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Transcript of E commerce
© 2009 IBM Corporation
Smarter Commerce
Abraham Geifman – Especialista de Industria Sector Retail
© 2009 IBM Corporation
El mercado global de Retail creció 4.1%
Históricamente El mercado creció en CAGR un
4.1% de 2004 al 2008 El 2008 presentó una caída
global
Hacia el futuro El crecimiento se acelerará a un
CAGR of 4.8% del 2008 al 2013
Expectativas Crecimiento de Internet como
canal Mayor productividad Mayor demanda hacia productos
de mayor calidad.
Global Retail Industry Market value & Growth rate, by value
Source : Datamonitor, Global Retailing
9646
1020
0
1132
7
1228
5
1294
4
1364
8
1434
7
1079
4
1139
5
1170
9
5.6%
5.7% 5.8%
-0.6%
3.4%
4.9%
5.4% 5.4%5.1%
5000
7500
10000
12500
15000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
-1%
0%
1%
2%
3%
4%
5%
6%
7%Volume
Grow th rate
2
© 2009 IBM Corporation3
© 2009 IBM Corporation
Indicadores del sector Retail en México
© 2009 IBM Corporation
Y en solo 6 años se duplicará el número de usuarios
© 2009 IBM Corporation
6
¿Por que compramos en línea?
© 2009 IBM Corporation
Gracias Volaris e Interjet !!
© 2009 IBM Corporation8
El valor del mercado B2C creció 85% en el 2009
© 2009 IBM Corporation
Esquema actual en varios retailers
9
Proveedores
Distribuidores
Almacenes
DCs
Tienda 3
Call Center / Tienda 4
Web / Tienda 5
Tienda 1
Clientes
Tienda 2
© 2009 IBM Corporation
Sistemas Back-EndERP / CRMMainframeBases de datos
Múltiples CatálogosProductosServicios
Esquema de Smarter Commerce
10
Bancos
Proveedores
Distribuidores
Carriers/3PL
Aduanas
Almacenes
DCs
Tienda 3
Call Center
WebCatálogo
Tienda 1
Clientes
Tienda 2
Múltiples SegmentosConsumidorDistribuidorCorporativo
Múltiples CanalesTiendaCatálogo / Call CenterBrokerDistributors / ResellersInternetKioskosM-Commerce
Múltiples Métodos de entregaBodegasTiendasProveedoresCruce de andénDistribuidoresBrokers
Opciones de productosConfiguraciones
Múltiples NegociosMarcasDivisionesUnidades de negocioAdquisiciones
© 2009 IBM Corporation
Call Center
ConsumidorConsumidor
Web
Mobile
Store POS & Kioscos
Para un consumidor Omnipresente
Redes Sociales
F-CommerceF-Commerce
Co-Shopping
Co-Shopping
Códigos 3DCódigos 3D
Obtención de facturasObtención de facturas
Seguimiento y
modificación de órdenes
Seguimiento y
modificación de órdenes
© 2009 IBM Corporation
At IBM we call the approach forward: Smarter Commerce
Smarter Commerce combines IBM products, services, and assets into an integrated approach to help retailers put the customer at the center of their business
MarketSupply & Merchandise
Serve Sell
Creates personalized and
relevant offers with seamless cross-channel interactions
Drives intelligent and adaptive
supply networks based on
consumer demand
Drives intelligent and adaptive
supply networks based on
consumer demand
Anticipates behavior and
delivers flawless customer
service across all channels
Anticipates behavior and
delivers flawless customer
service across all channels
Enables customers and partners to buy what they
want, anytime and anywhere
Enables customers and partners to buy what they
want, anytime and anywhere
What value
should I
bring?
How sh
ould
I
enga
ge w
ith
them
?
Who is my customer?
Customer
© 2009 IBM Corporation
Entrega / Satisfacción
Mercadotecnia Ventas
Soportado por infraestructura de aplicaciones, bases de datos y Middleware de IBM
WebSphere Commerce•Web Portal Development•e-commerce•Marketing•Mobile Shopping
Coremetrics / EMM•Analytics•Segmentation•Reporting•Search Optimization•Mobile
Coremetrics / EMM•Analytics•Segmentation•Reporting•Search Optimization•Mobile
Sterling Commerce•Cross Channel Order Management •Configuration•Pricing•Multi-vendor catalog•Quoting
Sterling Commerce•Cross Channel Order Management •Configuration•Pricing•Multi-vendor catalog•Quoting
IBM tiene un ofrecimiento sin precedentes para cubrir todo el ciclo de Smarter Commerce
Sterling Commerce•Distributed Order Sourcing•Warehouse Management•Transportation Management•Supply Chain Visibility
Sterling Commerce•Distributed Order Sourcing•Warehouse Management•Transportation Management•Supply Chain Visibility
Unica / EMM•Resource Mgmt •Campaign Mgmt•Marketing execution •Performance•Analysis
Unica / EMM•Resource Mgmt •Campaign Mgmt•Marketing execution •Performance•Analysis
ILOG Supply Chain•Optimization•Rules•Visualization
ILOG Supply Chain•Optimization•Rules•Visualization
© 2009 IBM Corporation
IBM’s integrated retail portfolio for Smarter Commerce
Supply & Merchandise
Market Sell Serve
How do I engage with them?
What value should I bring?Commerce and Customer Strategy
Establish vision and roadmap focused on customer experience and outcomes
Innovation and Business ValueInnovate business and technology model to
drive value to the customer
• Inventory Optimization• Trading Partner Enablement• Network Optimization• Supply Chain Visibility• Logistics Management
• Cross-Channel Campaign/Lead Management
• Customer Segmentation• Marketing Spend
Optimization• Customer Behavior Analytics• Search Optimization
• Cross-channel Commerce• Multi-Enterprise Order Mgmt• Fulfillment Optimization• Mobile and Social Commerce• Point of Sale and Kiosk• Digital Promotions/Loyalty• Contextual Recommendations• Inventory Visibility
• Contact Center Optimization• Customer Self-Service• Order Visibility• Delivery and Install
Scheduling• Returns Management
Operating and Organization ModelsAlign merchandising, marketing, store operations
and supply chain to engage customers
Operating and Organization ModelsAlign merchandising, marketing, store operations
and supply chain to engage customers
Advanced Analytics and Master DataCross-Channel Analytics | Customer Segmentation | Action Clusters | Predictive Analytics | Web and Social Analytics | Master Data
Workload Optimized SystemsIBM Systems, Storage and Software focused on agility, integration and automation to drive relevant business outcomes
Who is my customer?
© 2009 IBM Corporation
Un consumidor es identificado por haber visto un anuncio en línea, seleccionado por Coremetrics
Un consumidor es identificado por haber visto un anuncio en línea, seleccionado por Coremetrics
El consumidor entra al sitio y guarda su selección en el carrito de compras a través de WebSphere Commerce
El consumidor entra al sitio y guarda su selección en el carrito de compras a través de WebSphere Commerce
Luego llama al call center para checar el tiempo de entrega. El call center le confirma que su TV se encuentra en la sucursal más cercana lista para entrega.
Luego llama al call center para checar el tiempo de entrega. El call center le confirma que su TV se encuentra en la sucursal más cercana lista para entrega.
El consumidor visita la tienda para recoger su TV y revisa su orden via IBM Kiosk/POS
El consumidor visita la tienda para recoger su TV y revisa su orden via IBM Kiosk/POS
El Kiosko le ofrece una garantía extendida.
El Kiosko le ofrece una garantía extendida.
Utiliza su teléfono móvil para comparar precios y completar su orden
Utiliza su teléfono móvil para comparar precios y completar su orden
El consumidor recibe promoción personalizadas para una TV a través de Unica
El consumidor recibe promoción personalizadas para una TV a través de Unica
Una transacción habitual de Smarter Commerce
© 2009 IBM Corporation
MERCADOTECNIA
© 2009 IBM Corporation
Multiwave schedulingList generationOptimizationContact history
OffersContacthistory
SegmentsResponse
history
Logic
Offer managementStrategic segmentsTarget cell spreadsheetApprovalsSizingOptimization Rules
Segmentation & targetingOffer & channel
assignmentOutput formattingCampaign validation
Campaign performanceOffer performanceROI analysis
Response attributionResponse history
Ciclo de campañas
© 2009 IBM Corporation
Facilitates collaboration and cross-channel planning, design, execution, and measurement.
OperationsOperations
AwarenessAwareness DecisioningDecisioning ExecutionExecution
Productos de Enterprise Marketing Management
© 2011 IBM Corporation
Bringing Science to the Art of Marketing
19
Visión funcional
19
X-sell
X-sell
Info
Real-time Best Offers and Data
Session Data and Requests
Call CenterCall Center
StoresStores
TriggeredEmailTriggeredEmail
WebsiteWebsite
© 2011 IBM Corporation
Bringing Science to the Art of Marketing
20
Unica Optimization
1. Design and run individual campaigns to generate proposed contacts
2. Run the optimization session, review the results & adjust if necessary
3. Trigger campaign completion to use optimized contacts
OPTIMIZEDContacts
Customer IDCampaign IDChannel IDOffer IDDate
CAMPAIGNS PROPOSEDContacts
Unica Campaign Unica Optimize
CONTACTHistory
OTHERData
CONSTRAINTS BUSINESSRules
UnicaOptimize
© 2011 IBM Corporation
Bringing Science to the Art of Marketing
21
Unica eMessage - Editor
Personalization fields
Conditional content
Email Preview
© 2011 IBM Corporation
Bringing Science to the Art of Marketing
22
Unica eMessage – Message Preview
© 2011 IBM Corporation
Bringing Science to the Art of Marketing
23
Unica eMessage - Delivery Report
© 2009 IBM Corporation
Coremetrics
© 2009 IBM Corporation
VENTAS
© 2009 IBM Corporation
Interaction ManagementInteraction Management
Configurable Business ProcessesConfigurable Business Processes
Tooling and FoundationTooling and Foundation
Contracts & Relationships Roles & Member Mgmt Business Policies Contracts & Entitlements
Globalization Multiple languages & currencies Regulations Multi-national Sites
Personalization Segmentation Promotions Targeting
Catalog & Content Content Aggregation e-Spots Sales Catalogs Product Info Mgmt
Precision MarketingTriggers and Actions Dialog activityPromotions, Discounts, Coupons A/B Testing Affiliate Marketing E-mail campaigns
Merchandising Search & Guided Search Up-sell, cross-sell, bundles Awards & Points Gift Center Auctions
Assisted Interactions Sales Center RFQ & Price Negotiation Collaboration
Order Management Order Capture Order & Inv. Processing Approval Workflow Cross-Channel Order Mgmt Pricing and Payments
Extended Sites Multiple Sites
Business User Tooling Management Center Workflow & Workspaces
Developer Tooling Rational App. Developer
(RAD)
Foundation WAS v7 DB2 Lotus Tivoli
WebSphere Commerce
Brand ExperienceBrand Experience Direct channels
Cross-channel optimization Web stores Mobile store Sales Center
Kiosk Gift registry POS support
Extended channels Social integration Ratings & reviews Remote widgets
Affiliates Partners Comparison shopping
© 2009 IBM Corporation
LOGISTICA
© 2009 IBM Corporation
Tienda Hacer pedido Checar StatusCancelar Orden
DevoluciónProgramar entregaCambiar pedido PickupI nvestigar
productos
Hacer pedido Checar StatusCancelar Orden
DevoluciónProgramar entregaCambiar pedido
Recoger producto
I nvestigar productosMóvil
Hacer pedido Checar StatusCancelar Orden
Programar entregaCambiar pedido
Recoger producto
I nvestigar productosWeb
Devolución
Call Center Hacer pedido Checar StatusCancelar Orden
DevoluciónProgramar entregaCambiar pedido
Recoger producto
I nvestigar productos
28
Es posible satisfacer la demanda de manera múltiple
© 2009 IBM Corporation
Sterling Order Management como plataforma para los sistemas complejos de venta y satisfacción
Canales
Transportación
Gestión de almacenes
Visibilidad de la cadena de suministro Reposición de Inventarios
Sterling OrderManagement
Reglas de negocio para suministro
Sincronización de Inventarios
Colaboración
Operación de logística
Punto de venta
Captura de órdenes
Validación de pagos
© 2009 IBM Corporation
REFERENCIAS
30
© 2009 IBM Corporation
Abraham GeifmanEspecialista de Industria / Sector Retail
Tel. (55) 5270-6288Correo: [email protected]
MUCHAS GRACIAS !MUCHAS GRACIAS !