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3. Every Brand Wants to Get Closer to Their Customers
Luxury
Food & Drug
Quick Service Restaurants Mass Merchants
Department Stores
Specialty
9. Retailers Have Invested in Systems of Record
Predominantly Catering to Transactional Automation – Layer of Engagement Required
Systems of
Record
Organizational Focus
of in-store shoppers
look for help on a smartphone*
72%
Infrastructure
Transactions
Inventory
Merchandising
Call CenterStore POS Website Apps
10. Systems of
Record
Retailers Need Systems of
Engagement
Systems of
Engagement MobileCloud Social Data
Science
Infrastructure
Transactions
Inventory
Merchandising
Call CenterStore POS Website Apps
11. Clienteling
Personalized In-store Shopping
Service
Personalized Service Everywhere
Analytics
Real-time Shopper Insight
Connected Operations
Social Associate Journeys
Apps
Agile Retail Innovation
Marketing
Personalized Shopper Journeys
The Shopper Success Platform
Connect to Shoppers in a Whole New Way, Personalize Retail
12. Clienteling: The Store Re-personalized
Mobile Connects Associates with Complete View of Shopper Journey
360° Shopper View
Mobile Sales
Product Insight
Guided Selling
FPO
13. Service: Personal Service Everywhere
Connect Agents & Shoppers with 360° View of Everything
360° Shopper View
360° Price, Product, Process View
Self-Service
Social Engagement
Multi-channel Agent Console
14. Personalized Shopper Journeys at Scale
1:1 Alerts, Notifications, Content Triggered in Real-time by Shopper Journey
Email & Social Marketing
Mobile Marketing
Web Personalization
Guided Selling
15. Connected Retail Operations: Social Associate Journey
Connect Customers, Employees & Suppliers in a Whole New Way
Onboarding and Learning
Task Management
Employee Communities
Shopper Communities
Supplier/Partner Communities
16. Analytics: Real-time Insight
Connect Decision Makers with Real-time Insight
FPO
Personalized Content & Service
Dynamic Pricing
Localized Assortment & Experience
Optimized Store Operations & Sales
17. Apps: Agile Retail Innovation
Agile Development Platform to Connect in New Ways
Mobile Shopper Apps
Agile layer to ERP
Employee Apps
FPO
18. Clienteling
Personalised In-store Shopping
Service
Personalised Service Everywhere
Analytics
Real-time Shopper Insight
Connected Operations
Social Associate Journeys
Apps
Agile Retail Innovation
Marketing
Personalised Shopper Journeys
The Shopper Success Platform
Connect to Customers in a Whole New Way, Personalize Retail Everywhere
Good afternoon, and welcome to Retail Re-personalized. My Name is Deepak Pargaonkar and I lead Solution Engineering at Salesforce. In that capacity I work closely with our customers, partners and field organization to help drive the customer experience transformation that is taking place across the globe.
We believe retail will change more in the next 3 years than it has in the past 50 and it is fully a result of the digital revolution and the opportunity to personalize experiences at scale that has never before been possible.
Today we will be exploring the trends influencing the shopper transformation and how a retailer such as yours can deliver a more personalized customer experience, better empower and engage your employees and respond to changing needs more quickly.
Before I begin, just a quick note that when considering future developments, whether by us or with any other solution provider, you should always base your purchasing decisions on what is currently available.
Every brand wants to get closer to their customers and Salesforce is fortunate to be working with many of the leading retailers globally on their transformation to connect better with their customers and employees and to drive new innovation in their business.
Today 84% of consumers use digital technology during their shopping journey and digital continues to transform and influence the shopping experience. Consumers want retailers to know them and make it easy for them. But if they don’t there are many disruptive technology providers willing to insert themselves into the process.
I am inspired by Tinder, Instagram and Instacart. Let me tell you why.
Decisions are a swipe away. How many of you are familiar with the dating application Tinder? Just with one simple swipe of the finger users can choose who they want to spend time with. Swipe right if interested, left if not. Its that easy. And now we are seeing this simplicity take root in retail with apps like Kwoller. How are you making it easier for shoppers to decide?
Next, A picture speaks louder than words. Apps like Intsagram help consumers take ownership of the brand. Today there are more than 200K pictures on Instragram with the hastag “dressing room” . Consumers are co-curating and making recommendations to one another supplanting the role of yesterday’s merchant prince. Are you participating or creating your own communities?
The currency of now. Then, there is Instacart which fulfills the instant gratification once only provided by bricks and mortar. Now I can order ingredients for dinner when I leave work and have them waiting for me at my doorstep just an hour later.
Engaging experiences such as these are informing today’s shopper and raising the bar of expectations they have of you and your business. Are you a disruptor or will you be disrupted?
Starbucks App $2B in mobile sales, 12million app users. Save credit card fees. Complete engagement device. Testing Postmates and Barrista delivery
Icons
Physical store
Call center
POS
Website
App
They need to add a platform that is specifically designed to extend their current information strategy and puts the customer at the center. A platform that works with a system of record and is designed for engaging customers by harnessing the power of the cloud, mobile, social, & data sciences. What companies need is a system of engagement centered around the customer.
Icons
Physical store
Call center
POS
Website
App
In Retail, the Shopper Success Platform helps every retailer become a shopper-centric retailer and meet shopper demand for personalization everywhere.
When shoppers walk into the store, our Clienteling mobile app transforms what would otherwise be a rather impersonal experience into one that is fully personalized and contextual.
The Shopper Success Platform transforms service on any channel into a fully personalized experience so that, for example, the contact center agent has full context of the shopper’s store, web and app journey.
Shoppers are not always buying or calling customer service for help. The Shopper Success Platform helps retailers engage the shopper proactively through their journey with targeted marketing via email. social, mobile, web to constantly engage them.
With Connected Operations, the Shopper Success Platform transforms the associate journey into a mobile and collaborative one that empowers them AND engages them with technology they love.
Personalizing shopper journey requires insight into the shopper. The Analytics cloud does just that so that retailers can deliver more targeted content, service and more.
Retail has changed more in the past 3 years than in the last 50. The Shopper Success Platform turbo-charges retailers to innovate at the industry’s new clock speed through apps that help them react to change faster than ever.
Clienteling is about taking the black book and re-imagining it on a mobile device where associates can have a 360 degree view of the shopper to better serve their needs.
We witnessed a Sales Revolution happening at companies like Design Within Reach. When a shopper walks in, each and every sales rep is empowered with the Shopper Success Platform in their hands. Right from a smartphone or tablet armed with Salesforce1, they have the shoppers full profile, all their relevant information, past purchases and inquiries. They also have a full digital sales aid armed with a full product catalog, inventory, delivery schedules and can quickly get answers for product-related questions — like dimension details, available finishes, or when a backordered item will become available.
Ultimately, Design within Reach is not just selling a piece of furniture, they are creating 1:1 relationships with their shoppers.
Deeper Dive into Target: https://org62.my.salesforce.com/06930000004BEtC
Overview
Target Corporation (“Target”) is a $65 billion plus company operating upscale discount stores and an online business, Target.com. In addition to its core retail operations,
Target owns Target National Bank, Target Card Services, Target Commercial Interiors, and Target Sourcing Services, a leading global sourcing organization with more than 50 international locations.
Challenges
After years of underinvestment in customer service infrastructure, deployment of point solutions to individual contact centers, and numerous operational silos; the client was challenged to provide a rich, effective multichannel service experience at an enterprise scale.
Target wanted a consistent technology and process foundation that could be scaled in size and enhanced in scope.
The scope of the program included 20 diverse contact centers that spanned 3 business areas:
Retail
Credit
Internal Team Members
Solutions
Target in partnership with Accenture launched a program called Service Reinvention to reinvent their customer service capabilities.
The solution they selected involved implementation of foundational technology that would be leveraged across the enterprise.
Target selected the following technologies:
Customer Experience Management (CEM) solution - Service Cloud
Communication Services platform – Cisco
Enhanced Resource Management functionality – I3
This solution will deliver improved customer interactions across all channels, track and resolve customer issues and increase the forecasting, scheduling and capacity planning efficiency.
Previous Solution: Siebel, Kana
B2B & B2C
Case Mgmt, Customer Mgmt, Knowledge, CTI
Use Case: ecommerce customer service, store customer service, tech support, store support, credit care service, & HR support
Integrations: 40+ (ServiceNow, AD, etc)
4 releases in 2014 & 3 in 2015
Benefits
Service Cloud delivers enhanced and integrated capabilities: Customer Management, Case Management, Knowledge Management, Online Portal, Chat, Social, Contact Routing, Voice Self-Service, CTI, Forecasting, Scheduling, Real-time Monitoring, and Capacity Planning.
Capabilities will provide a 360 degree view of the customer, improved self service, channel enablement and improved resource flexibility.
The solution is expected to reduce costs by $20-$30M over 4 years. Target has since expanded the scope of the rollout to all customers and internal team members and expects to exceed the original business case.
Service Cloud is being rolled out to 4,000 agent users, 350K employees, and 100M+ customers.
4 million emails a day, across 200 campaigns managed by just 3 people
Employees are customers too. The world has gone social with 2.3 billion social users, but companies are building their own social networks In the form of communities.
Home Depot has stores all over the world, and each store has their own department experts. Before Salesforce Community Cloud, none of these experts were connected with each other. Home Depot recognized that the wealth of knowledge a group of experts can have together is much greater than one on their own, and the value of collaboration across these experts partners, and shoppers would be very powerful. To address this opportunity, Home Depot created community.homedepot.com bringing together contractors, home owners and employees from all over the world in one central location.
Did you know that 90% of the world’s data was created in the last two years? All of these connected devices, employees and partners contribute to the masses of data. By 2020 there is going to be 10 times more mobile data, 19 times more structure data and 50 times more product data.
One of the largest companies in the world, GE, is transforming themselves into a data company. GE is connecting all their machines and services to drive better business decisions through analytics.
But with all of this data, we find ourselves in a data divide. Companies like Microsoft, Oracle and SAP have analytics products of the past, delivering the same solutions they had been before most of these connected devices were even invented. At Salesforce saw this as a huge opportunity, not for a new version, but for a new vision for Analytics.
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See GE Capital’s Success Story here:
http://www.youtube.com/watch?v=FPylyoJ7Q9c
And finally, every shopper we visit shares one thing in common, they all want to GO FASTER.
And to do that, every company is becoming a software company, even massive organizations like Coca-Cola.
Coca-Cola Germany has built apps for nearly every aspect of their business: Shopper facing apps, retailer apps, distributor apps, inventory apps. They’re deploying these apps at Lightning speed and transforming their business while they’re doing it. These apps have helped them on-board retailers up to 10x faster.
_____________________________________
See Coca-Cola’s Success Story here:
http://www.youtube.com/watch?v=xAYS8C3g_k4&list=PLnobS_RgN7JZfHVFu8gTYBXYzV60IWeX9
In Retail, the Shopper Success Platform helps every retailer become a shopper-centric retailer and meet shopper demand for personalization everywhere.
When shoppers walk into the store, our Clienteling mobile app transforms what would otherwise be a rather impersonal experience into one that is fully personalized and contextual.
The Shopper Success Platform transforms service on any channel into a fully personalized experience so that, for example, the contact center agent has full context of the shopper’s store, web and app journey.
Shoppers are not always buying or calling customer service for help. The Shopper Success Platform helps retailers engage the shopper proactively through their journey with targeted marketing via email. social, mobile, web to constantly engage them.
With Connected Operations, the Shopper Success Platform transforms the associate journey into a mobile and collaborative one that empowers them AND engages them with technology they love.
Personalizing shopper journey requires insight into the shopper. The Analytics cloud does just that so that retailers can deliver more targeted content, service and more.
Retail has changed more in the past 3 years than in the last 50. The Shopper Success Platform turbo-charges retailers to innovate at the industry’s new clock speed through apps that help them react to change faster than ever.