A Powerful E-Commerce Solution Job Lam, IBM joblam@cn.ibm.com Dec 18 2009 Copyright IBM Corporation 2009
Agenda B2C Market Size in China Quick Recap on Commerce Solutions Key Trends shaping the market Data Suppliers Fulfillment Back-end Customer Interaction Platform Strategy POS Resellers / Dealers Legacy systems Distributors Kiosk B2B / Partners Retailers New Platform Highlights Web B2B sites Tele, mobile Customer procurement / systems Power next generation interactions with Precision Marketing Deliver rich customer centric experiences with new Web 2.0 Stores and integrated Social Commerce Optimize cross channel interactions with Cross Channel Processes and Mobile Commerce
China 2008 Q3-2009 Q3 B2C Market YTY Growth is over 90% in the past five quarters (Yellow line) QTQ Growth is above 16-19% (Blue Line) B2C transactions reached RMB 65.85B in Q3 2009 Estimated B2C will be RMB230B in 2009!
Quick Recap on ecommerce Solutions Order Management Order Consolidation Fulfillment Shipping / Back Order / Returns Inventory Business Manager Business Rules Flexible Pricing Customer Segmentation Campaigns/Promotions Catalog Mgmt Tools Analytics Reporting Data Warehouse Catalog Customers Assisted Selling Search Enhanced Buying Packages / Bundles Gift / Wish Lists Order Confirmation / Status Live Chat Account Mgmt Order Mgmt Customer Support Pre & Post Sale Support Payments Approval Capture Settlement Enterprise Data Sources Integration Merchandising Discounts & Coupons Cross/Up-Sell Auctions Personalized Search & Assisted Selling e-mail campaign
Implementing a ecommerce Project IT & Marketing Team Set up general setting for the Online store, for example logistics, payments solutions etc Marketing Manager Create and manage activities that support your site's marketing campaigns. Deliver targeted marketing messages to customers on store pages, or using e-mail and text messages. Marketing Manager Create and manage promotions that support your site's marketing campaigns. Category Manager and Product Manager Manage the catalog hierarchy Manage sales catalogs Manage product catalogs. Customer Service Representative (CSR) Customer service tasks Order management tasks Accomplish customer-service tasks in an inbound call-center
Today s demanding customers More knowledgeable about products, costs, and price More savvy about technology and products/services Less loyal to any given retail entity Self-sufficient and demands information to make smart decisions Active participants openly sharing and seeking consumer driven content Proud of being an individual and expects personalization and high customer service in every interaction Driven by three new currencies: time, value, and information Today's change and even more so, tomorrow's changes will come from newly empowered consumers, who, by harnessing the tools that Web 2.0 technology affords them, can wield power and influence over retailers in a way never witnessed before. - Gartner 2008 Source: IBM Institute for Business Value Retailing in a World of Extremes
Millennials: 15-35 Gen X: 36-50 These customers and segments will continue to evolve in 2015 Boomers: 51-69 Traditionals: 70+
New Touch points New Interaction Models The changing face of technology New Store Formats Innovation
Delivering Smarter Commerce Suppliers Data Back-end Fulfillment Legacy systems Resellers / Dealers POS Distributors B2B / Partners Retailers Kios k Web B2B sites Tele, mobile Tele, mobile Customer procurement / systems WebSphere Commerce Customer Interaction Platform enables companies to deliver a consistent, customer-centric experiences across multiple channels & touch points
Cross Channel Precision Marketing
Power Next Gen Interactions with Precision Marketing Management Center Enhancements Empower marketers to create, manage and deploy personalized marketing campaigns across direct and extended brand touch points Cross-Channel Precision Marketing Engine Triggers Mobile Order History Social Commerce Browsing Cross-Channel Precision Marketing Engine Actions Promotions Mobile Cross/Up Sell Point of Sale Web, Mobile, Cross Channel Social Participation Personalization Search Emaill Kiosk Integrated with ecosystem B2B behavioral marketing Behavioral segmentation and personas
Search Engine Optimization and Landing Page Optimization
Cross Channel Dialog: Register and Order Customer Registers Places Order SMS Order Confirmation Thank you for your purchase. Your order # is 13721
Customer Registers Cross Channel Dialog: Register No Action Email Offer Wait one week Thank you for your registration. We re running a special on
Social Commerce: Reward Active Participation Change Banner $10 Off Next Order Add to Active Participant Segment Customer Writes 5 Reviews Send $10 Off SMS Coupon Thank you for your review. Receive $10 off next order
Marketing Planning and Execution
Quick Recap on ecommerce Solutions Order Management Order Consolidation Fulfillment Shipping / Back Order / Returns Inventory Business Manager Business Rules Flexible Pricing Customer Segmentation Campaigns/Promotions Catalog Mgmt Tools Analytics Reporting Data Warehouse Catalog Customers Assisted Selling Search Enhanced Buying Packages / Bundles Gift / Wish Lists Order Confirmation / Status Live Chat Account Mgmt Order Mgmt Customer Support Pre & Post Sale Support Payments Approval Capture Settlement Enterprise Data Sources Integration Merchandising Discounts & Coupons Cross/Up-Sell Auctions Personalized Search & Assisted Selling e-mail campaign
Buy-On-Mobile-Pickup-In-Store
WebSphere Commerce Solution Any or all commerce initiatives built on a single, unified platform WebSphere Commerce Role-based tools for business users, administrators and developers Tools Business Catalog & Content Configurable Business Processes Marketing Selling Assisted Interactions Order Management Robust, out-ofbox business processes enable best practices Admin Relationships & Agreements Business Context Engine Globalization Analytics Interactions tailored for each customer Developer IBM Middleware Platform Built on a scalable platform designed for cross-channel business integration
A typical China brand Solution System Structure Official Web Sites for International or China Market Taobao B2C Store Taobao C2C Store Official Website Taobao Mall API Portal Product information push Member Information Promotion Information Brand 1 Store Display Information Price & Marketing Inventory Synchronism Commercial Program Global s Public Interface Platform Data Transformation Websphere Commerce Brand 2 Store Product, Price, and Warehouse Information New Orders/Order Status Order Checking Module Orders Brand 3 Store Multiple Brand Master Catalog Order Status Order Capture Brand 4 Store Order Status (Cancellation) Phone Orders Order Cancellation Call Center or TenCent Call QQ Center CRM System Order Cancellation, Customer Service Commercial Global s ERP System Member Data Center Purchase Module Warehousing & Logistics Statistical Analysis Brand Management Account Settlement Supplier Management Store Management System Community TenCent QQ Product Management System 20
Some Customer References Retail Electronics and High Tech Education Industrial and Other B2B Small Business Automotive Government
Commerce B2B customers
WebSphere Commerce Dominates the top 100 Retailers! IBM WebSphere Commerce is used by more of the top 100 online retailers in the US than any other e-commerce solution, according to Internet Retailer s Top 500 Guide, which ranks the 500 largest online retailers, based on 2009 online revenues. Other data points: WebSphere Commerce powers retailers sites in 12 of the 14 retail categories assessed. Eight of the retail sites on the list who experienced the biggest growth in dollars are IBM customers. Over $9 billion of the top 500 online retailers' revenue comes through WebSphere Commerce powered sites (that's not counting ibm.com!). According Top 500 Guide data, that is more revenue than was transacted by the next three vendor s solutions combined!
Some WebSphere Commerce Customers
Thank you Copyright IBM Corporation 2009