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E-Commerce-Plattform – business case by bsa Marketing

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Wie lässt sich in einem klassischen B2B-Markt ein effizientes digitales End-to-End-Vertriebsmodell sinnvoll etablieren?
Lesen Sie in diesem Case, wie bsa in weniger als drei Monaten und nach agilen Prinzipien eine E-Commerce-Lösung für G+D Currency Technology entwickelte.

Published in: Marketing
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E-Commerce-Plattform – business case by bsa Marketing

  1. 1. making marketing matter. Neues Wachstum auf direktem Weg: Ein digitaler End-to-End-Vertriebskanal für Giesecke+Devrient B2B-E-Commerce-Plattform
  2. 2. B2B-E-Commerce-Plattform making marketing matter. Sortiermaschinen – etwa für Bankfilialen, Handel, Wechselstuben oder Casinos. Doch hier ist nicht nur der Wettbewerb deutlich intensiver: Auch der herköm- mliche Face-to-Face-Vertrieb ist für dieses Preissegment zu kostenintensiv. Im Bereich der Banknotenbearbeitung für Zentralbanken, Banknotendruckereien und Cash Center ist G+D Currency Technology weltweit führend. Große Wachstums- chancen sieht das Unternehmen daher vor allem bei den kompakten Geldzähl- und challenge
  3. 3. B2B-E-Commerce-Plattform making marketing matter. Wie lässt sich in einem klassischen B2B-Markt ein effizientes digitales End-to-End-Vertriebsmodell sinnvoll etablieren?
  4. 4. ANALYSE SYSTEMISE IMPLEMENT IM KOPF DES KUNDEN Auf der Basis bereits definierter User Personas wurden prototypische User Stories und User Flows entwickelt. Wissen, was zählt Analytischer Background: zu Beginn stand ein umfassender Research zu Markt, Reichweite- und Umsatzpotenzialen, Zielgruppen und zu möglichen Geschäftsmodellen auf unserer Agenda. IM KOPF DES KUNDEN Auf der Basis bereits definierter User Personas wurden prototypische User Stories und User Flows entwickelt.
  5. 5. ANALYSE SYSTEMISE IMPLEMENT Learn & Iterate PERFORMANCE – AUCH IN DER ENTWICKLUNG Ebenso wie die B2B- E-Commerce-Plattform selbst folgt auch die Vermarktung konsequent dem ergebnisorientierten Prozesszyklus: Monitoring – Optimierung – Iteration. Geschäftsmodellvalidierung Für eine Performanceorientierte Validierung des Geschäftsmodells wurde eine Einschätzung von Reichweiten, Umsatzpotenzialen, Customer Akquisition Costs, Preispunkt und -sensibilität sowie durchschnittlichen Mediakosten in den avisierten Ländermärkten vorgenommen – für quantifizierbare Markt- und Umsatzgrößen. Product Validation Positioning
  6. 6. ANALYSE SYSTEMISE IMPLEMENT DIE RICHTIGE TECHNOLOGIE Parallel zum User Experience Design: Definition des funktional und wirtschaftlich optimalen Technologie- Stacks. Architektur und UX-Konzept Exemplarische User Stories dienten als Grundlage zur Definition der Informationsarchitektur sowie der Entwicklung von Funktions- und Dialogmodulen. In einem nächsten Schritt entstanden Wireframes für die UX-Module, Modulkombinationen und Seitentypen. zur Definition der Informationsarchitektur sowie der
  7. 7. ANALYSE SYSTEMISE IMPLEMENT Der vorerst letzte Meilenstein des Projekts: ein voll funktionsfähiger digitaler Prototyp der Plattform mit zahlreichen Modulvarianten. Zur faktischen Verprobung des Geschäftsmodells übernahm bsa die Konzeption und Kreation von verschiedenen Creatives, sowie die Auswahl und Implementierung relevanter Kanäle zur Vermarktung der B2B-Plattform. „Minimum Viable Product“ und Verprobung des Geschäftsmodells HASSLE-FREE Von den strategischen Grundlagen über die technische Entwicklung bis hin zur Promotion: Komplettservice aus einer Hand.
  8. 8. B2B-E-Commerce-Plattform making marketing matter. In weniger als drei Monaten konnte äußerst kosteneffizient ein neues, digitales Geschäftsmodell mit Hilfe eins „Minimum Viable Products“ (MVP) validiert werden. Die E-Commerce-Lösung für G+D Currency Tech- nology wurde nach agilen Prinzipien in weniger als drei Monaten entwickelt: Auf Basis relevan- ter User Stories wurden Geschäftsmodellsze- narien erdacht, getestet und ein voll funktions- fähiger Prototyp als „Minimum Viable Product“ (MVP) aufgebaut. Der Ausbau des MVP’s in einen vollumfänglichen, mehrsprachigen Webshop so- wie der Rollout auf verschiedene Ländermärkte wird derzeit unternehmensintern vorangetrieben. Agiler Prozessresult
  9. 9. B2B-E-Commerce-Plattform making marketing matter. G+D advance52 ist der konzerneigene Accelerator und Inkubator von Giesecke+Devrient und damit erster Gesprächspartner für neue, digitale Geschäftsmodelle des internationalen Sicherheits- konzerns. Seit seiner Gründung 2016 hat das interdisziplinäre Team von G+D advance52 bereits eine Viel- zahl digitaler Geschäftsmodelle validiert, getestet und einige davon erfolgreich am Markt etabliert. — Markus Rachals Geschäftsführer G+D advance52 Was bsa von seinen Wettbewerbern differenziert: Durch ihr einzigartiges Ökosystem bekommt man hier digitale Produktentwicklung, strategisches Marketing Know-how und erstklassige Implementierung aus einer Hand.
  10. 10. making marketing matter. making marketing matter. LEISTUNGSSPEKTRUM Analysis & Evaluation Business Model Validation Analytics & BI-Reporting UXD / UID / Prototyping Tech-Stack & Engineering team & partner
  11. 11. making marketing matter. bsa Marketing GmbH making marketing matter. Kapuzinerstraße 9 80337 München © bsa Marketing GmbH, 2019. All rights reserved. Sprechen wir darüber – zum Beispiel in unseren Räumen im Herzen Münchens! Was bewegt Sie aktuell? Tim Sternefeld Geschäftsführer tim.sternefeld@bsa.de + 49 (0) 89 720 169 111 Thomas Escher Head of Strategy thomas.escher@bsa.de + 49 (0) 89 720 169 208

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