The What, Why and How of Digital Transformation for ... · The What, The Why, The How of Digital Transformation for Distributors RBA is a Digital and Technology Consultancy with roots

The What, Why and How of Digital Transformation for Distributors

Featuring: Brian Strojny, Co-Founder, Insite

Eric Raarup, Director of Digital Experience and Marketing, RBA

Moderated by: Thomas P. Gale, President & CEO, Modern Distribution Management

April 30, 2015

Sponsored by:

• Introduction – Thomas P. Gale • Presentation – Brian Strojny & Eric Raarup • Q&A – All

Agenda

Speakers

Eric Raarup RBA

Thomas P. Gale Modern Distribution Management

Brian Strojny Insite

The What, The Why, The How of Digital Transformation for Distributors

Brian Strojny Co-Founder & EVP Insite Software

Eric Raarup Director of Digital Experience and Marketing RBA



Insite Software powers the Connected Commerce Suite for global manufacturers and distributors that brings together commerce, channels and content to drive better business outcomes. Headquarters: Minneapolis, MN Offices: Boston, Chicago, Denver Over $5 Billion transactions in 2014

About Insite Software


RBA is a Digital and Technology Consultancy with roots in strategy, design and technology. Our team of specialists help progressive companies deliver modern digital experiences backed by technology engineering. Headquarters: Minneapolis, MN Offices: Denver and Dallas Recognition: Consistently named a Best Place to Work; Microsoft Partner of the Year

About RBA


“Digital Transformation” Defined

“The ability for an organization to move offline content and manual processes to online experiences which increase efficiency and usability”


“Digital Transformation” = Personalized Content Experiences

+ Intuitive Commerce Experiences


Single Branded Online Experience

Corporate - Catalog – Commerce – Portals - Service


Who are the Leaders in B2B?


“Digital Transformation”

Examples


Problem / Opportunity • Wholesale distributor of electric parts and

components • Needed a customer response to Amazon Supply

and Grainger

Solution • B2B eCommerce site supporting 40 markets

including North America and Latin America • Mobile Technology leveraging the Insite responsive

page libraries • Full integration to SAP Results • 2 Sites launched in 6 months with over 300,000

product attributes • Successful launch and converting offline customers

to online customers

Case Study: Border States Electric


2006


Problem / Opportunity • Wholesale distributor of commercial door hardware • Realized that without eCommerce they were losing

potential sales

Solution • B2B eCommerce site supporting 700,000 product

attributes • Deployed simple-to-use site managing 5-level

pricing matrix, kit availability and warehouse selection

Results • User adoption increased significantly • Total online revenue and AOV increase • New customers added as a result of public search

“To make a website complex is simple. To make a website simple-to-use is complex. Insite was our partner in developing a simple, but robust site for our customers and they made the process as easy as possible.” Roy Crute, President, Akron Hardware

Case Study: Akron Hardware


2006


2006



The Why…


How Big is the Digital Opportunity?


Source: Forrester Research - May 2013 Global eBusiness And Channel Strategy Professional Online Survey

Forrester : Building a digital experience platform is a top priority

Corporate Investment in Digital Systems


Digital Impact on Stock Price


Making the Business Case for Digital

• Digital business benefits span multiple areas and boost bottom line – Increased sales / rev – Lower costs – Increased customer

acquisition, retention and satisfaction

– Mix varies

• Digital disruption will happen – Many firms have fallen

victim to others who have fully embraced digital (Blockbuster, etc.)

– Old ways won’t continue to work

– #Mobilegeddon

The ROI of Digital Business Transformation


Top Reasons Distributors Don’t “Transform”

1. Lack of C-Suite support 2. Channel conflict 3. Fear that digital is less “personal” 4. Lack of domain expertise 5. Lack of a good strategic plan


Your Digital Roadmap should Include…

Type of Site Common Functions

Corporate website Public corporate information

Online catalog Browse products – Attract new customers

Online store B2C New customers – Purchase products

Online store B2B Existing customers – Purchase products

Customer portal Existing customers – Order, check status

Sales rep portal Quote, order, check status, configure

Customer service portal Order management, place order, check status

Marketing portal Manage & distribute product content

Punchout portal Enable customers to export orders to us


Consolidation is Key Too many custom apps = Poor scalability & brand experience


Digital Transformation = Connected Users


eCommerce Platform Tier

Data Platform Tier

Dealer

ERP Salesforce

Enterprise eCommerce Platform

Corporate Site

Personas Specifiers Professional Dealers

Marketing & Content Tier

SharePoint Asset Mgmt Data Warehouse

Distributor Punchout User

Order Mgmt

Promo Mgmt Punchout Integration Quoting Product

Config Analytics

Sales Reps

Customer Service

B2B Commerce Sales Reps / Dealers / Distributors

Marketing Solutions

Web Content Mgmt Digital Marketing Personalization Email Marketing

PIM

Digital Transformation Solution Roadmap

B2C Commerce Direct / End Users

Buyers



The How…


Guiding Principles for a Digital Plan

It’s not about launching more sites… It’s about fewer sites that make life easier for all of your users. • Set goals for converting users & adding new users • Build a winning team – internal & external • No “silver bullet” • Create a road map • Partner with the best


Educating the team

Invest the time Different starting points | Takes longer than expected | Assumptions


Identify your organizational goals Use a Goal Working session to outline measureable objectives

Goal working session Leadership involvement | Alignment | Metric driven


Example of Objectives

Increase revenue by ##%

Increase partner channel sales by ##% by MOM

Increase dealer locator conversions by ##%


Digital Transformation = Connected Users


Identify your key user base Who will be the primary users and what is the desired experience?

Variety of Techniques Develop personas | Surveys | User Interviews


Why personas matter

• Personas allow us to step outside our own ideas and perceptions

• Help drive the vision and evolution of your digital experience

• Help make user focused decisions • Map user needs to objectives • Prioritize features based on user

need


Persona Examples

• Create behavioral profiles of users

• Identify key traits • Identify goals in their

digital journey • Identify things to

avoid


Aligning Strategy to Technology

• Assess technology environment • Understand the role of each piece • Create a plan with integration in mind • Continue to ask “What does the user want?”


Some Content about Content

• Content is a key component of the digital experience

• Content personalization is key to purchase

• Content can be personalized in multiple ways

• Content personalization maps back to user types and personas


When and how do you personalize?

Unknown Known Customer Advocate

Digital activity

History

Profile

Connections

Need Awareness Research

Onboarding Advice Training

Discover Experience Support

Feedback Support Advocate


When and how do you personalize?

Unknown Known Customer Advocate

Digital activity

History

Profile

Connections Search Referral Visit # Path

Device

Campaign Goals

Scoring Profiles

Outcome

Commerce CRM Social ERP Other

Automatic Basic Integration


Profiling to Align Content


Align patterns to personas



Now what?…


eCommerce Platform Tier

Data Platform Tier

Dealer

ERP Salesforce

Enterprise eCommerce Platform

Corporate Site

Personas Specifiers Professional Dealers

Marketing & Content Tier

SharePoint Asset Mgmt Data Warehouse

Distributor Punchout User

Order Mgmt

Promo Mgmt Punchout Integration Quoting Product

Config Analytics

Sales Reps

Customer Service

B2B Commerce Sales Reps / Dealers / Distributors

Marketing Solutions

Web Content Mgmt Digital Marketing Personalization Email Marketing

PIM

Digital Transformation Solution Road Map

B2C Commerce Direct / End Users

Buyers


In Summary Aligning business drivers, user needs and technology Strategic

road map User Needs

Business Drivers

Technology Alignment


Q/A

Questions & Answers


CONTACT US: Insitesoft.com

[email protected] rbaconsulting.com

[email protected]

Thank You!

http://www.insitesoft.com

mailto:[email protected]

http://www.insitesoft.com




Questions?

April 30, 2015

Sponsored by:

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The What, Why and How of Digital Transformation for ... · The What, The Why, The How of Digital Transformation for Distributors RBA is a Digital and Technology Consultancy with roots