solution leverages three Salesforce cloud technologies and MuleSoft’s Anypoint
Platform to accelerate business transformation for grocers
New York and Paris – March 4, 2019 – Capgemini today announced the
launch of Unified
Commerce Solution for Grocery, a new Salesforce Fullforce
solution designed to help grocers capture loyalty in the rapidly expanding
online grocery market by improving the ordering experience. Developed by Lyons Consulting Group
(LYONSCG), part of Capgemini, Unified Commerce Solution for Grocery integrates
eCommerce with marketing and customer service systems to help grocers
personalize offers and deliver groceries faster.
research shows that the level of online ordering is set to increase
rapidly. Thirty eight percent of U.S. customers already order groceries online
from retailers (at least once a week or multiple times), and this is expected
to grow to 52 percent by 2021. Additionally, 40 percent of consumers now rank
delivery services as a “must-have” feature for food and grocery purchases. And
one in five consumers (20 percent) say they are prepared to switch retailers if
delivery services are not provided.
Unified Commerce Solution
for Grocery helps retailers deliver on their business goals and address the
needs of the modern grocery shopper by providing eCommerce, marketing and customer
service capabilities through Salesforce Commerce Cloud, Marketing Cloud and
In addition, the
solution incorporates MuleSoft’s Anypoint Platform to help grocers integrate legacy
data and applications, including point-of-sale, financial and inventory
systems, loyalty, promotion engines, etc. into an application network. Together,
the solution is intended to help grocers increase speed to market, deliver an
omnichannel strategy, integrate systems with digital customer facing technologies,
and implement new, innovative technologies to enhance the customer experience.
placed orders before delivery is confirmed.
and filtering products based on previous orders.
customer preferences by adding and saving favorite grocery items to a customer’s
profile for quick re-ordering.
location inventories with a real-time look into product selection, pricing and
Streamlining and personalizing
email marketing campaign deployment.
“With the online grocery market positioned to grow substantially
over the next few years, now is an exciting time to look at new, innovative
ways to reach consumers and create truly differentiated digital shopping
Rich Lyons, CEO of LYONSCG, part of the Capgemini Group. “This solution can help grocers quickly and cost-effectively implement
technology to fulfill orders, build loyalty and ultimately transform their
“We are excited that Capgemini has again
been recognized as a Salesforce Fullforce Solution partner and is helping
companies in the grocery industry connect with their customers in entirely new
and innovative ways,” said Don Lynch, SVP, worldwide
alliances, Salesforce. “We work closely
with Salesforce Fullforce Solution partners to ensure our customers benefit
from Capgemini’s proven industry expertise with the Salesforce Platform.”
been a global strategic consulting alliance partner with Salesforce for more
than 10 years, and its capabilities and solutions portfolio continue to meet
the digital customer experience needs of clients around the world, enabling
them to achieve innovation and competitiveness.
A global leader
in consulting, technology services and digital transformation, Capgemini is at
the forefront of innovation to address the entire breadth of clients’
opportunities in the evolving world of cloud, digital and platforms. Building on its strong 50-year heritage and
deep industry-specific expertise, Capgemini enables organizations to realize their
business ambitions through an array of services from
strategy to operations. Capgemini is driven by the conviction that the business
value of technology comes from and through people. It is a multicultural
company of over 200,000 team members in more than 40 countries. The Group
reported 2018 global revenues of EUR 13.2 billion (about $15.6 billion USD at
2018 average rate).
Lyons Consulting Group (LYONSCG), part
of the Capgemini Group, is a leading global commerce service provider, with
capabilities that include consulting, digital agency, systems integration,
technology services, and managed services. LYONSCG combines proven
methodologies, deep technical expertise, and award-winning design to create
digital commerce experiences that engage and convert consumers and buyers.
Hundreds of leading B2C and B2B brands trust LYONSCG to realize their commerce
vision and continually optimize it to drive profitable growth. LYONSCG is a
partner of Salesforce Commerce Cloud, SAP C/4HANA and Adobe Magento; is a
recipient of Salesforce Commerce Cloud Global Sales Partner and Delivery
Partner of the Year awards, and Magento Partner Excellence and Magento
Innovator of the Year awards. For more information, go to www.lyonscg.com.
MuleSoft’s Anypoint Platform is a leading application network
platform. It allows organizations to create composite applications that connect
apps, data, and devices through API-led connectivity to form a flexible
application network. Anypoint Platform is a unified, single solution for iPaaS and full
lifecycle API management, both on-premises and in the
Salesforce, Fullforce, Commerce Cloud, Marketing Cloud, Service Cloud
and others are among the trademarks of salesforce.com, inc.
Fullforce Solutions are systems integrator or consulting partner offerings recognized
for their specialization in priority Salesforce industries and other key solution
areas. Fullforce Solution alliance partners have demonstrated proven experience
and customer success.
Arguably the most important facet of understanding your customers is understanding their journey: the path they take to purchasing products and services. Along this journey is research, consideration, comparison, and eventually, purchase.
Today’s consumers rely on various channels to reach different points in the buyer’s journey. For example, shoppers and buyers both rely heavily on digital sources when in the research stage of their journey, and lean especially on their mobile devices in this phase.
According to Retail Touchpoints, more than 50% of Google search queries now come from mobile devices, and the fact that 85% of a smartphone user’s time is spent in apps, in-app product discovery is on the rise as well. Furthermore, 81% of shoppers compare prices and selection online before deciding on their purchase.
The In-Store Customer Journey
Much has been said about the demise of brick-and-mortar shopping, and although online purchasing is steadily growing, the vast majority of purchases are made in stores. Post-purchase contact in the form of loyalty offers, direct mail, coupons, surveys, and more ties into the customer journey as well.
Today’s customers are truly cross-channel shoppers. One consumer may see an offer on a mobile phone, research and find the best price on their desktop, reserve the product online, pop into a local store to physically pick it up, and interact with the brand post-purchase through email – and this is just one specific example of a modern buyer’s journey.
Without centralized customer data and a consistent experience across all of these channels, customers will end up shopping and buying elsewhere. Today, customers care about the experience just as much as the actual product or service. Brands need to put themselves in their customers’ shoes and identify the opportunities to enhance and integrate every facet of the journey.
Now, different customers will have different customer journeys depending on a variety of demographic, regional, and behavioral data. For example, let’s take a look at some different cohorts to highlight how the customer journey differs across different sets of customers.
Internet Access – 96% of Shoppers who have access to the internet made at least one commercial transaction in their lives, and about 81% have done so in the last month alone.
Age – Millennials value 24/7 availability more than anything, but Baby Boomers demand their issue is solved the first-time. 70% of Baby Boomers would reject automated service in order to speak to a person – even if the time, effort, and outcome were identical. Got a complaint? Millennials prefer to email you, but Baby Boomers expect a call.
Parents – There’s one major difference between parents and non-parents: convenience to shop. In fact, nearly half of parents can’t live without online shopping—and they spend about 60% more on online shopping per year compared to non-parents ($1,071 vs. $664).
Gender – Men reported spending 28% more online than women over the last year. Shopping patterns across different categories gave similar results in terms of spend.
Location – Shoppers shop differently depending on where they live. For instance, metropolitan shoppers spend more online ($853 annually) than suburban shoppers ($768) or those rural areas ($684).
What this shows us is that there is no singular customer journey. Shoppers have different levels of engagement and expectation based on a multitude of lifestyle variables. This challenges merchants to understand who their customers are, what they expect, and how to develop an experience fine-tuned to their needs.
To learn more about the customer journey and how to optimize your experience to account for today’s paths to purcahse, make sure to download the latest LYONSCG White Paper – The Building Blocks of Unified Commerce.
If you wait until the last second to do your holiday shopping, buying online and picking up in-store (BOPIS) is your best friend. Store pickup has become a staple of online shopping over the past few years and has saved many a holiday shopper who simply doesn’t have the time to wait for shipping. At first glance, this functionality may seem simple, but when you look closer, it becomes apparent that some features are more important than others.
Location is everything when it comes to in-store pickup. Rather than asking the user to search for a location, some sites use your ip to determine your general location and automatically assign the closest store for you.
In this instance, your location can typically be found in the site header so that no matter what page you’re on, you know which location you’re ‘shopping.’ While this doesn’t cover 100% of users, it’s still a nice time saver.
While “location” is the most important part of store pickup, product availability is a close second. There’s nothing more frustrating than arriving at your destination only to find the item you want is out of stock.
Sites that champion in-store pickup will introduce product availability information as early as the search results or category browse page. Great sites will include the actual stock number and the store hours. Not only does this inform users, but it creates a sense of urgency which drives conversion. For example, a user is more likely to go straight to check out if they know there is only 1 item left in stock and the store closes in half an hour.
BOPIS and ROPIS
Once a user knows what they want and which stores have it, they can continue to the next step. This involves securing the item for pickup via the website. BOPIS and ROPIS refer to two very distinct types of store pickup (and incidentally are very fun to say) BOPIS stands for Buy Online Pick up In Store while ROPIS stands for Reserve Online Pick up in Store. Simply put, BOPIS involves paying online and ROPIS involves paying in store.
BOPIS is valuable because it allows real world shoppers to use all the convenience of online checkout including one click purchasing, payment methods like Apple Pay and PayPal, promo codes, rewards points, and more. ROPIS is nice because the customer can secure their item for pickup without going through checkout. It is typically a simple one page form or even a ‘tap to call’ process for mobile phone users.
The final step in the store pick up journey is the actual acquisition of items. You can design and build the perfect online experience, but if your customer doesn’t know what to do there’s bound to be trouble.
Different sites and stores have come up with some interesting solutions. Most stores will have an order pick up kiosk somewhere near the entrance to the store. Alternately, stores like Home Depot will tell customers what aisle their item can be found in. Microcenter will even give you a map!
Walmart has been rolling out a giant vending-machine-style tower where customers scan a code and receive their item.
If that’s not convenient enough, Walmart BOPIS customers can request curbside delivery. A store associate will load your items into your car right outside.
The rapid progression of web and mobile technology has given rise to the incredible progress of the store pick up experience, and the future looks even more promising. Remember to explore all the options available if you ever need to pick something up last-minute for your holiday gift exchange!