DIGITAL BUSINESS

P R E SE NT ED B Y
VR U SHA L I A NI L R AJ PURE
CARLSBERG
DIGITAL B2B PLATFORM
CARLSBERG CHALLENGE
• How do you move a traditional B2B client relationship towards a
business partner relationship through a digital engagement strategy?
• Carlsberg requested Osudio to guide in their digital transformation process.
• Value Proposition to the actual development of the B2B engagement &
commerce platform, it combined digital strategy, design and developing in
one project.
• Osudio took over a SAP Hybris implementation and extended the technical
migration to UX and Engagement.
• Across various countries and Carlsberg’s multiple brands, the business voice
and the customer voice were brought together.
JOINT SOLUTION
• The result is a digital platform that goes beyond transaction and strengthens client
relationships. Thus, it supports Carlsberg’s aspiration to guide and direct their
customers in order to adapt/react to the ever-changing marketplace they operate
in.
• The Business Consultancy team translated the customer experience requirements
into features and functions supported by SAP Hybris commerce and Sitecore
engagement.
• An important aspect was an advanced promotion engine to support various
complex promotion mechanics. The set-up runs on the Microsoft Azure cloud
solution, which has never been used in the Hybris and Sitecore combination before.
• The engagement layer was implemented in close collaboration with Evident, a
third-party implementation partner, under the coordination of Osudio, providing
Carlsberg with one partner for their digital transformation.
STRATEGY
• Osudio challenged Carlsberg to redefine their value proposition. They
reassessed how their offering solves customer problems or improves
their situation and what benefits would be delivered.
• The discovery continued by assessing what kind of customer behavior
would be supported across which channels and how engagement
could be build.
• This was done by jointly analyzing customer journeys, using personas
and customer experience maps.
VISUAL DESIGN
• The key brand values of Carlsberg were carefully studied and
translated into a mood board, which formed the foundation of the
visual design of the platform.
• Osudio developed a style guide that allows Carlsberg to keep their
brand identity in place both centrally and locally.
• It also helps Carlsberg to deliver consistent customer experiences
across multiple brands and markets.
• The style guide was developed based on the Generic Language –
Local Experience (GLUE) principle which builds on atomic design
principles.
E-COMMERCE
• To make the online environment a success, Osudio matched the B2C
expectations of Carlsberg’s clientele with the customer experience of
the B2B platform.
• By adopting the B2C-like features personalization, recommendation,
interactivity and search. Osudio transformed the journey for the B2B
user into an excellent commerce experience.
• This resulted in a scalable platform that is already in use in three
European countries.
• It will be rolled out to more European countries and beyond in 2018,
further enabling global ambitions in the period to come.
CUSTOMER ENGAGEMENT
• Osudio enhanced customer engagement by designing and delivering
a personal, relevant and convincing user experience, such as a
personalized product catalog and promotions based on buying
profile.
• This increases the brand perception of Carlsberg’s customers and
delivers measurable goals.
• By enhancing customer engagement, delivering measurable goals
and increasing brand perception, Osudio adds value and enriches the
quality of the customer’s interactions with Carlsberg.
HOW CARLSBERG BENEFITS
• Focus on key persona types to create optimized customer journey for
b2b customers
• Increase engagement with customers
• Template solution to support all markets
• Flexibility in terms of driving commerce and creating experiences
• Tie-ins to other marketing driven solutions, like email marketing
• Increase revenue by better customer journeys, clear promotion
structure, rewards etc.
Apple – A Digital Business Strategy Case
Study
POSITION & ENGINE OF GROWTH
HOW CUSTOMER PERCIEVES YOUR BUSINESS

CUSTOMER VOLUME
HOW CUSTOMER PERCIEVES YOUR BUSINESS

CUSTOMER VOLUME
HOW CUSTOMER PERCIEVES YOUR BUSINESS

CUSTOMER VOLUME
APPLE VS. SAMSUNG
HOW CUSTOMER PERCIEVES YOUR BUSINESS

CUSTOMER VOLUME
The Ionology Digital Transformation
Framework used to:
• Identify opportunities for growth
• Identify opportunities for innovation
• Identify new sales opportunities
• Employ the most effective marketing tactics for your business
• Understand if and how you can take on your digital competitors
• Identify capability gaps
• Select or create the right technology to deliver transformation
• All using data driven decision making.
• ASOS, the UK’s largest online fashion retailer are experiencing
slowing sales growth as shares plunge.
• Analysts reported that shares dropped over 8% and revenue growth
has slowed down.
• However, analysts have backed ASOS’ investment in technology to
improve customer experience and use of data analytics to pay long-
term dividends.
•
How are ASOS using digital channels to
promote the brand?
• ASOS has adopted a cross-channel approach by using a number of
paid and organic channels to promote the brand and product range.
• They have taken a look at some of the digital channels the company
is using and perhaps you will find some useful tips for your own
brand.
 TWITTER

• ASOS has multiple Twitter profiles which offer trend updates,

customer support and offers for multiple countries.
• Tweeting multiple times throughout the day, ASOS use a
combination of outfit ideas with images included as well as discounts
and offers exclusively to Twitter followers.
• It is important to offer your followers unique content which they don’t
receive on other channels.
• If you take this approach, make sure you create different content for
Facebook, Google+, Instagram, Snapchat and Pinterest.
 GOOGLE+

• ASOS alter their strategy on Google+ rather than using the same
content as their Twitter feed, they embed gifs.
• The company has created multiple compelling and unique gifs which
are a daily feature on their Google+ page.
• The brand doesn’t just stick to sharing images of their products, but
shows a more ‘human’ side to the brand with humourous content
from popular films and TV shows
• Such as the ‘Fresh Prince of Bel Air’ and the lovable characters from
‘Despicable me’.
FACEBOOK
• Although a similar strategy to Twitter
and Google+, ASOS vary the content
they use on Facebook.
• It is a good idea to alter your content
across all channels as some of your
fans and followers will be connected
with your brand on different
platforms.
• ASOS seem to have a penchant for
sharing animal images which appears
to work.
PINTEREST
• In the run up to Christmas 2013, ASOS
generated 1,728 shares per week
on Pinterest.
• In total, 160,958 links to content
on ASOS.com had been pinned by
users.
• ASOS has over 60,000 Pinterest
followers, seven times the amount of
followers on Pinterest as the next
nearest retailer, Next, with just over
9,000 followers.
• ASOS most successful item on
Pinterest, a ‘road trip fashion’ look,
was pinned 51,588 times.
 SNAPCHAT
• ASOS sent different discount codes to their followers.
• The codes were unique so the company could track the results from
the code.
• Snapchat is predominantly used by teenagers and this is a very
unique way for the company to reach the younger audience.
ADWORDS
• ASOS are appearing in one of the top ad positions for ‘maxi dresses’
and are utilising the seller ratings feature.
• Seller ratings improve the overall quality of your ads as it tells your
target audience other people have purchased before and are
satisfied.
Online Loyalty Scheme
• ASOS are trialing an online loyalty scheme with 325,000 customers.
The programme offers users five points for every £1 they spend, with
each point worth 1p.
• That means if a customer spend £60, they’ll earn 300 points worth £3.
The scheme has been implemented to boost engagement and brand
loyalty.
• The company has announced they will decrease digital marketing
spend while they identify more cost-effective channels to lift sales.
CONCLUSION
• Digital strategy is even more important to the online-only retailer,
and they should analyze each channel individually to determine the
platform that drives the most sales.
• ASOS’ digital marketing strategy is essential particularly in adjusting
price, targeting and merchandise by geographical locations and
understanding the drivers and influencers in each of its markets