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Similar to E commerce vakdagen - turn data into business! (20)
E commerce vakdagen - turn data into business!
- 1. Turn data into business!
The latest trends in B2B E-commerce
Jeroen van Mierle
- 3. The Unic Group is rapidly expanding
Pan-european eCommerce & PIM specialist with Swiss roots
Core markets › Subsidiaries in Core Markets
Adjacent markets
› 1996 Bern & Zurich
Nearshore markets
› 2008 Amsterdam & Vienna
› 2010 Brussels
› 2011 Stuttgart
› Adjacent Markets
› Clients in UK, IT, DK, SWE
› Figures of the Unic Group
› 260 Employees from over 15 Nations
› 5 Office in 4 Countries
© Unic B.V. - Page 3
- 4. Introduction– Our services
Unic offers services to support E-business
1. Plan 2. Build 3. Run
Informationsdesign E-Marketing
Concepts & GUI SEO/SEM, E-Mail, CRM, Campaigns
Operations
Consulting E-Commerce, Multichannel, Social Marketing Conversion
Roadmapping, PIM Twitter, Facebook, Blogs, Flicker, improvement,
product-/market E-Business Solutions LinkedIn, etc. traffic
Fulfilment
selection, generation,
requirement content
definition, Websites, Portals, Web Apps Analytics & Reporting improvement,
package WCMS Solutions KPI, Dashboards, Insights dashboarding,
selection. SEO, SEA,
email marketing
Intranets & Extranets E-Business Support
Process Mgmt, Training, Content Mgmt,
Business, Collaboration & DMS
Audits
Processes, Application,
Technology Infrastructure,
Records Management Customer Services Hosting
Archiving Solutions Support, 24/7, Helpdesk 5*8
Full Service
© Unic B.V. - Page 4
- 5. Some references in PIM, E-commerce,
Search, Navigation and Merchandizing.
© Unic B.V. - Page 5
- 6. Introduction– Some our customers
Midsize and large organizations, locally & globally
B2B2C Fashion Retail B2B Finance Anders
© Unic B.V. - Page 6
- 7. B2B is moving in the direction of B2C. What
is similar between B2B and B2C E-
commerce?
© Unic B.V. - Page 7
- 8. Main similarities
Search, categorization
› Online Merchandising
› Search
› Categorization
› Cross-Sells / Up-Sells
› Online Marketing
› Segmentation / Targeting
› Recency / Frequency
› Similar management challenges
› Heavy product content burden
› Integrating with large enterprise
systems
› Customer Self Service
© Unic B.V. - Page 8
- 9. Main similarities
Product content
› Online Merchandising
› Search
› Categorization
› Cross-Sells / Up-Sells
› Online Marketing
› Segmentation / Targeting
› Recency / Frequency
› Similar management challenges
› Heavy product content burden
› Integrating with large enterprise
systems
› Customer Self Service
© Unic B.V. - Page 9
- 10. Main similarities
Customer Self Service
› Online Merchandising
› Search
› Categorization
› Cross-Sells / Up-Sells
› Online Marketing
› Segmentation / Targeting
› Recency / Frequency
› Similar management challenges
› Heavy product content burden
› Integrating with large enterprise
systems
› Customer Self Service
© Unic B.V. - Page 10
- 12. B2B eCommerce is growing rapidly
Improve • Customer self-service and process automation
operational • Improvement in order capture and processing
efficiency
Build
stronger • Make it easier to do business
direct • Improve availability, responsiveness, and service
relationships
• Increase up- & cross-selling
Grow the
business • Acquire new customers earlier too small or too far away
• Prevent customers leaving with sales rep changes
© Unic B.V. - Page 12
- 14. B2B is evolving
Key trends that we found at our customers
1. Extreme Personalization 7. Content and offer targeting
› May deliver versions based on role, › Based on role, segment, ordering
location, contract, buying history history
› Customized catalogs, assortments › Integrated with marketing tools
or product exclusivity to different 8. Promotions and special pricing
customers or regions 9. Visualization tools / Product
2. Searchandising, including guided configuration
navigation 10. Managing & leveraging content across
3. Improved ordering processes channels
4. Robust self-service 11. SEO
5. Multichannel integration 12. The Print channel is automated
6. Mobile UI, apps
© Unic B.V. - Page 14
- 17. Question: “Good, but how on earth can we
manage this product content with limited
resources, multiple languages, sales
channels, consistently over all channels?”
© Unic B.V. - Page 17
- 18. Answer: “Try the best practices from top
retailers and invest in the possibilities of a
Product Information System. Simple ”
© Unic B.V. - Page 18
- 20. Introduction into PIM & PCM
Enterprise PIM – does not only serve Online!
Images/ Supplier
ERP
Videos Information
Web
Shops
© Unic B.V. - Page 20
- 21. Introduction into PIM & PCM
Enterprise PIM – Can do more!
Images/ Supplier
ERP
Videos Information
Printed Catalogs
Sales
Electronic
Mobile
Catalogs
Web
CD/DVD
Shops
E-Procurement
Systems
© Unic B.V. - Page 21
- 22. Introduction into PIM & PCM
Focus on: „What can PIM bring to E-Commerce“
PIM helps retailers and industrial distributors to:
1. increase Conversion Rate
2. reduce Return Shipments
3. provide Facetted Search
4. get the Long Tail
5. optimize Assortments
6. manage Multi-Shop Environments
7. become Number 1 in Multi-Channel retailing
© Unic B.V. - Page 22
- 23. Introduction into PIM & PCM
Enterprise PIM enhances your conversion rate
BAD Product Data has an extensive
100%
impact on your Conversion Rate!
-34% Front page
Retailers loose 9 out of 10 customers -24% Category page
-33% Product page
before dropping products in the shopping
-6% Shopping cart
cart.
Reason
Bad Product Data Quality
Conversion 3%
© Unic B.V. - Page 23
- 24. Product content is king
You need substantial product descriptions
Not like this…
...better this way!
© Unic B.V. - Page 24
- 25. Product content is king
Enterprise PIM enhances your conversion rate
BAD Product Presentations results
MEDIUM
into high rates of product return
shipments BAD
GOOD
Customers feel uncomfortable
choosing the right things. Therefore
Retailers loose competitive
advantages with unnecessary return
shipments.
Reason
BAD Product Presentation
© Unic B.V. - Page 25
- 26. And product visuals are queen
Product Images for C-commerce
Not like this…
No Image
Available
...better this way!
© Unic B.V. - Page 26
- 27. Product content is everywhere
Enterprise PIM enhances your conversion rate
INEFFICIANT Information Supply
100%
Chains with suppliers results into
leak of knowledge about products. -34% Front page
-24% Category page
-33% Product page
-6% Shopping cart
Today, a Retailer is a content hub for
virtual products. If you don’t know a
product, you cannot sell!
Reason
INEFFICIANT Information Supply
Chain
© Unic B.V. - Page 29
- 28. Product content is everywhere
End 2 End Process
generate enrich publish consume
send receive inform
present compare
specify classify
normalize comment
control
Product Data Product Data Product Data
Suppliers Manufacturers Distributors Retailers Customers
End 2 End Process for Product Data
© Unic B.V. - Page 30
- 29. Social product content
Optimize Assortments by listing to the Crowd
NOT listening to the Crowd is a waste of User
100% Facebook
Ratings
Ratings
knowledge that you can get for free!
-34% Front page
Comments
-24% Category page
Customer Feedback is important to optimize -33% Product page
-6% Shopping cart
Assortments and to find the right products to sell!
Just like user generate content, assortments and
products can be influenced by the crowd.
Reason
NO Customer Feedback to the PIM
© Unic B.V. - Page 31
- 31. Product content through all channels
Multi-Channel Commerce
100%
LIMMITING yourself to only one E-
-34% Front page
Commerce Platform is a waste of -24% Category page
-33% Product page
opportunities. -6% Shopping cart
Shop Platforms are made for a specific
purposes. With PIM you can feed any Sales
Channel for any purpose.
Reason
LEAK of Interfaces available
© Unic B.V. - Page 33
- 32. The foundation of E-commerce
Product Information Management as a Driver for E-Commerce
PIM
E-
Commerce
…and many more!
© Unic B.V. - Page 34
- 33. Hey, we know this...
B2C best practices now used in B2B
Search engine friendly Search /Navigation
Forums Product Information
Online marketing Guided Selling
Browse/
Wish-lists Find Reviews
Reach Comparison
Behavioural Targeting
Newsletter Cross-selling
Convert Recommendations
Vouchers
Loyality Programs Retain Easy payment
My Account Promotions
Returns Call-Center Integration
© Unic B.V. - Page 35