Delivering an End-to-End Sales Experience for Food · Delivering an End-to-End Sales Experience for Food Sambit Dutta Friday, ... Manufacturing and Supply Chain will stay in JDE 9.2

Delivering an End-to-End

Sales Experience for Food

Sambit Dutta

Friday, May 12th

©2017 PROS, Inc. All rights reserved. Confidential and Proprietary.2

Sambit Dutta

Senior Director, IT Development & Enterprise

Architecture

Overall leader of the IT development and Enterprise

Architecture at Land O' Lakes. Responsible for driving

Innovation, IT strategy and IT enabled Business

Transformation opportunities across the company.

Currently working with senior executives and CIO to

drive adoption of key technologies like Big Data,

advanced analytics, enterprise mobility, digital

marketing and cloud migration.


Land O’Lakes, Inc. Overview

#203Fortune 500

50States

10,000Employees

290U.S. Facilities

60+Countries

3rd LargestFarmer-Owned Cooperative


Winfield United

Ag Services, Crop Inputs

and Precision Agriculture

Purina

Animal Nutrition and Feed

Land O’Lakes

Dairy Foods and

Ingredients

We operate four diversified agribusinesses,

driven by insights & innovation

Land O’Lakes Sustain

Sustainability


In 2015 Our Feed Business Faced

Significant Challenges

Stagnating Financial Metrics

• Core ERP 15 Year old and heavily customized

• Formulation System heavily customized and unable to take

advantage of standard functionality

• Ageing Customer facing applications

• VFD and FSMA

• Lot Trace and Track with Bar Code Scanning

• 5 year stagnating top and bottom line

• Dealer Channel vs Big Box RetailFundamental Shifts in

Customer Channels

Impending Changes in

Regulatory Environment

Complex and Ageing

Systems Architecture


Feed Revitalization Objectives and Initiatives

The Revitalization Initiatives will prioritize five

key programs to deliver the capabilities we

need to run the business.

Feed Customer Experience Management

Core ERP

Price Management

Formulation Upgrade

Lot Trace and Track


Inability to Help

Dealers Sell More

• 1:1 Marketing

capabilities

• B2B2C selling models

• Digital Coupon

integrated with

marketing campaigns

Key Challenges With Our Current

Dealer Experience

Complexity of

Doing Business

• Too many manual

touchpoints.

• Inconsistent experience

across channels.

• Timeliness of information.

Lack of

System Capabilities

• Pricing: Cost to Serve

• Targeted Promotions

• Upsell / crossell

• Marketing & Product

Information

• 15 year old custom ERP


Drive revenue growth and profitability through improved

customer experience and price management.

Substantially improve Purina

customer experience.

Utilize customer service tools

to enhance service and

drive up-sell and cross-sell.

Integrate digital marketing

and sales capabilities.

Realize cost-to-serve

benefits.


• Customer facing processes like Online Order Entry, Self Service and Pricing will move to the cloud

• Backend functions will migrate to a cloud based corporate shared services

• Inventory, Manufacturing and Supply Chain will stay in JDE 9.2 (upgraded from Xe) until there are

cloud alternatives

How PROS and Cloudcraze fits in our broader

Cloud First Application Strategy

1Customer Facing

(Order Mgmt, Pricing)

2Manufacturing, Inventory

& Supply Chain

3Finance, MDM, Procurement

Feed ERP XE

Cloudcraze

JDE 9.2

Oracle

Fusion

PROS

SalesForce ServiceCloud

Cloud Oriented Best of Breed

eCommerceCustomer

Service

Price Setting,

Price

Optimization

Inventory

Allocation, Pricing

Execution

Manufacturing,

Inventory &

Supply Chain

Finance, MDM,

Procurement

Cloud based

customer

facing

Upgrade; Add

bar code

scanning

Corporate

Shared

Services


Purina DX Architecture: Customer Experience Management with PROS, Cloudcraze

and SalesForce Technologies

Web service calls from Cloudcraze to

PROS that would trigger business rules communication to

pricing and discounts.

PricingPRO

Control

SellingPROeCommerce

PROS Configurator

Integration Layer


Commerce with Price Optimization Scenarios

Next best action based on machine

Learning

Omni-Channel dynamic pricing

Solutioning with advanced configuration

Omni-Channel Global Price Waterfall

Algorithmic Product Recommendation &

Basket MixChannel-specific pricing


Proposed Business Capability Map

E-Commerce Themes

Enrollment & Profile Mgmt

Product Data & Management

Merchandising Product Pricing Cart CheckoutContact

Center/CRMOrder Management

Reporting & Analytics

Pilot Scope

Online Account Registration

Product Setup & Attributes

Basic Promotion Setup

Up Sell (Pallet)Create/Update

PricingManage Cart

Product Availability& Lead

Time

CollaborativeBrowsing

Create Orders Search OrdersReports &

Dashboards (OOB)

User ProfileManagement

Product Hierarchy

Cross SellPromotion

CodesDynamic/

Contract PricingCart

Display/ContentAddress Book Contact Us

Re-Order Past Orders

Order Status/Upadtes

Account Hierarchy

Customer Specific Catalog

Promo Notifications

Order Level Discounts

Customer Pricing

Save CartShipping &

Delivery MethodsOrder Suggestions&

NotificationsAmend Orders My Orders

Contacts Product SearchStacked

PromotionsProduct

PromotionsQuick Item Entry Purchase Order

Header/Footer Product TypesAuto Apply Promotions

Account Promotions

Sort CartOrder Summary & Confirmation

Product Detail Split CartsPrivacy Policy &

Terms/Conditions

Future Releases Scope

Product Advanced

Search

Create/Update Pricing (Real-time

loads)

Floor Stock ListAdvanced

Shipping MethodsCSR Order Entry

Price

Adjustments

Amend Orders

w/Promos

Sales/Order

Reporting

Product Recommendation

Cart Abandon Notification

Advanced DeckScheduling

Age Old Inventory

InvoiceOrder Upload &

DownloadWeb Analytics

Product Detail (VIP)

Promo Codes Click to ChatOrder

Mgmt(Credits)Direct Ship

orders

Help & FAQsSupport EDI

Orders

Sign Up Browse Evaluate Buy Service/Maintain


PROS and Cloudcraze

• Cloud based and hence aligns with our Cloud first

strategy

• Best of Breed: Price Analytics and Optimization

• Time to Value

• Really engaged partner who is committed to make our

program successful

• Cloud based and hence aligns with our Cloud first

strategy

• Best native SalesForce platform based B2B offering, offers

similar functionality when compared with top offerings

• Time to Value• Really engaged partner who is committed to make our

program successful


We Believe in Feeding Human Progress

Documents

Delivering an End-to-End Sales Experience for Food · Delivering an End-to-End Sales Experience for Food Sambit Dutta Friday, ... Manufacturing and Supply Chain will stay in JDE 9.2