VisualStore and Campaign Management

Transcription

1 VisualStore and Campaign Management Nicola Pignatelli S3 - Store System Solutions srl, An IBM Italy Company Via Manin 14, Vimercate (Milano), Italy nicola.pignatelli@essetre.it 7 November 2006 IBM Forum Brussels

2 S3-IBM mission is help retailer to transform today the consumer experience. Pre-Store Store Entry Store Browsing Purchase Decision Transaction Post-Sale On-line management of the list of the expense. Search of info on the product / service Assistance to the personalized sale and based on the Loyalty Information on the products to push activity of up-selling and cross-selling Offers personalized in real time and based on the history of the client Mobile Self Checkout /Self scanning Refund Management, claims, customer care

3 VisualStore & Campaign Management One of the day-to-day concerns of retailers is the difficulty of integrating loyalty programs with POS Competitive edge is gained through effective management of loyalty campaigns Point of sale is only part of the total solution VisualStore plays a central role in the world of CRM e-business intelligence IBM and S3 offer an integrated solution

4 VisualStore Version 4 Point of sale function Front end promotion and loyalty capability WSM-VS Back Office Plug In CLS (Central Loyalty System) - CPM Central Promotion Management Create and send promotions from Head Office to any store - CFN Central Fidelity Net Loyalty card management, Cluster management Loyalty reports Retail CRM Sales performance analysis Solution Components

5 Network architecture TABLET PC PDT SCALES POS l DW CRM k ETL HEAD OFFICE SERVER i Stores DB CLS d g c h DB VSTORE DB WSM NETWORK Head Office m j b e f a PC STORE n ERP a) Communication interface between ERP and BO (departments, items, suppliers, orders, etc.) b) Communication interface between ERP and CLS (promotion and customers) c) Send Promotions definition to VSTORE in order know various discounts d) Tlog XML data return from Visual Store to CLS repository DB, and Import Confirmation e) XML Communication interface between WSM and VSTORE (departments, items, etc.) f) Tlog XML to WSM (selling data) g) Server and Pos data synchronization h) Tlog data from POS to VSTORE i) Send PLU codes from VSTORE to SCALES maintenance j) Send to VSTORE scales selling details k) Input data from PDT to WSM l) New BO Application on tablet PC which will be wireless connected with WSM m) ETL module between CLS and CRM used to interface different databases n) Return data from WSM to ERP

6 CRM Architecture Overview Data Flow VisualStore Store Loyalty Card Management: Central Fidelity Net ETL Central Loyalty System Head Office Data Analysis, Data Mining Promotions definition: Central Promotion Management Marketing Strategy: Clustering, Profiling, Promotion planning & measurements Web Report Retail CRM Data Warehouse Retail Analysis Tool (Microstrategy)

7 Head Office Retail CRM Clusters Loading ETL Central Loyalty System Clusters Loaded Campaign/Clusters communication to Customers DW CRM SMS DB Fidelity Network

8 Central Loyalty System General Architecture Other S3 Assets (CPS) Java/WebSphere Central HQ Server(s) CPM Central FidNet CLS Repository Central Loyalty System FidNet OnLine DB ETL FidNet Host API Loyal Int. Retail CRM CRM DW VS POS Server Visual Store DB VS XML Interface VS API Loyal Int. Loyalty Bridge FidNet Client Pos 1 Store Front Office Pos N

9 Central Fidelity Net On-Line Interaction System SetUp Customers & Stores data maintenance Reports Customers Managment Congruency Control CLS Repository Data Replication Tlog Import Communications ChekUp - Notifications Store Pos Transport Layer Bridge Visual Store VS API Loyal Int. Customer data request Points & transactions data notification Real Time communication Network OnLine Customers SubSet FidNet Host API Loyal Int.

10 Central Fidelity Net Functions Customers Management: open new card ranges modify customers data stop card substitute card manual points assignment Stores management Batch procedure for sales and customers data transfer Reports Clusters import Multi front-end software compatibility Family cards definition Customizable clients data set Dynamic trace file definition Multi Level Stores aggregation Introduction of Report Generator and multi format export Automatic files transfer and alerting notification Fidelity OnLine & Batch application Points alignment utility Complete ETL integration and configuration

11 Value Proposition Customer relationship management enabling advanced, innovative management of customer data Understanding of customer behaviour allowing Retailer to estimate effects of promotions, pricing and loyalty strategy Enables Retailer to: Analyse and influence performance of store and channel Cluster and evaluate the different customer sets Target promotions to clusters to increase turnover and profit Increase co-marketing actions with external partners Evaluate results of promotional co-marketing actions

12 Solution Benefits Multi-channel support Flexible and scalable solution Hardware independent platform based on market standards Supports clusters definition and micro-marketing communication Reporting and analysis tools available for CRM Retail Business Intelligence

13 Summary Integrated solution for CRM: Front end software Central promotion maintenance Loyalty card management Sales performance analysis Designed to enable Retailer to better manage customer sets Multi-channel support

14 Demo Overview