III Congresso Latinoamericano e-Commerce Nuevos Horizontes del Retail LAS CLAVES DEL ÉXITO EN LA GENERACIÓN DE UN CANAL DE...
Highlight’s <ul><li>Hoovers Company Database & IBM sales data </li></ul><ul><li>Fortune 500 customer list & IBM sales data...
1  out of 8 couples married in the U.S. last year met online By 2011, China is expected to surpass the UK, Germany, and Fr...
Business Models are Being Forced to Change <ul><li>It is increasingly difficult to differentiate based on products and ser...
Leaders in retail and other industries are shifting to web applications as the heart of their multi-channel customer inter...
E-Commerce then and now Then Now
Online shopping categories have evolved 1995-1999 1999-2001 Durable goods 2001-2009 Soft goods Media Discretionary hard go...
Forecast: US eCommerce: 2007 To 2012
Online and cross-channel are significant US$MM Estimates
The majority of online consumers, 51%, are cross-channel shoppers <ul><li>Changing Behavior: In a recent IBM survey of ret...
Evolution from “multiple channel” to “multi-channel” <ul><li>Achieving the Multi-Channel vision will be an evolutionary pr...
Lately … consumers want everything, any time, any place in relevant fashion Consumer Interaction Source: IBM Global Retail...
The changing face of technology New Touch points  New Store Formats  New Interaction Models Innovation
Mobile Phone Users Proliferation <ul><li>3x times the number of mobile phones than PCs </li></ul><ul><li>2x times the numb...
Social media is NOT a fad 4 out of 5 Americans now participate in social media each month Sources: Forrester Social Techno...
The top 50 websites in the world – as of late August 2009
The fastest growing population on Facebook? That would be women 45-55
The fastest growing internet and social media demographic is over   65
Your customer with the internet is like a kid with a box  They can do just about anything they want to do, whenever they w...
<ul><li>69% percent  of consumers who buy mostly online   visit social networking sites , while  50% have listened to podc...
Social Commerce is about… Listening Engaging Participating The key is not telling them a story – but enabling them to tell...
Shift will be toward three new e-commerce imperatives Convenience Selection Price Service Control Audience Engagement
The new paradigm Service Addressing explicit and implicit customer needs Control Empowering customers to manage their expe...
Brand value and differentiation through innovation and the consumer experience Source:  TNS Retail Forward, 2007;  IBM S&D...
How do we strategically position ourselves for 2015 <ul><li>Optimize the brand experience across emerging digital touch po...
Commerce Transformed POS Kiosk Web B2B sites Tele,  mobile Fulfillment Suppliers Retailers Distributors Resellers/Dealers ...
E-Commerce Strategic Focus Areas Engaging and Relevant Flexible and Connected Scalable and Innovative Customer Centric Com...
Retailers are responding to higher expectations from consumers Base: 60 to 80 online retailers Source: “The State of Retai...
Web-Store as the Sales Enabler Innovation Multi Channel Superior  Shopping  Experience
Merci Grazie Obrigado Thank You Danke Japonês Hebraico Gracias Francês Russo Alemão Italiano Espanhol Inglês Árabe Chinês ...
Upcoming SlideShare
Loading in …5
×

LAS CLAVES DEL ÉXITO EN LA GENERACIÓN DE UN CANAL DE VENTAS POR INTERNET, SOLUCIONES PARA ACELERAR LA OFERTA EN LOS NEGOCIOS ONLINE por Enio Harbin, WebSphere Commerce Manager para Latinoamérica de IBM

1,694 views

Published on

Material de apoyo utilizado por el experto internacional Enio Harbin, WebSphere Commerce Manager para Latinoamérica de IBM en el panel "LAS CLAVES DEL ÉXITO EN LA GENERACIÓN DE UN CANAL DE VENTAS POR INTERNET, SOLUCIONES PARA ACELERAR LA OFERTA EN LOS NEGOCIOS ONLINE" que que se llevo a durante el III Congreso Latinoamericano de Comercio Electronico Ecommerce LATAM 2009 (www.ecommercelatam.org) realizado el 2 de diciembre del 2009 en Hotel W de la ciudad de Santiago, Chile. Si usted esta interesado en acceder a mas informacion, material y videos del panel y el resto del Congreso ingrese en http://www.comunidadebusiness.com/group/ecommercelatam2008

Published in: Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,694
On SlideShare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • &lt;Speakers Note – Slide is intended to establish our credentials as a player in this space. We are not a company that last Tuesday decided we want to try and penetrate the retail industry but in fact have been a major player for some time.&gt; IBM has long been a strategic partner of the retail industry. IBM point-of-sale systems have been a staple of store operations technology for many years. This investment incorporates point-of-sale terminals, supporting hardware such as barcode reader technology and ‘store-office’ systems responsible for supporting the point-of-sale hardware. Our continued investment in the research and development of new POS technology has resulted in IBM being viewed as a leader in this applications areas. More recently WebSphere technology has become the platform of choice for the development of retail applications that have taken enterprise-wide merchandising, marketing, purchasing and other core corporate applications to the next level of capabilities in support of retailers’ business.
  • Today, an estimated 1.2 billion people or 1/5 th of the world’s population are online. There are very few corners of the world where you can escape from hotspots, Internet cafés, or email. The highest penetration is here in North America where 70% of the population is connected. Over the next few years, this number will explode as groups such as the OLPC or One Laptop per Child with Nicholas Negroponte’s $100 dollar laptop brings wi-fi connected computers into classrooms in third world countries. Stat Source: Internet World Stats - http://www.internetworldstats.com/stats.htm http://en.wikipedia.org/wiki/XO-1_(laptop) http://www.cbsnews.com/stories/2007/05/20/60minutes/main2830058.shtml
  • 98% of all CEOs and companies interviewed are making major business model changes with 69% of companies making ‘extensive changes’ and 29% making ‘moderate changes’ over the next three years Upstarts and non-traditional competitors are creating new shopping paradigms at a dizzying rate, opening new potential for nimble and opportunistic retailers. Conversely, retailers who cannot adapt to evolving customer experience expectations risk becoming indifferent or irrelevant to consumers.
  • There is awareness at the top that there must be multi-channel integration to succeed in today’s competitive market where speed to market and not size, will be key to gain market share
  • Category penetration—from last US eCommerce forecast
  • Through 2012?
  • The majority of online consumers, 51%, are cross-channel shoppers Cross-channel shoppers are defined as consumers who research a product online, but then go offline to a store to buy it Wanting the product immediately was the top reason shoppers purchased the product offline 45% of shoppers bought additional products (an average of $154) when they went in-store to purchase the product they researched online 43% of shoppers researched a product from one store, but purchased it from another retailer – primarily for a better price Sources: Nielsen online 7/22/08 for 58% stat; IBM study - http://www-03.ibm.com/press/us/en/pressrelease/20885.wss ; Our landscape is rapidly being altered by new technologies and changing user behavior. Changing Behavior: 55% of US online consumers have cross-channel shopped In a recent IBM survey of retail consumers: 53 % said they used the Internet to compare product features and prices 25 % did so from a mobile device while in a store. 1 in 10 sent text messages to friends and family during shopping trips 43% of Americans would use a cell phone to purchase items from a store Sources: Nielsen online 7/22/08 for 58% stat; IBM study - http://www-03.ibm.com/press/us/en/pressrelease/20885.wss ; 55% of US online consumers have cross-channel shopped The Web influences 17% or $400 billion in store sales 27% of online buyers who pick up their merchandise in a store will make an additional purchase Our landscape is rapidly being altered by new technologies and changing user behavior. There is no ignoring the proliferation of mobile technologies Mobile phones outnumber land-line phones 1.3 B landlines 3.3 B Mobile subscriptions at the end of 2007 Changing behavior The number of text messages sent and received every day exceeds the total population of the planet Eight out of 10 respondents who had recently made consumer electronics purchases in a brick-and-mortar store said they had visited the store&apos;s Website first &amp;quot;Retailers that are able to facilitate consumers&apos; multichannel shopping behaviors will enjoy growth in market share across the enterprise,&amp;quot; said Ken Cassar, vice president at Nielsen Online, in a statement. 2. More pretailing. Consumers will spend more time researching products, comparing prices, and finding promotions before even setting foot in a store or visiting an e-tailing site to make a purchase. In response, retailers will make more and more information about what is available in the physical store available online or from mobile devices — making pretailing a much stronger influencer in the shopping process. Evolving technologies and p roliferation of new touchpoints Connectivity will be a part of life Consumers will expect to connect to anyone, at any time, about anything, from anywhere Connectivity drives the way people get and share information, communicate, transact business, even the way they socialize Major metropolitan hubs become pervasively connected
  • Top 50 websites in the world – drawn from Alexa this chart is created using wordle.com and Alexa data compiled in MS Excel.
  • The age gap widens The Culture Gap widens The Economic Gap widens
  • So what is Commerce Transformed and where is our strategy taking us? We will support and optimize today’s and tomorrow’s touch points We will support and optimize today’s and tomorrow’s relationships and interaction models In pursuit of this strategy we have 3 strategic development themes that enable us to deliver pragmatic capabilities today, yet address the market of the future.
  • Customer Centric Commerce Cross-Channel Optimization Foundational Leadership Leverage and extend a common set of services across all channel and touchpoints (eg. Gift Registry) Establish a flexible foundation to drive sell-side innovation Simplify the development, delivery and management of customer-interaction solutions Maximize reliability , performance and scalability Hallmark numbers around the Valentine’s Day holiday: Page Views for exceeding 48 Million . More than 3.5 Million unique eCard orders (including same day and future dated) went out to more than 5.9 Million recipients. At its peak the system sent eCards at a rate of 991 eCards/sec with a sustained rate of over 200 eCards/sec!! Approximately 4,099,371 unique visitors accessed Hallmark.com with the peak hour being 8AM at 418,619 visitors per hour. Approximately 2,603,154 visitors have picked up their eCards.
  • e-commerce conversion rates continue to hover in the low single digits for most Web sites that are non-catalog- and non-replenishment-based. As such, online retailers are finding that their best investment efforts are those dedicated to improving the front part of the shopping experience, or the browse features that consumers use before adding items to their shopping cart.
  • LAS CLAVES DEL ÉXITO EN LA GENERACIÓN DE UN CANAL DE VENTAS POR INTERNET, SOLUCIONES PARA ACELERAR LA OFERTA EN LOS NEGOCIOS ONLINE por Enio Harbin, WebSphere Commerce Manager para Latinoamérica de IBM

    1. 1. III Congresso Latinoamericano e-Commerce Nuevos Horizontes del Retail LAS CLAVES DEL ÉXITO EN LA GENERACIÓN DE UN CANAL DE VENTAS POR INTERNET, SOLUCIONES PARA ACELERAR LA OFERTA EN LOS NEGOCIOS ONLINE Enio Garbin [email_address] IBM Dec/2009
    2. 2. Highlight’s <ul><li>Hoovers Company Database & IBM sales data </li></ul><ul><li>Fortune 500 customer list & IBM sales data </li></ul><ul><li>Fortune 100 customer list & IBM sales data </li></ul>The top 5 worldwide General Merchandisers use WebSphere. (1) More than 80% of the top retailers in the world use WebSphere Software platform (2) IBM holds more than 130 patents for our retail inventions and invented the technology that led to the barcode 61 of top 100 global retailers use IBM POS hardware (over 1.9 million installed in more than 100,000 stores, in over 100 countries) (1) (1) IBM Market Research, 2004 54% of the retailers in Fortune 100 have purchased WebSphere Portal to implement IBM Workplaces (3)
    3. 3. 1 out of 8 couples married in the U.S. last year met online By 2011, China is expected to surpass the UK, Germany, and France to become the 3rd largest retail market. Organized retailing in India currently constitutes only 3% of the $230B retail market, but is expected to grow 400% by 2010 If MySpace were a country, it would be the 11th largest in the world (between Japan and Mexico) An estimated 1.2 billion people or one-fifth of the world’s population are online The number of text messages sent and received every day exceeds the total population of the planet The Internet changed the game
    4. 4. Business Models are Being Forced to Change <ul><li>It is increasingly difficult to differentiate based on products and services alone. </li></ul><ul><li>There are more opportunities and options for business innovation. </li></ul><ul><li>*IBM CEO Study of 1,130 CEOs </li></ul>98% of all CEOs and companies are making major business model changes* Limited / None: 2% Moderate: 29% Extensive: 69%
    5. 5. Leaders in retail and other industries are shifting to web applications as the heart of their multi-channel customer interaction platform - “ Today, most of the categories have been killed by very efficient retailers. And the real opportunities are serving consumer niches which are too small to be served by very large stores. So I think there's lots of opportunities to serve customers better and to make a lot of money doing so.” “ Today, most of the categories have been killed by very efficient retailers. And the real opportunities are serving consumer niches which are too small to be served by very large stores. So I think there's lots of opportunities to serve customers better and to make a lot of money doing so.” Tom Stemberg, Founder Staples, July 9, 2007 “ The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow .” “ The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow .” Rupert Murdoch, Chairman News Corp. “ There will be channel obliteration.” Rob Garf, AMR (now at IBM GBS) - 2008 &quot;We are channel agnostic. We don't care which way the customers come in as long as they come in.&quot; “ Our five year plan is to make the Internet the foundation and DNA of the business.&quot; Mike Ullman, Chairman/CEO of JCPenney, February 1, 2007
    6. 6. E-Commerce then and now Then Now
    7. 7. Online shopping categories have evolved 1995-1999 1999-2001 Durable goods 2001-2009 Soft goods Media Discretionary hard goods Travel Luxury goods
    8. 8. Forecast: US eCommerce: 2007 To 2012
    9. 9. Online and cross-channel are significant US$MM Estimates
    10. 10. The majority of online consumers, 51%, are cross-channel shoppers <ul><li>Changing Behavior: In a recent IBM survey of retail consumers: </li></ul><ul><ul><li>53 % used the Internet to compare product features and prices </li></ul></ul><ul><ul><li>25 % did so from a mobile device while in a store </li></ul></ul><ul><ul><li>1 in 10 sent text messages to friends and family during shopping trips </li></ul></ul>Sources: IBM MI; IBM “2007 Was the Year of the ‘Omni Consumer’”; Gartner, 2007; Forrester, June 1, 2007 The number of retail touch points will double in five years - Gartner Total U.S. Cross-Channel Sales <ul><li>51% of U.S. and 57% of European consumers have researched online and purchased offline in past 3 months </li></ul><ul><li>U.S. consumers average basket is $154 when researching online and purchasing in-store (Forrester) </li></ul>
    11. 11. Evolution from “multiple channel” to “multi-channel” <ul><li>Achieving the Multi-Channel vision will be an evolutionary process through successive stages of capability, focused on delivering a more seamless customer shopping experience. </li></ul>I can enter through any of three doors, but my shopping experience is limited by channel I have limited visibility into other channels, but no access without entering another door I have access to other channels, but my shopping experience is not seamless No matter which door I enter, I am “in the store” and my shopping experience is seamless Degree of Multi Channel Sophistication Time Store .com Catalog Retailer Retailer Retailer Store .com Catalog Retailer Store .com Catalog Store .com Catalog
    12. 12. Lately … consumers want everything, any time, any place in relevant fashion Consumer Interaction Source: IBM Global Retail Industry POS Web Mobile Immersive
    13. 13. The changing face of technology New Touch points New Store Formats New Interaction Models Innovation
    14. 14. Mobile Phone Users Proliferation <ul><li>3x times the number of mobile phones than PCs </li></ul><ul><li>2x times the number of mobile phones than credit cards </li></ul><ul><li>2x times the number of mobile phones than TVs </li></ul><ul><li>Growing at the twice the rate of PC’s </li></ul><ul><li>Doubling every year for the past 2-3 years in Asia & Africa </li></ul><ul><li>2/3 of the worlds population live near mobile phone networks </li></ul>
    15. 15. Social media is NOT a fad 4 out of 5 Americans now participate in social media each month Sources: Forrester Social Technographics Survey Q4, 2009 51% of Americans are visiting social networks at least once per month Facebook has over 250 million members worldwide and if it was a country it would rank 4th in the world Twitter has grown over 2,614% in one year alone – from just a few million to over 20 million using it in the US each month In 2009 more data will be published by individuals than in all of history up through 2008 – Harvard Business Review
    16. 16. The top 50 websites in the world – as of late August 2009
    17. 17. The fastest growing population on Facebook? That would be women 45-55
    18. 18. The fastest growing internet and social media demographic is over 65
    19. 19. Your customer with the internet is like a kid with a box They can do just about anything they want to do, whenever they want to do it, with whomever they want to do it. Their creativity is boundless
    20. 20. <ul><li>69% percent of consumers who buy mostly online visit social networking sites , while 50% have listened to podcasts and 49% have blogged </li></ul>* Pricegrabber
    21. 21. Social Commerce is about… Listening Engaging Participating The key is not telling them a story – but enabling them to tell it
    22. 22. Shift will be toward three new e-commerce imperatives Convenience Selection Price Service Control Audience Engagement
    23. 23. The new paradigm Service Addressing explicit and implicit customer needs Control Empowering customers to manage their experiences Audience Engagement Keeping customers involved and interested
    24. 24. Brand value and differentiation through innovation and the consumer experience Source: TNS Retail Forward, 2007; IBM S&D Retail Team Analysis Experience Innovation Experience Value is added by innovating to increase relevancy and improving the consumer experience Value was added by getting the right product to the right customer at the right time, place, and price
    25. 25. How do we strategically position ourselves for 2015 <ul><li>Optimize the brand experience across emerging digital touch points and interaction models? </li></ul>Relevance: Support diverse and demanding customer behavior Engaging Experience: Engage customers & support new interaction models Connected: Support new touch points & ubiquitously connected consumers Business Innovation: Support the next generation store
    26. 26. Commerce Transformed POS Kiosk Web B2B sites Tele, mobile Fulfillment Suppliers Retailers Distributors Resellers/Dealers Legacy systems Back - end Data Data POS Kiosk Web B2B sites Tele, Customer procurement/ systems Customer procurement/ systems Fulfillment Suppliers Retailers Distributors Resellers/Dealers Legacy systems CRM ERP SCM CRM ERP SCM Back - end Data Customer procurement/ systems CRM ERP SCM New Touch Points New Interaction Models Customer Centric Commerce Cross Channel Optimization Foundational Leadership
    27. 27. E-Commerce Strategic Focus Areas Engaging and Relevant Flexible and Connected Scalable and Innovative Customer Centric Commerce Cross-Channel Optimization Foundational Leadership
    28. 28. Retailers are responding to higher expectations from consumers Base: 60 to 80 online retailers Source: “The State of Retailing Online 2008,” a Shop.org study conducted by Forrester Research Browse experience Online retailers are finding that their best investment efforts are those dedicated to improving the browse experience
    29. 29. Web-Store as the Sales Enabler Innovation Multi Channel Superior Shopping Experience
    30. 30. Merci Grazie Obrigado Thank You Danke Japonês Hebraico Gracias Francês Russo Alemão Italiano Espanhol Inglês Árabe Chinês Tradicional Chinês Hindu Tamil Coreano Tailandês Enio Garbin [email_address] IBM

    ×