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LMU NitroSapient Projektkurs SS 2014 A.Heusler

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Thomas Verkamp

on 3 July 2014

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Transcript of LMU NitroSapient Projektkurs SS 2014 A.Heusler



.
.
.
CONNECTED
SYSTEM BOOT
MEMORY CHECK...
The (r)evolution of the Buying Process in the digital age
A case study of
the automotive &
grocery industry
Sebastian Minnich
Andre Geimer
Philipp Konrad
Thomas Verkamp
Table of Content
1. Introduction
2. Case Study I - Automotive
2.1 Connected Vehicle & Online Retailing
2.2 Mobility Services & Carsharing 3.0
3. Case Study II - Groceries
3.1 Grocery Business Concepts 2.0
3.2 Personalization & Pricing
The Purchase Process
Nächste Folie direkt hier rechts dran

4. Summary
Theory
Practice
Need
Recognition
Information
Search
Alternative
Evaluation
Purchase
Stage
Post
Purchase
TRENDS

Megatrends
Customer
Expectations
TECHNOLOGY (NEW IDEAS, INVENTIONS, INNOVATIONS)
URBANIZATION INDIVIDUALIZATION CONNECTIVITY GLOBALIZATION
Change Engine
INNOVATIVE CONNECTED EFFICIENT CONVENIENT
UP-TO-DATE SAFE & CLEAN SIMPLE AFFORDABLE PERSONAL
INNOVATIVE CONNECTED EFFICIENT CONVENIENT
UP-TO-DATE SAFE & CLEAN SIMPLE AFFORDABLE PERSONAL
Customer
Expectations
Need
Recognition
Information
Search
Alternative
Evaluation
Purchase
Stage
Post
Purchase
CUSTOMER & MARKET
Buying
Process
Market
Reaction
ONLINE (RETAILING) CONNECTED CAR
Customer
Expectations
CONNECTED CAR
Connected
Car Features
New Options
For Aftersales
In-Car Transactions & Data Services (Streaming...)
CAR-TO-X eCALL CLOUD SERVICES DIAGNOSTICS APPS PERSONALIZATION
Maintenance on Demand
SAFE
EFFICIENT
CONVENIENT
INNOVATIVE
PERSONAL
IMPLICATIONS
Payment for Online & Connected Services

Collaboration with technology players

Open platforms and common standards

Bridging product life cycles

Regulation & Safety concerns
Need
Recognition
Information
Search
Alternative
Evaluation
Purchase
Stage
Post
Purchase
Connected Aftersales Model

"Permanent Customer Contact"

Impact post-purchase phase

New customer insights

New business model opportunities
Opportunities
Challenges
UP-TO-DATE SIMPLE CONVENIENT PERSONAL INNOVATIVE AFFORDABLE
Search
Expectations
CUSTOMER & MARKET
Online
Features
Resulting
Trends
Pressures for Seamless Purchase Experience Push Towards Online Purchase
COORDINATED WEB CONTENT CAR CONFIGURATOR SOCIAL MEDIA & APPS
IMPLICATIONS
Profit Sharing for Online Sales

Increased Comparability & Higher Price Pressures for OEMs

High investments required

Non OEM players decrease margins

Increased collaboration with dealerships & Multi-Channel Strategy
Need
Recognition
Information
Search
Alternative
Evaluation
Purchase
Stage
Post
Purchase
Potential cost savings & extra profits

Ability to impact customer search phase and gain new customer insights

Offer customer convenient opportunity, build loyalty & sell additional features

New sales model opportunities

Increased (brand) control for OEM
Opportunities
Challenges
Barriers to
Online Sales
ONLINE RETAILING
Possible
Solutions
Future Car
Dealerships
INABILITY TO TEST
LACK OF DIRECT CONTACT
PHYSICAL PRODUCT EXPERIENCE
PRIVACY CONCERNS
PRODUCT ERRORS
TAILORED FINANCING PLAN
INDUSTRY PRESSURES
FRANCHISING LAWS
ANTITRUST REGULATION
LONG TIME CONTRACTS
PRICE POSITIONING
Customer
Concerns
Industry
Concerns
ADDITIONAL GUARANTEES
CUSTOMER ORIENTED TERMS
ONLINE TAILORED FINANCE PLANS FOR BUYERS
WEB SERVICE OFFERINGS
INCLUSION OF DEALERSHIPS
BRAND COOPERATIONS
ONLINE & OFFLINE DEALERSHIP SALES PLATFORMS
ADAPT RETAIL MODELS
Customer
Concerns
Industry
Concerns
Quo vadis?
IMPORTANCE AS CUSTOMER TOUCH POINT
PHYSICAL EXPERIENCE & HUMAN ASPECT
ONLINE OPTIONS & SERVICES
DIFFERENTIATED NEW RETAIL FORMATS
HARMONIZED CUSTOMER LIFETIME EXPERIENCE
Carsharing 3.0 - Next Level Mobility?
Carl is not sure anymore if he should really buy a car...
Customer
Expectations
Need
Recognition
Information
Search
Alternative
Evaluation
Purchase
Stage
Post
Purchase
CUSTOMER & MARKET
Customer
Need
Customers
MOBILITY
Megatrends
Buying
Process
Urbanization Demographic Change Globalization Climate Change
Empowered Customer Technological Progress Individualization
Affordable Independent Fast Comfortable Eco-friendly
100%
36%
27%
3%
ACCESS
Increase Visibility
Increase ease of use
COMFORT
INDEPENDENCE & PACE
WHY SHOULD OEMs INVEST?
"We want to be profitable by
the end of 2015 while pursuing
a revenue target of 1€ billion
by the year 2020"
"BWM sees two major opportunities
in car sharing: First, to open new
profitable business segments and
second to expose and promote the
OEM's brand to potential new customers"
TOTAL MOBILITY PROVIDERS
Illustrative business models from an OEMs perspective:
CARL'S DECISION
Not enough coverage
Too much walking
Mileage too high
SUMMARY
Need
Recognition
Information
Search
Process
GAP I
Purchase
Stage
Post
Purchase
Process
GAP II
Alternative
Evaluation
Advertisement Gap
Carsharing as 2nd car alternative

Customers are eco-friendly freeriders

Promote price, independence, pace & comfort
Convenience Gap
Enhance Access

Enhance Independence

Enhance Pace

Enhance Comfort
The car industry is not safe from the digital age!
--> There will be a greater shift to MaaS (Mobility as a Service) in the future
Table of Content
1. Introduction
2. Case Study I - Automotive
2.1 Connected Vehicle & Online Retailing
2.2 Mobility Services & Carsharing 3.0
3. Case Study II - Groceries
3.1 Grocery Business Concepts 2.0
3.2 Personalization & Pricing
4. Summary
3. Case Study II - Groceries
Development of the Grocery Industry
Retail 1.0
E-Grocery Share of the Grocery Market
Changing Business
Concepts in Groceries
Retail 2.0
Retail 3.0
1916 first self-service supermarket
Fast growth of the New Concept
1963 birth of the modern hypermarket
"Everything under one roof"
The rise of e-commerce
First attempts of E-Grocery failed (Webvan)
Slow adaption of E-Grocery by customers
2007 Amazon Fresh is launched --> Retail 4.0
E-Grocery Business Models
E-Grocery Business Models
STORE TO HOME BUSINESS MODEL
Processing & Delivery done at traditional retailer
Mainly used by B&M retailers entering E-Commerce
Often in addition to a Click & Collect System
Subsidiary of Wal-Mart in Great Britain

Annual Online Turnover > 1100 million €

95% reach of overall population in Britain

Offers additional, cheap 8-hours option
CLICK & COLLECT BUSINESS MODEL
After shopping online customers can pick up their pre-packaged groceries from traditional retailer outlets
End of Delivery 2009
2 hours pick-up slots
Same-Day Pick-Up (or before 10 a.m.)
Not as convenient (no specific parking lots, service counter for online customers etc.)
As costly as delivery for customer
WAREHOUSE TO HOME BUSINESS MODEL
Common Pure-Online Approach to Groceries
No accessability of usual brick-and-mortar stores
15% Annual Sales Growth last year

Turnover 150 million CHF (124 mil.€)

Partnership with Postal Service (95% CH coverage)

Unbroken cooling chain through cooling box system

Convenient delivery on the next day
DRIVE-THROUGH BUSINESS MODEL
Online Ordering & Pick-up by car in a drive-through
System is highly popular in France
Business Model Introduction in 2004
>130.000 regular customers
40 item sales/purchase
Turnover >20 million € as of 2009
Huge assortment (8000 SKUs)
Pick-up process in less than 5 minutes
Trend - Personalization
Structural advantages
No constraints: store space, floor size, location, parking ...
Less costs: rent, utilities, staff
More & Detailed Information
Enhanced customization
Easier paying process & methods
Last-Mile Challenge of Online E-Grocery
Low margins under even more pressure
Current & Future Trends
Rise of E-Grocery Competition
Virtual Stores: e.g. Peapod
Niche Online-Formats: Quidsi
Increasing Experimentation with new online business concepts
Fewer Big-Box concepts
Blurring of Lines between Online & Offline customer experience
Convenience
Structural challenges for incumbents
Increasing price competition
Opportunities & Challenges
Need
Recognition
Information
Search
Alternative
Evaluation
Purchase
Stage
Post
Purchase
CUSTOMER & MARKET
Trends
Customer
Expectations
Buying
Process
CONVENIENCE ASSORTMENT PRICE SENSITIVITY PERSONALIZATION
TRANSPARENCY SUSTAINABILITY QUICK ACCESS FLEXIBILITY
Business Concepts 4.0
Personalization & Pricing
The Role of Prices in Groceries
Personalization & Pricing
Concepts in Groceries
Price Discrimination
Price Discrimination
Real-time Pricing
Real-time Pricing
Summary
Full transcript