VESTAS COMMERCIAL PRODUCT CATALOGUE• Commercial ownership needed (their content, their pain to solve) • Do not underestimate business rules needed (i.e. the spare-parts publishing

Classification: Restricted

VESTASCOMMERCIALPRODUCT CATALOGUE



Agenda

1. What you need to know about Vestas

2. Where we started with commercial product information

3. Scoping the CommercialProduct Catalog Project

4. Implementation

5. Key learnings


Agenda




4. Implementation

5. Key learnings


The only global wind energy companyVestas in brief

03.09.2019Title (classification)5


Commitment to digital leadership



… means many types of commercial productsMany aspects of Vestas as a company …

Vestas is a


Manufacturing & construction

companyselling wind

turbines

Service companyselling long-term

service contracts and individual repair &

optimization services

Distributor and manufacturer of

spare parts

Digital service provider selling

software subscriptions and bespoke solutions


Self-service touch points

eCommerce touch points

Customer Service

touch pointsDigital products

touch pointsMarketing

touch points

”Self-managing my services whenever I

want to”

E.g.: VestasOnline

”Conveniently identify what I need, at the right time and

with my price”

E.g.: ShopVestas

”Getting help or getting in touch”

E.g.: CIPS, Digital Customer Support

”Drive and optimize the performance of

my assets”

E.g.: Utopus, Blade Asset Management

”Information for potential customers,

employees & investors”

E.g.: Campaigns and awareness

Insights. Optimize customer experience, efficiency and sales opportunities across the digital touch points

Life-cycle management. Promote, Sell, Deliver, Operate, Support, Renew, Discontinue

Cross-channel Customer Experience. Build and maintain frictionless customer experience

Digital Self-Service Strategy8

… utilized in multiple digital touch points


Agenda




4. Implementation

5. Key learnings

Classification: Restricted© Creuna

ERP

CMS

PLM

DAMeCOM

… in systems mainly build for other purposesCommercial Product Information is currently distributed


This provides a number of challenges

Internal and governance efficiency:

• No common repository for products or solution sold, that ties together all types of product information across purposes for sourcing, pricing, marketing, sales etc.

• Unclear ownership and governance of product data.

• Common commercial tactics such as bundling items are very difficult to prove and sell via multiple channels.

• Hard and expensive to create and update product content such as product descriptions, meta data, pictures etc. for both external vendors and internal stakeholder.

• Not easy for marketing to push updated content to different channels and orchestrate the validity (timing) and version of products and services in different markets and/or segment and/or channels.

© CreunaPage 11

Customer Experience Challenge:

• No single source of truth for product descriptions and high risk of product/services descriptions not in sync across channels.

• Common commercial tactics such as bundling items are very difficult to prove and sell via multiple channels.

• Complex offerings (including services) and discount structures are not supported system-wise.

• No support for variants of products for either specific markets or specific channels.

• No internal sales catalog, supporting consistency across offline and online and across countries and reigions.


The Commercial Product Catalog ProjectInitial ambition and goal

Key goals: • To improve the quality and consistency of

commercial product data. • To manage commercial information regarding

Products such as, but not limited to: Spare parts, Services, subscriptions, data offerings etc.

• To enforce strong governance regarding approvaland life-cycle management

• To support digital & print marketing campaigns and marketing automation

• To allow suppliers and other externals to enrich product information themselves effectively

• To provide a internal sales catalog


With commercial product information being used across

multiple channels in many markets, a Commercial Product Catalogue becomes essential in

order to support the growing transactional business.


Agenda




4. Implementation

5. Key learnings


Four core aspects in scoping the solution and selecting the right tools


What is sourced versus what is

created & maintained in the

catalog?

What can be imported and

enriched?

And how?

How are wein control and

who is responsible?

Where and how do we publish?

Import &enrich

Master datasource

Governance Distribution

Scoping the Commercial Product CatalogInitial ambition and goal


... so fixing every commercial product data related issue at once is impossibleA PIM project is about much more than technical uncertainty

3 September 2019Title (classification)15

Commercial complexity: Many types of products localized

across many markets

Technical complexity: Many different sources and uses

of commercial product data

Organizational complexity: Many business units, regions and

countries potentially involved

Resource constraints:Time and budget not endless


Solution

Eating the elephant one bite at a time means:

• Pin-pointing where the highest potential is

• Combine that with what is the most feasible



Agenda




4. Implementation

5. Key learnings


High-level implementation plan


Requirementmaturation

Vendorselection

Adding servicesto PIM

IntegratingeCommerce

Addingspareparts

to PIM

Building an internal sales

catalog

Adding a vendor portal

This is where we’re at


Agenda




4. Implementation

5. Key learnings


… so farKey learnings

• Commercial ownership needed (their content, their pain to solve)• Do not underestimate business rules needed (i.e. the spare-parts publishing process currently

being discussed)• Get help for the assessment of which PIM system you need, if you have not done it before!• Implementation partner as important as the specific system



Please feel free to reach outQuestions?

Lotte Hother JakobsenProject Manager, Digital Transformation

[email protected] +45 2548 2559


mailto:[email protected]

Documents

VESTAS COMMERCIAL PRODUCT CATALOGUE• Commercial ownership needed (their content, their pain to solve) • Do not underestimate business rules needed (i.e. the spare-parts publishing