INTERSHOP ROADTRIP Omni-Channel Commerce Quo vadis? Dr. Jochen Wiechen CEO. Intershop Communications

Transcription

1 INTERSHOP ROADTRIP 2016 Omni-Channel Commerce Quo vadis? Dr. Jochen Wiechen CEO Intershop Communications

2 Technology Predictions can be wide off the mark There is no reason for any individual to have a computer in their home. Kenneth Olsen President of Digital Equipment Corp., 1977 Xperience Tomorrow 2

3 .. but some statements are able to shape the future You ve got to start with the customer experience and work back toward the technology - not the other way around. Steve Jobs, May 1997 Xperience Tomorrow 3

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5 Digital Transformations everywhere New ways of working and thinking using digital, social, mobile and emerging technologies 5

6 Challenges in B2C commerce Today's Customer Journey has Gone Mobile The path to purchase, from start to finish, is rarely linear Customers instantly switch between prio slike: preference, convenience and location Customers are better informed then ever Marketplaces will gain in importance 6

7 Challenges in B2B commerce 1. B2B buyer preferences have fundamentally shifted 2. Time-consuming and error-prone processing of orders 3. Labor-intensive customer service business processes 4. Siloed, outdated and inefficient systems 5. Zero integration of the digital channel within the wider business landscape. 7

8 Buying behavior has already changed 97% Coldcalling inefficient in B2B 93% Prefer buying online once they have decided whattobuy Buyers decide what to buy before they contact the supplier. 80% Source: Forrester/Intershop

9 Self-Procurement is driven by Convenience Source: Forrester/Intershop

10 Expect Dramatic Changes in the Age of the Customer Decreased Loyalty Shortening Product Lifecycle Pervasive Mobility Disruptive Technology 10

11 B2B digital commerce is different but consumers are expecting a B2C like experience 11

12 But there are fundamental differences between B2B and B2C Single Buyer Small Order Quantities Fixed Consumer Prices Smart Shipments Low frequency Purchases Single Visits Personal Buying Broad Markets Searching by Name B2C Consumer B2B Buyers Decision making Group Bulk Orders Customerspecific Prices Stocks Fora.s.a.p. Shipments Repeat Purchases Long-lasting Customer Relationships Buying Professionally Specific Markets Ordering By Article Number 12

13 Traditional& Online Flows need to be integrated Distributor Retail/Resell Vendor Online Distributor Business End Customer 13

14 Fear of Cannibalization is misleading 14

15 Customer Journey Development is Key to Success 15

16 A Holistic and Customer-centric Solution is the Base CRM Analytics Transaction History Sales Customer Marketing Commerce 16

17 Success Metrics as Litmus Test for Future Success Quelle: Intershop/Vanson Bourne

18 Example: Optimization of Supply Chains Industrie 4.0 relies on integration Conventional Maintenance Plan Commissioning Device Error Screening by Technician Error log/ Order Spare Parts Repair Commissioning Forward-looking Maintenance Plan Commissioning Automatic Error Detection Ordering of Technician and Spare Parts via Cloud Troubleshooting 18

19 Example: Solution Advisor / Case Based Reasoning (CBR) Purpose Properties Environment Aim Precedent Case Product features Dependencies Material properties Rules Purpose Properties Environment Aim

20 Death ofa B2B Salesman Source: Forrester

21 With our Intershop Commerce Suite you can Create a compelling and personalized shopping experience Integrated Content Management System (CMS) Provide the information your customers look for Integrated Product Management System (PIM) Customer Self-Service Join the entire customer journey Integrated Order Management System to deliver E2E customer journeys (OMS) Run commerce processes with ease Extensible Multi-Brand / Currency / Language Commerce Platform 2

22 Our Synaptic Commerce Architecture drives Business Agility Transaction Management Customer Management Organization Management Product Information Analytics & Reporting Operational Excellence Omni-Channel- Management Experience Management Easy backend integrations New touchpoints or devices can be added fast to the solution Riskfreeonboardingofnew brands and rollout of additional countries

23 Synaptic Commerce Architecture CLIENT / DELIVERY TIER ONLINE SHOP MOBILE MOBILE APP CONTACT CENTER INTERNET OF THINGS KIOSK AGGREGATION TIER RESPONSIVE WEB APPS REST API REST API RESPONSIVE B2B/B2C BLUEPRINT STORE BUSINESS OBJECT API CART ORDER WISHLIST A/B TEST PAYMENT ORG. PRODUCT CUSTOMER CAMPAIGN SHIPPING METHOD PROMOTION ADDRESS MANAGED MICRO SERVICE API TAXATION PAYMENT SEARCH ADDRESS VALIDATION CUSTOMER CUSTOMER SEGMEN- TATION INVENTORY PRICE ORDER PRODUCT XML IMPORT/ EXPORT SERVICE TIER CRM ERP PIM 23

24 Google Glass Integration 24

25 3-D Product Configurator Integration 25

26 Augmented Reality Integration 26

27 Intershop E-Commerce out of the Azure-Cloud The cloud offering meets the high demands on time-to-market speed, availability, and scalability in the e-commerce field. Such a solution is highly attractive to growthorientedmedium-sizedcompaniesin particular, who want to boost their online sales. Joint customers benefit from the a) speed, b) flexibility and c) scalability of Intershop s and Microsoft s cloud-based commerce solution 27

28 What is HoloLens?

29 New ways to connect, create, and explore

30 Global Customer Base (Excerpt) 6 Billion Euro B2B revenueper yearin 51 countries and 17 languages Corporate Digital Customer Portal B2B platform for EMEA, Asia, Americas 300 clients, 1500 sites, 90 countries, 50 languages, 250 Mio. products, 715 Mio. Page views, 1,3 Mio. orders and 200 Mio. Euro revenue per day

31 Welive E-Commerce. 31