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As enterprise ecosystems become more complex, their ecommerce is also maturing from single sites to multitenant environments. Enterprises find themselves running multiple online stores for different brands, geographical locations, sales channels, and so on. In this one-hour webinar, Elastic Path CTO Michael Vax will discuss how enterprises can leverage their ecommerce platform to minimize TCO and achieve greater efficiencies in a multi-store environment.
Featuring: Elastic Path CTO Michael Vax
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An Enterprise Guide to Lowering TCO for Multi-Store Environments
1. An enterprise guide to lowering
TCO for multi-store environments
Presented by Michael Vax, CTO, Elastic Path
You may listen to audio using your computer’s microphone and speakers (VoIP)
or dial in below:
United Kingdom: +44 (0) 203 318 4024
United States: +1 323 417 4600
Access Code: 351-976-673
Elastic Path™
2. Introducing
Elastic Path Software
• Provides an enterprise ecommerce platform
• For the easiest and most cost-effective way to deliver
custom ecommerce solutions
• Over 200 clients rely on Elastic Path
• #1 ecommerce blog www.getelastic.com
• For more on-demand ecommerce resources:
www.elasticpath.com/resources
Elastic Path™
3. Using Multiple Online Stores
Companies are increasingly extending their ecommerce reach to new markets and opportunities
through the addition of multiple stores
Expand into new geographies Multichannel online exposure
B2B B2C C2C C2B
Niche stores
Comprehensive brand exposure
Elastic Path™
4. What Defines an Online Store
• Look and feel
• Types of products sold
• Marketing and merchandising approaches
• Type of shoppers
• Ecommerce platform
• IT deployment infrastructure
Elastic Path™
5. Online Store Components
Online Store
Store UI Look and Feel
Marketing
Merchandizing How to sell
Prices
Catalog
What to sell
Inventory
Customers Market
Fulfillment
Store Operations
Deployment
Elastic Path™
6. Multiple Stores – the Wrong Way
Online Store 1 Online Store 2
Store UI Store UI Look and Feel The wrong way to
Marketing Marketing create multiple stores
Merchandizing Merchandizing How to sell is to create two exact
duplicates.
Prices Prices
Catalog Catalog
What to sell
Inventory Inventory
Customers Customers Market
Fulfillment Fulfillment
Store operations
Deployment Deployment
Elastic Path™
7. Multiple Stores – a Better Way
Online Store 1 Online Store 2
A better way is to Store UI Look and Feel
leverage as many of Marketing
the same elements Merchandizing How to sell
as possible.
Prices
Catalog
What to sell
Inventory
Customers Target market
Fulfillment
Store operations
Deployment
Elastic Path™
8. Example - Stores Based on Different Geographical Locations
Elastic Path™
9. Implementing Stores with Different Geographic
Locations
Vancouver 2010 Vancouver 2010 US
Store UI Store UI Store UI
Marketing Marketing Marketing
Merchandizing
Merchandizing Merchandizing
Prices Prices
Catalog Catalog Catalog
Inventory
Customers
Fulfillment Fulfillment
Deployment
Customizations
Elastic Path™
11. Implementing Stores with Different Geographic Locations
France UK Japan
Store UI Store UI
Marketing Marketing
Merchandizing
Prices Prices Prices
Catalog
Inventory
Customers
Fulfillment Fulfillment
Deployment
Customizations
Elastic Path™
17. Taking into Account an Organizational Structure
Online Store
Enterprise Store UI
Marketing
Merchandizing
Retail Wholesale
Business Unit Business Unit Prices
Catalog
Resellers Direct
North Inventory
Europe
America
Customers
Fulfillment
Germany France UK France UK
Deployment
Elastic Path™
18. Integration with Enterprise IT Systems
Online Store 1 Online Store 2
Portal Store UI
Marketing
Content
Merchandizing Management
System
Prices
Catalog
ERP
Inventory
Customers CRM
Fulfillment
Deployment
IT Infrastructure
Elastic Path™
19. Multitenant vs. Multistore
• Multistore
– In multistore environment a single organization operates
multiple stores.
• Multitenant
– In multitenant environment a single installation of an
ecommerce platform is used by multiple organizations
that operate multiple stores.
– In multitenant environment one tenant should not have
access to other tenant’s data- catalog, prices, inventory,
etc.
Elastic Path™
20. Enterprise Ecommerce Eco-system
Enterprise companies
want to become
ecommerce hubs in
Partners their Industry.
Resellers Vendors
Enterprise
Large
Distributors
Customers
Elastic Path™
22. Example of Telco’s Echo-system
Wireless Pay as You Go
Consumers
Reseller
Wireless Outlet
Resellers Businesses
Telco
B2B
Reseller
Wireless Wave
Small Flowers Store
Large
&Medium
Customers
Businesses
Government
Agency
Cool
Large Accessories
Corporation A&B Book
Store
Elastic Path™
23. Modeling Telco’s Echo-system Customizations
A&B Book Reseller Government Wireless Pay as You Go B2B
Store Wireless Outlet Agency
Store UI Store UI Store UI Store UI
Marketing Marketing Marketing Marketing Marketing
Merchandizing Merchandizing Merchandizing Merchandizing
Prices Prices Prices Prices Prices Prices
Catalog Catalog
Inventory Inventory
Customers Customers Customers Customers Customers
Fulfillment Fulfillment
Deployment
Elastic Path™
24. Main takeaways
Standardize on a single ecommerce platform
Take a high level view at all enterprise
ecommerce initiatives to understand
commonalities and differences
To minimize TCO, share and reuse as much
data, processes, and infrastructure as possible
While maintaining common data allow
customizations on the store level
Take into account organizational structure and
relations with 3rd parties
Elastic Path™
On a high-level from eCommerce perspective the following components make an online store Talk is some details about eachUIMarketing – promotions, personalization, SEO, banners, salesMerchandizing – product association, bundlesPrices – tier pricing, multiple price lists Catalog – product attributes, images, video, Inventory – and rules on product availability Customer – registered customer, customer profile, customer support Fulfillment - Order & Shipment management Deployment – eCommerce platform, Infrastructure, integration with other IT systems
Many enterprises have multiple completely isolated ecommerce properties due to historical reasonsIt is inefficient and does not scaleAs number of stores that enterprise operates grows TCO will depend on easy and fast company can bring a new store online
In ideal situation you want to share between multiple ecommerce initiatives as many components as possibleIt is not always possible of course in all multistore environments but remains the end goalLet’s look at different multistore environments and see how we can model them
2010 Olympic store operated by EP has two stores: US and CanadianShare the same UI with slight differencesFlagLink to another storeCanadian store supports also French, Make sure that your ecommerce platform does not force you to create a new store for each additional languageThere are some differences in Catalog. Some goods for example cannot be sold in CanadaStore marketing Fulfillment
Explain each customization with examples UI – image for flag Marketing – some promotions are different, featured products Merchandizing – cross sell, upsell Catalog – some products or categories can only be available in one store
English and French have very similar uiJapanese is of course very different
Let’s complicate our scenario slightly and see what
Explain where brands are differentMultiple stores for the same brand are differ only slightly and can share data
Government’s site UI is a slight modification of Business
UI – More customization for Consumers while still sharing some commonalities
Organizational structure of your enterprise will affect the way you structure your ecommerce implementationsPeople on different levels of organizational structure have their areas of operational responsibilities and accountability for business resultsWalk through all online store components and sample org structure to show what can be sharedUI may have brand components as well as BU specific componentsMarketing campaign can be run on Enterprise level or Business unit level or store levelPrices can be defined on multiple levelsDifferent change approval process
Integrations are expensive-reuse them
We see enterprises moving with their eCommerce initiative outside of organizational borders.So before we talk about it let’s introduce some definitionsSo far we discussed case when multiple stores are operated by a single organizationHowever, in some cases in enterprise environment there may be multiple organizations using the same ecommerce platformSaaS vendors come to a mind when we talk about multitenant solutionsThere is a new trend in ecommerce however that brings multitenant requirements in a realm of enterprise
There is a new trend in eCommerceUse Time Inc as an example