Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Smarter Commerce with WebSphere Commerce

Driss Amri
April 10, 2013

Smarter Commerce with WebSphere Commerce

Introducing Smarter Commerce by using WebSphere Commerce at an Xplore Group workshop on 04/2013.

www.drissamri.be

Driss Amri

April 10, 2013
Tweet

More Decks by Driss Amri

Other Decks in Business

Transcript

  1. B2C RETAILER
    A DAY IN THE LIFE OF …
    Driss Amri – Commerce Consultant - Optis

    View full-size slide

  2. AGENDA
    §  Introduction
    §  Smarter Commerce
    §  WebSphere Commerce
    §  Demo
    §  Q & A
    §  Next steps

    View full-size slide

  3. E-commerce, and not solely for Belgium, is
    only at the start of its possibilities.
    Fighting off the (foreign) competition and
    exploring (neighboring) cross-border sales
    could break open a real revenue stream.

    View full-size slide

  4. As Belgian consumers, we are always ‘late’ when
    it comes to embracing new online technologies,
    but that doesn’t mean you have to focus all your
    efforts on Facebook. If you aim for quality over
    quantity, blogging, Youtube and
    Pinterest are at your service.

    View full-size slide

  5. Don’t miss out on the mobile commerce.
    A majority might say that aren’t willing to use this
    technology, but companies involved with this
    opportunity are already seeing the (additional)
    revenue. And the impact of mobile commerce will
    only grow.

    View full-size slide

  6. 25%  /  year  

    View full-size slide

  7. SMARTER
    COMMERCE

    View full-size slide

  8. Power has shifted to the
    CUSTOMER
    In this new era, Businesses need to:
    Understand and anticipate
    Adopt and optimize
    Market, Sell and fulfill
    Service customers, predict and drive loyalty
    SMARTER COMMERCE

    View full-size slide

  9. Consumer  is  targeted  
    and  shown  a  web  ad  
    based  on  what  they  are  
    searching  online.    
    Consumer  saves  the  
    transac;on  in  their  
    shopping  cart  
    Consumer  phones  the  call  center  to  
    check  the  delivery  ;ming.    Call  center  
    advises  that  TV  is  in  a  local  store  for  
    immediate  pickup      
    Consumer  visits  the  
    store  to  pickup  the  
    TV,  views  the  order  
    via  the  Kiosk/POS  
    POS  prompts  to  
    recommend  an  
    offer  for  
    extended  
    warranty  …  
    sold!  
    Consumer    uses  mobile  
    phone  to  both  price  
    compare  and    then  
    complete  their  original  
    order    
    Capture  responses  and  refine  
    Consumer  receives    
    targeted  email  TV  
    promo;on  
    SMARTER COMMERCE

    View full-size slide

  10. Store Create Order Check Status
    Cancel Order
    Initiate/Track
    Return
    Schedule
    Delivery
    Change Order Pickup
    Research
    Product
    Create Order Check Status
    Cancel Order
    Initiate/Track
    Return
    Schedule Delivery
    or Pickup
    Change Order
    Schedule
    Store Pickup
    Research
    Product
    Mobile
    Create Order Check Status
    Cancel Order
    Schedule Delivery
    or Pickup
    Change Order
    Schedule
    Store Pickup
    Research
    Product
    Web
    Initiate/Track
    Return
    Call Center Create Order Check Status
    Cancel Order
    Initiate/Track
    Return
    Schedule Delivery
    or Pickup
    Change Order
    Schedule
    Store Pickup
    Research
    Product
    SMARTER COMMERCE

    View full-size slide

  11. Merchandising  
    •  Associa'ons  (cross/up-­‐sell)  
    •  Bundles  &  Kits  
    •  Search  and  guided  selling  
    •  Awards  &  Points  
    •  Gi>  Center  
    •  Auc'ons  
    Marke;ng  
    •  Segmenta'on  &  Targe'ng  
    •  Personaliza'on  
    •  Email  campaigns  
    •  Web  ac'vi'es  
    •  Dialog  Ac'vi'es  
    •  E-­‐marke'ng  spots  
    •  A/B/C..  tes'ng  
    •  SEO/SME  
    •  Promo'ons  &    Discounts  
    •  Coupons  
    •  Extended-­‐sites  
    •  Precision  Marke'ng  
    •  Mobile  Marke'ng  
    Catalog  &  Content  
    •  Master  catalog  
    •  Sales  catalog  
    •  Product  Informa'on  
    Management  
    •  Content  spots  
    •  Content  aggrega'on  
    •  Workflow  and  Workspaces  
    •  Preview  and  Publish  
    Assisted  Interac;ons  
    •  Sales  Center  
    •  Collabora'on  
    •  RFQ  
    •  Price  nego'a'on  
    Mobile  Commerce  
    •  Mobile  shopping  
    •  Order  status  
    •  Stock  and  store  locator  
    Social  Commerce  
    •  Ra'ngs  &  Reviews  
    •  Blogs,  Forums  and  Profiles  
    •  Photos  
    •  Remote  Widget  
    Order  Management  
    •  Order  capture  
    •  Order  and  Inventory  
    processing  
    •  Distributed  Order  Mgmt  
    integra'on  
    •  Cross-­‐channel  order  
    Management  
    •  Approval  workflow  
    •  Payments  
    •  Invoice  &  Returns  
    Rela;onship  &  Agreements  
    •  Roles  &  member  
    management  
    •  Business  policies  
    •  Contracts  &  en'tlements  
    •  Catalog  Filtering  
    Globaliza;on  
    •  Support  for  13  languages,  30  
    global  currencies  
    •  Cultural  support  
    •  Mul'-­‐na'onal  sites  
    •  Regula'ons  &  prac'ces  
    Analy;cs  
    •  Coremetrics  analy'cs  
    •  Opera'onal  reports  
    •  Vendor  Integra'on  
    Framework  
    Starter  Stores  
    •  B2C  Web  2.0  Store  
    •  B2B  Web  2.0  Store  
    •  B2B  Direct  
    •  B2B  Advanced  
    •  Demand  Chain  
    •  Extended  Sites  &  Asset  Store  
    •  China  Store  
    •  Brazil  Store  
    Founda;on  
    •  Dynamic  Caching  
    •  Web  Services  
    •  Data  load  tools  
    •  Migra'on  tools  
    •  Staging  u'lity  
    •  Installa'on  &  Deployment  
    tools  
    •  Code  analysis  tools  
    Business  User  Tools  
    •  Management  Center  for  
    Marketers  and  
    Merchandisers  
    •  E-­‐mail  template  editor  
    •  Dialog  Ac'vity  Builder  
    Selling  &  Fulfillment  –  Key  Capabili'es  
    11  

    View full-size slide

  12. WEBSPHERE
    COMMERCE

    View full-size slide

  13. 1996:  Net.  
    Commerce  V1+  
    2000:  WebSphere  Commerce  
    Suite  V4.1  
    2002:  WebSphere  
    Commerce  V5.4  
    2009:    
    WebSphere  
    Commerce  V7.0  
    Q2  2010:  
    Feature  Pack  
    1  
    Q4  2010:  
    Feature  Pack  
    2  
    Q3  2011:  
    Feature  Pack  
    3  
    Q4  2011:  
    Feature  Pack  
    4  
    Q3  2012:  
    Feature  Pack  
    5  
    2013:  ???  
    MORE THAN 16 YEARS HISTORY

    View full-size slide

  14. Search  and  
    Shopping  Engine  
    Widgets  
    Extended  
    Community  
    Partner  Rela'onship  
    Management  
    Direct  
    Brand  Experience  
    Interac'on  Management  
    Configurable  Business  Processes  
    Infrastructure  
    Mobile  
    Contact  Center  
    Kiosks  
    Web  
    POS  
    Email  
    IBM  
    Owns  
    IBM  
    Integrates  
    Contracts  &  Rela'onships   Globaliza'on  &    Localiza'on  
    Personaliza'on  
    Catalog  &  Content   Precision  Marke'ng   Merchandising   Assisted  Interac'ons   Order  Management   Extended  Sites  
    Business  User  Tooling   Developer  Tooling  
    Founda'on  
    Reference Architecture

    View full-size slide

  15. Interac'on  Management  
    Configurable  Business  Processes  
    Infrastructure  
    Contracts  &  Rela'onships  
    §   Roles  &  Member  Mgt    
    §   Business  Policies  
    §   Contracts  &  En'tlements  
    Globaliza'on  
    §   Language  Support    
    §   Regula'ons    
    §   Mul'-­‐na'onal  Sites    
    Personaliza'on  
    §   Segmenta'on    
    §   Promo'ons    
    §   Targe'ng    
    Catalog  &  Content  
    §   Content  Aggrega'on  
    §   e-­‐Spots  
    §   Sales  Catalogs  
    §   Product  Info  Mgmt  
    Precision  Marke'ng  
    §   Promo'ons,  Discounts,    
    Coupons  
    §   A/B  Tes'ng  
    §   Affiliate  Marke'ng  
    §   E-­‐mail  campaigns  
    Merchandising  
    §   Search\&  Guided  Search  
    §   Up-­‐sell,  cross-­‐sell,  bundles  
    §   Awards  &  Points  
    §   Gi>  Center    
    §   Auc'ons  
    Assisted  Interac'ons  
    §   Sales  Center  
    §   RFQ  &  Price  Nego'a'on  
    §   Collabora'on  
     
    Order  Management  
    §   Order  Capture  
    §   Order  &  Inv.  Processing  
    §   Approval  Workflow  
    §   Cross-­‐Channel  Order  Mgmt  
    §   Flexible  Pricing  
    §   Payments  
    Extended  Sites  
    §   Mul'ple  Sites    
    Business  User  Tooling  
    §   Management  Center    
    Developer  Tooling  
    Founda'on  
    §   WAS  v7  
    §   DB2  
    §   Tivoli  
    §   Ra'onal  
    §   Lotus  
     
    Capabilities

    View full-size slide

  16. Customer  
    “Call  Center”  
    “Social  Networks”  
    “Web”  
    “Mobile”  
    “Store  POS  &  Kiosks”  
    INTERACTION CHANNELS

    View full-size slide

  17. Mobile Web Hybrid Applications Native Applications
    MOBILE INTERFACES

    View full-size slide

  18. §  Empowers business users and increases their
    productivity and effectiveness
    §  Rich and intuitive graphical user interface

    §  Key tools include:
    –  Catalog management
    –  Marketing activities
    –  Promotions
    –  Multivariate (A/B) Testing
    –  Segmentation
    –  Store Assets
    –  Store Preview
    –  Tasks
    MANAGEMENT CENTER
    DEMO

    View full-size slide

  19. Authoring  server  
    Approved  Content  
    Produc;on  WebSphere  Commerce  Site  
    Winter  Workspace  
    q   New  Product  Line  
    q   Manage  Hierarchy  
    q   New  Graphics  and  Content  
    q   Holiday  Promo'on  
    Emergency  Fix  
    Workspace  
    q   Change  Price  
    New  Content  
     Workspace  
    q   Add  Today’s  Content    
    New  Content  
    Staging  u;li;es  
    WORKSPACES
    DEMO

    View full-size slide


  20. Dialog Activity
    Automate marketing actions based on
    the specific behavior of your
    customers over time
    PRECISION MARKETING
    DEMO
    Web Activity
    Control what displays in
    predefined e-Marketing Spots on your
    store pages

    Search Activity
    Influence search results based on
    search keywords

    View full-size slide

  21. •  Web activities determine what to show the customer
    •  Web activities can display advertising content, merchandising associations, and recommendations from store
    catalog
    •  You can target different customer segments within Web activities to personalize what customers see in an e-
    Marketing Spot
    •  Provides Marketing Managers ability to effectively communicate with customers without IT involvement
    Target   Ac'on  
    Ac'ons  
    WEB ACTIVITY
    DEMO

    View full-size slide

  22. •  Automate marketing actions based on specific behavior of your customers over time
    •  Interactive dialog with a customer: You wait for the customer to do something, or not do something, and then
    you target that customer with a planned marketing action
    •  Dialog can be ongoing as the customer's behavior changes
    24  
    Trigger  
    Ac'on  
    Trigger  
    Ac'on  
    Trigger  
    Ac'on  
    DIALOG ACTIVITY
    DEMO

    View full-size slide

  23. SEARCH ACTIVITY
    Trigger  
    Ac'on  
    Ac'on  
    Target  
    Ac'on  
    •  Manage business rules to rank, sort, and display the top search results

    View full-size slide

  24. 90%  of  shopping  begins  with  Search  
    “If  they  can’t  find  it,  they  won’t  buy  it”  
    Incorporate search as an integral part of platform

    Integrate tightly with stores and tools

    Optimize search experience by integrating with Precision Marketing engine

    Empower marketers and merchandisers
    SEARCH

    View full-size slide

  25. 27  
    WC  Cross  channel  Precision  
    Marke;ng  Engine  
    WS  Search  Op;miza;on  Framework
    Solr  
    3rd  party    
    Search  
    Engine  
    WC  Triggers  
    Result Ranking
    Landing page
    Faceted    
    Naviga,on  
    Product
    Recommendation
    s
    Search results
    driven by
    business rules
    Storefront
    1  
    2  
    Search Query
    Auto-Suggest
    Phrase Wildcard
    Spell Correction
                 Search  
    Adapter/Crawler  
    SEARCH

    View full-size slide

  26. §  Single shared master catalog
    §  Shared infrastructure for cross-brand
    and cross-channel experience
    §  Create new sites rapidly
    §  Each brand can manage their own
    product assortment and/or marketing
    §  Shared business processes,
    differentiated where necessary
    Catalog/Content   Page Logic  
    Business
    Assets  
    Inherit, Reference, and Override
    Business
    Assets   Page

    Logic  
    Catalog/
    Content  
    Business
    Assets   Page

    Logic  
    Catalog/
    Content  
    Business
    Assets   Page

    Logic  
    Catalog/
    Content  
    Site 1 Site 2 Site 3
    Extended
    Store
    Base Asset
    Store
    EXTENDED SITES

    View full-size slide

  27. Marketing
    Catalog /
    Product
    Information
    Partner/
    Channel
    Relationship
    Sales &
    Operations
    Service &
    Support
    IBM  WebSphere  Commerce  
    Target-­‐to-­‐
    Engage  
    Recruit-­‐to-­‐
    Monitor  
    Source-­‐to-­‐
    Merchandise  
    Quote-­‐to-­‐
    Cash  
    Request-­‐to-­‐
    Resolve  

    B2B Direct

     
    Distributor
     
    Hosted
    Partners
    Value
    Chain
    Business  
    Processes  
    Business  
    Models  
    Single, unified platform powers all business models and processes
    BUSINESS MODELS

    View full-size slide

  28. Selling  directly  to  
    businesses  or  
    customers  
    Bridge  between  
    suppliers  and  
    customers  
    Selling  through  a  
    network  of  partners  
    Selling  through  a  
    chain  of  enterprises  
     
    B2B  Direct  
     
     
    Distributor  
     
     
    Hosted  Partners  
     
     
    Value  Chain  
     
    BUSINESS MODELS

    View full-size slide

  29. EXPRESS PROFESSIONAL ENTERPRISE CLOUD
    ü  B2C Starter stores
    ü  Rich business user
    tooling
    ü  Cross-Channel
    Precision
    Marketing
    ü  Cross-Channel
    Order Processing
    ü  Sales Center
    ü  Gift Center
    ü  Workspaces

    ü  B2B Starter Stores
    ü  Extended Sites
    ü  Support for
    indirect business
    models
    DIFFERENT FLAVORS

    View full-size slide

  30. §  Storefront
    §  Workspaces
    §  Add catalog products
    §  Web activity
    §  Recommend content based on segment
    §  Market Experimentation: A/B test

    §  Dialog activity
    §  Create promotion for 15% off
    §  Customer abandon shopping cart (low/high value)
    §  Send mail and assign promotion coupon
    DEMO

    View full-size slide

  31. DIFFERENTIATORS

    View full-size slide

  32. DIFFERENTIATORS
    §  Vision
    §  Scalability
    §  Dynamic Caching
    §  Precision Marketing
    §  Searchandizing
    §  Extended sites

    View full-size slide

  33. QUESTIONS
    ANSWERS

    View full-size slide