How to Implement Architecture to Support Omnichannel Services

Retail Transformation for CIOs:
How to Build Architecture to Support
Omnichannel Services

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Ismael Ciordia
Chief Techonology
Officer
@ Openbravo
▪ Openbravo Co-
founder
Today’s Presenters
Xavier Places
Product Marketing
Director
@ Openbravo
Salil Godika
Chief Strategy Officer
@ Happiest Minds
▪ Happiest Minds Co-
founder
▪ Retail Industry Group
Head

! Challenges
! How to build architecture
! Insights from Happiest Minds Survey Report
of US Retailers
! Action plan and Key Takeaways
! Q&A
Agenda and Goals

Speed
Convenience
Personalization
© 2015 Openbravo Inc. All Rights Reserved

… makes retailers live
in the
“L World”
Lack of Vision and Strategy…

! Single View of Customer
! Single View of Product
! Channel-agnostic Order Management
! Superb In-store Shopping Experience
! Enhanced Web and Mobile Shopping Experience
! Real-time Insights
! Scalabiltiy and Flexibility to Accommodate Future Needs
Key Business Goals for the Architecture

Key Architecture Differentiators
Search
Buy
Fulfil
Deliver
Pay
Return
! A service oriented architecture for
easier introduction and
deployment of new services and
higher granularity for decoupling
the different shopping steps
! Focus on channel integration
standardization for rapid
introduction of new channels
! Highly interoperable for rapid
integration with multiple back ends
and external systems
! Mobile-enabled and Cloud-ready
for higher business agility and
scalability

Services Layer
A Layered Architecture that adheres to SOA principles
Omnichannel Services including:
! Foundational services like security or loggin
! Services for new channel UI creation
! Business Services like Customer account
information, Customer purchase history, Product
reviews, In-store stock visibility, Payment…
! Services Orchestration to support cross-channel
scenarios like:
! Buy Online – Pick-up in the Store
! Buy Online – Home Delivery
! Buy Online – Return in the Store
! Reserve Online – Pick-up in the Store
! Store fulfilment
Third Party Integration Services that standardise
integration with external systems like 3PL,external loyalty
platforms…
Assisted and Unassisted channels:
! Store
! Website
! Mobile application
! Kiosks
! Call Center
! Social
! Price comparison sitesChannels
Corporate Business Applications
HTTP(S), REST, SOAP
ThirdParty
Integration
Services
Business Logic Layer
Data Persistency Layer
Front End Layer
Data
ThirdParty
Systems
HTTP(S),
REST,SOAP
Services Orchestration

!"!#$%&'(('()!*%+'$,-,&')!#%./&/'()!01-,2-$2()!3%%.(!
Master Data Set for Consistency Across Channels
Customer
Data Product Data
Pricing and
Promotions
Data
! Build a single central repository with all customer
data and interaction across channels
! Build a single central repository for managing,
structuring and displaying product information
consistently across all channels
! Build a single central repository for managing,
pricing, offers and promotion information
! Define processes, governance, policies, standards
and tools that work together to ensure data qualityServices Layer
Channels
HTTP(S), REST, SOAP
ThirdParty
Integration
Services
Front End Layer
Data
ThirdParty
Systems
HTTP(S),
REST,SOAP

Flexible Fulfillment for Ultimate Customer Convenience
Order
Management
System
! Provide real-time stock availability across all
channels
! Support definition of business rules for flexible
fulfillment strategies, including minimize shipments,
prioritize stockroom locations, ship from closest store
or ship from location with highest availability
! Support cross-channel scenarios, including returns
! Enable store fulfilment
Services Layer
Channels
HTTP(S), REST, SOAP
ThirdParty
Integration
Services
Front End Layer
Data
ThirdParty
Systems
HTTP(S),
REST,SOAP

Mobile POS for Superb In-Store Shopping Experience
! A responsive design web solution or a device-
dependant application according to business needs
! Assisted sale and inventory visibility capabilities to
influence customer decision everywhere in the store
! Support for offline operations
! Open to integrate technologies like mobile
payments or localization technologies (RFID,
beacons)
! Very easy to integrate POS to become a single
repository of data from multiple in-store data sources
Services Layer
Channels
HTTP(S), REST, SOAP
ThirdParty
Integration
Services
Front End Layer
Data
ThirdParty
Systems
HTTP(S),
REST,SOAP

Easy Search and Buy for Better Online Experience
Provide “frictionless” online experience
! Mobilized website
! Show and filter by store stock visibility
! Show product catalog navigation (images,
video…)
! Show product reviews and allow to enter reviews
! Ensure cart persistency across devices (start in
mobile and recover it later from desktop)
! Integrate payments
! Offer different check-out options
Services Layer
Channels
HTTP(S), REST, SOAP
ThirdParty
Integration
Services
Front End Layer
Data
ThirdParty
Systems
HTTP(S),
REST,SOAP

Consolidated Reporting for Higher Performance Visibility
! Consolidate multiple channel into a single repository
that can be drilled down into
! Embed analytics into business applications for faster
adoption
! Evaluate mobile analytics
Analytical
Data
Services Layer
Channels
HTTP(S), REST, SOAP
ThirdParty
Integration
Services
Front End Layer
Data
ThirdParty
Systems
HTTP(S),
REST,SOAP

Data
sources
Backoffice
Client
15
Front end
Layer
Services
Layer
Business
Layer
Persistence
Layer
Action
Handlers
Datasource
Services
Web Services
JSON
/ XML
Data Access
Components
Data Agents
Business
Components
Business
Workflows
Business
Entities
Cross-cutting
infrastructure layers
Security
OperationalManagement
CommunicationsandMessaging
POS
Client
Hardware
Manager
Channel
Service
Openbravo Commerce Suite Layered Architecture

16
Cloud-ready Mobile-enabled Interoperable OrchestratedTruly Modular
! Lower costs and
achieve higher
agility enabling
you to run lean on
your IT investment.
! Gain full freedom
to move from
Cloud to On-
Premise and the
other way around
as required for
your business.
! Gain full freedom
to select the
devices of your
choice thanks to
a responsive
mobile web
technology.
! Ensure
uninterrupted
operations thanks
to strong offline
support.
! Integrate easily to
leverage previous
IT investments or
ensure adoption
of future
technologies and
channels.
! Leverage existing
integration
modules like with
Magento,
Prestashop,
SugarCRM and
others.
! Build on top of an
OMS foundation,
a must for an
unified
commerce
strategy.
! Leverage
embedded
Business Process
Management
engine and
capacity to
define
customizable
business rules.
! Leverage
embedded
analytics to
analyze data
from various
sources in one
single repository.
! Gain actionable
insights that help
automate
processes, predict
behavior, deliver
insights to the
right person at the
right time.
! Easier to adapt
and extend.
Smoother
updates and
upgrades with an
integrated
Module
Management
Console.
! Enable more focus
on differentiation
and innovation
and experiment
with confidence.
Informative
Ready to Deliver Omnichannel Services

Leading French
Home Furnishings
Retailer
And Already Adopted by Leading Retailers. 3 of Them.
! ! 8.2bn in 2014 turnover and
900 stores in 22 countries
! Full Store solution
! Online channel integration
Enhanced shopping experiences with
mobile POS to progress in India expansion
and omnichannel strategy.
! Part of Groupe Adeo
! #1 in European DYI retail
with !15bn+ turnover
! Complete integration of all
retail channels for sales
growth acceleration
! Support for cross-channel
A new multichannel architecture with a fully
operational OMS up and running in 3
months with single view of clients across
channels.
! Full store solution
! 300 stores
! 4.000 POS
! +300.000 SKUs
! ! 2bn+ turnover
A new store solution for full control of store
operations, enhanced shopping experience
and higher fulfillment flexibility.

retailers have an
Omnichannel
strategy;
But only a fraction
have a dedicated
senior executive
driving it
64%
Insights from Happiest Minds Survey Report of US
Retailers

Provide order online pick up in
store
<25%
offer flexible fulfilment -pick up
from store/ ship from store
leveraging store network
44%
Retailers
retailers enable customers
to engage across stores,
kiosks, web, mobile, social, call
center
38%

Deliver a perfect Order
70%
Accept returns seamlessly
across ordering channels
57%
Do not offer flexible / more
complex fulfillment choices
>75%
Retailers

Do not have Customer
360 which is core to
Omnichannel
Personalization
56%
Retailers
Provide ‘do not have to
repeat’ myself
experience, which
is a true epitome of what
a customer 360 view can
enable in a customer
service context
16%

Have ‘Save a Sale’ capability –
translates to lack of single view
of enterprise entities like
customer, inventory, product for
on-the-floor store associates
15%
Retailers
Have KPI/ Incentive structure
that allows Omnichannel
Attribution for initiatives that
cross-over channels (like in
store pickup, in-store ordering
for home delivery etc.)
18%

Have clearly
identified
IT security
initiatives that
are central to
Omnichannel
strategy
43%
Retailers

• Omnichannel fulfillment through click and collect enablement for a US
retailer
• eCommerce enablement for a large cash and carry retailer
• Geo-fencing and i-beacon based communication for a global
clothing retailer
• Product recommendation system for a US apparel retailer
• Enhanced store associate engagement using gamified BI for a US
retailer
• Personalized recommendation using big data analytics for a leading
home improvement retailer
• Integrated retail and cinema platform for a leading European chain
• Consumer engagement application for a US toy retailer
• 24/7 monitoring SOC services for a gaming enterprise in US
• Penetration testing, Vulnerability management, Secure SDLC and
PCIDSS preparedness for an online player
Happiest Minds Retail
Our Retail Industry Offerings : Focused around Digital Transformation Mandate
Security and Infrastructure Transformation
Retail Success Stories
Domain
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(5&--('1(#
%'*"+,&'-*.&"#
56+%&-('#!"+072%+######
8#9*':(."7#
;6%&-*.&"#
• Customer Experience in Store
• Omnichannel experience:
Integrated Promotions and
Recommendations
• Associate Enablement and
Productivity
• Convergence of e-Commerce,
M-Commerce and Store Ordering
• Omni-Channel Customer 360
• Omni-Channel Customer
Feedback
• Omnichannel Maturity
Assessment, Strategy and
Roadmap
• Customer Segmentation
• Campaign and Marketing
Analytics
• Personalized Recommendation
• Big Data Ingestion and Data
Science as Technology offering
• PoS Security
• BYoD and Mobility Security
• IT in a box
• Network, Web and App Security
• Assessment – Security, Compliance
• Analytics Security i.e. Securing
your Analytics platform
• Data Security (PCI 3.0)

Key Takeaways
! Omnichannel has come of age;
Perfect Storm has landed
! Leadership Commitment is
crucial
! Stores remain nerve-center
! Big Data and Advanced
Analytics – bedrock of
Personalization Strategies
! Foundational Capabilities are a
must – single view of customer,
product, inventory, orders
! Security cannot be an
afterthought

How to Start?
Do an
Omnichannel
Business
Readiness and
Architecture
Assessment

Web: www.openbravo.com/contact
www.happiestminds.com/enquiryform
Email: info@openbravo.com
business@happiestminds.com
Thank you very much
for your attention

How to Implement Architecture to Support Omnichannel Services

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