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1 | Cross Channel Commerce Solution aroma aroma Software Platform Cross Channel Commerce Solution

Cross channel commerce

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Page 1: Cross channel commerce

1 | Cross Channel Commerce Solution aroma

aroma Software Platform

Cross Channel Commerce Solution

Page 2: Cross channel commerce

2 | Cross Channel Commerce Solution aroma

1. MARKET TRENDS

Towards Touchpoint Oriented Commerce

Need of Cross Channel Commerce Hubs

2. OUR SOLUTION: AROMA

Cross Channel Commerce Hub

Platform Core Features

Modules

3. YOUR BENEFITS

4. COMPANY OVERVIEW

Bertelsmann

arvato Systems

MARKET TRENDS

Page 3: Cross channel commerce

3 | Cross Channel Commerce Solution aroma

Today, shoppers expect and sellers

need to deliver a seamless customer

experience across all touchpoints

Web, mobile, store, social, print, phone…

Order online, pick up in store, return in store…

Go social while shopping

Page 4: Cross channel commerce

4 | Cross Channel Commerce Solution aroma

Customers interact with companies via numerous

touchpoints and expect an integrated service

Touchpoints

Mobile/ Tablet

PoS Brick & Mortar

Call Center

Webshop

Social Media

Market Places

Customers interact with companies via numerous touchpoints and expect an

integrated service 45% of home depot store visitors first gather information online*

> 40% of Saturn online customers pick up their products in brick and mortar stores

> 20% of customers already use their mobile phones to check prices online while shopping in brick and mortar

consumer electronics

Example of a Customer Journey

*http://www.internetretailer.com/2011/02/15/how-home-depot-provides-consistency-store-and-online

Cross Channel Oriented Customer Processes Buy anywhere, pick up and return anywhere

See what is available where and when

Consistent pricing and product information across all touchpoints

Be recognized as same customer across touchpoints

Receive “adequate” marketing recognizing purchasing history

across all touchpoints, time and place

Aware Inform Try Order Get Pay Buy next

generation Return

Page 5: Cross channel commerce

5 | Cross Channel Commerce Solution aroma

In the early days, E-Commerce was set up as a separate

business unit with separate processes and IT systems

Touchpoints

During the 1990ies and early 2000 companies conceived and managed their E-Commerce activities as

largely separate operations with minimal touchpoints to reduce investment costs and risks

For example: In 2005 a retailer had its traditional brick and mortar business and a separate unit for E-

Commerce with a separate operation and minimal interaction between the two

Each value chain comes with its systems and processes optimized for respective tasks (see the value chain

of PoS Brick & Mortar and E-Commerce)

Customer Journey

Aware Inform Try Order Get Pay Buy next

generation Return

PoS (Brick &

Mortar)

Webshop

Brick and mortar store

Marketing Planning, Finance,Content, Reporting & Analytics

IT, HR, Customer Care

Purchasing B2B Store Logistics

Source

adapted from Ellram, La Londe, Weber, 1999

Backend Frontend

IT

Customer

Care

(Online)

Marketing Webshop order management

Financial

Services

Warehouse

Logistics Transport

Reporting,

Analytics,

Loyality

E-Commerce Value Chain

PoS Brick & Mortar Value Chain

Page 6: Cross channel commerce

6 | Cross Channel Commerce Solution aroma

...as a result IT systems and processes need to be

aligned

Touchpoints

Mobile/ Tablet

Call Center

Webshop

Social Media

Market Places

Alignment of IT Systems and Processes:

Every business operation has processes and IT systems that have been optimized for their respective tasks,

such as logistic systems for store deliveries

For cross channel business, these processes and systems need to be connected.

A cross channel commerce hub connects the channels in an intelligent way

Customer Journey

Aware Inform Try Order Get Pay Buy next

generation Return

PoS Brick & Mortar

Page 7: Cross channel commerce

7 | Cross Channel Commerce Solution aroma

1. MARKET TRENDS

Towards Touchpoint Oriented Commerce

Need of Cross Channel Commerce Hubs

2. OUR SOLUTION: AROMA

Cross Channel Commerce Hub

Platform Core Features

Modules

3. YOUR BENEFITS

4. COMPANY OVERVIEW

Bertelsmann

arvato Systems

OUR SOLUTION

AROMA

Page 8: Cross channel commerce

8 | Cross Channel Commerce Solution aroma

Cross Channel Commerce Architecture Challenge: Alignment of Touchpoints and Execution

Market Touchpoints Customer centric and touchpoint

optimized apps

Rapid innovation cycle

Continuous rollout of new

services

Execution processes Service partner ecosystem

Optimized processes

specialized services such as

logistics, payment

Internal and external partners

Mobile/ Tablet PoS Store Marketplaces Social Media Call Center Self-Services Webshops

Logistic Drop Shipper Debitor Mgmt Call Center Direct FC Payment 3PL

Page 9: Cross channel commerce

9 | Cross Channel Commerce Solution aroma

Cross Channel Commerce Architecture Approach: Introduce a Cross Channel Commerce Hub

Market Touchpoints Customer centric and touchpoint

optimized apps

Rapid innovation cycle

Continuous rollout of new

services

Aware Inform Try Order Get Pay Return

Cross Channel

Commerce Hub Customer touchpoint processes

Central place for cross channel

intelligence

Coordination of execution

Execution Service partner ecosystem

Optimized processes

specialized services such as

logistics, payment

Internal and external partners Logistic Drop Shipper Debitor Mgmt Call Center Direct FC Payment 3PL

Mobile/ Tablet PoS Store Marketplaces Social Media Call Center Self-Services Webshops

Page 10: Cross channel commerce

10 | Cross Channel Commerce Solution aroma

arvato Systems has developed a Cross Channel

Commerce Hub with Process Intelligence

Touchpoints Mobile

Tablet

Store

PoS

Call

Center

Web

Shop

Social

Media

Market

Place

Self-

Service

Service Network

Logistic Drop

Shipper

Debitor

Mgmt

Call

Center

Direct

FC

Payment 3PL

Modules

Aware Inform Try Order Get Pay Return

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Customer

and Order

Journey

aroma

aroma Software Platform

Customer data, order data, product data, inventory data

Single source of truth

Connect various sub systems easily via central data hub

Minimize changes to existing systems (Integration of legacy IT)

Enable easy exchange of suppliers (Overcome lock-in effects)

Launch new countries fast

Enable complex fulfillment scenarios and optimize stock levels and flow of goods (i.e. cross docking, drop shippers, order splits, processing of gift cards, bundles)

Efficient and effective delivery of orders that consistently meet the customer expectation

Optimize stock levels and flow of goods

aroma comes in modules that can extend existing solutions

Central reporting and analysis capabilities

Page 11: Cross channel commerce

11 | Cross Channel Commerce Solution aroma

aroma: Platform Core Features

Key Features

Internationality (multi-client, multi-currency, multi-language, tax handling)

User friendly web-based tools incl. advanced search and filter capabilities

Automated communication with template based email editor (building blocks, multi-language support)

Central view on defined KPIs (sales, top sellers, etc.)

Master Data Management

Management of customer master data

Selective distribution of customer data to external systems

VIP customers for advanced services

Support for connection of various warehouses, drop shipments, cross docking, brick and mortar stores

Stock Management

Extensive stock management (distinction between physical and virtual stock)

Management of non-inventory stock such as gift cards, vouchers, downloads, flyers and brochures

Aggregation of all stocks (Physical, virtual, cross docking)

Processing of stock updates from different warehouses

Page 12: Cross channel commerce

12 | Cross Channel Commerce Solution aroma

aroma: Platform Core Features

Advanced Order Fulfillment Scenarios

Rule-based coordination of order processing

Order split for partial deliveries, digital and physical deliveries or service contracts as well as management of bundles, and services

Shipment consolidation for a customer

Management of B2B and B2C orders

Order Processing

Back order management and replacement delivery

Cancellation of orders and delivery at any time

Mass cancellation

Creation of accounting records for external debtor management system

Fulfillment / Warehousing

Processing of all activities from the logistics

Management of carrier track & trace information

Transfer invoice/ delivery note to logistic system

Return Handling and Processing

Calculation of refunds based on configurable business rules

Handling of gift cards (refund amount based on actual card value)

Return handling and processing via central warehouse

Advanced Fraud and Risk Management

Interface to external risk management systems

Blocking of customers/ Management of white and black list/ FSR 18 processes

Payment

Support of various payment methods such as credit cards, Paypal, direct debit, open account, cash on delivery, gift cards, vouchers, bonus card

Handling of article, order and customer based good will credit

Processing of gift cards and vouchers as payment combinations is possible

Page 13: Cross channel commerce

13 | Cross Channel Commerce Solution aroma

aroma Module: Service Center Cockpit

Web-based application which provides call center agents a single source of truth

for the entire customer and order journey

Single Source of Truth (360° View)

Integrated view on all customer order and communication

details

Customer history including all orders, delivery, customer

contacts, master data changes, returns, credit limit changes,

payments

Inventory visibility across all warehouses (both internal and

external) and suppliers

Efficient Call Center Processes

Cancellations, partial cancellations, place an order, change of

data, good will credits, trigger replacements, returns

information

Order clarification e.g. pool including rule-based claim

management, ticket system and communication with service

providers such as finance or logistics

Page 14: Cross channel commerce

14 | Cross Channel Commerce Solution aroma

aroma Module: Point-of-Sales Cockpit

Web-based application which enables retailers to use their own brick and mortar

stores as points of order collection or return for the online business.

Web-based Order Management

Orders to be collected in brick and mortar stores

Confirmation of entry, collection and return

Printing

Ad-hoc generation of various lists for manual processing

Deliveries, collections and returns

Communication

Automatic customer notifications by mail or SMS

Order collection information and reminder

Integration with store scanning systems

User-Friendly Tool

Hands-on experience of PoS processes could be taken into

consideration

BDE Scanner at PoS Real-time

notification

(customer)

Page 15: Cross channel commerce

15 | Cross Channel Commerce Solution aroma

aroma Module: Drop-Shipper-Cockpit

Web-based application which enables drop shippers to become an integral part of

the fulfillment process chain without the need for IT integration.

Full Connection of Drop Shippers via Browser

No technical limitations, easy connection via a web interface, no IT needed

Interfaces for full IT integration of drop shippers available

Web-based Order Processing

Printing of delivery notes

Delivery confirmation

Cancellation

Return Processing

Returns from right of cancellation or from warranty

More than 200 drop shippers connected.

Page 16: Cross channel commerce

16 | Cross Channel Commerce Solution aroma

1. MARKET TRENDS

Towards Touchpoint Oriented Commerce

Need of Cross Channel Commerce Hubs

2. OUR SOLUTION: AROMA

Cross Channel Commerce Hub

Platform Core Features

Modules

3. YOUR BENEFITS

4. COMPANY OVERVIEW

Bertelsmann

arvato Systems

YOUR BENEFITS

Page 17: Cross channel commerce

17 | Cross Channel Commerce Solution aroma

Your Benefits: Buy what you really need

The arvato Systems solution is a result of many years of experience in Cross Channel

Commerce processes around the globe.

Designed for cross channel processes

Independent from the frontend technology (Webshop)

Adequate feature set for cross channel process, e.g. including PoS tool, drop shipper

module, call center tool, etc.

Modern modular architecture

Allow to start with selected modules such as brick and mortar portal for web shops

Enable fast implementations

Global professional support structures

Download the aroma white paper at

http://aroma.arvato-systems.com

Page 18: Cross channel commerce

18 | Cross Channel Commerce Solution aroma

1. MARKET TRENDS

Towards Touchpoint Oriented Commerce

Need of Cross Channel Commerce Hubs

2. OUR SOLUTION: AROMA

Cross Channel Commerce Hub

Platform Core Features

Modules

3. YOUR BENEFITS

4. COMPANY OVERVIEW

Bertelsmann

arvato Systems

COMPANY

OVERVIEW

Page 19: Cross channel commerce

19 | Cross Channel Commerce Solution aroma

Bertelsmann – International leading

media and service company

Facts & Figures

15,3 bn € turnover*

Over 100.000 employees

in more than 50 countries

More than 1.000 legal

entities

*FY 2011

The No. 1 European

broadcaster

The world's largest

book-publishing group

Europe's biggest

magazine publisher

Leading European

BPO provider

Page 20: Cross channel commerce

20 | Cross Channel Commerce Solution aroma

arvato – leading European BPO Provider

Facts & Figures

5,4 bn € turnover*

Over 68.000 employees

in 36 countries

More than 20.000

employees

in Germany

*FY 2011

Page 21: Cross channel commerce

21 | Cross Channel Commerce Solution aroma

arvato Systems

IT for Better Business.

Facts & Figures

More than 30 years

experience

in IT– Services

Locations in Europe, North

America and Asia

We know that IT is the heart of

successful business.

Page 22: Cross channel commerce

22 | Cross Channel Commerce Solution aroma

arvato Systems locations

Further locations in Germany:

Augsburg, Baden-Baden, Dortmund, Düsseldorf, Greven,

Hamburg, Köln, Leipzig, München, Rostock, Walldorf, Wiesbaden

Headquarters

Offices

Page 23: Cross channel commerce

23 | Cross Channel Commerce Solution aroma

Your contact

Dr. Volker Hoyer

[email protected]