A web and mobile app solution that creates a seamless online and in-store shopping experience by leveraging public social data. Conceptualized by Anant Chaudhry, Tarang Jatkar and Sean Wiedemeier for a case competition by Cognizant.
Problem Statement IA MO CHS CE RM VP C Problem Statement: Retailer PerspecHve 3 Showrooming1 • Customers look at products online • Get first hand experience in store • Go back online and buy Targeted MarkeHng • Track buying behavior and price points • Send coupons for relevant purchases Inventory Management • Demand based replenishment • SKU’s need to be on the right shelves 1hXp://www.gallup.com/poll/165989/showrooming-‐affecHng-‐retail-‐sales.aspx
Problem Statement IA MO CHS CE RM VP C Problem Statement: Consumer PerspecHve 4 Finding Relevant Deals • Brick and Mortar stores do not offer the best deals • Targeted with non-‐relevant backward looking coupons Finding Items1 • Huge Store Layouts • Too Many SKUs • Untrained Store Assistants Comparing Products • No Access to user reviews • No compeHng product informaHon 1hXp://www.bloomberg.com/news/2013-‐03-‐26/customers-‐flee-‐wal-‐mart-‐empty-‐shelves-‐for-‐target-‐costco.html
Problem Statement IA MO CHS CE RM VP C Trends • Navigate without a store associate’s help1 80% • Trust earned media2 84% • Influenced by social channels1 75% • Mobile-‐influenced store sales $593 billion1 5 1 hXp://www.deloiXe.com/view/en_US/us/press/Press-‐Releases e051ee4e0e395410VgnVCM1000003256f70aRCRD.htm 2 hXp://www.nielsen.com/content/corporate/us/en/press-‐room/2013/nielsen-‐-‐earned-‐adverHsing-‐remains-‐most-‐credible-‐among-‐consumer.html
Problem Statement IA MO CHS CE RM VP C Industry Analysis 6 • Retail Market $4.58 trillion1 • Extremely Saturated Market2 • High CompeHHon Levels2 • Low Profit Margins2 • Rising compeHHon from e-‐ commerce2 1 hXp://www.emarketer.com/ArHcle/Total-‐US-‐Retail-‐Sales-‐Top-‐3645-‐Trillion-‐2013-‐Outpace-‐GDP-‐Growth/1010756 2 Insights drawn from IBISWorld Industry Report 42441 Grocery Wholesaling in the US, IBISWorld Industry Report 45291 Warehouse Clubs & Supercenters in the US, IBISWorld Industry Report 44611 Pharmacies & Drug Stores in the US 2.78 1.8 Retail Market 20151 $ Trillion Retail Market Addressable Market
Problem Statement IA MO CHS CE RM VP C Market Opportunity 7 Relevant Industry Size PotenHal Increase in Sales AdjusHng Increase in sales for consulHng relevant market Projected Cognizant Revenue 1 hXp://www.emarketer.com/ArHcle/Total-‐US-‐Retail-‐Sales-‐Top-‐3645-‐Trillion-‐2013-‐Outpace-‐GDP-‐Growth/1010756 2 Insights drawn from IBISWorld Industry Report 42441 Grocery Wholesaling in the US, IBISWorld Industry Report 45291 Warehouse Clubs & Supercenters in the US, IBISWorld Industry Report 44611 Pharmacies & Drug Stores in the US
PS IA MO CHS CE RM VP C Leveraging Code Halos Product Halos Source Product informaHon Price informaHon Reviews Aggregates InformaHon across the internet Consumer Halos Source Social data Online acHvity First hand product preference Aggregates Data from Lumen Plugin 9
Problem Statement IA MO CHS CE RM VP C Bringing AcHonable Insights to Consumers, Retailers and Cognizant 11 The SoluHon: LUMEN Browser Plugin Mobile ApplicaHon Insight Plamorm
Problem Statement IA MO CHS CE RM VP C Unified Product Insights: ü Compare prices ü Buyer SenHment across websites ü Expert Review Contextual Product & Consumer Halos 12 Web Browser Plugin
MO Code Halo SoluHon CE RM VP C Intro Mobile App Mobile app aggregates: ü Consumers shopping list and preference ü Retail store meta data Envisioned Features Shopping Cart ü Tracks desired items from widget ü Suggest items based on web search and social context Store map ü Locate merchandise and track on-‐shelf unavailability Deals ü Targeted couponing and customized price matching 13 13
MO Code Halo SoluHon CE RM VP C Intro Shopping List Lumen suggests items: Based on user’s past behavior Based on similar profile behavior Lumen benefits: User’s reacHon builds profile Items in list target for deals Consumer adds items: Via search When suggested by app prompt Consumer benefits: Inherent shopping list uHlity Price comparisons lead to savings
MO Code Halo SoluHon CE RM VP C Intro Deals Lumen pushes deals Based on proximity, shopping list and profiles Time sensiHve deals Lumen benefits Consumer reacHon builds profile PopulaHon trends tracked Consumer redeems deals Accessed via push or browse Simple redempHon at checkout Consumer benefits Cost savings Increased volume of deals More relevant deals
MO Code Halo SoluHon CE RM VP C Intro Map Consumer uses map Finds desired item Can plot path to mulHple items Lumen collects data Based on user past behavior Based on similar profile behavior Lumen benefit Increased likelihood that consumer finds and buys item Data on in-‐store browsing habits Consumer benefits Increased efficiency and saved Hme
Problem Statement IA MO CHS CE RM VP C User adds desired items to his Lumen shopping list allowing Lumen to suggest deals and products User can access shopping list to see the availability of their desired products and the recommended products Users conveniently find desired products and deals The Lumen app offers deals based on user’s shopping list, store wide discounts as well as targeted Hme sensiHve deals When they enter a partner store the Lumen app offers assistance in finding products and deals A Walkthrough
MO Code Halo SoluHon CE RM VP C Intro Compare prices and raHngs across mulHple shopping websites Search through store and get assistance to find the product Hunt for best deal online and offline 19 Typical Purchase Process
MO Code Halo SoluHon CE RM VP C Intro Purchase Process with Lumen Compare best deals online at a single glance Find what you are looking for quickly and compare online and in-‐ store prices easily Get personalized deals from retailer 20 20
Problem Statement IA MO CHS CE RM VP C 21 Value ProposiHon Retailers ü Increased revenue ü AcHonable insights ü Real Hme consumer senHment ü On shelf demand analysis Cognizant ü Increased revenue ü AugmenHng capabiliHes ü Capitalizing on Code Halo economy ü First hand consumer and industry insights Consumers ü Centralized app ü Aggregated insights ü Informed choices and beXer decisions ü Improved in-‐store experience
Problem Statement IA MO CHS CE RM VP C CapabiliHes 22 Omnichannel Mobile Omnichannel strategy & roadmap Cross-‐channel integraNon Digital markeNng Loyalty and CRM Stores Point of service In-‐store producNvity GamificaNon In-‐store service management Merchandising Retail informaNon management Category management Pricing PromoNon management LUMEN Consumer Insights Building on exis-ng retail capabili-es
Problem Statement IA MO CHS CE RM VP C Risk and MiHgaHon 23 CONSUMERS RETAILERS COGNIZANT Value proposiHon IncenHves EncrypHon Time and locaHon sensiHve data Insights, not primary data Data depth B2C partnership POC engagement Reluctance Privacy Security Found data sharing Proprietary informaHon sharing Proprietary apps IniHal investment What comes first? RISKS MITIGATION
MO CHS CE RM VP Conclusion Intro Why Cognizant? Strengthen posiHon as a knowledge, thought, and acHon leader Leverage awareness of consumer acHvity Adapt to the evolving consulHng landscape Signal versaHlity to business world 24
Problem Statement IA MO CHS CE RM VP C CompeHHon SoXware and ConsulNng Services Consumer Insight PlaZorms Strategy & implementaNon Price Comparison Store NavigaNon 25
MO CHS CE RM VP Conclusion Intro Why Now? WE HAVE COME TO THE CONCLUSION THAT THE SAME FORCES THAT DISRUPTED SO MANY BUSINESSES, FROM STEEL TO PUBLISHING, ARE STARTING TO RESHAPE THE WORLD OF CONSULTING1. -‐CHRISTENSEN ET AL, HARVARD BUSINESS REVIEW 1hXp://hbr.org/2013/10/consulHng-‐on-‐the-‐cusp-‐of-‐disrupHon/ 26 26
MO CHS CE RM VP Conclusion Intro Strategy McKinsey SoluHons: 2007 27 Tech, risk and ImplementaNon Monitor Purchase: 2013 Industry EvoluHon ShiXs in CompeNNve PosiNoning
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