Download - Multichannel e-commerce today and beyond Corey Gale Microsoft Commerce Server Product Group
Key Take Aways
• Understand the key business drivers for Multichannel e-commerce
• Peer in to the future of multichannel e-commerce • The most important factors to consider in the choice
of an e-commerce solution
•e-commerce milestones
August 11, 1994Arguably the first e-commerce transaction. NetMarket sells a copy of Sting’s “Ten Summoner’s Tales” for $12.48
August 22, 1994PizzaHut launches a test version of “PizzaNet”, initially only available to residents to Santa Cruz, California
December 15, 1994Netscape Communications launches its first commercial browser, Navigator
1995Microsoft adds secure sockets layer protocol to its fledgling Internet Explorer.
July 16, 1995Amazon.com starts selling books online – operating from a two bedroom house
Birth of e-commerce
Online retail today and future
• U.S. Census Bureau estimates that the rate of e-commerce sales growth will be 17% in 2008
• Shop.org/Forrester report that online retail will be worth $204 billion in 2008.
• European research projects 18.8% of retail turnover would result from Internet sales by 2012-15.
Trends: Socio-economics
• Abundance & the commoditization of goods• U.S. has more cars than licensed drivers.• Self-Storage is a $20billion annual industry in the U.S. • Disposability
“The United States spends more on trash bags than ninety other countries spend on everything”
Trends: Evolution of the Consumer
• Appreciation of design• Demand for better experience• Infolust trend, near perfect information
What is next generatione-commerce?
An online shopping experience that attracts, engages and excites customers by offering personalized content, social community and rich user experiences via a number of devices and mediums.
Multiple ways to reach customers
Brick and mortar
Web front Call centers
Social networking sites
Kiosks Direct Mail
Xbox
POS
Live
Ad platforms
Desktop (Vista gadgets)
Catalogs
Virtual Worlds
Your Channels Other Channels
Microsoft is #1 e-commerce platform
6000 unique customers worldwide, largest customer install base and growing
#1 in Market Share for Packaged e-commerce solution
#1 Technology Platform for e-commerce solutions and site deployments
Significant, long-term investment commitment
Commerce Server 2007
Multi-channel support
High extensibility and easy integration
High availability and performance
Core e-commerce functionality
Core Functionality: Merchandiser
• Multiple product relationships: • Cross sell, up-sell, sets,
bundles, gift with purchase, …
• Base catalogs with product overrides
• Multiple payment support• Multiple baskets for
shoppers• Inventory searching• Back-ordering and out-of-
stock item support
Core Functionality: Marketer
• Customer-specific, brand-specific campaign management
• Personalized buying via expressions
• Coupon generation and management
• Discounts, Ads, Direct Mail: Scheduling and Approval
Core Functionality:Customer Service Manager
• Single view of customer• Secure reviewing of
customers and orders • Search and update• Profile data source
agnostic• Flexible customer and
order schema
35 out of the box reports• Advertising• Diagnostic• Product Sales • Query String • User Reports• Visit Reports• Web Usage
Core Functionality: Business Manager
Core Functionality: Site Designer
• ASP.NET 2.0 and Master Pages• Enable visual inheritance in Web Pages. • Streamline the design process using visual themes• Easy-to-create Web site skins• Localization• Creation of mobile sites.
• Next generation web technologies-ready• ASP.NET 3.5 with full AJAX support• Build Silverlight user experiences easily on top of Commerce
Server
Core Functionality: IT Pro• Commerce Server Staging is fully configurable, has a robust, extensible event model,
MMC, command-line, scripting support, and public APIs for IT Pros.
• Microsoft Management Console – fully integrates Commerce Server with other Microsoft Windows Server System™ products and provides easy, centralized management.
• Microsoft Operations Manager (MOM) 2005 Management Pack (now System Center Server) delivers enterprise-class operations management that incorporates years of administrative experience in the form of management rules and real-time monitoring.
• Security features include Secure Sockets Layer (SSL) support and profile data encryption for improved protection of passwords, credit card numbers, and other data. The new Security Configuration Wizard helps you better secure your deployment of Commerce Server.
• 64-bit support and Windows Server 2008 enables you to take advantage of the latest hardware and software to achieve unprecedented levels of performance and scalability.
Core Functionality: Developer• BizTalk 2006 Adapters –– bidirectional synchronization and orchestration of Order,
Catalog, Inventory, and Profile objects. BizTalk orchestrations define business processes that run cross multiple systems.
• .NET framework – All Commerce Server systems are exposed through the Microsoft .NET API and Web services. The .NET API allows for seamless integration into ASP.NET applications, and its advanced features greatly simplify development.
• VS.NET Developer Experience – Commerce Server 2007 fully integrates with development environments through Microsoft Visual Studio 2005. Integration with Visual Studio 2005 and the Microsoft .NET Framework 3.5 (including ASP.NET) reduces the coding needed to customize commerce solutions for your organization.
• • Services-oriented architecture (SOA)
• Complete Web service support for principal CS subsystems• Windows Authorization-enabled security• Agent APIs for abstraction, easy programming
CS2007: The Starter Site
• Production-ready• Thoroughly tested for security
and performance• Out of the box profile and
catalog templates• Multiple language and
currency support• Blueprint with prescriptive
guidance allowing for easier development of custom sites
What is “Mojave”?
Microsoft Commerce Server Code Name “Mojave” delivers the ability to increase your business reach by selling through multiple channels through a new default out-of-the-box shopping site based on ASP.NET 2.0 Web Parts deployed in SharePoint and other SharePoint commerce services, and a compelling new multi-channel commerce foundation API, with a new unified run-time calling model, new extensibility points and new built-in features.
Commerce Server “Mojave” Themes
• Out of the box integrated consumer centric multi-channel capabilities over multiple mediums, brands, and locales
• 3 out-of-the-box channels ready to go: Web, Mobile, Live Services
• New channels require configuration and not customization
Multi-channel is here now
• Out of the box ASP.NET web part shopping site• Web 2.0 social networking paradigms via SharePoint and Live
integration• E-commerce web features easily added by business users,
skin-able by designers (Expression), extendable by developers (Visual Studio)
Out-of-the-box shopping experiences
• Inline WYSIWYG product information and presentation editing and preview
• Content management capabilities: workflow, approval, and publishing
• Familiar Office-like environment minimizing learning curve
Tools to empower Merchandisers and Marketers
“Mojave” Business Value Additions
Multi-brand management
with centralized site and brand management
Get online quickly with a contemporary out-of-box
siteand skin it quickly with different professional
templates
Empower Marketers to manage the presentationwith point-and-click per
page templates
Quick, efficient product information updates for
Merchandiserswith in-site product information editing
Increase reach through multiple channels
with pervasive channel awareness throughout
Engage and interact with your Customers
with built-in customer feedback features
“Mojave” Technical Value Additions
Additional out of the box e-commerce features,
reducing custom development
such as Lists and Reviews
Leverage other Microsoft investments
with seamless integration with SharePoint, BizTalk
Design and Integration Extensibility
with new, multiple extension and integration points
Long-term supportabilitywith a new foundation API and
web parts, using the latest
technologies
“Mojave”
Unified Multi-Channel Foundation API with
built-in Shopping Features
Next generation Commerce Server foundation API
Unified pattern for callsMulti-channel aware
Out-of-the-box shopping features
Side-by-side CS2007 compatibility
ASP.NET Web Part Production-ready
Shopping Site with SharePoint commerce
servicesOut-of-the-box customizable
shopping experience based on ASP.NET 2.0 Web PartsPresentation preview,
approvals, and publishing with SharePoint
Centralized Site and Channel
Management
Next generation WYSIWYG business user experience
Information preview, approvals, publishing, with
SharePoint
Multi-Channel Is Here NowOut-of-the-Box E-Commerce Shopping Experiences
Tools to Empower Merchandisers and Marketers
Important factors to consider...• Multi-channel support
Enable your business to sell any type of products across multiple mediums, brands and locales.
Reach more customers, on the device of their choice, with the product and brand of your choice.
• Flexibility to design your solution the way that best suits your business Tie into your legacy systems Extend and integrate into various 3rd party products
• Assurance that your application is ready for anything High availability and performance
• Empowerment for all users (developers, IT pros, designers, marketing managers, merchandisers, and customer service representatives)
Audience Reach
Touchpoints
Design and Development
Analytics / Decisions
Infrastructure
Technology Stack for e-commerce