile Coupon Wallet

Mobile Shopping

Browse Catalog View Product Detail View Ratings & Reviews Compare ProductsBrowse Catalog View Product Detail View Ratings & Reviews Compare Products

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation31

Mobile Transaction

Search Products Add to Cart Select Pickup Store & View Order ConfirmationSearch Products Add to Cart Checkout View Order Confirmation

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation32

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation33

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation34

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation35

Cross-Channel Customer Interaction Platforms will drive immersive in-store retailing experiencewill drive immersive in store retailing experience

Extend cross channel commerce experiences intocommerce experiences into the store

Web Based POS

Store based proximity services

Continued investments in in-store touch points, processes, and experienceprocesses, and experience optimization

Digital Signage

Ability to centrally manage all of these digital touch points

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation36

points

Cross-channel processes provide the foundation for cross channel interactionsfoundation for cross channel interactions

Buy Online and Pickup In-store (BOPIS)

Or Reserve Online and– Or Reserve Online and Pay/Pickup In-store

Endless Aisle– Buy out-of-stock items in-store

and ship to home

DOM Integration– Store inventory visibility

O d t f i t– Order transfer, inventory allocation, and status update

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation37

Sears: Defining Cross-Channel Commerce

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation38

Agenda

The Evolution of the Connected Consumer

The Impact of the Connected Consumer on the Retail Shopping Process

Next Generation e-Commerce becomes the C Ch l C t I t ti Pl tfCross-Channel Customer Interaction Platform

Summary Thoughts

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation39

Summary Thoughts

Th ‘ i ti ’ f t h l i h i thThe ‘consumerization’ of technology is changing the way consumers interact, obtain information, and purchase items

The proliferation of consumer touch points has allowed consumers toThe proliferation of consumer touch points has allowed consumers to deconstruct the shopping process

Consumers obtain different value from touch points they interact; idi h t it t t h lproviding a huge opportunity to engage customers across channels

This requires retailers to provide a consistent, continuous, and relevant shopping experience as consumers shop across multiple touch pointsshopping experience as consumers shop across multiple touch points

When you develop the optimal shopping experience, always consider cross-channel customer interactions

Next generation e-commerce platforms will evolve into a retailers’ “Customer Interaction Platform” – bridging customer interactions across touch points and enabling retailers to deliver a more seamless

Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation4040 9/3/2010

across touch points and enabling retailers to deliver a more seamless and relevant shopping experience

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