Implementing a Mobile Sales Force Solution
Nadir Belarbi
CIO L’Oreal Canada
Toronto Mobile Enterprise Conference - October 6th, 2015
Agenda
• About L’ORÉAL CANADA & GROUPE L’ORÉAL
• Context & Metropolis Project Objectives
• Metropolis Project Organization & Timeline
• The Features of the New Solution
• The Device Selection
• Technical Challenges
• Change Management, Support Process & Solution Deployment
• Takeaways
About L’ORÉAL CANADA
61 NATIONALITIES
$1 BILLION IN SALES
Top10 SUBSIDIARY
1200 EMPLOYEES
BRANDS
35 #1 COSMETICS COMPANY IN CANADA
Legacy
A pure player in beauty for
105 years Created by Eugène Schueller in 1909
Our Identity
Beauty Eternal
Cultural
Universal
Infinitely diverse
Social
A permanent quest
Beauty is essential to humanity
OUR BUSINESS
LANCÔME
GIORGIO ARMANI
YVES SAINT LAURENT
BIOTHERM
KIEHL’S
RALPH LAUREN
SHU UEMURA
CACHAREL HELENA RUBINSTEIN
CLARISONIC
DIESEL
VIKTOR & ROLF
MAISON MARTIN MARGIELA
PALOMA PICASSO
GUY LAROCHE
URBAN DECAY
L’ORÉAL
LUXE
L’ORÉAL PARIS
GARNIER
MAYBELLINE NEW YORK
OMBRELLE
ESSIE
CONSUMER PRODUCTS
P.8
L’ORÉAL PROFESSIONNEL
KÉRASTASE
REDKEN
MATRIX
PUREOLOGY
SHU UEMURA ART OF HAIR
ESSIE PRO
PROFESSIONAL PRODUCTS
VICHY
LA ROCHE-POSAY
SKINCEUTICALS
ROGER&GALLET
ACTIVE COSMETICS
Brands & Cultural Backgrounds
Growth & Acquisitions
Examples of Acquisitions of Brands generating 50M Euros of Yearly Revenues.
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Revenues in Euros
IFRS standard since 2004
The World Leader in Beauty
* Estimations
BEIERSDORF* KAO CORP* L’ORÉAL UNILEVER* SHISEIDO* ESTÉE LAUDER*
AVON CHANEL*
28.88
20.7
20.08
9.98 8.38 7.64 6.73 6.16 5.87 5.33
PROCTER & GAMBLE*
JOHNSON & JOHNSON*
WWD BEAUTY BIZ RANKING AUGUST 2013 “BEAUTY’S TOP 100” 2012 sales in billion US DOLLARS
Groupe L’Oréal Operations
40 PLANTS
40,000 FINISHED PRODUCTS REFERENCES
21,000 EMPLOYEES
6.3
.
BILLION FINISHED PRODUCTS
10 FUNCTIONS
KEY FIGURES 2013
Worldwide Presence
3 worldwide centres and 5 regional hubs with 23 research centres
16 evaluation centres
49 scientific and technical regulatory departments
The New L’Oreal
25.1% NORTH AMERICA
35.1% WESTERN EUROPE
39.8% NEW MARKETS
WEIGHT OF NEW MARKETS
Project Metropolis
Growth through Change
Metropolis Project Objectives:
• Increase Sales Reps efficiencies
• Build a 360 view of the customer
• Replace legacy tools with a single solution
• Focus on business added-features vs supporting the solution
• Design a mobile solution with an enhanced user experience
Functional & Technical Requirements
• A Mobile Solution: Wireless & 3G/4G
• A Light weight Solution: Tablet
• Acceptable battery Autonomy: Sales Reps are on the road during the day
• Enhanced User Experience: Ease of use and flexibility
• Allow a VPN Access: Access corporate ressources
• Be a Productivity Tool: Able to run MS Office, Excel Macros
• A Secure Solution
Project Structure
• Agile Mode: Multiple iterative cycles
• Small Pilot Group of Sales Reps from different divisions
• Involvement of respective Regional Sales Directors
• Project Sponsor Lancôme National Sales Director
• Incremental development of the different solution features
• Exchanges with Salesforce, Microsoft & HP Canada
• Extensive technical tests in the field with the Sales Reps
• Strong focus on Training, Change management and Support
• Broad Project communication
Video
The Solution Structure
Three distinct components and Three Decisions
• The sales reps solution (Application)
• The Device (Hardware including Communication features)
• The Device Operating System (OS)
Dashboard Access & messages
Micro-Rep Order Entry
BackBar & PureProgram PPD Loyalty Programs
Follow-up Order Follow-up
Rep Portal Document
Management
Companion CPD Order Proposals
CSS POS Reports
Sales Outlook Customer CRM
Customer Service
Act! 2013 Customer CRM Internal Sales
Daily Activity Log Surveys
Customer information
A 360 Customer View
Customer
Customer Service
Account Executive
Customer information centralisation Access to SAP Information (invoices, orders, etc.) Collaboration / communication (between account executives, head office, customer service, etc.)
Case management Customer Information Visibility Collaboration / communication Integration with 8x8
Fully-branded public or private communities that connect members directly with each other & with relevant content, data and business processes
Solution Features
Customer
•Information
•Territory mgt
Visits
•Task lists
•Calendars
•Surveys
•Store event mgt
•Routing
•History
Orders
•Regular
•Promo
•Credit
•Returns
•No Charge
•Budget controls
•Loyalties program
•History
Document Mgt
•File sharing
Live communication
•AE
•Regionals
•Head office
•Customer Service
Reporting
•Sales obj.
•Dashboards
•Reports
Customer 360° view
Project Challenges
• OS: Ease of use and Win 7 vs Win 8
• Battery life challenges with an earlier tablet model
• Office 365 limitations: Excel Macros
• Ability to use other corporate applications pnly running on Windows.
• 3G and other wireless connectivity reception issues
• Training & Change Management for a sales rep force on the move
The Hardware Device
Selection criteria:
• Size & Shape (dimensions, weight, etc.)
• Battery life
• Screen resolution
• Overall performance
• 3G and other wireless connectivity
• Connection to an External Display (accessory)
• Open to Bluetooth keyboard and mouse (accessories)
Devices Tests
HP ElitePad 1000 G2
• Windows 8.1, 3G/LTE
• Productivity jacket or POS jacket
• Docking station
• Microsoft portable keyboard and mouse
• Portable screen
Pros
• Windows based device – easy to adapt to.
• WiFi and 3G/LTE integrated
• Compatible with all corporate applications
• Centralized management (GPO, SCCM, etc.)
Cons
• Short battery life
• Small screen size and small screen resolution
• On-screen keyboard is usable only in portrait mode
(vertical position of the screen)
• Windows 8.1 user interface (Modern) is confusing
(frequent switch from Modern to Desktop mode is
annoying)
Devices Tests
iPAD Air
• iOS 7, 3G/LTE, WiFi, 64 GB
• Protection jacket
Pros
• Very good battery autonomy.
• WIFI and 3G/LTE integrated
• Comprehensive interface
• Better on-screen keyboard
Cons
• No internal storage – needs Cloud integration
• Small screen size
• On-screen keyboard is usable only in portrait mode (vertical
position of the screen)
• O365 requires corporate subscription and it this some significant
limitations (no macros, f. ex.)
• Very complex integration with corporate services: files access,
Intranet portals (flash), SSO, etc.
Selected Device
HP Elitepad 900 G2:
• Windows 7, MS Office 2010, 3G/LTE capable
• Touch screen, non removable.
Optional: • Productivity jacket or POS jacket • Docking station • Portable screen • Microsoft portable keyboard and mouse
Wireless Test Areas
Saint-Jérôme (60 km from Montréal area)
Toronto
Montréal
All locations had LTE and Public Wifi coverage
Main Technical Challenge
Wireless 3G / 4G – LTE connectivity: • Loss of session and connectivity (Micro Wireless Failures with HTTPS
Sessions) • In Rimouski, Qc / Fort McMurray, Alberta / Aurora, Ontario /
Belleville, Ontario but also Metropolitan Areas (Montreal, Toronto, Vancouver)
• Public WIFI: • Bandwidth availability can fluctuate depending on the WIFI use.
Mitigation: • Salesforce One Off-line limitations (Read-Only) • This lead to the development of a customized Off-line module using
the SalesForce API (OSF Global Services)
In the Field: WIFI Challenges
Public WIFI: The Internet access through publically available WiFi Hot spots does not provide a reliable data link: the speed of the connection is usually GOOD, but the access drops frequently. In some cases, the WiFi signal coverage drops inside of salons/beauty shops. Sometimes, even if the signal strength is high, the laptop can not establish an Internet connection due to high concurrent bandwidth usage or local gateway’s throughput problems.
In the Field: 3G / LTE Challenges
Built-in 3G/LTE network: The Internet access through integrated 3G/LTE network interface has the similar problems: the speed of the connection is usually Low/Medium inside of buildings, but the connectivity is more stable than Public WiFi. The speed of the connection is good enough when LTE service is available (usually in city centers or big Shopping centers). Though, the connection can switch to 3G at any time resulting the slow unreliable Internet access. Also, the LTE coverage in Canada is very limited and usually only available in big cities.
In the Field: Netmotion/Telus
Netmotion VPN: We also tried to explore “Netmotion” VPN solution. Netmotion allows to mask the data link connectivity issues (connection drops, etc.) by hiding the link errors from the application level and passing the traffic via VPN: application (WEB browser for example) still “think” that it is always connected to the destination server, because the link is established through local proxy service, controlled by Netmotion app. The solution works very well, but has a significant limitation: it’s impossible to establish a second VPN connection inside of Netmotion VPN. So it’s impossible to connect to our Corporate VPN and use Netmotion at the same time.
Change Management, Support & Deployment
• Training and deployment were done at the same time
• Reps received their new tablets a few days before the training to
transfer their data with the Help Desk assistance
• Reps were trained during 2 days on their new tablets and left the training operating the new solution
• Training sessions were held in major Canadian cities and in sync with Reps events (meetings, gatherings, etc.)
• Support relies of the chain of Key Users, Help Desk (leve 1), Advanced Functional Support (Level 2) and Outsourced Dev.
Takeaways
• For a mobile use, don’t only rely on an online-use. Have an Off-line
mode as a plan B.
• Don’t assume that your users will use a device because it’s the best of bread one: Do an extensive pilot and survey the users.
• Plan for the right support and change management depending on your users tech maturity.
• Wireless use is battery consuming: plan your device selection accordingly.
• Test, Test and Test Again: Your solution should endure the field complexities and drawbacks.
Qu
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