un approccio omnichannel per il mondo retail e grocery. : i casi … › it-sapitalia › pdfs ›...

Giorgio Visintin e Elena PreviteraReply

June 26th, 2018

Un approccio omnichannel per il mondo retail e grocery. : I casi Costco e Spar

To excel in helping

our customers

exploit relevant

innovation brought

about by

economics changes

and driven by

internet

technologies

Where we are

Creativity, technical excellence and

multi-channel thinking

Specialized competence on

Implementation services + Marketing

services

CPG, Travel , Retail, Fashion Grocery

Vertical markets knowledge

Digital Transformation and continuous

investments in Innovation and Know-

How.

Strategic Partnership with Leading

Market Vendors.

> 1000 employees of Reply Group

working on eCommerce related services

REPLY @ COMMERCE

➢ UK site feature reach in < 6 months

➢ Mexico E-commerce exceeds expected

sales by 200% (built using UK ”Single Instance

Platform” SIP)

➢ SIP expanded to South Korea, Taiwan, rollout

plans for Australia, Japan, and China

➢ Omnichannel inventory management

➢ Digital innovations in-store and

online

➢ Multicountry and multistore

experience

SPAR Austria Group is a leading supplier in retail since

1954. Currently SPAR group counts over 100

hypermarkets and 3.000 stores in 7 countries in Europe.

Costco is an American multinational corporation, second

largest retailer in the world , with 741 warehouses.

costco.com attracts at least 58 million visitors per year.

SPAR CASE

• Multicountry strategy

• Content and Feature localization

• Specific storytelling and brand editorial contents

• Wide range of promotions and strong relation with

existing loyalty plans

• Integrated workflows with physical stores

Project goals

Challenges faced

• User Experience but multiple user-unperceived ecommerce stores

(grocery, durable goods, wines)

• PIM (Product Information Management) for all the shops

• CMS for all contents on all the site, including complex editorial

contents

• HUB to drive consumers to the right digital space based on specific

needs

A UNIQUE:

• Choose the day and time range, even

different for more than a delivery mode in

a single chart

• Timeslot prices set by rules;

• availability and prices clearly

shown to the customer

• Each TimeSlot is related to a specific

POS / PickUpBox

Select the Timeslot Place the order Book default

capacities

Order sent to

logistics

Update real

capacitiesPlanning Actual

capacities consumption

Customer Onboarding

And following operations

Weight products

Delivery,

with

updated

total cost

Customer selects

the weight desired

for a product (i.e

apples)

Customer

places the

order

Order is sent

to logistic

Peaking the

real weight

Price

recalculation

Recipes - Sommelier

• User selects a recipe, and all the

ingredients are proposed and put

to cart

• User selects a specific base

ingredient, and some recipes are

proposed, with the remaining

ingredients

• Wines in catalog are prosed on

the base of recipes selected by

customer

• A service suggest the correct

pairing wines-foods. Foods may

be proposed on the base of

selected wine

Multi item search

• User submit his shopping

list and a service propose

for each row a selection of

products, based on his

habits and on marketing

strategies

Multiple shipping

POS visibility

• Select the phisical store for

• Product availability

• Stock information

Reserve a product

• Reserve a product in commerce

site,

• Payment may be online or in

store

• Store has upselling opportunities

Promotional engineChatbot Loyalty program

welcomed by a

salesperson

Salesperson advises

active promotions

Salesperson logs in

with the customer account

Customer pays

via Tablet or at the cashier

Goods may be

also delivered at home

Order information

are available on commerce site

Assistant in store

• Multicountry strategy

• Multimedia platform: web, mobile, mobile app,

call center

• Strong content localization (layout, editorials,

promotions)

• Sophisticated behaviour using a dark-store

concept, central warehouse, and hub stores

Project goals

Challenges faced

• Design of a strong multicountry commerce solution

• Developed a template for global expansion covering Europa, Far

East and SA

• Sophisticated checkout capability for multi address shipment

• Management of dropship vendor integration using EDI

• Replacement of IBM WebSphere platform with significant ICT

effort savings

The secretof our success? Change the perspective!

OMNICHANNEL APPROACH

CUSTOMER CENTRIC

START FROM THE BASICS

User Experience

I Know what mycustomers wants

CREATE THE DIFFERENTIATION

Commercial Strategy

How can I make mybusiness relevant for mycustomer?

LEVERAGE THE INNOVATION

Operation Integration

How can I be

sunstainable ?

…and create harmony

In ProcessesAmong Stakeholders

Store manager

eCommerce

Customer Care

Administration F&C

Logistics

Operations

WHY HYBRIS

• modular and extensive platform for omni-channel

commerce & customer engagement

• modules and capabilities for running channel independent

back-end processes

• accelerators with in-built world best technological and

business practices

• flexible and adaptable, and it can be customized to meet

the demands of various businesses.