Die B2B(2C) E-Commerce Infrastruktur der Zukunft
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ORIGAMMI B2B(2C) E-COMMERCE INFRASTRUCTURE OF THE FUTURE
Transcript of Die B2B(2C) E-Commerce Infrastruktur der Zukunft
ORIGAMMI
B2B(2C) E-COMMERCE INFRASTRUCTURE OF THE FUTURE
A SEAMLESS AND ENGAGING E-COMMERCE EXPERIENCE
CUSTOMERS ARE PREDICTABLE
LOYALTY
Consumer Online
Consumer Offline
EXHIBITION / SHOWROOM
TARGETED VIA REMARKETING
ORDER BROCHURE
CONSULTING APPOINTMENT
DELIVERY STATUS
NEWSLETTER
PURCHASEONLINE
DELIVERY OF CARE PRODUCT
PROSPECT SALES AFTER-SALESSALES AFTER SALES LOYALTYAWARENESS
ON WEBSITE VIA GOOGLE
INTEREST OF CONSUMER
INSTALLATION ATHOME
FEEDBACK& SERVICEMAKE
APPOINTMENT
INVOICE
DELIVERY OF BROCHURE
CONFIRMATION
Dealer Online
Dealer Offline
DEALEREXHIBITION
PLANNINGAIDS
ONLINE ADS
AUTOMATED SURVEY
ADDITIONAL SERVICE
PROSPECT SALES AFTER SALES LOYALTYAWARENESS
PRODUCT CONFIGURATION
INFO ON B2B SHOP / PORTAL
PICKUP AT POS INSTALLATION
GOT FEEDBACK
ASSIGNED TO OPPORTUNITY
WE HAVE THE FORMULA
PROMOTERS
ATTRACT CONNECT & CONVERT
CLOSE & DELIGHT
VISITORS LEADS CUSTOMERS PROMOTERSSTRANGERS
OUT- & INBOUND MARKETING CALLS-TO-ACTION AUTOMATION REPORTING
ATTRACT
CONNECT & CONVERT
CLOSE & DELIGHT
Convert Leads to Loyal Customers
Convert Strangers to Visitors
Convert Visitors to Leads
FOR CONTENT CREATORS & ADMINS
FOR DESIGNERS & DEVELOPERS
FOR MARKETEERS
Illustrations: 2016 eZ Systems AS
CMS / ADMIN
PLATFORM
TOOLBOXPersonalization |
Analytics | Marketing Automation | ...
CUSTOMER DATA HUB
YOUR
SOF
TWAR
E
AS A
SER
VICE
PROV
IDER
Persistence & IO SPI
Public API
REST APICMS / Admin
END USERS
Website / Shop
Symfony2 Web Framework
Twig Template Engine
Platform Business Logic
STORAGE
ECHOO
Admin Interface
APIs
Web Framework & Dev
Kernel(s)
Content & Data
Customer Data Hub Marketing Automation, Personalization, ...MARKETEERS
CONTENT CREATORS & ADMINS
DESIGNERS & DEVELOPERS
2016 eZ Systems AS
THE UNDERLYING MAGIC
Astina AG +41 44 271 16 10Hardturmstrasse 105 astina.ch8005 Zürich
Anforderungen und Lösungsansätze(B2B) E-Commerce Architektur
Matthias Alder05. Oktober 2016
Was sind die Anforderungenan eine E-Commerce Architektur?
„Architektur?Interessiert mich nicht.
Das macht unser Dienstleister“
4. Kosteneffizienz
4. Kosteneffizienz3. Stabilität
4. Kosteneffizienz3. Stabilität2. Nachhaltigkeit
4. Kosteneffizienz3. Stabilität2. Nachhaltigkeit1. Flexibilität
Lösungsansätze
E-Commerce as a Service
▸ Kosteneffizienz▸ Stabilität▸ Nachhaltigkeit▸ Flexibilität
z. B. Shopify
++ (aber keine Kontrolle)?-
ERP
CRMPIM
Buchhaltung
E-Commerce Monolithz. B. Magento, Prestashop, Bigcommerce,...
ERP
PIM
Buchhaltung
E-Commerce Monolith
▸ Kosteneffizienz▸ Stabilität▸ Nachhaltigkeit▸ Flexibilität
z. B. Magento
- (Kostentreiber Datenredundanz)++-
Shop-System
ERP
CRM
CMS
MAM
PIM
E-Commerce als IntegrationslösungMiddleware, z. B. PALOMA
ERP Webshop
Public API
MobileapplicationCRM
PIM
Buchhaltung
E-Commerce als Integrationslösung
▸ Kosteneffizienz▸ Stabilität▸ Nachhaltigkeit▸ Flexibilität
Middleware, z. B. PALOMA
- (aber effiziente Prozesse)+++
Erfolgsfaktoren▸ Internes Know-How auf Architektur-Ebene schaffen
und langfristig sichern.▸ Mit spezialisierten Dienstleistern arbeiten▸ Organisation und Architektur aufeinander
abstimmen.▸ E-Commerce nicht in einem Fachbereich isolieren.▸ Die E-Commerce-Architektur auf die
Unternehmensstrategie abstimmen.
WHY RELEVANCE MATTERS
94% OF CUSTOMERS HAVE DISCONTINUED COMMUNICATION WITH A COMPANY BECAUSE OF IRRELEVANT INFORMATION
Blue Research, CEM deck, Personalization Study 2015
The path to 2020: Marketers seize the customer experience is an Economist Intelligence Unit report, sponsored by Marketo.
A survey that included responses from 499 CMOs and senior marketing executives worldwide. Respondents are located in North America (27%), Europe (30%), Asia-Paci c (36%) and Rest of World (7%). More than 50% of survey respondents (52%) hail from companies with more than US$500m in revenue.In addition, a series of in-depth interviews with senior executives.
EVERY USER AND USER GROUP INTERACTS DIFFERENTLY
FEATURES B2C B2B
Goals Product driven Relationship driven
Order process Quick More steps, complex
User Consumers dealer, well informed
Frequency Less frequent Very regular base
Stock Buys product on stock Busys product with longer delivery times
Pricing strategies Standard pricing Individualized Pricing, Manufacturer Suggest Retail Price (MSRP) and Min. Adv. Price (MAP)
Payments Creditcards Individual
Buying decision Emotional, based on want and desire Planned and logical, based on needs
Shipping Common carriers LTL, less than truckload, TL truckload, break quantities down by multiple ship dates
Product variants Simple Complex and industry specific
Packing Single units Minimums und case packs
2016 B2B-Content Marketing Trends Survey - North America (1334 von 1521 Unternehmen in Nordamerika, betreiben aktiv Content Marketing)
origammi.co/b2b-facts
WE ADD SENSE
