Improve e-Commerce performance via End2End process optimization

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- Conference: Developing e-Commerce activities in China, Hong Kong, May 15th
- Presentation from Gary Chu (VP Asia Business Development, arvato Bertelsmann)
- Contents:
Introduction on arvato Bertelsmann
e-Commerce Value Chain
Multi-Channel retail strategy
One-stop shopping solutions
IT Front End solutions
Back End operations
CRM and eCRM
Multi-Channel management

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Improve e-Commerce performance via End2End process optimization

  1. 1. Improve e-Commerce Performance via End2End Process OptimizationGary ChuVice Presidentarvato Asia Business DevelopmentEmail: Gary.Chu@bertelsmann.de 1 | May 16, 2012
  2. 2. Bertelsmann AG The world’s most international media group Employees: 100,626 * Business Volume: > 15.3 bio. €* Media Content Services The leading broadcast and The largest general-interest The leading magazine One of the largest international production company in Europe. book publisher in the world. publishers in Europe. provider of outsourcing services (BPO). Employees: 12,184* Employees: 5,343* Employees: 11,822* Employees: 68,325 * Business volume: 5.8 bio. €* Business volume: 1.7 bio. €* Business volume: 2.3 bio. €* Business volume: 5.4 bio. €* Magazines Leonie Swann, Dan Brown Newspapers Idols The Bill J.M. Coetzee Toni Morrison Family Feud John Grisham * Figures adjusted for the fiscal year 2011|2|
  3. 3. Bertelsmann arvato Supply Chain Marketing Services Financial Services Customer Services IT Loyalty Program Management  e-Commerce  B2B/ B2C  DeutschlandCard  Billing & Invoicing  IB & OB Call  Data Center  CRM & eCRM Warehouse  Payment Process  Email  E-Commerce  Web Miles  Digital & Affiliate  Direct to Retail  Collection  Live Chat  CRM Marketing  SAP|3|
  4. 4. arvato in Asia Gurgaon & Mumbai, India Chiba, Japan  Customer Services  SCM  Marketing Services  Fulfillment  SCM Hong Kong Beijing, China  SCM  CRM  Fulfillment  Customer Services  CRM  IT Singapore Shanghai, China  CRM  Customer services  CRM  Financial services  E-commerce  SCM  Customer Services  E-commerce  Financial Services  SCM  IT Sydney, Australia Shenzhen/Guangzhou, China Nanchang, China  Customer Services  CRM  SCM  Customer  SCM Services  Customer Services|4|
  5. 5. The e-Commerce Value Chain Traffic Generation Baidu Google Sina Sohu Tencent Weibo Kaixin Mogujie Rayli Search Engine Portal SNS Vertical Channel Shop Management Management Official Website Tmall Amazon Back-end Management Project Management / IT / Process Customers Order Inventory Payment W&L Mgt Service Management|5|
  6. 6. Multi-Channel Retail Strategy Suppliers Data Fulfillment Back-end system Legacy systems Resellers / Dealers POS Distributors B2B / Partners Retailers Kiosk Web B2B sites Customer procurement / systems Tele, mobile|6|
  7. 7. The Strategic Challenges & Transition  Marketing Strategy & Process Alignment  Retail Process Migration & Optimization  Operation Process Change & Integration  Consumer Data Integration  A Strategy & Organization Transition|7|
  8. 8. One-stop Shopping Solutions Business Consulting IT Front End Solutions Operations & Marketing E-commerce Implementation and Data management Order Fulfillment Campaign Shop Online consulting maintenance • Data capture • Logistic & • Campaign Management Marketing • Website • Website IT Outsourcing • Data migration distribution planning • Web page design • Tracking Pixel popularize development • Database •Sales recognition • Campaign • Campaign landing • Conversion planning • Java/.Net base management and posting to supporting page design Tracking • Business process • Data finance -on-site • EDM design • Optimization customized Consulting Synchronization • CSR operation -DM/Mail/SMS • Flash design automation development • Website usability • Address management -Telemarketing and coding • Data recency • SaaS solution • Mini site consulting Validation • Inventory booking • Mailing • Optimization • Online channel • Interface to Bank • Archiving • Stock take production solution tactics development • System integration • Customer management • Print-on- • User experience • Budget • Online marketing • ERP integration segmentation • Inventory control demand optimization allocation design • Single Sign On • Database • Optimized • Card • Website usability • Ad format • ROI forecast/ • Wiki/BBS/Blog Marketing warehouse production optimization supported analysis • Statistic & management • National & • Product upload • Reporting • Point redemption • Shopping process Analysis • Picking & packing International • Site image data • Data insights management consulting • Distribution control Postal Delivery maintenance • E-CRM • Enterprise portal planning Integrated infrastructure  Infrastructure consulting and design  Data hosting  Desktop support  IT Management consulting  System integration implementation  Application environment hosting  on-site and remote support  Information security consulting  Infrastructure maintenance  Hardware hosting and maintain  3G mobility solution  Risk evaluation  Database implementation and maintenance  Data security  Cloud-compute service  IT auditing|8|
  9. 9. IT Front End Solutions Hybris IBM WebSphere Commerce  Designs, develops, operates and  Designs, develops, operates and maintains Hybris solution maintains IBM WCS solution  Hybris Software Developers:  WCS Solution Engineers: - Team Germany 50+ - Team China 50+ - Team US 30+ - Team China 10+ (and Java developers  IBM Premier Business Partner 50+)  Hybris Development Partner (modules) and Multiple-Hybris Partner of the year Demandware arvato In-house Solution  Designs, develops, operates and  Designs, develops, operates and maintains demandware solution maintains official website for Sephora, Sisley, etc..  WCS Solution Engineers: - Team Germany 10+  In-house Developer and Engineers: - Team China 50+|9|
  10. 10. The Websites References Hybris – Benefit IBM WebSphere – Li Ning Demandware – GERRY WEBER arvato in-house – SEPHORA| 10 |
  11. 11. Back End Operations Order Fulfillment Warehouse OMS Customer Service Financial Service and Logistics  IT  arvato OMS  WMS  Service  Value Chain  Virtual Inventory Mgmt.  IB & OB Call; eMail;  Billing & Invoicing  Platform Integration  Warehouse Live Chat; Data Entry  Payment Processing  Order Routing  60 high-security WHs in globe  Collection  Competency  Order Consolidation Tool  Other 60 WHs in China  Risk Management  China: 3500+ Seats  3rd Party Interfaces  Warehouse coverage in  India: 1000+ Seats APAC, including Singapore,  Customers Hong Kong, Japan, India,  Singapore: 200+ Seats  SAP Australia  Manila: 300+ Seats  Nationwide Delivery No.1 Software Company No.1 Global Search Engine| 11 |
  12. 12. CRM and eCRM arvato CRM and eCRM OUR VALUE  e-Commerce Consulting  Data Mgt  Member Mgt Data  Marketing Campaign Planning Management  Marketing Campaign Mgt  ROI Analysis  Integration of SNS e.g. weibo OUR CUSTOMER Campaign Report Management and Analytics| 12 |
  13. 13. Multi-Channel Management Multi-Online Stores Multi- Payment Gateways Official Website Single Consumer Data Base Centralized Multi-Customer Services arvato data centre OMS has passed ISO27001 Certification Multi-Warehouses Multi-Delivery Partners| 13 |
  14. 14. CUSTOMER14 | Name | Company | Customer | May 16, 2012 LOGO

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