THE SHIFTING LANDSCAPE
OF B2B COMMERCE
OMNICHANNEL B2B
INCREASED
SCALE &
COMPLEXITY

NEW
MARKET
PRESSURE
S

CONSUME
R-IZAT...
WHAT THE CONVERGENCE OF DIGITAL AND
PHYSICAL COMMERCE LOOKS LIKE FOR US

web

mobile

marketplace

digital goods

Internet...
THE FUTURE REQUIRES
SIMPLIFYING COMPLEXITY OF
DATA & PROCESSES TO
ENABLE GREAT CUSTOMER
EXPERIENCES AND ENHANCE
PRODUCT AF...
Single View
of Orders

Single View
of Stock
Single View
of Customers

ERP
WMS
CRM

Single Source of
Truth

Single View
of ...
WE KNOW CUSTOMER
EXPECTATIONS
relevant, consistent, contextual
BUT WHAT WILL THE
FUTURE FOR COMMERCE
REALLY LOOK LIKE?
WHEN IT ALREADY ADDRESSES
EVERY TOUCHPOINT. EVERY
CHANNEL. GLOBAL....
Column A

Column B

Column C

Seamless

Channel

Solution

Unified

Shopping

Experience

Integrated

Customer

Engagement...
CREATE ONE EXPERIENCE

Enable brand consistency
in terms of the context of
underlying
assortments, offers, prom
otions con...
VALUE OF PROCESSES TO YOUR COMPANY„S
OMNI-CHANNEL STRATEGY High Points for Value

Source: RSR Research, June 2013
B2B

Buy
NOW!
B2C

10%

3%

Base: 101 B2B eCommerce professionals; 55 online retailers
Source: Q4 2013 Global B2B eCommerc...
GLOBAL SMARTPHONE OWNERSHIP NOW EXCEEDS 20 % AND IS STILL
RAPIDLY GROWING. THIS HAS GONE FROM 0% IN 2007!

YET 50% OF B2B ...
B2B CUSTOMERS AND MOBILE

Research

62%

Buy

52%

Research

54%

Buy

52%

Forrester Research commissioned study for hybr...
OMNICOMMERCETM MATURITY MODEL
THE LEGACY OF CHANNELS
HAS FRUSTRATED
CUSTOMERS.
Column A

Column B

Column C

Seamless

Channel

Solution

Unified

Shopping

Experience

Integrated

Customer

Engagement...
“We expect to stop
publishing our print
catalog within the next
…”
1 year

14%

1-2 years
3-5 years
Never

69%

33%

22%
3...
OMNICOMMERCETM MATURITY MODEL
OMNICOMMERCETM MATURITY MODEL
SERVICES:
Service Offers and Simply Service
Why Services?
• Enhance connection to customers during and after the product p...
LIFECYCLE:
The Full Demand Chain

B2C vs. B2B > B2B2C
$252B vs. $559B > FUTURE
LOCALIZED:
REAL-TIME, 1:1 LOGISTICS
9
42

WAREHOUSE 1
3

3

NEW
BIG CITY

WAREHOUSE 2
4

LOCAL
DEALER

2

18
1
4

MAJOR OU...
EXTEND GLOBALLY

Nearly two-thirds of B2B
eCommerce professionals said
that LESS than 10% of their
online revenue came fro...
hybris Architecture Overview

OCC API
Experience Management: Personalization, Content Management

Order Management: Orches...
Which is reflected in how we talk about the platform
both in an agnostic and an SAP context today.

WEB CALL CENTER CONSOL...
YOUR CUSTOMER.
AT HOME. ON THE STREET. ENGAGED ON YOUR
WEB, BRANCH, OR STORE SITE. ALWAYS ON.

YOUR PLATFORM.
ON YOUR PREM...
HYBRIS IS THE
FUTURE OF
™ TODAY.
COMMERCE.
rick.chavie@hybris.com
Order Management
Services

B2C Commerce
Accelerator

B2C Commerce
Accelerator for China

B2B Commerce
Accelerator

Commerc...
Beyond B2B Consumerization: How Instant Commerce™ in B2B Changes the Future of Commerce
Beyond B2B Consumerization: How Instant Commerce™ in B2B Changes the Future of Commerce
Beyond B2B Consumerization: How Instant Commerce™ in B2B Changes the Future of Commerce
Beyond B2B Consumerization: How Instant Commerce™ in B2B Changes the Future of Commerce
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Beyond B2B Consumerization: How Instant Commerce™ in B2B Changes the Future of Commerce

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So what’s the next big thing in B2B e-commerce? Participate in this session to learn how B2B e-commerce is going beyond consumerization to instant commerce. We will examine: what factors will lead to B2B sector consolidation; who benefits when demand chains meet supply chains; what is driving the new Era of Instant Commerce™; and which new business models will profit from this new era.

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  • [introduction]
  • The valueof across-channelstrategyisclear but a lotoforganizationsare still askingthemselves: „Howcan I get a singleviewofthecustomer?“BUT theyshouldratheraskthemselves: „Howcanmycustomersget a singleviewofmybrandregardlessofthechannelstheyareusing?““Retailers say they want single view of customer; that’s the inside out approach. You have to think of the customer having single view of a brand, or of a retailer. That’s today, and that’s what’s different.”You have to make it easy for consumer’s to interact with your brand! Consistent Experience:- Consistent answers/information no matter on which channel or touchpointthe interaction takes place (sounds simple, but not the case today: different avalibilities, different pricing, different stock locations, different product specifications -> customers are confused and are not buying)Ability to continue a dialog/communication when switching channels (brands should know how their customers interacted with them on different channels, i.e. when a customer walks into a store, the store clerk should have the information of past online browsing history and help the customer to finish the buying process)- Equal treatment on all channels (today: too much focus on digital channels, but physical stores are not connected -> customers want to get treated the same way on all channels) Organizations need to:- Enable brand consistency in terms of the context of underlying assortments, offers, promtions content, across all customer touchpoints- Provide a real-time system of reference that enables single views of product, pricing and promotions, inventory, orders and customers- Incorporate mobile- Platform that is built on an open foundation and easly integrates legacy systems as well as emerging touchpoints and experience-focused technologies
  • Transcript of "Beyond B2B Consumerization: How Instant Commerce™ in B2B Changes the Future of Commerce"

    1. 1. AribaLIVE! INSTANT COMMERCE: BUY ANYWHERE, AT ANYTIME, WITH ANY DEVICE RICK CHAVIE DRAFT 26 JANUARY, 2014
    2. 2. THE SHIFTING LANDSCAPE OF B2B COMMERCE OMNICHANNEL B2B INCREASED SCALE & COMPLEXITY NEW MARKET PRESSURE S CONSUME R-IZATION OF B2B NEW BUSINES S MODELS B2C BEST CHANGING PRACTICE BUYER BEHAVIORS DIGITALLY S IN B2B TIGHTER ENABLED PARTNER SALES INTEGRAPROCESSE TION MATURING S ECOMMERC E OPERATIONS RISING GLOBALMOBILITY INNOVATION IZATION GAP COSTS OF INTERNET CHALLENGES W/ OF EXISTING THINGS TECHNOLOGY CHANGING WORKFORCE & BYOD BUSINESS DIVERSIFICATION & ACQUISITIONS
    3. 3. WHAT THE CONVERGENCE OF DIGITAL AND PHYSICAL COMMERCE LOOKS LIKE FOR US web mobile marketplace digital goods Internet of things content etc. POS HANA Trading partners & suppliers BUT WHAT ABOUT THE FUTURE?
    4. 4. THE FUTURE REQUIRES SIMPLIFYING COMPLEXITY OF DATA & PROCESSES TO ENABLE GREAT CUSTOMER EXPERIENCES AND ENHANCE PRODUCT AFFINITIES BY LEVERAGING FUTURE STATE TECHNOLOGY PLATFORMS.
    5. 5. Single View of Orders Single View of Stock Single View of Customers ERP WMS CRM Single Source of Truth Single View of Product Store Systems
    6. 6. WE KNOW CUSTOMER EXPECTATIONS relevant, consistent, contextual
    7. 7. BUT WHAT WILL THE FUTURE FOR COMMERCE REALLY LOOK LIKE? WHEN IT ALREADY ADDRESSES EVERY TOUCHPOINT. EVERY CHANNEL. GLOBAL. FLEXIBLE.
    8. 8. Column A Column B Column C Seamless Channel Solution Unified Shopping Experience Integrated Customer Engagement Optimized Social Interaction Converged Mobile Platform
    9. 9. CREATE ONE EXPERIENCE Enable brand consistency in terms of the context of underlying assortments, offers, prom otions content, across all customer touchpoints. Provide a real-time Incorporate mobile. system of reference that enables single views of product, pricing and promotions, inventory, or ders and customers. Platform that is built on an open foundation and easily integrates legacy systems as well as emerging touchpoints and experience-focused technologies.
    10. 10. VALUE OF PROCESSES TO YOUR COMPANY„S OMNI-CHANNEL STRATEGY High Points for Value Source: RSR Research, June 2013
    11. 11. B2B Buy NOW! B2C 10% 3% Base: 101 B2B eCommerce professionals; 55 online retailers Source: Q4 2013 Global B2B eCommerce Online Survey done in partnership with Internet Retailer; State of Retailing Online, 2013
    12. 12. GLOBAL SMARTPHONE OWNERSHIP NOW EXCEEDS 20 % AND IS STILL RAPIDLY GROWING. THIS HAS GONE FROM 0% IN 2007! YET 50% OF B2B COMPANIES DO NOT HAVE A MOBILE STRATEGY! Sources: Brand Anywhere & Luth Research Inc.; Q4 2013 Global B2B eCommerce Online Survey done by Forrester and Internet Retailer; 152 B2B eCommerce professionals
    13. 13. B2B CUSTOMERS AND MOBILE Research 62% Buy 52% Research 54% Buy 52% Forrester Research commissioned study for hybris. Base: 353 online B2B companies around the world
    14. 14. OMNICOMMERCETM MATURITY MODEL
    15. 15. THE LEGACY OF CHANNELS HAS FRUSTRATED CUSTOMERS.
    16. 16. Column A Column B Column C Seamless Channel Solution Unified Shopping Experience Integrated Customer Engagement Optimized Social Interaction Converged Mobile Platform
    17. 17. “We expect to stop publishing our print catalog within the next …” 1 year 14% 1-2 years 3-5 years Never 69% 33% 22% 31% Forrester Research commissioned study for hybris. Base: 225 online B2B companies around the world
    18. 18. OMNICOMMERCETM MATURITY MODEL
    19. 19. OMNICOMMERCETM MATURITY MODEL
    20. 20. SERVICES: Service Offers and Simply Service Why Services? • Enhance connection to customers during and after the product purchase • Simplify configuring, pricing, and quoting products/service bundles • Extend the brand relationship to make it hard for competitors to replicate • IT’S A BIG MARKET! Source: U.S Bureau of Economic Analysis, 2011 $7.0 MIO $3.6 TRILLION (Products) (Services)
    21. 21. LIFECYCLE: The Full Demand Chain B2C vs. B2B > B2B2C $252B vs. $559B > FUTURE
    22. 22. LOCALIZED: REAL-TIME, 1:1 LOGISTICS 9 42 WAREHOUSE 1 3 3 NEW BIG CITY WAREHOUSE 2 4 LOCAL DEALER 2 18 1 4 MAJOR OUTLET 2 3 DISTRIBUTION CENTER
    23. 23. EXTEND GLOBALLY Nearly two-thirds of B2B eCommerce professionals said that LESS than 10% of their online revenue came from outside their home market Base: 93 B2B eCommerce professionals Source: Q4 2013 Global B2B eCommerce Online Survey done in partnership with Internet Retailer © 2013 Forrester Research, Inc.
    24. 24. hybris Architecture Overview OCC API Experience Management: Personalization, Content Management Order Management: Orchestration, Flow, Inventory, Fulfillment OCC API Commerce Management: Cart, Promotion, Merchandizing MDM for Commerce: Product, Supplier, Customer, Digital Assets OCC API Platform Framework (Scalability, Performance, Security, Integration, Agility) Integration Services
    25. 25. Which is reflected in how we talk about the platform both in an agnostic and an SAP context today. WEB CALL CENTER CONSOLE TV POS OMNI-CHANNEL LOGIC SOCIAL MOBILE PRINT ORDER MANAGEMENT MASTER DATA PLATFORM EXPERIENCE MANAGEMENT BACK END ERP WMS IS/RETAIL CRM SAP MDM / HANA SUPPLIERS
    26. 26. YOUR CUSTOMER. AT HOME. ON THE STREET. ENGAGED ON YOUR WEB, BRANCH, OR STORE SITE. ALWAYS ON. YOUR PLATFORM. ON YOUR PREMISE. IN THE CLOUD YOURS, OURS OR PUBLIC. ALWAYS ON.
    27. 27. HYBRIS IS THE FUTURE OF ™ TODAY. COMMERCE. rick.chavie@hybris.com
    28. 28. Order Management Services B2C Commerce Accelerator B2C Commerce Accelerator for China B2B Commerce Accelerator Commerce Search Omni Commerce Connect Enhanced Subscription Functionality Mobile App SDK Subscription Billing Gateway Next Generation Cockpit Framework Support for SAP Hana DB

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