Avoiding the Me-too Corner By Ron Tolido San Francisco Oracle OpenWorld

1. AVOIDING THE ME-TOO CORNER
5 digital consumer relevancy scenarios. Powered by Oracle
San Francisco,

2. In the age of ‘Digital Transformation’ …
Avoiding the Me-Too Corner
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3. .. the Customer Experience changes the most …
Have you seen
I’ve read that our latest offer
on fresh lamb ?
pesticides were
found on some
organic veg !
Avoiding the Me-Too Corner
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4. … and avoiding a Me-Too position …
Avoiding the Me-Too Corner
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5. …in the midst of a quickly evolving customer base...
1. Techno-Shy Shoppers 2. Value Seekers 3. Occasional Online Shoppers
4. Rational Online Shoppers 5. Digital Shopaholics 6. Social Digital Shoppers
Source: Capgemini, Digital Shopper Relevancy, 2012
Avoiding the Me-Too Corner
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6. … and shifting demographics …
Avoiding the Me-Too Corner
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7. … requires understanding consumer relevancy ..
Ease of Access
Ease of Access Experience ?
Product
Experience ? ?
Product
?
?
Service Price
Service Price
Avoiding the Me-Too Corner
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8. … with digital channels adding crucial criteria …
Illustrative Access Experience Price Product Service
Easy to reach stores Friendly and clean Competitive pricing Wide and deep Customer Service
store assortment
Easy to navigate Compelling Complaints
No damaged Freshness/ Quality
Traditional stores
goods in store promotions handling /
Relevancy Maximum opening Availability return policy
Inspirational (no stock-outs)
Criteria for hours Atmosphere Loyalty program
Physical Channels
“Making it “All About “Lowering “Better “Whatever it
Easy for Your Your costs “ Stuff, Better takes for
You” Experience Life” You”
”
e-Commerce Inspirational Dynamic Pricing Wider and deeper Personalized offers
Additional (mobile, social, Content assortment
web) Location-based Technology-
Relevancy Community pricing Advanced /
enabled staff –
Criteria for visualized product
Flexible delivery- engagements Personalized support in-store
information and
Digital Channels options ( home, (share Pricing (usage) advice Interactive service
store-pick-up etc.) experiences)
Solution Pricing via social media
Mobile in-store Product
Social Shopping Price
Shopping support Comparison
Comparison
Avoiding the Me-Too Corner
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9. … articulating a balanced all-channel strategy …
Illustrative
Understand different shopper attributes Identify most relevant Understand your current position and
shopper segments digital performance
Distribution in country / market Digital Shopper Relevancy Your current positioning & objectives
Consumer Segments Consumer
Strategic objectives
relevancy attributes
1
Demographics • Move clients to the store.
Ease of Access
The Value-Seeker • Convey the proximity concept.
• Develop private label brand image.
Product
2 • Develop image of Fresh Products.
The Occasional
Online Shopper Price • Help clients to obtain savings.
Social
Consumer Relevancy Attributes 3 • Ease the buying process.
Media Service
The Rational Secondary • Enable new ways to redeem coupons.
Experience
Price
Service
Online Shopper segment
• Get closer to the to consumer habits.
Ease of Access Experience
• Develop global brand image.
Product 4
The Digital Key Your current digital performance
Customer Journey
Channel Behaviour & Preferences Shop-a-Holic segment Awareness Choose Transact Deliver After Sales
Enablers Level of Development
Global1 Global Global Global Global
Online Social Online R2C Next Day
Loyalty Card Returns
Networking Advice Delivery
5 Catalogue
Online C2C
Advice
Gift Card
Time Slot
Delivery
M–C Query/
Complaints
The Social Digital Key Direct
Promotion
Online Product
Visual
Social Network
Transact
Delivery
Location Flex
Shopper segment Online/ Mobile
Product Search
Online
Availability
Indicator
Contact Centre
Transact
Click n Collect
in store
Online
Mobile Delivery
comparison Kiosk Transact
Commerce Tracking
Management
Mobile Phone Service at
6
Contact Centre Mobile Transact
Marketing Delivery
In-store Digital In-store Device Above average / Best in class
Display Transact
The Techno-Shy Online Size
Guides
On average
Below average
Store Cross-
Selling Average = Best in class level
1) Global: Global standard level of development
Avoiding the Me-Too Corner
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10. … and then the mapping of digital capabilities …
Multi-channel Experience
Personalized Environment Social Media Integration
Security
Automated CRM – Insight &
eCommerce Marketing & Service
Decisioning Analytics
Integration and Orchestration
Oracle Common
ERP SCM ECM Finance
Retail BO Function
Avoiding the Me-Too Corner
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11. … on the right solution platform …
Multi-channel Experience
Personalized Environment
Social Media Integration
Security
Automated
eCommerce CRM – Marking & Service Insight & Analytics
Decisioning
Integration and Orchestration
Oracle Common
ERP SCM ECM Finance
Retail BO Function
Avoiding the Me-Too Corner
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12. … and creating the right roadmap …
Avoiding the Me-Too Corner
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13. … for accelerated implementation.
„No Requirements‟ App Rhythms Implementation Sprint
Avoiding the Me-Too Corner
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14. Find out more
Avoiding the Me-Too Corner
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15. About Capgemini
With around 120,000 people in 40 countries, Capgemini is one of
the world's foremost providers of consulting, technology and
outsourcing services. The Group reported 2011 global revenues
of EUR 9.7 billion.
Together with its clients, Capgemini creates and delivers
business and technology solutions that fit their needs and drive
the results they want. A deeply multicultural organization,
Capgemini has developed its own way of working, the
Collaborative Business Experience™, and draws on Rightshore®,
its worldwide delivery model.
www.capgemini.com
The information contained in this presentation is proprietary.
© 2012 Capgemini. All rights reserved.
Rightshore® is a trademark belonging to Capgemini.