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Rosanne Seah

on 29 June 2015

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Transcript of H&M

H&M: A Retail Industry
In 1947, the first H&M store opened in Sweden, selling women’s clothing. Now, H&M (Hennes & Mauritz) is a Swedish multinational retail company that is famous for fashionable clothing for everyone. H&M Group offers fashion choices under the brands of H&M, COS, Monki, Weekday, Cheap Monday and & Other Stories.
Nature of Industry:
Competitive, fast-changing

Type of Products/Services:
Fashion apparels and Accessories
 Enterprise Resource Planning (ERP)
ERP Systems features a set of integrated software modules and a central database that enables data to be shared by many different businesses processes and functional areas throughout the enterprise

For example, in the case of H&M, the Human Resource Department provides legal requirements and job information to all departments and will receive the hiring needs and the personnel information from all departments.
Target Users
With ERP Systems, H&M will have an integration of functional area, redesigning of business processes, standardization of systems and procedures, and lastly, networked business. All these results in its operations being more efficient.
CRM system is a method to manage a company's interactions with current and future customers.

It requires personal data such as gender, age, income, e-mail address and shopping habits such as how often, how much and when.

In conclusion, CRM system allows H&M to focus on effective targeted marketing communications aimed specifically in meeting the customer needs. This enables H&M to gain loyal customer and also increase customer satisfaction.
It is the analyzing of customer database.

H&M can make use of different analytical tools such as Data Warehousing, Data Mining and Online Analytical Processing (OLAP).
It is the activities of different departments such as marketing, sales and service department.

Marketing department can adopt mobile marketing strategy by hosting a mobile marketing campaign to promote the latest collection of H&M products.

By making use of SMS coupons and mobile banner ads, H&M can achieve their goal to drive membership of the H&M club.
It is the key to success of customer relationship management.

To interact with customers, H&M can make use of different communication channels such as events, short message services, phone calls, social networks and blogs.

Data Warehouse
Data warehousing stores current and historical data that may be of interest to decision makers.
OLAP enables users to view the same data in different ways using multiple dimensions.
 Employee-scheduling System
H&M embarked on a two-year-roll-out of an employee-scheduling system. The employees of H&M will swipe in and out with smartcards at the beginning and end of their shifts.

This implemented system helps to record the shifts electronically which in turns, reduce the time taken for administration. All these will result in an increase in sales as the shifts can be scheduled to match with the busiest times in the stores.
Online Analytical
Processing (OLAP)
Linking to sales:
This system will link to H&M’s electronic point of sale (Epos) applications which will help to forecasts the demand for products. In order to plan for the shift patterns, the sales information is needed.

Linking to Human Resource And Accounting&Finance:
This systems allow the retailers to control staff costs more accurately.

Hence, there will be an efficient use of staff resources and reduction in the time spent by staff on the shop floor through the implementation of the system.
Furthermore, the Workforce Management application from software supplier WorkPlace Systems will be hosted at a datacentre in Stockholm.

It helps to estimate the number of employees needed throughout the week by tracking an individual store’s sales.
1) Better Customer Service
2) More Customers and Revenue
3) Simplified Marketing/Sales
Hence, the use of human resources in H&M is maximize.
CRM consist of three parts:
- Analytical
- Operational
- Communication.

CRM systems maintain a repository of customer profiles, giving employees the ability to treat each client individually. As a result, each employee is better informed about each customer's specific needs. CRM helps the organization easily and quickly modify its level of service in order to match each customer's profile
CRM helps companies establish better communication channels. For example, through usage of websites. CRM also allows organizations to give customers the option of choosing how they want to be approached or contacted. More importantly, CRM systems speed up the closing of deals because of the increased efficiency in customer leads and information.
CRM systems keep track of current customer profiles, the company can generate new strategies to determine which demographics it should target to obtain a wider customer base. By using CRM information, a business can coordinate marketing and promotional campaigns more efficiently by ensuring that such promotions will not target people who are already customers
Better Customer Service
More Customers & Revenue
Simplified Marketing/Sales
H&M CRM. (n.d.). Retrieved June 18, 2015, from https://prezi.com/-n0p-fgidkli/hm-crm/

H&M targets staff productivity gain with Europe-wide scheduling tool. (n.d.). Retrieved June 18, 2015, from http://www.computerweekly.com/feature/HM-targets-staff-productivity-gain-with-Europe-wide-scheduling-tool

(n.d.). Retrieved June 18, 2015, from http://smallbusiness.chron.com/advantages-crm-system-43409.html (CRM)

History. (n.d.). Retrieved June 18, 2015, from http://about.hm.com/en/About/facts-about-hm/people-and-history/history.html

Importance of Operations Support Systems for a Business Enterprise. (n.d.). Retrieved June 18, 2015, from http://www.yourarticlelibrary.com/information-technology/importance-of-operations-support-systems-for-a-business-enterprise/10418/ (ERP System)

Data Mining
Data mining finds patterns and relationships in large databases and infers rules from them to predict future behavior.
1) Focus on processes
2) Flexibility
3) Reduced cycle time
4) Improved communication
Focus on processes
Reduced cycle time
Improved Communication
ERP systems add flexibility to business processes by automating the process itself, rather than automating some func¬tions in the process. Since most of the important processes are au¬tomated, there is greater amount of flexibility in the use of resources of the enterprise in different ways and for different purposes.
ERP systems are business process oriented systems. They focus on the activities of business processes. As a result, business goals are clearly articulated. ERPs enable the enterprises to focus on customer’s needs.
ERP systems integrate various processes with the help of advanced communication links. The transfer of infor¬mation between the processes is almost automatic and instantaneous.
One of the major benefits of ERP system is establishment of an enterprise-wide communication plan. As a result, there is less resistance to proposed changes due to easy access to information regarding the imperatives for change.

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