Salmon India<br />Gurgaon, India<br />
Salmon<br />Corporate Overview<br />
Who are Salmon?<br />Diverse Interests and Practice<br />Interests in retail, finance, insurance, utilities, ERP. <br />Fo...
Salmon Global Prescence<br />Europe<br />Salmon Ltd 2nd Floor 64 Clarendon Road Watford HertsWD17 1DA<br />Salmon China Li...
eCommerce Practice<br />
End-to-end eCommerce Services<br />2<br />Customer Experience<br />Customer journey mapping<br />Visual design  services<b...
Salmon WCS Customers<br />
Working with Partners<br />
What we deliver<br />Business/operations processes<br />Product range<br />Merchandising<br />Marketing<br />Rich<br />Con...
What is SAFE<br />
10+ YEARS<br />OF<br />BUILDING<br />WEBSPHERE<br />COMMERCE<br />SOLUTIONS …<br />Complex, <br />Custom Solutions <br />f...
What is SAFE ?<br />Salmon Application Framework for Ecommerce<br />A project accelerator<br />Extends the WebSphere Comme...
How does SAFE reduce risk, cost and timescales?<br />By avoiding costs that are often overlooked:<br />Pre-built software ...
SAFE Integrations<br />Searches / Results<br />SAFE<br />Customer ‘back-end’ systems<br />or<br />Catalogs & products<br /...
SAFE: A Summary<br /><ul><li>Open License
Exclusive license to the SAFE source code
Enhance at your will!!
Mgmt Center (Content Management) extensions
Best of Breed Options:
Search / Filtering: Mercado / SOLR
Analytics: CoreMetrics, Google
Payment: Cybersource
Ratings & Reviews: Bazaar Voice
UI Design Service
Store templates
Integration
Product, Category, Bundle / Kit, Pricing, Shipping Methods, Stock Levels, Order Export
XML or CSV
Built on IBM Websphere Commerce™ Enterprise Server
eCommerce Components
Developed, tested and pre-configured
Reusable
Customizable
Production Ready
Go to market in 30-90 days
www.hawkshead.com live in 35 days!!
Best practices
Extended sites
Scotts of Stowe have deployed 14 web properties within a single instance of IBM Commerce running SAFE
Create a virtual brand
Create a country brand</li></li></ul><li>SAFE: take the pain out of hosting<br />Managed Hosting<br />We work directly wit...
SAFE: UI Design Service<br />UI Design Service<br />CSS Compliant Designs<br />
Project Methodology<br />
Principles of development<br />Early project acceleration (repeatable building blocks): SAFE<br />Avoidance of “black hole...
Development process<br />Analysis stream<br />SDD<br />User<br />Stories<br />Discovery<br />Application training, familia...
Who’s winning?<br />
Who’s winning?<br />Sleepy’s<br />The Mattress Professionals<br />www.sleepys.com<br />After 6 months, already the biggest...
Who’s winning?<br />ICI Paints<br />www.dulux.co.uk<br />+ 13 b2c websites<br />+ 16 b2b websites<br />> xxx<br />> xxx<br...
Who’s winning?<br />Halfords<br />www.halfords.com<br />> 250% Sales Growth<br />> 60% Visitors Growth<br />Live in < 90 D...
Who’s winning?<br />www.homebase.co.uk<br />www.argos.co.uk<br />Online reservations growing by 43% <br />Internet sales o...
The eCommerce Conundrum<br />
Sophistication<br />Low cost of entry <br />Traditionally poor correlation <br />
Sophistication<br />Low cost of entry <br />
Sophistication<br />Low cost of entry <br />Current site is ‘held together by string’<br />
Sophistication<br />Low cost of entry <br />Customer Experience is inconsistent at best<br />
Sophistication<br />Low cost of entry <br />Current site won’t cope <br />with Xmas peak<br />
Sophistication<br />Low cost of entry <br />We can’t add a new channel the way we would like <br />
Sophistication<br />Low cost of entry <br />All our efforts are focussed on keeping <br />the lights on – we can’t drive o...
Sophistication<br />Low cost of entry <br />The business users don’t have control over the <br />site – we can’t make chan...
Sophistication<br />Low cost of entry <br />We have to rely on a third party to <br />make changes  to the site and they <...
Sophistication<br />Low cost of entry <br />The cost of adding new “commodity” <br />functionality is high<br />
Sophistication<br />Low cost of entry <br />Internal delivery is focussed <br />on other initiatives<br />
Sophistication<br />Low cost of entry <br />Current site won’t scale to support our business growth<br />
Sophistication<br />Low cost of entry <br />Platform replacements<br />Failed projects<br />Poor customer experiences<br /...
Innovative online solution with <br />tailored offerings<br />e.g. Reserve and Collect, <br />visual search, single page <...
Salmon India Ltd 504, Tower - A<br />Iris Tech Park<br />Sec - 48, Sohna Road<br />Gurgaon - 122001<br />Tel: +11 91 124 4...
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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
  • Salmon n eCommerce

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