E commerce vakdagen - turn data into business!

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B2B trends and how to use product content over all channels to increase your business.

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E commerce vakdagen - turn data into business!

  1. 1. Turn data into business!The latest trends in B2B E-commerce Jeroen van Mierle
  2. 2. Who is Unic?We service you with your E-commerce challenges
  3. 3. The Unic Group is rapidly expandingPan-european eCommerce & PIM specialist with Swiss roots Core markets › Subsidiaries in Core Markets Adjacent markets › 1996 Bern & Zurich Nearshore markets › 2008 Amsterdam & Vienna › 2010 Brussels › 2011 Stuttgart › Adjacent Markets › Clients in UK, IT, DK, SWE › Figures of the Unic Group › 260 Employees from over 15 Nations › 5 Office in 4 Countries© Unic B.V. - Page 3
  4. 4. Introduction– Our servicesUnic offers services to support E-business 1. Plan 2. Build 3. Run Informationsdesign E-Marketing Concepts & GUI SEO/SEM, E-Mail, CRM, Campaigns Operations Consulting E-Commerce, Multichannel, Social Marketing Conversion Roadmapping, PIM Twitter, Facebook, Blogs, Flicker, improvement, product-/market E-Business Solutions LinkedIn, etc. traffic Fulfilment selection, generation, requirement content definition, Websites, Portals, Web Apps Analytics & Reporting improvement, package WCMS Solutions KPI, Dashboards, Insights dashboarding, selection. SEO, SEA, email marketing Intranets & Extranets E-Business Support Process Mgmt, Training, Content Mgmt, Business, Collaboration & DMS Audits Processes, Application, Technology Infrastructure, Records Management Customer Services Hosting Archiving Solutions Support, 24/7, Helpdesk 5*8 Full Service© Unic B.V. - Page 4
  5. 5. Some references in PIM, E-commerce, Search, Navigation and Merchandizing.© Unic B.V. - Page 5
  6. 6. Introduction– Some our customersMidsize and large organizations, locally & globally B2B2C Fashion Retail B2B Finance Anders© Unic B.V. - Page 6
  7. 7. B2B is moving in the direction of B2C. What is similar between B2B and B2C E- commerce?© Unic B.V. - Page 7
  8. 8. Main similaritiesSearch, categorization › Online Merchandising › Search › Categorization › Cross-Sells / Up-Sells › Online Marketing › Segmentation / Targeting › Recency / Frequency › Similar management challenges › Heavy product content burden › Integrating with large enterprise systems › Customer Self Service© Unic B.V. - Page 8
  9. 9. Main similaritiesProduct content › Online Merchandising › Search › Categorization › Cross-Sells / Up-Sells › Online Marketing › Segmentation / Targeting › Recency / Frequency › Similar management challenges › Heavy product content burden › Integrating with large enterprise systems › Customer Self Service© Unic B.V. - Page 9
  10. 10. Main similaritiesCustomer Self Service › Online Merchandising › Search › Categorization › Cross-Sells / Up-Sells › Online Marketing › Segmentation / Targeting › Recency / Frequency › Similar management challenges › Heavy product content burden › Integrating with large enterprise systems › Customer Self Service© Unic B.V. - Page 10
  11. 11. B2B E-commerce is growing rapidly!© Unic B.V. - Page 11
  12. 12. B2B eCommerce is growing rapidly Improve • Customer self-service and process automation operational • Improvement in order capture and processing efficiency Build stronger • Make it easier to do business direct • Improve availability, responsiveness, and service relationships • Increase up- & cross-selling Grow the business • Acquire new customers earlier too small or too far away • Prevent customers leaving with sales rep changes© Unic B.V. - Page 12
  13. 13. The Evolving B2B Site... What are the trends?© Unic B.V. - Page 13
  14. 14. B2B is evolvingKey trends that we found at our customers1. Extreme Personalization 7. Content and offer targeting › May deliver versions based on role, › Based on role, segment, ordering location, contract, buying history history › Customized catalogs, assortments › Integrated with marketing tools or product exclusivity to different 8. Promotions and special pricing customers or regions 9. Visualization tools / Product2. Searchandising, including guided configuration navigation 10. Managing & leveraging content across3. Improved ordering processes channels4. Robust self-service 11. SEO5. Multichannel integration 12. The Print channel is automated6. Mobile UI, apps© Unic B.V. - Page 14
  15. 15. Question: “What do these trends have in common?”© Unic B.V. - Page 15
  16. 16. Answer: “It’s all product content related!”© Unic B.V. - Page 16
  17. 17. Question: “Good, but how on earth can we manage this product content with limited resources, multiple languages, sales channels, consistently over all channels?”© Unic B.V. - Page 17
  18. 18. Answer: “Try the best practices from top retailers and invest in the possibilities of a Product Information System. Simple ”© Unic B.V. - Page 18
  19. 19. Introduction into the world of PIM/PCMBy Heiler Software
  20. 20. Introduction into PIM & PCMEnterprise PIM – does not only serve Online! Images/ Supplier ERP Videos Information Web Shops© Unic B.V. - Page 20
  21. 21. Introduction into PIM & PCMEnterprise PIM – Can do more! Images/ Supplier ERP Videos Information Printed Catalogs Sales Electronic Mobile Catalogs Web CD/DVD Shops E-Procurement Systems© Unic B.V. - Page 21
  22. 22. Introduction into PIM & PCMFocus on: „What can PIM bring to E-Commerce“PIM helps retailers and industrial distributors to:1. increase Conversion Rate2. reduce Return Shipments3. provide Facetted Search4. get the Long Tail5. optimize Assortments6. manage Multi-Shop Environments7. become Number 1 in Multi-Channel retailing© Unic B.V. - Page 22
  23. 23. Introduction into PIM & PCMEnterprise PIM enhances your conversion rateBAD Product Data has an extensive 100%impact on your Conversion Rate! -34% Front page Retailers loose 9 out of 10 customers -24% Category page -33% Product page before dropping products in the shopping -6% Shopping cart cart. Reason Bad Product Data Quality Conversion 3%© Unic B.V. - Page 23
  24. 24. Product content is kingYou need substantial product descriptions Not like this… ...better this way!© Unic B.V. - Page 24
  25. 25. Product content is king Enterprise PIM enhances your conversion rateBAD Product Presentations results MEDIUM into high rates of product return shipments BAD GOOD Customers feel uncomfortablechoosing the right things. Therefore Retailers loose competitiveadvantages with unnecessary return shipments. Reason BAD Product Presentation © Unic B.V. - Page 25
  26. 26. And product visuals are queenProduct Images for C-commerce Not like this… No Image Available ...better this way!© Unic B.V. - Page 26
  27. 27. Product content is everywhereEnterprise PIM enhances your conversion rate INEFFICIANT Information Supply 100% Chains with suppliers results into leak of knowledge about products. -34% Front page -24% Category page -33% Product page -6% Shopping cart Today, a Retailer is a content hub for virtual products. If you don’t know a product, you cannot sell! Reason INEFFICIANT Information Supply Chain© Unic B.V. - Page 29
  28. 28. Product content is everywhereEnd 2 End Process generate enrich publish consume send receive inform present compare specify classify normalize comment control Product Data Product Data Product Data Suppliers Manufacturers Distributors Retailers Customers End 2 End Process for Product Data© Unic B.V. - Page 30
  29. 29. Social product contentOptimize Assortments by listing to the Crowd NOT listening to the Crowd is a waste of User 100% Facebook Ratings Ratings knowledge that you can get for free! -34% Front page Comments -24% Category page Customer Feedback is important to optimize -33% Product page -6% Shopping cartAssortments and to find the right products to sell!Just like user generate content, assortments and products can be influenced by the crowd. Reason NO Customer Feedback to the PIM © Unic B.V. - Page 31
  30. 30. Social product contentOptimize Assortments by listing to the Crowd Not like this… ...better this way!© Unic B.V. - Page 32
  31. 31. Product content through all channels Multi-Channel Commerce 100% LIMMITING yourself to only one E- -34% Front page Commerce Platform is a waste of -24% Category page -33% Product page opportunities. -6% Shopping cart Shop Platforms are made for a specificpurposes. With PIM you can feed any Sales Channel for any purpose. Reason LEAK of Interfaces available © Unic B.V. - Page 33
  32. 32. The foundation of E-commerceProduct Information Management as a Driver for E-Commerce PIM E- Commerce …and many more!© Unic B.V. - Page 34
  33. 33. Hey, we know this...B2C best practices now used in B2B Search engine friendly Search /Navigation Forums Product Information Online marketing Guided Selling Browse/ Wish-lists Find Reviews Reach Comparison Behavioural Targeting Newsletter Cross-selling Convert Recommendations Vouchers Loyality Programs Retain Easy payment My Account Promotions Returns Call-Center Integration© Unic B.V. - Page 35
  34. 34. More information?Visit our booth Visit us @ our booth! Hall No. 7 @ Booth A074 or ask us to find the way…© Unic B.V. - Page 36

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