enterprise mobility is transforming sales execution in the consumer products industry
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SAP Retail Execution Mobile Application
featuring CARLSBERG
http://twitter.com/SAPMobile
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© 2013 SAP AG. All rights reserved. 2
The information in this presentation is confidential and proprietary to SAP and may not be disclosed without
the permission of SAP. This presentation is not subject to your license agreement or any other service or
subscription agreement with SAP. SAP has no obligation to pursue any course of business outlined in this
document or any related presentation, or to develop or release any functionality mentioned therein. This
document, or any related presentation and SAP's strategy and possible future developments, products and
or platforms directions and functionality are all subject to change and may be changed by SAP at any time
for any reason without notice. The information in this document is not a commitment, promise or legal
obligation to deliver any material, code or functionality. This document is provided without a warranty of any
kind, either express or implied, including but not limited to, the implied warranties of merchantability, fitness
for a particular purpose, or non-infringement. This document is for informational purposes and may not be
incorporated into a contract. SAP assumes no responsibility for errors or omissions in this document, except
if such damages were caused by SAP´s willful misconduct or gross negligence.
All forward-looking statements are subject to various risks and uncertainties that could cause actual results
to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-
looking statements, which speak only as of their dates, and they should not be relied upon in making
purchasing decisions.
Legal disclaimer
© 2013 SAP AG. All rights reserved. 3
Introduction: Our speakers today…
Amit Khanna
Director of Product Management. Product
Manager, REX, SAP
Chris Wiesen
Director of Mobile Applications & REX Solution
Manager, CP IBU, SAP
Simon Thorup
Enterprise Architecht, Enterprise Mobility, Sales &
Marketing, Carlsberg
Jesper Dam
Business Process Manager, Sales, BSP,
Carlsberg
© 2013 SAP AG. All rights reserved. 4
Agenda
• Retail Execution Overview
• Retail Execution Key Features
• Customer Case Study: Carlsberg
• Q&A
© 2013 SAP AG. All rights reserved. 5
Deliver mobile applications to
customers and consumers to
improve service, and build
loyalty
Improve sales effectiveness and
overall shopper experience
Improve decision making by
providing more real-time
information and communication
Result Result Result
Increased sales
Improved customer service
Enabled self service access to
key information
Faster response to markets
Improved ordering / shipping
Fewer out of stocks
Ability to sell inventory in other
physical locations
Improved inventory turns
Improved distribution levels
Consistent merchandising
practices
Pricing and promotion
compliance
Customers & Consumers Retail Execution Supply Chain
Successful consumer product companies Harness the power of mobile to…
© 2013 SAP AG. All rights reserved. 6
Retail Execution Challenges
• Inability to leverage best practice business
processes at the retail level
• Incompliant retail stores
• Inability to monitor compliance of product
distribution, plan-o-grams, trade promotions
• Poor return on brand and promotion
investments
• Paper based and not integrated systems
• Poor sales decision-making
• Lost revenue and customer loyalty
© 2013 SAP AG. All rights reserved. 7
Your Perfect Store Strategy –
Retail Execution directly impacts Sales and Merchandising
Sales Execution
Distribution
& Operations
Channel &
Account Teams
Check-Out Check-In
Order
Processing
Customer Service Order to Cash Sales & Channel Planning
Cust. Service Rep Sales, Distribution Sales, Merchandising, Operations
Account
Mgt.
Contract
Mgt.
Delivery
Planning &
Mgt
Sales Operations
& Management Customer
Analysis Target
Setting
Supply
Planning
Warehouse
Operations
Visit
Execution Delivery &
Invoice
Order
Capture Settlement
Cycle
Planning
Visit
Scheduling
Customer Services Order &
Credit Mgt.
Areas where Retail Execution impacts Perfect Store
© 2013 SAP AG. All rights reserved. 8
How Retail Execution impacts sales and merchandising:
A day in the life example
User reviews today’s visits, adjusts the visit
schedule if needed
User checks how she is doing
Check key
performance
metrics
Review today’s
schedule Visit Stores
Review activities/tasks
Review customer information & dashboard
Perform merchandising activities/tasks
Perform sales activities/tasks
Monitor dashboards
Adjust your visits/tasks/ to-do’s if needed
User recaps today’s visits and plans next
visits
Plan for next
visits
Recap today’s visits, enter visit notes
Plan next visits
User visits the stores and performs the
activities and tasks
Review visits on day, week, month or list calendar views
View stores on map
Review visit activity/task summary on schedule view
Adjust the visits if needed
© 2013 SAP AG. All rights reserved. 9
Agenda
• Retail Execution Overview
• Retail Execution Key Features
• Customer Case Study: Carlsberg
• Q&A
© 2013 SAP AG. All rights reserved. 10
Key Features
• Create and manage visits, activities and your calendar
• Monitor key areas at stores via audits and surveys
• View promotion calendar
• Monitor key performance metrics
• Access history of previous visits, orders, notes, photos
and videos
• 360 Degree view of the store
• View and manage customer, contacts
• Create and manage orders, credits and returns
• Manage trade assets
• View store binder for sales assets
SAP Retail Execution provides sales representatives and merchandisers all
the data, tools, and insight they need to manage their visits in retail stores.
© 2013 SAP AG. All rights reserved. 11
Retail Execution v3.0 Feature Details
Item proposals
Visual cues for quick information on products
Delivery status
ATP
Hybrid Pricing
Copy orders
Manual discounts
Historical orders
Print order summary
Barcode Scanning
Signature Capture
Free Goods
Promotions Integration
Store communication Details
Contact communication Details
Marketing Attributes
Customer Classification
Business hours
Listings and Assortments
Interaction History
Documents
Store Promotions
Price List
Binders
Binders from Customer Hierarchy
Account factsheet
View your work schedule by Day, Week or Lists.
Calendar Views split to holistically view schedule and visit summaries
Toggle between Maps and Calendar
Search on your calendar by Customers or Visits
„Drag and Drop‟ visits
Cancel Visits
Native Events
Calendar
Check-in/Check-out visits
Visit Contacts
Visit Hierarchy
Offline Survey Determination
Retail Audit
GPS Tagging of Visits
Re-assign Visits to your colleague
Mass Visit and Activities creation
Assign Tasks (To-dos) to your visits
View valid promotions for the store
Start Visit by barcode scan
Images
Marketing attributes
Rules based download
Documents and Media
Notes
EAN / UPC Codes
Sales UoM/ Base UoM
Multiple levels of product hierarchy
Listings and Assortments
Listing Set Type
Visit Management
Products Order
Management Store
© 2013 SAP AG. All rights reserved. 12
Retail Execution v3.0 Feature Details
Exception Report
Pre-fill Audits for efficient visits
Offline determination
Product Audit
Future “n” week released promotions/campaigns
Promotions details :
• Discounts
• Attachments
• Products
• Customer
• Target Group
Promotions
View Assets
Create ERP Service Requests
Trade Assets
Create returns from orders
Return Reason
Signature Capture
Returns
Configurable Dashboards
Analytics
Filter customer to plan visits
Create visits by „Drag & Drop‟ customers
Planning
Determination of promotions for a store by Target Groups
Drill through to find “My Stores”
Target Groups
Push Alerts
Alerts
© 2013 SAP AG. All rights reserved. 13
© 2013 SAP AG. All rights reserved. 14
© 2013 SAP AG. All rights reserved. 15
© 2013 SAP AG. All rights reserved. 16
© 2013 SAP AG. All rights reserved. 17
© 2013 SAP AG. All rights reserved. 18
SAP CRM Retail Execution Device Support
© 2013 SAP AG. All rights reserved. 19
Agenda
• Retail Execution Overview
• Retail Execution Key Features
• Customer Case Study: Carlsberg
• Q&A
Carlsberg Group
Mobility Presentation
Agenda
1. Carlsberg company overview
2. High level SAP footprint at Carlsberg
3. Carlsberg strategy for mobility
4. Retail Execution: objectives, implementation, expected benefits…
5. Lessons learned, experience with SAP co-innovation process, next steps
21
22
This is Carlsberg Group today
No. 1 in Northern & Eastern Europe and fourth largest brewer in the world
41,000
150
employees on three continents
markets around the world
500 different beer brands
11,500,000,000 Litres of beer sold in 2011
The 3 core system pillars of Carlsberg and the corresponding principles of the mobility architecture
23
Best of Breed
Best of Breed/Best of Suite
Best of Suite (SMP)
Western & Northern Europe
Best of Breed
Best of Breed
Best of Suite (Monolith)
Eastern Europe
Best of Breed
Best of Breed
Best of Breed
Asia
B2C
B2B
B2E
Carlsberg Group usage of mobile devices
24
User registering abarley delivery arriving at the Brewery. This is done in SAP with a mobile device
Users in the Group Functions such as HQ, CIT andgeneral line management use mobile devices such as Smartphones and laptops to access PIM (email, calendar, contacts) via the mobile datanetwork .The users can also access various Carlsberg Group applications and other resources by using VPN as well.
User performing Plant Maintenanceat the Brewery directly in SAP with amobile device
Warehouse workers use forklift mounted mobile devices and barcode scanners to store productsfrom the brewery for later picking of Sales Orders
3G/GPRS
1 2
Users in the distribution use theirmobile devices to 1: register loading of the trucks at the distribution center. Later, the device will be usedto 2: confirm delivery at the customers and finally 3: to registerempties/returnables. Access to the Carlsberg back-end platforms is provided via a secure mobile data network
3G/GPRS
3A view on Enterprise Mobility in Carlsberg Group- how mobile devices and mobile data networks support the business processes across the Group.
Service Management technicians use theirmobile devices to process Quality Assurance, equipment ordering and van stock management.Access to the Carlsberg back-end platforms is provided via a secure mobile data network
3G/GPRS
3G/GPRS
Sales
A Sales Representative is using a Smartphoneor laptop to work with applications for eg. customer visits, Campaigns and obtaining orders. Access to the Carlsberg back-end platforms is provided via a secure mobile data network
Distribution(Supply Chain)
Service Management
Management &Group Functions
ProductionWarehousing(Supply Chain)
Legacy
App.X App.
X App.
X App.
X App.
X App.
X App.
X
Middlewa
re
Middlewa
re
Middlewa
re
Middlewa
re
Middlewa
re
Middlewa
re
Middle ware
App.X App.
X App.
X App.
X App.
X App.
X App.X
Backend
Backend
Backend
Backend
Backend
Backend
Backend
Back end
BSP1*
SUP
REx
Agentry
MoBI Syclo SM
ECC CRM BOBJ
Mobility Landscape Transition
25
Cross Cutting Initiatives
Devices
Application
Middleware/ Platform
Backend
Infrastructure
Mobility Center of Excellence (MCoE)
Mobile Device Management
Mobility Strategy
Device Catalogue
Carlsberg App. Store
* Group Business Standardisation Programme running across Northern and Western Europe
Leverage the SMP platform as much as possible
1. Choose COTS* apps for SMP in new mobile initiatives
2. Stay standard solution
• Deviations from standard COTS solution should be minimized
• Deviations should have a clear business case
3. Create customized apps for the SMP if there is a Business Case
4. Port apps to SMP if there is a business case
5. Lift the Backend
• Front end should be defined by backend and not vice versa
• Backend logic should not change as a consequence of front end logic
Comply or explain
B2E Western Europe – Strategic Mobility Principles
26
*COTS = Commercial of the shelf
1. Leverage economy of scales on mobile infrastructure
• E.g. by standardizing mobile devices to drive volumes, get better discounts and
establish a predictable device landscape
2. Improve transparency regarding cost
• a consolidated foundation provides better Transparency and Control in cost allocation
3. Decrease development cost by sharing applications and best practises
cross markets
• E.g. develop once deploy to many
4. Improve development time towards mobile devices
• Less integration effort, and multiple partner apps
5. Improve IT support and maintenance
• E.g. via centralization and standardization of support
6. Decrease cost
• towards maintenance of mobile devices, system landscapes and integrations
Why – the mobility project (IT Drivers)
27
Business objectives and Value drivers for the Mobility project
28
Strategic Objective
Mobile Workforce Processes · Organisation · Common Mobile IT Platform / Data
Business Intelligence & Analytics
Customer Insight & Best Practice Sharing
Value Drivers
Corporate synergies Customer experience Market growth
• Improve cross functional
coordination & flexibility
• Improve customer satisfaction
• Improve customer insight sharing
• Increase our customers‟ sales
• Improve service level
• Improve responsiveness to
customer needs and competitor
moves
• Increase sales per visit and in total
• Improve return on campaigns
• Reduce customer stock-outs
• Reduce equipment break-downs
Increase efficiency and effectiveness of Carlsberg’s Field Forces through use of shared and innovative mobile solution
Workforce efficiency
• Reduce administration cost, less
duplication of work and errors
• Increase customer facing time
• Increase payment & cash flow
• Improve inventory turnover
• Increase visits per day
Retail Execution - implementation & expected benefits…
29
• Part of a lager Global Programme with limited room for manoeuvring
• Many senior stakeholders and high expectations to be meet – no room for failure
• Not apply additional logic in the client layer, but apply standard processes
• Stay as close to standard as possible
• One fits all approach – only deploying what is needed per market
• Co-innovation is the main contributor to the high fit to our industry needs
• Performance issues still not solved
• iOS is our biggest challenge as legacy applications is not supported
Implemen-
tation
• True CRM – one integrated solution across front and back office functions
• Increase Customer experience
• Market growth by focusing on customer performance to a larger extend than
possible today
• Workforce efficiency
• Cost efficient and stable solution
Expected
benefits
Lessons learned
30
• The Mobility space is hyped! • Holistic view on mobile needs in the Enterprise:
• All mobile capabilities
• B2B, B2E & B2C
• Portfolio perspective in terms of: • Assets consolidation, re-use
• Processes & Governance
• Best practices
• Resources (Development, Support & Maintenance)
Enterprise
Perspective
• Massive challenge to coordinate activities with SAP, delivery partners and internal
stakeholders
• Co-innovation is needed to bridge FMGC knowledge with process, especially in UI
design and functional usability
• Being pragmatic helps - What was agreed to be delivered was delivered but
further co-innovation is needed to meet all our requirements
• Future roadmap needs to be disclosed, especially on device
Program
Perspective
Q&A
Thank You!
Chris Wiesen Solution Manager - Retail Execution & Direct Store Delivery
Director of Mobile Applications
Consumer Products Industry Business Unit
chris.wiesen@sap.com
+1 (317) 658-3611
Amit Khanna Product Manager – Retail Execution
Director of Product Management
Mobile Application Unit
ami.khanna@sap.com
+1-201-687-6100
For additional information:
Closing and Q&A
Participate in today’s TweetChat about wholesale distribution
#MobileInsights
SAP Mobile Insights Webcast Series
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March 20th – Introducing SAP Mobile Documents
Enterprise-Grade Secure Mobile Content and Document Management
Mobile Sense Thought Leadership Series (webcasts & white papers):
http://fm.sap.com/mobilesense
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