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WebSphere Commerce: apuesta de futuro para tu negocio on-line Miguel Nobre IBM

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Presentación de Miguel Nobre, WW Sales para eCommerce en IBM, para la jornada Plataformas y soluciones eCommerce, celebrada el pasado día 15 de Junio de 2010

Presentación de Miguel Nobre, WW Sales para eCommerce en IBM, para la jornada Plataformas y soluciones eCommerce, celebrada el pasado día 15 de Junio de 2010

Published in: Business, Technology

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  • 1. WebSphere Commerce: apuesta de futuro para tu negocio on-line Miguel Nobre dos Reis WW Sales para eCommerce © Copyright IBM Corporation 2010
  • 2. WebSphere Commerce IBM transforma la visión en realidad WS Commerce V5.6.1 WS Commerce V5.1 V6 FEP* Net.Commerce V2.0 WS Commerce V5.5 Web 2.0 Net.Commerce V3.2 Coremetrics SOI Business user tooling 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 Net.Commerce V1.0 WS Commerce V5.6 Nov WS Commerce V4.1 WS Commerce V6 2009 WS Commerce V7 Social Commerce Dialog activities Net.Commerce V3.1 WS Commerce V5.4 More triggers /actions Business user tooling …y define el curso del eCommerce en los últimos 14 años 2 © 2010 IBM Corporation
  • 3. WebSphere Commerce IBM transforma la visión en realidad WS Commerce V5.6.1 WS Commerce V5.1 V6 FEP* Net.Commerce V2.0 WS Commerce V5.5 Web 2.0 Net.Commerce V3.2 Coremetrics SOI Business user tooling 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 •100% Java and open stds • Cross-Channel Order Mgmt Net.Commerce V1.0 WS Commerce V5.6 •WAS and RAD • Flexible Pricing Nov WS Commerce V4.1 •Catalogs • RFQs WS Commerce V6 2009 •Search Optimization • B2B workflow Commerce V7 WS •Segmentation & Targeting • Contracts Social Commerce Net.Commerce V3.1 •Promos, Discounts, Coupons • Comprehensive triggersactivities WS Commerce V5.4 More Dialog globalization /actions •A/B Testing • Collaborative content mgmt •• Proprietary architecture Proprietary architecture Business user tooling •e-mail Campaigns • Advanced order mgmt •• Dynamic pages via net.data Dynamic pages via net.data •Search & Guided Selling • Payment architecture •• Catalog Catalog •• Shopping cart •Merchandizing Associations • Tax, shipping, fulfillment Shopping cart integration •• Shopper groups/registration •Awards & Points Shopper groups/registration • Comprehensive integration •• SET payments •Gift Registry SET payments framework and tools •• Taxware integration •Auctions Taxware integration • Web services© 2010 IBM Corporation 3 •• APIs •Sales Center APIs
  • 4. WebSphere Commerce Líder en el mercado 4 © 2010 IBM Corporation
  • 5. WebSphere Commerce Cambiando el modo como hacemos negocios, creamos y mantenemos relaciones y garantizamos el valor de la marca Suppliers Fulfillment Data Back -end Legacy systems Resellers / Dealers POS Distributors B2B / Partners Retailers Kiosk Web Customer procurement / B2B sites systems Tele, mobile 5 © 2010 IBM Corporation
  • 6. WebSphere Commerce Experiencia extendida de Plataforma de interacción con el cliente la marca usando Remote Widgets Interacción con el cliente Directa Extendida IBM integra Management de la Search and IBM Web Quioscos Email relación con partners Shopping Engine ya le da SMS Call Center Móvil POS Widgets Comunidades Management de la interacción Contractos & Relaciones Personalización Globalización & Localización Procesos de negocios configurables Catalogo & Textos Marketing de precisión Merchandising Interacción asistida Management de Sites extendidos pedidos Infraestructura 6 © 2010 IBM Corporation Tool usuario interno LOB Fundación Tool para desarrollo
  • 7. WebSphere Commerce Cambiando el modo como hacemos negocios, creamos y mantenemos relaciones y garantizamos el valor de la marca Suppliers Fulfillment Data Back-end Legacy systems Resellers / Dealers POS Distributors B2B / Partners Retailers Kiosk Web Customer procurement / B2B sites systems Tele, mobile 7 © 2010 IBM Corporation
  • 8. WebSphere Commerce Marketing de precisión - terminología 8 © 2010 IBM Corporation
  • 9. WebSphere Commerce Marketing de precisión – áreas controladas para actividades en la Web 9 © 2010 IBM Corporation
  • 10. WebSphere Commerce Marketing de precisión – eventos controlados para actividades en la Web 10 © 2010 IBM Corporation
  • 11. WebSphere Commerce Marketing de precisión – acciones para actividades en la Web 11 © 2010 IBM Corporation
  • 12. Preguntas? © Copyright IBM Corporation 2010
  • 13. WebSphere Commerce Extended Brand Experience Extend the experience beyond retailers website by embedding widgets in 3rd party Internet properties and by supporting feeds Search and Affiliate Sites Aggregators Social Sites/ Widgets Viral Marketing Comparison /Portals Communities (Internet, Shopping Engine Desktop, Mobile) Optimization Brand 1 Brand 2 Brand 3 Brand 4 13 © 2010 IBM Corporation
  • 14. WebSphere Commerce Extend and Manage Brand Experience Social Network widgets & apps Affiliate Marketing Widgets Affiliate Partner 1 Retail Partner Personalized Widgets Reseller 1 B2B Solutions Extend Brand Experience Deals Partner Access my lists Coupons My Community Manage Brand Experience Search Smartphone Apps & Widgets 14 © 2010 IBM Corporation
  • 15. WebSphere Commerce Remote Widgets Enable retailers to extend brand experience to third-party Web sites, including social networking sites for marketing and promotions – Allow shoppers to share their "favorites" list and gift registry – Allow retailers to offer and centrally manage marketing and promotions outside of retailer's own site Key Features • Manage the brand experience on third- Benefits party Web sites through IBM Provide a new channel to promote brand and Management Center • Synchronize Web promotions on products retailer Web sites with third-party Web Leverage social networks to improve sites consumer reach and drive traffic to the retailer's • Enable shoppers to subscribe to own Web site marketing and promotion content feeds Control brand experience centrally and easily • Allow shoppers to share their wish list and gift registry with their friends and Help increase customer satisfaction and family on social networking sites loyalty 15 © 2010 IBM Corporation
  • 16. WebSphere Commerce Remote Widgets: Shopper-driven Scenarios My Wish List widget/My favorites widget: Enables shoppers to share their favorite products or recommended products on social networking sites or personal sites such as blogs Gift Registry widget: Enables shoppers to post their gift registries on their favorite social networking sites Promotion & Brand widget/feed: Enables shoppers to get branded retailer messages, Show the hottest deal (Deal of the day), etc via widget or feed 16 © 2010 IBM Corporation
  • 17. WebSphere Commerce Remote Widgets: Retailer-driven Scenarios Promotions & Brand Widget: Connect WebSphere Commerce eSpots to retailer owned social networking sites, affiliate and partner sites. Centrally manage and control all remote eSpots from the Management Center, WC business user tool 3rd Party Sites Management Center Social Networks Retailer Site Re mo te Partner Sites eS po t Affiliate Sites t po eS c al Content Sites Lo …. 17 © 2010 IBM Corporation
  • 18. WebSphere Commerce Digital Coupons Promotion and Redemption 1B. Coupon Promotion / 1A. Precision marketing eSpot issues coupon triggers issue of coupon 3. Redeem Coupon at Checkout (web or mobile) 2. Coupon Wallet in Web & Mobile Store 18 © 2010 IBM Corporation
  • 19. WebSphere Commerce Brazil Starter Store Brazil starter store delivers localized shopping experience and payment options Starter Store Localized look and feel Support for Brazilian user data (CPF, CEP, CNPJ) Promotions Promotions Promotions based on payment method, based on number of installments, shipping method, payment credit card brand* method Featured promotions for individual items Ability to exclude selected manufacturers Installment- from promotion based payment Payments Modify price based on payment method Boleto Bancário / bank billet Installment payments* Boleto payment Internet banking (punch-out payment) Variety of payment 19 choices © 2010 IBM Corporation *New feature in Madisons and Elite Starter stores
  • 20. WebSphere Commerce Delivering dynamic, personalized shopping experience using WebSphere Commerce Extended Sites “Extended Sites functionality remains a key strength. IBM provides the ability to create online storefronts with unique business rules and marketing campaigns but shared central management and data” – Forrester 2006 Extended Sites: Extended Sites offer powerful capability to rapidly Multiple storefronts on single (without IT involvement, functionality/integration instance with 3rd party just needs to be checked, code change, server stop/start) deploy multiple Country storefronts on a “single” instance for Country Country Multiple market segments Multiple brands Brand Brand Segment Brand Multiple regions/countries Segment Segment Deliver highly targeted and consistent brand experience sharing assets like catalog and business WebSphere Commerce logic across sites Customer Interaction Platform Reduce cost by centralizing operations and leveraging tools to customize shopping experience 20 © 2010 IBM Corporation
  • 21. WebSphere Commerce Extended Site: Technology Enabling Business Models Extended Sites Biz Mgmt Biz Mgmt Biz Mgmt • Storefront • Business Logic • Data Store 2 Store N N+1… N+2… N+3… Store 1 • Collective or individual Mgmt Non customer facing ‘store’, but WC Asset Store contains “Reusable Assets” Catalog • Artifacts (e.g. catalog) • Business Logic (e.g. processes) • Store Models PLM ERP Customer Interaction Platform Legacy, Inventory 21 © 2010 IBM Corporation
  • 22. WebSphere Commerce Cross-Channel Optimization: Mobile Commerce iPhone App (also for Symbian and MS-Mobile devices) – Native iPhone user experience and UI layout – Leverage HTML5 capabilities – Device feature integration and exploitation – Mobile coupon wallet 22 © 2010 IBM Corporation
  • 23. WebSphere Commerce IBM Mobile Store Solution: Browsing Browse Catalog Product Detail Ratings & Reviews Compare Products 23 © 2010 IBM Corporation
  • 24. WebSphere Commerce IBM Mobile Store Solution: Transacting Select Pickup Store View Order Search Products Add to Cart & Checkout Confirmation 24 © 2010 IBM Corporation
  • 25. WebSphere Commerce iPhone Application - Home Rotational Marketing eSpots for promotional products Scrolling feature products. Users tap the product image to view details ‘More’ to access additional functions Users tap to view products (Search, Compare, My Account, …) by category Tap bar to access common functions (Home, Store Locator, Wish List, Shop Cart) 25 © 2010 IBM Corporation
  • 26. WebSphere Commerce iPhone Application - Products Navigational bar Search field to find products directly Tap to see product details with large image Product list page with product summary information Users flick left or right to see previous or next products Page indicator at the bottom to guide the users 26 © 2010 IBM Corporation
  • 27. WebSphere Commerce iPhone Application – Buy on Mobile Pickup In- Store Promotion code received via SMS or email Buy on mobile device & pick up Store Location Map in store imbedded in application for ease of navigation Pre-fill billing/shipping address from iPhone Tap on Store Locator address book during to find the nearby stores checkout based on current GPS location 27 © 2010 IBM Corporation

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