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Project “APOLLO”Delivering business value through co-innovation
SAP Consumer Mobile Solution for CP‘s and RetailersInform and Influence Consumer at the Point of Decision
Moscow, RussiaSept 9, 2011
SAP Consumer Mobile Solution Inform and Influence Consumers at the point of Decision
Mobile Phones poised to transform consumer everyday activities. Consumer sees shopping as the most attractive starting point.
Key to value proposition to consumer and retailers is personalization and real-time capability
Tremendous interest from retailers and consumer product companies (CP) in precision retailing vision
SAP uniquely qualified based on market footprint, rich product/technology portfolio and new consumer-centric corporate strategy
Apollo’s objective is to demonstrate value of precision retailing by leveraging SAP’s assets to deliver solution as a service.
Short time-to-market through co-innovation and full scale market pilots with industry leaders.
SAP Consumer Mobile Solution: An enterprise application designed for one-to-one interaction
Consumer Retailers & CP’s
Apollo Marketing Management Platform:
An on-demand solution to deliver targeted information in real-time
to the consumer before a purchasing decision is made
CRM ERP BI
A Personal Shopping Assistant
A Marketing Platform to Inform, Influence & Analyze
LEGACY SYSTEMS & NEW SERVICES
POS
Real-Time, Personalized Service
1 - Understand Consumer Shopping Context: Who, What, Where, When
2 -Send product & availability info and personalized special offers to consumers under an optimized format
RTOM PMR
AP
OLL
O
High Level ArchitectureDelivering Real-Time Multichannel Interactions
© SAP 2010 / Page 4
Designed to deliver coordinated interactions with the consumer in three steps.
Extract Consumer Context in Real Time
Access Relevant Content
from Legacy
Systems
Deliver Information
under optimized consumer experience
Personal Shopping Assistant
Assisted Selling
Self Scanning eCommerce Kiosk
Consumer Profile- CRM profile- Loyalty status- Consumer Preferences- Purchase history
Product Information- Product Characteristics- Marketing Description- Quality Data- Multi-media Information- Merchandizing- Product Suggestions- Product Availability
Promotion Portfolio- Campaign Management- Customer Segmentation- Offer characteristic- Rules & Conditions
Apollo Content Management Server(matches consumer context and channel to back office data, in real time)
Interactive POS
1
2
3
Casino Group – Initial Consumer Use-casePrecision Retailing
Real-time Suggestions
&Special Offers
Location(Inventory & Promotions)
CRM Profile(Loyalty Status)
Consumer Lifestyle Choices
3 opportunities for Casino to influence consumers before they reach check-out.
Casino Data
Apollo Consumer
Mobile Solution
Drives DrivesDrives
• Personalized• Real Time
Targeted Special Offers
Optimized Shopping List
Up-Sell & Cross-Sell
Initial Consumer Use-CaseThe Starting Point of Your Real-Time Digital Marketing Strategy
Needs Aspirations Features
Consumer CP Retailer
Technology UI Design Data
Op Impact Cost/Resources
Analyze Demand
Evaluate Value
Assess Challenge
Evaluate
Initial Consumer Scenario
© SAP 2010 / Global Business Incubator / Page 6
SAP Consumer Mobile Solution Breaking new ground
© SAP 2010 / Global Business Incubator / Page 7
The retail industry is entering a new era as consumers expect a new experience: multichannel, real-time and personalization are key
Mobile phones represent a disruptive force that create a unique opportunities for retailers and CP’s to inform and influence.
SAP uniquely qualified based on rich product/technology portfolio and new consumer-centric corporate strategy
We encourage you to engage with the SAP team and discuss your needs
© SAP 2007 / Page 8
Thank you!
Herve Pluche
Vice PresidentProject “APOLLO”Consumer Mobile Solution for CP’s & Retailers
SAP3420 Hillview Ave Palo Alto, CA 94304 T +1 650-276-9149F +1 650-494-5683E [email protected]