AAXIS Commerce - Why You Need B2C for Real B2B Growth

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Tremendous opportunity awaits organizations that take on the lead role in generating demand for their products and services in the marketplace. Providing world-class, direct-to-consumer product experiences and multi-channel shopping capabilities is an essential step towards growing brand awareness, driving sell-through in the channel, and increasing B2B orders. Rence Winetrout, CMO and Executive Director for AAXIS Commerce, will speak about several successful examples of B2C experiences and multi-channel capabilities that were critical in growing B2B sales.

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AAXIS Commerce - Why You Need B2C for Real B2B Growth

  1. 1. Channel Optimization:Why You Need B2Cfor Real B2B GrowthRence WinetroutExecutive Director, Commerce ConsultingPresenting with THIRD PARTY COMPANY LOGO Oracle B2B Commerce Summit
  2. 2. Which B2C Strategies Can Drive B2B Growth? B2B $ ? B2C2 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  3. 3. Model Overview Increase B2B Orders Through Channel “Push” and “Pull” Promote & Extend Generate Demand Drive Channel Sales B2B Ordering3 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  4. 4. B2B Case Studies4 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  5. 5. Case Study: TaylorMade Golf Company Business Challenges  Continuing to lose margin at retail.  Economy: shrinking golf market.  Difficult to maintain consumer loyalty.  Little control of sales process to end-consumer.5 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  6. 6. Case Study: TaylorMade Golf Company Operational Challenges  Proportionally large Sales Force and Customer Service teams.  Order entry process manual and slow, via “green screens”.  Product and Account information de-centralized.  B2B site highly underutilized, poor merchandising, and not promoted.6 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  7. 7. Case Study: TaylorMade Golf Company Solutions  Direct to consumer engagement.  B2C “inspired” B2B redesign.  iPad app for Sales Force to order via B2B.  B2B portals for Retailers.  Marketing of B2B to retailers.7 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  8. 8. 8 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  9. 9. Case Study: Time Warner Cable Business Challenges  Market Share  Variety and flexibility of product offerings, packages, and bundles.  Quality of service suffering, due to inaccuracy of order process.  Complex ordering process for end consumer and resellers, requiring significant manual intervention.9 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  10. 10. Case Study: Time Warner Cable Operational Challenges  Management of “bundles” and pricing rules too complex.  No self-service ordering capability across phone, internet, and cable.  Lack of order capture integration between regional reseller, Time Warner, and provisioning service provider Synchronoss.10 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  11. 11. Case Study: Time Warner Cable Solutions  Direct to consumer engagement.  B2C facing “rules engine” allowing consumers to customize bundles.  B2B2C capabilities to ease order process for resellers.  B2B2B2C capabilities to support end-to-end provisioning between Synchronoss, Time Warner, Reseller, and Consumer.11 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  12. 12. Case Study: Affymetrix Business Challenges  Lack of control around sales process to end consumer in US, European, and Asian markets.  Keeping “channel” educated and up-to-date on latest offerings.  Differentiating product offerings from competitors in the “channel”.12 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  13. 13. Case Study: Affymetrix Operational Challenges  Lacking single, consolidated product data catalog.  Independent B2B sites per region and language.  B2B has no “self-help” customer service tools.  No real-time integration with JDE system.13 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  14. 14. Case Study: Affymetrix Solutions  Single, “B2C inspired” B2B site to support all regions, built on ATG & Endeca.  Investment in product merchandising, site search, and product information.  Online Customer Service  Real-time JDE order integration.14 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  15. 15. Model Summary Increase B2B Orders Through Channel “Push” and “Pull” Promote & Extend Generate Demand Drive Channel Sales B2B Ordering15 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  16. 16. Rence Winetrout Executive Director (858) 603-8911 rwinetrout@aaxiscommerce.com www.aaxiscommerce.com16 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

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