Let’s Talk Conversational Commerce

Make the connections
that make a difference…
Because extraordinary connections
deliver extraordinary results
SAP Customer Experience Live
October 10-11, 2018
SAP Customer Experience
Let’s Talk Conversational Commerce
Fad, Formidable or Foundational
David Harrelson | SAP CX Live 2018

Conversational
Commerce:
Level Set

3Let’s Talk Conversational Commerce | David K Harrelson | October 2018 © 2018 Capgemini. All Rights Reserved
IDC forecasts
worldwide spending on
digital transformation
technologies
(hardware, software,
and services) to cross
the $2 trillion mark
by 2021.
Conversational Commerce
Let’s Talk Conversational Commerce | David K Harrelson | October 2018 © 2018 Capgemini. All Rights Reserved

Conversational Commerce | Level Set
Conversational Commerce promises
to fundamentally alter relationships
between consumers, brands retailers and
manufacturers. It is the next big
battlefield for the hearts and minds of
shoppers.
For retailers and consumer goods
manufacturers it presents the opportunity
and the challenge to develop deep,
sticky brand affinity to an ever-
growing cohort of customers.

Conversational Commerce | Level Set
Fad, Formidable, or Foundational
• Research conducted
in Q4 2017
• Over 5,000
consumers surveyed
• 4 primary countries:
o United Kingdom
o France
o Germany
o USA

Conversational
Commerce:
Fad,
Formidable, or
Foundational

8
Conversational Commerce | Fad
Current Market Smart
Sealer Leader
68%
24%
Market share has
increased from 7% since
launching in Q4 2016
Maintains Control of the
Chinese Market
8%
Voice Assistant Market
Share since Q4 2016
SOURCE: CNBC
$13b
Voice Assistant
speaker industry by
2024

9
Voice Shopping
Set to Jump to
$40b By 2022,
Rising From
$2b Today
February 28, 2018
Text
SMS or messaging apps
lie Facebook and Slack
allow customers to chat
and interact with bots.
Voice
Smart speakers and voice
technologies allow customers
to quickly speak commands
and interact with bots on a
conversation level.
Two forms of digital conversation between brands on consumers
$40b
Source: OC Strategy Consultants
& USA Today

10
Source: Amazon, Google, Microsoft, Apple, and other company websites and press releases. Kleiner Perkins, Internet Trends 2017, May 2017. Google voice recognition
data as of 5/17/17 and refers to recognition accuracy for English language.
Advances in voice recognition have fueled growth in voice assistants and their
commercial applications
81%
Users of digital
voice assistants
who have used
them via
smartphones

Conversational
Commerce:
Formidable

Conversational Commerce | Formidable
September 18, 2018 | Shannon Liao
Starting 2021, Android fans will be able to have Google’s mobile
operating system in their cars. Google is teaming up with the Renault-
Nissan-Mitsubishi Alliance (RNMA), the world’s biggest auto group
that jointly sells more cars than any other carmaker collective, to
develop the dedicated operating system that will control the car’s
entertainment and GPS systems, according to the leading technology
news and media porta The Verge.
The operating system will allow users to download automobile-specific apps
through Android’s Play Store, and will be assisted by Google Maps for
navigational requirements and by Google Assistant for voice
commands.
Google partners with the world’s
biggest auto group to bring Android
to cars

CNBC- August 21, 2018
Saint Louis University in Missouri recently
announced it would put over 2,300 Amazon Echo
Dot smart speakers enabled with Amazon's voice
assistant Alexa in every dorm room on campus.
CNBC- June 26, 2017
Developers at top hospitals and medical clinics
across the country are tinkering with Amazon Alexa and
other voice technologies for a variety of applications.
Boston Children's Hospital piloted an Alexa app to
help physicians comply with protocols before
procedures and surgeries.

Bain also found that in categories in which Amazon
has a private brand, 17% of the time Alexa
recommends the private-label product.
The Next Big Threat To Consumer
Brands (Yes, Amazon’s Behind It)
February 27, 2018
Sabrina Chaudhuri and Sharon Terlep
In a test conducted in October 2017, Bain & Co. found that for
customers making a first-time purchase without specifying a brand,
over half of the time Alexa’s first recommendation was a
product from the “Amazon’s Choice” algorithm, which
implies a well-rated, well-priced item that ships with Prime. The amount of revenue
Amazon’s private-label
business (with its 120
proprietary brands) is
expected to generate
by 2022.
SOURCE: TJI Research
$25b

16
Consumers who would
prefer a digital voice
assistant over a
website or an app
because it helps them
automate their routine
shopping tasks.
I would prefer a digital voice assistant over a website or an
app because:
Source: Capgemini Conversational Commerce Survey, October–November 2017, N = 5,041 consumers in the US, UK, France, and
Germany.
41%

Conversational
Commerce:
Foundational

19
Conversational Commerce | Foundational
Level of Interest in Using Voice Assistants for Purchasing The
Following:
Source: Amazon, Google, Microsoft, Apple, and other company websites and press releases. Kleiner Perkins, Internet Trends 2017, May 2017.
Google voice recognition data as of 5/17/17 and refers to recognition accuracy for English language.
“Of all the
disruptions that are
taking place in all
the things
technology is
bringing into our
space, voice is
among the most
disruptive…in terms
of Digital
Investment, this is
our biggest focus.”
Graeme Pitkethly
CFO
Unilever PLC

20
Conversational Commerce | Foundational
Touchpoints in the Customer Journey Where Consumers Would
Like to Interact with Digital Voice Assistants
Source: Amazon, Google, Microsoft, Apple, and other company websites and press releases. Kleiner Perkins, Internet Trends 2017, May 2017.
Google voice recognition data as of 5/17/17 and refers to recognition accuracy for English language.
20
“The guy who will
win is the guy who
will have iconic
brands and
products…I believe
voice is as big as
the internet—and
Google—when it
Google first arrived.”
Lubomira Rochet
Chief Digital Officer
L’Oréal SA

21
Conversational Commerce | Tangible Assets
 Audience (Buyer) Shift: Age
Demographics have shifted(ing) &
They Want Self Service
 Content Consumption Shift:
Traditional Paper Catalog to
Digital/Omnichannel
 Transaction preferences Shift:
are trending digital vs. interpersonal
 Disintermediation: Amazon Halo
Effect (Channel Partner, Competitor,
Co-opitition?)
Capgemini Services & IP/Assets + SAP CX Bundled Portfolio
Market Demand
Requiring Model
Shifts

Conversational Commerce | Tangible Assets
Capgemini’s Conversational Commerce SAP
Commerce Cloud Mobile Accelerator
Experience Front-end
 Geolocation Detection
 Voice Activation
 Google Home/Alexa Integration
 Voice/Click: Collect Instore/Curbside
 Voice/Click: Drive-Thru pick-up
 Voice Order Authentication
 QR Code Order Confirmation
 View Order History
 Rapid Favorites Reordering
 Coupons/Voucher Redemption
 Credit Card Payment Processing
 Integrated Social Media Log-in
 Text/SMS Integration
Commerce Backend
 Manage Store Locations
 Manage Menu, Bundles, Pricing and
Availability
 Create Coupons/Vouchers
 Integration with Hybris Data Hub and
Mulesoft
QSR Sector Retail Sector

Unlocking The Keys To Success
Design & Execute Compelling Voice Customer
Experiences
 Base on Consumer Needs/Preferences
 Create Incentive to Encourage Adoption
Apply Conversational Intelligence To
Understand Your Target Customers
 Know Your Customers Intimately
 Elevate Persona’s & Customer Journey’s
Devise Sound Business Operations Voice
Solutions
 Revisit & Enhance Supply Chains
 Elevate CRM to Further Ensure Retention
Implement Technology Solutions That
Seamlessly Integrate Voice
 Integrate Data, Analytics & Insights to the Channel
 Re-examine GDPR & Data Privacy Protocols

24
Speaker sessions at
Capgemini Booth P1
Date and
Time
Let’s Talk Conversational
Commerce
10 October
1:30 pm –
1:50 pm
Isn’t it time you got married?
Why subscription commerce is
key to B2B success
11 October
12:10 pm -
12:30 pm
David Harrelson has over 25 years of business
development, executive management and digital
consulting experience within high-growth organizations
covering a unique mix of software sales, digital strategy,
creative design and digital technology enablement in
both domestic and international markets.
David K Harrelson
Vice President | Digital Commerce GTM Leader
Contact Details:
Name : David K Harrelson
Twitter: Digital Dave 10
Phone no. : +1 630.229.5764
Email ID : david.harrelson@capgemini.com
Linkedin handle : linkedin.com/in/davidharrelson
Staying Connected | Let’s Talk Conversational Commerce

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