This document discusses IBM's Smarter Commerce strategy and methodology. Smarter Commerce aims to place the customer at the center of business operations by helping companies improve purchasing, marketing, sales, and service. It allows companies to increase margins, opportunities, and sales. The methodology takes a holistic view of the customer experience across the entire value chain from awareness to purchase to post-purchase service.

1. Marcelo Cabane, Director
Industry Solutions Division Latin America, Software Group
Smarter Commerce
Construyendo un negocio centrado en el cliente
© 2011 IBM Corporation

2. Hemos ingresado a la era del nuevo cliente
Los clientes tienen Redes sociales y los Las expectativas de Esto esta cambiando
acceso ilimitado a dispositivos moviles servicio, precio y la forma en como los
informacion y la han cambiado entrega continuan productos son
pueden compartir dramaticamente la elevandose. obtenidos,
instatneamente con dinamica entre manufacturados y
el mundo. comprador y distribuidos,
vendedor. haciendo el negocio
mas complejo que
nunca.
"Social networking and the Internet will “Worldwide economic change now “When the business model is
allow us to drive more new ways of occurs simultaneously and innovative, operations and the
interacting with consumers than we instantly.” product will follow automatically.”
have ever had before.“ CEO, Telecom Industry Ronald de Jong, CEO Philips CL,
Consumer Products CEO, United States Germany
2
© 2011 IBM Corporation

3. Los Consumidores obtienen diferente valor en contacto:
están deconstruyendo el proceso de compra
Consumer Customer
Browse & Service &
Awareness Purchase Receive
Research Support
© 2011 IBM Corporation

4. El imperativo es servir a los clientes como una única brand:
independiente del canal, punto de contacto o dispositivo
Point of Consumer Employee Contact
Web Site Kiosk
Sale Mobile Mobile Center
Research & Research &
Browse Awareness Browse
Purchase Purchase
Decision In-Store Out-of-Store Decision
Shopping Shopping
Experience Experience
Transact & Transact &
Pay Pay
Service &
Collect & Support Collect &
Receive Receive
© 2011 IBM Corporation

5. Con ese objetivo, IBM presenta el Smarter Commerce
Smarter Commerce es una
Le ayuda a mejorar la
estrategia y metodologia Le permite
compra, mercadeo, venta
que ubica al cliente en el incrementar margen,
y servicio de su oferta
centro de sus operaciones mejores
de negocio oportunidades y
nuevas ventas
Incrementa eficiencia e
Sincroniza la cadena de identifica
valor para obtener oportunidades en cada
mejores resultados estado del ciclo de
comercio.
IBM Confidential © 2011 IBM Corporation
© 2011 IBM Corporation

6. Smarter Commerce ayuda a transformar
cada fase del ciclo del comercio multicanal
A retail pet
An international company
transportation increased open
company and click-through
reduced partner Source I Control I Procure
rates to 5x the
integration time Compra Mercadeo industry average
by more than with more sales
Sourcing, controlling Targeted and per web visitor by
95% and procuring of goods personalized
41%
and materials marketing across all
customer interactions
Customer Sell I Order I Fulfill
Servicio Venta
A leading provider
A US-based Servicing customer Selling and fulfillment of teaching,
national needs across all of products and learning, and
communications research solutions
service provider
interaction channels services across grew direct-to-
reduced customer all channels consumer
churn by delivered commerce
a ROI Integrated Value Chain revenues year over
year by
376 % 70%
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© 2011 IBM Corporation

7. Evolucionado el Marketing Electronico y Multicanal
Conocimiento Decisión Ejecución
Aproveche Determine el mejor Envíe mensajes
información para mensaje a enviar relevantes y retenga
identificar por todos los la memoria
oportunidades y canales de corporativa de
predecir resultados marketing interacciones.
de Marketing.
Operaciones
Facilita la colaboración yand cross-channel planning,
Facilitates collaboration planificación, diseño, ejecución y
design, execution, and measurement.
medición multi-canal.
© 2011 IBM Corporation

8. Analizando mas profundamente, prediciendo conductas
e incentivando la interaccion y conversion de canales
Entender como
los visitantes
interactuan con el
sitio web
“Cómo
puedo
conseguir
más
Entender como órdenes?”
se están
vendiendo los
productos
Entender el
contexto de
cuando se
producen las
ventas
8 IBM Confidential
© 2011 IBM Corporation

9. Que es IBM Smarter Commerce?
Smarter Commerce Agenda es la nueva metodologia que transforma la velocidad en la cuales las empresasdirigen
y adaptan sus procesos de compras, mercadeo, ventas y servicios colocando al cliente en el centro de las decisiones
y acciones. Lleva a las empresas a nuevos niveles de liderazgo en diferenciacion, lealtad de cliente, crecimiento de
margen y facturacion , y agilidad.
La metodologia de IBM con Smarter
Commerce is abarcativa, integrada,
enfocada en resultados y flexible.
Ayudamos a las empresas a:
 Entender y anticipar la conducta d elos
clientes basada en las informaciones
obtenidas en todos los canales.
 Adaptar sus servicios de provision y compra
de bienes, basados en demanda y
optimizando las interacciones con los
proveedores en entornos complejos
 Mercadear, Ofrecer, Vender y Entregar el
producto y servicios adecuados, al precio
justo, en el lugar y hora indicados
 Dar servicio sin interrupcion, predecir y
dirigir la lealtad de clientes;
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© 2011 IBM Corporation

10. 10
© 2011 IBM Corporation

11. IBM’s integrated portfolio for Smarter Commerce
VALUE CHAIN STRATEGY AND SERVICES
Innovation and business value Market and customer mgmt Operating and Organization Models
Innovating and aligning business models to Aligning sales, marketing and operations Designing operations, supply chain and the
drive value to the customer to engage with customers organization model to deliver customer value
CORE BUSINESS SOLUTIONS
Core business processes
Buy Market Sell Service
• Trading Partner Mgmt • Predictive Analytics/Modeling • B2B / B2C Cross-channel • Delivery & Service
• Supplier Management • Behavioral Segmentation commerce Scheduling
• Supply Chain Visibility • Cross-channel Campaign Mgmt • Distributed Order • Customer Self Service
• Logistics Management • Search Optimization, Ad Orchestration Enablement
• Inventory Optimization Targeting • Fulfillment and Supply Chain • Reverse Logistics
• Marketing Resource Mgmt Optimization • Case Management
• Mobile Commerce
ADVANCED ANALYTICS
Store analytics | Purchase analytics | Consumer loyalty | Predictive and prescriptive | Social Analytics | Master data management
WORKLOAD OPTIMIZED SYSTEMS
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© 2011 IBM Corporation

12. Integration across best-of-breed products to deliver industry focused solutions
VALUE CHAIN STRATEGY AND SERVICES
CORE BUSINESS SOLUTIONS
Core business processes
Buy Market Sell Service
Sourcing and procuring goods Developing, delivering, and Selling and fulfillment of products Servicing customer needs across
and materials required to measuring relevant and consistent and services across multiple all interaction channels to drive
deliver products and services to messages across multiple channels channels to drive sales repeat sales and enhance lifetime
meet customer demand to drive demand value of a customer
Sterling Commerce • Cross-Channel Order Capture, Cart
Sterling Commerce
• Distributed Order Management Sterling Commerce
• Warehouse Management and Catalog
• Warehouse Management • Delivery & service Scheduling
• Transportation Management • Customer-centric Shopping Experience
• Transportation Management • Reverse Logistics
• Supply Chain Visibility • B2C/B2B Storefronts
• Sterling Collaboration • Supply Chain Visibility Sterling
• Precision Marketing IBM Case Manager
Network/B2B Services Collaboration Network/B2B Services
• Case Design, Run-time, Analytics
Coremetrics Retail Store Solutions
• Collaboration
• Retail POS Solutions
• Analytics • Rules & Events
• Self-Service Portal/Kiosk
• Segmentation
• POS Applications ILOG Supply Chain
• Reporting
• Search Optimization • Network Optimization Unica
ILOG Supply Chain • Transportation Optimization
• Mobile • Service messaging
• Product Optimization
Sterling Commerce • Notifications
• Inventory Optimization
Unica • Cross Channel Order
• Resource Mgmt Management
• Campaign Mgmt • Configuration
• Marketing execution • Pricing
• Performance • Multi-vendor catalog
• Analysis • Quoting
ADVANCED ANALYTICS
Store analytics | Purchase analytics | Consumer loyalty | Predictive and prescriptive | Social Analytics | Master data management
WORKLOAD OPTIMIZED SYSTEMS
PureScale Application Smart Analytics
Systems BPM Suite
12 System
© 2011 IBM Corporation

13. IBM Smarter Commerce: Making it Real
INVESTMENT
Integrated Solutions: $2+ billion investment in best of breed buy-market-sell
software and expertise to deliver integrated solutions for our clients
New GBS Practice: Global Business Services expanding its consulting and solutions
capabilities for commerce with a new practice
RESEARCH
IBM Research Innovation: Comprised of over 3000 researchers, IBM Research includes
R&D in the areas of customer insight, financial management, social business and
supply chain, working with clients to develop innovative approaches to deliver
business value
INNOVATION
Extension of our Business Analytics & Optimization: Leverage >$14 billion
in analytics focused acquisitions. The BAO practice has 8,000+ dedicated
business consultants with industry expertise & includes a Customer,
Marketing & Sales Analytics focus
Smarter Computing: Over 25,000 hardware and 25,000 software
developers WW, IBM is investing in Workload Optimized Systems to help
companies manage the high transactional & real-time business insights
needs driven by commerce applications.
EDUCATION
Enabling our Ecosystem: A IBM Smarter Commerce
University dedicated to on-ramping business partners, new
13 hires and consultants
© 2011 IBM Corporation