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How they can …

How they can
co-operate for a better "Shopping Experience“

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  • 1. WebSphere Commerce + WCM How they canco-operate for a better"Shopping Experience“ Claudia Degli EspostiSWG-Industry Solution
  • 2. A complete Solution – Smarter Commerce Buy Market Sourcing, Insight Strategy Targeted and controlling personalized and marketing procurement Buy Market across all of goods and customer services interactions Customer Service Sell Servicing Service Sell Enables selling customer and fulfillment needs across of products all interaction and services channels across all channels Engagement
  • 3. The Smarter Commerce product portfolio CUSTOMER VALUE STRATEGY CORE BUSINESS SOLUTIONS Buy Market Sell Service Emptoris • Spend Analysis Unica Emptoris • Sourcing • Resource Mgmt • Contract Management • Contract Management • Campaign Mgmt Sterling Commerce • Marketing execution WebSphere Commerce • Delivery & service Scheduling • Supplier Lifecycle Management •Cross-Channel Selling • Performance • Reverse Logistics • Category Compliance Management • Customer-centric Shopping • Analysis Experience Sterling Commerce • B2C/B2B Storefronts • Order Management • Precision Marketing • Configuration, Pricing, Quoting Sterling Commerce • Multi-vendor catalog IBM Case Manager Coremetrics • Case Design, Run-time, • Transportation Management • Analytics & Reporting • Warehouse Management • Transportation Management Analytics • Supply Chain Visibility • Segmentation • Collaboration • B2B Integration • Search Optimization • Supply Chain Visibility • B2B Integration • Rules & Events • Supplier Portal Vendor Compliance Retail Store Solutions • Retail POS Solutions DemandTec • Self-Service Portal/Kiosk • Price, Promotion, • POS Applications ILOG Supply Chain Merchandising ILOG Supply Chain Unica • Product Optimization • Marketing Analytics • Network Optimization • Service messaging • Inventory Optimization • Transportation Optimization • Notifications CUSTOMER INSIGHT SOLUTIONS3
  • 4. WebSphere Commerce solutionStarter StoreCatalog ManagementPromotionMarketingSearchMobileSocialMultiBrand/MultiSiteBack-end integration
  • 5. WebSphere Commerce V7 Highlights  Precision Marketing  Mobile Commerce Automated, one-to-one marketing Mobile shopping, based on preference and behavior marketing messages, across multiple channels order status & list  Social Commerce Ratings & Reviews, Blogs,  Management Center Photos, and Profiles Business tools for Dialog Builder, Segmentation & Marketing Spots  B2B Starter Store Web 2.0 based store model for rich & streamlined experience  Improved Foundation Underlying software stack updated to WAS 7, DB2 v9.55
  • 6. Management Center Tools Tool Tab Store List Menu bar Toolbar Search Box List View Utilities Pane Explorer View Properties ViewDesigned for Ease of Use Flexibility  Drag-and-drop  Configurable role-based UI by business  Automated task guidance provides step user by step instructions for each activity Integrated  Enhanced rich text editor with rich text &  Designed and integrated with Content HTML views Management Systems and Product  Direct and bulk update of editable fields Information Management solutions in any tables
  • 7. WCM environmentVarious Contributors Various Platforms W Cne tMn g mn e ot n a a e e t b Ee ua le xct b i ta e nr n t Cd oe Pr l e aal l Dv l p e t e eo mn Cnr uos o t ib t r Dt b s s aa a e eta e xr n t Tml tn e p ig a R hHM, ic T L Dp y e t e lomn/ X L .. M, . Pb h g u lis in Vr i n g eso in I tre nen t Wr fo okl w Cnr uos o t ib t r Tx et p ra ot l Tmlae epts
  • 8. WC/WCM Integration Scenarios The following demo is a Proof of Technology that shows 3 integration scenarios between WebSphere Commerce and Web Content Manager. Scenario 1: Adding related content to a product from WCM Content Scenario 2: Populating an e-Marketing spot with WCM Content Scenario 3: Publishing WCM Content to WebSphere Commerce via Dataload Framework8
  • 9. WC/WCM Integration Scenarios Scenario 1: Adding related content Scenario 2: Populating an e-Marketing spot Scenario 3: Publishing to the WC Dataload Framework9 WebSphere Commerce and Lotus Web Content Management Integrated Asset
  • 10. Product related content (1)…
  • 11. …product related content (2)
  • 12. WC/WCM Integration Scenarios Scenario 1: Adding related content Scenario 2: Populating an e-Marketing spot Scenario 3: Publishing to the WC Dataload Framework • Search for WCM content directly from Management Center • Associate WCM content to a WC Product using Drag and Drop • See WCM Content Live on WC Product Page12 WebSphere Commerce and Lotus Web Content Management Integrated Asset
  • 13. WC/WCM Integration Scenarios Scenario 1: Adding related content Scenario 2: Populating an e-Marketing spot Scenario 3: Publishing to the WC Dataload Framework13 WebSphere Commerce and Lotus Web Content Management Integrated Asset
  • 14. e-Marketing spots and content • Defines a piece of real estate on the site for displaying targeted content • Built into the pages by site designers during development • Utilized by LOB user to deliver marketing activities to customer segments • Default or dynamic content in marketing spot via web activity
  • 15. Customer Centricity: Precision Marketing•Precision Marketing provides automated, one-to-one, dynamic merchandisingand marketing based on individual preferences and shopping intentions•WC processes triggers and based on previously-defined flexible rules, it initiatesan action that can be routed through any WC-controlled touchpoint•Integrated solution handles on-going dialog with customers, over time, acrosschannels as customers behavior changes Triggers Actions • Pages viewed • Custom landing page • Location • Custom Email or SMS • Past purchases • Custom product or category page • Clicks • Social Participation WebSphere Commerce • Targeted Cross-sells & Up-sells • Segment/Persona Marketing Engine • Promotion membership • Open/un-open email • Marketing campaign • Web / kiosk / mobile / • Web / mobile / kiosk call center / POS • Other • Other16 -
  • 16. Web Activity for WCM Dynamic Content ACTION TARGET TRIGGER
  • 17. WC/WCM Integration Scenarios Scenario 1: Adding related content Scenario 2: Populating an e-Marketing spot Scenario 3: Publishing to the WC Dataload Framework • Insert WCM Content into an eSpot as Default Content • Schedule WCM Content into an eSpot using a Web Activity • New “Display WCM Content” Action in Activity Builder18 WebSphere Commerce and Lotus Web Content Management Integrated Asset
  • 18. WC/WCM Integration Scenarios Scenario 1: Adding related content Scenario 2: Populating an e-Marketing spot Scenario 3: Publishing to the WC Dataload Framework19 WebSphere Commerce and Lotus Web Content Management Integrated Asset
  • 19. IBM WCM and WebSphere Commerce Web Feed Integration Admin WebSphere Commerce Configure RSS/ATOM Feeds Connector Content AttachmentIBM WCM Dataload (feed Framework DB reader)
  • 20. Publishing in WCM – Feeding WC Triggers the web-feed integration. Two piece of content are generated and loaded in WC: Asset and Content
  • 21. WC/WCM Integration Scenarios Scenario 1: Adding related content Scenario 2: Populating an e-Marketing spot Scenario 3: Publishing to the WC Dataload Framework • Use WCM Workflow to Initiate Web Feed dataload in WC • Web Feed dataload creates a WC Attachment object • Enhancement of Web Feed dataload to create WC Marketing Content23 WebSphere Commerce and Lotus Web Content Management Integrated Asset
  • 22. BenefitsWCM and WebSphere Commerce integrate to allow customers to:– Establish smooth co-existence between the web content system and commerce– Provide business people with easy-to-use tools to keep the content up to date and make changes themselves.– The core benefits of e-spots and content spots: promote products, offers and other marketing content.– By separating the content from the presentation layer, it gives business users the flexibility and control to mange the content to optimize the online sales, branding and marketing effort.– Deliver responsiveness and reliability at a lower cost by working smarter -- using faster performing and easier tools such as the Ephox rich-text editor– Realize greater efficiencies with streamlined business processes and uptake by the content community with WCM V7 tools like - Simpler authoring forms - Improved rich text editor - Updated dialog boxes - Reduced click streams for simple actions– Out of the box integration points for IBM WebSphere Commerce including WebSphere Dynacache to give site developers a single tool for achieving excellent Web site performance– Scalability, reliability, and performance based on the WebSphere Application Server foundation– The easy content creation and manipulation capabilities mean that you can drastically reduce the time required to deploy or change content
  • 23. Other integrations?• Lotus Sametime• Lotus Connection• Portal and WebSphere Commerce• …?
  • 24. http://www.dahl.se/wps/wcm/connect/Dahl/dahl/ WebSphere Portal: • Documentation • Brochures • Product manuals • Utilities •… Logon as Guest (or as registered user): this enters the WebSphere Commerce site (see next page)
  • 25. http://eshop.dahl.se/webapp/wcs/stores/servlet/TopCategoriesDisplay?langId=46&storeId=10551&catalogId=10001
  • 26. What is an Exceptional Web Experience?
  • 27. Grazie agli sponsor per aver reso possibile i Dominopoint Days 2012! Main Sponsor Vad sponsor Platinum sponsor Gold sponsor