E-commerce Berlin Expo - Divante - Anna Lankauf

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The Complete Transformation from Offline to Online Magento Implementation of a B2B Platform – a Case Study. Anna Lankauf User Experience Strategist

Transcript of E-commerce Berlin Expo - Divante - Anna Lankauf

Page 1: E-commerce Berlin Expo - Divante - Anna Lankauf

The Complete Transformation from Offlineto Online Magento Implementation of a B2B Platform – a Case Study.

Anna LankaufUser Experience Strategist

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This Case Study Shows How We Managed to Reach...

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87 000 000 EUR

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B2B is hot right now

75% e-commerce moreconvenient than a sales rep

4http://divante.co/blog/b2b-ecommerce-2016/

201630% buyers finalize atleast half of theirpurchases online

2017Estimated 56% of B2B purchase online

60% spend more wheninteracting with multiple channels

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The biggest electro-technicalgoods distributor in Poland with 30 years of experiencein the market. On WarsawStock Exchange since 1998. Clients from constructionbusiness area. 5

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It is difficult to convince the employees to introduce new ideas, especially such radicalones. Moreover, our vision and strategy needto be clear-cut to the Board of Directors and owners. We cannot begin without their supportand - as you can see - the project is planned to last for many years.

- Artur Piekarczyk, Vice-President

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Diversification of business and improvement of effectiveness

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1. Expand customer base(new industries, B2C clients)

2. Expand product range and addnew product categories

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Timeline of Cooperation

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9.2011 3.2012 5.2013 7.2013 11.2013 8.2014 2. 2015 1.2016

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The process

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Business expectations

Interaction DesignTechnical analysis and integrations

Graphic DesignImplementation

Tests

Optimisation

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Sales reps prefer to call their call centerand place ordersdirectly to the operator rather thanuse a mobile app

Business expectations phase

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Personas

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Personaa fictional identity that reflects one of

the user groups

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Design Phase

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Workshop

Prototyping

Selection of ideas

User Research

Findings

Polishing the Prototype

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Workshops

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Paper Prototypes

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Digital Prototypes

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User Testing

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Final Digital Mockup

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Graphic Design

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Implementation

19http://blog.aheadworks.com/2015/05/ecommerce-platforms-popularity-may-2015-two-platforms-take-half/

Magento isthe leadingtechnology

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Magento vs B2B Needs

Adding products faster (with photosand videos) -PimCore or Akaneo

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Marketing automation thatactually works and iseasy to use - Mautic

Recommendationengine - Hadoop

Custom B2B modules: a tree structure of the clients' account, payment methods, flexible shopping cart

Search that works likeGoogle - Fact Finder

CRM allows yoursales reps to work on your clients’ accounts– OroCRM

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Integrations for TIM

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Integration with CRM system:Sending client’s dataDownloading client’s dataCart synchronization (price)Cart downloadingCart reservationSending ordersSending RFPsDownloading offers for a customerDownloading product priceDownloading product price for a customerDownloading invoices data and invoices in pdfDownloading order’s historyDownloading order’s data

Product Management Program: Downloading data on products and categoriesDownloading catalogue cards of products and pictures

Warehouse Integration:Downloading product availabilityDownloading cable segments

FactFinder Integration:Sending product databaseDownloading search results

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CRM Live Integration – Bilateral integration in real time

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Recommendation engine

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Users Inspire Us

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Dedicated Functions

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B2B Functions to Consider

1. List of contractors with verification,2. Individual or collective negotiation of discounts,3. Order files,4. Offer creation,5. Consultants who can accept the order on behalf of the customer by the

phone / email / during a meeting,6. Saving and sharing the cart content,7. Forms of payments that are typical of B2B (for instance: a trade credit).

Implemented as extra Magento modules

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Implementation and Start-up

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9.2011 3.2012 5.2013 7.2013 11.2013 8.2014 2. 2015 1.2016

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Scalability and Performance

Replication of the database to speedup reading operation and balance the traffic to database

Using a cache system – in this caseMemcached was replaced by Redis

Using a scattered file system (GlusterFS)

Using an http-reverse-proxy system Varnish that speeds up loading pagesand static files

Using PerconaDB instead of MySQL for the database

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Ensuring Quality

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2 phase Code Review

Ticketing system (where all communication with the client happens)

Monitoring system – Incinga, Jenkins + Selenium + ELK Stack to monitor integrations

Version control system

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SLA - Divante S.W.A.T.

250 000 EURO daily rev.

1 hour system crash = 10 416 Euro

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SLA > 99.9%

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Effective Development

31https://en.wikipedia.org/wiki/Continuous_delivery

Deployment time <5 min

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Data Driven Customer Experience

97% of customers preffer one specific view of product list – „miniatures”

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Business Results

33The share of online salesin total sales in terms of income

The share of online sales in totalsales in terms of No. of products

B2B projectgoing live

7.2013Q3, 2015

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1. Expand customer base(new industries, B2C clients)

2. Expand product range and addnew product categories

Business Results

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130 mln Euro revenue

Business Results 2015

67% = 87 mln of revenue from online

87% of orders from online

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Business Results

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https://www.youtube.com/watch?v=-QumO63G_7M&list=PLuXGEsfZdwIUuaIJTEd3PDSUQLilYVu9a&index=3

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What’s Next?

1. Improving the retention of clients through BigData analysis and personalized recommendations.

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• Automated pricing optimization – 62%• Personalized recommendations – 56%• Use of wearable computing in distribution centers – 49%• Sensors in shipments/products – 46%• Robots/automation in distribution center/supply chain – 34%• Shopping cart abandoment analysis – 32%

B2B e-Commerce companies are investing in:

2. Automated pricingoptimization - the next big thingwe want to pursue.

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User Experience Strategist

[email protected] 733 355 592

Let’s talk in the booth D21

ANNA LANKAUF