What is SAP's retail offering?

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1 Select Q&A, M. Jimenez Research Note 23 September 2003 Answers to Retailers' Top 10 Questions on 'SAP for Retail' Most retailers don't fully understand what SAP's retail product can do. To help them compare SAP for Retail with "best of breed" solutions and decide if it's the right choice, we outline its features, rivals and future. Core Topic ERP II, & Manufacturing: - Strategies, Applications and Technologies Key Issue How will successful enterprises select, deploy and manage SCP and SCE solutions to minimize risk and achieve optimum ROI? Strategic Planning Assumptions At least one other ERP II vendor will enter the retail market via an acquisition and compete against SAP in retail by 2005 (0.7 probability). SAP will be the most prevalent software vendor for retail applications worldwide by 2006 (0.7 probability). Competitive pressures and market trends within the consumer goods sector are changing the way that products are distributed and sold, forcing retailers to deploy new business applications. Retailers have begun to understand that to be more agile, they should buy packaged software, rather than building their own applications. They are also learning as manufacturers did with enterprise resource planning (ERP) applications that integrated solutions can lower their total cost of ownership significantly, as long as the applications are suitable for their businesses. Retek and JDA Software, the best-known retail packaged-suite vendors, had very limited competition until recently, because ERP applications had not served the retail industry well. SAP is rapidly becoming the exception in this space. After difficulties with earlier versions of its merchandising management solution, SAP is now developing a robust, integrated retail solution. But, it is not yet ready to cover all functional domains, countries or retail sub-segments. We answer the most frequently asked questions about SAP from our retail clients. These include questions about what functionality is available, what is planned and what has already been deployed, and by whom. Also, we examine the business drivers that make SAP for Retail a serious threat for best-ofbreed retail applications. What is SAP's retail offering? Over the past five years, SAP has marketed its retail offering under different names: SAP Retail, mysapretail and SAP Fashion and Footwear (FAS). The current brand name is SAP for Gartner Entire contents 2003 Gartner, Inc. All rights reserved. Reproduction of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The reader assumes sole responsibility for the selection of these materials to achieve its intended results. The opinions expressed herein are subject to change without notice.

2 Retail. The change in names has reflected the significant changes to the functional scope and development strategy of SAP's retail offerings. SAP for Retail is SAP's complete retail product offering. It includes merchandise management solutions, with retail-specific adaptation to generic solutions, and other developments where necessary. Figure1 Retail Solution Map Enterprise Strategic Enterprise Business Analytics Business Intelligence & Decision Support Accounting Employee Relationship & Workforce Analytics Marketing & Customer Service Marketing Sales Customer Service Business Analytics Merchandising Category Merchandise & Assortment Price & Promotion Planning Analysis Strategic Sourcing Distribution Network Planning Forecasting & Replenishment Allocation Execution Procurement Inventory Warehouse Transportation Sales Channel Support Store Business Catalog Sales e-commerce Interactive TV M-Commerce Business Support Financial Fixed Asset Technology and Enabling Global Trade Agency Business Human Resources & Transaction Source: SAP (July 2003) SAP for Retail modules will be expanded further to address the requirements of retail sub-segments, and will make best use of joint-development agreements with customers. A jointdevelopment agreement is a contract between SAP and one or several retailers. They share expertise, resources and budgets to develop new modules or new functionality. This is illustrated by an agreement signed with Karstadt-Quelle for the fashion industry. SAP's integrated solution aims to use advanced functionality to compete with best-of-breed solutions for retail sub-segments, 23 September

3 including convenience stores, fashion and grocery. When its own module is not adequate or mature, SAP is open to partnerships with best-of-breed vendors. For example, SAP has agreements with Swiss-based vendor Saf for demand forecasting and with Aldata Solutions in France for voice recognition capabilities for warehouse management systems. Unless they wish to be early adopters, prospects should carefully monitor what functionality is already available for their retail subsegment and what is being covered with a partnership. This is because the deployment time may vary if the functionality is not available when the project starts. SAP has failed to meet core retail requirements in the past. What has changed? Having learned from its previous experience in retail, where failures resulted from its belief that it could address all needs, SAP has focused its go-to-market strategy on supply chain management (SCM) and key, joint-development agreements. As the new retail solution is not tied to the development of SAP R/3 retail development can be carried out at industry business unit (IBU) level SAP claims that product delivery pace will be substantially accelerated, but only time will tell if this is the case. Early adopters that have targeted objectives and are willing to work on joint-development partnerships should consider SAP. This is provided their most critical requirements can be addressed immediately and they can wait for delivery of additional functionality. SAP has traditionally been satisfied with being a "fast follower" in the retail industry, but it wants to become an innovator. Its strategy is to build more advanced capabilities, rather than providing a "good enough" solution selected primarily because SAP is a viable vendor. Given SAP's resources, it can make this happen. Retail is considered a very strategic vertical for SAP. Its executive board has dedicated more attention and funding to promote aggressive delivery of new retail functionality during the next 18 months. SAP's heightened focus on retail is good for all the retail community, as it is likely to spur on best-of-breed vendors to bring more advanced solutions to the market. 23 September

4 Are other ERP II vendors entering this market to compete with SAP? After their costly attempts in the late 1990s, neither Oracle nor PeopleSoft have made any announcements. They still sell backoffice, sourcing and business intelligence applications to retailers, but do not offer core merchandise management applications. But this is likely to change. At least one other ERP II vendor will enter the retail market via an acquisition and compete against SAP by 2005 (0.7 probability). Is there a need in the retail market for a new solution? Yes. There is a dearth of viable and innovative solutions for retailers that want to replace their legacy applications. SCM software vendors have huge opportunities in all retail subsegments, as well as in merchandise planning, and there are still openings in core merchandise management for Tier 1 and Tier 2 retailers. SAP will be the most prevalent software vendor for worldwide retail applications by 2006 (0.7 probability). What are the challenges facing SAP for Retail against "pure retail" solutions? SAP has found it difficult to compete against vendors such as Retek or JDA for two reasons: The first versions of SAP's retail solutions had no merchandise management functionality. Pureplay vendors had a deeper understanding of business requirements. The situation is changing. Best-of-breed vendors have some good capabilities, but lack others like advanced merchandise planning, business intelligence, supply chain execution and product life cycle management (PLM). Unlike SAP, none of them offers back-office applications. SAP has an opportunity to be a one-stop-shop. But it faces challenges: Its centralized organization makes it less agile than pureplay vendors. Its culture is more "SAP-centric" than "customercentric." 23 September

5 SAP has great vision, but needs to deliver its solutions rapidly to its key retail sub-segments. This is in progress for fashion, hard goods and wholesale. The next objective is to have a complete solution for food retailers (including fresh fish and meat retailers). SAP has the potential to deliver a collaborative, trade funds and promotions management offering, but this will require concerted effort to align its customer relationship management and SCM offerings with SAP for Retail. The first version of promotion management has been released, but it has limited SCM integration. Point-of-sale systems and collaborative planning, forecasting and replenishment (CPFR) are other areas where SAP is weak. Competition comes from small, specialized niche vendors. What differentiates SAP from other retail vendors? Note 1 Tier 1 retailers have revenue of more than $5 billion. There are fewer than 100 worldwide. Tier 2 retailers have between $100 million and $5 billion in revenue. There are more than 3,000 worldwide. It has the broadest integrated retail solution. While this may not be a key differential for Tier 1 retailers (see Note 1), integration is critical for Tier 2 retailers that want to buy from one vendor. Its solution focuses on SCM (planning and execution) and SAP plans to deliver more advanced capabilities by It will do this by undertaking joint-development projects, such as a radio frequency identification (RFID) initiative with Metro and the co-development project with Karstadt-Quelle for the fashion industry. A provider with a direct presence in their country is a key factor for smaller retailers. Retek and JDA Software cannot offer a presence in as many countries. It is financially stable and has a strong cash position, making further investment possible. It is able to capitalize on relationships with system integrators of all sizes. How successful is SAP's retail offering? The number of retailers using SAP for Retail solutions in their core businesses is growing. As of July 2003, there were more than 150 installations in Europe, more than 40 in the Americas and 30 in Asia/Pacific. The most visible brand names include Harrods, Home Depot, Jo-Ann Stores, Kardstadt-Quelle, Metro and Migros. For back-office ERP modules, the number of retail customers is 10 times greater. This represents huge potential for SAP. For more than 20 years, SAP has been selling its R/3 applications 23 September

6 across all industries, with more than 1,500 retail customers in Finance and HR. How price competitive is SAP for Retail? It is still too early to tell if SAP for Retail is less expensive than best-of-breed deployments. But SAP's intention with mysap.com pricing is to change the way retailers buy applications. SAP is offering more modules than any other vendor and this lowers the integration cost. Its integrated solutions should be less expensive than buying multiple, best-of-breed solutions, but this is only part of the project. If the functionality does not meet user expectations and a significant amount of customization is required, prices will increase. This has been the case for all SAP's initial retail implementations. Prospects and customers must evaluate the products thoroughly to plan their budgets accurately, based on the level of customization required. Is SAP training consultants globally? Who are the system integrators with trained resources? SAP has sold its retail solutions in more than 50 countries and it has retail sales and support teams in most of these countries. As in other verticals, SAP works with systems integrators (SIs), via agreements with international and local firms. Of the large global SIs, IBM and Deloitte Consulting are the most experienced on SAP for Retail. NovaSoft Information Technology in the United Kingdom is an example of a country-based SI. What can customers expect in the future, and what gaps in the solution or opportunities should be exploited? To lead in this market, SAP must be innovative, which can be challenging with such a large customer base. It must also give established customers the incentive to move to new generations of products or architectures. Some works in progress are: A new solution for the fashion industry, resulting from the joint-development with Karlstadt-Quelle. It is aimed at becoming the next-generation solution and the only one from SAP in fashion retail. An improved solution for collaboration and promotions and a real experience in CPFR to challenge leading best-of-breed vendors. SAP's Master Data (MDM) retail offering (part of Netweaver) is planned for With MDM for retail, Netweaver will provide larger retailers with what they need for data synchronization via standard bodies such as 23 September

7 UCCnet (a subsidiary of the Uniform Code Council), ECCnet, UDEX and Sinfos. Bottom Line In retail, SAP has good vision and the potential to execute well. When SAP for Retail is fully delivered, it will be ahead of the competition in terms of integration and functionality, because other players have not invested as heavily as SAP. But, there are still unresolved problems with the product that increase the risks for users, so their approach should be based on their specific requirements and project deadlines. Acronym Key CPFR ECCnet ERP SCM SCP UDEX collaborative planning, forecasting and replenishment Electronic Commerce Council of Canada Network Services enterprise resource planning supply chain management supply chain planning Universal Descriptor EXchange SAP back-office customers who wish to replace legacy merchandise management applications should consider SAP for Retail. If SAP for Retail fits their requirements, integration will be a bonus. If they find that the solution does not meet their needs, they should look to a pure-play vendor, or enter into a joint-development agreement with SAP if the timeline for the project allows it. Non-SAP customers willing to implement a new module or to replace a specific point solution should consider SAP only if they are prepared to buy progressively more from SAP. Retailers that want to adopt SAP for Retail for all their core processes should proceed only if they are early adopters and are willing to accept the risks associated with joint development. 23 September

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