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Consumer-goods makers must deal with rapidly maturing product lines and constantly innovate to develop the next best-selling brand.

There is high pressure to align information from a variety of IT systems and data sources, effectively manage inventory and deliveries, and satisfy both retailers and consumers.

This requires enterprisewide access to accurate information on customers, production, and distribution, and a customer care concept that integrates disparate touch points, raises the quality of customer interactions, and focuses business processes across the enterprise around customer needs.

Driving key business processes through capabilities such as marketing, interaction center, e-commerce, field applications, and channel management, mySAP CRM is helping companies increase customer loyalty and master the challenges of managing global operations, key accounts, and worldwide marketing campaigns.

mySAP CRM comprises powerful analytical components with SAP® Business Information Warehouse (SAP BW) to help companies clearly evaluate market demand and campaign results, enabling more accurate, demand-based production planning.

SAP customers around the world in the consumer products industry that have selected mySAP CRM include Asian Paints, India; Barilla Wasa, Germany; Cheil Jedang, Korea; Pentax U.S.A. Inc.; Pacific Coast Feather, USA; Playmobil, Germany; Tchibo, Germany; Werner & Mertz, Germany; and Zapf Creation, Germany.

"For SAP, CRM is about giving companies a connected view to the customer," said Peter Zencke, executive board member of SAP. "mySAP CRM helps employees across the enterprise understand retailers and consumers in more detail than ever before, enabling decision making based on detailed analyses and improving speed of delivery, marketing effectiveness, and customer loyalty. The bottom line: mySAP CRM helps companies boost sales by offering the right product to the right customer at the right place and time."

adidas Perfects its Footwork with SAP

Over the course of its fifty-year history, adidas-Salomon (adidas) has grown from a German family business into a global enterprise that strives to be the global leader in the sporting goods industry with sport brands built on a passion for sport.

Its brand portfolio includes its core brand adidas, the Freedom Action sport brand Salomon, and the golf division TaylorMade-adidas Golf.

With its global success, adidas needed to cost-effectively meet the changing demands of its wide network of retailers.

The company segmented its service structure into key accounts for major chains and department stores, field organizations that are responsible for larger sport and shoe retailers, and "Compact Service" for retailers with smaller turnover.

Large elements of this cooperation are handled in the interaction center, supported by mySAP CRM.

adidas’ interaction center serves as a collaborative advisor to give more information about the retailer and their status, helping to plan the business and to place their orders.

The SAP solution helps increase productivity in the customer service team by automating and standardizing workflows all the way into back-office systems.

With computer telephony integration (CTI), callers’ records are displayed automatically on the call center agents’ screens.

Based on order histories, mySAP CRM enables agents to predict and anticipate retailers’ needs.

"Through our SAP-powered ordering system, we can even handle the entire business process and sales department activities," said Hans Ruprecht, Manager Customer Service at adidas-Salomon. "mySAP CRM enables us to increase internal productivity with our current number of staff and deliver individual service for retailers, resulting in profitable business interactions with retailers of all sizes and an optimization of our back-office, planning, production, and logistic processes."

With the success of its interaction center for German-speaking countries, implemented with the professional services of SAP Consulting, adidas now plans to roll out mySAP CRM in Spain and the UK.

To further streamline its service for retailers, adidas has plans to implement the e-commerce capability of mySAP CRM.

The Formula for E-Commerce Success at Beck’s

Founded in 1873 in Bremen, Germany, Brauerei Beck & Co (Beck’s) boasts one of the world’s leading export beers, available in more than 120 countries.

To better serve its worldwide customer base, the company needed an integrated CRM solution to help increase customer loyalty, reduce costs of order processing, and better seize cross-selling and up-selling opportunities.

Beginning in Germany last month, the company rolled out its new business-to-customer Internet shop as well as a new CTI-enabled customer interaction center based on mySAP CRM.

Implemented, operated, and fully managed by nordIT, Beck’s IT service provider, the e-commerce and interaction center capabilities of mySAP CRM are tightly linked with enterprise-wide business processes at Beck’s.

The seamless integration of the CRM solution into the company’s SAP R/3® software back-end streamlines the order fulfillment process-from procurement, inventory, and customer orders to distribution and payments.

The initial Web-shop rollout saw more than 400 online registrations and 300 purchase orders in its first two weeks.

The deployment served as the template for the recently launched Web shop for the Haake Beck brand, and will also serve as the model for rollouts in further countries.

Beck’s is also using the campaign management, channel management, and analytics capabilities of mySAP CRM to better collaborate with partners, target special offers and promotions to customers, and evaluate the success of marketing and online activities.

"nordIT and SAP provided precisely the e-commerce and interaction center solutions we were looking for," said Oliver Braun, brand manager of Beck’s Germany and responsible for Web-Services at Beck’s. "We wanted to help increase customer loyalty by making online shopping and customer interaction easy and fun, at the same time leveraging analytics and campaign management capabilities as well as our existing customer databases. SAP has fully met our expectations and helped us create the integrated CRM and business processes necessary for success in a highly competitive global market."