Att alla affärer börjar med en kund är en gammal sanning. Men nu håller en ny typ av kunder på att förändra kraven och dynamiken mellan köpare och säljare. Kundernas ställning stärks genom ökande social interaktion och tillgång på information på nätet. Per Ankarås, Smarter Commerce Lead Nordic, IBM Svenska och IBM Business Partner Fiwe

2. Smarter Commerce
Redefining commerce in the age of the customer
Per Ankarås – IBM Smarter Commerce Lead
Peter Karlsson – Fiwe Premium Commerce Solutions

3. We have entered the age of the empowered
customer
Customers now have Social networking and Customer This is changing
unlimited access to mobile commerce expectations of the entire way
information and can have dramatically service, price and products are sourced,
instantly share it changed the dynamic delivery is soaring. manufactured and
with the world between buyer and distributed—and
seller. making business
more complex
than ever.
200 million 75% $93 billion
Number of tweets sent Percentage of people who Amount in sales missed due
via Twitter each day believe companies don’t tell to out of stock inventory
110630 the truth in advertisements
Sources: Fortune Magazine, May 2, 2011 Issue, Article Trouble@Twitter, Yankelovich, Evolution of Advertising and Media, 5th Annual Store Systems Study, IHL Group and RIS News, 2008

4. Mest anlitade källor inför köp:
§ Familjemedlemmars/vänners omdömen - 30%
§ Expertrecension i tidskrift/på sajt – 28%
§ Andra konsumenters omdömen – 23%
§ Expedits/försäljares omdöme i butik – 8%
§ Reklam/produktbeskrivning från tillverkaren – 4%
§ Åldersgruppen 18-25 år
§ Andra konsumenters omdömen – 40%
§ Familjemedlemmars/vänners omdömen – 25%
§ Expertrecension i tidskrift/på sajt – 20%
§ Källa: Dagens Handel, Cint

5. These disruptive forces ripple from the
customer through the enterprise and across
entire industries
Individuals
• The connected consumer “The consumer is using new channels to
• The networked workforce perceive value, and associated pricing
• The empowered citizen implications.“
Consumer Products CEO, United States
Enterprises "Profits will shift away from analog
• Evolved business models distribution to digital distribution;
we will see increased margins in
• Optimized digital operations
digital distribution and increased
• Connected enterprise international distribution.“
Media and Entertainment CEO, United
States
Industries
• Value migration “Disintermediation of clients by smaller
• Value chain redefinition niche players (such as mobile players)
is cause for concern.“
• Fragmentation Financial Markets CEO, Canada
Source: IBV Analysis

6. Power has shifted to the customer — compressing
margins and changing paradigms
In this new era, businesses need to:
Understand and Adapt sourcing and Market, sell and Service
anticipate procurement based fulfill the right customers
customer on customer flawlessly,
product and service
behavior and demand and predict and
at the right price, drive customer
needs based on optimize supplier time and place loyalty
customer interactions across
insights across extended value
all channels chains

7. At IBM we call the path forward: Smarter
Commerce
Smarter Commerce is a It maximizes the insight It capitalizes on
strategic approach that generated through social and mobile
places the customer at customer interactions commerce
the center of your
business operations
It synchronizes your
entire value chain to
It drives growth by enhancing, deliver consistent and
extending, and redefining the predictable outcomes
value you provide
Customer
It increases margins by It improves collaboration
boosting efficiency at every and visibility for your
stage of the commerce cycle customers & partners

8. Smarter Commerce focuses on three
dimensions centered around the customer
Customer Value Strategy
Customer Insight
In turn, you must re-think
In today’s world of instant how your customers define
business, you need deep value, and the changes you
insights, in real-time that you must make to your value
can turn into immediate action chain so you can deliver
exactly what your customers
want - profitably
Customer
Customer & Partner Engagement
You need an approach that
allows you to more effectively
connect, collaborate, conduct …increasing the value companies generate
commerce and create a for their customers and partners in a
differentiated customer rapidly changing digital world
experience

9. Smarter Commerce can help transform every
phase of the commerce cycle
Buy Market
Sourcing, Insight Strategy Targeted and
controlling and personal ized
procurement of marketing
goods and Buy Market across all
services customer
interactions
Customer
Service Sell
Servicing Service Sell Enables selling
customer and fulfillment of
needs across products and
all interaction services across
channels all channels
Engagement

10. Back-upslides

11. Together we will deliver Smarter Commerce
• We collaborate with you to enhance, extend, and re-define
your approach to deliver value through
o Acting on Customer Insight
o Evolving your Customer Value Strategy
o Optimizing Customer & Partner Engagement
• We help you address most pressing concerns now and
prepare for future growth
• We can help you leverage and extend your existing
technology and investments
Over 2,000 of the
…increasing the value you generate for your customers, world’s top brands
partners and shareholders in a rapidly changing rely on IBM to improve
digital world. their business insight
and execution

12. 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
• Supplier Integration & • Customer Awareness & • Cross-channel Selling • Delivery, Service, & Support
Management Analytics • Distributed Order Management • Customer Self-Service
• Supply Chain Optimization • Social Media Marketing • Customer Integration & • Reverse Logistics
• Logistics Management • Brand Experience Collaboration • Case Management
• Payments and Settlements • Cross-channel Campaign Mgmt • Fulfillment
• Digital Marketing Optimization • Store Solutions
• Marketing Resource Mgmt • Payments & Settlements
Advanced Analytics
Store analytics | Purchase analytics | Consumer loyalty | Predictive and prescriptive | Social Analytics | Master data management
Workload Optimized Systems
(Z-Enterprise, Power, X, Storage and Systems Software)
focused on agility, integration and automation to drive relevant business outcomes

13. What does Smarter Commerce mean to these
clients?
1-800-FLowers ING Bank Crocs
For 1-800-Flowers, Smarter For ING Bank*, serving over 8M For Crocs*, a $700M
Commerce means having a customers, Smarter Commerce manufacturer, Smarter
unified platform for commerce means transforming their Commerce means transforming
across brands with agility to marketing so personalized their fulfillment operations and
launch offerings. The commerce product offers can be delivered supply chain so internet
platform started with two across multiple channels in real customer orders are filled with
brands and will eventually time for an expected €20M nearly 100% accuracy through
increase in corporate earnings, their network of suppliers at the
drive most brands with cross-
35% reduction in marketing lowest cost
selling and information sharing
costs, and shorter cycle times
across the enterprise.
*Case studies based on Coremetrics, Sterling Commerce and Unica solutions

14. What is unique about IBM’s Smarter Commerce?
Comprehensive Integrated
• Optimizes the complete Suppliers • Integrated analytics
commerce lifecycle • Integrated focused
• Leading software, services industry solutions
and infrastructure
Customers IBM Smarter Partners
Commerce
Outcome Driven Flexible and Open
• Measureable business Influencers • Flexible deployment
outcomes • Modular offerings and
• Outcomes tailored to flexible consumption
business domains

15. IBM is the right partner for Smarter Commerce
• Leading industry capabilities and offerings
o Analytics, B2B Integration, Decision Optimization, Enterprise Marketing
Management, Order Management, Selling and Fulfillment
o Modular approach to address key challenges today and grow with confidence
• Leader in research and development
• $2.5 billion invested since 2010 to create a truly smarter approach to commerce
• New services practice with more than a thousand dedicated experts
• Expertise in over 20 industries to help create a solution customized for your
specific needs
• Leader in Smarter Computing - Over 50,000 hardware and software developers
optimizing systems to manage needs driven by commerce applications