© 2013 IBM Corporation

Problem solving in 2013 – coop@home– insights and future outlook

Ellen Brasse, coop@home

Leiterin Marketing und Verkauf

André Cassal, IBMSales Lead Smarter Commerce SWG

May 7, 2013

© 2013 IBM Corporation

coop@home context: IBM SmarterCommerce

2

Buy

Adaptive

procurement

and optimized

supply chain

MarketTargeted and

personalized

marketing

across all

channels

ServiceAnticipate

behavior and

deliver flawless

customer

service

Sell Seamless

cross-channel

customer

experience

MarketBuy

Service Sell

© 2013 IBM Corporation

Positioning of IBM solution featured in coop@home presentation

3

Procurement/Sourcing/Supply Chain Management

Customer Service and Interaction/

Case ManagementCross Channel Selling/

Order Management & Fulfillment

Buy

Customer Awareness & Analytics/Cross Channel Marketing

Marketing

Performance Optimization

Customer Shopping Insight

Price / Promotion

Optimization

Cross Channel Campaign

Management

Digital Marketing

Optimization

Marketing Integration &

Optimization

Cross ChannelConsumer Insight

Real-time

Marketing

Customer

Analytics & Segmentation

Interaction History & Attribution

Web & Social Analytics

Customer

Experience Management

Marketing

Service Sell

IBM Tealeaf

http://www.tealeaf.com/

© 2013 IBM Corporation

Introducing Ellen Brasse, Leiterin Marketing und Sales, coop@home

• Ellen Brasse took over as coop@home's head of Marketing in the spring of 2010 and has

since led the business development of the web shop, mobile and tablet apps, as well as

customer care.

• Prior to joining Coop Genossenschaft, she worked for Orange Communications - building,

launching and running several successful MVNOs, including CoopMobile.

• Ellen has an extensive background in ecommerce strategy, having worked with

Cambridge Technology Partners for several years following her move from the United

States in 1999 upon completing her International MBA at USC’s Moore School of

Business.

4

© 2013 IBM Corporation

Ellen BrasseEllen Brasse

Problem solving strategies 2013:coop@home – Insights & Future Outlook

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© 2013 IBM Corporation

Why Leshop vs coop@home?

•• I also shop at MigrosI also shop at Migros

•• coop@home doesn't sell Migros productscoop@home doesn't sell Migros products

•• Leshop has more sales items than coop@homeLeshop has more sales items than coop@home

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© 2013 IBM Corporation

Problem solving steps

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© 2013 IBM Corporation

Problem classes

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Development of creative problem solving

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© 2013 IBM Corporation

Make space

Set up automated solutions for presented problems and

use tools to find the solution for discovered.

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Reformulate the problem

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© 2013 IBM Corporation

Learn from others

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© 2013 IBM Corporation

Take risks & embrace failure

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© 2013 IBM Corporation

Dive into the unknown

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© 2013 IBM Corporation

The problems of the world cannot possibly be solved by

skeptics or cynics whose horizons are limited by obvious

realities. We need men and women who can dream of

things that never were. John F. Kennedy©COPYRIGHT NATIONAL GEOGRAPHIC SOCIETY. ALL RIGHTS RESERVED