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© 2014 IBM Corporation 1 IBM Confidential
THE DIGITAL CONSUMER Imran Choudhary
IBM, Smarter Commerce Lead
© 2014 IBM Corporation 2 IBM Confidential © 2014 IBM Corporation 2 IBM Confidential
THE CHANGES AFFECTING RETAILERS
Change Has
Happened
Smarter
Commerce Opportunity
© 2014 IBM Corporation 3 IBM Confidential
Digital has become an
unavoidable part of our
path to purchase: we use it
to get information, to
compare products and to
finally decide where is more
convenient to make the
purchase based on our
buying criteria
© 2014 IBM Corporation
© 2014 IBM Corporation 4 IBM Confidential © 2014 IBM Corporation 4 IBM Confidential
Check
advertising Go Direct Compare SHOP
Go to the
Store
Check
around Compare SHOP
Surf the
web
See a
product I
like
Compare SHOP
MOST RETAILERS ENGAGE THE CONSUMER IN A SILO’D FASHION
© 2014 IBM Corporation 5 IBM Confidential © 2014 IBM Corporation 5 IBM Confidential
Ask for
advice Check
advertising
Compare
products
online
Go to
store
Learn
about the
product
Read
reviews
Download
the app
Check
youtube
video Check
Facebook Check at
the offline
store
Browse the
Site
the
product
SHOP
THE PATH TO PURCHASE IS NOW VASTLY COMPLICATED
© 2014 IBM Corporation 6 IBM Confidential
IBM SMARTER COMMERCE How we maintain and ensure our
leadership in the commerce
industry
© 2014 IBM Corporation 7 IBM Confidential © 2014 IBM Corporation 7 IBM Confidential
QUICK IBM FACTS
© 2014 IBM Corporation 8 IBM Confidential
LEADERS ARE REDEFINING THEIR VALUE CHAIN AROUND THE EMPOWERED CUSTOMER
prepared for the unpredictable
A supply chain Marketing targeted to
every customer
personally
what customers want before
they do
Service that knows Selling that’s there for your
customers,
wherever they are
© 2014 IBM Corporation 9 IBM Confidential
SMARTER COMMERCE SOLUTIONS TOGETHER FORM A ‘SYSTEM OF ENGAGEMENT’
Customer
System of engagement:
Coordinates all decisions across all channels
to create an engaging relationship with each customer and prospect
ad
social
search
display ad
Web
mobile
ATM/kiosk
phone
branch
POS
© 2014 IBM Corporation 10 IBM Confidential
THE OMNICHANNEL ROADMAP
Mono
Channel
Multi
Channel
Cross
Channel
Omni
Channel
Single Channel
More Than One Channel
Synergies Fusion
© 2014 IBM Corporation 11 IBM Confidential
IBMS INTEGRATED PORTFOLIO TO PUT THE CUSTOMER AT THE CENTRE OF EVERYTHING
Smarter Analytics
CORE BUSINESS SOLUTIONS
VALUE CHAIN STRATEGY AND SERVICES
Anticipate behavior and
deliver flawless customer service
IBM SmartCloud Solutions and Smarter Computing
Seamless cross-channel
customer experience
Targeted and personalized
marketing across all channels
Adaptive procurement and optimized supply
chain
Buy Market Sell Service
Market Buy
Service Sell
© 2014 IBM Corporation 12 IBM Confidential
OPPORTUNITY
© 2014 IBM Corporation 13 IBM Confidential
£911
£1,078 £1,235
£1,388
year 2013 year 2014 year 2015 year 2016
B2C ecommerce sales worldwide, by region (billions)
North America APAC Western EU Central & Eastern EU LATAM Middle East & Africa
Source: emarketer – B2C ecommerce sales worldwide by region. Includes travel, digital downloads and event tickets
£-
£50
£100
£150
£200
£250
£300
2013 2014 2015 2016
EU B2C Revenues 2013-16 (Bn)
UK DE FR ES IT NE NORDICS ROWE CEE
Germany
France
United Kingdom
Turkey
0%
50%
100%
0% 50% 100%
Inte
rnet use
rs a
s %
of
po
pu
lation
Online buyers as % of population
European Digital market potential by country
SOME OLD NEWS: • The digital market is
where growth lies • The UK is one of the key
leaders of the industry globally
Source 2014 / emarketer – B2C ecommerce sales worldwide by region
© 2014 IBM Corporation 14 IBM Confidential
Source – Forrester, 2013 B2B Commerce Wave
SOME ‘NEW’ NEWS: A SHIFT IS ALSO HAPPENING IN THE B2B MARKET?
© 2014 IBM Corporation 15 IBM Confidential
USING BIG DATA TO EMPOWER MARKETING DECISIONS, CUSTOMER ENGAGEMENT & HIGHER SALES REVENUE
Solution Area (IBM Name) Description Software
Digital Marketing
Optimization
Fuses customer profiles and web analytics to easily
execute display advertising, search campaigns, email,
and personalized recommendations through online, social
and mobile channels.
Cross-channel Marketing
Optimization
Engage each customer and prospect in a cross-channel
dialog that builds on past and current behavior.
Price, Promotion and Product
Mix Optimization
Quantify consumer behavior to make predictive
merchandising and marketing planning decisions that
drive sales volume, margin, profit, and shopper loyalty.
Customer Experience
Optimization
Captures each users end-to-end experience via digital or
mobile and then allows organizations to replay the actual
sessions to understand where customers are struggling and
quantify the impact.
Service
Market
© 2014 IBM Corporation 16 IBM Confidential © 2014 IBM Corporation 16 IBM Confidential
TEALEAF AT THE MOVIES! HTTPS://WWW.YOUTUBE.COM/WATCH?V=YBZXYUOWGQA
© 2014 IBM Corporation 17 IBM Confidential
GIVE THE CUSTOMER WHAT THEY WANT BUILDING A RETAIL SELLING PLATFORM
Transact Fulfil Serve Engage
Web Store Mobile Call Center Social Networks
Field Sales
• Customer / Partner mgt
• Catalog / Search
• Content management
• Merchandising
• Promotions
• Personalization
• Guided selling
• Configuration / Visualization
• Reviews
• Wishlist / Registry
• Price
• Availability / Promising
• Cart management
• Entitlements
• Quoting / Contracts
• Shipping and Tax
• Appointments
• Payment
• Fraud
• Address verification
• Order Hub
• Sourcing and scheduling
• Order orchestration
• Drop ship / supplier fulfil
• Delivery management &
Service fulfilment
• Digital fulfilment
• Subscriptions
• Exception management
• Changes and cancellations
• Returns
• Exchanges
• Appeasements
• Reverse logistics
• Self-service
• Warranty
• Repair
Configurable processes Analytics Management and administration
Ultra-scalable commerce platform Range of deployment options
Service
Sell
© 2014 IBM Corporation 18 IBM Confidential © 2014 IBM Corporation 18 IBM Confidential
TAKEAWAYS
The market is growing, retailers are having to invest otherwise they risk failure.
B2B is as relevant or more than B2C.
IBM has class leading technology, we dominate the Enterprise space (IR500), and are actively targeting the Mid Market
Quick Wins are possible with Tealeaf with an average return of 3.5% increase in sales from identifying and fixing those ‘unknown’ customer struggles.
IBM is empowering not only the IR500 but the Mid Market with easy to deploy Starter Stores which can get you online fast and against commercial models that de-risk your investment as you grow.
Find an EcoSystem, develop relationships, innovate, and create new business channels.
© 2014 IBM Corporation 19 IBM Confidential © 2014 IBM Corporation 19 IBM Confidential
THANK YOU ichoudhary@uk.ibm.com
@MeetTheConsumer
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