Salmon n eCommerce
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  • SAFE is Production-ready, but it’s not an “install and go” propositionHelping hand for mid-marketShorter than shrink-wrapped projectSalmon experience and access to Toronto Labs

Transcript

  • 1. Salmon India
    Gurgaon, India
  • 2. Salmon
    Corporate Overview
  • 3. Who are Salmon?
    Diverse Interests and Practice
    Interests in retail, finance, insurance, utilities, ERP.
    Focus on Enterprise architecture , IT / Business Change
    Application management and support
    Innovative Risk Reward Models
    Fixed price
    Managed Risk
    Shared Reward
    Global SI
    Successful track record over 20 years
    ~300 staff
    Privately owned, Financially sound
    Strategic relationship with IBM
    Over 300 fixed price projects delivered on time and to budget with a range of $300K - $16M
    Open, honest and responsive approach
    Strong delivery-focused culture
    Mission critical systems
    Broad and deep expertise in web based applications and technologies
    Specialist skills in highly transactional systems and solutions e.g. B2B and B2C eCommerce, multi-channel integration, Customer Experience / design
    Specialist skills in application support; testing and performance tuning
  • 4. Salmon Global Prescence
    Europe
    Salmon Ltd 2nd Floor 64 Clarendon Road Watford HertsWD17 1DA
    Salmon China Limited 605 Zhongchen BuildingLizeZhongerlu #1Wangjing Science & Technology ParkChaoyang District
    China
    Salmon LLC220 Old Country RoadMineola NY 11501-4271United States of America
    Salmon India504 Tower AIris Tech Park Sector 48 Sohna Road Gurgaon Haryana
    Salmon Asia Pacific Level 1, 299 Elizabeth StreetSydney NSW Australia 2000
  • 5. eCommerce Practice
  • 6. End-to-end eCommerce Services
    2
    Customer Experience
    Customer journey mapping
    Visual design services
    Information architecture
    Application of social media
    Usability
    1
    Consultancy
    Discovery phase readiness/enablement
    Strategy and business case
    Requirements Delivery
    Business Process Mapping
    Package/component/tool
    set selection
    3
    4
    Solution
    Implementation
    Architecture and design
    Build/test/deploy/training
    Performance by design
    Data, systems, 3rd party
    solution integration
    Implementation of best practices
    Application Support
    Application support
    Managed Service (Hosted by 3rd party)
    Monitoring and alerting
    Capacity planning
    Stress testing and performance tuning
  • 7. Salmon WCS Customers
  • 8. Working with Partners
  • 9. What we deliver
    Business/operations processes
    Product range
    Merchandising
    Marketing
    Rich
    Content
    Data
    Code
    Tools
    Pricing
    Fulfilment
    Social
    networking
    Static
    content
    Multi-channel Platform
    “Plumbing”
    (Back-office system integration)
    eComm UK
    eComm Intl.
    EPOS
    Mobile
    Optimised
    Mobile
    Apps
    Kiosk
    Consoles
    …other channels
    skin
  • 10. What is SAFE
  • 11. 10+ YEARS
    OF
    BUILDING
    WEBSPHERE
    COMMERCE
    SOLUTIONS …
    Complex,
    Custom Solutions
    for
    Large Clients
    Best
    Practices
    Knowledge
    Experience
    Delivery
    Capability
    Support
    BitofaHistory
    SAFE™
    Salmon Application Framework for eCommerce
    In other words: we’ve hand-crafted some complex, difficult solutions. We’ve now bundled all of this experience into a framework we call SAFE ™.
  • 12. What is SAFE ?
    Salmon Application Framework for Ecommerce
    A project accelerator
    Extends the WebSphere Commerce Madisons B2C starter store
    Proposition
    Reduce cost, risk and timescales for WCS platform implementation
    Business case
    Pre-built environments
    Pre-integrated solutions
    Shorter project
    Reduced risk
    Reduced cost
  • 13. How does SAFE reduce risk, cost and timescales?
    By avoiding costs that are often overlooked:
    Pre-built software environments
    Automated daily build process
    Pre-built scripting for data propagation
    Automated unit testing
    Also , by providing the ‘hygiene’ factors needed by every website:
    Flexible homepage display (eMarketing spot array)
    Human readable URLs for SEO
    Build and Search static content (as well as products)
    Pre-integration with additional third party services
    Website operational health dashboard
  • 14. SAFE Integrations
    Searches / Results
    SAFE
    Customer ‘back-end’ systems
    or
    Catalogs & products
    Sales Center
    Pricing
    Postcodes / Addresses
    Stock position
    Payment auth / response
    Stores list
    Payment auth / response
    Orders placed
    Order status updates
    Tags
    or
    Customer details*
    Customer details*
    Requests
    New customer account details
    Changes to account details
    Content & images
    Email requests
    Catalog / Rating
    Salmon
    Support
    iFrame requests
    SMS gateway
    SMS requests
    * Does not include order history information
  • 15. SAFE: A Summary
    • Open License
    • 16. Exclusive license to the SAFE source code
    • 17. Enhance at your will!!
    • 18. Mgmt Center (Content Management) extensions
    • 19. Best of Breed Options:
    • 20. Search / Filtering: Mercado / SOLR
    • 21. Analytics: CoreMetrics, Google
    • 22. Payment: Cybersource
    • 23. Ratings & Reviews: Bazaar Voice
    • 24. UI Design Service
    • 25. Store templates
    • 26. Integration
    • 27. Product, Category, Bundle / Kit, Pricing, Shipping Methods, Stock Levels, Order Export
    • 28. XML or CSV
    • 29. Built on IBM Websphere Commerce™ Enterprise Server
    • 30. eCommerce Components
    • 31. Developed, tested and pre-configured
    • 32. Reusable
    • 33. Customizable
    • 34. Production Ready
    • 35. Go to market in 30-90 days
    • 36. www.hawkshead.com live in 35 days!!
    • 37. Best practices
    • 38. Extended sites
    • 39. Scotts of Stowe have deployed 14 web properties within a single instance of IBM Commerce running SAFE
    • 40. Create a virtual brand
    • 41. Create a country brand
  • SAFE: take the pain out of hosting
    Managed Hosting
    We work directly with a hosting partner, design the architecture, configure the servers, and fine tune the hosted environment. Out customers receive the final Proposal, sign it, and that is it!
    100% uptime with Rackspace, in-house hosting or your partner of choice
  • 42. SAFE: UI Design Service
    UI Design Service
    CSS Compliant Designs
  • 43. Project Methodology
  • 44. Principles of development
    Early project acceleration (repeatable building blocks): SAFE
    Avoidance of “black hole” development
    Understanding scope and architectural design early
    Fast, visible releases
    Detail business rules as we go (because the other way doesn’t work)
    Stay out of the box wherever possible (future proof)
    Tight design and development control
    Happy customer = long term partnership
  • 45. Development process
    Analysis stream
    SDD
    User
    Stories
    Discovery
    Application training, familiarisation, support
    workshops
    Part I: Context
    Part II: Visual design
    Part III: Functional
    Part IV: Non-functional
    Part V: Plan
    Part VI: Common schedule
    base SDD
    wireframes
    Development stream
    Dev: Fortnightly release cycles
    SAFE
    Foundation
    System testing
    Final UAT
    Live
    SAFE
    Continual release testing
    Data
    Daily build environment
    Core architectural design
    SAD
    Core integration design
    SAD
  • 46. Who’s winning?
  • 47. Who’s winning?
    Sleepy’s
    The Mattress Professionals
    www.sleepys.com
    After 6 months, already the biggest store
    Profitable and growing fast (promotions, expanding product line, and territory)
    www.mattress.com “Extended Site”
  • 48. Who’s winning?
    ICI Paints
    www.dulux.co.uk
    + 13 b2c websites
    + 16 b2b websites
    > xxx
    > xxx
    > xxx
    30 Sites, one framework to support extended sites
    Deeper engagement with Web 2.0
    Extensible
  • 49. Who’s winning?
    Halfords
    www.halfords.com
    > 250% Sales Growth
    > 60% Visitors Growth
    Live in < 90 Days
    Halfords’ online sales soar 250%
    Second most visited sports and leisure website in the UK
    Highest turnover ‘Store’
  • 50. Who’s winning?
    www.homebase.co.uk
    www.argos.co.uk
    Online reservations growing by 43%
    Internet sales overall represent 18% of sales
  • 51. The eCommerce Conundrum
  • 52. Sophistication
    Low cost of entry
    Traditionally poor correlation
  • 53. Sophistication
    Low cost of entry
  • 54. Sophistication
    Low cost of entry
    Current site is ‘held together by string’
  • 55. Sophistication
    Low cost of entry
    Customer Experience is inconsistent at best
  • 56. Sophistication
    Low cost of entry
    Current site won’t cope
    with Xmas peak
  • 57. Sophistication
    Low cost of entry
    We can’t add a new channel the way we would like
  • 58. Sophistication
    Low cost of entry
    All our efforts are focussed on keeping
    the lights on – we can’t drive our business
  • 59. Sophistication
    Low cost of entry
    The business users don’t have control over the
    site – we can’t make changes when we want to
  • 60. Sophistication
    Low cost of entry
    We have to rely on a third party to
    make changes to the site and they
    don’t have the resource to support it
  • 61. Sophistication
    Low cost of entry
    The cost of adding new “commodity”
    functionality is high
  • 62. Sophistication
    Low cost of entry
    Internal delivery is focussed
    on other initiatives
  • 63. Sophistication
    Low cost of entry
    Current site won’t scale to support our business growth
  • 64. Sophistication
    Low cost of entry
    Platform replacements
    Failed projects
    Poor customer experiences
    Bad publicity
  • 65. Innovative online solution with
    tailored offerings
    e.g. Reserve and Collect,
    visual search, single page
    checkout, multi channel
    integration
    eCommerce with SAFE
    Higher
    Revenue
    /Sophistication
    Wants and Needs
    Reduce risks
    Reduce costs now and down the line
    Focus on your Business/your Customer
    Be assured
    Lower
    Effort / Investment
    Lower
    Higher
  • 66. Salmon India Ltd 504, Tower - A
    Iris Tech Park
    Sec - 48, Sohna Road
    Gurgaon - 122001
    Tel: +11 91 124 4221591
    Unique Approach • Unique Solutions
    Salmon LLC220 Old Country RoadMineola NY 11501-4271United States of America Tel: 001 516 742 7888 Fax: 001 516 742 9169
    Salmon Asia Pacific
    (Pty Limited)Level 1, 299 Elizabeth StreetSydney NSW Australia 2000 Tel: +61 (0)2 8251 0044 Fax: +61 (0)2 8251 0097
    Salmon China Limited 605 Zhongchen BuildingLize Zhongerlu #1Wangjing Science & Technology ParkChaoyang DistrictBeijing 100102China Tel:  +86 (0) 10 6439 8779
    Fax:  +86 (0) 10 6439 8665
    Salmon Ltd64 Clarendon Road Watford Hertfordshire WD17 1DA
    United Kingdom
    Tel:  +44 (0) 1923 320 000 Fax:  +44 (0) 1923 320 023
  • 67. SAFE™
    Features in Action
  • 68. UI Design. Tuned to perform, designed to sell!!
    UI Design Service: Layout And Style Sheet (CSS) Development. Includes Home Page, Product Listing, Product Detail, Check-Out, Static Pages etc.
    Tuned for performance, designed to sell!!
  • 69. Home Page: flexible and compelling
    Home Page Promotion
    Free Shipping for orders > $399.99
    Flexible template.
    Linked to
    e-Marketing Spots
  • 70. Header / Footer, the way you want it
    Header Links
    Footer Links
    User Maintained
  • 71. Static Content, under your control
    Templates
    Multi Dimensional
    User Maintained
  • 72. Navigation controls for guided shopping
    Main Navigation Bar Component
    Maintained in the Product Catalog
  • 73. Categories, by type, by brand
    Categories
    By Type
    By Brand
    By how-you-want-it
    Maintained in the Product Catalog
  • 74. Product Listing
    Product Listing
    Maintained in the Product Catalog
  • 75. Product Listing Features
    Paging, Sorting, Control Results
  • 76. Faceted Navigation, it’s not just the first page
    Lucene / SOLR Integration
    User Maintained
  • 77. Rich Search, via SOLR
    Site Search, via SOLR
  • 78. “Quick Look”
    Change attributes,
    change price
    Skip to
    next product
  • 79. Product Comparison: Drag and Drop
    Drag and Drop
    Into Product Comparison
    Component
  • 80. Product Comparison: Side by Side
  • 81. Product Detail, the way you need them
    Maintained in the
    Product Catalog
    Styled and designed for your customers
    WWW.SLEEPYS.COM: Known and trusted brand. Designed for shoppers who will learn about sleep, learn about mattresses, and be led through the sale.
  • 82. Product Detail, the way you need them
    Designed to Sell! Sell! Sell!
  • 83. Product Detail, inventory aware
    Inventory Aware
  • 84. Cross-sell, Up-Sell, increase order $$
    Alternate,
    Recommended,
    You-May-Also-Like
  • 85. Ratings & Reviews improve conversion
    67% of shoppers spend more online after recommendations from online community of friends. (Internet Retailer, September 2009)
  • 86. SEO, increase traffic, increase revenue
    SEO friendly URL’s
    http://www.petsathome.com/shop/automatic-2-meal-cat-and-small-dog-feeder-by-petmate-15309
    User Maintained Meta Data
    Home Page
    Products
    Categories
    Static Pages
  • 87. Check Out, quick, safe and secure
    Cybersource, 3dSecure,
    Paypal
  • 88. Store Locator, cross channel consideration
    Integration with Google Maps
  • 89. Extend & Customize: Selfridges Dressing Room
  • 90. Extend & Customize: Mattress Finder
    Step by Step Custom Mattress Finder for www.mattress.com
  • 91. Extend & Customize: Mattress Finder
    Jump to results
    or
    continue selections
  • 92. Extend & Customize: Integrate with other channels
    • Customer purchased from the Store
    • 93. Retrieves Order Details Online
    • 94. Pays Balance Online, prior to delivery
  • Extend & Customize: 3rd Party Integration
  • 95. Who are Salmon?
    2008
    2007
    2006
    2005
    2004
    2003
    2002
    2001
    2000