E-commerce interoperability with IBM’s WebSphere Commerce ...
WebSphere Commerce Overview -...
Transcript of WebSphere Commerce Overview -...
IBM Software Group 5/20/2008 © 2006 IBM Corporation
WebSphere Commerce Overview
Luis Gregó[email protected]
WebSphere Commerce Overview
© 2007 IBM Corporation15/20/2008
Agenda
� Trends in e-Commerce
� Vision for Pharmaceutical
� Key Features of WebSphere Commerce
� Directions
� Summary
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The e-Commerce Environment Has Changed
Before: Static, catalog-driven experience Today: Dynamic, customer-driven experience
Category
Sub-Category
Products
ProductSummary
Details
HTML Page Refresh
HTML Page Refresh
HTML Page Refresh
HTML Page Refresh
Product Fast Finder
Quick View
Drag / Drop Into Cart / Comparison
Single Page Checkout
Interactive / Scrolling Marketing Spots
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The Traditional Shopping Metaphor No Longer Applies in Today’s Online Environment
Find the perfect eyeglasses
Plan a roomDynamic interactions
Productivity ToolsCustomer Driven Content
Virtual 3D
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Lifestyle shopping experience
Find the perfect eyeglasses
Plan a room
Plan a projectDynamic interactions
Productivity Tools
The customer is at the center of the experience
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IBM’s Vision Outpaces Current Benchmarks - Not “Me Too”
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What’s Wrong With “Me Too” ?
Walgreens Home page:
• Very busy and difficult to navigate
• There is no obvious segment target
• Does not build or recognise loyalty
• Not personalized, brand value not recognized
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Information Not Presented in an Engaging Way
Walgreens Baby Club:
• Long list of stuff
• Difficult to navigate or find any information of value
• Search for ‘weaning’failed
Will shopper come back ?
Or tell her friends ?
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Vision Guiding Principles
Customer …what are they looking for ?
– Simple & intuitive
– Easy to find information and services
– To be recognized for who they are and see the brand value
To buy stuff …….
– Selling ….. always linked with context
– Information ….. always linked with context
– Community ….. always linked with context
All this starts with Landing Page ….anonymous user
– Great looking, immediately useful, relevant, sticky
……able to find what they are looking for… easily
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WebSphere Commerce
Demo
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WebSphere Commerce Solution Architecture
Built on a scalable platform designed for cross-cha nnel business integration
Any or all commerce initiatives built on a single, unified platform
WebSphere Commerce
AnalyticsGlobalizationPersonalizationRelationships & Agreements
Business Context Engine
Configurable Business ProcessesBusiness Processes
Order ManagementCollaborationCatalog &
ContentMerchandize
& SellMarketing
IBM Middleware PlatformDeveloper
Tools
Admin
Business
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Integrated Commerce Platform
Supports All of a Company's Business Models --Whether B2C, B2B or Both -- on a Single Platform
Multi-channel
B2C
e-Retail
Multi-tier
Single Tier
B2B Channel
Public
Private buyer sites
B2B Direct
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Ritz Interactive operates a network of 15 e-commerce sites that are uniquely branded and marketed
Ritz Interactive treats each brand as an on-line community by offering domain specific content, reviews, tips, and advice. While each site is independent and
individually branded they all operate on same software platform
Camera and Electronics Fishing and Boating Apparel and Accessories
*Presently Ritz micro-sites are not using E-Sites
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Follett hosts hundreds of unique and separately managed storefronts from a centrally administered software instance
eFollett.com powers + 900 individually managed sites, offering books and merchandise specific to campus, while sharing a single checkout process
Stanford University Univ. of San Francisco Univ. of California-Berkeley
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IKEA Responds to Regional Customer Needs With Geo-Specific Sites
IKEA sells online in 25+ countries by tailoring products, language, currency, shipping & tax rule to country-specific requirements while
maintaining consistent brand experience by sharing business and IT assets
15 local sites within UK offering location specific products,
promotions & events
Three regional sites for East, West, and
South Australia
*Presently IKEA micro-sites are not using E-Sites
Country-specific sites in North America
23 country-specific sites in
Europe
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Multi Site Implementation – IBM vs. Competition
� Full/selective asset sharing
� Centralized administration
� Consistent experience
WebSphere Commerce
Customer Interaction Platform
Catalog/Content
Page Logic
Business Assets
Base Asset Store
Business Assets
Page Logic
Catalog/Content
Business Assets
Page Logic
Catalog/Content
Business Assets
Page Logic
Catalog/Content
Site 1 Site 2 Site 3
IBM WebSphere Commerce Competition� “ Development factory ” approach leading
to costly and error-prone solution
� IT administrative overhead
� Process creep and inconsistency
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Partner InterfaceWeb Interface CSR Interface Mobile Interface Kiosk Interface
By leveraging a Single Customer Interaction Platform, Retailers can Deliver an Integrated Cross-channel Experience
Order Taking
X-Sell / Up-Sell
Registration
Offers / Promo
Customer Profile
User Interface
Order Taking
X-Sell / Up-Sell
Registration
Offers / Promo
Customer Profile
User Interface
Web Site Contact Center Store DevicesPartners Mobile
Customer Interaction Platform
AnalyticsGlobalizationPersonalizationRelationships & Agreements
Business Context Engine
Configurable Business ProcessesBusiness Processes
Order ManagementCollaborationCatalog &
ContentMerchandize
& SellMarketing
IBM Middleware PlatformDeveloper
Tools
Admin
Business
Customer Interaction Platform
AnalyticsGlobalizationPersonalizationRelationships & Agreements
Business Context Engine
Configurable Business ProcessesBusiness Processes
Order ManagementCollaborationCatalog &
ContentMerchandize
& SellMarketing
IBM Middleware PlatformDeveloper
Tools
Admin
Business
Order Taking
X-Sell / Up-Sell
Registration
Offers / Promo
Customer Profile
User Interface
Order Taking
X-Sell / Up-Sell
Registration
Offers / Promo
Customer Profile
User Interface
Order Taking
X-Sell / Up-Sell
Registration
Offers / Promo
Customer Profile
User Interface
X-Sell / Up-SellOrder CaptureProduct Info
Registration
Customer Profile
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One Solution Used in Multiple Channels
WebSphere Commerce
Web BrowserCall Center
Business Logic
In Store
MobileKiosk
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Integrated Multi-Channel Retailing Maximizes Revenue and Increases Customer Value
Consumers who shop all three of the retailer’s channels spend 4.5 times morethan average single channel customers
Dual-channel shoppers spend 114% more than single channel shoppers and tri-channel shoppers spent 168% more
Catalogs drive 15% of store purchases; retail stores report a 25%-30% lift in sales when catalogs are mailed
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Del
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exp
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�Considered the top multi-channel retailer in the UK�2006 Online Retailer of the Year - Retail Week�2006 Customer Services Initiative of the Year - Retail Week
�Internet : order products using the website or catalogue numbers and arrange for home delivery, or reserve items to pick up in store�Store : purchase items in store; use quick pay kiosks�Telephone : order products via a catalogue for home delivery, or reserve items for store pickup�Mobile phone : send text message to reserve item at local store and take home
Argos multi-channel strategy enables customers to conveniently shop any time, any where
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Some Key E-Commerce Features
Kevin DoyleWorld Wide E-Commerce Executive IBM Toronto Lab
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Personalization� Business rules
� Click stream recommendations
� Targeted segments
� Registered or anonymous� shoppers
� Across channels
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B2C Marketing
E-marketing spots
� Content unique to customer
� Automated X-Sell & Up-sell
� Targeted promotions
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Cross-Sell / Up-SellSuggestive Offers
Enhanced Buying Experience
Additional capabilities:
– One click purchase
– Product substitutions
– Plus many more…
Time based offers
Bundles & Kits
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Marketing Promotions� Many promotion models
– Order level– Product (line item) level– Shipping…free or discount– Buy X get Y– Gift with purchase– Ranges …. % off and values (fixed $)– Coupons… redemption limits– Exclusion lists– Promotion codes
� Empowering Business Users– Set promotion redemption limits
– Extend promotions to email
– Ads linked to promotions
– Date specific scheduling
– Promotion policy model for conflict resolution
Easy to add / extend
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Guided Selling
"Campmor's customers…don't just want to find sleeping bags, they want to find waterproof, down-filled sleeping bags that will keep them warm in extreme
temperatures. So we needed to enhance the search and navigation capabilities of the site to make such searches possible.“," Jeanette Thomas, Tachyon
Advanced Search
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Enhanced Search and Navigation
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Search Engine Optimization
�Enables search engine “spiders” to index dynamic pages
�Tools enable easier web page indexing and removing inhibitors such as “stop characters”
�Site mapping tool to generate site map with static URLs and spider-optimized page content
�Runtime mapping of static URLs to dynamic pages
Links straight to the product page
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Flexible Order Management
Order by SKU
From Previous Order, R-orders, scheduled orders
� Managed at line item level
� Back orders
� ATP
� Notifications
� Multiple ship to... Requested dates
� Special Instructions
� Requisition lists
� Inventory
Multiple Payments
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Analytics .... Coremetrics Strategic Partnership
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Marketing Experimentation – A/B Testing
�Allows Business Users to…
�Quickly test alternatives and evaluate customer response
–Promotions
–Creative Content
–Merchandising
–Pricing�Run A/B/C… splits tests
�Reports on most successful experiment
�Simple to deploy the most effective approach
�No involvement from IT
Marketing Experimentation
Control A Test B
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Managing the Catalog
Create/manage Products
� Product information, descriptions
� Product images, attributes
Associations
� X-sell, Up-sell, Accessory
� Bundles & Kits
Sales Catalogs
� Targeted filters
WC
Product
Location
Org Terms
Partner
Master Data Repository (PIM)
� All external & Internal info
� All product linkages
Multi-Channel / Purpose
� Feed e-commerce site
� Feed stores
� Feeds other channels
Item Synch with Partners
ETL
XML
Internal and external product info sources
ERP
PLM
Spreadsheets
Pricing
Inventory
XML
CSV
Other
XML
Web
Site
Mass Loader
� Supports many file types (XML, CSV, etc…)
� Bulk or incremental updates
ETL Utilities
� Map to WC schema
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Business Managers:
� Create Workspaces
� Assign & Track Activities
� Preview and Approve Changes
� Schedule Publishing
Managing Site ContentIncludes content, campaigns, promotions, etc....
Set date in future and preview changes
When changes ok...simply schedule ‘live’ date
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Web 2.0Client Centric Retailing
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� Dynamic and interactive shopping experience:�Accommodate differences in shoppers’ buying styles, selection criteria, personal motivations and approaches
�Bring the in-store store experience to online shopping
RIA Product FastFinder:� Interactive tool for researching large
number of items with similar features/attributes
� Allows customer to visually limit selection to desired products
� Provide product detail view while mouse over product thumbnail
� Compare products interactively� Drag n’ drop items to quick cart� RIA web analytics on micro activity
RIA Product Fast Finder
RIA Mix and Match
Web 2.0 Store Solution: RIA Product Fast Finder R
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A Natural Shopping Experience keeps customers on the path to
purchase
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Use RIA Shopping Cart to streamline the purchasing experience and keep customers on the Path to Purchase
�High performance processes for the way customers want to do business with you
–Streamline purchasing to reduce shopping cart abandonment
–Keep customers on the path to purchase with pervasive cart and compare
–High performance (utlizes local computing power)
RIA Shopping Cart–Rich interactive shop cart management and
checkout on a single page–No click-wait-reload during checkout–Drag and Drop add–Easy edit of shopping cart without going back to
the product pages–Personalized cross-sell and up-sell can be
purchased at any time during checkout process–Optional guest user registration after checkout is
completed
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WC Web 2.0 Store� A new WC AJAX based store to with rich interactive interface
� Leverage Dojo JavaScript Toolkit, an Open Source Ajax Engine
� Capabilities:
� 'Product Fast Finder'
� 'Single Page Checkout'
� Drag n' drop items to the shopping cart or wish list or product comparison
� Web 2.0 Store RIA Widgets
� Price Slider
� Product Quick View � Scrollable Pane for marketing content
� Store Accordion for global access of shopping cart, wish list, checkout
� Support IE 5.5+, FireFox 1.04+, Opera 8.5+, and Safari 2+
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RIA Product Fast Finder
Establish an interactive dialogue with your customers
�Active participation and community–Harness the power of Architectures of Participation and community
–Leverage new communication methods to interact with customers on their terms
�Customer feedback loops
¹JC Williams Group 2006;
Architecture of Participation
Retailer
Consumer Community
Engaged and Participatory Interactions
Real Economic Value
Collective Intelligence Peer Production
Feedback, User Reviews, etc
Conversations
Architecture of Participation
Retailer
Consumer Community
Engaged and Participatory Interactions
Real Economic Value
Collective Intelligence Peer Production
Feedback, User Reviews, etc
Conversations
A recent consumer survey ranked consumer content as the No. 1 aid to
a buying decision cited by 91% of survey respondents¹
Rev
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Inte
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Active Participation and Community
CommunitiesCreate, find, join, and work with communities who s hare a common business objective, area of expertise, etc
Communication: Wikis, Forums, Blogs, WefeedsWikis, Forums, Blogs may be leveraged to exchange pr oduct advice, create ‘knowledge banks ’ for web self service, and learn from the expertise and experience of others.
Utilize new communication mediums such as Webfeeds/ SMS.
Rankings and Reviews Harness the power of customer rankings and reviews, usage photos/videos, review SyndicateVoice for SEO, integrated analytics
ProfilesCreate public profiles and “ MySpace Lite ” pages to interact with “ a person like me ”
myFavorites (dogear)Save, organize, and share favorite products and lin ks
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Summary
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Summary of Gartner Magic Quadrant
IBM Continues as the Leader in e-Commerce in GG Quadrant
This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entire report. The report is available upon request from IBM
The Magic Quadrant is copyrighted 1Q2007 by Gartner, Inc. and is reused with permission. The Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartner's analysis of how certain vendors measure against criteria for that marketplace, as defined by Gartner. Gartner does not endorse any vendor, product or service depicted in the Magic Quadrant, and does not advise technology users to select only those vendors placed in the "Leaders" quadrant. The Magic Quadrant is intended solely as a research tool, and is not meant to be a specific guide to action. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
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Track Record :Retail� Argos/Homebase
� Sears/Kmart
� Williams Sonoma
� Staples
� REI
� LL Bean
� John Lewis Partnership
� Hallmark
� Halfords
� IKEA
� Comet
� Disney
� O2 Ireland
� Hermes
� Abercrombie & Fitch
� Things Remembered
� Scholastic
� Wimbledon
� Stockmann
� Borders
Life Sciences� Apria Healthcare
� Bausch & Lomb
� Bristol Meyers Squibb
� Cardinal Health
� CompassCare
� Empire Blue Cross and Blue Shield
� Florida Hospital MIS
� Glaxo Wellcome, Inc.
� Harvard Aparatus
� Henry Schein
� Hill-Rom
� Medco Montvale MQ
� Mayo Foundation
� Chinese Ministry of Health
� Rigshospitalet
� Roche Diagnostics
� Siemens Medical Solutions
� Source Medical
� SourceOne Healthcare Technologies
� Stryker Endoscopy
� Sutter Health
� Wright Health Group
Multi-channelIn-store/ kiosks/
click ’ncollect
� Argos
� Home Depot
� Ernsting ’s Family
� REI
� Major French retailer
� Linen ‘n Things
� ToysRUs (Canada)
� Museum of Modern Art
� Comet
Call centre� IBM
� Bellco Health (planned)
� Pentland (planned)
� Gamestation (planned)
� Ernsting ’s Family (planned)
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Why IBM......
� Best solution to meet your needs
– Consistent leader in B2C & B2B e-commerce
– Extensive functionality with multi-channel & unique micro-site approach
– Scalability & performance... Open architecture
� Ability to Execute
– Skills, depth and breadth to ensure your success
– History and strength is enterprise solutions
� Committed to e-commerce industry and our solution
– > $1 billion/yr invested in WebSphere brand
– WC is core to IBM’s multi-channel retailing solutions
– Commitment for sustained innovation .... strong vision
– We (ibm.com) live this business every day … >$26 billion
� Lowest risk, highest probability for success
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