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f17 Make and Keep the Customer Promise!
JIM BARNES, CEO, Enspire Commerce
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Customer Promise!Presenter: Jim Barnes, CEO of Enspire Commerce
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Keeping the Promises You MakeDear Retailer:
I’d like this item, with these attributes, available in this channel and in my hands when I need it, exactly how I
ordered it. Please make the entire process easy, seamless, convenient and fast regardless of channel, even
if I want to return your item. I don’t want to be treated like a transaction. I am not an order; I am a person.
Communicate and interact with me accordingly. Know my preferences and order history and be able to
locate an item for me, whether I am in the store, online or talking to your call center reps. I have lots of
shopping options so every interaction counts. I want to feel like you see me and that I matter to you. Can
you promise me you will deliver against my expectations? If you keep your promise, I will likely be back!
Sincerely,
Your customer
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COMMUNITY \\ EFFICIENCY \\ PRODUCTIVITY \\ INTIMACY \\
COLLABORATION \\ SHARING \\ SECURITY \\ PRIVACY \\
OPENNESS
CUSTOMERS WANT
1.
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Less Conversion, but More Converts
• The purpose of retail will no longer be to solely convert every customer into a buyer
of goods but rather transform them into disciples of the brand itself.
• To begin a relationship – a dialogue that may play out in any number of buying
channels; online, in-store, mobile or elsewhere.
• It doesn’t matter where purchases take place. What matters is that the consumer
falls in LOVE with the brand and shares that love with others. The store maintains
the potential to be that emotional center of gravity for the brand.
SOURCE: Retail Prophet – Doug Stephens
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EXPERIENCED INNOVATORS \\ PLATFORM\\ TIME TO VALUE \\
LEVEL 1 PARTNERSHIP \\ ACCOUNTABILITY \\ CLOUD \\ SECURE
DATA \\ SCALEABLE \\ AGILE
YOU WANT
2.
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Conceptual vs. Experienced Innovators
Conceptual Innovators:
• Formulate big ideas
• Sprinters
• Quick theory to execution
• Conceptual breakthroughs occur early on. However, they
become less original once they are entrenched in conventional ways of
approaching problems
• Tend to generate original ideas early but risk copying themselves
Source: Adam Grant “Originals”
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Conceptual vs. Experienced Innovators
Experienced Innovators
• Solve problems through trial and error - learn as they
go
• Work on a particular problem
• Marathoners
• Solutions take longer but prove to be more renewable
• Instead of reproducing past ideas, they experiment
and continue discovering new ideas
Source: Adam Grant “Originals”
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Unified Commerce Path to Purchase
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Actual Retailer Architecture
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POSBeanstore
Hold Schema
SM ProcHP
Item, Payment & Shipment
Transactions
Sales Audit(POS)Customer
Service(Web)
New or Updated Transaction
BusWeb Service Calls
Credit Auth
HHG.AX Tables(Inventory)
Inventory
Order Schema
HHG.RT Tables
All Trans C & D Trans
KioskWeb Service
I2 Line ItemCart #
Spec Order
Check Authorization
Log-inModel/ Sku
Payment Switch(ACI)
Auth #
Trans Data
Trans Data
POS
Installs (DOLI)
Install Detail A/ R Detail
Error
HHG.?? Tables(GL)SM Post
Posting
Oracle Financials
Sales & Inventory Entries
HHG.AX Tables(A/ R Cust Tables)
A/ R Trans
A/ RTrans
EDWTD WH
Teradata
All Inventory &Related TransSales
TransData
Sales
Cust. Balance
A/ RCommercial
Account
HHG.AX Tables
Prepaid Cards (Incomm)
Gift Cards(HP)
Avail.
DL Proc
Credit Card Trigger Record
Order Model(check for accuracy)
XML3
IBM Web Queue
CDB(server)
XML3 Integration
ActivationCode
Delivery Invoice
CompletedOrders
Look-up Schema- Pricing- Item
- Customers
SalesmanEmployee Info
Employee Look-up
SAFTOR(ACI)
HH GreggInternal
Activation
Auth #
GE CardsAuth #
SAFTOR
XML1
ADP Tax
Fix B
Vista Plus Sales
Management Fix B
Fix B
Fix B
Delivery
Delivery Capacities
Build Inventory
Item
HHG.AM Tables(Delivery)
Actual Retailer Architecture
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3.
DIGIBABBLE
THE USE OR CONNOTATION OF THE
WORD DIGITAL OR ANY OF ITS
CONCEPTUALLY ASSOCIATED
DERIVATIVES.
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DIGITAL IS EVERYTHING,
BUT NOT EVERYTHING IS DIGITAL
DAVID [email protected]
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1
Is this really your Answer to beating Amazon?
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Is this really Amazon’s answer to beating you?
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Brick and Mortar is Not Going Anywhere
• The physical store is rising in importance because of digital.
The ability to buy online and pick up in the store has retailers
using the stores as fulfillment centers.
• After all, 94 percent of total retail sales are still generated at
brick and mortar stores, according to data from market
research firm eMarketer.
• In the end, online shopping fosters a purchaser’s purchasing
habits while brick and mortar supports a purchaser’s
purchasing decision.
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Brick and Mortar is Not Going Anywhere
• 79.7 percent of all U.S. shoppers prefer going to a store “because I can touch and feel
the product.”
• 73.5 percent prefer to shop at a store rather than online because “I am more confident
that I am buying the right thing.”
• Only 8.9 percent say that they often “buy something online using a mobile device.”
• Only 5.2 percent often “pay for a purchase in a store with Apple Pay, PayPal, Google
Wallet or other ‘digital wallet’.
• Even with Starbucks, only 3.4 percent say that they often use the Starbucks App to
pay.
Source: Y&R Buyer Shopping Guide
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4.
HOW TO UNIFY
TECHNOLOGY IS EVERYTHING, BUT
NOT EVERYTHING IS TECHNOLOGY.
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Impact of Not Being UnifiedEach year, U.S. businesses alone lose more than $41 billion in sales
because of bad customer service.
*Source (NewVoiceMedia)
• After a positive customer experience, 69 percent of Americans would recommend
that company to others.*
• Following a negative customer experience, 58 percent of Americans would never
use that company again.*
• On average, loyal customers are worth up to ten times as much as their first
purchase.*
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Customer Engagement
Platform
E-CommerceB2B Integration
OrderManagement
Point of SaleProduct Information Management
What Is Going on in the World of Unified Commerce?
Key Platform Features:
1. Multiple Order Capture Channels
2. Single Version of the Truth:
• Item
• Order
• Customer
3. Fully Integrated
4. Distributed Fulfillment
5. Order Appeasement and Tracking
6. Customer Tracking
7. Cloud-based for lower TCO
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It’s All About “Algorithms and Dynamic Attributes”
Algorithms Attributes
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CUSTOMER ENGAGEMENT PLATFORMM A N A G E Y O U R C O M M E R C E O N A S I N G L E P L AT F O R M
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4.
CAN YOU INTEGRATE?
TRANSLATE\\ ROUTE\\ QUE\\ SECURE\\ SCALE\\ EDIT\\
TRANSFER\\ CANONICAL\\ PROCESS
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Let’s Start with the Biggest Issue (Integrating Commerce)
com·merce the activity of buying and selling,
especially on a large scale
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Customer Engagement Platform…. Integration First
Customer/Payment Data
Item DataInventory Data
Shipment/Carrier Data
Order Data
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Let’s Put Some Context Around This
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Application vs. Integration Approach
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Omni-Channel Scenario: The ChallengeMarket Convergance Scenario
POS
/ Sto
reO
MS
WM
SVe
ndor
e-Co
mm
erce
Place Order Online
Shipment Update
Sales Order Captured
Inventory Allocation Decision
Inventory Log
Inventory Log
Receive EDI 850 / Portal
Order Routed
Vendor Drop Ship
Ship From Warehouse Notification
Ship From Store
Notification
Pick/Pack/Ship
Pick/Pack/Ship
Send EDI 846
Shipment Update
SKU 1
SKU 2
SKU 3
Holistic inventory snapshot through integration points with key systems
Customer orders 3 different SKU’s
Comm Protocols
File Formats
API XML
API, AS2, SFTP
XML, CSV, EDI
API XML
SFTP CSV
AS2 EDI
Third
Par
ty
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5.
C.I.O. is Key
CUSTOMER\\ ITEM\\ INVENTORY\\ORDER
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DO NOT FORGET ABOUT PAYMENT!!
Payment
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Managing the Order Life Cycle
1 3 5 7
2 4 6 8Item
Inventory
Customer
Order
Payment
Fulfillment
Shipment/Carrier
Integration
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Order Management Life Cycle
Order Capture
Inventory Availability
Order Routing
Order Fulfillment
Order Return
Anywhere Everywhere Anyhow Anyplace Anyplace
ANYTIME
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Buy Anywhere. Fulfill Anywhere
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Product Information Management (PIM)
A Simple Shirt or is it?
Variants:
Attributes:
Price $$
Cost $$
Payment Type
Copy/Images
Channel
Catalog (Digital/Print)
Affiliation
Item Hiearchy
Category
Category
Category
ItemMaterialCollar TypeSleeve Length
SizeColor
Promotions &Discounts
PGPrice Group
PGPrice Group
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Key OMS Functionality
• Multiple Channels
• e-Commerce, call center, marketplaces, stores, etc.
• Cross-channel order & fulfillment visibility
• Multiple Fulfillment Sources
• Leverage inventory across multiple fulfillment sources
• Warehouse(s), retail stores, vendors, 3PLs
• Intelligent Order Routing
• Distributed fulfillment/updates across warehouse(s), store(s) and vendor(s)
• Carrier parcel integration
• Internal / external integrations
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Omni-Channel Order Management
Optimally leverage inventory to deliver the ultimate customer service
• Order Routing and Orchestration
• Inventory Allocation / Reservation
• Order Maintenance / Call Center
• Drop Ship / Ship from Store / Pick up from Store
• Returns / Appeasements
• EDI / XML / Integration with Systems and External
Parties
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Point of Sales (POS) Evolution
Evolution of Point of Sale Hardware and Software have been tightly coupled in
order to process a Sales Receipt
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• Traditionally Point of Sale Software was focused on
the “sale” figuratively at the “point of sale” hence POS
• Capturing what item was sold, how muc,h and what
price
• Creating a sales receipt
• Taking payment, cash, credit, debit
• Printing a sales receipt
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Advancements are a byproduct of:
• Improve the customer experience (personalization)
• Save the “SALE” and increase conversion
• e-Commerce
• Multi or omni-channel pressure
• Hardware catching up to software
• Cloud-based vs. on premise-based deployment
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IF YOU REMEMBER NOTHING ELSE:
• IT’S ABOUT THE EXPERIENCE
• PARTNER WITH EXPERIENCED INNOVATORS
• DIGITAL IS EVERYTHING, BUT NOT EVERYTHING IS DIGITAL
• COMMERCE REQUIRES AN INTEGRATION FIRST APPROACH
• DON’T FORGET THE IMPORTANCE OF ITEM
• SINGLE PLATFORM TO UNIFY COMMERCE
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For more information:
Speaker email: [email protected]: www.enspirecommerce.com
or visit NRF Booth 4147
