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E-Commerce im Großhandelsunternehmen - Von der Idee bis zur Umsetzung

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Dieser Vortrag wurde am Montag, d. 18. November 2013 von Henrik Steffen (Geschäftsführer top concepts GmbH) und Michael Barz (Marketingleiter/CMO Adalbert Zajadacz GmbH) beim AGA Unternehmensverband (Kurze Mühren 2, Hamburg) gehalten. 25 Gäste lauschten dem praxisnahen Vortrag, in dem die beiden Referenten den Relaunch des B2B Online-Shops www.zajadacz.de mit Zahlen, Daten und Fakten erläuterten. Die zahlreichen interessierten Zwischenfragen und die entstandene lebhafte Diskussion machten deutlich, dass 2 Stunden für das spannende Thema E-Commerce im Großhandel viel zu knapp dimensioniert waren.

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E-Commerce im Großhandelsunternehmen - Von der Idee bis zur Umsetzung

  1. 1. top concepts GmbH | Karnapp 25 - 21079 Hamburg E-Commerce im Großhandelsunternehmen Von der Idee bis zur Umsetzung Hamburg am 18. November 2013 Vortrag beim AGA Unternehmensverband Henrik Steffen, Geschäftsführer der top concepts GmbH Michael Barz, Marketingleiter/CMO, Adalbert Zajadacz GmbH 1
  2. 2. Über top concepts Standort: Feste Mitarbeiter: Gründung: Auszeichnungen: top concepts GmbH | Hamburg-Harburg 18 1995 OXID Golden Cart 2012 Karnapp 25 - 21079 Hamburg 2
  3. 3. top concepts GmbH ... ist seit 1995 als Beratungs- und Dienstleistungsunternehmen im E-Commerce Markt positioniert. ist eine der führenden OXID Partner-Agenturen ist eine der wenigen Agenturen, die sowohl Lösungen rund um den OXID eShop, als auch das Shop-Hosting direkt aus einer Hand anbieten. beschäftigt 18 Mitarbeiter, von denen 14 durch die OXID eSales AG zertifiziert wurden. hat besondere Kompetenzen in der Programmierung von Schnittstellen. top concepts GmbH Karnapp 25 - 21079 Hamburg 3 5
  4. 4. 4
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  8. 8. Von der Idee bis zur Umsetzung „Der größte Gewinn liegt in einer guten Vorbereitung“ top concepts GmbH | Karnapp 25 - 21079 Hamburg 8
  9. 9. Die Vorbereitung: Was will mein Kunde? - Idee - Agentur Gespräch / Shop-Analyse - Potential- u. Markt-Analyse - Technische Details / Schnittstellen - Beratung / Workshop / Machbarkeit - Lastenhefterstellung - Pflichtenheft- u. Angebotserstellung - Beauftragung top concepts GmbH | Karnapp 25 - 21079 Hamburg 9
  10. 10. Einrichten des Basis-Setups - Basis-Installation Shop-Software - Grund-Konfiguration des Shops 1 - Internes Projekt-Setup (z.B. Basecamp PJM-Software, Toggl Zeiterfassung, SVN) top concepts GmbH | Karnapp 25 - 21079 Hamburg 10
  11. 11. Erste Umsetzungs-Schritte - Erstellung Feinkonzept 2 - Gliederung & Navigations-Struktur - Aufbau Rahmen (Kopf- u. Fußzeile etc.) - Benutzerführungskonzept / Usability - Wireframes top concepts GmbH | Karnapp 25 - 21079 Hamburg 11
  12. 12. Grafik & Design - Grafische Konzeption in Photoshop: - Startseite 3 - Kategorie- / Listen-Ansicht - Detail-Seite - Check-Out - etc. - Jeweils Abstimmung mit dem Kunden top concepts GmbH | Karnapp 25 - 21079 Hamburg 12
  13. 13. Abnahme Grafik Bis zu diesem Zeitpunkt wurde noch keine einzige Zeile programmiert. ! Im Grafik-Programm können die DesignElemente einfach hin- und hergeschoben werden. Ab Beginn der nächsten Phase sind GrafikÄnderungen mit Mehraufwand verbunden. top concepts GmbH | Karnapp 25 - 21079 Hamburg 13
  14. 14. Einrichten des Staging-Servers Auf dem Staging-Server können auch im späteren Live-Betrieb neue Features präsentiert und getestet werden, ohne damit den Live-Betrieb zu beeinträchtigen. top concepts GmbH | Karnapp 25 - 21079 Hamburg 14
  15. 15. Installation von Modulen (Beispiele) Bezahlarten top concepts GmbH | Karnapp 25 - 21079 Hamburg 15
  16. 16. Installation von Modulen (Beispiele) Web-Controlling Packstation Lieferung top concepts GmbH | Karnapp 25 - 21079 Hamburg Adress-Prüfung 16
  17. 17. Installation von Modulen (Beispiele) Newsletter / E-Mail Marketing Bonitätsprüfung top concepts GmbH | Karnapp 25 - 21079 Hamburg 17
  18. 18. Installation von Modulen (Beispiele) Produktportale und Preisvergleiche Gütesiegel und Kundenbewertungen top concepts GmbH | Karnapp 25 - 21079 Hamburg 18
  19. 19. Individual-Programmierung „Maßgeschneiderte Erweiterungen für die E-Commerce Standard-Software“ top concepts GmbH | Karnapp 25 - 21079 Hamburg 19
  20. 20. Schnittstelle zur Warenwirtschaft Eigenes ERP-System? top concepts GmbH | Karnapp 25 - 21079 Hamburg 20
  21. 21. Branchenspezifische Besonderheiten top concepts GmbH | Karnapp 25 - 21079 Hamburg 21
  22. 22. Produkt-Konfiguratoren top concepts GmbH | Karnapp 25 - 21079 Hamburg 22
  23. 23. Intelligente Suche top concepts GmbH | Karnapp 25 - 21079 Hamburg 23
  24. 24. Interaktive Filter top concepts GmbH | Karnapp 25 - 21079 Hamburg 24
  25. 25. Anbindung externer Systeme OCI IDS UGL top concepts GmbH | Karnapp 25 - 21079 Hamburg 25
  26. 26. Sonstige Beispiele - automatisierte Daten-Exporte (Portale) - Daten-Import / Migrationen - Prozess-Automatisierung - Logistik-Anbindungen - Komplexe Versandkostenermittlung … und vieles mehr! top concepts GmbH | Karnapp 25 - 21079 Hamburg 26
  27. 27. SEO-Konzept / SEO-Coaching - Keyword-Recherche - Mitbewerber-Analyse - onpage-Empfehlungen - redaktionelle Empfehlungen Nach dem Launch: Linkaufbau-Aktivitäten top concepts GmbH | Karnapp 25 - 21079 Hamburg 27
  28. 28. Slicen & Templating - „Zerschneiden“ der Grafiken - Umsetzung des Rahmens in HTML/CSS - ggf. Berücksichtigung „responsive Design“ - Erstellen von CSS-Sprites - Überführung in das Shop-Framework - Interaktive Elemente / JavaScript top concepts GmbH | Karnapp 25 - 21079 Hamburg 28
  29. 29. Zeitplan am Beispiel Zajadacz 01.09.2008 Kontaktaufnahme Agentur Bestandsaufnahme 16.10.2008 Grober Kostenvoranschlag 14.04.2009 Workshop 08.05.2009 Angebot 20.05.2009 Auftrag Umsetzung neue Website top concepts GmbH | Karnapp 25 - 21079 Hamburg 29
  30. 30. Zeitplan am Beispiel Zajadacz 06.10.2009 Shop Meilensteine festlegen Umsetzungs-Phase Geplante Fertigstellung: Tatsächlicher Launch: top concepts GmbH | Karnapp 25 - 21079 Hamburg 16.12.2009 30.01.2010 30
  31. 31. Veränderung von Plangrößen - Terminverschiebung um 6 Wochen Hochzeit Steffen Hochzeit Barz Weihnachten / Feiertage - Budget eingehalten - Server etwas zu klein dimensioniert - System wuchs dann nach und nach weiter top concepts GmbH | Karnapp 25 - 21079 Hamburg 31
  32. 32. Entwicklung des AZ-Shops top concepts GmbH | Karnapp 25 - 21079 Hamburg 32
  33. 33. IT-System - Hardware-Anforderungen im Vergleich zu B2C-Shops geringer - Sichere Anbindung zur Wawi-Software - Daten-Abgleich asynchron / inkrementell top concepts GmbH | Karnapp 25 - 21079 Hamburg 33
  34. 34. Internet Loadbalancer 1 XEN Host: DB Slave DEV-System Mgmt-System Shared Storage iSCSI Web I Loadbalancer 1I (Fail-over) Web II DB Master 34
  35. 35. Hardware-Spezifikation Zajadacz Dbmaster: Dell PowerEdge R320 Intel Xeon E5-2440 6C 2,4 GHz 64 GB DDR 3 RAM Harddisk 2x 100 GB SSD Webserver: 2 x Dell PowerEdge R210 II Intel Xeon E3-1270v2 4C 3,5 GHz 32 GB DDR 3 RAM Harddisk 2x 600 GB SAS XEN-Host: Dell PowerEdge R710 Intel Xeon E5504 2,0 GHz 48 GB DDR 3 RAM Harddisk 2x 500 GB SAS top concepts GmbH | Karnapp 25 - 21079 Hamburg 35
  36. 36. Software-Spezifikation Zajadacz - Betriebssystem: SuSE Linux Enterprise Server 11 - Datenbank-Server: MYSQL5 - Web-Server: Apache 2.4.6 - PHP-Version: 5.3 - Shop-System: OXID eShop Enterprise Edition 5.0 top concepts GmbH | Karnapp 25 - 21079 Hamburg 36
  37. 37. Anforderungen B2B vs. B2C - netto-Preise / brutto-Preise - viele Kunden mit Sonderkonditionen - Staffelpreise, VPE-Preise - Geschlossener Kunden-Bereich / Login - Gewerbenachweis erforderlich - Häufig Kauf auf Rechnung - Besonderer Fokus: Kundenbindung top concepts GmbH | Karnapp 25 - 21079 Hamburg 37
  38. 38. B2B: Kundenbindung im Fokus - Abruf Lieferscheine / Rechnungen - Favoritenlisten, Schnell-Bestellung - Persönliche Top 100 - Prozesse und Automatisierung - Komfortfunktionen als USP - Adressbuch / Lieferanschriften - Rechte, Rollen und Vier-Augen-Prinzip top concepts GmbH | Karnapp 25 - 21079 Hamburg 38
  39. 39. Unterschiede zwischen B2B und B2C - kein Widerrufsrecht für Endverbraucher - höherer Warenkorb-Wert - beratungsintensivere Produkte - mehr wiederkehrende Stammkunden - weniger Impuls-Käufe - detaillierte Produkt-Informationen top concepts GmbH | Karnapp 25 - 21079 Hamburg 39
  40. 40. Trotzdem gilt: „Auch die Nutzer von B2B-Shops sind Menschen, die außerhalb ihrer Arbeit in B2C-Shops einkaufen“ top concepts GmbH | Karnapp 25 - 21079 Hamburg 40
  41. 41. Vielen Dank! Hinweis: Verwendete Logos, Bildmarken und Markennamen gehören ihren jeweiligen Eigentümern top concepts GmbH | Karnapp 25 - 21079 Hamburg 41
  42. 42. Kontakt Ansprechpartner Henrik Steffen top concepts GmbH Karnapp 25 Channel-Tower 21079 Hamburg Telefon: 0 40 / 30 30 690 - 0 Fax: 0 40 / 30 30 690 - 99 www.topconcepts.com info@topconcepts.com top concepts GmbH | Karnapp 25 - 21079 Hamburg 42

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