Digital Strategy in an Ecommerce context. Advania Fall Conference - September 2017

Transcription

1 Digital Strategy in an Ecommerce context Advania Fall Conference - September 2017

2 Speaker Bio MSc in Economics and Management Co-founded Dynamicweb in Years experience in the digital business area Christian Beer Co-founder, CEO Dynamicweb Software A/S Business angel with current portfolio and exits

3 Dynamicweb - By the numbers Profitable since Global employees Certified partners +200 Customers Websites + 4, ,000 Daily visitors + 3,000,000

4 + 4,000 great customers

5 Oslo Aarhus Bucharest Vladivostok Los Angeles Charlotte Amsterdam Sofia Singapore

6 Value proposition Data Sources All-In-One Platform Channels Personalization Website Mobile ERP / CRM / PIM Content Ecommerce Marketing PIM Online Store Self Service Portal Development Platform Suppliers Integration Framework Marketing Social Media

7 Digital Strategy in an Ecommerce context Advania Fall Conference - September 2017

8 Agenda headlines Global mega trends that every C-level should know about Digital transformation exemplified via show cases A framework to develop a digital strategy from the core of a business

9 Global mega trends every C-level should know

10 Profit margins are being squeezed

11 Profit margins are being squeezed Value chains are being redefined

12 Profit margins are being squeezed Value chains are being redefined Customer experience matters Every customer that B2B companies serve is not only a businessperson but also a consumer, one who has his or her expectations set by daily interactions with Amazon, Apple, Starbucks, and Zappos. And those B2B customers no longer lower their expectations when they go to work Harley Manning, Customer Experience Professional, Forrester

13 Profit margins are being squeezed Get on the train Value chains are being redefined Customer experience matters Digitalization is an accelerator

14 Profit margins are being squeezed McKinsey 2017 survey Value chains are being redefined Bullet Customer experience matters Digitalization is an accelerator Digitalization = Profitability

15 What is Digitalization?

16 Gartner s Digital Business Development Path

17 Gartner 2020 prediction 75% of business will be digital businesses or preparing to become one. However, a survey showed that only 22% of respondents defined themselves as already being a digital business. Most organizations, or 41%, see themselves as a digital marketing business, and 22% of companies remain Web businesses.

18 Forrester s Digital Experience Platform Architecture

19 Digital transformation exemplified via show cases

20 Case Dermalogica Selling directly without channel conflict Danish distributor of skincare products B2C and B2B multi-shop ecommerce solution with NAV integration Improved channel cooperation with lifetime customer kick-back to dealers for referrals on the ecommerce store

21 Case Weber Online community for customer learning and interaction & sales International super brand know for their kettle grills Online Community for it s Danish users +78,000 members by 2017 Indtroduced Weber ID an opportunity to interact direcly with end-customers despite the indirect channel

22 Case Nissens Customer loyalty + cross and upselling International manufacturer of cooling solutions selling through retailers and distributors Loyalty program for influencing customer purchases - including bonuses that can be exchange for beer and event tickets Building a unique database of endcustomers with direct access

23 Case Gasa Group Complexity International trading company specializing in floricultural products. B2B ecommerce solution with NAV integration Includes 10 currencies, 15,000 different items, 60,000,000 prices and 15,000 dealers in 17 countries

24 Case Mouldpro Distribution Trading company with ecommerce-based distributor concept Mouldpro delivers a turnkey ecommerce to a distributor including inventory and other infrastructure Serves 30 markets, each with its own ecommerce solution and digital ordering

25 Case Nordenta Experience and convenience! Leading supplier of dental equipment and information technology systems B2B ecommerce solution with NAV integration and +14,000 items Customer log-in with full access to order history, payment, calculated prices, bonuses and discounts Ordering via app for better experience

26 A framework to develop a digital strategy from the core of a business

27 My 50 cents on digital strategy Identify the digital opportunities that can support overall strategy Prioritize and define a C - level owned roadmap Test, test and test. Don t be afraid to fail and move fast

28 Strategy development framework Beyond the core Bullet

29 Strategy development framework The attribute of being so near as to be touching Adjacency concept

30 Strategy development framework Map your opportunites Adjacency concept Bullet Adjacency types

31 Strategy development framework What s the risk Adjacency concept Bullet Adjacency types Adjacency risks

32 Digital Transformation Data driven platform Simple platform Separate systems (no integration) Manual processes Limited options Integrated platform Focused strategy Supporting primary business objectives Optimizing processes through standard integration Customer oriented platform Processes defined according to customer needs Personalization based on primary customer segments Optimizing support and customer experience Customer experiences determined by data and customer behavior Tracking of customers across all digital channels both online and offline 1:1 real-time personalized content

33 Strategy development framework Minimal viable product (MVP) Adjacency concept Bullet Adjacency types Adjacency risks Test and move fast

34 Thank you! Advania Fall Conference - September 2017