Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
1 
Copyright 2014 FUJITSU 
Human Centric 
Innovation 
Fujitsu Forum 2014 
ICM Munich 19th – 20th November
2 
Copyright 2014 FUJITSU 
Omni-Channel Shopping - responding to the new customer journey 
Richard Clarke 
Vice President,...
3 
Copyright 2014 FUJITSU 
Agenda 
Fujitsu in Retail – at a glance 
Retailing Today 
PAC – Omni-Channel Research Findin...
4 
Copyright 2014 FUJITSU 
Fujitsu in Retail – at a glance 
Revenue 
$1.7bn 
Solutions 
Retail R&D/Innovation 
>$45m 
Year...
5 Copyright 2014 FUJITSU 
Who we work with globally 
EMEA Japan & Asia Americas 
Oceania
6 
Copyright 2014 FUJITSU 
Our Messages Today
7 
Copyright 2014 FUJITSU 
1.“It’s shopping Jim but not as we know it!” 
DemandGenerationDemandGenerationChannelChoicePlan...
8 
Copyright 2014 FUJITSU 
2.New PAC Omni-Channel Research Findings 
“Having an omni-channel strategy is a priority but pr...
9 Copyright 2014 FUJITSU 
Finance 
Merchandise 
HR 
CRM 
Analytics 
Loyalty 
Order Management 
Inventory 
 Payment 
 Tax...
10 
Copyright 2014 FUJITSU 
Retailing Today
11 
Copyright 2014 FUJITSU 
Retail is evolving fast … 
Yesterday 
Today 
Tomorrow 
Convenience Store 
Superstore 
Catalogu...
12 Copyright 2014 FUJITSU 
…and retailers are facing some key challenges 
Channel 
Convergence 
Competing 
with Amazon Mob...
13 
Copyright 2014 FUJITSU 
Omni-channel is the new paradigm… 
Shopping across Channels 
Order Management 
New Customer Se...
14 
Copyright 2014 FUJITSU 
Omni-Channel Research Findings
© PAC 
PAC Omni-Channel Survey in Germany 
● German retailers (50+ employees) – 99 
decision-makers 
● Food and non-food r...
© PAC 
Focus Questions 
●Sales channels – today and in the future? 
●Business applications – used today, being built or in...
© PAC 
Physical outlets are and will remain the most important interface with the customer 
●Physical outlet will remain a...
© PAC 
Digital will grow but will need to connect to the physical world 
●Online AND offline channels will both grow in im...
© PAC 
19 
19.11.2014 
“Over the next two years the relevance of a consistent blending of the different sales channels (om...
© PAC 
20 
19.11.2014 
“In your company, who is the main driving force behind the topic of omni-channel commerce?” 
Boardr...
© PAC 
21 
19.11.2014 
Developing a long-term omni-channel strategy is not easy 
Process and Organizational Change 
(70%) ...
© PAC 
22 
19.11.2014 
75% of retailers will invest in omni-channel IT in the next five years 
“Is your company planning I...
23 © PAC 19.11.2014 
What are your investment plans? 
● IT solutions supporting 
the integration of sales 
channels are th...
© PAC 
Most retailers see big opportunities in Big Data solutions 
19.11.2014 
24 
“The use of big-data and in-memory tech...
© PAC 
Summary of Research Findings 
●Physical and digital channels are blending, fast 
●Physical store will remain the ‘h...
26 
Copyright 2014 FUJITSU 
Fujitsu’s Response
27 
Copyright 2014 FUJITSU 
Fujitsu’s Response 
Journey Mapping 
Central Selling Engine 
Insight Central 
Process Integrat...
28 
Copyright 2014 FUJITSU 
Fujitsu’s Response 
•Fujitsu mapping 
•Customer and colleague experience 
•‘Pain Points’ and ‘...
29 
Copyright 2014 FUJITSU 
1.Journey Mapping 
Typical Journey 
Customer Need 
Current Experience 
Solutions 
New Experien...
30 
Copyright 2014 FUJITSU 
2. Central Selling Engine – FUJITSU Market Place 
Fujitsu's retail heritage, global reach and ...
31 
Copyright 2014 FUJITSU 
FUJITSU Market Place – Click & Collect 
Try fit in store and decide to return one online pair ...
32 
Copyright 2014 FUJITSU 
FUJITSU Market Place – Save the Sale 
Pickup shoes, whilst waiting spot great dress on offer 
...
33 Copyright 2014 FUJITSU 
3. Insight Central 
 ‘Centralising’ data from multiple channels and structured/unstructured so...
34 
Copyright 2014 FUJITSU 
Customer Behaviour Analytics 
Fujitsu’s ‘Line of Sight’ Analytics Solution 
•Visualisation of ...
35 
Copyright 2014 FUJITSU 
4.Process Integration 
Transaction Handling 
Stock Handling 
Customer Service 
Performance Man...
36 
Copyright 2014 FUJITSU 
5.Store Experience 
Today 
Tomorrow 
Integrated customer experience
37 Copyright 2014 FUJITSU 
6. Retailing as a Service 
Fujitsu Assets and Capabilities 
• 5 Service Desks (29 languages) 
•...
38 Copyright 2014 FUJITSU 
Finance 
Merchandise 
HR 
CRM 
Analytics 
Loyalty 
Order Management 
Inventory 
 Payment 
 Ta...
39 
Copyright 2014 FUJITSU 
Key Messages 
Omni-Channel - “It’s shopping Jim but not as we know it!” 
“Omni-channel is a ...
40 
Copyright 2014 FUJITSU 
Dr. Katrin Schleife Senior Analyst – Retail & Cloud Computing +49 (0)30 28 52 96 20 k.schleife...
41 
Copyright 2014 FUJITSU
Nächste SlideShare
Wird geladen in …5
×

Omni-Channel Shopping - responding to the new customer journey

2.576 Aufrufe

Veröffentlicht am

Speakers:

Mr. Richard Clarke (Fujitsu International Business)

Mrs. Dr Katrin Schleife (Pierre Audoin Consultants (PAC))

Veröffentlicht in: Technologie

Omni-Channel Shopping - responding to the new customer journey

  1. 1. 1 Copyright 2014 FUJITSU Human Centric Innovation Fujitsu Forum 2014 ICM Munich 19th – 20th November
  2. 2. 2 Copyright 2014 FUJITSU Omni-Channel Shopping - responding to the new customer journey Richard Clarke Vice President, Global Retail Senior Analyst, Pierre Audoin Consultants (PAC) Dr Katrin Schleife
  3. 3. 3 Copyright 2014 FUJITSU Agenda Fujitsu in Retail – at a glance Retailing Today PAC – Omni-Channel Research Findings Fujitsu’s Response Key Messages
  4. 4. 4 Copyright 2014 FUJITSU Fujitsu in Retail – at a glance Revenue $1.7bn Solutions Retail R&D/Innovation >$45m Years >30 Global Retail Team 8,000 Countries 52 Analytics Omni-channel Self Service ICT Services Customers >500 PoS
  5. 5. 5 Copyright 2014 FUJITSU Who we work with globally EMEA Japan & Asia Americas Oceania
  6. 6. 6 Copyright 2014 FUJITSU Our Messages Today
  7. 7. 7 Copyright 2014 FUJITSU 1.“It’s shopping Jim but not as we know it!” DemandGenerationDemandGenerationChannelChoicePlan & NavigateBrowse& SearchService & SupportShop & Transact RemarketRemarketSocial ConnectionOn Line ShoppingOrder/Fulfilment Mobile ServicesIn Store ServicesPayment ChoiceClientelingLocation-based Advertising
  8. 8. 8 Copyright 2014 FUJITSU 2.New PAC Omni-Channel Research Findings “Having an omni-channel strategy is a priority but process and organisation are big constraints” Retailer Survey June 2014
  9. 9. 9 Copyright 2014 FUJITSU Finance Merchandise HR CRM Analytics Loyalty Order Management Inventory  Payment  Tax  Product Info  Delivery  Social Cloud Services e-Commerce platform STORES MOBILE ON LINE  Multi-channel Sales  Enterprise Returns  Orders  Pickups  Customer Details Point of Service  Store Back Office  Reports  Data Maintenance  Communications  Returns  Electronic Journal  Pricing/Promo Stores Management Basket processing Transaction Repository Payments Cross-Channel Services Pricing Promotions FUJITSU Market Place Customer Experience BOMETRICS DIGITAL MEDIA WEARABLES Mobile Solutions Store PoS Digital Solutions SELs BEACONS/WI-FI PAYMENTS KIOSKS HOME TV/IOT/M2M TV Retailing RETAILER MANUFACTURER User Data Business Process Management Business Intelligence Key Fujitsu Solutions Fujitsu Prototype Partner Enterprise IT Selling Platform ICT Services Enterprise IT 3. Fujitsu’s New Omni-Channel Retail Ecosystem
  10. 10. 10 Copyright 2014 FUJITSU Retailing Today
  11. 11. 11 Copyright 2014 FUJITSU Retail is evolving fast … Yesterday Today Tomorrow Convenience Store Superstore Catalogue Mail Order Online Mobile Home Delivery Click & Collect Crowd Sourcing 1:1 Engagement My Services Local Logistics Social Retailing
  12. 12. 12 Copyright 2014 FUJITSU …and retailers are facing some key challenges Channel Convergence Competing with Amazon Mobile Personal Standard Omni- Channel
  13. 13. 13 Copyright 2014 FUJITSU Omni-channel is the new paradigm… Shopping across Channels Order Management New Customer Services …but it is not so clear how you deliver it!
  14. 14. 14 Copyright 2014 FUJITSU Omni-Channel Research Findings
  15. 15. © PAC PAC Omni-Channel Survey in Germany ● German retailers (50+ employees) – 99 decision-makers ● Food and non-food retailers ● Marketing, sales, e-commerce and general management ● Only companies who already use at least two sales channels (including at least one digital channel) or for whom the significance of the second sales channel will increase ● CATI (telephone) survey took place between May and June 2014 2% 13% 30% 15% 15% 24% 1 2 to 5 6 to 10 11 to 20 21 to 50 50 and more Composition of sample by number of outlets in Germany © PAC 2014 Shares in percent of companies, n = 99 15 19.11.2014
  16. 16. © PAC Focus Questions ●Sales channels – today and in the future? ●Business applications – used today, being built or investment planned? ●Channel convergence – how consistent are you? ●Omni-channel strategies – what are they and who is driving them forward? ●Strategic challenges and enablers – what is holding you back and pushing you forward? ●What do you need your ICT providers to do? 16 19.11.2014
  17. 17. © PAC Physical outlets are and will remain the most important interface with the customer ●Physical outlet will remain at the center of the shopping process ●Growing role as a ‘showroom’ or a place for ‘shipping or collecting’ goods ordered online 17 19.11.2014 The physical store will continue to be the most important sales channel for us in the long run! 94% of outlet-based retailers surveyed agree completely, mainly or partly. (n = 96)
  18. 18. © PAC Digital will grow but will need to connect to the physical world ●Online AND offline channels will both grow in importance ●Retailers will have to expand their digital sales channels and combine the strengths of physical and digital worlds 18 19.11.2014 The expansion of digital sales channels has top priority for our company over the next two years! 85% of retailers surveyed agree fully, largely or partly. (n = 99)
  19. 19. © PAC 19 19.11.2014 “Over the next two years the relevance of a consistent blending of the different sales channels (omni-channel commerce) will…” …increase substantially 34% “... increase slightly” 44% …increase slightly 18% …stay as high …stay as low 3% Omni-channel retailing is growing, fast Shares in percent of companies surveyed (n = 99)
  20. 20. © PAC 20 19.11.2014 “In your company, who is the main driving force behind the topic of omni-channel commerce?” Boardroom and specifically marketing are driving the omni-channel strategy Top management 50% Marketing 30% Sales 14% Shares in percent of companies surveyed (n = 99) IT 1% Special omni-channel department 5%
  21. 21. © PAC 21 19.11.2014 Developing a long-term omni-channel strategy is not easy Process and Organizational Change (70%) Three key omni-channel challenges 360° View of the Customer (74%) Developing a long-term omni-channel strategy (76%) Shares in percent of companies surveyed (n = 99)
  22. 22. © PAC 22 19.11.2014 75% of retailers will invest in omni-channel IT in the next five years “Is your company planning IT investments to meet the challenges in the area of omni-channel?” Yes, in the next two years 43% Yes, in two to five years 33% Shares in percent of companies surveyed (n = 99)
  23. 23. 23 © PAC 19.11.2014 What are your investment plans? ● IT solutions supporting the integration of sales channels are the top priority ● Over 20% of retailers have (already) invested in data analytics and CRM solutions  for them these areas are currently not on their investment agenda
  24. 24. © PAC Most retailers see big opportunities in Big Data solutions 19.11.2014 24 “The use of big-data and in-memory technologies will make cross-channel visibility of the customer much easier for us” Shares in percent of companies surveyed (n = 99) 62% 23% 15% I agree I partly agree I don’t agree
  25. 25. © PAC Summary of Research Findings ●Physical and digital channels are blending, fast ●Physical store will remain the ‘hub’ for retailers’ trading activities ●Omni-channel tops the investment agenda for German retailers ●CMO (more than IT) is driving channel integration ●Having an omni-channel strategy is critical – but it is not easy ●Process and organisation – the two key constraints ●Cloud and big data – the two key enablers for delivering an omni-channel strategy 25 19.11.2014
  26. 26. 26 Copyright 2014 FUJITSU Fujitsu’s Response
  27. 27. 27 Copyright 2014 FUJITSU Fujitsu’s Response Journey Mapping Central Selling Engine Insight Central Process Integration Store Experience      Retailing as a Service 
  28. 28. 28 Copyright 2014 FUJITSU Fujitsu’s Response •Fujitsu mapping •Customer and colleague experience •‘Pain Points’ and ‘Opportunities’ •Focus on seamless order management Journey Mapping •FUJITSU Market Place •Plug ‘n’ play integrated platform •Omni-channel services •Flexible/lower cost IT deployment Central Selling Engine •Predictive analytics platform •Templated, real time, actionable reporting •Focus on store performance •Structured and unstructured Insight Central •Process tooling to join data, device, people to outcomes •Focus on new services for omni- channel retailing •Focus on omni- channel analytics and performance management Process Integration •Integrated customer experience in and outside the store •PoS/SCO Devices •Mobile for Retail •Store automation •Payments/Biometrics •In store digital solutions Store Experience      Retailing as a Service 
  29. 29. 29 Copyright 2014 FUJITSU 1.Journey Mapping Typical Journey Customer Need Current Experience Solutions New Experience Plan Arrive & Navigate Process Impersonal Helpful and Efficient Browse & Select Information Rushed Simple and Personalized Purchase Process Inefficient Fast, Secure Service After Sales Experience Functional Personal and supportive Information Manual Simple, fast informed 1. Online (Click 'n' Collect) 2. Mobile Marketing 3. Social Media 1. Mobile App 2. Geo-location 3. Customer ID 4. Digital Media 1. Personaliza- tion (promos/ menu) 2. Social Clienteling 3. Smart Stock 4. Price Compa- rison 1. Self Service 2. Mobile PoS 3. BYOD 4. NFC-enabled payment 1. Customer analytics 2. Intelligent service management 3. Mobile marketing
  30. 30. 30 Copyright 2014 FUJITSU 2. Central Selling Engine – FUJITSU Market Place Fujitsu's retail heritage, global reach and enterprise integration services make us the ideal partner for delivering this new selling platform FUJITSU Market Place is a revolutionary new Point of Service application that increases retailer revenues by improving both customer service and enterprise efficiency in an omni-channel world Built on an innovative modular service-oriented application architecture, it future-proofs retail IT investment and reduces the complexity and cost of technology deployment
  31. 31. 31 Copyright 2014 FUJITSU FUJITSU Market Place – Click & Collect Try fit in store and decide to return one online pair Purchase shoe sizer online Measure and order two pairs online for store pickup Find great pair of ladies sandals on sale in store Order retrieved via FJMP, logged as picked up Online purchase recorded and accessible to FJMP Items ordered and reserved / delivered in store Sale txn retrieved, return logged, new item added & txn updated
  32. 32. 32 Copyright 2014 FUJITSU FUJITSU Market Place – Save the Sale Pickup shoes, whilst waiting spot great dress on offer Go to local department store to find shoes for party tonight Out of stock in your size, order for nearby store pickup Purchase both items in the same transaction Order retrieved via FJMP, logged as picked up Items ordered and reserved in nearby store New item added & txn closed
  33. 33. 33 Copyright 2014 FUJITSU 3. Insight Central  ‘Centralising’ data from multiple channels and structured/unstructured sources Merchandise System Employee HR system Interest Group feeds Marketing analysis Demographic systems Social Media/ Facebook/Twitter Customer Profile Social Listeners New Stores New Brands New Shoppers Households Logistics Traffic Stock Market Weather Transaction History Behavior sensors GPS Predictive analysis Terabytes – Petabytes of Data Variety Volume Velocity Structured and Unstructured Data Machine generated / Sensor Data
  34. 34. 34 Copyright 2014 FUJITSU Customer Behaviour Analytics Fujitsu’s ‘Line of Sight’ Analytics Solution •Visualisation of shopper categories •Camera-based sensors •Digitised data for business analytics
  35. 35. 35 Copyright 2014 FUJITSU 4.Process Integration Transaction Handling Stock Handling Customer Service Performance Management Fixed/Self Service/Scan & Pay/Mobile/Kiosk Basket/Click ‘n’ Collect/Save the Sale/Kiosk Order Payment – cash/card/NFC/tokenisation Click ‘n’ Collect/Order Management/Pack ‘n’ Despatch Stock Allocation/Shelf Replenishment Returns Management Transaction/Order Management Customer Profile Usage/Management In Store Digital Services – mobile marketing, DMN Stock management – real-time, shelf, omni-channel Customer management – clienteling, queuing, conversion Trading management – weather, season, local pricing Devices Data People
  36. 36. 36 Copyright 2014 FUJITSU 5.Store Experience Today Tomorrow Integrated customer experience
  37. 37. 37 Copyright 2014 FUJITSU 6. Retailing as a Service Fujitsu Assets and Capabilities • 5 Service Desks (29 languages) • 7 Global Delivery Centres • On Site Services ‘Hub’ (GPMO) • Field Engineering Services • System Integration Services IT Application Services Store Managed Services Managed Mobile Store Solutions (products, applications) Cloud Solutions ERP Retail Competence Centers IT Products & Services Menu • Provision of best of breed IT • Products, infrastructure, cloud • Deployment options Pay per Use Model • Shift from capex to opex • IT aligns with revenue overt time Outcome-Based Contracting • Business-led SLAs • Assets and risk shift to IT provider = € x per store per month IT Support SLAs Hosting IT Blueprint IT Products & Services Retail as a Service from 4 Copyright 2009 Fujitsu America, Inc.
  38. 38. 38 Copyright 2014 FUJITSU Finance Merchandise HR CRM Analytics Loyalty Order Management Inventory  Payment  Tax  Product Info  Delivery  Social Cloud Services e-Commerce platform STORES MOBILE ON LINE  Multi-channel Sales  Enterprise Returns  Orders  Pickups  Customer Details Point of Service  Store Back Office  Reports  Data Maintenance  Communications  Returns  Electronic Journal  Pricing/Promo Stores Management Basket processing Transaction Repository Payments Cross-Channel Services Pricing Promotions FUJITSU Market Place Customer Experience BOMETRICS DIGITAL MEDIA WEARABLES Mobile Solutions Store PoS Digital Solutions SELs BEACONS/WI-FI PAYMENTS KIOSKS HOME TV/IOT/M2M TV Retailing RETAILER MANUFACTURER User Data Business Process Management Business Intelligence Key Fujitsu Solutions Fujitsu Prototype Partner Enterprise IT Selling Platform ICT Services Enterprise IT Fujitsu’s New Omni-Channel Retail Ecosystem
  39. 39. 39 Copyright 2014 FUJITSU Key Messages Omni-Channel - “It’s shopping Jim but not as we know it!” “Omni-channel is a priority but process and organisation are key challenges” – PAC Retailer Research June 2014 Fujitsu’s New Omni-Channel Retail Ecosystem
  40. 40. 40 Copyright 2014 FUJITSU Dr. Katrin Schleife Senior Analyst – Retail & Cloud Computing +49 (0)30 28 52 96 20 k.schleife@pac-online.com Richard Clarke Vice President, Global Retail +44 (0)7867829814 richard.2.clarke@uk.fujitsu.com Thank you!
  41. 41. 41 Copyright 2014 FUJITSU

×