Vom traditionellen Handelsgeschäft hin zum Multichannel-Commerce am Beispiel der Metro AG Ales Drabek Head of E-Marketing and E-Commerce METRO C&C

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1 Vom traditionellen Handelsgeschäft hin zum Multichannel-Commerce am Beispiel der Metro AG Ales Drabek Head of E-Marketing and E-Commerce METRO C&C

2 Who is METRO C&C: stores in 29 countries - More then employers - key focus on fresh, ultra fresh and dry - 3 different targeted customers groups Page 2

3 3 years ago we started our digital journey: With building our emarketing and ecommerce systems With communication to whole organization via all possible channels (web, , meetings, webex, workshops ) With collecting internal support

4 We created IT development journey which was able to address countries specifics in emarketing and ecommerce area DE IN CZ KZ

5 We are active in all steps in customers digital journey ATTRACT Search engine and online advertising ENGAGE Product visibility and full assortment SELL & MEASURE C&C store sales marketing MCC website and mobile site ecommerce Online ordering for delivery cus. Mobile marketing My Metro and eservices Analytics: Omniture and other tools

6 We are giving focus on customers key areas - Mobile web and app to make our brand accessible at a finger touch distance for each customer Mobile app: facilitates decision to purchase at METRO Connect each customer to his store Store assortment and prices (shelf and promo) Customer favorite list Store contacts Push messages triggered centrally, by store and (next) by cust. individual favorites Mobile ordering for delivery customers (next) Mobile web: friendly experience of MCC also on smart phone Already an avg of 15% -up to >20%- of MCC websites visitors, customers and potential ones are trying to browse our web via smart phone devices The mobile optimized web will grant: optimized layout for smart phone users content optimized to be found by Google search via mobile selected site content, prioritized for the mobile users purposes Mobile and landing pages On average 30% of recipient open an on smart phone Now Metro are optimized for mobile reader with: Mobile rearranged content layout for each mobile device type No extra effort for our team Connecting to mobile web landing pages for 360 mobile friendly experience METRO C&C store

7 We build METRO multichannel approach Creating online solutions and services for our key customers groups Online ordering solution and service for online ordering of the core assortment for HORECA customers Office web shop solution and services for online ordering solutions for General Business Needs (food and NF) for all B2B customers For all customers (existing and potential ones) online visibility of our products and promotions, (depends on local boards decisions)

8 Digital tools for HORECA customers ADVANCED UPGRADE BASIC STEP 1 STEP 2 Future tools and priorities in discussion Mobile ordering solution: Pilot Italy. Top 8 countries until end of 2013 OO2 UX/UI Upgrade: incl. ipad and scanner functionality Connection to important external ordering solutions on demand For example Selly Order supported in MCCD Local online food web shops: France, Czech Republic and Austria In preparation In preparation Online Ordering 2: technically available in all countries TIME Q Q Q TBD Page 8

9 Digital tools for offices the model we are currently implementing New: assortments based on store range but with extensions New: customers in new isochrones as well as existing New: websites, specifically designed for Profi customers repeat shopping, built by partner New: outsourced* LSPs and delivery We are making a new business for Metro Existing: Metro invoicing & Finance Page 9 New: call-centre capabilities * Provider selection individual for each country

10 Successful multichannel sale grow in different regions required high flexibility in implementation For example in China we use for last mile delivery external company, which basically deliver 18KG / per bucket of water to corporate & household customers Their margin are slim, so they are interested to make extra money and additional to that they know better their customers in comparison to post We are programming front end for our web shop direct in China. Because they know their customers better like in HO.

11 products stock inf. Picking** invoice* products stock inf. orders* customer data Open Access Manager (SSO) / LDAP Payment Provider DAM (scene7) Web Analytics Webshop MyMetro Customer Self Service Website CMS Newsletter Our customer expect Customer PIMfrom METRO similar experience in all channels. For this Service Callcenter reason integration of all IT systems in one peace is important. MCM Campaign Mgt. MCRM (Siebel) customer data MCFM order / shipment / tracking number Flash Catalogues MDW (Analytics) MMS Logistics Partner (Depot, Hub, direct delivery, ) SAP FI (Accounting) MPOS IT high level overview Page 11

12 To be able good in future serve our customers via multichannel we need: - implement multichannel organization - improve execution and increase IT and FTE development in all digital channels Page 12

13 Thank you for your attention. Questions?

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