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1 | Cross Channel Commerce Solution aroma
aroma Software Platform
Cross Channel Commerce Solution
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
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
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
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
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
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
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
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
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
Se
rvic
e G
ate
wa
y
Mo
du
le
Dro
p-S
hip
pe
r
Mo
du
le
Po
int
of
Sa
les
Mo
du
le
Se
rvic
e C
en
ter
Mo
du
le
Lo
ca
tio
n B
as
ed
Se
rvic
es
Mo
du
le
Re
po
rtin
g a
nd
An
aly
sis
Mo
du
le
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
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
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
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
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)
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.
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
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
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
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
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
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.
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
23 | Cross Channel Commerce Solution aroma
Your contact
Dr. Volker Hoyer