enterprise mobility is transforming sales execution in the consumer products industry

SAP Retail Execution Mobile Application

featuring CARLSBERG

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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


Agenda

• Retail Execution Overview

• Retail Execution Key Features

• Customer Case Study: Carlsberg

• Q&A


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…


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


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


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


Agenda




• Q&A


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.


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


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

Print

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


SAP CRM Retail Execution Device Support


Agenda




• 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

[email protected]

+1 (317) 658-3611

Amit Khanna Product Manager – Retail Execution

Director of Product Management

Mobile Application Unit

[email protected]

+1-201-687-6100

For additional information:

mailto:[email protected]



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