SAP Innovation Awards 2020 Entry Pitch Deck - SEVA.ID - PT Astra International, Tbk. www.seva.idotomotif/ BORN Group - A Tech Mahindra Company
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INTERNAL
SAP® Innovation Awards
SEVA.ID – PT Astra International, Tbk.
2020 Entry Pitch Deck
www.seva.id/otomotif/
BORN Group – A Tech Mahindra Company
INTERNAL
Company Information
Headquarters Jakarta Indonesia
Industry Automotive
Web site http://www.seva.id/otomotif
PT Astra International Tbk(Astra). was established in 1957 in Jakarta as a general trading company under the
name Astra International Inc. In 1990, for the purpose of the Company’s Initial Public Offering (IPO), the
name of the Company changed to PT Astra International Tbk, followed by listing its shares on the Indonesia
Stock Exchange under the ticker code ASII. Market capitalization of Astra as at the end of year 2019 was
Rp280.0 trillion.
▪ Astra business operations is spread across Indonesia and runs through 234 subsidiaries, joint ventures and
associates. One of the nations largest conglomerate, their model is based on synergies and diversification
with multiple business segments, consisting of Automotive, Financial Services, Heavy Equipments, Mining,
Construction & Energy, Agribusiness, Infrastructure and Logistics, Information Technology, Property.
▪ Astra wants to transform its existing business to unified digital commerce, so as to emerge as a leader in
Indonesia(this being the first in the region!). Automotive unit was the first one to be selected and BORN
was engaged along with SAP CX to do the digital blueprint for New Cars and Used Cars.
© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLI 2
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SEVA.id - Astra eCommerce & eMarketplace Digital Platform
PT. Astra International, Tbk.
Challenge
Astra had implemented an e-Commerce site (New cars / Used Cars) on WordPress before engaging BORN Group - a TechMahindra company and SAP. The
WordPress site was continuously enhanced up until mid-2018 incorporating Property and Parent site to meet up with business needs. The WordPress site had
scalability issues and experienced frequent outages. Astra wanted a stable, unified and scalable solution that can be extended to all business units within
SAP CX Commerce Astra.
platform and strong
collaboration between Solution
Astra & BORN as ONE BORN implemented Astra Automotive site with certain key features which enables users to have great experience. Astra is No 1 in Indonesian market for
Team has made our dream having the Automotive site to be launched. BORN took a phased approach to implement the digital experience for Astra customers.
come true to bring the best
We implemented the automotive website for selling New Cars in Phase 1, followed by Used cars in Phase 2 and finally C2C cars in Phase3 along side B2C
digital experience for our Marketplace.
customers
Outcome
Astra intended to have its online presence as lead generators and the conversion will happen offline. The below key metrics was achieved post the launch of
- Alwin Hadikusuma the site.
• 124% increase in the customer base.
CIO Office , PT Astra • 220% increase in the number of leads.
• There are about 73% of returning customers.
• Referrals have gone up by 18%
124% Increase in
Customer base. 220% Increase in Lead
capture. 18% Increase in
referrals.
© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLI 3
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Participating Partner Information
BORN Group – A TechMahindra Company
BORN, a world-class, award winning digital agency focused on experience management and enterprise commerce. The
company combines many specialisms to produce stunning brand experiences across 15 channels. We operate in 7
countries - Singapore, Japan, Malaysia, Indonesia, US, UK and India and now arguably, is now the largest independent
agency in the world. Engaged in over 65+ Commerce implementations so far, the company has 180 engineers focused
on the SAP platform.
BORN is honored to partner with SAP CX, Astra to launch their Digital Transformation initiatives. The blueprint
of creating a foundation Digital platform worked well for Astra International and we could launch new cars, used
cars and marketplace sites using the foundation platform.
-Prakash Gurumoorthy
MD, APAC, BORN
© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLI 4
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Business Challenges and Objectives
▪ Current solution has scalability issues
▪ To stay competitive & rise of customer expectations especially in digital era
▪ Procure on-demand cars with hassle-free customer experience
▪ Too many downstream systems and disparate systems for Product & Orders
▪ Bring the best site experience with better performance
▪ Emerge as market leader in Indonesia for Automotive especially in digital era
▪ Retain customers and increase new customers, while tapping into marketplace opportunities through C2C
commerce with expert choice
▪ Seamless checkout for all kind of leads (New Cars, Used Cars, Service Booking, Test Drive)
© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLI 5
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Project or Use Case Details
▪ New car lead capture
▪ Service Booking & Test drive lead capture
▪ My Needs (Personality Quiz format of asking questions and suggesting cars based on results of the quiz)
▪ Explore Popular cars (New look and feel)
▪ Open Kitchen lead status management
▪ 3rd party voucher management
▪ Referral generation & management
▪ Integrations (Wordpress site, News & Articles, Credit Calculator, Big Data, Google Analytics, and Backend
Applications)
▪ Used car as well as C2C selling & negotiation
▪ Expert Choice cars
© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLI 6
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Benefits and Outcomes
Business or Social IT Human Empowerment
● Single view of Online leads for ● Single Sign on for WordPress ● Single source of truth for
business & SAP CX Commerce Customer leads
applications
● Cross leads for Service ● Increased customer footfall
booking ● Base platform to onboard
similar businesses under the ● Single source of truth for
● Increase of customers by organization Product management
120%
● Enable different types of lead
● Increase of leads by 220% capture on the same system
© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLI 7
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Architecture
© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLI 8
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Deployment
Deployment LIVE
status
Date MAY-2019 Number of 500000
users
SAP technologies
used:
SAP product Deployment status Contribution to project
(live or proof of concept [POC])
1 SAP COMMERCE (CX) LIVE
2
3
4
5
If you have used one of the services or support offerings from SAP Digital Business Services during the implementation or
deployment phase, please select with X one or more of the following offerings:
SAP MaxAttention™ SAP ActiveAttention™ SAP Advanced Deployment
SAP Value Assurance SAP Model Company Others:
SAP Innovation Services SAP Innovative Business Solutions
© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLI 9
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Advanced Technologies
The following advanced technologies were part of the project.
Technology or use case Yes or No Contribution to project
1 3D printing
No
2 Blockchain
No
3 Internet of Things (IoT)
No
4 Machine learning or AI
No
5 Conversational AI
No
6 Robotic process automation
No
7 Data anonymization
No
8 Augmented analytics
No
© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLI 10
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Additional Information
▪ Astra’s website benchmarks best in class performance in a B2B & B2C Industry. Astra’s
website has accounted for IDR 1,145,090,000,000.00 of leads worth in last 12 months, and has
been a key enabler for top line growth. Few key metrics on website performance from last 12
months includes:
Website Site Traffic - 6.048.973 visitors
No. Of Orders - 174.667 Leads & 3.029 Orders
Total Leads worth through e-commerce website ( Approx.) - IDR 1,145,090,000,000.00
© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLI 11
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