dreamforce 2016: sesión de industria retail&cpg
TRANSCRIPT
Sesión Retail y Gran Consumo DF16 Delegación Española y Portugal
Agenda de la Sesión
Retail y Gran Consumo en España y Portugal
Commerce Cloud para Retail y Gran Consumo
Wrap-Up y Siguientes Pasos
Experiencias de S4G & Leadclic
Retail y Gran Consumo en España y Portugal
Alberto Cordero Retail & CPG Industry SE
17 Años de Éxito de Cliente en Retail y Gran Consumo
Food & Drug
Restaurants E-Retailers
Department Stores
Specialty Luxury
Mass Merchants
Líder Mundial en la Industria de Gran Consumo
Bebidas Refrescantes Alimentación Bebidas Alcohólicas
Salud Casa & Cuidado Personal Alimentación Mascotas
Systems of RECORD
Inventory | Supply Chain | Merchandising | Pricing and Promotions | Payroll
Las empresas tienen ‘System of Records’ Focalizado en silos operacionales, no cercanía con el comprador y consumidor
Social
Cloud
System of ENGAGEMENT
Systems of RECORD
Inventory | Supply Chain | Merchandising | Pricing and Promotions | Payroll
Connected Shoppers | Connected Commerce | Connected Stores | Connected Employees
Mobile
Cloud
Social
Conecta todo con un ‘System of Engagement’ Sitúa al cliente en el centro de tu negocio
Social
Cloud
System of INTELLIGENCE
System of ENGAGEMENT
Systems of RECORD
Inventory | Supply Chain | Merchandising | Pricing and Promotions | Payroll
Connected Shoppers | Connected Commerce | Connected Stores | Connected Employees
Mobile
Cloud
Social
Journeys | Intelligence | Apps
IoT
Apps
Deep learning
AI
Re-imagina Retail y CPG con un ‘System of Intelligence’
Social
Cloud
Comercio Digital
Servicio por Cualquier Canal
PdV y Operaciones en tienda
Clienteling
Journeys | Intelligence | Apps
Bienvenido a la Plataforma de Éxito de los Compradores Proporciona una experiencia de compra única y sencilla
Operaciones Conectadas
SHOPPER SUCCESS PLATFORM
Gestión de Fidelización
1-to-1 Marketing
Operaciones de canal
Éxito Empleados
Experiencias Conectadas
Key Account Management
Retail Execution
TPM
Route to Market
Consumer Marketing
Marketing Process
Innovation
Employee Engagement
HR Process
Employee Productivity
Plan to Forecast
Source to Pay
Make to Deliver
Order to Cash
B2B – Building business partnerships
B2C – Connecting with consumers
Operations – achieving agility
Employees – Engaging
Propuesta de Valor para Gran Consumo: 4 Pilares
Commerce Cloud para Retail y Gran Consumo
Tim Blake Sales Manager Iberia
Brands Are Struggling to Keep Pace Current technology stymies innovation
are concerned about scale and their ability to deliver on omnichannel requirements 75%
Disparate and duplicative systems
Data is scattered everywhere
Multiple sources of the truth
Complex backend integrations
Source: Forrester Consulting
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Innovate & Grow Faster with Commerce Cloud
Network & Data
License & Maintenance
Operational Services
Hardware & OS Platform
Security 80%
“Hassle Free” Commerce Platform
Innovation to Stay Ahead
International
Omni Channel Merchandising
Mobile Store Operations
Distributed Commerce
20%
Innovation to Stay Ahead
Commerce Cloud Traditional Software 100%
Tim
e
Where You Spend Your Time
Responsive Design
Call Center Social
Looking Inside the Cloud Commerce Cloud Architecture
Operations & Infrastructure
Business Tools
Developer Tools
Customer Interaction
Points
Active Merchandising
Product & Catalogs
Searchandising Promotions
& Pricing
Optimization Testing
Predictive Analytics
Store
RESTful APIs
Open Standards
Data Model Customization Multisite
Architecture Sandboxing Debugging & Testing
Certified Security
Scalability
Seamless Releases
Global Data Centers
99.99% Reliability
Multitenant
Technology Partner Ecosystem PIM Marketplace Fulfillment Payment Social Rich Media Tax Loyalty Analytics +others
Apps
Responsive Design
Call Center Social
Highly Customizable Create differentiated experiences
Operations & Infrastructure
Business Tools
Developer Tools
Customer Interaction
Points
Active Merchandising
Product & Catalogs
Searchandising Promotions
& Pricing
Optimization Testing
Predictive Analytics
Store
RESTful APIs
Open Standards
Data Model Customization Multisite
Architecture Sandboxing Debugging & Testing
Certified Security
Scalability
Seamless Releases
Global Data Centers
99.99% Reliability
Multitenant
Technology Partner Ecosystem PIM Marketplace Fulfillment Payment Social Rich Media Tax Loyalty Analytics +others
Apps
Apple Pay Using a Mobile App
Implementing Apple Pay, Cole Haan has reduced their mobile check out process from 15 steps down to 2.
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“Helps us improve by letting us integrate many applications through the partner program.” Katherine LaFranchise, AVP Digital, Urban Decay Cosmetics
Global House of Brands Leverages a Single Platform for Digital Commerce Many brands on Commerce Cloud: Lancôme, Urban Decay, NYX, Kiehl’s and others Dozens of sites globally, including many partner integrations L’Oreal-specific reference web storefront as a design starting point Unique experiences – e.g., L’Oreal Makeup Genius mobile app (L2: “Digital Best Practice”)
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Wrap-Up y Siguientes Pasos
Fernando Ranz
Marketing Cloud Create 1-to-1 journeys for more engaging marketing
Sales Cloud Better manage vendor & partner relationships
Community Cloud Build online communities to complement commerce
App Cloud Create custom commerce experiences
Analytics Cloud Gain more insight into and enrich commerce data
Service Cloud Provide service before, during and after purchases
Commerce Cloud Unify commerce experiences across all channels
Bienvenido a la Plataforma de Éxito de los Compradores Unifica toda la experiencia de Cliente con Salesforce
IoT Cloud Create a more complete picture of customers
Toledo Partnership Summit (TBD) Primer evento de colaboración de clientes
Social
Cloud
OBJETIVOS ▪ Compartir iniciativas de colaboración Retail / Gran Consumo ▪ Cómo la tecnología puede servir de catalizador ▪ Accionar pilotos con quick wins con equipos compartidos
LANZAR / EVALUAR / PLANIFICAR INICIATIVAS ▪ Trade Promotion colaborativo ▪ Compartir conocimiento de cliente/segmentos ▪ Hub logístico / supply chain / gestión de sotck colaborativo ▪ RRHH iniciativas de colaboración (Revisión de performance
colaborativo) ▪ etc.
Thank Y u