1. Improving Shopper Experience
Is closing retail stores the best long term solution?

2. E-Commerce Threat Is Real But… Local Service Matters
Are they just buying jeans, or is it more than that? ? OR
“What if I wanted a second opinion from someone who knows what I like based on actual purchase history?”
“Can I look in the mirror and see how they fit?”
“What premium will I pay for local convenience from someone I trust?”
“What if there are defects? What is return policy?”
“Can I return? How easy is the return process?

3. Online Trolling  Offline Purchase Is Real
Which of the following statements best describes your attitude to purchasing products online?1,3
Why do you browse brands/products on your mobile device but then buy through another channel (e.g., on a desktop/laptop, in a store, etc.?)1,3
I prefer to purchase products online on a desktop/laptop rather than my phone
I have no preference on where I purchase products online
I prefer to purchase products online on my phone rather than on a desktop/laptop
It’s more difficult to buy it on my phone
I have concerns about entering personal information on my phone
I’d rather see the product in a store before I buy it
How important is it for you that brands deliver seamless experiences across channels?2,3
How likely are you to engage with brands that you feel understand you or use your information to create better experiences for you?1,3
Very important
Important
Somewhat important
Not important
Not at all important
Much more likely
Somewhat more likely
Would not change my behavior
1Base: 2,011 mobile shoppers in Austria, Germany, the U.S., and the U.K.
2Base: 2,011 mobile shoppers in Austria, Germany, the U.S., and the U.K. (Answers of “Don’t know” not shown)
3Source: A commissioned study conducted by Forrester Consulting on behalf of SAP Hybris, February 2017

4. What Is Customer Experience (CX)?
Customer Experience Management is the ability to track manage and optimize a customer’s journey across the following 12 stages of a product or service transaction
Look Into the Shopper’s Mind …
For the Desired Future Outcomes
AWARENESS
ADVOCACY
FAMILIARITY
LOYALTY
CONSIDERATION
TRUST
PURCHASE INTENT
SHARE
RATE
PURCHASE
USE
LIKE

5. Each Customer’s Journey Is Unique
1,000 PROSPECTS
FAMILIARITY
3 ADVOCATES
AWARENESS
CONSIDERATION
PURCHASE
PURCHASE INTENT
RATE
USE
SHARE
LOYAL
LIKE
TRUST
ADVOCATE
600
400
250
200 66 50 45 40 37 25 12 3
LEVEL OF PERSONALIZATION
Numbers for illustration only.

6. The Economics of the Customer Experience Journey
At which stage would you rather spend $5,000 if you had that to spend?
SEO/SEM BUDGETS: $2/Prospect * 2500 = $5000/Month
CUSTOMER ADVOCACY PROGRAM COSTS: $5000/Advocate/Year
MARKETING: $7/Lead * 714 Leads = $5000 Drip Marketing Campaign
Look Into the Shopper’s Mind …
For the Desired Future Outcomes
AWARENESS
ADVOCACY
FAMILIARITY
LOYALTY
CONSIDERATION
TRUST
PURCHASE INTENT
SHARE
RATE
PURCHASE
USE
LIKE
SALES: $3000/Hot Lead – $200,000 Sales Executive (Chases 200 Leads A Year)
CUSTOMER SATISFACTION: $100/user X $50 coupon = 5,000
Sample size 1000 prospects. Numbers for illustration only.

7. OSG’s Core Mission Is Based on Customer Centricity
Look Into the Shopper’s Mind …
For the Desired Future Outcomes
AWARENESS
ADVOCACY
FAMILIARITY
LOYALTY
CONSIDERATION
TRUST
PURCHASE INTENT
SHARE
RATE
PURCHASE
USE
LIKE
OSG’s is “The Catalyst for Customer-Centered Marketing.
We…
Help you understand WHAT your customers want and WHY
Help you develop actionable insights
Help you use these insights to innovate, and grow your business + =

8. Here is what micro-targeting does today…
SOCIAL IMPACT
BRAND
CONVENIENCE
QUALITY
PRICE
ALL CUSTOMERS
…..
…..
Micro segment profiles
LEVEL 1
LEVEL 2
LEVEL 3
LEVEL 4
LEVEL 5
LEVEL 6
Highly skeptical
Low awareness
Caucasian, females, college degree, active Face Book users
Affordability thresholds
LOW SEGMENTATION
Baseline expectations of Product or Service Quality

9. OSG View…Securing Shopper Engagement in three steps
UNDERSTAND SHOPPER EXPECTATIONS
IMPROVE SHOPPER EXPERIENCE
SECURE SHOPPER ENGAGEMENT 1 2 3
OSG offers a three step process to patient engagement
This process is based on step wise progression.. Expectations Experience Engagement
OSG is the world leader in trade off analysis with its proprietary ASEMAP engine licensed from Stanford university. Over the last 10 years OSG has used its ASEMAP engine to demonstrate value in 600 Life Science projects specifically for patient engagement .. Patient Segmentation, brand awareness, target product profile design, message testing, price testing, etc. ASEMAP has delivered an average of 20% improvement in patient engagement, 16% improvement in top line revenues for some of our clients in over 30 diseases globally in life sciences, med devices and in 300 other engagements in retail, CPG, energy and financial services.
We are bring this expertise to our behavioral analytics SaaS platform CAVII.. The Value Inference side of CAVII is powered by ASEMAP and the Cognitive Intelligence side is powered by IBM WATSON. CAVII is now running at scale in retail and life/health insurance projects
We are here at Dpharm 2016 to showcase our capabilities to you Dpharm judges and the innovators in the pharma industry

10. CAVIITM SaaS Analytics Technology Platform
CONTINUOUS CAVIITM REPORTING
CAVIITM’s Advantage for Clients
Seamless integration and analysis of multiple data sources (primary, POS, social media, search history, etc..)
Continuous analysis and reporting
Real-time visualizations of findings
SaaS – minimum burden to client IT
CONSUMER PANELISTS
CLIENT EXECUTIVES
OSG DATA
ASEMAPSM Engine
NON OSG DATA
Client
Market POS (IRI/Nielsen)
Market Panel (IRI/Nielsen)
Store Loyalty
Weather/Economic
Social Media
iBeacon
Etc.
ANALYTICAL METHODS
IBM Watson Cognitive Behavior Analysis
OSG Proprietary Predictive Models
DemandTec
Etc.
ANALYTICAL MODULE
VISUALIZATION TOOLS
Dashboards
Fixed Reports
Interactive Reports
Mobile Devices
Etc.
DATA INGESTION MODULE
VISUALIZATION MODULE
CAVII-RTM: Digital Customer Engagement Platform (SaaS)

11. Shoppers also could give access to social media, etc
Shoppers also could give access to social media, etc. for continuous identification of innovation
Usage occasion probes
ASEMAPSM Jobs trade-off exercise, in usage context +
Brand Performance, Brand Choice
Demographics
Unstructured data analyzed by
Example / Illustrative purposes only

12. Micro-targeting with OSG…mass personalization
HISTORY OF TRUST
SOCIAL IMPACT
BRAND
CONVENIENCE
QUALITY
PRICE
ALL CUSTOMERS
…..
…..
Micro segment profiles
LEVEL 1
LEVEL 2
LEVEL 3
LEVEL 4
LEVEL 5
LEVEL 6
Highly skeptical
Multiple sellers, low trust
Low awareness
Caucasian, females, college degree, active Face Book users
Affordability thresholds
LOW SEGMENTATION
Baseline expectations of Product or Service Quality

13. Loyalty Program Design for a Leading Retailer
Objectives
Regional retailer planned to launch a loyalty program and needed to understand:
Program viability
What attributes the program should offer
How best to leverage the program to retain important customers
Determine the loyalty program ROI by market and store type
Insights/Results
The key target segment grew dramatically - 5 point lift
Key target segments identified using OSG unique Future Response segmentation either met or exceeded revenue forecasts
Approach
OSG conducted a phased approach
Online interview and store intercepts
Focus groups for reactions to proposed program
Outcome modeling to estimate migration potential and business impact
Segmentation Landscape Migration analysis to understand the impact of the rewards program by target segment
Retail – need? Lacking info
Business Impact
Revenue predictions are in-line for the majority of stores; no stores have seen a decline
Forecasting accuracy of financial growth impact delivering at up to ~102% of prediction

14. Contact Us Giri Iyer EVP & GM, Analytics Phone: Dr. R Sukumar CEO Phone: