METRO C&C from international C&C to international Omnichannel B2B service company. Ales Drabek Director Global E-Marketing and E- Commerce METRO C&C

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1 METRO C&C from international C&C to international Omnichannel B2B service company Ales Drabek Director Global E-Marketing and E- Commerce METRO C&C

2 METRO C&C: Ca. 726 stores in 27 countries More then employers Key focus on fresh, ultra fresh and dry and NF solutions 3 different targeted customers groups Page 2

3 3 years ago we started our digital journey: Start to building our emarketing & ecommerce systems and processes Regular communication to whole organization via all possible channels With improvement in execution and growing organization involvement

4 We created Business digital strategy & IT development journey which is able to address countries specifics in digital area DE IN CZ KZ

5 MAKRO BE METRO BE METRO BG METRO CN Focus in last 3 years in implementation: Digital teams in the countries and HQ New technical solution for web, , SMS, mobile Cross funtional cooperation with buying and operation MAKRO CZ METRO IN METRO IT MAKRO NL MAKRO PL METRO RO METRO RU METRO SK Page 5 MAKRO ES METRO TR METRO UA METRO DE

6 Since 2011 METRO C&C is constantly growing digital relevance for our targeted customers. Page 6

7 In 2013 we add to METRO C&C journey activities in mobile area. We need to bring METRO econtent and eservices wherever is contextually useful for our METRO card holders or potential customers. Mobile web: anywhere 24/7 reach Tablet: exploring and ordering Mobile app: quick gets quicker Key acquisition tool: Make METRO world, stores and promotion accessible from anywhere at anytime also to prospect communication mobile adapted. Links between SMS and mobile webs created. Key acquisition & retention tool: Makes more comfortable exploring the emotional side of METRO offer, or evaluating the information for complex purchase decision for customer ad potential ones Online services available on the tablets Page 7 My shopping Key retention tool: For customers: makes portable the individual information and, most important, the eservices. Brings online content back in store enriching the store experience

8 Campaign Management tool is important part from our strategy. It help us manage complexity in channels and customers groups. Campaign analysis execution Create campaign Campaign reports processing Insert budget for cost overview Response capture processing Create output files Already integrated channels MDW Focus on development Define strategic customer segments or receive segments created from data mining Generate interaction packages (Lists of recipients ) Field forces Siebel Print SMS Call Centre Website Webshop Page 8

9 We are implementing METRO C&C omnichannel strategy Via creating online Solutions and eservices for our key customers groups Online ordering Solution and eservice for online ordering of the assortment for selected HORECA customers (DELIVERY business) Office web shop Solution and eservices for General Business Needs (food and NF) for all B2B customers

10 In DELIVERY business for selected HORECA customers we are giving them freedom to make choice about ordering channels. Online Ordering is part of our omnichannel service for this customers. Lorem ipsum Dolor sit Lorem ipsum Dolor sit Lorem ipsum Dolor sit Clear Guidance Advanced List Management Important Features Clear and easy navigation structure Enhanced shopping card and order management Available in all 27 languages One basket independently to channels Own list creation and maintenance by customer Sort and filtering options Speeded up reordering Assortment lists creation by Sales Force Tablet compatibility to support ordering via mobile devices Scanner functionality to quickly add articles to cart or to list by barcode scanning Strong connection to our offline DELIVERY catalogues Page 10

11 Office web shop pilot project in 4 countries (PL, RU, NL, RO) Focus on small offices Food and NF products fitting to the needs of offices by this type of customers Improving efficiency and speed for our customers = increasing time for their core business = improving loyalty to METRO brand Page 11

12 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 creating front end for our web shop direct and some other digital systems in China. Because they know their customers better like in HQ.

13 1 Next steps - The multichannel journey is designed from information to the purchase, hence the web site is the central step in the customer journey Targeted campaigns: 2 Relevant web content: 3 Sales (Multichannel): Trigger a journey start! Engage the customer! get conversion! SEM & SEO Stores marketing Call center Sales force In store Social media Mobile website Web Mobile app Targeted website pages will let the customer explore rich content (e.g., assortment) or quickly get informed of relevant information (e.g. Ultra fresh promo) Tablet website Web shops / ecommerce FSD / Delivery Online Ordering Call Center ATL, TV, Print Trigger Event Interaction Event Purchasing Event Page 13

14 Next step - the future web application of METRO C&C will bring all key elements together Way Push Conversation Pull Who METRO Community Customer Content News Forums and threads Purchasing data / Services Peer Interaction history - Trainings Interactions with METRO experts Invoices - Master classes and people Loyalty status Contact Centre Expert advises My Data - Online Knowledge sharing (webinars, tutorials ) Online ordering - Call centre Experience sharing Issue handling Stores Info / news Credit management Targeted promotions New cards creation By 2015 all this elements will be connected together on one MCC web justifying customers needs in digital area from one place 2013 Page 14

15 Next step METRO C&C Omnichannel strategy utilizing digital solutions in all customers touch points. One country example. Sales Force Online available info about all relevant information's for customers + about customers Tablets for Customer Managers Online issue handling Call Centre Taking orders for DELIVERY and ecommerce Life online chat Accept DELIVERY orders for local languages speaking customers Online issue handling Mobile Mobile web Mobile ordering for DELIVERY customers Mobile apps for C&C customers Store s collection and SMS local from stores Click & Collect Loyalty program Online issue handling Free Wi-Fi for customers Customers Print METRO MAIL online (adapted on mobile and tablets) Promotion optimalization tool for METRO MAIL Barcodes in DELIVERY catalogue for faster ordering online s, sms New targeted s base on our segmentation and country strategic priorities Individualized 1:1 coupons defined via data mining Web Online catalogue and online ordering for DELIVERY cust. MyMetro login with online individual services Social Facebook and YouTube Muj obchod community platform Twitter and Linkedln In red projects in implementation for 2014 Page 15

16 Thank you for your attention. Questions?