B2B Ecommerce through Magento and how integration will help


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It has been a great year for B2B E-commerce and it is important to keep an eye on the digital and technology trends to embrace the success you want for your business.

The purpose of this webinar was to bring forward the amazing B2B capabilities of Magento and how integration with back-office systems / ERP will help your business become more efficient.

We covered:

· B2B Digital Commerce Trends
· Assessing your needs / How to create a MoSCoW list
· InSync Magento / SAP Business Connector
· Featured Case Study

For more such webinars, please keep an eye on:

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B2B Ecommerce through Magento and how integration will help

  1. 1. Why B2B is the new B2C B2B Commerce with SAP & Magento
  2. 2. Today’s Presenters Gene Ferriter The Plum Tree Group Solution Specialist Maria Delgado CommerceBlend Marketing Specialist Sulagno Mukherjee InSync Business Dev. Manager
  3. 3. Join the Conversation! #B2BisthenewB2C @ThePlumTreeGrp @CommerceBlend@appseconnect
  4. 4. Points to be addressed 1 Why B2B is the new B2C 2 B2B Digital Commerce Trends 3 Assessing your needs / How to create a Moscow list 4 Magento B2B Features 5 InSync Magento / SAP Business Coordinator 6 Featured Case Studies
  5. 5. Don’t forget your free template! A template that has been adapted by Commerceblend and The Plum Tree Group from its original version, in order to help you to assess and prioritize your needs as a B2B merchant, for online selling. It will help you to go a step behind on identifying the particular needs that apply to your business. Use the link shared on the chat window to download now!
  6. 6. Why B2B is the new B2C
  7. 7. Forrester forecasts will be a $1.13 trillion market by 2020 The Golden Age: A B2B Renaissance
  8. 8. Are you prepared to take advantage of this growth?
  9. 9. Where are you on the B2B Continuum?
  10. 10. Does your business have a B2B Component, like Wholesale customers?
  11. 11. Are your best B2C customers actually businesses, like an interior designer ordering furniture for a client?
  12. 12. Your business may be B2C, but creating corporate customer groups and events can propel business.
  13. 13. Even though your customers may be B2C, B2B partners come in many forms, including advertising.
  14. 14. Do You Have What it Takes to Compete Successfully?
  15. 15. Major Forces Shaping B2B Millennials They’re trending as the new B2B buyers. This implies changes on procurement processes. They’re digitally oriented and prefer to do research by themselves and to have a self-service web experience, before being reached out to by a sales rep throughcold- outreach. Mobility 8 out of 10 B2B buyers said they would use smartphones to access digital content, according to Schieber Research on April 2016. Plus, 42% of researchers use a mobile device during the B2B purchasing process. UX across these devices is as important as contextual relevance. Direct Selling The Age of the Customer, intense competition, and shifts in purchasing behavior from young procurement professionals force B2B merchants to leverage their sales’ growth digitally, in order to optimize costs while understanding who they’re selling to (web analytics). Procurement Processes Research done by Forrester, HBR and IDC not only show that 74% of B2B buyers conduct more than half of their research online before talking to a salesperson, but also that 75% use social media to research vendors through customer ratings and word- of-mouth.
  16. 16. How to Capitalize on These Forces
  17. 17. Much of this comes down to customer experience. “Every time customers are exposed to an improved shopping experience, their shopping expectations are reset to a new level.” “68% of b2b shoppers say they’re unlikely to return to a website that does not provide a satisfactory customer experience”. Forrester’s North American Technographics, Customer Lifecycle Survey “How would you rate your company’s B2B website customer experience versus…?
  18. 18. Personalization • Product recommendations across interactions. • Special pricing list. • Repeat past orders. • Personalized content across devices. • Best-sellerlist. • Account Based Marketing (ABM).
  19. 19. Quality Content • Product info, features and functions • Practical product information (training, demos, product news) • Best Practices • Case Studies • Customer Ratings/Review • Vendor information (Peer Testimonial). • Data and stats to help them make a buying decision • B2B related videos • Searchable content on-site and off-site • Interactive Product Catalog
  20. 20. Marketplace • Users land on these sites first, than on your website. • They make the B2B experience more consumer-like. • Wide variety of products from different vendors, at different prices on different locations. Its a matter of speed and convenience. • Simplifies time-consuming and extensive extra tasks. • Big opportunity for SMEs and selling abroad.
  21. 21. Mobile B2B Purchases • Increase efficiency and timeliness of payments. • Reduces costs of dealing with paper and reduction in lost checks. • Increases customer convenience. – Mobile payments (mobile wallets). – Security issues. • Centralized payment tracking. • Accept multiple payment methods. • Provide clear and concise content. • Keep web forms minimal.
  22. 22. What Are Your B2B Needs?
  23. 23. How Magento Will Help You to Capitalize
  24. 24. Why Merchants Love Magento Flexibility Extensibility Scalability Ecosystem
  25. 25. Magento is the #1 Digital Commerce Platform Provider for Fourth Straight Year 31 % of mid-to-large companies rely on Magento for their commerce platform, more than any other vendor including Demandware and Hybris Magento now powers over 25% percent of all ecommerce sites in the Alexa top one million sites list, more than any other ecommerce platform Magento has 45 customers with more than $100 million in annual online sales, 53% more than Demandware
  26. 26. New B2B Features with Magento 2.0 Accounts: –Set user roles and permissions –Accept payments on credit and manage credit status Ordering: –Reorder from prior orders Catalogs & Pricing: –Assign custom catalogs and pricing to customers
  27. 27. Add-Ons for B2B • Net Terms • Credit Limits • Tiered Pricing • Quotation Tool • Multi-Warehouse • Split Shipments • Partial Payments …and many more
  28. 28. "Being a B2B business, yet presenting a B2C experience for our customers was very important, and Magento allowed us to do that.” BRAD KUHNS Sr. Manager, Ecommerce Business & Marketing, Zoetis
  29. 29. “Thanks to the smooth operation and high usability of Magento, the acceptance of the new solution is outstanding. Furthermore, we can handle the orders of Burger King® much more efficiently.” OLIVER JÄGER Project Manager, Burger King
  30. 30. Roadmap B2B Features Accounts: –Create and manage company accounts and account hierarchy –Assign account “Super Users” Ordering: –Create and manage requisition lists –Quick ordering by SKU Quotes: –Support request for quote process –Manage quotes, notifications, and change history
  31. 31. Assessing Your Needs MoSCoW List
  32. 32. “(MoSCoW list) is the prioritization technique used in management (business, project and software development) to reach a common understanding with stakeholders” APRECS, BUFFERED MOSCOW RULES.
  33. 33. When managing a project it is important to establish the customer’s priority in order to make progress, reach goals and fulfill deadlines. This prioritization could be developed based on requirements, tasks, products, use cases or tests. Must have: Minimum Usable SubseT (MUST) of requirements which the project guarantees to deliver. Critical to the deadline. Alone lead the project to success. Should have: Important but not necessary within the timebox. The team should try to deliver as many of the “should” requirements as possible. Could have: Desirable but not necessary. Could improve user experience and customer satisfaction. Won’t have: Less critical or not appropriate at the time. Not planned into the schedule.
  34. 34. How to create a MoSCoW list?
  35. 35. 1. Establish a Set of Requirements Meet with the rest of your team to establish the customers’ ultimate requirements. Decide which is the final goal and what needs to be done in order to get there.
  36. 36. 2. Prioritize Them Prioritize all of the requirements listed in the prior step. This ranking will help the team to understand the most important needs, the correct order they should be developed and what is not expected to be delivered if there is pressure reaching the ultimate goal. MUST have requirements shouldn’t take more than 60% effort unless there is a low factor external risk or estimates are known to be accurate. DSDM Consortium - Balancing Priorities https://www.dsdm.org/content/moscow-prioritisation
  37. 37. 3. Use the MoSCoW List Template Use a predetermined MoSCoW list template (Content offer opportunity) to organize the ranking set in the prior step. Add timelines, responsibilities and resources.
  38. 38. 4. Discuss and Review Priorities Throughout the development of every specific project, it is important to review their priority and relocate them if necessary. New specifications may be fundamental while others may have lower their urgency. Assign the right resources and time to each one of these.
  39. 39. InSync Magento / SAP Business Connector
  40. 40. Standard Configurations in ERP for Operating in B2B Model • Multiple contact persons for a customer company • Sales representative to each customer company • Customer specific pricing / Customer group specific pricing • Product group specific discount • Credit limit for customer companies • Volume discounts • Make to order approach: generating available quantities of the requested product and delivery due dates
  41. 41. Extend Features of Magento to Support B2B Model • Enable maintainingcompany accounts with separate contact person accounts • Sales representative accounts to be associated with the company accounts • Customer specific pricing • Product group specific discount • Credit limits for customer companies • Company specific catalogue • Placing orders with Purchase Order document • Order approval checkpoint
  42. 42. Integrating Magento (B2B) and SAP Business One SAP Business One • Orders placed by Contact persons or sales Reps can be synced to SAP as Standard/Draft/Unapproved Order • New business partners can be created in SAP with Contact Person from Magento • Purchase Order number can be synced from Magento • Update credit limit in SAP bases on new sales • Invoice creation in SAP in case of online payment in Magento Magento • Company and contact person accounts can be created in Magento from SAP • Products can be listed in Magento from SAP • Customer specific product pricesand tier prices can be fetched from SAP • Credit limits can be updated in Magento from SAP • Delivery details can be posted in Magento with tracking details from SAP. • In case of MTS approach inventory value of products can be updated in Magento in real time from SAP warehouses.In MTO approach the nextarrival date of product stock can be Fetchedfrom available to Promise report.
  43. 43. Featured Case Studies
  44. 44. LEATT - Sports Products What the client needed: • Streamline eCommerce operations with Inventory, Order Management and Shipping Process. • Eliminate Manual Data Entry and data duplication. • Real Time data exchange to ensure Online User’s satisfaction. • They want to maintain both B2B and B2C Business process from a single website.
  45. 45. LEATT - Sports Products The value delivered to the client: • Fully Automated Sync in Real Time. • End to End Mapping between eCommerce and ERP Business Process. • Software Scalability, Support eCommerce Growth & geographic expansion. • Improved efficiency in Sales, Purchase and Inventory Management.
  46. 46. “Our main goal was to establish automated integration between our Ecommerce site and our back-office – SAP Business One. AppsEconnect ticked most of the boxes to fulfill our requirement and helped us save huge amount of time and resources by eliminating the need to manual capture and update data. APPSeCONNECT has Simplified our day to day processing and is capable and flexible enough to match most of our business needs in terms of system integration.” Herman Keuler Leatt, USA LEATT - Sports Products
  47. 47. Premier Research Labs - Nutritional Supplements What the client needed: • Connect Magento Enterprise eCommerce Websites with SAP Business One 9.0 ERP. • Two Magento Websites exchange the data with two company databases of SAP Business One, so sync data based on company specific. • Real Time Data Sync for Sales Orders for further processing.
  48. 48. The value delivered to the client: • Mapping of business processes between offline and online system through proper business logic. • Quick Processing of Sales Orders through Real Time sync of Magento Web Orders into SAP B1 ERP. • ‘Set and Forget’. Premier Research Labs - Nutritional Supplements
  49. 49. “Our client sells enough items online per day to the point that manually entering orders from Magento into SAP would have been time consuming and error prone. The connector allows our client to focus on what they do best – selling products and maintaining relevant industry content on their sites. Our client doesn’t have a large technical team, we needed something that could run on its own and just work. The APPSeCONNECT agent does this quite well. Our client is able to keep their Customer Service Representatives (CSRs) in SAP rather than forcing them to bounce between Magento and SAP to handle customer orders. Now that we’ve implemented Magento for them and connected it to SAP using APPSeCONNECT, they’re getting tremendous response from their customers in the form of orders on the site. APPSeCONNECT was the best choice for this solution and we would certainly recommend it again for a Magento->SAP integration project.” Terence McDevitt Project Manager, Premier Research Labs Premier Research Labs - Nutritional Supplements
  50. 50. Background: Richardson Sports is a manufacturer, distributor and marketer of sports related headware. As they continue to grow and expand Richardson Sports is looking to transition its frontend web platform to a new technology that better meets the needs of their customer and yet connects closely to their backend systems such as SAP Business One. Richardson Cap - Retail
  51. 51. Richardson Cap - Retail What the client needed: • To have an online portal with B2B capabilities catering to their resellers and sales representative • The system needs to have a bi-directional integration with their back office SAP Business One. • A product personalization interface for resellers to do a custom headware design • A state of the art mobile friendly fully responsive interface
  52. 52. The value delivered to the client: • A modern looking adaptive interface following industry best practices. • An enhanced ecommerce engine catering to Richardson’s B2B requirements built on Magento Enterprise edition. • An automated bi-directional flow of customer, order, invoice, shipment and product data between the two platforms – Magento and SAP. • A fluid product personalization tool that allows their resellers to custom configure the headware and embellish it with decoration. Richardson Cap - Retail
  53. 53. Additional Resource for You
  54. 54. Don’t forget your free template! A template that has been adapted by Commerceblend and The Plum Tree Group from its original version, in order to help you to assess and prioritize your needs as a B2B merchant, for online selling. It will help you to go a step behind on identifying the particular needs that apply to your business. Use the link shared on the chat window to download now!
  55. 55. Where would you like to be on the B2B Continuum by 2017? Use the link shared on the chat window to download now!
  56. 56. Time for Q&A commerceblend.com plumtreegroup.net insync.co.in Download for free here