Magento for B2B – Powering Enterprise E-Commerce
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Transcript of Magento for B2B – Powering Enterprise E-Commerce
© ZEON SOLUTIONS INC.
Magento for B2B: Powering Enterprise E-commerce
September 26, 2012 Accelerating Revenue Through Technology
© ZEON SOLUTIONS INC.
Today’s Host
David Hess – Senior Business Development Manager
Agenda• Introduction• B2B E-commerce Overview• Essential B2B Needs• Magento for B2B E-commerce• B2B Company Success Story• Customization, Configuration and Product Selection• “Super Admin”• Q & A
In this webinar, we will…
• Introduce tools that help educate your customers and increase conversion
• Discuss the unique e-commerce challenges facing B2B companies
• Address the importance of efficient integration
According to Gartner -
“…the [B2B] manufacturer has invested in e-commerce to provide a competitive differentiator, which is especially important to companies that are selling commodity products where differentiation, other than a lower price, may hinge on the customer relationship and the ease of the transaction.”
Source: Prepare Now For The Impact Of AmazonSupply on the B2B E-commerce Market
15 June 2012, Chris Fletcher, Gene Alvarez
Agenda• Introduction• B2B E-commerce Overview• Essential B2B Needs• Magento for B2B E-commerce• B2B Company Success Story• Customization, Configuration and Product Selection• “Super Admin”• Q & A
B2B E-commerce OverviewRapidly Growing
Key growth drivers
•Sales growth•Operational efficiency•Direct relationship•Competitive advantage•Competitive threat
• Opportunities being capitalized on:• Grow Sales• Explore New Markets• Develop New Products
•Alternate channel strategies• Amazon• Google Shopping Feed• eBay
B2B E-commerce OverviewRapidly Growing
Key growth drivers
•Sales growth•Operational efficiency•Direct relationship•Competitive advantage•Competitive threat
• Manufacturers extend information from ERP:• Price, Availability• Order Status• Invoice History
• Extend complex, manual custom ordering processes
• Re-task workforce into value added roles
• Get more done with fewer resources
• Direct impact on net income
B2B E-commerce OverviewRapidly Growing
Key growth drivers
•Sales growth•Operational efficiency•Direct relationship•Competitive advantage•Competitive threat
• Leverage brand
• Capitalize on web traffic
• Develop direct relationships
• Make it easier to do business
B2B E-commerce OverviewRapidly Growing
Key growth drivers
•Sales growth•Operational efficiency•Direct relationship•Competitive advantage•Competitive threat
• Buying preference for the web
• Open dialogue with customers
• Use B2C features customers like
• Increase customer loyalty, long term value
B2B E-commerce OverviewRapidly Growing
Key growth drivers
•Sales growth•Operational efficiency•Direct relationship•Competitive advantage•Competitive threat
• Some view the web as way to create sustainable competitive advantage
• Others as means to mitigate channel threat
B2B E-commerce OverviewRapidly Evolving
Key evolution drivers
•Features and functionality•Customer self service•Rich content
• B2C features, functionality on B2B sites no longer “nice to have”
• B2B users expect same features, functionality as B2C sites:• Favorites• Wish list• Order history• Product recommendations
B2B E-commerce OverviewRapidly Evolving
Key evolution drivers
•Features and functionality•Customer self service•Rich content
• More and more B2B customers want to do everything online
• Some dealers and distributors run their businesses through B2B sites
• They want to manage their customers, orders, payments all online
Similar to online banking…
B2B E-commerce OverviewRapidly Evolving
Key evolution drivers
•Features and functionality•Customer self service•Rich content
• B2B customers used to ordering by part number with a catalog on hand
• Now they expect more information online:• Multiple images• Detailed specs• MSDS• Technical data sheets• Manuals• Downloads• Tutorials
Agenda• Introduction• B2B E-commerce Overview• Essential B2B Needs• Magento for B2B E-commerce• B2B Company Success Story• Customization, Configuration and Product Selection• “Super Admin”• Q & A
MARKETINGCUSTOMER BASED PROMOTIONS
Special accounts can be set up
3M (customer) set up as a special account
All 3M purchasing groups/individuals can access special promotions designed for 3M
CUSTOMER BASED PROMOTIONS
Essential B2B Needs
MARKETING MULTICHANNEL INTEGRATION
Integration of customer activity from all channels
Example:Orders placed via catalog/phone and orders placed via web
Can the customer visit them all online?
CUSTOMER BASED PROMOTIONS
MULTICHANNEL INTEGRATION
Essential B2B Needs
MARKETINGMERCHANDISING
Customer specific promotions and offers
Ability to create custom landing pages for specific products quickly, easily
Cross sell, up sell
Product kits/bundles
CUSTOMER BASED PROMOTIONS
MULTICHANNEL INTEGRATION
MERCHANDISING CAPABILITIES
Essential B2B Needs
CATALOG
MARKETING CUSTOMER BASED CATALOG
Special customers can have their own catalogs; access a sub-set of products.
3M users only see popular items they buy frequently
CUSTOMER BASED CATALOG
MARKETING
CUSTOMER BASED PROMOTIONS
MULTICHANNEL INTEGRATION
MERCHANDISING CAPABILITIES
Essential B2B Needs
CATALOG
MARKETING CUSTOMER BASED PRICING
Special customers get special pricing
Can be different at product levels
Matrix pricing; standard discount doesn’t apply.
CUSTOMER BASED CATALOG
CUSTOMER BASED PRICING
CUSTOMER BASED PROMOTIONS
MULTICHANNEL INTEGRATION
MERCHANDISING CAPABILITIES
MARKETING
Essential B2B Needs
CATALOG
CONFIGURABLE PRODUCTS; GROUP PRODUCTS
Customers need to select from a group of available product options
As with a catalog where products are organized in tabular formats
CUSTOMER BASED CATALOG
CUSTOMER BASED PRICING
CONFIGURABLE PRODUCTS; GROUP PRODUCTS
MARKETING
CUSTOMER BASED PROMOTIONS
MULTICHANNEL INTEGRATION
MERCHANDISING CAPABILITIES
Essential B2B Needs
CATALOG
LARGE NUMBER OF SKUS
B2B sites usually have thousands of SKUs
An auto parts store likely to have hundreds of thousands of parts, SKUs
CUSTOMER BASED CATALOG
CUSTOMER BASED PRICING
CONFIGURABLE PRODUCTS; GROUP PRODUCTS
LARGE NUMBER OF SKUS
MARKETING
CUSTOMER BASED PROMOTIONS
MULTI-HANNEL INTEGRATION
MERCHANDISING CAPABILITIES
Essential B2B Needs
ORDERING
BULK AND REPEAT PRODUCT ORDERING
Large-sized orders are popular with B2B
Repeat and scheduled ordering common in B2B e-commerce
BULK & REPEAT PRODUCT ORDERING
CATALOG
CUSTOMER BASED CATALOG
CUSTOMER BASED PRICING
CONFIGURABLE PRODUCTS; GROUP PRODUCTS
LARGE NUMBER OF SKUS
MARKETING
CUSTOMER BASED PROMOTIONS
MULTI-HANNEL INTEGRATION
MERCHANDISING CAPABILITIES
Essential B2B Needs
ORDERING
B2B PAYMENT OPTIONS: PURCHASE ORDERS, INVOICE ME
B2B has high percentage of accounts using Invoice Me and PO options
Need sophisticated authentications for these options:• PO limits• Good credit standing
BULK & REPEAT PRODUCT ORDERING
B2B PAYMENT OPTIONS: PURCHASE ORDERS, INVOICE ME
CATALOG
CUSTOMER BASED CATALOG
CUSTOMER BASED PRICING
CONFIGURABLE PRODUCTS; GROUP PRODUCTS
LARGE NUMBER OF SKUS
MARKETING
CUSTOMER BASED PROMOTIONS
MULTI-CHANNEL INTEGRATION
MERCHANDISING CAPABILITIES
Essential B2B Needs
ORDERING
SCHEDULED DELIVERIES AND MULTIPLE FULFILLMENT OPTIONS
B2B requires more sophisticated delivery options
B2B customers use own UPS account for shipping
Customers also need scheduled and special location deliveries
BULK & REPEAT PRODUCT ORDERING
B2B PAYMENT OPTIONS: PURCHASE ORDERS, INVOICE ME
SCHEDULED DELIVERIES & MULTIPLE FULFILLMENT OPTIONS
CATALOG
CUSTOMER BASED CATALOG
CUSTOMER BASED PRICING
CONFIGURABLE PRODUCTS; GROUP PRODUCTS
LARGE NUMBER OF SKUS
MARKETING
CUSTOMER BASED PROMOTIONS
MULTICHANNEL INTEGRATION
MERCHANDISING CAPABILITIES
Essential B2B Needs
ORDERING
QUOTE CREATION; QUOTE TO ORDER
Quotes are typical in B2B space, for approval and budget workflows
BULK & REPEAT PRODUCT ORDERING
B2B PAYMENT OPTIONS: PURCHASE ORDERS, INVOICE ME
SCHEDULED DELIVERIES & MULTIPLE FULFILLMENT OPTIONS
QUOTE CREATION; QUOTE TO ORDER
CATALOG
CUSTOMER BASED CATALOG
CUSTOMER BASED PRICING
CONFIGURABLE PRODUCTS; GROUP PRODUCTS
LARGE NUMBER OF SKUS
MARKETING
CUSTOMER BASED PROMOTIONS
MULTICHANNEL INTEGRATION
MERCHANDISING CAPABILITIES
Essential B2B Needs
INTEGRATION
BUSINESS SYSTEM INTEGRATION
Availability, order status and special pricing all key to B2B e-commerce
All require sophisticated integration with business systems
BUSINESS SYSTEM INTEGRATION
ORDERING
BULK & REPEAT PRODUCT ORDERING
B2B PAYMENT OPTIONS: PURCHASE ORDERS, INVOICE ME
SCHEDULED DELIVERIES & MULTIPLE FULFILLMENT OPTIONS
QUOTE CREATION; QUOTE TO ORDER
CATALOG
CUSTOMER BASED CATALOG
CUSTOMER BASED PRICING
CONFIGURABLE PRODUCTS; GROUP PRODUCTS
LARGE NUMBER OF SKUS
MARKETING
CUSTOMER BASED PROMOTIONS
MULTICHANNEL INTEGRATION
MERCHANDISING CAPABILITIES
Essential B2B Needs
INTEGRATION
3rd PARTY INTEGRATIONS
Similar to business system integration; 3rd party integration becoming crucial component of B2B.
Examples of 3rd party integration include:
•Communication with supplier systems to check for product availability
•Communication with logistics providers
BUSINESS SYSTEM INTEGRATION
3rd PARTY INTEGRATIONS
ORDERING
BULK & REPEAT PRODUCT ORDERING
B2B PAYMENT OPTIONS: PURCHASE ORDERS, INVOICE ME
SCHEDULED DELIVERIES & MULTIPLE FULFILLMENT OPTIONS
QUOTE CREATION; QUOTE TO ORDER
CATALOG
CUSTOMER BASED CATALOG
CUSTOMER BASED PRICING
CONFIGURABLE PRODUCTS; GROUP PRODUCTS
LARGE NUMBER OF SKUS
MARKETING
CUSTOMER BASED PROMOTIONS
MULTICHANNEL INTEGRATION
MERCHANDISING CAPABILITIES
Essential B2B Needs
Essential B2B Needs
INTEGRATION
INVOICING AND REPORTING
Need for invoicing, advanced reporting common in a B2B environment
Dealers and distributors use B2B e-commerce “My Account” section as their portal to do everything
BUSINESS SYSTEM INTEGRATION
3rd PARTY INTEGRATIONS
INVOICING & REPORTING
ORDERING
BULK & REPEAT PRODUCT ORDERING
B2B PAYMENT OPTIONS: PURCHASE ORDERS, INVOICE ME
SCHEDULED DELIVERIES & MULTIPLE FULFILLMENT OPTIONS
QUOTE CREATION; QUOTE TO ORDER
CATALOG
CUSTOMER BASED CATALOG
CUSTOMER BASED PRICING
CONFIGURABLE PRODUCTS; GROUP PRODUCTS
LARGE NUMBER OF SKUS
MARKETING
CUSTOMER BASED PROMOTIONS
MULTICHANNEL INTEGRATION
MERCHANDISING CAPABILITIES
INTEGRATION
AUTHENTICATION, CORPORATE ACCOUNTS
Managing account information centrally within business systems is another critical B2B requirement
3M has one master account and several authorized users at 3M can buy using that master account
BUSINESS SYSTEM INTEGRATION
3rd PARTY INTEGRATIONS
INVOICING & REPORTING
AUTHENTICATION, CORPORATE ACCOUNTS
ORDERING
BULK & REPEAT PRODUCT ORDERING
B2B PAYMENT OPTIONS: PURCHASE ORDERS, INVOICE ME
SCHEDULED DELIVERIES & MULTIPLE FULFILLMENT OPTIONS
QUOTE CREATION; QUOTE TO ORDER
CATALOG
CUSTOMER BASED CATALOG
CUSTOMER BASED PRICING
CONFIGURABLE PRODUCTS; GROUP PRODUCTS
LARGE NUMBER OF SKUS
MARKETING
CUSTOMER BASED PROMOTIONS
MULTICHANNEL INTEGRATION
MERCHANDISING CAPABILITIES
Essential B2B Needs
Agenda• Introduction• B2B E-commerce Overview• Essential B2B Needs• Magento for B2B E-commerce• B2B Company Success Story• Customization, Configuration and Product Selection• “Super Admin”• Q & A
Feature Magento RemarksWeb Catalog Manager Available in Enterprise Edition.
Web Content Management Available in Enterprise Edition.
Customer Based Promotions Available in Enterprise Edition.
Multichannel Integration Available in Enterprise Edition.
Customer Based Catalog Available in Enterprise Edition.
Customer Based Pricing Available in Enterprise Edition.
Configurable Products; Group Products
Available in Enterprise Edition.
Large Number Categories & SKUs Available in Enterprise Edition.
Bulk & Repeat Product Ordering Available in Enterprise Edition.
B2B Payment Options: POs, Invoice Me
Available with Zeon’s Local Extensions.
Scheduled Deliveries & Multiple Fulfillment Options
Available with Zeon’s Local Extensions.
Quote Creation; Quote to Order Available with Zeon’s Local Extensions.
Business System Integration (Orders, Customers, Products)
Available in Enterprise Edition.
3rd Party Integrations Framework available in Enterprise Edition. Customization required.
Invoicing & Reporting Partially available.
Authentication, Corporate Accounts (One Account/Multiple Users)
Available with Zeon’s Local Extensions.
Features Key
Available
Available with Third Party Extension Or Easy Customization
Coming Soon from Zeon
Not Available
Magento for B2B E-commerce
Agenda• Introduction• B2B E-commerce Overview• Essential B2B Needs• Magento for B2B E-commerce• B2B Company Success Story• Customization, Configuration and Product Selection• “Super Admin”• Q & A
According to Gartner -
“Customer experience refinements can be lucrative; search technology and recommendation technologies can drive increased purchase size and develop better margins.”
Source: Best Practices in Strategically Combining Search, Content Analytics and E-Commerce
25 May 2012, Whit Andrews, Gene Alvarez
Success story: Large B2B Magento SiteMagento B2B Site Information
Company Name EmedcoVertical Industrial ManufacturerOverview Leading manufacturer of signs and identification
products. Covers every facet of the sign industry including workplace safety, spill control, building and grounds signage.
No. of SKUs 225,000+Average Monthly Traffic 150,000+
Custom Product Center
Quick Order
Bill Me Later
Emedco: B2B Feature Highlights
Large Number Categories and SKUsCustom Product OrderingConfigurable Products; Group ProductsB2B Payment Options: POs, Invoice MeScheduled Deliveries and Multiple Fulfillment OptionsBusiness System Integration (Orders, Customers, Products – Pricing and Availability)3rd Party Integrations
Success Story
Easy navigation supports 225,000+ products
Group Product
Configurable Product
Website accepts popular B2B payment options -
Pay Later
Purchase Order
Delivery Options
Scheduled Deliveries
Define Delivery Point
INTEGRATION/TOUCH POINT METHOD
Product Content BATCH
Product Pricing ONLINE
Customer/Account Information ONLINE & BATCH
Order Creation ONLINE & BATCH
Order Status ONLINE
Tax Rates ONLINE
Shipping Charges ONLINE
Success Story
SAP Integration
DESIGN/BUILD YOUR OWN
DYNAMIC PREVIEW (WYSIWYG)
http://www.emedco.com/custom-no-header-traffic-and-parking-signs-emts.html?hid=emts-noheader
Agenda• Introduction• B2B E-commerce Overview• Essential B2B Needs• Magento for B2B E-commerce• B2B Company Success Story• Customization, Configuration and Product Selection• “Super Admin”• Q & A
Conversion through customization:• Monogrammed collectibles to 5-figure furniture, all require customization
• Customers want virtual proofs, instant gratification, free processes
Customization and Configuration
Workflow Example
Product Selection Wizard
Product Selection Wizard
Benefits of Customization, Product Selection
• Reduce order-to-cash cycle
• Save production time • Photography and image management
• Increase conversion
• Fewer abandoned carts
• Infinite possibilities to enhance product offerings
• Engaging customer experience!
How to Begin• Select a highly experienced partner• Identify viable product lines• Determine how backend production, delivery process support a configuration tool• A major step -- creating vignettes • Use high resolution imagery – photography/design• Leverage Magento tools
Agenda• Introduction• B2B E-commerce Overview• Essential B2B Needs• Magento for B2B E-commerce• B2B Company Success Story• Customization, Configuration and Product Selection• “Super Admin”• Q & A
Coming Soon! “Super Admin”Advanced “wish list” for individual projects
Distributor
Contractor 1
Contractor 2
Contractor 3
Contractor 4
A A A AB B CCC B B C
Magento Gold Solution Partner
• Enterprise e-commerce, software application development, search engine marketing
• B2B and B2C e-commerce, enterprise apps and integration experience
• Broad range of Magento services– Development, design
– Customization, support
• Ten years in business
• 300+ employees
• Global footprint
Our Footprint
• 300+ worldwide employees
• Global delivery model -- 24/7 development and support
NAGPURPUNE
MILWAUKEE, WI
CHICAGO, IL
ANN ARBOR, MI
SEATTLE, WA
ANN ARBOR, MI
Questions for us?
David HessSenior Business Development ManagerZeon Solutions, [email protected]