0
Smarter Commerce Abraham Geifman – Especialista de Industria Sector Retail
El mercado global de Retail creció 4.1% <ul><li>Históricamente </li></ul><ul><li>El mercado creció en CAGR un 4.1% de 2004...
Indicadores del sector Retail en México
Y en solo 6 años se duplicará el número de usuarios
¿Por que compramos en línea?
Gracias Volaris e Interjet !!
El valor del mercado B2C creció 85% en el 2009
Esquema actual en varios retailers Proveedores Distribuidores Almacenes DCs Tienda 3 Call Center / Tienda 4 Web / Tienda 5...
Esquema de Smarter Commerce Sistemas Back-End ERP / CRM Mainframe Bases de datos Múltiples Catálogos Productos Servicios M...
Call Center Consumidor Web Mobile Store POS & Kioscos Para un consumidor Omnipresente Redes Sociales F-Commerce Co-Shoppin...
At IBM we  call the approach forward :  Smarter Commerce  Smarter Commerce combines IBM products, services, and assets int...
IBM tiene un ofrecimiento sin precedentes para cubrir todo el ciclo de Smarter Commerce Soportado por infraestructura de a...
IBM’s  integrated retail portfolio  for Smarter Commerce Supply & Merchandise Market Sell Serve How do I engage with them?...
Un consumidor es identificado por haber visto un anuncio en línea, seleccionado por  Coremetrics El consumidor entra al si...
MERCADOTECNIA
Offers Contact history Segments Response history Logic Ciclo de campañas Multiwave scheduling List generation Optimization...
Productos de Enterprise Marketing Management Facilitates  collaboration and cross-channel planning, design, execution, and...
Visión funcional X-sell X-sell Info Real-time Best Offers and Data Session Data and Requests Call Center Stores Triggered ...
Unica Optimization <ul><li>Design and run individual campaigns to  generate proposed contacts </li></ul><ul><li>Run the  o...
Unica eMessage - Editor Personalization fields Conditional content Email Preview
Unica eMessage – Message Preview
Unica eMessage - Delivery Report
Coremetrics
VENTAS
WebSphere Commerce Interaction Management Configurable Business Processes Tooling and Foundation <ul><li>Contracts & Relat...
LOGISTICA
Es posible satisfacer la demanda de manera múltiple Tienda Hacer pedido Checar Status Cancelar Orden Devolución Programar ...
Sterling Order Management  como plataforma para los sistemas complejos de venta y satisfacción Canales Transportación Gest...
REFERENCIAS
Abraham Geifman Especialista de Industria / Sector Retail Tel. (55) 5270-6288 Correo: geifman@mx1.ibm.com MUCHAS GRACIAS !
Upcoming SlideShare
Loading in...5
×

E commerce

1,533

Published on

IBM presentation by Abram Gelfman 2011

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,533
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
51
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • The reason most companies turn to us is that Selling and Fulfillment across an extended supply chain has become complex due the myriad of choices that must now be provided to stakeholders in this process. Customers are demanding more options such as buying on-line and picking up in store Customers also want the option of returning items across channels The most efficient way to fulfill an order may now be with a partner product that is shipped directly to a customer Disparate systems create process gaps that are currently being filled with manual processes All of these issues create inefficiencies and lost revenue. The current systems are not flexible enough to provide a single view of all orders, inventory, and returns. They also do not have the ability to make changes to these systems quickly and efficiently when business opportunities dictate.
  • The reason most companies turn to us is that Selling and Fulfillment across an extended supply chain has become complex due the myriad of choices that must now be provided to stakeholders in this process. Customers are demanding more options such as buying on-line and picking up in store Customers also want the option of returning items across channels The most efficient way to fulfill an order may now be with a partner product that is shipped directly to a customer Disparate systems create process gaps that are currently being filled with manual processes All of these issues create inefficiencies and lost revenue. The current systems are not flexible enough to provide a single view of all orders, inventory, and returns. They also do not have the ability to make changes to these systems quickly and efficiently when business opportunities dictate.
  • At IBM, we call the path forward Smarter Commerce It starts with putting the customer at the center of your operations – which is itself is not a new idea – however, truly operationalizing it in today’s world of mobile/ social, ‘instant business’ means clients must leverage and act on insights generated through mobile and social commerce. It helps them more effectively buy market sell and service – improving margins, creating new revenue streams – improving efficiency and providing improved outcomes through out their entire value chain
  • Here you can see how Coremetrics fits with Unica and IBM’s other marketing, sales and fulfillment offerings. Unica focuses on the beginning of the marketing chain – demand generation, email, and marketing automation. Coremetrics provides analytics about website visitors, their behaviors and conversions, and leverages this data in a suite of online marketing applications for email, display advertising, search, recommendations and social analytics. Moving down the chain WebSphere and Sterling are transactional engines, while ILOG can drive supply chain and fulfillment with its rules engines.
  • The winners in tomorrow&apos;s commerce world will deliver a “Smarter Commerce” experience – one that is cross-channel by design, allowing customers to shop or buy seamlessly across channels and touch points. An experience that is informed by customer insights and is able to deliver product recommendations that are not only highly relevant, but also timely in nature. Smarter Commerce will benefit from highly efficient marketing capabilities that allow for a consistent message to be delivered across all mediums. And finally, Smarter Commerce will use intelligence gathered from an optimized supply chain to ensure that products and services will be fulfilled accurately and efficiently. IBM’s integrated portfolio for Smarter Commerce is comprehensive, covering Value Chain Strategy and Services (Consulting) – enabling solutions for core business processes, advanced analytics and workload optimized systems. Mapping back to the 3 things we mentioned that clients need to get right: Strategy – IBM can help clients analyze, refine, and redefine their value chain strategies Engagement - Improve and transform their customer &amp; partner engagement through core business solutions across all of these elements leveraging a best of breed portfolio of software, services and systems – such as retail store systems Insight - And continually evolve their value chain leveraging analytics to turn insight into action And very importantly, enabled by our workload optimized systems – more demand, more devices, more data has led to dramatic increases in the need for storage and server capacity as well as computing power. It has never been more important to have highly efficient systems –optimized for these workloads – and we have a portfolio perfectly tailored to meet those needs. IBM has depth and range to address all of the processes here – and do so in an integrated way.
  • Start anywhere, end anywhere is the whole interaction process. You can start on a Social Networking site where you see an Ad for a TV .. This ad was targeted to you based on your shopping behavior &amp; profile via Analysis done by SPSS &amp; Coremetrics. You decide to click on a link that takes you to a retailer website powered by WebSphere Commerce, where you complete your shopping and check out. You decide later to access your order via your Mobile device leveraging WebSphere Commerce’s Mobile store application. You modify the pick up location to be in-store. You head over to the store the next day and the checkout clerk is able to access your order via the Retail Store Solutions POS system and even provides you with a recommendation for speakers to go with your TV (powered by Unica)
  • These are the key functional areas required for marketing success in creating relevant customer interactions and long term relationships. Customer Awareness: Know everything there is to know about your customers and prospects Centralized Decisioning: Decide what should happen next in your ongoing dialogue with each customer and prospect Cross-channel execution: Put the message in front of customers and prospects, using the right channel at the right time Integrate Marketing Operations: Automate the “back office” of marketing to increase collaboration, efficiency and precision of marketing work
  • What do we mean by &apos;transformation&apos; and allowing our customers to think about how better to align with the consumer. No other industry changes as rapidly retail. Let&apos;s get into details… Depending on the history of the retailer, the customer experience started with the store as the primary channel. Then retailers adopted a direct-to-consumer strategy (or visa versa) with a catalog and call center. About 10 years ago, along came a new transformational channel called the Internet/web channel. And most recently, we&apos;ve seen the mobile channel shake-up the industry. And we don&apos;t know what is coming next, but we know one thing for certain – change will be constant. Along with the proliferation of channels, consumers began to change their shopping patterns. And there was no longer a linear path that consumers followed in the buying experience. Instead, they leveraged each of these channels to serve purposes specifically for their use. And to make it more challenging, consumers created a matrix of how they went through their buying experiences – meaning there was no single path that the retail could optimize, it had to be adaptable, flexible and capable of servicing the customer in real-time through every channel. How do you create an environment for your customers to seamlessly interact with you by any means? &lt;click&gt; - does your customers shop like this? &lt;click&gt; - or like this?
  • Transcript of "E commerce"

    1. 1. Smarter Commerce Abraham Geifman – Especialista de Industria Sector Retail
    2. 2. El mercado global de Retail creció 4.1% <ul><li>Históricamente </li></ul><ul><li>El mercado creció en CAGR un 4.1% de 2004 al 2008 </li></ul><ul><li>El 2008 presentó una caída global </li></ul><ul><li>Hacia el futuro </li></ul><ul><li>El crecimiento se acelerará a un CAGR of 4.8% del 2008 al 2013 </li></ul><ul><li>Expectativas </li></ul><ul><li>Crecimiento de Internet como canal </li></ul><ul><li>Mayor productividad </li></ul><ul><li>Mayor demanda hacia productos de mayor calidad. </li></ul>Global Retail Industry Market value & Growth rate, by value Source : Datamonitor, Global Retailing
    3. 3.
    4. 4. Indicadores del sector Retail en México
    5. 5. Y en solo 6 años se duplicará el número de usuarios
    6. 6. ¿Por que compramos en línea?
    7. 7. Gracias Volaris e Interjet !!
    8. 8. El valor del mercado B2C creció 85% en el 2009
    9. 9. Esquema actual en varios retailers Proveedores Distribuidores Almacenes DCs Tienda 3 Call Center / Tienda 4 Web / Tienda 5 Tienda 1 Clientes Tienda 2
    10. 10. Esquema de Smarter Commerce Sistemas Back-End ERP / CRM Mainframe Bases de datos Múltiples Catálogos Productos Servicios Múltiples Segmentos Consumidor Distribuidor Corporativo Múltiples Canales Tienda Catálogo / Call Center Broker Distributors / Resellers Internet Kioskos M-Commerce Múltiples Métodos de entrega Bodegas Tiendas Proveedores Cruce de andén Distribuidores Brokers Opciones de productos Configuraciones Múltiples Negocios Marcas Divisiones Unidades de negocio Adquisiciones Bancos Proveedores Distribuidores Carriers/ 3PL Aduanas Almacenes DCs Tienda 3 Call Center Web Catálogo Tienda 1 Clientes Tienda 2
    11. 11. Call Center Consumidor Web Mobile Store POS & Kioscos Para un consumidor Omnipresente Redes Sociales F-Commerce Co-Shopping Códigos 3D Obtención de facturas Seguimiento y modificación de órdenes
    12. 12. At IBM we call the approach forward : Smarter Commerce Smarter Commerce combines IBM products, services, and assets into an integrated approach to help retailers put the customer at the center of their business Market Supply & Merchandise Serve Sell Creates personalized and relevant offers with seamless cross-channel interactions Drives intelligent and adaptive supply networks based on consumer demand Anticipates behavior and delivers flawless customer service across all channels Enables customers and partners to buy what they want, anytime and anywhere What value should I bring? How should I engage with them? Who is my customer? Customer
    13. 13. IBM tiene un ofrecimiento sin precedentes para cubrir todo el ciclo de Smarter Commerce Soportado por infraestructura de aplicaciones, bases de datos y Middleware de IBM <ul><li>WebSphere Commerce </li></ul><ul><li>Web Portal Development </li></ul><ul><li>e-commerce </li></ul><ul><li>Marketing </li></ul><ul><li>Mobile Shopping </li></ul><ul><li>Coremetrics / EMM </li></ul><ul><li>Analytics </li></ul><ul><li>Segmentation </li></ul><ul><li>Reporting </li></ul><ul><li>Search Optimization </li></ul><ul><li>Mobile </li></ul><ul><li>Sterling Commerce </li></ul><ul><li>Cross Channel Order Management </li></ul><ul><li>Configuration </li></ul><ul><li>Pricing </li></ul><ul><li>Multi-vendor catalog </li></ul><ul><li>Quoting </li></ul><ul><li>Sterling Commerce </li></ul><ul><li>Distributed Order Sourcing </li></ul><ul><li>Warehouse Management </li></ul><ul><li>Transportation Management </li></ul><ul><li>Supply Chain Visibility </li></ul><ul><li>Unica / EMM </li></ul><ul><li>Resource Mgmt </li></ul><ul><li>Campaign Mgmt </li></ul><ul><li>Marketing execution </li></ul><ul><li>Performance </li></ul><ul><li>Analysis </li></ul><ul><li>ILOG Supply Chain </li></ul><ul><li>Optimization </li></ul><ul><li>Rules </li></ul><ul><li>Visualization </li></ul>Entrega / Satisfacción Mercadotecnia Ventas
    14. 14. IBM’s integrated retail portfolio for Smarter Commerce Supply & Merchandise Market Sell Serve How do I engage with them? What value should I bring? Commerce and Customer Strategy Establish vision and roadmap focused on customer experience and outcomes Innovation and Business Value Innovate business and technology model to drive value to the customer <ul><li>Inventory Optimization </li></ul><ul><li>Trading Partner Enablement </li></ul><ul><li>Network Optimization </li></ul><ul><li>Supply Chain Visibility </li></ul><ul><li>Logistics Management </li></ul><ul><li>Cross-Channel Campaign/Lead Management </li></ul><ul><li>Customer Segmentation </li></ul><ul><li>Marketing Spend Optimization </li></ul><ul><li>Customer Behavior Analytics </li></ul><ul><li>Search Optimization </li></ul><ul><li>Cross-channel Commerce </li></ul><ul><li>Multi-Enterprise Order Mgmt </li></ul><ul><li>Fulfillment Optimization </li></ul><ul><li>Mobile and Social Commerce </li></ul><ul><li>Point of Sale and Kiosk </li></ul><ul><li>Digital Promotions/Loyalty </li></ul><ul><li>Contextual Recommendations </li></ul><ul><li>Inventory Visibility </li></ul><ul><li>Contact Center Optimization </li></ul><ul><li>Customer Self-Service </li></ul><ul><li>Order Visibility </li></ul><ul><li>Delivery and Install Scheduling </li></ul><ul><li>Returns Management </li></ul>Operating and Organization Models Align merchandising, marketing, store operations and supply chain to engage customers Advanced Analytics and Master Data Cross-Channel Analytics | Customer Segmentation | Action Clusters | Predictive Analytics | Web and Social Analytics | Master Data Workload Optimized Systems IBM Systems, Storage and Software focused on agility, integration and automation to drive relevant business outcomes Who is my customer?
    15. 15. Un consumidor es identificado por haber visto un anuncio en línea, seleccionado por Coremetrics El consumidor entra al sitio y guarda su selección en el carrito de compras a través de WebSphere Commerce Luego llama al call center para checar el tiempo de entrega. El call center le confirma que su TV se encuentra en la sucursal más cercana lista para entrega. El consumidor visita la tienda para recoger su TV y revisa su orden via IBM Kiosk/POS El Kiosko le ofrece una garantía extendida. Utiliza su teléfono móvil para comparar precios y completar su orden El consumidor recibe promoción personalizadas para una TV a través de Unica Una transacción habitual de Smarter Commerce
    16. 16. MERCADOTECNIA
    17. 17. Offers Contact history Segments Response history Logic Ciclo de campañas Multiwave scheduling List generation Optimization Contact history Offer management Strategic segments Target cell spreadsheet Approvals Sizing Optimization Rules Segmentation & targeting Offer & channel assignment Output formatting Campaign validation Campaign performance Offer performance ROI analysis Response attribution Response history
    18. 18. Productos de Enterprise Marketing Management Facilitates collaboration and cross-channel planning, design, execution, and measurement. Operations Awareness Decisioning Execution
    19. 19. Visión funcional X-sell X-sell Info Real-time Best Offers and Data Session Data and Requests Call Center Stores Triggered Email Website
    20. 20. Unica Optimization <ul><li>Design and run individual campaigns to generate proposed contacts </li></ul><ul><li>Run the optimization session, review the results & adjust if necessary </li></ul><ul><li>Trigger campaign completion to use optimized contacts </li></ul>CAMPAIGNS PROPOSED Contacts OPTIMIZED Contacts Customer ID Campaign ID Channel ID Offer ID Date Unica Campaign Unica Optimize CONTACT History OTHER Data CONSTRAINTS BUSINESS Rules Unica Optimize
    21. 21. Unica eMessage - Editor Personalization fields Conditional content Email Preview
    22. 22. Unica eMessage – Message Preview
    23. 23. Unica eMessage - Delivery Report
    24. 24. Coremetrics
    25. 25. VENTAS
    26. 26. WebSphere Commerce Interaction Management Configurable Business Processes Tooling and Foundation <ul><li>Contracts & Relationships </li></ul><ul><li>Roles & Member Mgmt </li></ul><ul><li>Business Policies </li></ul><ul><li>Contracts & Entitlements </li></ul><ul><li>Globalization </li></ul><ul><li>Multiple languages & currencies </li></ul><ul><li>Regulations </li></ul><ul><li>Multi-national Sites </li></ul><ul><li>Personalization </li></ul><ul><li>Segmentation </li></ul><ul><li>Promotions </li></ul><ul><li>Targeting </li></ul><ul><li>Catalog & Content </li></ul><ul><li>Content Aggregation </li></ul><ul><li>e-Spots </li></ul><ul><li>Sales Catalogs </li></ul><ul><li>Product Info Mgmt </li></ul><ul><li>Precision Marketing </li></ul><ul><li>Triggers and Actions </li></ul><ul><li>Dialog activity </li></ul><ul><li>Promotions, Discounts, Coupons </li></ul><ul><li>A/B Testing </li></ul><ul><li>Affiliate Marketing </li></ul><ul><li>E-mail campaigns </li></ul><ul><li>Merchandising </li></ul><ul><li>Search & Guided Search </li></ul><ul><li>Up-sell, cross-sell, bundles </li></ul><ul><li>Awards & Points </li></ul><ul><li>Gift Center </li></ul><ul><li>Auctions </li></ul><ul><li>Assisted Interactions </li></ul><ul><li>Sales Center </li></ul><ul><li>RFQ & Price Negotiation </li></ul><ul><li>Collaboration </li></ul><ul><li>Order Management </li></ul><ul><li>Order Capture </li></ul><ul><li>Order & Inv. Processing </li></ul><ul><li>Approval Workflow </li></ul><ul><li>Cross-Channel Order Mgmt </li></ul><ul><li>Pricing and Payments </li></ul><ul><li>Extended Sites </li></ul><ul><li>Multiple Sites </li></ul><ul><li>Business User Tooling </li></ul><ul><li>Management Center </li></ul><ul><li>Workflow & Workspaces </li></ul><ul><li>Developer Tooling </li></ul><ul><li>Rational App. Developer (RAD) </li></ul><ul><li>Foundation </li></ul><ul><li>WAS v7 </li></ul><ul><li>DB2 </li></ul><ul><li>Lotus </li></ul><ul><li>Tivoli </li></ul>Brand Experience <ul><li>Direct channels </li></ul><ul><li>Cross-channel optimization </li></ul><ul><li>Web stores </li></ul><ul><li>Mobile store </li></ul><ul><li>Sales Center </li></ul><ul><li>Kiosk </li></ul><ul><li>Gift registry </li></ul><ul><li>POS support </li></ul><ul><li>Extended channels </li></ul><ul><li>Social integration </li></ul><ul><li>Ratings & reviews </li></ul><ul><li>Remote widgets </li></ul><ul><li>Affiliates </li></ul><ul><li>Partners </li></ul><ul><li>Comparison shopping </li></ul>
    27. 27. LOGISTICA
    28. 28. Es posible satisfacer la demanda de manera múltiple Tienda Hacer pedido Checar Status Cancelar Orden Devolución Programar entrega Cambiar pedido Pickup I nvestigar productos Hacer pedido Checar Status Cancelar Orden Devolución Programar entrega Cambiar pedido Recoger producto I nvestigar productos Móvil Hacer pedido Checar Status Cancelar Orden Programar entrega Cambiar pedido Recoger producto I nvestigar productos Web Devolución Call Center Hacer pedido Checar Status Cancelar Orden Devolución Programar entrega Cambiar pedido Recoger producto I nvestigar productos
    29. 29. Sterling Order Management como plataforma para los sistemas complejos de venta y satisfacción Canales Transportación Gestión de almacenes Visibilidad de la cadena de suministro Reposición de Inventarios Sterling Order Management Reglas de negocio para suministro Sincronización de Inventarios Colaboración Operación de logística Punto de venta Captura de órdenes Validación de pagos
    30. 30. REFERENCIAS
    31. 31. Abraham Geifman Especialista de Industria / Sector Retail Tel. (55) 5270-6288 Correo: geifman@mx1.ibm.com MUCHAS GRACIAS !
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×