Hallmark: Transforming Retail Merchandising and Field

CP573
Hallmark: Transforming
Retail Merchandising
and Field Support
Joe Harmon
Jason Porterfield
SESSION CODE: CP573
Picture Credit | Customer Name, City, State/Country. Used with permission.
Hallmark at Retail
Executive Summary
Co m pany
Hallmark Cards, Inc.
Industry
Specialty retail
P roducts and S ervices
Greeting cards, ecards, gift items, movies, books
Web Site
www.hallmark.com
S AP® S olutions
• SAP CRM
• SAP REx
• SAP SMP/Afaria • SAP CDP
• S A P C l o u d 4 S a l e s• S A P B P C
Par tners
•
•
•
•
•
SAP Services
SAP Product Development
Motorola
Ve r i z o n
Stratix
Our Business
Personal Expression
International
Personal Development
Retail
Entertainment
Today Hallmark does business in nearly
40,000 mass channel retail locations.
•
The card and gift displays in 25,000+ of those are maintained by 12,000 full and
part time Hallmark employees.
•
1.83 Million visits per year
•
11,000 Department resets
•
Their current mobile solution (Motorola) is at end of life.
•
Large part-time team with significant turnover
•
Drives $2 Billion in Revenue
Yesterday vs Now
Yesterday
Now
Three Teams
Organized by Chain
One Team
By Geography
Custom Built
Solution
Packaged
Based
One Device
for All
Device Based
on Role
Device Updates
Once Daily
Always ON
It’s Just All So New!
Solution & Scope
Solution
Scope
BPC/BW
Planning and Budgeting
CRM
Territory Management
and Scheduling
Cloud 4 Sales
For Supervisors on
iOS Tablets
REx
CDP
Merchandisers on a Motorola
Device Running Android
SMP/Afaria
Backend Integration
and MDM
Timeline
2013-2014
Design
Build
Pilot
200 Users
Q3-Q4 2014
Rollout
Q1-Q2 2015
Design
Build
Pilot
Rollout
What Worked:
 The partnership on product
development
 The custom development process
 Speed and agility of the SAP team
 SAP is delivering as promised
 Support of other Partners
Challenges:
 Developing on a New Device
 Mobile OS Change
 Afaria
 Multi Vendor Environment
 Roadmap Evolution
Next Steps:
 Complete pilot of CRM Scheduling
integrated with C4S & REX
 Deploy technology & new business
processes to field organization
 Transition to steady state
 Extend CRM/C4S adoption for Sales,
Customer Development, & Marketing
Questions?
LEARNING POINTS
 Complexity of a large mobile deployment
 Criticality of managing change
 Importance of aligning with partners
BEST PRACTICES
 Leverage Out of The Box functionality
 Understand your environment
KEY LEARNINGS
 SAP is evolving very quickly in the mobile space.
 Partnership with the SAP product teams is
critical.
 Do not underestimate the importance of
performance testing
STAY INFORMED
Follow the ASUGNews team:
Tom Wailgum: @twailgum
Chris Kanaracus: @chriskanaracus
Craig Powers: @Powers_ASUG
THANK YOU FOR PARTICIPATING
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