Brookshire Grocery Company: The Ultimate Customer Experience Follow the Data

Transcription

1 Brookshire Grocery Company: The Ultimate Customer Experience Follow the Data SAP Retail Forum The Waldorf Astoria New York City, NY October 7 8, 2014

2 Agenda Brookshire grocery company overview Business drivers for the project Project scope & timeline 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 3

3 Overview of Brookshire Grocery Company (BGC) o 155 Stores operating in Texas, Arkansas, Louisiana o 118 Brookshire s supermarkets o 33 Super 1 Foods stores o 1 Fresh by Brookshire o 4 Convenience stores o 3 distribution centers o 5 manufacturing operations o 84 Fuel Centers o 116 Pharmacies o 13,700 partners 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 4

4 SAP Project History at BGC Jan 04 Oct 04 SAP Financials implementation Jan 05 Jan 06 SAP HCM implementation Mar 06 Jun 06 SAP POS/DM implementation Jan 07 Jul 08 SAP Category Management implementation May 09 Mar 10 SAP Price optimization implementation Jan 10 Nov 10 SAP Manufacturing Jun 11 Dec 11 SAP Promotion Management for Retail Customer Analytics, CRM, PMR upgrade, ADT 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 5

5 Personalization is a Requirement The industry is changing rapidly as retailers and service providers work to keep up with the changing technology and how the consumer is using it. o A fuller understanding of the customer o More robust analytics to facilitate this understanding o To provide personalized solutions for its customers o To communicate personalized offers and advertisements o An on-line retail solution that integrates to the store o In-store technology supports the customers use of mobile for shopping, marketing solutions and check-out 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 6

6 Personalization becomes the standard for communicating with the customer SHOTGUN Ad Web-savers Mass offers BAFFLED Segmentation offers Exclusive rewards Clubs PERSONALIZED Ads Recipes & meal solutions Pricing 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 7

7 Breakthrough Technology Needed DEEP Complex & interactive questions on granular data REAL - TIME Recent data, preferably real-time HIGH SPEED Fast response-time, interactivity SIMPLE No data preparation, no pre-aggregates, no turning BROAD Big data, many data types 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 8

8 Background The Brookshire Grocery Company (BGC) has partnered with SAP for over 10 years to enable the most extensive SAP Footprint in US Grocery (FI, HR, Manufacturing, Retail, PMR, DM, POSDM, NetWeaver, Open Text, BOBJ) BGC is active in the CIO Global Council Member, ASUG, SAPPHIRE, Retail Forum Participants, and a consistent reference account BGC has been early adopter and partner on PMR, Perishable Workbench, DSD Workbench and Pricing Workbench Workshop As a follow-up to an Innovation Day hosted by SAP in early 2013, BGC requested to see a proof of concept of the CAR/HANA applications using their own data SAP engaged /N SPRO to support the effort given /N SPRO s extensive SAP retail experience and relationship with BGC 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 9

9 Preparation & Approach Collaboratively determined scope working directly with BGC defining a list of requirements TEXT and a set of business scenarios Provisioned and installed additional hardware and software within /N SPRO s demo environment including sizing of CAR (~1/2 TB) Identified data requirements based business scenarios and provided detail data request to BGC (6 months of t-log, legacy customer loyalty, and supporting ECC data) Received and loaded BGC data into /N SPRO demo environment TEXT Worked with SAP team to create a storyboard based on the business scenarios to support an on-site custom demonstration of the applications 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 10

10 On-Site Demonstration & BGC Experience BGC executive team along with 15 key team members from Merchandising, Marketing and IT participated in 2 days of on-site demos Scenarios demonstrated included: Identifying new customer segments to ID market opportunities Overview of marketing campaign and planning features Executing new member acquisition loyalty program Targeted offers for members reaching a tier Targeted offer for in-store shopper with mobile app Customer analytics Real life experience leveraging SAP demo pods: Identifying an existing BGC product to promote through analytics on CAR Selecting a specific customer segment to target using ADT Sending a defined offer to the selected customer segment CRM/PMR Review related results through analytics supported by BOBJ/CAR/HANA 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 11

11 Application Overview and Proof of Concept Scope Campaigns, Events & Segments Customer Segments CRM Customer Loyalty Data PMR Loyalty Offers Member & Sales Data ADT ECC Product Offers Master Data Sales Orders Inventory CAR POSDM (Sales Data) Customer Profile Store Groups Products Campaigns + Promotional SAP Precision Marketing RTOM Product Offers Aggregated Sales Transaction Log HANA Platform Sales, Inventory, Promotions, Products, Customers, etc. Mobile Devices / Store Kiosks Campaign and other KPI Reporting POS Points Based Offers Business Intelligence Reporting In scope for Proof of Concept Indicates standard development requirements 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 12

12 Project Scope 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 14

13 Applications in Scope CAR/HANA The core capability for storing data required for analytical and targeting purposes by BGC as well as for accelerating access to information through its built-in functions SLT used for replicating ECC and CRM data into CAR/HANA BODS used for loading data from external sources into CAR/HANA, as well as extract data required by external systems from CAR/HANA Business Objects Reporting provide access to data required for addressing specific business needs via simple to access, pre-defined reports Lumira provide data exploration and visualization capabilities for the purpose of identifying new insights as well as the root cause of business issues Infinite Insights provide the ability to create in-house predictive models as well as other models that may be required for enabling business initiatives ADT provide the ability to define customer groups for targeting or analytical purposes 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 15

14 Project Timeline Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Text CAR Integration Development Planning and Scoping Design Build Brookshire s Loyalty Implementation Integration Testing Support and Warranty Pre-Planning, System Install Blueprint Realization Integration Testing Final Prep Go-Live & Support 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 16

15 Thank you Cindy Murphy, Director - Corporate Systems, BGC Brian Cederborg, VP, Merchandising & Marketing Practice Lead, /N SPRO 2014 SAP AG or an SAP affiliate company. All rights reserved.