How to Support Multichannel and Why It's Important - Greg Wong, Heiler
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Transcript of How to Support Multichannel and Why It's Important - Greg Wong, Heiler
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How to Support Multichannel
and Why it’s Important Greg Wong, CEO
| September 27, 2011
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Agenda
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» Multichannel Trends
» Effects on Manufacturers & Distributors
» Multichannel Pain Points
» PIM Solves the Challenge
» About Heiler
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Multichannel Trends: eCommerce
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Multichannel Trends: eTailers
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Multichannel Trends: Print Catalogs
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Source: USPS & Comscore
•Catalogs double sales (new & existing customers)
•Increase website traffic (new & existing customers)
•Catalogs move consumers into the sales funnel
•Buyer conversion rate is higher for recent catalog recipients
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Multichannel Trends: Mobile Commerce
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Multichannel Trends: Social Commerce
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Multichannel Trends: Value to the Consumer
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What does this mean for your company?
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» Consumers are searching and purchasing products
from various channels.
» In order for consumers to feel confident that they are
making the right purchase you must have up-to-date
product information for all of your sales channels.
» Perfect product data leads to higher conversion rates
and return customers.
» Enable the long-tail strategy for higher margins on
niche products.
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Long-Tail Strategy: Business Values
Gartner PIM Heiler
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PIM supports Long-tail Strategies of our Customers
The Business Value of Product Information for E-Commerce
Dealer, Retailer, Distributor
HIGHER MARGINS Through a collaborative PIM supply chain
PIM enables Longtail Business Models
0
4
8
12
16
20
24
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Cross Margin Progression & Trend
Longtail
Top-Seller
Commerce
Site
Enterprise
Product
Information
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PIM Increases Conversion Rates and Margins
The Business Value of Product Information for E-Commerce
Commerce
Site
Enterprise
Product
Information
Customer
Profile
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PIM Increases Conversion Rates and Margins
The Business Value of Product Information for E-Commerce
MORE ORDERS
Who? - is interested
- is my customer
- was here before
- visits me first time
- visits me often
- buys at my site
HIGHER
MARGINS
What? - Product
- Price
- Brand
- Benefits
- Availability
- Popularity
How? - to find
- to appear
- to afford
- to compare
- to receive
- to buy
Commerce
Site
Enterprise
Product
Information
Customer
Profile
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PIM = Difference Between Visitors and Buyers
The Business Value of Product Information for E-Commerce
INCREASING CONVERSION
RATE Through better Product Information
0 10 20 30 40
PIM enabled onsite facetted Search Increases Conversion +40%
0 60 120 180 240 300 360 420 480 540 600
PIM enabled targeted Merchandising Drives Response Rate +550%
0 10 20 30 40
PIM enabled Personalization & Recommendation Increase Order Size Rate +15% 0
4
8
12
16
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Conversion Progression & Trend
Buyers
Visitors x 100 = Conversion Rate in %
with PIM
without PIM
Commerce
Site
Enterprise
Product
Information
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Enterprise Publishing: 30% Quicker Time-to-Market
PIM_CL_BV_Print
14 Weeks
7 Weeks
10 Weeks
5 Weeks
0
5
10
15
New Catalog Update Catalog
+ 30%
Catalog Speed
PIM reduces time of print catalog production
and catalog updates for 30%
+ 63%
International Growth
PIM users sell to 46 countries
Average does address 17 countries.
So
urc
e: L
NC
PIM
20
11
& H
eile
r P
IM R
OI
Su
rve
y 2
01
1
Enterprise PIM makes you #1
PIM
PIM
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Publishing: Cross Selling Effects in Multichannel Strategies
PIM_CL_BV_Print
Source: E-Commerce Competence Center 2010
Online-Shop Store
s
Catalog 15.2 % of store revenues are
influenced by catalogs
29.1 % of online revenues are
influenced by catalogs
Manufacturing
Publishing
leads to
online & stores
revenues
Distribution B2B
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Multichannel Pain Points without a PIM
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» You cannot feel it
» You cannot touch it
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Multichannel Pain Points without a PIM
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» You are alone in the dark with no advice
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How PIM Helps
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» Good product search
» Detailed product descriptions
» Comparisons
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Overall Business Needs
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Organization & Extended Organization
Business Challenge
Single-perspective View of Data
Business Solution
Multi-perspective View of Data
XML
Excel
XML
CSV
JPG
PNG
GIF
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Multichannel Commerce Needs Perfect Product Data
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Manufacturer
Distributor
IDW
» Today most manufacturers have multiple
sales channels and need to have perfect
product data for all of their products.
» Distributors are receiving product data from
100’s of manufacturers, data pools, etc.
They need perfect product data to publish
this information to all of their sales
channels.
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Manufacturers are Selling Direct
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Manufacturer Distributor
» With the increase in internet revenues,
manufacturers have the opportunity to
sell direct.
» They can build relationships and sell
products online to customers.
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Static PIM Suite Overview
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Heiler PIM Suite - Product Content Management for large Enterprise Customer
Forrester PIM Heiler
SY
NC
D
AM
CA
T
PU
BL
Adoption PIM Channel
EC
M
HS
X
Q CATALOG
S
ENTER XML
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Enterprise Product Information Management
PLM
Creation
Enrichment
Synchronize
Consolidate
Integration
Mapping
Classification
Governance
Analysis
Stewardship
Workflow
Approval
Quality
Localization
Translation
Exchange
Presentation
Information
Publishing
Data
Onboarding Master Data
Management Digital Asset
Management Commerce
Stores
Live
Catalogs Channel
Management
Supplier Application Media eCommerce Social Multichannel eProcurement
Design
Art Buying
Photography
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Reference: Fastenal
Forrester PIM Heiler
“We deal in MRO, but our customers primarily expect
detailed product descriptions and technical details. As a
result, we are increasingly developing into an information
broker. This means that we deal in product information.” Bruce Loken
Product Data Management Director
Challenges Solution Benefits
» Improve data quality, accuracy, speed of
600K components for e-commerce and
maintain 11Million SKUs in one database
» Redundant /duplicated product data
» 9 Disparate databases
» Heiler Product Manager
» Heiler Media Manager
» Increased online profitability by 15%
» 80% reduction in cost and time with catalog
generation while increasing catalog SKU
count by 30K products
» Data consistent, up-to-date, accurate across
enterprise and sales/marketing channels
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Key Messages
» We are MDM for Product Data
End-to-End Product Information Supply Chain
High Volumes & Strong Performance
Multi Supplier
Mass Data
Multi Channel Commerce
Out of the Box support of major E-Commerce and E-Procurment Solutions
» We generate Business Values
Perfect and easy management of convergent channels
More revenues and higher conversion rates in the channels
Better margins and enabling long tail strategies for retailer
Early revenues through faster time-to-market and cost efficient supplier on-boarding
Strengthen the market shares with integrated procurement channels of large enterprise customers
Cost efficient data management for electronic and print publishing channels
» Global Growth Strategy and Organization
Gartner PIM Heiler
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Heiler Software Group
» Founded: 1987
Public 2000 Frankfurt Stock Exchange
Offices in Europe, USA, Canada, Australia
» 2011 Revenue: €16 Mio. est.
Equity Quote: 82% - €16 Mio. cash - no debts
EBIT positive: € 0,582 Mio. YTD
» Growth Rate: 48% YTD
» Partners: 40+
Major System Integrators, Consulting Firms
Major E-Commerce Vendors: IBM, ATG, SAP,
Microsoft, Intershop, Demandware
» Customers: 300+
100% Enterprise (Focus on Retail, Distribution)
80% Marketleaders with strategic PIM approach
15 Countries
Highest Customer Loyalty
FASTEST GROWING STANDARD SOFTWARE VENDOR FOR
PRODUCT INFORMATION MANAGEMENT (PIM)
0 2 4 6 8 10
Growth Rate Revenues FY 2010/11 – 48% YTD
0 1 2
Growth Rate Licenses FY 2010/11 – 128% YTD
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Global Growth
Gartner PIM
» Global Presence
Detroit
Chicago
Toronto
Stuttgart
Karlsruhe
London
Sydney
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Questions
Thank You!
» Learn more about Heiler
www.heiler.com
www.tv.heiler.com
www.pim-roi.com
» Connect with Heiler
YouTube
Questions?
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