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Presentación de Miguel Nobre, WW Sales para eCommerce en IBM, para la jornada Plataformas y soluciones eCommerce, celebrada el pasado día 15 de Junio de 2010
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© Copyright IBM Corporation 2010
WebSphere Commerce:apuesta de futuro para tu negocio on-line
Miguel Nobre dos ReisWW Sales para eCommerce
WebSphere Commerce
2 © 2010 IBM Corporation
IBM transforma la visión en realidad
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Net.Commerce V1.0
Net.Commerce V2.0Net.Commerce V3.2
WS Commerce V4.1
WS Commerce V5.1
WS Commerce V5.4
WS Commerce V5.5
WS Commerce V5.6
WS Commerce V5.6.1
Net.Commerce V3.1
WS Commerce V6
2007 2008
V6 FEP*Web 2.0
CoremetricsSOI
Business user tooling
Nov2009
WS Commerce V7Social CommerceDialog activities
More triggers /actionsBusiness user tooling
…y define el curso del eCommerce en los últimos 14 años
WebSphere Commerce
3 © 2010 IBM Corporation
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Net.Commerce V1.0
Net.Commerce V2.0Net.Commerce V3.2
WS Commerce V4.1
WS Commerce V5.1
WS Commerce V5.4
WS Commerce V5.5
WS Commerce V5.6
WS Commerce V5.6.1
Net.Commerce V3.1
WS Commerce V6
2007 2008
V6 FEP*Web 2.0
CoremetricsSOI
Business user tooling
Nov2009
WS Commerce V7Social CommerceDialog activities
More triggers /actionsBusiness user tooling• Proprietary architecture
• Dynamic pages via net.data• Catalog• Shopping cart• Shopper groups/registration• SET payments• Taxware integration• APIs
• Proprietary architecture• Dynamic pages via net.data• Catalog• Shopping cart• Shopper groups/registration• SET payments• Taxware integration• APIs
• Cross-Channel Order Mgmt• Flexible Pricing• RFQs• B2B workflow• Contracts• Comprehensive globalization• Collaborative content mgmt• Advanced order mgmt• Payment architecture• Tax, shipping, fulfillment
integration• Comprehensive integration
framework and tools• Web services
•100% Java and open stds•WAS and RAD•Catalogs•Search Optimization•Segmentation & Targeting •Promos, Discounts, Coupons•A/B Testing•e-mail Campaigns•Search & Guided Selling•Merchandizing Associations•Awards & Points•Gift Registry •Auctions•Sales Center
IBM transforma la visión en realidad
WebSphere Commerce
4 © 2010 IBM Corporation
Líder en el mercado
WebSphere Commerce
5 © 2010 IBM Corporation
Cambiando el modo como hacemos negocios, creamos y mantenemos relaciones y garantizamos el valor de la marca
Data
POS
Kiosk
WebB2B sites Tele, mobile
Customer procurement / systems
Fulfillment
Suppliers
RetailersDistributors
Resellers / DealersLegacy systems
Back-end
B2B / Partners
WebSphere Commerce
6 © 2010 IBM Corporation
Plataforma de interacción con el clienteInteracción con el cliente
Procesos de negocios configurables
Infraestructura
Tool para desarrollo
Interacción asistidaCatalogo & Textos
Comunidades
Contractos & Relaciones
Sites extendidos
Globalización & Localización
Merchandising Management depedidos
Widgets
Management de la relación con partners
Marketing de precisión
Search andShopping Engine
Tool usuario interno LOB
Personalización
Fundación
Extendida
IBMintegra
POS
SMS
Experiencia extendida de la marca usando Remote Widgets
IBMya le da
Management de lainteracción
Directa
Web
Móvil
Quioscos
Call Center
WebSphere Commerce
7 © 2010 IBM Corporation
Cambiando el modo como hacemos negocios, creamos y mantenemos relaciones y garantizamos el valor de la marca
Data
POS
Kiosk
Web
B2B sites Tele, mobileCustomer procurement /
systems
Fulfillment
Suppliers
Retailers
Distributors
Resellers / DealersLegacy systems
Back-end
B2B / Partners
WebSphere Commerce
8 © 2010 IBM Corporation
Marketing de precisión - terminología
WebSphere Commerce
9 © 2010 IBM Corporation
Marketing de precisión – áreas controladas para actividades en la Web
WebSphere Commerce
10 © 2010 IBM Corporation
Marketing de precisión – eventos controlados para actividades en la Web
WebSphere Commerce
11 © 2010 IBM Corporation
Marketing de precisión – acciones para actividades en la Web
© Copyright IBM Corporation 2010
Preguntas?
WebSphere Commerce
13 © 2010 IBM Corporation
Extended Brand ExperienceExtend the experience beyond retailers website by embedding widgets in 3rd party Internet properties and by supporting feeds
Search and Comparison
Shopping Engine Optimization
Affiliate Sites Aggregators /Portals
Social Sites/ Communities
Widgets (Internet,
Desktop, Mobile)
Viral Marketing
Brand 2 Brand 3Brand 1 Brand 4
WebSphere Commerce
14 © 2010 IBM Corporation
Extend and Manage Brand Experience
Deals
Coupons
Access my lists
My Community
Search
Personalized Widgets
Smartphone Apps & Widgets
Social Network widgets & apps Affiliate Marketing Widgets
Affiliate Partner 1 Retail
Partner
B2B Solutions Partner
Man
age
Bra
nd E
xper
ienc
e
Reseller 1
Exte
nd B
rand
Exp
erie
nce
WebSphere Commerce
15 © 2010 IBM Corporation
Enable retailers to extend brand experience to third-party Web sites, including social networking sites for marketing and promotions
– Allow shoppers to share their "favorites" list and gift registry– Allow retailers to offer and centrally manage marketing and
promotions outside of retailer's own site
• Manage the brand experience on third-party Web sites through IBM Management Center
• Synchronize Web promotions on retailer Web sites with third-party Web sites
• Enable shoppers to subscribe to marketing and promotion content feeds
• Allow shoppers to share their wish list and gift registry with their friends and family on social networking sites
Key Features
Benefits
Provide a new channel to promote brand and
products
Leverage social networks to improve consumer reach and drive traffic to the retailer's own Web site
Control brand experience centrally and easily
Help increase customer satisfaction and loyalty
Remote Widgets
WebSphere Commerce
16 © 2010 IBM Corporation
Remote Widgets: Shopper-driven Scenarios
My Wish List widget/My favorites widget: Enables shoppers to share their favorite products or recommended products on social networking sites or personal sites such as blogs
Gift Registry widget: Enables shoppers to post their gift registries on their favorite social networking sites
Promotion & Brand widget/feed: Enables shoppers to get branded retailer messages, Show the hottest deal (Deal of the day), etc via widget or feed
WebSphere Commerce
17 © 2010 IBM Corporation
Remote Widgets: Retailer-driven Scenarios
Promotions & Brand Widget: Connect WebSphere Commerce eSpots to retailer owned social networking sites, affiliate and partner sites.
Centrally manage and control all remote eSpots from the Management Center, WC business user tool
Partner Sites
Content Sites
Affiliate Sites
Social Networks
….
3rd Party SitesManagement Center
Local eSpot
Remote eSpot
Retailer Site
WebSphere Commerce
18 © 2010 IBM Corporation
Digital Coupons Promotion and Redemption 1B. Coupon Promotion /
eSpot issues coupon1A. Precision marketing triggers issue of coupon
3. Redeem Coupon at Checkout (web or mobile) 2. Coupon Wallet in Web & Mobile Store
WebSphere Commerce
19 © 2010 IBM Corporation
Brazil Starter Store
Promotions based on payment method
Installment-based payment
Boleto Bancário/ bank billet
Variety of payment choices
Brazil starter store delivers localized shopping experience and payment options
Starter StoreLocalized look and feelSupport for Brazilian user data (CPF, CEP, CNPJ)
PromotionsPromotions based on payment method, number of installments, shipping method, credit card brand*Featured promotions for individual itemsAbility to exclude selected manufacturers from promotion
PaymentsModify price based on payment methodInstallment payments*Boleto paymentInternet banking (punch-out payment)
*New feature in Madisons and Elite Starter stores
WebSphere Commerce
20 © 2010 IBM Corporation
Delivering dynamic, personalized shopping experience using WebSphere Commerce Extended Sites“Extended Sites functionality remains a key strength. IBM provides the ability to
create online storefronts with unique business rules and marketing campaigns but shared central management and data” – Forrester 2006
SegmentBrand
SegmentBrand
BrandSegment
CountryCountry
Country
WebSphere Commerce
Customer Interaction Platform
Extended Sites: Multiple storefronts on single
instanceExtended Sites offer powerful capability to rapidly (without IT involvement, functionality/integration with 3rd party just needs to be checked, code change, server stop/start) deploy multiple storefronts on a “single” instance for
Multiple market segments
Multiple brands
Multiple regions/countries
Deliver highly targeted and consistent brand experience sharing assets like catalog and business logic across sites
Reduce cost by centralizing operations and leveraging tools to customize shopping experience
WebSphere Commerce
21 © 2010 IBM Corporation
Extended Site: Technology Enabling Business Models
Customer Interaction PlatformERP
Legacy, Inventory
PLM
WC Asset StoreNon customer facing ‘store’, but
contains “Reusable Assets”
• Artifacts (e.g. catalog)
• Business Logic (e.g. processes)
• Store Models
Catalog
N + 1 … N + 2 … N + 3 …
Biz Mgmt Biz Mgmt Biz MgmtExtended Sites• Storefront
• Business Logic
• Data
• Collective or individual Mgmt
Store 2 Store NStore 1
WebSphere Commerce
22 © 2010 IBM Corporation
Cross-Channel Optimization: Mobile CommerceiPhone App (also for
Symbian and MS-Mobile devices)– Native iPhone user
experience and UI layout– Leverage HTML5 capabilities– Device feature integration
and exploitation– Mobile coupon wallet
WebSphere Commerce
23 © 2010 IBM Corporation
IBM Mobile Store Solution: Browsing
Browse Catalog Product Detail Ratings & Reviews Compare Products
WebSphere Commerce
24 © 2010 IBM Corporation
IBM Mobile Store Solution: Transacting
View Order Confirmation
Select Pickup Store & CheckoutSearch Products Add to Cart
WebSphere Commerce
25 © 2010 IBM Corporation
iPhone Application - Home
Rotational Marketing eSpots for promotional products
Scrolling feature products. Users tap the product image to view details
‘More’ to access additional functions(Search, Compare, My Account, …)Users tap to view products
by category
Tap bar to access common functions(Home, Store Locator, Wish List, Shop Cart)
WebSphere Commerce
26 © 2010 IBM Corporation
iPhone Application - Products
Users flick left or right to see previous or next products Page indicator at the bottom to guide the users
Tap to see product details with large
image
Navigational bar
Search field to find products directly
Product list page with product summary information
WebSphere Commerce
27 © 2010 IBM Corporation
iPhone Application – Buy on Mobile Pickup In- Store
Pre-fill billing/shipping address from iPhone address book during checkout
Buy on mobile device & pick up in store Store Location Map
imbedded in applicationfor ease of navigation
Promotion code received via SMS or email
Tap on Store Locatorto find the nearby stores
based on current GPS location