Cross channel e-Commerce

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We gaan in op de toekomst en mogelijkheden van cross channel retail. Karel maakt een vertaling van ruim 20 jaar opgedane praktijkervaring naar toekomstgericht denken en de mogelijkheden benutten van cross channel retail.

Welke organisatorische veranderingen komen hierbij kijken? Hoe integreer je dit in bedrijfsprocessen en hoe implementeer je dit? Standaardmodules bieden de oplossing. Tijdens deze sessie krijg je tips over hoe je cross channel klantgericht kunt implementeren. Ook krijg je inzicht in hoe je dit intern kunt oppakken en hoe het positief bijdraagt aan de service.

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Cross channel e-Commerce

  1. 1. Kennissessie:Cross Channel Integratie!Tips, Tricks en PraktijkcaseKarel van der WoudeManaging Partner ISM eCompanyAndré van RijnManaging Director Diract IT23 januari 2013
  2. 2. Full service e-commerce bureauISM eCompany ♥ e-commerce200 e-commerce professionals20 jaar e-commerce ervaring
  3. 3. Webshop advies
  4. 4. Webshop design
  5. 5. Webshop realisatie
  6. 6. Webshop marketing
  7. 7. Cross Channel integratie
  8. 8. In 2012 stonden we hier ook !
  9. 9. In 2013 vele stappen verder:
  10. 10. Cross Channel integratie“ ISM en Diract leveren door bundeling van wederzijdse expertiseeen geïntegreerde cross-channel oplossing waarbij de e-Commercefront-end expertise door ISM wordt geleverd en waarbinnen Diractvoorziet in de expertise op gebied van integratie met relevantebackend systemen “
  11. 11. Cross Channel integratieIntegratie Platform e-CommerceConcentrator E-marketingPIM Design & Front-endBack-end Hosting & Support
  12. 12. Reference case BAS Group Reference case BAS GroupReference Case BAS Group From retailer to multi channel specialist
  13. 13. BAS Group history • Founded 1996, MyCom Shops, BAS Distribution • Current: MyCom NL/BE, Vobis, BAS Distributie, Dixons, Dynabyte, HSF & more • 1350 employees, 250 shops, 2500 B2B Customers, 17 active webshops • 10000+ Orders per day • 6000+ items on stock in DC • 300000+ items in assortmentBAS Group history I
  14. 14. BAS Group history • Until 2006 strong growth • 1997 first webshop • Focus on stores & fysical distribution • 1 retail & 1 wholesale webshop, separate systems, no-focus, no growth • Growth in IT systems, ERP, POS, PIM, EDI, WMS, BI & many tailor-made apps • Inefficiënt proces, much manual workBAS Group history II
  15. 15. The challenges • Shrinking turnover and margin’s, growing volumes • Growing competition, especially on-line • Limitations in IT infrastructure • In efficient logistics • physial limitations to # items • Need to manage all channels in one system • … at lower costs Stock Third party informationThe challenges Content Order information Item data
  16. 16. The Turn around • 2009, strategic choice for multi channel specialistERP not suited for content management • Re-organisation, focus on high performance IT systems • Spring 2009 implementation new WMS • Fall 2009 start of implementation Concentrator • Introduction MyCom 2.0 shop formula 101010101010 EDI processing Content What we need is a ………….?
  17. 17. History e-commerce & Content ManagementHistory e-commerce & Content Management • On-line shop since1997, first shopping basket • Until 2005 “extra” shop • Since 2006 importance of content • 2007 / 2008 investments in website, marketing, # FTE, structure  minimal effect • 2009 reorganisation, start Focus on Content & Logistics, Multi Channel strategy • 2009 pick-up orders in stores • 2009 / 2010 Implementation WMS & Concentrator • 2010 / 2011 Explosive on-line turnover growth, start long-tail, multiple front-end labels, brand-stores, etc. • 2011 acquisition Dexcom
  18. 18. BAS growth • In 2011 acquired Dexcom (Dixons, Dynabyte, Harmony FS) • 6 weeks to integrate over 250 shops and a logistics operations •From doing hard time to success Replacement of SAP ERP by JD Edwards • Integration of POS system and multiple webshops • Integrations of multiple webshops / channels • Further investments in new releases in 2013
  19. 19. Current IT structureConcentrator management tool overview Other Stores / POS Webshops Portal Webservices Publication Management Order Web to Print Advanced Management Dashboarding Campaign Management Product Information Management EDI Management CRM WorkflowManagement Webservices Vendors Other Content ERP
  20. 20. Result of Introduction ConcentratorOmzetontwikkeling MyCom.NL
  21. 21. Result of Multichannel strategyOmzet ontwikkeling MyCom SHops
  22. 22. Result of quality content at right place & timeConversie % MyCom.NL Q1 10 Q3 10 Q1 11 Q3 11 Q1 12
  23. 23. Introducing Multi Channel @ Dixons @ Dixons Introducing Multi Channel
  24. 24. Adjusting stores to webshopAdjusting stores to webshop
  25. 25. Verder van gedachte wisselen over cross-channel integratie?Bezoek ons op stand S03!
  26. 26. Uw visitekaartje:Ontvang exclusief de presentatie per email! Bedankt voor uw aandacht! Vragen? www.ism.nl /ismecompany /ismecompany @ismecompany

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