Hybris B2B Accelerator A Case Study

Philip Bretherton, Capgemini

June, 2014

Agenda
Company profile
The Challenge
Meeting the challenge
Why hybris?
The solution
Rolling out the solution
Conclusion

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Company profile
The subject of our case study

Company Profile
Founded in 1963
Biotech company specialized in the field of in vitro diagnostics for the medical and industrial sectors
Revenues of approximate 1 billion with 87% of sales occurring outside of France

Present in more than 150 countries through 41 subsidiaries

Over 7,700 employees
19 production sites.
17 R&D sites

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The challenge
Joining the ranks of the digital enterprise

The challenges our biotech company today

How can I present the whole of

the range of my products to my
clients?

How can I learn more about my

customers purchasing habits?

How can I help my clients in the

act of purchasing?

THE DIGITAL
ENTERPRISE

How can I diminish the number

of calls to my call center?

How can I push my innovative

products

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Moving to a new order management model

Current Orders Management picture
45% Fax

Quality of
Service

25% emails
10% phone
20 electronic orders

Automate
processes

60 000 distributor orders per year

Develop online
self-service
customer selling
channel

Promote new
business
processes to
up/cross-sell

Offer a service
integrated with
the information
system

Short term

Middle term

Long term

2014 SAP (Schweiz) AG. All rights reserved.

30%
eCommerce
orders

Meeting the challenge

Building an eCommerce platform

An eCommerce project is not simply (one more) web site

Above all, it is

A BUSINESS PROJECT

Above all, it is

A TRANSFORMATION PROJECT

Above all, it is

AN INTEGRATION PROJECT

2014 SAP (Schweiz) AG. All rights reserved.

A Business project

Better
understand your
customers

Promote your
entire range of
products

Personalize your
offer

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Facilitate the
putting in place of
promotional
campaigns

Diminish the cost

of the sales
process
Increase your
Customer loyalty

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A Transformation project
Need to address the topics that require particular vigilance when an eCommerce site is rolled out
Impacts on the organization and processes
Coherence of the customers journey through the different channels
Improve the quality of data

This requires .

A real deployment strategy

An effort to make sure that there are robust processes in place that
ensure the of content management
Particular attention to change management so that it avoid being
process-oriented and general, bringing real value to those affected by
the deployment of the eCommerce platform

2014 SAP (Schweiz) AG. All rights reserved.

11

An integration project for which Capgemini chose hybris

Back end
connection

Procurement

Supplier

Product
Content
Managers Marke-ting Managers Sales

Users

Various
ERP

Online
Store

Initialization

CMS / ECM

PLM

Organization

Internal /
External
Data sources

Online
Channels

Websites

POS
CRM
MAM /
Mediaserver

Mobile

Offline Channels

Call
Center

Suppliers
Print
Catalogs

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Print
Material

DM
Campaigns

CD /
DVD

POS

Deployments
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Why hybris?

Hybris: a perfect fit

Strong & robust

solution

Complete
Omnicommerce
solution

Native support
of B2B processes

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Scalable &
competitively
priced

14

A modular, homogenous omni-channel platform

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15

Hybris B2B Commerce Accelerator

Out of the box:
Configurable model of customer business unit structure
Advanced user rights to give certain customers users a
middle office access
Budget and cost-centers
Customer purchasing approval process
B2B pricing (negotiated prices)
B2B oriented payment methods (Purchase order)

2014 SAP (Schweiz) AG. All rights reserved.

16

The implementation
From Accelerator to integrated eCommerce platform

Bootstrap the Accelerator

2 weeks

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18

Extend the Accelerator

Demo the
Accelerator and
train business to
use its main
features

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Analyse the gaps

between out-ofthe-box features
and must-have
requirements

Extend the
Accelerator
features without
breaking the data
model

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Integrate the Accelerator with the companys IS

eCommerce platform

Reusable
assets

CATALOG
Products & Services
Countries
Markets

CATALOG
Interface

Hybris
Accelerator

Customers

LDAP

AUTHENTICATION

Interface
CUSTOMERS

LDAP

Batch

PRICING
Prices

CUSTOMERS
Interface

REST
CyberSource

PRICING
Interface

ORDERS
Real price
Launch order
Order tracking
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ORDERS
Interface

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Map the Accelerator to SAP

Account
Account number

Sold to address

Ship to
addresses

Bill to
addresses

Payer
addresses

Account
Business Unit

Unloading
addresses

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Shipment
addresses

Billing
addresses

Contact
addresses

21

Rolling out the solution

Rolling out the solution to all the subsidiaries

Specifics

Core vN
bMx eCommerce vN

Localization
scope

Gap
analysis

Core
vN+1
Specifics
bMx eCommerce vN+1
Rollout country 1
Rollout country 2
Rollout country 3

Release management (change requests, enhancements, usage monitoring)

Centralized Rollout support (Training, change management, level 3 support)

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23

Conclusion

Key take-away points

An eCommerce project is

A BUSINESS PROJECT

An eCommerce project is

A TRANSFORMATION PROJECT

An eCommerce project is

AN INTEGRATION PROJECT

2014 SAP (Schweiz) AG. All rights reserved.

25

Capgemini is equiped to align business and IT to address the

project stakes and objectives
Transfer the practices of B2C eCommerce to the B2B world
Integrate the eCommerce solution into the existing information system
Anticipate the organizational and procedural impacts on the traditional sales channel
Our
Resources

Our Methods
and Tools

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Project Managers

UX experts and
designers

15

Hybris
consultants

Business
experts

Integration
architects

Agile RUP !

26

Thank you
Contact information:
Philip Bretherton
Managing Consultant
philip.bretherton@capgemini.com
Tel. +33 6 10 75 13 05
2014 SAP (Schweiz) AG. All rights reserved.