IBM Retail | What Next Generation E-Commerce Means for Your Business


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The early years of e-commerce are long gone. Customers aren’t just using the Web to buy—they’re using it to gather information, comparison shop, check product availability at their local store, and much more. Read the PDF for more on how IBM Retail integrates multiple sales channels and touch points for a smarter e-commerce platform.

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IBM Retail | What Next Generation E-Commerce Means for Your Business

  1. 1. IBM SALES AND DISTRIBUTION Integrate multiple sales channels and Solution Brief touch points for a smarter e-commerce platform Next generation e-commerce The Web is an important sales channels for both retailers and consumers—no longer an independent channel but a vital part of an Highlights overall retail sales strategy. Online sales are growing strongly, but the ● Powers multiple consumer touch true value of the Web is the combination of online sales and its power- points, including web, mobile, and ful effect on other sales channels—including mobile e-commerce and kiosks the cross-channel shopping experience. Customers aren’t just using the ● Provides the core foundation for a Web to buy—they’re using it to gather information, comparison shop, retailer’s multi-channel operating envi- check product availability at their local store and much more. ronment, offering a seamless, consis- tent cross-channel shopping experience Taking e-commerce to the next level ● Increases conversion rates and aver- The Web plays an important role by influencing a large percentage of age order size by providing more per- cross-channel sales. According to a 2007 Forrester Research report, sonalized customer interactions almost US$400B of physical store sales—or 16 percent of total retail ● Improves business-user productivity sales—are directly influenced by the Web. This trend will continue to with tools to control site content, grow, resulting in more than US$1 trillion of store sales by 2012.1 promotions and product recommendations Next generation e-commerce is about transforming a retailer’s siloed Web presence to a robust multi-channel operating environment in which information, capabilities, processes and best practices are inte- grated across sales channels and fulfillment networks. Retail for the next generation The next generation e-commerce solution from IBM breaks down barriers between the Web and other sales channels, enabling retailers to offer consistent and contextual services across any customer touchpoint, while placing customers at the center of the shopping experience. The next generation e-commerce solution is built on an
  2. 2. IBM SALES AND DISTRIBUTION Integrate multiple sales channels and Solution Brief touch points for a smarter e-commerce platform advanced customer interaction platform featuring configurable business processes designed to enhance all phases of the customer experience. Capabilities such as dynamic Web 2.0 and mobile cell phone interfaces and pre- © Copyright IBM Corporation 2009 cision marketing provide an engaging browsing experience, while advanced order capture features and full inventory visibility across the enterprise ensure IBM Corporation Route 100 timely delivery of merchandise. Since peer content has become the number one Somers, NY 10589 shopping tool, the solution provides integrated social commerce features that Produced in the United States of embrace consumer-driven content and foster active participation. America August 2009 As a key part of the customer interaction platform, next generation All Rights Reserved e-commerce provides a common framework that links the retailer’s advanced IBM, the IBM logo, and are multi-channel retail business initiatives such as unified content management, trademarks or registered trademarks of multi-channel order management and single view of customer to the various International Business Machines Corporation in the United States, other customer channels. The solution is also designed to integrate and leverage countries, or both. If these and other existing corporate systems, data and processes such as finance, merchandising, IBM trademarked terms are marked on supply chain, enterprise data warehouse and point of sale. their first occurrence in this information with a trademark symbol (® or ™), these symbols indicate U.S. registered or In addition to providing a market-leading customer interaction platform to common law trademarks owned by power your next generation e-commerce environment, IBM offers a compre- IBM at the time this information was hensive suite of consulting and outsourcing services, including strategy and published. Such trademarks may also be registered or common law trademarks in roadmap, solution and Web design, implementation and integration, as well as other countries. A current list of hosting and managed operations. This unique combination of best-in-class IBM trademarks is available on the software, hardware and services, along with unmatched retail industry expertise, Web at “Copyright and trademark affords IBM an exceptional opportunity to collaborate with retailers on a strate- information” at copytrade.shtml gic as well as execution level. Other product, company or service names may be trademarks or service IBM offers tailored financing solutions to credit-qualified clients that can be marks of others. customized to address your specific IT needs from great rates to flexible pay- 1 “The Web’s Impact on In-Store Sales: ment plans and loans. Our asset management services include certified used U.S. Cross-Channel Sales Forecast, equipment, online asset management, buyback, asset disposal and disk over- 2006 To 2012,” Forrester Research, 2007. write. For more information on IBM Global Financing visit: For more information Learn how IBM can help you make the most of your e-commerce capabilities. Contact your IBM representative, or visit us on the Web at: RES03019-USEN-00