Jenny Craig's Success with Siebel and Oracle Commerce

JENNY CRAIG'S SUCCESS WITH SIEBEL AND ORACLE COMMERCE

Eric Matson, IT Director of Enterprise Architecture – October 1, 2014

About Jenny Craig• 40 year-old Weight Management company• 500 company-owned and 150 franchise

Centers in the US, Canada, Australia, and New Zealand

• Owned by Nestle until late 2013, merged with Curves in 2014

• Implemented Siebel company-wide in 2010 (3,000+ users)

• Launched our eBusiness initiative in 2012

Core Application Stack (Before)

• Oracle Siebel 8.0.0.13• Oracle Business

Intelligence Enterprise Edition 10g

• Oracle Database 11g• Oracle Exadata

• Oracle JD Edwards 9.1• Oracle Incentive

Compensation• Informatica Power

Center 9.1

Challenges• Revenues from online sales were dismal• Competitors were far ahead in eBusiness

space – need to play “catch-up” to win• Our customers expect online and mobile

capability - we were not meeting expectations• Web profiles and Siebel CRM were not

integrated

Business Goals• Deliver 10x increase in revenue from eBusiness channel

by 2016• Target revenue sources: Memberships, Food and Product

Sales• Provide a “seamless” program experience for offline and

online members– Planning and Tracking of meals, activity, mindset, and weight

loss– Menu plan and a la carte ordering– Purchase Food Online or in-Center

• Provide Marketing with a 360°view of members

Approaches We Considered1. Continue to build out our existing, home

grown .net e-commerce site2. Add a low cost, off-the-shelf e-commerce

component such as Magento, Storefront, etc.3. Deploy Oracle Commerce (ATG) 10.1 with

personalization, segmentation, targeting, merchandising, and content management

Why we selected Oracle Commerce• Robust, best-of-breed components • Architected to support higher volume and

revenue growth• Business-enabling features (BCC)– content management– merchandising– customer service

• Powerful integration layer

cjfong

What other approaches/products were considered?

Core Application Stack (After)• Oracle Siebel 8.0.0.13• Oracle Business Intelligence Enterprise Edition 10g• Oracle Database 11g– Exadata

• Oracle JD Edwards World 9.1• Oracle Incentive Compensation• Informatica Power Center 9.1• Oracle ATG • Oracle eStara Click-to-Call, Click-to-Chat• Oracle Managed Cloud Services

cjfong

Changed this slide.

cjfong

I replaced "11g R2" with "Database"

System Context (New)

Design Goals• Leverage our existing Oracle and third-party

application stack• Maintain Siebel as master for Contact, Product,

Pricing, and Order• Administer once, deploy to all channels• Enable the business – limited IT involvement• Scale to support a $200M online business• Out-of-the-box, out-of-the-box, out-of-the box…

cjfong

What do you mean by "Center" master? I also added "Order" Master.

Our Line of Attack• Integrate Siebel and ATG, taking into account

– Data Center security requirements (OMCS)– Third party integrations– Siebel data mastering – Temporal data needs– Omni-channel usage– Maximum flexibility for eBusiness department around

promotions, pricing• Everything sent from ATG to Siebel using native Siebel web

services (SOAP).• Everything sent from Siebel to ATG using batch interfaces

Integration Map

Integration: Catalog

Integration: Contacts

Integration: Orders

ATG Siebel Data Integration Architecture

cjfong

ATG is misspelled as "ATC"

cjfong

Other possible points of discussion: a. What runtime transactions are returning to Siebel (Orders?) Do Orders flow to PSFT via Siebel?b. How are Siebel PriceLists and ATG Promotions complementary?c. What are the runtime integration touchpoints between Siebel and ATG?d. Performance? Hardware and Volume, Scalability? e. What order flows are handled? New? Recurring? Change? f. What roles are supported? Unassisted consumer, franchise, etc?

Siebel ATG Data Integration Architecture

New Metrics

cjfong

Maybe you can elaborate on the new "seamless" experience customers now have and highlight key new functionality and capabilities that's attributing to the benefits. Screenshots would be great here.

New Experience• > 90% of day-to-day changes can be made by

eBusiness team (in the BCC or Siebel)• New center member is automatically enrolled in

Website• Improved member experience: – New members purchasing online are recognized when

they walk into the Center – Existing members are recognized by website when they

register

• Marketing has a 360 view of all member activity!

cjfong

This is great! A few other items to consider if available:-Data on NPS, online conversion rate, time to market? -8,300 orders 7000 members – what % improvement? -Are these results what you expected? -Can you link back to the business goals?-Is it driving net new revenue or is any cannibalization occurring that you're aware of?

Lessons Learned• Make sure to have a solution architect with good understanding

of Siebel and ATG.• Use real-time or near-real-time interfaces whenever necessary

(batch processes create timing issues).• Oracle Managed Cloud Services provides many benefits but adds

a level of complexity to plan for.• Log ALL transactions at each potential break point.• Send more data than you think you need (both ways).• Picking one system (Siebel) as the master let us leverage our

existing systems and processes.• Siebel and ATG are highly complementary to each other in our

application stack.

What’s Next?• Order online, pick up in Center• Integrations for Attribution Modeling• New member referral program• Shared credit card tokenization• Integrated social media• Integrated weight loss journey, tools• MDM, Marketing, Loyalty…

Thank You!

Jenny Craig's Success with Siebel and Oracle Commerce

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