There are many technological advances to reinvent retail and they can be surprisingly cost-efficient. From intelligent and engaging video content on in-store screens, to a customer journey crossing social and mobile touch points. All these innovations can help to merge online with offline and are adaptable to brands of any size and commerce maturity but the main question is: How do you benchmark your business and stay ahead of the competition? In this live event we discussed the retail industry trends and IBM’s proposition for a strong ROI with hybris SAP Commerce. AGENDA: 1. Retail Industry Trends 2. IBM’s proposition for retail using hybris SAP commerce 3. hybris Express

1. How Brands Get the Strongest ROI from
their Commerce Investments

2. Executive Summary
AGENDA:
1. Retail Industry Trends
2. IBM’s proposition for retail using hybris SAP commerce
Alexis Andreieff - SAP Sales Director
Tero Angeria- Digital Sales Leader –
Distribution sector

3. Retail Industry Trends

4. In this year’s OmCI study
IBM has tested the capabilities
of almost 200 retailers in 12 segments
across Europe.
10,000 Datapoints tested
198 Retailers analyzed
51 Omnichannel criteria covered
12 Countries included
12 Retail segments covered
The study used the mystery shopping
approach to reflect a real customer
experience using 51 quantitative and
qualitative testing criteria

5. Main findings – Order management
% of retailers Leading Retailers
• IKEA
• Marc O’Polo
• Schuh
Leading SegmentsCapabilities
Furniture
Electronics
DIY
Show concrete delivery date on the
web portal
Inform their customers in the online shop
about the product availability in store
Provide information on product availability
for online orders
Provide the order status on the web portal 89%
78%
43%
28%
Only 6% of retailers provide precise in-stock
figures for their stores whereas 78% provide
information on product availability for online
orders

6. % of retailers Leading Retailers
• Apple UK
• Boulanger
• IKEA
Leading SegmentsCapabilities
Telco Electronics
Furniture
Provide in-store services via smartphones
(e.g. store maps)
Offer innovative payment devices and
methods like self-scanning or mobile wallets
Allow the customer to compare products
based on self-defined criteria
Provide additional product information
through digital technology (e.g. digital
kiosk, QR codes, magic mirrors)
Order from an extended online
assortment in the store (Longtail) 63%
40%
26%
20%
17%
Retailers have started to enrich the store experience with
digital services. Ordering in-store from an extended online
assortment is becoming standard
Main findings – Digital in store

7. Main findings – Data and predictive analytics
% of retailers Leading Retailers
• Etam
• House of Fraser
• Schuh
• TopShop
Leading SegmentsCapabilities
Telco Drugstore
Department
Store
Toys
Have a 360° view on their customers purchase
and interaction history in their call center
Interact with their customers near-time on
Facebook (<30min)
Remind their customers of abandoned
shopping carts in the online shop
Offer a service chat to provide customer
support in the online shop
Target their customers with personalized
recommendations 43%
24%
16%
9%
8%
Today personalized recommendations are primarily based
on browsing behaviour. Only few retailers have a full 360°
view of their customers.

8. What’s next? Innovations in retail
3D printing
Will be used by
retailers to customize
products such as shoes,
jewelry, home appliances,
etc.
Affective Computing
Human affects are
recognized,
interpreted, and simulated –
insight will be used for store
and online offerings.
Hologram technology
In-store 3D interaction or
configuration of products for
better product experience.
Products can be
experienced while a retailer
does not have to stock the
entire assortment.
Wearables
Customers will use
wearables such as smart
glasses to navigate
in store, receive additional
product information &
offers.

9. IBM’s proposition for retail using hybris
SAP commerce

10. OMNI CHANNEL CUSTOMER
ENGAGEMENT AND COMMERCE
IS STRATEGIC
FOR ENTREPRISES
THIS IS STRATEGIC

11. NEW REALITY TO MEET CHANGING CONSUMER BEHAVIOR
Retailers must drive a seamless customer experience
across channels throughout the entire buying
experience awareness to advocacy.
CONSUMERS
KNOW BRANDS
NOT CHANNELS
Need to enable
consistent
communications
across channels
PURCHASE
PATH
NOT LINEAR
EXPECTATIONS
WILL KEEP RISING
CONTEXTUAL
CONSUMER
INTERACTION
IS CRUCIAL
Hyper-connected
consumers have rising
expectations for
frictionless shopping
Increasing need to address
lifestyle choices and
preferences through
flexible and tailored
shopping options to build
loyalty
Mobile adoption has
shifted the consumer
journey. The transition
across devices should
be seamless

12. Omni-Commerce from a Customer point of view is to experience a continous, contextual, and frictionless
experience with a brand.
Omnichannel from the customers’ point of view is to experience a
CONTINUOUS, CONTEXTUAL, AND FRICTIONLESS experience
with the brands they choose to engage with.

13. SHOP &
BUY
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
DISCOVER
NEED
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
BUY
RECEIVE
PACKAGE
MISSING
ITEM
POST
REVIEW
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
NETWORK
ISSUE
CHANGE
ADDRESS
RESTART
SERVICE
RECEIVE
OFFER
REFER
FRIENDS
SHORT
LIST
AWARENESS
DISCOVERY
CONSIDERATION
ACTION
ACTION
ADVOCACY
ADVOCACY
CONSIDERATION
USE
INTEREST
USE
EACH CUSTOMER
SCRIPTS THEIR OWN JOURNEY
WEB
PRINT
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
RETAIL
STORE
WEB
SHOP
REVIEWS
CONTACT
CENTER
WEB
SHOP
EMAIL
SOCIAL
RETAIL
STORE
WEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
EMAIL
SEARCH
KW/ADS
WEB
SHOP
WEB
TV
BRANDED
COMMUNITY
SUPPORT
PORTAL
SUPPORT
PORTAL
RETAIL
STORE
CONTACT
CENTER

14. SHOP &
BUY
SHOP &
BUYSHOP &
BUY
SETUP
PHONE
BILLING
ISSUE SERVICE REFER
FRIENDS
MANY JOURNEYS.

15. SHOP &
BUYSHOP &
BUY
INFINITE POSSIBILITIES.

16. EVERY JOURNEY IS UNIQUE
Retailers must craft strategies to address expectations
at every point along their unique paths.

17. TOP 3 ORGANIZATIONAL INHIBITORS TO OMNICHANNEL
Source: RSR Research, June 2013
don’t have a single view of
customers across channels
inventory & order management
are not integrated across
channels
store systems are too difficult to
change and adapt to
cross-channel strategies
54% 42% 37%
Retailers need a single view of customers.
BUT more importantly, customers need a SINGLE view of the retailer.

18. Multiple channels causing data complexity
PLMWMS CRM Data
Pools
ERP
TVWeb POSMobile Social Print
Single view of Customers Single view of Products
Single view of Stock Single view of Orders
Single Source
of Truth
Single Source
of Truth
Call Center

19. .
Fastest growing commerce platform for a reason

20. Powering business results
40%
increase in
online sales
in total
21%
increased
average cart
size
40%
increased
site visits
20%
increased
conversion
rate
Source: hybris Customer Survey

21. IBM Hybris Express
Contact us today and win a FREE
workshop with IBM top consultants
Stefano Tranquilli
http://ibm.biz/Stranquilli
Stefano.tranquilli@ie.ibm.com
Julia Kozak
http://ibm.biz/J_kozak
Julia.kozak@ie.ibm.com

22. Thank you!