Embed Size (px)
Citation preview
POINT OF VIEWE-COMMERCE
GETTING AHEAD OF THE COMPETITIONVISION FOR 2017 AND SPAIN
BACKGROUND
1
… BUT THERE IS ROOM FOR IMPROVEMENT
The top 5 pain points of ecommerce Mobile 500 The State of Marketing Data The commerce of things The big data mistake in IoT
$4T abandoned carts.
63% potentially
recoverable (but no action with those customers).2
015
Only 10-7% of B2B buyers
likes to shop on e-mail or social campaigns (62% email rank as
“Questionable” at best). Personalized emails reaches
10% higher conversion rates and 14% higher click-thru rate.
55% of users consider a
frustrating mobile experience hurts their opinion of a brand.
At the ending of 2014, only 20% of 500 top retailers had a
responsive design.
For now, some companies are
closest to the internet of Data than to the Internet of Things. Only
about 14% of small and medium-
size business use IoT and more
than half of IoT designers are hobbysts or explorers.
2000 2005 2010 2015 20201995
COMMERCE
EVERYWHERE
ECOMMERCE IS EVOLVING…
B2B / B2B2C
> $1T in US (12.1% ) of
all B2B sales in the US
Mobile / Social
Mobile commerce 50%of online sales.
Connected
Full interconnected, commerce into
everyday interactions (vehicles, tv, appliances…).
IoT market $1,7T in US
B2C
Total retail sales worldwide
$27T (14,6%)2020
GOOD FUTURE ...
European B2C E-commerce Report 2016
THERE IS A BIG OPPORTUNITY FOR SPAIN
The B2C European e-market is growing consistently…
246290
354402
455510
0
100
200
300
400
500
600
2011 2012 2013 2014 2015 2016 (F)
EUROPEAN B2C E-COMMERCE SALESTotal online sales of goods and services in Europe, in billions of euros, 2011 - 2016 (forecasted)
Average spending per Shopper in EU
€1,540
Spain is far away of average in B2C share and average spending … big opportunity!
TOP COUNTRIES SHARE OF EUROPEAN B2C E-COMMERCE MARKETShare of European B2C e-commerce market, 2015
UK
33%
FRANCE
14%
GERMANY
13%
SPAIN
4%
KEY STATS
People are e-shoppers (296mn)
43% Share of e-commerce in GDP
2.6% KEY STATS
Average spending per Shopper in Spain
€1,089Average spending per
Shopper in the UK
€3,600
TRENDS AND
CHALLENGES
2
SO WHERE’S THE MARKET ORBITING?
Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | 7
B2ME
B2B, B2C, B2B2C?Flash sales
Multidevice Customer
Centric
Augmented
reality
Internet of
Things
Faster & free
shipping
Long tailMultipayment
Options
Artificial
Intelligence
Black Friday, Cyber
Monday or Singles
Day sold US$19B in
2015 (China and US).
51% of sales from
top markets are
done using
multiple devices.
This is the new battlefield.
By 2020, customer
experience will overtake
price and product as the
key brand differentiator.
96% of ecommerce stores
offer same day or next day
delivery. Amazon has
changed logistics and
customer expectations
50% of online shoppers
will left if their preferred
payment method is not
available.
Customers are
looking for sites they
can trust, and can
make all their
purchases
40% of customers would
be willing to pay more for
a product if they could
experience it through
augmented reality.
We have chat bots managing
our phones, customer
services or marketing
campaigns yet, but by 2020
85% of customer
interactions will be managed
without a human. The AI
market will reach US$ 36,8B
in 2025
By 2020, the number of
connected objects would
reach a volume of 26B,
which means we’ll have 5
connected things for each
smartphone user
SEVERAL
BARRIERS TO
CROSS OR
BREAK
Perceived customers
barriers for buying over
internet
Physical
Store or In PersonPreference
Payment
SecurityConcerns
Privacy
Concerns
Trust
Receiving Goods
Trust
ReturningGoods
Lack Skill
orKnowledge
Delivery
Times
Credit Card
for Internet
Global Pain Points B2C Pain Points B2B Pain Points
Find
GuaranteeInfo
Service
Quality
Foreign
Seller
Fraud
Resistance
toChange
System
Stability
System
Complexity
Bad
Support
Performance
Issues
Use
OnlineOptions
Maturity
MAIN BARRIERS OR CHALLENGES
LEARNING FROM THE
LEADERS IN
GALACTIC
CUSTOMER JOURNEY
3
THE PASSENGER
JOE DOE
90%
Smart Tv
Tablet
Laptop
Smartphone
Social networks active user
DIGITAL LEVEL
Married with childrenEngineer
Age
35 years
Connected home
Connected car
SO LET’S START…
2
1 4
2
3
5
Awareness
Discover
Ordering process
Shipping and delivery
Experience
…THE GALACTIC CUSTOMER JOURNEY
AWARENESS(Inspirations, needs)
1DISCOVER(Research,
Consideration)
ORDERING PROCESS
(Decision and purchase)
2 3PRODUCT SHIPPING
& DELIVERY
EXPERIENCE(Sentiments, Sharing or
refunding)
4 5
Build confidence
Use analytics and big data
Guide the journey
Keep it confident
Simplify it
Estimate delivery time
Offer a limitless payment
experienceOffer inverted logistic
Strengthen customer
loyaltyGive customers tracking
information
Have a free and high
quality delivery method
Maintain an excellent
customer service policyCreate a complete
customer experience
Build emotional
engagement
Subscribe
Price Quote
Compare
Register
Track
Pay
OrderConsider
ReadResearch
Down
load
Share
RateInquire
Use technology for your
advantage
Search
Watch
Inspire your customers
Be attractive
Be relevant
NO ONE KNOWS EXACTLY
HOW THE FUTURE WILL BE
BUT WE CAN LEARN FROM
THE SPACE RACE LEADERS
AMAZON
2º
ZALANDO
1º
APPLE
3º
Creation Date: 2008
Country: Germany
Online store launching: 2008
Started selling: Shoes
Now sells: 1500 fashion brands
Selling in: 15 countries
Online sales 2014 (US$M): $2.943
Creation Date: 1994
Country: US
Online store launching: 19951
Started selling: Books
Now sells: up to 353M2 products
(690.000 brands)
Selling in: 180 countries
Online sales 2014 (US$M): $70.080
Creation Date: 1976
Country: US
Online store launching: 1997
Started as: computer
manufacturing
Now selling: +30 products3
Selling in: 41 countries
Online sales 2014 (US$M): $20.600
INSPIRATIONAL RACERS
Internet Retailer’s Top 500 Guide Zalando w ebsite The Amazon History Amazon w ebsite Amazon products The Apple History The Slow Evolution of Apple's Online
Store
Do you want to see the space race?
ZALANDO
Zalando’s look and feel is quite similar to a
fashion mag. Is not just the appearance but the
items description, the structure and the topics of
the site (looks of the week, trendy, street style)
sounding like a Vogue review. 60% of Zalando’s
visits come from women while working. Just like
Vogue ones.
FASHION MAGAZINE STYLE
Not just a clothe, but the
complete look could be
buyed in Zalando. They
will suggest you complete
outfits sorted by styles,
budgets, season… Cross
selling could be a must for
the sellers and a valuable
service for the customers.
SHOP THE LOOK
A FASHION BLOGGER IN YOUTUBE
Zalando didn’t miss the fashion bloggers
trend and use it in their Youtube Channel,
where you’ll also find tutorial videos,
mannequin challenges or yoga classes for
everyone.
…AND A PERSONAL SHOPPER IN WHATSAPP
Shoppers can talk with 200
fashion stylists for free
advice. Based on a
questionnaire and a
conversation on WhatsApp,
they’ll receive a box of up to
12 items to try on at home.
ZALANDO
CATCH YOUR OUTFIT EVERYWHERE
Customers are going beyond the standalone web shop
to the real life with Zalandos app. They can use their
mobile phone cam to take pictures of clothes they’d like
to have. Based on this image the Zalando app will
propose them a set of outfits similar to the one just seen.
Also, customers can use a barcode scanner to search
one particular clothe.
DELIVERY AND RETURNS POLICY
EMPOWERING CUSTOMER LOYALTY
The brand will gift you an
item from your wish list or a
ticket to a concert if
necessary. Incentives works
and helps to discover
customers preferences.
It is easy to feel impatient while the purchasing
process, but Zalando’s app keep it quick and
simply. It will show you how many steps takes to
complete your order, estimates the delivery time
and allows you to receive the order in a postal
point if you want to.
ARE WE GOING TO BE HERE FOR A LONG TIME?
Delivery and returns are in
the top priorities for
customers shopping. Due to
that, Zalando offers 100
days return policy and a
consistent delivery and
inverted logistic system
without cost for customers.
They policies receives great
comments from users.
ZALANDO
AWARENESS(Inspirations, needs)
1DISCOVER(Research,
Consideration)
ORDERING PROCESS
(Decision and purchase)
2 3PRODUCT SHIPPING
& DELIVERY
EXPERIENCE(Sentiments, Sharing or
refunding)
4 5
Inspirational selections
(street styles, trendy, tops)
Two blogs and engaging
fashion contents
Fashion magazine
look and feel
Stylists comments on the
clothes selections
1500 brands catalogue
Suggestions sorted by
style (“goes with”)
Student discount
Wish List
Quick and easy address
corrector
App and website to
purchase in 4 steps
5 payment methods
(including cash delivery)
Long return term (100
days)
Free delivery (2-4 days)
Items quick preview
Fast load (1,2
seconds)
Personal shopper on
your WhatsApp
App to catch up street
styles by taking a photo
Express delivery option
(next day before 12:00)
Pick up your order from a
post office point
Estimated delivery
time while ordering
Track your items from the
very first moment
Subscriptions by
specific brands
Comments / rates
programs, including a
special rate to items size
Special discounts for
subscriptions
Contests and loyalty
programs
AMAZON
Amazon app can use your mobile
phone cam to find the product you
are looking for. It is specially useful
to search books, music or any kind
of devices with a bar code.
SCAN IT
SAMPLES
Customers can listen or read a
free sample of music or books
they’re interested.
Forget what you were looking for?
Don’t worry, your browsing history
is save and at one click. Also, you
can edit it.
BROWSING HISTORY
35% of Amazon’s revenue is generated by its recommendation
engine. The brand uses a mix of on-site and email recommendations
from “you may also like” to “frequently bought together”.
RECOMMENDATIONS
1-CLICK PATENT
In 1999, Amazon patented
the one-click buying button,
a single invention that
allows customer to buy
without install any software
and in one easy step. Now
it is a must.
AMAZON
Amazon will send you a drone
if necessary. With the new
service Prime Air launched in
2016, they’d be capable to
deliver orders in 30 minutes.
INMEDIATLY
GROCERY STORE
Amazon Go is the app that
allows customers to buy
grocery essentials and
ready-made meals in a
physical store by using their
mobile phones. Check in is
done by the mobile phone
and grabbed items are
automatically tracked.
The Amazon Mayday button was
launched for their tablets
operating 24x7 all year. If a user
requests the Mayday help he will
speak to a tech advisor via a one-
way video chat to solve a
technical issue or to learn about
the device features.
MAYDAY BUTTON
Amazon Echo is a hands-free
voiced controlled device that
allows users to access services
such information, music or goods
using voice commands. It is
integrated with home appliance
like tv or lights. And of course, it is
connected to ecommerce.
Customers can re order products
by simply requesting it.
INTERNET OF THINGS
APPLE
Apple’s online assistant attends customers
with a very approachable touch and from the
very first moment. It is quick and easy to
use. And if you want to the brand will send
you a copy of the chat at your mail.
ONLINE ASSISTANT
PERSONALIZE YOUR IPAD
If you are buying an iPad, you can make it a unique piece by engraving the
message you’d like on the back. It is a free service.
INSPIRATION IS THE KEY
Apple’s look and feel is a dream of
inspirational marketing. Take a look at their
website and you’ll want all of their products. If
that’s not enough, they are experts launching
their products. No one can’t hide from the
latest iPhone.
COMMUNITIES
There’s a long list of communities to support
users having problems to use their devices.
Also, the brand has free resources for
teachers and students. The next Apple
generation is growing.
APPLE
TROUBLES MAKING A DECISION?
Deciding always has been a pain
point for users. Apple offers them
a comparison tool to between
similar featured products.
GUESS CHECKOUT
No registration needed to
purchase a product. Again,
that’s an excellent option to
avoid customer pain points.
Credit Lines are available for
any customer online and in
stores. Even if you are buying to
a reseller, Apple will offer you
excellent financial options.
CREDIT LINES
CROSS SELLING STRATEGY
When purchase process,
customers will be invited to buy
complements for the devices they
are shopping.
HOW THE
GALACTIC
JOURNEY IS SEEN
IN ACCENTURE?
5
WHEN CUSTOMER INTERACTIONS ARE
DIVERSE…
Download ScheduleReplenish
ConsiderRenew
Specify
Authorize
Purchase
CompareSubscribe
Track
Price
Shop
Reserve
Search
Order
Book
Register
Quote
Customize
ConfigureBrowse
Inquire
Research
Ask
…AND EVEN VOCABULARY IS CHANGING
FROM TO
Platform Based Capabilities
Technology Led
Individual Transaction
Loyalty
Art
IT Controlled
License
Solution Based Capabilities
Customer Led
Lifetime Value
Affinity
Data and Science
Self Enabled
Subscription
27
quan-tum com-merce (qCommerce)
Noun
The Accenture branch of commerce that ORCHESTRATES the dynamics
of MICRO-SERVICES AND APIs, incorporating the concepts and
application of ANALYTICS, DESIGN PATTERNS, and future state
uncertainty through CONTINUOUS TESTING AND LEARNING.
GROWTH AGILE FUTURE PROOF ADAPTIVE
quan-tum me-chan-ics
Noun
The branch of mechanics that deal with the mathematical description of the motion and interaction of subatomic particles, incorporating the concepts of quantization of
energy, wave-particle duality, the uncertainty principle, and the correspondence principle.
com-merce
Noun
1 : social intercourse : interchange of ideas, opinions, or sentiments. 2 : the exchange or buying and selling of commodities on a large scale involving transportation from
place to place.
A NEW APPROACH IS REQUIRED AND OUR
ANSWER IS …
28
Q-COMMERCE ALLOWS ADDING VALUE IN
EVERY CUSTOMER MOMENTUM
2.- Companies with mature monolytic eCommercereaching scalability limits
3.- Companies going to new markets NOW that need very rapid time-to-market
Base Cloud
platformComplementary available
MicroServices
+
1.- Companies with mature monolytic eCommercethat are slow in deploying new services
Available MicroServices+
Own MicroServices
4.- Companies thinking strategically and aiming to have high flexibility and scalability in 2-3 years
while securing coexistence with current systems
Iterative releases per domain decoupling
features and linking Microservices
Mic
rose
rvic
es
De
velo
pe
d
Vision with the
services to develop
NEW COMMERCE NEEDS AN ECOSYSTEM
COMMERCE IS THE
REASON WHY WE DO
DIGITAL
MARKETING, DESIGN,
ANALYTICS, AND
CONTENT ARE HOW WE
DO IT
UNILEVER success
with hybris
B2B Order Processing
6
BACKGROUND ON ORDERING PROCESS
Very different situation in each country
A lot of “channels” to enter orders: EDI, Calls, Fax, Paper, eMail, Salesmen visit, etc.
Most of the customer services calls were related to order status
Long time to market to enable new processes or promotions
Lack of flexibility in the countries
Enable a global B2B system with a portal for customers that allows direct ordering, allows promotions, provides tracking information and enables local business units the flexibility to enable new processes, new promotions, personalization, test new business models, expand catalogs, etc.
... In short, the ordering process was very costly, specially in those business lines or countries having less concentrated and smaller customers.
SAP hybris B2B commerce accelerator
WEB ORDERING PROJECT HIGHLIGHTS
FIRST O2C Project on cloud using SAP Hybris 5.7
FIRST pilot with Mulesoft(Adaptive integration)
Continuous deployment integration implemented: DevOps
DevOps setup hosted on Amazon Web Services
Project delivered using Agile Methodology
Design and architecture endorsed by SAP EXPERTS
APPLICATION OVERVIEW
B2B
Accelerator
MulesoftSAP Event
Management
SAP PI
DEVOPS tools on AWS
(Jenkins, Gerrit, LDAP,
Nexus, Sonar)
V
P
N
V
P
N
Contact
Information
Customer,
Product,
Price Info
Order history
Details
SAP CRM
SAP Data
Hub
Customer
SAP ECC
Web Ordering Portal
Login
Homepage
Select products
Checkout
Review Order
Order Placed
1
2
3
4
5
6
Reusable Technology
Faster reaction to business priorities
Technical expertise built in-
house
TECHNOLOGY IS ENABLING BUSINESS
Digital Everything to Turbocharge growth
Development and Operations are being managed by the same
dedicated team
Agile Methodology offered agility to deliver maximum business
requirements
Hybris Platform is ready to support business priorities like OMS, mobility, cash application
COUNTRY FEEDBACK AND ADDITIONAL
BENEFITS
With the email confirmationcustomers are able to keep a
record of their orders
Customers are finding the site easy to navigate and convenient
to place orders
Customers are finding it quickerto place orders using the re-order
features
Customers are downloading the pack images for their own
promotional material to customers
Customers are really happy with the images as it is much easier to
find products they are after
EN RESUMEN
Alcance• Implementación de hybris commerce end-to-end: UX Design, Build, Test,
Rollout Support and Application Support
User Experience• User experience realizada por Accenture (offshore) basada en el template
B2B Accelerator de hybris
Características relevantes del proyecto:• Start small, scale fast – Complejidad creciente en cada release• Punto de partida: Accelerador hybris (B2B en este caso) y maximización del
OOTB• 5 instancias de SAP diferentes a conectar con el mismo sistema de hybris
Unilever• Food solutions• Multi-business
Equipo Accenture Equipo Cliente
• Analisis y Diseño por parte de Digital Netherlands y CG&S España
• Desarrollo, Mantenimiento y UX porparte de India Delivery Center
• Soporte Digital España para hybrisdata hub
• Expertos SAP• Desde IT Corporativo: project
management y especialistas SAP• Desde Business Group: Marketing,
Sales, Business users yApplicaciones IT
7
KEY TAKEAWAYS
1.- THERE IS A HUGE OPPORTUNITY OF GROWTH
IN SPAIN AND B2B WILL GROW MORE THAN B2C
2.- NO ONE KNOWS THE FUTURE BUT IT WILL BE
DOMINATED BY CONSUMERS AND IT WILL
DEMAND OPENESS, AGILITY AND FLEXIBILITY …
THAT IS QUANTUM COMMERCE
3.- THE JOURNEY IS YOURS BUT ACCENTURE IS
THE RIGHT PARTNER TO GO WITH YOU
42
THANK YOU!
Accenture Digital Delivery
eCommerce Lead for Iberia+34 606 459 849
@joanlopezsanche
https://www.linkedin.com/in/joanlopezsanchez
