Diapositivas presentadas por Andres Angelani - Chief Solutions Officer GLOBANT & Coautor del libro “The Never-Ending Digital Journey: Creating New Consumer Experiences Through Technology” -, en el eCommerce Day Santiago 2016 en la plenaria "ACELERANDO HACIA EL RETAIL DEL FUTURO".

1. Retail
Acceleration
April 2016
Digital Transformation

2. The Extremes
For retailer who have bet too much on real state, cost-cutting is
as tempting as it is dangerous. Four quick routes to the bottom
ROADS TO RUIN
Globant - *Source: I F**king love this company, by Bayard Winthrop and Randy Komisar
CHOICE 1
SHUT
DOWN
STORES
CHOICE 2
REDUCE
MARKETING
BUDGET
CHOICE 3
REDUCE
STAFF
CHOICE 3
MAKE
CHEAPER
PRODUCTS
REDUCE
ACCESS
REDUCE
INTEREST
REDUCE
INTER-
ACTION
REDUCE
QUALITY
REDUCE
SALES
DEATH
Reduce cost
by removing
obsolete
expenses
UNSUNK COST
Rent
OLD NEW
Insurance utilities, etc
Hourly staff
Inventory,
Write-off, Markdowns
Marketing costs to drive
People to stores
Product,
Service, Brand Values
Invest in
product,
service and
brand values
RETAIL PRICE
$89 $59 $89
Getting free from Brick and mortar can give retailers substantial
savings to plow into other parts of their business

3. Digital Jargon
Globant Proprietary
?

4. then What
Why,
What’s in it for me?
Your
Save money by reducing the opportunity
costs and competitive jeopardy caused by
your current sub-standard customer
journeys
New revenue created by the new business
models made possible by frictionless
journeys
Globant Proprietary
“why” is:

5. Macy’s steps up
its online
investments
Mobile sales
double for
Macy’s in fiscal
2015
The web is a bright
spot in a tough
quarter for Macy´s
Terry J. Lundgren CEO &
Chairman at Macy's
“Our business is a rapidly evolving in response to changes in the
way customers are shopping across stores, desktops, tablets and
smartphones, we must continue to invest in our business to focus
on where the customers is headed, to prepare for what's next.”
* Source: Macy´s annual report

6. The world of retail is
changing and even the
once untouchable
stalwarts of the industry
are feeling the heat.
* Source: Macy´s annual report
The retailer has been hit by factors such as the rise of rivals like
T.J Maxx and weak mall traffic
Macy´s comparable sales have been in decline
2012 2013 2014 2015
3,7%
1,90%
6,70%
-3%
Comparable sales include sales at stores open at least a year
and e-comerce
Measurable Change

7. More importantly Macy’s is placing its bets on omnichannel which is really a focus
on creating cohesive full ecosystem journey’s for customers.

8. A familiar example:
the tip of the
iceberg
* Source: Public Internet

9. Specific self-centric UI
Various media
Decentralized decisions
Multiple data sources
The WebStore CRMs Finance ERP
Globant
Reality Check
Globant Proprietary

10. Smart Digital Journey Engine
Store ERPs CRMs Finance Fulfillment
big data fast data
Maximizing the interaction - the first Journey
SystemsofRecordSystemsofEngagement
Globant Proprietary

11. The beginning of a journey...
* Source: public internet

12. When thinking about the experience becomes part of the experience… magic delivered!
* Source: public internet

13. Customer Delightedness is a Never-Ending Journey that Yields Competitive Differentiation
Digital touchpoint take part in ongoing conversations between the
brand and consumers. Create holistic journeys of direct interaction.
Adding surprise, based on anticipating of the customer’s potential
needs. (Yes, we can do that today!)
In an environment of Play which evolves with observation and
behavioral analysis.
Globant Proprietary
Sell Experiences and Lifestyle over Products

14. A Digital Journey
Enabling Acceleration…
simultaneously creates value for the customer and the business
A Digital Journey is a discrete path of smart, relevant and context aware
interactions, where content is generated by or delivered to a customer, while she/he
is interacting with a product or service. This content anticipates and satisfies needs
while engaging, surprising and thrilling users.
The anticiation and absence of friction and the introduction of surprise creates an
emotional connection with lasting impact.
Globant Proprietary

15. But how can we get many
diverse teams working
together effectively?
Making it all work

16. Architecture
Let’s “Podify”
Engineering
Business
Design
Globant Proprietary

17. journeys through pods
Some quantitative results enabling
Design Iterations
1/2
Velocity
3X
Conversion
3X 30%
Lower cost per
point
Globant Proprietary

18. Globant Proprietary
Learn more...
sentinel.globant.com On Amazon.com...

19. Gracias!
@aangelani