Business Process Mapping

The business process begins and ends with the customer. In the process, the customer interacts
with several other "actors," including: sales representative, attendant in the dressing room, and
cashier. Based on the different decisions taken during the process, the consumer follows a
different path to the end of the map (Decision boxes are shown as a yellow diamond with two
options: yes or no). The various method routes include:
1. The customer goes through the buying cycle for a item without having to interact with any
other "actors." This cycle is reflected in the blue light.
2. The customer communicates with the sales representative for identifying an item but does not
need further assistance. This further stage in the cycle is shown in purple.
3. The customer then needs to visit the fitting room. An additional step of the process is shown in
gray, where the customer interacts with the attendant of the dressing room.
4. If the consumer wants to refund or exchange the product he uses, two further procedure phases
are shown in dark blue. This step leads to a loop to process route 2 (Purple process stage), where
the sales representative chooses and distributes the object that the customer orders.

Innovative Contributions
 Augmented reality shopping: The future of retail
With 30 percent of all items ordered online now being returned, augmented reality
shopping changes e-commerce by helping online retailers minimize the rising cost of
returns while also giving their customers a more immersive and easy way to shop from
their mobile device.
Augmented reality will help online retailers minimize yields dramatically by offering an
immersive visual environment of try-before-you-buy.
Customers who saw a product in-situ are confident that it suits, it looks good and they are
pleased with it before they can add it to their basket, making it far less likely that when it
comes, they will refund the object. UCB doesn’t have this feature as of now.

 Product customization
UCB can offer customer to customize their purchase, from embroidery and monograms
to fully unique color schemes. Customization helps customers to buy a product
specifically tailored to their preferences and design.
For example: Levi’s offers their customers personalized embroidery on denim jeans and
jackets. For a truly unique pair, NIKE and VANS allows shoppers to customize their
sneakers completely.

 Evolution of Google Shopping

Google Shopping is a shopping service that allows users to browse, compare and buy
physical items from various retailers without having to visit the website of each particular
brand. It's a frictionless way to shop because without leaving Google, we can do
everything we need. In one minute, we can do product research and then quickly jump to
make the actual order in the next.
 UCB can now take the benefits of new campaign types and features on the google
platform, namely:
● Shoppable Ads on Google Images
● Smart Shopping Campaigns
● Showcase Shopping Ads