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Tools to Captivate the Connected Customer How Standards Will Enable Retailers to Compete in Tools to Captivate the Connected Customer How Standards Will Enable Retailers to Compete in a Consumer Controlled World Jim Nadler Principal [email protected] com IBM Retail User Group Conference May 15 -18 2011 Orlando, FL

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Today’s Agenda Ø Today’s IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Today’s Agenda Ø Today’s Retail Challenge Ø The New Consumer Dynamic Ø What it Means for Retailers Ø The Project Prioritization Dilemma Ø The Move to “Real Time” Retailing Ø The Role of Supplier Collaboration Ø How Standards Help Ø “A Retailer Example” Ø What About the CLOUD? Ø Conclusion 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Today’s Retail Challenge Ø IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Today’s Retail Challenge Ø Attract, Build and Retain a PROFITABLE Customer Base q Drive Operational Efficiencies. q Improve Marketing Effectiveness q Differentiate with Customer Service Offerings. q Meet or BEAT Wall Street Expectations Ø Change the Paradigm on FINANCIAL Performance Metrics q Drive Increased Performance through Operational Execution across all Channels q Increase the Level of Supplier Collaboration as part of DRIVE to Execute Strategy q Eliminate Practices and Processes that do not provide increased focus on CUSTOMER CENTRIC programs Define and Implement Replicatible BU$INE$$ PROCE$$ Change 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The Retail Challenge Ø IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The Retail Challenge Ø The emerging “Consumer in Control” requires new strategies to COMPETE and WIN Ø Industry MUST Move to a Consumer Focused Data Reporting Model q i. e. Integration of Category Management and CRM – “Shopper Marketing” Ø The emergence of the “digital native” and the advance of mobile commerce will forever change the retail landscape q What Role will Social Networks Play in the evolution of retail branding Ø ANYWHERE, ANYTIME Information Access is changing the GAME q Google Price by UPC q Research Digital Camera Cost/Features on AMAZON while standing in a Best BUY Ø Automating the service process will enable retailers to provide added benefits without increased costs. 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The New Consumer Dynamic IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The New Consumer Dynamic Ø The FRUGAL Consumer IS HERE TO STAY Ø The “New Consumer” has shifted to pragmatic consumption Ø Consumers ARE Educated About Their Preferences Ø Social Networks are changing the Branding Game Ø Online Shopping Continues to Grow Ø Mobile Commerce is Emerging Ø New Consumer Technology Tools are available every 6 months ØThe New Shopper ROI – “Return on Involvement” 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The New Consumer – IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The New Consumer – Key Trends ØBoomers will not lead the recovery ØIncreased Private Label Brand Purchases* ØGen X will lead and retailers will have to better understand this group ØContinue to Seek Best “Deals” ØDigital Natives (Gen Y) will emerge as a key force ØLimit Purchases to Need vs. Want ØShopping Less Often ØLimits on “Stock-up” 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The New Consumer – IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The New Consumer – “Return on Involvement” Ø Consumer LIKE the tools Retailers began to offer pre-recession q. Shopping Lists, Recipes, e-Coupons, Digital Receipts and other service oriented applications designed for their convenience Ø Expansion of Customer Touch Points brings new complexity and each must link to the other q. Many Current e. Mail Marketing tools are SPAM q. Approach to Integrated Messaging must link to individuals needs and not generic market Ø Building and Maintaining a connection with the “omni channel” consumer requires new approaches q Web/Store/Phone/Social Networks 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Loyalty Programs: Not Effective IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Loyalty Programs: Not Effective Enough Retailers Consumers Ø Pursue loyalty with loyalty programs Ø Generally underwhelmed to date Ø Recognize programs rarely deliver on their promises (have not inspired loyalty) Ø Good prices drive loyalty Ø Don’t believe retailers have demonstrated that they know them Source: RSR Research, April 2011 34 th Annual Conference 8 Ø Acknowledge they are challenged to derive insights from the data they collect Ø Product selection drives loyalty

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Loyalty for Loyalty’s Sake IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Loyalty for Loyalty’s Sake Doesn’t Work 18% of SA say yes vs. 5% of NA Source: RSR Research, April 2011 9 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Have We Lost Sight IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Have We Lost Sight of the Basics? 10 Source: RSR Research, April 2011 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer What Does It Mean IBM RETAIL USER GROUP Tools to Captivate the Connected Customer What Does It Mean For Retailers? Ø New Ways to Connect with and Support The Consumer are Critical Ø Exceptional Customer Service is CRITICAL Ø Price is FLAT Ø Traditional Theories Behind Store Layout Need A New Look Ø The deployment of New Technology Platforms play a Key Role in future success ØIt is ALL about SPEED to Market 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer What it Means for IBM RETAIL USER GROUP Tools to Captivate the Connected Customer What it Means for Retailers CONNECT INFORM PERSUADE SERVICE Store Product Details Pricing Payment Web Value Statements Promotion Return Policy Call Center Service Options Freshness Pick up Options Mobile Location Based Service Recall Notification An Integrated Infrastructure is Required to Align Operationally to All Consumer Touch Points 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer What it Means for IBM RETAIL USER GROUP Tools to Captivate the Connected Customer What it Means for Retailers Ø Merchandising & Merchandise Planning - buy the right product, at the Store right cost, maximize selling space and sell the product at the right price Ø Marketing - stimulate the brand via various mediums, drive recency, frequency and spend, leverage loyalty and customer service initiatives while measuring effectiveness of our efforts Connect Ø Operations - Provide tools to the front lines to improve our customers experience , reduce OOS, keep costs The low DOTS ØOther (Accounting, R/E, Admin) account for business activities, report on results, provide adequate e-mail and other infrastructure functions to our business units Call Web Mobile Center Ø e. Commerce - maximize virtual transaction opportunities and utilize the most cost-efficient e-marketing platforms to improve brand performance 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Current Systems Infrastructure Store IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Current Systems Infrastructure Store Web Call Center A Confused Consumer Mobile 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The Project Prioritization Dilemma IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The Project Prioritization Dilemma Ø Current Processes are often not the result of an Integrated S&OP Exercise Ø Legacy Systems have “stunted” retailers ability to react quickly Ø Innovation is limited as retailers attempt to keep up with regulatory and competitive pressures Ø Budgets are quickly slashed as a response to uneven results Ø The Business Process you are trying to correct must lead the way – tie to ROI Model and get the User Community involved EARLY 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The Need For A IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The Need For A Real Time Retailing Architecture ANYWHERE, ANYTIME ACCESS Mobile Connectivity Driving Business Process Improvements Web Services Data Repository The Sales Reporting CLOUD Point of Service Store, Web, Kiosk, Phone, etc… Exception Workbench Alert Messaging 34 th Annual Conference

IBM RETAIL USER GROUP Retailers Tools to Captivate the Connected Customer Integrated Data Repository IBM RETAIL USER GROUP Retailers Tools to Captivate the Connected Customer Integrated Data Repository Application Interfaces Retail Checkout Systems Transaction Data §Digital Electronic Receipts §PCI Compliant Summary Data §Sales, OH, OO by Product Audited POS §Sales, OH, OO by Location Sales OH, OO § Purchases by Consumer SKU/ Channel Real Time Connectors / Customer Segment § Store Location Table §Product Table/Catalog § Customers and Users Transaction DB §POS Transactions Repository Functions § Web Transactions § Community Management Real Time Connection User Views/Alerts Marketing Views Operational Views Supplier Collaboration Web Services • Marketing § Operations §Finance §Customer Services § Access Control and Security § Mobile Transactions Retailers / Vendors / Third Parties §Customers/Accounts Application Interfaces § Retailer Websites Real Time Feed to Operational Data Store § Supplier Websites §Social Networks § Mobile Networks Consumers Integrated Purchase History Hosted Applications §Syndicated Data §Forecasting § Analytics Digital Receipts Shopping Lists File Transfer Money Mgmt Integration Relevant Messaging Support & Service 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Benefits of Retailer/Supplier Collaboration IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Benefits of Retailer/Supplier Collaboration The Role of Enhanced Retailer/Supplier Collaboration Inventory Management Ø Reduces purchasing and order management time; less administrative time needed to create and receive product orders, expedite shipments, and respond to problems Ø Improves demand management thus reducing overtime production labor costs. Ø Reduces out-of-stocks for both manufacturer and retailer, thereby increasing sales and add to gross margin. An added benefit: improved customer service. Ø Reduces buffer stocks; possible reduction in warehouse facilities. Ø Improves transportation efficiencies (truckload capacity) 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The Role of Enhanced IBM RETAIL USER GROUP Tools to Captivate the Connected Customer The Role of Enhanced Retailer/Supplier Collaboration Marketing and Sales and Marketing Ø Equips marketing managers with marketing management tools Ø Reduces the complexity of marketing by providing new insights Ø Allows you to develop programs that truly serve the needs and wants of your customers Ø Improves ROI on Trade and Consumer promotions Ø Facilitates a shift from “function control” to “enterprise management” of your marketing strategy (focus on MROI”) Ø Aids in coordination of advertising, consumer promotion, and trade promotion activities q Creates a more unified message that can touch both the head and heart (appeal to both logic and emotion) Ø Promotion compliance tracking (FASB and EITF acctg guidelines) 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer How Standards Help? ØStandards IBM RETAIL USER GROUP Tools to Captivate the Connected Customer How Standards Help? ØStandards allow for a framework to move forward quickly while driving down costs ØStandards insure that initial development is reusable ØStandards based solutions enable faster adaption / alignment with your business vision ØStandards enable fast efficient integration of BEST in BREED Solutions 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Key Standards Ø POS IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Key Standards Ø POS Log Ø e-Commerce Ø Payments & PCI Ø Digital Receipt Ø Data Warehouse Ø Product Database Ø Mobile Commerce Ø Cloud Computing 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer A Retailer Example – IBM RETAIL USER GROUP Tools to Captivate the Connected Customer A Retailer Example – Bev. Mo! March 2010 Creates IT’s. Mo! – a plan based on desire to explore new ways of delivery – step outside traditional thinking – take huge strides to enable rapid deployment of new concepts Ø Use of STANDARDS introduce architectures that conform to NRF/ART’s standards proposed benefits lower initial investment q. Demonstrate “proof of concept‟ “plug & play‟ thanks to NRF/ART‟s standards rapid delivery lower Cap. Ex somewhat higher Op. Ex q. Systems “on demand” as a utility IT Team growth is minimized maximum leverage of current resources systems - scalable on demand – tied to company performance with the right partners q SOX-compliance concerns diminish (SAS 70) Ø SOFTWARE-AS-A-SERVICE (Saa. S) effective software license model Ø CLOUD COMPUTING – fast deployment - eliminate hardware acquisition costs 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer What About The Cloud? IBM RETAIL USER GROUP Tools to Captivate the Connected Customer What About The Cloud? Ø Lower cost to engage - minimal infrastructure Ø Utilization is metered on an “as needed” basis “Pay by The Drink Model” Ø IT as a Strategic Tool Ø Initial investment = a foundation – Can be leveraged as you move forward Ø Access – Anywhere / Anytime Ø Best of All: Cloud = low cost Pilots – minimal risk – parallel approach – current world intact 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Why The Cloud? “ IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Why The Cloud? “ cloud computing is a model for enabling convenient, ondemand network access to a shared pool of configurable computing resources (e. g. , networks, servers, storage, applications, and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction. “ 2009 National Institute of Standards and Technology 34 th Annual Conference

IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Conclusion Ø Does your IBM RETAIL USER GROUP Tools to Captivate the Connected Customer Conclusion Ø Does your Systems Infrastructure provide ANYWHERE ANYTIME Access to Customer Demand Signals Ø How do you quantify the consumer experience and the investments needed to understand customer vs. product metrics? Ø What service initiatives you offer will provide a meaningful connection to the consumer Ø Data Analysis Tools for Channel Demand Signals – Touch points are Digital Ø Retail 3. 0 Will Require a CHANGE IN THINKING and the Consumer will DEMAND that change Ø A Flexible ARCHITECTURE will be a REQUIREMENT 34 th Annual Conference