Marcelo cabane ibm - ecommerce day
1 like904 views
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.
Marcelo cabane ibm - ecommerce day
- 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% 6 © 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; 9 © 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 11 © 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