Project “APOLLO” Delivering business value through co-innovation
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1 Project “APOLLO” Delivering business value through co-innovation SAP Consumer Mobile Solution for CP‘s and Retailers Inform and Influence Consumer at the Point of DecisionMoscow, RussiaSept 9, 2011
2 SAP Consumer Mobile Solution Inform and Influence Consumers at the point of Decision Mobile Phones poised to transform consumer everyday activities. Consumer sees shopping as the most attractive starting point.Key to value proposition to consumer and retailers is personalization and real-time capabilityTremendous interest from retailers and consumer product companies (CP) in precision retailing visionSAP uniquely qualified based on market footprint, rich product/technology portfolio and new consumer-centric corporate strategyApollo’s objective is to demonstrate value of precision retailing by leveraging SAP’s assets to deliver solution as a service.Short time-to-market through co-innovation and full scale market pilots with industry leaders.
3 SAP Consumer Mobile Solution: An enterprise application designed for one-to-one interaction Real-Time, Personalized Service1 - Understand Consumer Shopping Context: Who, What, Where, WhenConsumer2 -Send product & availability info and personalized special offers to consumers under an optimized formatRetailers & CP’sA Personal Shopping AssistantA Marketing Platform to Inform, Influence & AnalyzeApollo Marketing Management Platform:An on-demand solution to delivertargeted information in real-timeto the consumer before a purchasing decision is madeAPOLLOLEGACY SYSTEMS & NEW SERVICESCRMERPBIPOSRTOMPMR
4 High Level Architecture Delivering Real-Time Multichannel Interactions Designed to deliver coordinated interactions with the consumer in three steps.1Deliver Information under optimized consumer experienceExtract Consumer Context in Real TimePersonal Shopping AssistantAssisted SellingSelf ScanningeCommerceKioskInteractive POS3Apollo Content Management Server(matches consumer context and channel to back office data, in real time)Consumer Profile - CRM profile- Loyalty status- Consumer Preferences- Purchase historyPromotion Portfolio- Campaign Management- Customer Segmentation- Offer characteristic- Rules & ConditionsProduct Information - Product Characteristics- Marketing Description- Quality Data- Multi-media Information- Merchandizing- Product Suggestions- Product AvailabilityAccess Relevant Content from Legacy Systems2
5 Casino Group – Initial Consumer Use-case Precision Retailing 3 opportunities for Casino to influence consumers before they reach check-out.Targeted Special OffersOptimized Shopping ListUp-Sell & Cross-SellReal-time Suggestions&Special OffersApollo Consumer Mobile SolutionPersonalizedReal TimeCasino DataDrivesDrivesDrivesLocation(Inventory & Promotions)CRM Profile(Loyalty Status)Consumer Lifestyle Choices
6 Initial Consumer Scenario Initial Consumer Use-Case The Starting Point of Your Real-Time Digital Marketing StrategyAnalyze DemandNeedsAspirationsFeaturesEvaluate ValueConsumerCPRetailerAssess ChallengeTechnologyUI DesignDataEvaluateOp ImpactCost/ResourcesInitial Consumer Scenario
7 SAP Consumer Mobile Solution Breaking new ground The retail industry is entering a new era as consumers expect a new experience: multichannel, real-time and personalization are keyMobile phones represent a disruptive force that create a unique opportunities for retailers and CP’s to inform and influence.SAP uniquely qualified based on rich product/technology portfolio and new consumer-centric corporate strategyWe encourage you to engage with the SAP team and discuss your needs
8 Thank you! Herve Pluche Vice President Project “APOLLO” Consumer Mobile Solution for CP’s & RetailersSAP 3420 Hillview Ave Palo Alto, CA TF E
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