Retail Trends & (Future) Business Models for Personalized Marketing

(Future)(Business(Models(for(Personalized(Marketing

Jerry(J.(StamIBM(Global(Business(Services

Direction) MulticanalP.)2 1

TOPICS

! The(rules(of(the(game(they(are(changing

! Customer(centricity(for(real?

! How(to(operationalize(oneItoIone(

Omni@Marketing) :) Iteration) 1)– Consistency) 1 Scoping


Do(you(remember?


Retail(is(going(global(from(a(customers(perspective

• 75%)van)de)bedrijven waar Belgen via)de)webwinkelshoppen is)buitenlands.

• 52%)hiervan zijn puur buitenlandse bedrijven,) 23%)zijnbuitenlandse bedrijven met)een fysieke aanwezigheidin)België.

http://www.bloovi.be/nieuws/detail/belgen1shoppen1online1vooral1in1het1buitenland

• Het)onderzoek van)Ipsos toont bovendien aan datcross1border)shoppers)2)keer zoveel spenderen alsconsumenten die)enkel binnen de)landsgrenzen online)kopen.)


Forrester:('Internet(will(influence(most(purchases’


Scale(matters:(“With(more(than(6,500(stores,(Ahold(Delhaize(expects(to(have(the(scale(to(innovate”

Title)quote:)http://www.wsj.com/articles/ahold1delhaize1agree1291billion1merger11435125785


! Personalization(is(the(new(omnichannel

! It’s(all(about(the(experience

! Brick(is(the(new(black

! Redesigned(supply(chain

! Pervasive(application(of(technology

New(rules(of(the(game(for(your(company

Direction) Multicanal

#1)1 PERSONALIZATION)IS)THE)NEW)OMNICHANNEL


#2)1 IT�S)ALL)ABOUT)THE)EXPERIENCE


THE$LAST$BEST$EXPERIENCE$ANYONE$HAS$ANYWHERE$BECOMES$THE$MINIMUM$

EXPECTATION$FOR$THE$EXPERIENCE$THEY$WANT$EVERYWHERE


Financier(3i(boekt recordwinstmet(winkels Action


Waar moet Blokker Holding(beginnen met(dweilen?

9/21/15 ©)2015) IBM

De)jaarcijfers over)2014)liegen er dan ook niet om. De)operationele winst van)Blokker Holding) is)in)2014)met)53)

procent gedaald naar 65,3)miljoen euro.


#3)1 BRICK)IS)THE)NEW)BLACK


Macy’s(is(making(major(push(for(sameIday(delivery

http://www.planetretail.net/newsandinsight/article/144704?utm_source=email&utm_medium=email&utm_campaign=GlobalRetailNewsInsight&senddate=24002015


Alibaba’s $161M(SameIDay(Grocery(Delivery(Play

http://www.pymnts.com/news/2015/alibabas1161m1same1day1grocery1delivery1play/


Wehkamp start(met(same(day(delivery(in(heel(Nederland

http://twinklemagazine.nl/nieuws/2015/08/wehkamp1start1met1same1day1delivery1in1heel1nederland/index.xml


#4:)REDESIGNED)SUPPLY)CHAIN

Direction) MulticanalP.)20 1 25/8/15:)Facebook)– Marcel)van)Driel

Direction) MulticanalP.)21 1 14/8/15:)Albert)Heijn launches)AllerhandeBox

Direction) MulticanalP.)22 1 10/9/15:)ProductenAlbert)Heijn en)Hema verhandeld op)Taobao.com


#5:)PERVASIVE)APPLICATION)OF)TECHNOLOGY

Direction) MulticanalP.)25 1https://developers.bol.com/nieuws/openapi/nieuws/nieuwe1responsive1checkout/


Carrefour(pioneers(iBeacons in(Romania

http://www.itproportal.com/2015/07/22/carrefour1ibeacon1romani an1roll out/

Direction) MulticanalP.)27 1 Omni@Marketing) :) Iteration) 1)– Consistency) 1 Scoping

TOPICS





Miles(from(Athens,(Greeks(overseas(buy(groceries(for(family(back(home


A(shift(in(core(processes(is(required

Merchandising

InventoryManagement

Marketing

Design

Stores

Supply(Chain

Designing) for)the)brand/customer

Telling)the)product)story)across)multiple)channels/technologies

Buying)to)support)customer)demand(regardless) of)channel)

“Narrow1casting”

Fulfillment/systems)optimized)around) customer)demand

Customer/Brand) experience) center

eCommerce Powering/enabling) cross1channel)shopping) behavior

Traditional

OmniIchannel

From(functional(

expertise(and(efficiency

To(optimization(around(the(customer((


Implications

1. Retailers)will)need)to)become)increasingly)agile)

2. Know)the)customer)even)better

3. Build)solutions)that)exceed)expectations)without)denting)profit

4. Change)processes,)routines,)talent)mix)and)organizational)structures

Source:))Planet)retail)1 The)Retail)Business)Model)of)the)Future)


2:(Know(the(customer(even(better

http://www.waitrose.com/home/mywaitrose/pick1your1own.html


3:(Build(solutions(that(exceed(expectations

P.‹#›)1 29/09/2014


Impact(on(retail(business(models

Source:))Planet)retail)1 The)Retail)Business)Model)of)the)Future)

Direction) MulticanalP.)35 1 Omni@Marketing) :) Iteration) 1)– Consistency) 1 Scoping

TOPICS





IBM)CONFIDENTIAL

Omnichannel,(Engagement(&(Analytics(for(Customer(Centricity

1.(eCommerce(&(

OmniIChannel(

2.(Core(Retail(EA(

SAP(/(Oracle(/(Microsoft

5.(Retail(Back(Office

(AMS(&(GPS)

3.(Consumer(

Engagement((

4.(B2E(Apple(+(Mobile 6.(E2E(Analytics


The(IBM(Commerce(for(digital(retail(business

Market

Fulfill

SellKnow

Engage Campaign Interact

Support Deliver Order

CustomerAction

SegmentInsight

InspireOffer

Commerce

• Marketing) Cloud) – (Silverpop) Engage)• Marketing) Software) )1 Campaign,) Mktg)Operations,) Optimization,) Interact,) Distributed) Mktg)(Unica)• NEW!)Jouerney) Designer/Analytics,) Customer) Data) Exchange• Mobile) Customer) Engagement) – Mobile) Push) Notifications,) Mobile) Web)Push) (Xtify)

• B2C)Commerce) – (Websphere) Commerce)) )• Omn1Channel) Merchandising) – Shopper)Insights,) Price)&)Promotions) etc) (DemandTec)• Payments) Management) 1 (Payment) Gateway)

• Mobile) Apps) 1 eg)Sales) Assistant• Product) Information) Mgmt)(Infosphere) PIM)• Presence) Zones

• Order) Mgmt)– (Sterling)• Store) Inventory) Mgmt) &)WMS)1 (Sterling)• Call)Center) for)Commerce) – (Sterling)• Procurement) – Contract) Mgmt,) Supplier) LCM,)Sourcing) (Emptoris)

• Mobile) Apps) – eg)Pick)&)Pack

• Digital)Analytics,) Prod Recomms (Coremetrics)) )• Customer Experience Management) )(Tealeaf)

• Social) Media) Analytics (Cognos)• Predictive Customer Intelligence (Cognos,SPSS)• Next Best) Action) /)Action) Clusters)• Engagement Advisor (Watson)• Watson) Analytics (Watson)

• Customer) Master) Data) (Infosphere) MDM)• Customer) Datawarehouse) (DB2,)Cognos)


Sterling(DistributedOrder(Management

•Order&promise&including&single&view&of&order&history,&fulfillment&status&and&single&order&repository&with&omni9channel&order&capture

• Provide&consistent&inventory&visibility&with&real9time&inventory&changes,&reducing&supply&chain&costs&by&optimizing&and&coordinating&global&inventory&across&sites&and&enterprises&

•Maintain&and&enforce&consistent&pricing&and&promotion&rules


IBM)CONFIDENTIAL


1.(eCommerce(&(

OmniIChannel(

2.(Core(Retail(EA(



(AMS(&(GPS)

3.(Consumer(

Engagement((



Omni@Marketingproject(I Program(objectives

1. Progressively)provide)a)better(customer(experience(thanks)to)a)better(integration(of(digital(channels(

2. Build)consistent)endItoIend(marketing(processes(shared(by(all(business(units

3. Guarantee)transparency(and(operational(efficiency((budgets,)results)

4. Industrialize)and)improve)productivity

5. Enable)marketing)teams)to(be(« marketers » again


The(program(objective

8

7

6

5

43

2

1

Data)integration) &)transformation

Coordinated) Customer)Strategy

Marketing)performance)optimization

Optimized)Client)engagement

Customer)decisioningOptimized)Mkg processes)&)KPIs

Customer)analytics

Marketing)measurement

Create)CentralizedMarketingStrategy,Data)&

Processes

EquipMarketersWith

ActionableAnalyticsInsights

Optimize)ConsumerContact)Strategies

The(marketing(engagement( iterative(process


Customer(Dialogue(in(IKEA


Technology(Framework(– Customer(Dialogue(Solution

Cross(Channel(Campaign(Management

IBM)CampaignEnable)marketing)program)management) and)marketing)process)automation.)Deliver)personalized,)relevant)marketing)messages)across)all)touch)points

IBM)Marketing)CloudEngage)customers)and)prospects)with)timely,)personalized)outbound)digital)messages.)

Member(Applications(&(Information(Foundation

IBM)Portal)/)CommerceDeliver customized,)differentiated multi1channel web experiences via)a)single)access point to)web content and)applications.)e.g.)Registration,)

DB2)Dash DB)databaseDB2)Dash DB) is)optimized to)deliverindustry1Leading performance acrossmultiple workloads,)while loweringadministration,)storage,)development and)server costs.

Advanced(Analytics(and(Reporting

SPSSIBM)SPSS)Predictive)Analytics)provides)market)leading) data)collection,)statistics,)predictive)modeling) without)programming

Cognos)BICognos)BI)brings)reporting,)analysis,)modeling,)planning) and)collaboration)together)for)smarter)decision)making)and)better)business)outcomes.


IBM)CONFIDENTIAL


1.(eCommerce(&(

OmniIChannel(

2.(Core(Retail(EA(



(AMS(&(GPS)

3.(Consumer(

Engagement((



TRADITIONAL( APPROACH BIG(DATA(APPROACH

Analyzedinformation

All) available)information

All) available)informationanalyzed

More(data(being(used(&(Reduced(effort(to(realize(value

Small)amount)of)carefully)organized)information

Large)amount)of)messy)

information


Understands natural language and human style communication

Adapts and learns from training, interaction, and outcomes

Generates and evaluates evidence-based hypothesis

1 2

3

Watson understands me.Watson engages me. Watson learns and improves over time.Watson helps me discover.Watson establishes trust.Watson has endless capacity for insight.Watson operates in a timely fashion.

Watson(is(a(cognitive(computing(solution(that(interacts(by(using(natural(language(to(generate(outcomes


Watson(Freemium(– Watson(Analytics

©)2015) International) Business) Machines) Corporation 48

• Watson)Analytics)reads)your)data)and)thenallows)you)to)ask)questions)of)that)data)in)plain)English

• Watson)Analytics)automatically)does)the)hard)mathematics)to)show)you)the)most)relevant)facts,)patterns)and)relationships.

• See)not)only)what)is)likely)to)happen)but)also)what)you)can)do)about)it.


• ERP,)business1critical)in1house)apps,)pre1web)patterns• Slow)change,)risk)mitigation,) vertical)scalability,)strong)SLAs,)ITIL1style)management,) regulated) industries

• Web,)mobile,)social,)media,)customer)analytics• Faster)time1to1market,) frequent)change,)agile,)DevOps,)API1driven)automation

Systems(of(record

Systems(of(engagementCloud(

Enablement

CloudIntegration

Cloud(is(relevant


IBM)&)SMA)@)NRF2015) :)• Our)delegation at)NRF)Expo)&)Convention• New)York)Store)Tour) (best)rating!)• Networking)and)best)practices)sharing

• VIP)moments• Sharing)same hotel

• Combined with Dutch)attendance• Blokker,)Carrefour,)Colruyt,)Cora,)Hema,)Hunkemöller,)Jumbo,)Makro,)Meno,)Rituals,)…

NRF2016:• Understand who from your company could participate• Contact)[email protected]


[email protected]

http://nl.linkedin.com/in/jerrystam

@ibm_retail_nl

www.ibm.com/retail

+31I(0)651285639

Thank You

Retail Trends & (Future) Business Models for Personalized Marketing

Retail

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