An Enterprise Guide to Lowering TCO for Multi-Store Environments
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For more ecommerce webinars visit us at http://www.elasticpath.com/webinars/archive As enterprise ecosystems become more complex, their ecommerce is also maturing from single sites to multitenant environments. Enterprises find themselves running multiple online stores for different brands, geographical locations, sales channels, and so on. In this one-hour webinar, Elastic Path CTO Michael Vax will discuss how enterprises can leverage their ecommerce platform to minimize TCO and achieve greater efficiencies in a multi-store environment. Featuring: Elastic Path CTO Michael Vax
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An Enterprise Guide to Lowering TCO for Multi-Store Environments
- 1. An enterprise guide to lowering TCO for multi-store environments Presented by Michael Vax, CTO, Elastic Path You may listen to audio using your computer’s microphone and speakers (VoIP) or dial in below: United Kingdom: +44 (0) 203 318 4024 United States: +1 323 417 4600 Access Code: 351-976-673 Elastic Path™
- 2. Introducing Elastic Path Software • Provides an enterprise ecommerce platform • For the easiest and most cost-effective way to deliver custom ecommerce solutions • Over 200 clients rely on Elastic Path • #1 ecommerce blog www.getelastic.com • For more on-demand ecommerce resources: www.elasticpath.com/resources Elastic Path™
- 3. Using Multiple Online Stores Companies are increasingly extending their ecommerce reach to new markets and opportunities through the addition of multiple stores Expand into new geographies Multichannel online exposure B2B B2C C2C C2B Niche stores Comprehensive brand exposure Elastic Path™
- 4. What Defines an Online Store • Look and feel • Types of products sold • Marketing and merchandising approaches • Type of shoppers • Ecommerce platform • IT deployment infrastructure Elastic Path™
- 5. Online Store Components Online Store Store UI Look and Feel Marketing Merchandizing How to sell Prices Catalog What to sell Inventory Customers Market Fulfillment Store Operations Deployment Elastic Path™
- 6. Multiple Stores – the Wrong Way Online Store 1 Online Store 2 Store UI Store UI Look and Feel The wrong way to Marketing Marketing create multiple stores Merchandizing Merchandizing How to sell is to create two exact duplicates. Prices Prices Catalog Catalog What to sell Inventory Inventory Customers Customers Market Fulfillment Fulfillment Store operations Deployment Deployment Elastic Path™
- 7. Multiple Stores – a Better Way Online Store 1 Online Store 2 A better way is to Store UI Look and Feel leverage as many of Marketing the same elements Merchandizing How to sell as possible. Prices Catalog What to sell Inventory Customers Target market Fulfillment Store operations Deployment Elastic Path™
- 8. Example - Stores Based on Different Geographical Locations Elastic Path™
- 9. Implementing Stores with Different Geographic Locations Vancouver 2010 Vancouver 2010 US Store UI Store UI Store UI Marketing Marketing Marketing Merchandizing Merchandizing Merchandizing Prices Prices Catalog Catalog Catalog Inventory Customers Fulfillment Fulfillment Deployment Customizations Elastic Path™
- 10. Example - Stores with Different UI Elastic Path™
- 11. Implementing Stores with Different Geographic Locations France UK Japan Store UI Store UI Marketing Marketing Merchandizing Prices Prices Prices Catalog Inventory Customers Fulfillment Fulfillment Deployment Customizations Elastic Path™
- 12. Multiple Brands and Multiple Stores Elastic Path™
- 13. Multiple Brand and Multiple Store Implementation Brand 1 -France Brand 1 - UK Brand 2 - France Brand 2 - UK Store UI Store UI Marketing Marketing Merchandizing Merchandizing Prices Prices Prices Prices Catalog Catalog Inventory Inventory Customers Fulfillment Deployment Customizations Elastic Path™
- 14. Supporting Multiple Channels Elastic Path™
- 15. Supporting Multiple Channels Elastic Path™
- 16. Supporting Multiple Channels SMB Government Consumers Store UI Marketing Marketing Merchandizing Merchandizing Prices Prices Prices Catalog Inventory Customers Customers Customers Fulfillment Deployment Customizations Elastic Path™
- 17. Taking into Account an Organizational Structure Online Store Enterprise Store UI Marketing Merchandizing Retail Wholesale Business Unit Business Unit Prices Catalog Resellers Direct North Inventory Europe America Customers Fulfillment Germany France UK France UK Deployment Elastic Path™
- 18. Integration with Enterprise IT Systems Online Store 1 Online Store 2 Portal Store UI Marketing Content Merchandizing Management System Prices Catalog ERP Inventory Customers CRM Fulfillment Deployment IT Infrastructure Elastic Path™
- 19. Multitenant vs. Multistore • Multistore – In multistore environment a single organization operates multiple stores. • Multitenant – In multitenant environment a single installation of an ecommerce platform is used by multiple organizations that operate multiple stores. – In multitenant environment one tenant should not have access to other tenant’s data- catalog, prices, inventory, etc. Elastic Path™
- 20. Enterprise Ecommerce Eco-system Enterprise companies want to become ecommerce hubs in Partners their Industry. Resellers Vendors Enterprise Large Distributors Customers Elastic Path™
- 21. Example – Time Inc. MAGHOUND Elastic Path™
- 22. Example of Telco’s Echo-system Wireless Pay as You Go Consumers Reseller Wireless Outlet Resellers Businesses Telco B2B Reseller Wireless Wave Small Flowers Store Large &Medium Customers Businesses Government Agency Cool Large Accessories Corporation A&B Book Store Elastic Path™
- 23. Modeling Telco’s Echo-system Customizations A&B Book Reseller Government Wireless Pay as You Go B2B Store Wireless Outlet Agency Store UI Store UI Store UI Store UI Marketing Marketing Marketing Marketing Marketing Merchandizing Merchandizing Merchandizing Merchandizing Prices Prices Prices Prices Prices Prices Catalog Catalog Inventory Inventory Customers Customers Customers Customers Customers Fulfillment Fulfillment Deployment Elastic Path™
- 24. Main takeaways Standardize on a single ecommerce platform Take a high level view at all enterprise ecommerce initiatives to understand commonalities and differences To minimize TCO, share and reuse as much data, processes, and infrastructure as possible While maintaining common data allow customizations on the store level Take into account organizational structure and relations with 3rd parties Elastic Path™
- 25. Q&A www.elasticpath.com/resources Elastic Path™
Editor's Notes
- Change to pictures
- On a high-level from eCommerce perspective the following components make an online store Talk is some details about eachUIMarketing – promotions, personalization, SEO, banners, salesMerchandizing – product association, bundlesPrices – tier pricing, multiple price lists Catalog – product attributes, images, video, Inventory – and rules on product availability Customer – registered customer, customer profile, customer support Fulfillment - Order & Shipment management Deployment – eCommerce platform, Infrastructure, integration with other IT systems
- Many enterprises have multiple completely isolated ecommerce properties due to historical reasonsIt is inefficient and does not scaleAs number of stores that enterprise operates grows TCO will depend on easy and fast company can bring a new store online
- In ideal situation you want to share between multiple ecommerce initiatives as many components as possibleIt is not always possible of course in all multistore environments but remains the end goalLet’s look at different multistore environments and see how we can model them
- 2010 Olympic store operated by EP has two stores: US and CanadianShare the same UI with slight differencesFlagLink to another storeCanadian store supports also French, Make sure that your ecommerce platform does not force you to create a new store for each additional languageThere are some differences in Catalog. Some goods for example cannot be sold in CanadaStore marketing Fulfillment
- Explain each customization with examples UI – image for flag Marketing – some promotions are different, featured products Merchandizing – cross sell, upsell Catalog – some products or categories can only be available in one store
- English and French have very similar uiJapanese is of course very different
- Let’s complicate our scenario slightly and see what
- Explain where brands are differentMultiple stores for the same brand are differ only slightly and can share data
- Government’s site UI is a slight modification of Business
- UI – More customization for Consumers while still sharing some commonalities
- Organizational structure of your enterprise will affect the way you structure your ecommerce implementationsPeople on different levels of organizational structure have their areas of operational responsibilities and accountability for business resultsWalk through all online store components and sample org structure to show what can be sharedUI may have brand components as well as BU specific componentsMarketing campaign can be run on Enterprise level or Business unit level or store levelPrices can be defined on multiple levelsDifferent change approval process
- Integrations are expensive-reuse them
- We see enterprises moving with their eCommerce initiative outside of organizational borders.So before we talk about it let’s introduce some definitionsSo far we discussed case when multiple stores are operated by a single organizationHowever, in some cases in enterprise environment there may be multiple organizations using the same ecommerce platformSaaS vendors come to a mind when we talk about multitenant solutionsThere is a new trend in ecommerce however that brings multitenant requirements in a realm of enterprise
- There is a new trend in eCommerceUse Time Inc as an example
- Walk through examples for each type