E-Commerce: Take the money and run?


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How to build a lasting relationship

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  • E-Commerce: Take the money and run?

    1. 1. E-Commerce: Take the money and run? How to build a lasting relationship Netcomm eCommerce Forum 14 May 2008 Andrea Rubei General Manager Europe, Middle East and Africa
    2. 2. The Math is simple!
    3. 3. Personalization: a thing of the past? <ul><li>In the mid 90s Peppers and Rogers wrote a series of groundbreaking books on One to One marketing concepts </li></ul><ul><li>Build lasting relationships with customers, instead of “taking the money and running” </li></ul><ul><li>BroadVision built a software application suite around these principles </li></ul>
    4. 4. One-to-One Principles <ul><li>Based on user preferences and behaviour, define overlapping customer segments to make targeting more and more specific </li></ul>Segment 2 Segment 1 Segment 3
    5. 5. Stuck! Direct Mail Direct marketing targeted promotions Why is so much of the web still stuck here? Print: dir, classified, newspaper, magazine Television Billboard Radio Mass marketing Brand awareness Provide clarity Remove complexity Achieve individuality Web Interactive marketing relationship building
    6. 6. Best practice <ul><li>Pay particularly attention to how you: </li></ul><ul><ul><li>collect data from users </li></ul></ul><ul><ul><ul><li>Asking for too much data (or data which you don’t need) will discourage users from giving it to you) </li></ul></ul></ul><ul><ul><li>use data provided by users </li></ul></ul><ul><ul><ul><li>Misusing data provided by users will damage the relationship irreparably </li></ul></ul></ul><ul><li>Remember, the customer will always ask themselves “what’s in it for me?” </li></ul>
    7. 7. Who do you trust? What’s in it for me?
    8. 8. Collecting data, best practice: Amazon
    9. 9. Collecting data: Play.com (and many others)
    10. 10. Collecting data: Play.com (and many others)
    11. 11. Using data, best practice: Amazon <ul><li>Explains why each item was recommended </li></ul><ul><li>Allows user to modify criteria </li></ul>
    12. 12. Using data: Facebook Beacon <ul><li>In 2007, Facebook launched “Beacon” which allowed partner retailers to track users purchases </li></ul><ul><li>Initially launched without notifying users it was happening, no easy way of opting out </li></ul>
    13. 13. Personalization cycle <ul><li>Listen </li></ul><ul><ul><li>Collect data on what the user is doing </li></ul></ul><ul><li>Learn </li></ul><ul><ul><li>Understand what the data you have collected means </li></ul></ul><ul><li>Act </li></ul><ul><ul><li>Refine your personalization strategy </li></ul></ul>Listen Learn Act
    14. 14. Interlocking cycles Preference Recommendation Entitlement Really, each of the different personalization models has their own cycle, but can share what they learn Learn Act Listen Act Listen Listen Act
    15. 15. “ How to” guide for Online best practices <ul><li>Perform a “health check” of your online offering: </li></ul><ul><ul><ul><li>Look into the key areas of strength of your online offering </li></ul></ul></ul><ul><ul><ul><li>Identifying and prioritize areas for improvement (ideally based upon your current business context and objectives) </li></ul></ul></ul><ul><ul><ul><li>Look for competitive benchmark, measuring your site’s “performance” versus that of your key business competitors </li></ul></ul></ul>
    16. 16. How good is my current online offering? <ul><li>What does my site do well? </li></ul><ul><li>What areas do I need to focus on? </li></ul><ul><li>What are my priorities? </li></ul>Transactional capabilities are very good Need to improve decision-support and merchandising Limited self-service support Targeted recommendations will help improve conversion rates
    17. 17. Summary <ul><li>One-to-One principles enable you to build a lasting relationship with a customer </li></ul><ul><li>You need to win the trust of the customer, and not abuse it </li></ul><ul><li>THANK YOU! </li></ul><ul><li>[email_address] </li></ul>
    18. 18. Solution Overview
    19. 19. <ul><li>Modular solution designed for rapid deployment & ROI: </li></ul><ul><ul><li>Agility : comprehensive e-commerce capabilities which are rapidly deployable </li></ul></ul><ul><ul><li>Flexibility : ability to quickly configure new functionality to expand capabilities </li></ul></ul><ul><li>Powerful but intuitive Business Management Tools </li></ul><ul><li>Development tools designed to simplify application enhancements: </li></ul><ul><ul><li>Presentation layer (Kukini) </li></ul></ul><ul><ul><li>Business processes & logic (Process Services) </li></ul></ul><ul><ul><li>Custom component development (Java IDE) </li></ul></ul>Complex Commerce: BroadVision’s Focus Need for Flexibility Cost/ Risk Sensitivity Low High Low High Custom Development Packaged Applications Designed for Complex Commerce!
    20. 20. BroadVision Kona ™: Platform & Standards Operating System Database Web Server Application Server Solaris, HP-UX, AIX, Windows Oracle, DB2, SQL Server SunOne, Microsoft IIS WebLogic, WebSphere Linux Hypersonic, MySQL Apache JBoss Commercial Platforms Open Source Platforms
    21. 21. BroadVision Kona ™: Platform & Standards Integration Services Business Logic Service Layer Presentation Layer JDBC, JMS, MQ Series, EAI/ESB, etc Java Classes, Web Services EJBs, DAO HTML, XHTML, AJAX, XML, etc Technology Standards
    22. 22. Kukini Commerce Product Pricing Targeted Recommendations Kukini Commerce Product Ratings My Account RIA Checkout Registration & Login Foundation Applications Discounts & Vouchers Product Catalogue Personalisation User Generate Content Order History Product Returns Kukini Commerce is a fully functional e-commerce Web application, designed to be the foundation for your Web site
    23. 23. Personalisation Services™ <ul><li>User profile </li></ul><ul><li>User segments </li></ul><ul><li>Community-based </li></ul><ul><li>Information filtering </li></ul><ul><li>Personalised navigation </li></ul><ul><li>A/B Split testing </li></ul><ul><li>Current behaviour </li></ul><ul><li>Previous activities </li></ul><ul><li>Personalised notifications </li></ul><ul><li>Role-based (employee, customer, partner, etc) </li></ul><ul><li>Context-based (job, task, project, etc) </li></ul><ul><li>Device and location-based </li></ul><ul><li>Presentation-based </li></ul><ul><li>Advanced search </li></ul>Partners Employees Customers
    24. 24. BroadVision Content Services™ <ul><li>Intuitive, integrated Web-based Content Management: </li></ul><ul><ul><li>WYSIWYG content creation both in Kukini Commerce and BVMC </li></ul></ul><ul><ul><li>RTE and RIA-enabled publishing forms </li></ul></ul><ul><ul><li>Supports for multimedia assets and documents </li></ul></ul><ul><ul><li>Full version control (check-in/out) </li></ul></ul><ul><ul><li>Content archiving and roll-back </li></ul></ul><ul><ul><li>Comprehensive content workflow </li></ul></ul><ul><ul><li>Flexible group level access control </li></ul></ul><ul><ul><li>Configurable review, approval and automatic/ scheduled publishing processes </li></ul></ul><ul><ul><li>Intuitive administration in BroadVision Management Center </li></ul></ul>
    25. 25. BroadVision Solution Packs <ul><li>Usability Initiatives: </li></ul><ul><ul><li>Benefits both customer and business user experience. </li></ul></ul><ul><ul><li>Utilises latest Web 2.0/Ajax technologies. </li></ul></ul><ul><li>Social Networking and Collaboration Technologies </li></ul><ul><ul><li>Discussion groups, blogs, etc </li></ul></ul><ul><ul><li>Support for RSS both as a consumer and producer </li></ul></ul><ul><li>Search Engine Optimisation: </li></ul><ul><ul><li>Get better search engine rankings! </li></ul></ul><ul><li>Guided Navigation </li></ul><ul><ul><li>Intelligent, integrated attribute-led product browse and search </li></ul></ul>
    26. 26. Web Analytics <ul><li>Provides a high-value reporting and Web site analysis solution </li></ul><ul><li>Report on all key business activities: </li></ul><ul><ul><li>Web site statistics </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Campaign Management </li></ul></ul><ul><ul><li>Ordering </li></ul></ul><ul><ul><li>etc </li></ul></ul><ul><li>Different reporting/analytics solutions can be utilised e.g.: </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>BIRT Reporting </li></ul></ul><ul><ul><li>WebTrends </li></ul></ul><ul><ul><li>SpeedTrap for BroadVision </li></ul></ul><ul><ul><li>Existing reporting solution </li></ul></ul>
    27. 27. Global Customers