Brooks Brothers Embarks on a Business Transformation with SAP HANA
Sahal S Laher, @sahal_laher
SESSION CODE: RL2325
Why retailers should embrace innovation
Making the shift from a retail company that uses technology to a technology company that runs retail
How to shape a global omni-channel supply chain that can dynamically respond to customer demand
LEARNING POINTS
@SAHAL_LAHER @BrooksBrothers
AGENDA
Are you ready for Omni-Channel?
Disrupt or Be Disrupted!
Evolution of the Customer Experience Collapsing the silos across channels Everyone and everything is connected! Personalization of Retail The Speed of Retail Fulfillment Flexibility Rise of the Millennials
What is Brooks Brothers doing about it? Phased Approach Near term vision and solution map Long term vision and solution map
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Are you ready for Omnichannel?!
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Disrupt or Be Disrupted*!
*Steve Lucas, President: SAP Platform Solutions
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Evolution of Customer Experience
@SAHAL_LAHER @BrooksBrothers
Collapsing the silos across channels
@SAHAL_LAHER @BrooksBrothers
Everyone and everything is connected!
@SAHAL_LAHER @BrooksBrothers
Personalization of Retail
@SAHAL_LAHER @BrooksBrothers
The Speed of Retail
@SAHAL_LAHER @BrooksBrothers
Fulfillment Flexibility
With 12 morefulfillment centers, Amazon will reach50
%
of the US populationwith same daydelivery
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Rise of the Millenials
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Brooks Brothers Journey
Our approach to the Transformation andTop 5 Priorities with
Roadmap
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This is more than a technology project…
Strategy and Vision1
2 Sequencing and Prioritization
3 Customer Experience
4 Technology
5 People and Change Management
6 Logistics
@SAHAL_LAHER @BrooksBrothers
Priority #1 – Customer Master
Understand the customer as a unique individual by collating all interactions and sales across all
channels into one place
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Priority #2 – Translate Data into Insights
“If I had asked people what they wanted,
they would have said better Excel
Spreadsheets.” @SAHAL_LAHER @BrooksBrothers
Priority #3 - Inventory Intelligence
Break down the barriers between channels and
have the right product in the right place at the
right time.@SAHAL_LAHER @BrooksBrothers
Priority #4 – Accurate Demand Forecasting
“Combine art and science to develop a dynamic and robust
way to forecast customer demand”
@SAHAL_LAHER @BrooksBrothers
Priority #5 – Personalization
“Maximize every customer interaction by focusing on what is important to that customer, generic
doesn’t work anymore” @SAHAL_LAHER @BrooksBrothers
Roadmap Summary
PHASE 1 •CAR Foundation plus CRM•Omni-channel Customer Master with SAP CRM – Customer Interaction Center•POS/DM
PHASE 2 •CAR Planning•Assortment Planning•Merchandise Planning
PHASE 3 •FMS•Europe Pilot•Global Rollout
PHASE 4 •Retire Legacy Systems•JDA and SAP AFS are fully retired•SAS data warehouse is decommissioned with all data now in HANA
Complete
Q4-2015
2016
2017
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Conceptual Snapshot
SAP FMS
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Near term Vision and Solution Map
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Long term Vision and Solution Map
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STAY INFORMED
Sahal Laher: @sahal_laher
Brooks Brothers: @BrooksBrothers
Follow the ASUGNews team:
Tom Wailgum: @twailgum
Chris Kanaracus: @chriskanaracus
Craig Powers: @Powers_ASUG@SAHAL_LAHER @BrooksBrothers
THANK YOU FOR PARTICIPATING
Please provide feedback on this session by completing a short survey via the event mobile application.SESSION CODE: RL2325For ongoing education on this area of focus,visit www.ASUG.com
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