Steve Clark

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So far steveclark has created 4 blog entries.

Omni-Customer: The Benefits for the End-User

I’ve spoken about how the SAP Campaign Management suite of tools can help prevent internal data disconnects by assessing the holistic Omni-Channel effect of activities on a particular customer or product. At a macro level one can make a strong benefits case for both business and IT to pursue a capability release strategy aligned to enabling this toolkit.

Equally important to making the business case are the tremendous benefits to your particular user groups that should be accounted for as you undertake this transformation. Communication of a strong value proposition with your user stakeholders will drive better buy-in and corporate adoption of these new solutions. I’ll look at some common business pain points faced by retailers today and provide an opinion on how the Omni-Customer Framework can alleviate or eliminate them.

Transparent Marketing Planning & Offer Consistency:

Retailers, in my personal experience, are tremendously frustrated when a vendor attempts to ‘channel manage’ them. Perhaps a vendor will offer promotional subsidies on a product, but the same product offering is shown by your competitor the week before yours will hit the street. A vendor may limit inventory to you in order to enable support of a competitor with that same product on promotion. This vendor tactic damages the brand positioning of your channels, your customer’s shopping experience, and potentially your bottom line. Retailers will have noticed that having a Multi-Customer infrastructure causes these same problems. Many Category Managers have personally experienced being ‘taken out’ from other internal divisions through offer collisions, conflicts, or have seen their product offering cannibalized by similar products in different channels.

SAP can provide solutions to this common problem by consolidating all marketing events, promotional activity and personalized customer engagement into a single and/or transparent source. SAP CRM provides the base of this framework. Beginning with Campaign Management, […]

By | 2018-04-23T10:32:30-04:00 March 28th, 2017|Categories: Blog, Retail, Retail Technology|Tags: , , |0 Comments

Omni-Customer: The Foundation for ‘Data-as-a-Product’

As my previous blog entry discussed, retailers remain challenged to ever increase return on investment against their IT spend and it is seen as one of the main challenges for CIO’s in 2016. Against this fiscal backdrop, business stakeholders are demanding capabilities to enhance and personalize communication with their customer base that align with both current demographics and technical capabilities. Alignment of these two realities requires a clear business capability enablement roadmap aligned to a concrete IT infrastructure evolution.

Effectively a retailer can choose one of two general options when planning a system landscape to support business capability enablement. One may choose to look at sets of business requirements individually and select both hardware and software that are deemed to best meet each capability. In this scenario data sets, landscape architecture, and business processes can – and often do – remain separate across different divisions in large organizations. On the other hand, one may choose to select hardware and software that best meets the needs of all business stakeholders at an aggregate level. Here, one leverages commonality across data sets, infrastructure and business processes to simplify, consolidate and standardize business capability enablement. In contrasting these two options it becomes apparent that the latter approach provides the best alignment between business capability enablement and return on investment.

At /N SPRO, our Consumer Industries team has managed implementations that have demonstrated a retailer can find a balance between business capability enablement and return on IT investment. This balance is achievable through the utilization of the SAP suite of products and begins with an Omni-Customer data foundation established in SAP CRM (Customer Relationship Management) in conjunction with SAP HANA (High-Performance Analytics Appliance) and CAR (Customer Activity Repository). Properly constructed and enabled, this technical foundation provides a single source of truth […]

Data as a Product: 5 Benefits of Rethinking Your Multi-Customer Solutions as an Omni-Customer Platform

In 2013, at the SAP National Retail Forum (NRF), the results of a Retailer survey concerning Omni-Channel maturity were presented. The findings demonstrated the degree to which Retailers were taking advantage of Omni-Channel opportunities. The results indicated that although 85% of Retailers considered themselves Omni-Channel, only 8% of the same Retailers provided an ability for a customer to transact in multiple Channels, and, even more concerning, only 7% of these Retailers indicated that they had a single view of the customer across their channel offerings. This issue remains important for Retailers today. In fact, Forbes lists the ‘(Creation of) New Revenue Streams’, including ‘data-as-a-product offering’ to be the #1 strategic issue facing CIO’s for 2016.

Retailers today are keen to capture as much information about the customers shopping their various platforms. However, according to the survey commissioned by SAP, the vast majority subscribe to a ‘Multi-Customer’ collection model. Customer data sets are often found to be independent of each other; Loyalty, eCommerce, POS transactions, Private Label Credit Card, etc., each have distinct data sets that result in both customer overlaps and customer gaps. A customer may have not shopped on a Retailers website, but is a loyalty member and holds a Private Label Credit Card. This single customer’s information could reside as data points within various databases and each of these customer records could, and likely will, contain differing information that is invisible to other Channels.

Data-as-a-product can be defined as ‘the use of a Retailers comprehensive data set as inputs into descriptive and predictive analytical processes’. Consolidating, simplifying and enriching this data set aids in building a strong and personalized customer relationship with your organization and moves you beyond the simple reporting paradigm to which most retailers continue to subscribe. During our recent webinar regarding the functional/technical […]

The Customer and The Campaign: Controlling Operational Expense and Product Margin Using SAP Campaign Management

The ongoing competition between Retailers for a share of the Consumer’s wallet is rapidly evolving. While sharp pricing and high in-stock positions remain important to the decision making process, today’s Consumer additionally demands a Retailer who rewards her with personalized marketing for choosing to spend her hard earned money in their stores.

At the same time as Consumer demands of a Retailer are dramatically changing, Retail, in general, finds itself in an ongoing cycle of cost control measures to ensure a healthy balance sheet for shareholders or ownership. Each year sales targets are increased, margin expectations raised, while operational spend is reduced. Traditional go-to-market strategies used by marketing and merchandising are quickly becoming untenable in this environment. Print marketing, that includes hundreds of offers at deep discounts and is broadcast to all households in a local trading area, is becoming unaffordable to both Marketing departments and Merchandising units.

SAP Campaign Management

As noted in the brief for the upcoming /N SPRO hosted Webinar – Optimize Customer Engagement: /N SPRO’s Campaign Management Solution

The SAP Campaign Management software suite, a Customer Activity Repository (CAR) based solution, co-developed with /N SPRO, provides an integrated simple to use platform that can be implemented in modules, as the business evolves, to develop and execute marketing and promotional campaigns – targeted or mass – across any sales channel. These campaigns along with customer response and sales performance are then stored against each individual customer record. Advanced analytics are then able to model and predict customer responses prior to campaign execution in order to easily model multiple what-if scenarios and select ones most consistent with the company goals.

The Customer: The Value of Differentiation

The SAP Campaign Management suite of tools is an important method of differentiation between yourselves and your competitors. This toolkit allows […]

By | 2018-04-23T10:32:41-04:00 March 15th, 2016|Categories: Blog, Retail, Retail Technology|Tags: , , |0 Comments