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The Global Leader in Integrated eCommerce for Small and Midsize Retailers Product Information Pack Rev. Jan 2012

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The Global Leader in Integrated eCommerce for Small and Midsize Retailers

Product Information Pack

Rev. Jan 2012

Product Information Pack V2 Page 2 of 23

Table of Contents

MULTI-CHANNEL RETAILING ................................................................................................................................ 3  

WHY ECOMMERCE ........................................................................................................................................... 3  WHY INTEGRATED ECOMMERCE ....................................................................................................................... 4  WHY NITROSELL – CLICK, SYNC, SELL! ............................................................................................................ 6  

FEATURES AND EDITIONS .................................................................................................................................... 8  

SUMMARY OF ECOMMERCE FEATURES: ............................................................................................................. 8  NITROMOBILE INTEGRATED MCOMMERCE ......................................................................................................... 9  DESIGN ........................................................................................................................................................... 9  SUMMARY OF NITROSELL PRODUCT EDITIONS ................................................................................................. 10  

HOW NITROSELL WORKS FOR YOU .................................................................................................................. 11  

SEARCH ENGINE FRIENDLY URLS ................................................................................................................... 11  OPTIMAL PAGE TITLES AND HEADING TAGS ..................................................................................................... 12  ALT ATTRIBUTES FOR PRODUCT IMAGES ......................................................................................................... 12  META TAG GENERATION ............................................................................................................................... 12  RSS FEEDS OF PRODUCT PANELS .................................................................................................................. 13  AUTOMATED XML SITEMAP ............................................................................................................................ 14  GOOGLE WEBMASTER TOOLS INTEGRATION .................................................................................................... 14  GOOGLE MERCHANT CENTER INTEGRATION .................................................................................................... 14  

NITROSELL TESTIMONIALS ................................................................................................................................ 15  

NITROSELL CUSTOMERS ................................................................................................................................ 15  MICROSOFT DYNAMICS RETAIL MANAGEMENT SYSTEMS (RMS) TEAM MEMBERS .............................................. 15  

PRODUCT STRUCTURE AND CHARGES ............................................................................................................ 16  

NITROSELL ON-PREMISE SOFTWARE .............................................................................................................. 16  NITROSELL MANAGED SERVICE ...................................................................................................................... 16  

NITROSELL PROFESSIONAL SERVICES ........................................................................................................... 18  

WEBSTORE SERVICES ................................................................................................................................... 18  DESIGN SERVICES ......................................................................................................................................... 19  MARKETING SERVICES ................................................................................................................................... 19  

NITROSELL MANAGED SERVICE INFRASTRUCTURE ..................................................................................... 22  

RESILIENCE ................................................................................................................................................... 22  NITROSELL SERVER AND CONTENT DELIVERY ARCHITECTURE ......................................................................... 22  NITROSELL MANAGEMENT SERVICES .............................................................................................................. 23  

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Multi-Channel Retailing More and more Retailers are moving to a multi-channel approach as their customers are demanding that they be serviced online as well as in-store. This has now reached the point where it has now become an imperative to survival that Retailers extend their businesses online. Indeed it could be argued that in the current economic environment, it's now fiscally irresponsible not to have a WebStore integrated into one’s Retail business.

To be successful Retailers need to do two things: increase their revenue from their existing customers, and gain new customers – this is particularly true in the current tough economic climate. There is no better way to achieve these objectives than for a retailer to go multi-channel. Adding a NitroSell WebStore to an existing or new Dynamics RMS installation involves a relatively low expenditure of capital costs, compared to the potential increase in revenues and profits. It has been the experience of NitroSell customers time and time again that ongoing costs are only a small fraction of the increased revenues. Going multi-channel means adding eCommerce to your in-store system and it’s a critical success factor to do this in an integrated way.

Why eCommerce In the early days of the Internet, ‘bricks and mortar’ retailers viewed the new generation of online retailers as a potential threat. In the years since then, online retailing has become mainstream and most progressive brick-and-mortar retailers have come to realize that they need to become part of this revolution in retailing, rather than observers of it.

Go global, remain local – eCommerce levels the playing ground for small and midsize retailers. It opens a new and dynamic marketplace that’s always open for business. Many retailers will leverage eCommerce to enhance their bricks and mortar store branding while others may use it to create a separate, unique identity to drive new markets.

This shift in attitude has been driven by three key realizations:

• More and more consumers are researching their buying decisions online o “Having all your products online boosts in-store sales tremendously. I can’t possibly quantify all the new

dollars this has brought in. Very often, customers just walk in, pre-sold, ready to buy.” – City Grounds • Consumer’s research is driving in-store sales, as well as online sales. Customers know how to find what they want

and will often overlook retailers who can’t provide information they seek. o Kasey Lobaugh of Delloite reported that “while overall, only 7% of retail sales were currently online,

another 20% of in-store sales were influenced by the Web. This is expected to grow to 50% over the next few years.”

• eCommerce provides a valued and modern means of customer intimacy. If retailers are not talking to their customers and potential customers online you can bet that someone else is.

Retailers have also begun to realize that online sales are a good defensive move in difficult economic times.

• According to a Forrester Research report; o 72% of online retailers said that “the online retail channel is better suited to withstand an economic

slowdown than the offline retail channel”. o 63% (of online businesses surveyed) said that their business would “fare better than most companies in an

economic slowdown.” • A recent PSB Associates survey found that 26% of consumers say they'll shop more online if their personal

financial situation worsens in the coming year.

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The beauty of the internet is that it allows retailers to extend their reach into new markets, reaching potential buyers who might never step foot in your physical store. It also allows you to retain your existing customers, who might otherwise be lured away by an online retailer.

eCommerce is driving retail growth. The US National Retail Federation reported that 2010 online holiday sales grew more than twice the rate of bricks and mortar sales compared to the previous. Fedex is gearing for the 2011 holiday season by hiring 20,000 seasonal workers to handle the forecasted 12% growth in deliveries. The percent of online sales to overall retail sales has been consistently growing since the mid-2000’s and this will grow even faster as tablets and smart phones extends mobile eCommerce to the masses.

eCommerce is the future for all brick and mortar retailers seeking to increase profits by extending their reach to new, and enabling deeper relations with existing, customers online.

Why Integrated eCommerce Retailers already manage product data within their POS systems. Maintaining a duplicate set of data for eCommerce puts a burden on the retailer that often offsets revenue gains with added costs and overhead. eCommerce is a great opportunity for retailers but a complicated challenge.

By extracting this data to create your WebStore, you eliminate the need to duplicate it and maintain it again, in a new, separate system. eCommerce Integration provides “one version of the truth” thus driving efficiencies.

“Double work often gets half-done” – OD’s Designer Clothing

NitroSell is an integrated eCommerce system which takes all WebStore orders received, and automatically delivers these back down to the in-store POS stations. This eliminates the need to enter orders received manually, and makes it easy for your cashiers to pick and pack the orders promptly in store.

Aberdeen, in a National Retail Federation session called “Cross Channel Commerce”, noted that 96% of retailers cannot access online customer sales history in-store and that 65% of multi-channel retailers say a lack of cross-channel integration results in lost revenues. Forrester noted that only 26% of retailers offer in-store product availability online. The product page screenshot to the left shows that NitroSell not only shows store stock-levels online, it shows stock for all sizes of matrix items.

NitroSell is the only Microsoft certified software solution that transforms the Microsoft Dynamics RMS and POS 2009 Point-of-Sale systems into one seamless and affordable multi-channel system for retailers who want to compete and win against big box retailers. The combined NitroSell/RMS solution integrates Point of Sale, eCommerce, Online Marketplace, Customer Relationship

Marketing (CRM), Merchandising and Operations and gives the Retailers centralized management of all sales channels from what is, effectively, a single back office solution.

By upgrading RMS with NitroSell eCommerce, the Retailer can effortlessly promote and sell products and delight customers through his or her in-store system; his eCommerce WebStore and Catalog based sales channels. Since all channels are managed from a single back office, the Retailer benefits from unparalleled operational efficiencies and a customer-centric view of the business.

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Traditional eCommerce offerings are not designed with retailers in mind, so valuable time is wasted on dual maintenance. With a NitroSell eCommerce enhanced Dynamics RMS system, all information and data is in one place – the physical store – and the WebStore is updated automatically.

Benefits of Integrated eCommerce • Web orders are processed and fulfilled using the familiar RMS point-of-sale interface. • If an item is bought in-store, its availability is updated on the WebStore in near real time. • In-store Sales Reports include both in-store sales and WebStore sales. • Complete visibility of inventory and sales status across both channels. • New items can be added to the WebStore, by simply ticking a box in RMS or can be bulk-added with the NitroSell

Product Attribute Manager (NSc_PAM) wizards. • If a customer buys from the WebStore, a store account is automatically created in Dynamics RMS. This helps

enable better customer intimacy the next time your customer shops with you – in store or online. • Store promotions and discounts can be quickly and easily extended to the WebStore. • Gift cards and RMS Vouchers can be redeemed on online or in the store.

Customer Benefits Attained

• Reduced marketing costs: “£30,000 (~$40,000) saved annually compared to ads in newspapers and flyers” – OD’s Designer Clothing

• Increased visits and new-customer exposure: “We used to get 450 – 900 hits per day. Now that’s up to 6,300 and growing every month.” – Kiddisave

• Increased sales: “Under NitroSell, online sales tripled from 5% of total sales to 15%” – Tottini • Drove down operational costs: “NitroSell’s integration with RMS cuts everyday maintenance at least 70%.” –

Forbidden Planet • More effective use of cash flow: “NitroSell boosted inventory turnover 15%.” – Whitehall Garden Center

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Why NitroSell – Click, Sync, Sell! NitroSell hides complexity of integrated eCommerce and is easy to implement, learn and use; thanks to the combination of its on-premise software and its online Managed Service. No other investment you make for your RMS system can have such a profitable ROI. NitroSell can be up and running in days, not the months or years required by traditional eCommerce solutions.

NitroSell customers get increased flexibility, un-interrupted operation, resilience and low cost operation. They see real, tangible ROI in terms of increased sales and profits at unprecedented speed and they can access ROI performance graphs and reports in real time, on demand.

NitroSell is the global leader in integrated eCommerce for small and midsize retailers. While there may be larger eCommerce providers, none have more Microsoft Dynamics retail customers and nobody knows RMS and small and midsize retail better. NitroSell’s co-founders, CEO, VP Sales and VP Services and Support all served as RMS customers, RMS resellers or Microsoft retail channel executive.

NitroSell WebStores are state-of-the-art and they uniquely and automatically integrate eCommerce into Retailer’s existing Microsoft Dynamics RMS (Retail Management System) systems. With this seamless and tight integration, it’s easy for Retailers to increase their profits by extending their business with online multi-channel sales solutions. NitroSell customer numbers continue to increase – especially in these challenging economic times – with more than 900 web-enabled retail businesses across the US, Europe and beyond. NitroSell is 100% customer focused and dedicated to the success of all of its individual Retailer clients.

NitroSell Ltd. is a Gold Certified Microsoft Partner – a level of certification that only 4% of all Microsoft partners are able to achieve. As a Gold Certified partner, NitroSell has demonstrated the highest level of competence and expertise with Microsoft technologies, and is a world leader in Microsoft Dynamics integrated

eCommerce for the retail SMB market.

Award Winning – Microsoft awarded NitroSell "International Retail Vertical Developer of the Year". The award is in recognition of NitroSell eCommerce as a uniquely successful approach to mass market e-commerce that uses the power, stability, and features of the in-store Microsoft Dynamics software and combines this with an advanced Cloud Services approach to system delivery and support. Microsoft’s RMS Channel Marketing Manager congratulated NitroSell saying "NitroSell is delivering an outstanding solution to the Dynamics RMS partner and customer base at large."

NitroSell eCommerce is a tested and certified Microsoft Platform software solution. As a Microsoft Gold Certified Partner, NitroSell reached the top level within the program by earning the ISV/Software Solutions Competency for its NitroSell eCommerce product. Testing was conducted independently for Microsoft by VeriTest, a testing service of Lionbridge Technologies.

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NitroSell and World Class Partners Deliver A Fully Integrated Solution • Fully automated and tight integration to Microsoft Dynamics

RMS application • Near real-time store-level stock information available on your

WebStore • NitroSell provides you with powerful on-premise software that

extends and enhances RMS to allow you to manage both your in-store and online sales channel through one seamless system.

• Shipping integration to UPS, USPS, Canada Post and FedEx • Payment Gateway integration to wide choice of providers. • Gift cards integration to providers including Mercury, GiveX,

Heartland, Smart, Cynergy Data and native RMS. • NitroSell’s WebStore Manager Portal provides advanced

Performance Metrics, Content Management System and sophisticated real-time configuration options.

• Built-in integration to Constant Contact and MailChimp for powerful and affordable HTML email marketing.

NitroSell helps you to raise your profile on the web • Sophisticated, built-in, Search Engine Optimization (SEO) • Market place integration to Google Product Search to widely expose your store’s products to the world • Automatic integration with Google Analytics – you don’t have to be a math genius to better understand your

customers • Advanced techniques in improving Google page ranking – the easier you are to find the more potential shoppers

you can reach • Simple integration with Google Maps – customers find your stores, fast and easy

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Features and Editions

Summary of eCommerce Features: Details on each of these features can be found by visiting: http://www.nitrosell.com/solutions/features/

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NitroMobile Integrated mCommerce

Multi-channel has a new dimension. Traditional desktop computer users are increasingly taking the internet with them everywhere they go. Smartphones have revolutionized the way that consumers buy on the web. The growth of mobile commerce (mCommerce) is outpacing experts’ forecasts and shows no signs of letting up. NitroMobile is cost-effective, simple add-on that extends the great benefits NitroSell’s POS integration to the mobile commerce environment.

Design NitroSell’s sites convey the style and image that makes customers confident shopping your webstore. Whether you wish to use NitroSell’s built-in templates and themes to get online quickly at low cost or you wish to completely personalize your webstore, you’ll enjoy NitroSell’s design flexibility and the strength of the NitroSell integration. For more examples, see our Customer Portfolio at NitroSell.com.

For a description of NitroSell Design Services, click here.

“Our webstore is the best-looking and easiest-to-use in the industry. We used to be among the Top 10 brand-name baby retailers in the UK, now we're reliably number one or number two.” – Kiddisave

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Summary of NitroSell Product Editions NitroSell eCommerce is available in three editions on two popular POS platforms; each with different feature sets to better suit your needs.

NitroSell Features RMS Std

RMS Pro

RMS HQ

POS 2009 Std

POS 2009 Pro

Support for the mCommerce add-on - NitroMobile Y Y Y Y Y Number of Images per product (excl thumbnail) 2 10 10 2 10 Mailboxes 10 25 25 10 25 Multiple currency support Y Y Y N N RSS Feed Integration to WebStore Product Panels Y Y Y Y Y Promotion Codes Y Y Y Y Y Discount Schemes Y Y Y Y Y Customers who bought X also bought... Y Y Y Y Y On-Account Tenders Y Y Y N N Gift Registry N Y Y N Y Large image support N Y Y N Y Support for Gift Cards and RMS Vouchers N Y Y N N Customer specific price band (A/B/C) and % discount N Y Y N Y Support for gift wrap options N Y Y N Y Require login to access WebStore (Wholesale/B2B) N Y Y N Y Customer reviews and ratings N Y Y N Y Produce near-real-time PDF catalog on demand N Y Y N Y Multiple WebStores from a single POS DB instance N Y Y N Y Interfaces with HQ (RMS only) N N Y N N Ability to view Inventory in local store N N Y N N Auto-generate Google maps per store N N Y N N Fair Usage Allowance 5GB 8GB 10GB 5GB 8GB

Thumbnail image(s) do not count towards the image limit. This means users of the Standard edition can have 2 images on a product's item page. This could, for example, include ‘front’ and ‘back’ views, or ‘regular’ and ‘zoomed in’ views.

Large image support, requires a separate image, thus users of the Professional edition can have either 10 regular images or 5 regular images, with a ‘large image’ version of each, or any combination in between.

Multiple WebStores are available at additional cost.

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How NitroSell Works for You NitroSell eCommerce uses a number of well-recognized, safe techniques for ensuring your web store is optimized for search engines. Its built-in features give you a “heads up” on search engine rankings. NitroSell recommends that retailers market their webstores which may take form in any of the following: e-mail marketing, Pay Per Click (PPC) advertising, advanced search engine optimization (SEO), blogs, YouTube, etc. If you’re interested in knowing more about NitroSell Consulting Services can help, please discuss with your NitroSell Reseller or Account Manager. This section discusses NitroSell’s built-in features. For another handy reference document, please download the NitroSell Best Practices Guide.

Search Engine Friendly URLs WebStore URLs are “friendly” to both search engines and end users. This may seem a little technical but it’s like driving a car, you may not be able to fix an engine but you know what it does. Using that metaphor, let’s take a look ‘under the hood’ to learn more:

• Relevant keywords are included in every URL. o Product URLs contain the product names (i.e. Level Six Syrma Hoody XS Plaid):

http://store.paddlealberta.com/store/product/24156/Level-Six-Syrma-Hoody-XS-Plaid/ o URLs contain the names of the following Content Page types: Department, Category, Subcategory, Brand

and Theme (i.e. Clothing Department): http://store.paddlealberta.com/store/department/22/Clothing/ • NitroSell uploads the Department and Category names from your POS • In addition to automatically creating content page keywords, NitroSell provides the ability to define

other content page attributes: Page Title, META Description and META Keywords. For more information, see our blog article Feature Spotlight – Built-in SEO (Part 2).

o Page content URLs contain the page names (i.e. About Us): http://store.paddlealberta.com/store/go/about-us/

• URLs are static instead of dynamic. By using static URLs, pages are easier for search engines to crawl, thus increasing your visibility when shoppers are ready to buy. Dynamic URLs include .asp and .php pages, and pages with question marks in their URLs, for example: www.demoretailer.com/product.asp?product_id=123.

• Only one version of a URL is provided to reach each page, which prevents users from linking to one version of a URL and others linking to a different version (causing the reputation of the content to be split between the URLs).

Where a retailer may desire to define their URL format, i.e. display the UPC item lookup code in the URL, NitroSell provides SEO-configurable URLs. For more information, see our blog article Feature Spotlight – Built-in SEO (Part 3).

For retailers switching from existing eCommerce sites, NitroSell provides 301 Re-Direct services to maintain search engine page rankings on your new NitroSell webstore.

Department, Category, Subcategory, Brand and Theme Content Pages provide the ability to create informational and appealing content to enhance your customer’s user experience. This further enhances the Search Engine Optimization for your site as the additional Brand description content, as shown on left, is valued by Search Engines as it is seen as relevant content which specifically correlates to products you are selling.

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Optimal Page Titles and Heading Tags

The Page Title is the text displayed at the top of your browser window, and is also displayed as the link name in search results. The Header Tag is the main heading displayed on a web page. Using the product description from your POS system, NitroSell eCommerce automatically generates both the title and heading tags to ensure they correlate and are representative of the content on the product page.

ALT attributes for Product Images Search engines have no way of understanding the content contained within images, so NitroSell eCommerce makes use of ALT attributes for product images. NitroSell automatically assigns the Product Name to the Image Name. This ensures search engines associate the images on your site with content relevant to what you’re selling. This feature, combined with other techniques NitroSell practices, as described in this section help to optimize your ranking in search engines and, thus exposure to potential buyers, behind the scenes while you run your store.

META Tag Generation META tags are HTML tags used to describe the content of web pages. NitroSell eCommerce automatically generates and inserts META tags into department, category and product pages. Two types of META tags are generated – keywords and description tags – and they are populated with relevant data synchronized from your point-of-sale system.

For product pages, META keywords are taken from the Microsoft RMS POS item database such as the department name, category name, product name, lookup code, brand, theme and sub-descriptions. Additional data elements beside those found in the RMS POS and additional search

engine keywords may be populated using the NitroSell Product Attribute Manager (NSc PAM). The META description tag is composed of a combination of the product name and the extended description.

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RSS Feeds of Product Panels NitroSell provides three product panels to feature products on your webstore such as New Products, Special Offers and Staff Picks. Your customers can automatically be notified when products are added to these panels with NitroSell’s built-in RSS feeds. RSS stands for Really Simple Syndication which is a

popular, effortless way to distribute product news to your subscribers.

For example, a customer might subscribe to your ‘New Products feed on his Outlook e-mail or supported reader such as Google iReader, enabling him to instantly know whenever New Products become available on your webstore. Because RSS is a push technology, subscribers don’t have to check for updates – they’re automatically posted to a New Products folder, separate from Inbox clutter.

NitroSell structures the RSS message to take the customer to your website with a simple click.

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Automated XML Sitemap NitroSell eCommerce maintains an XML sitemap that lists all of the URLs on your web store. The sitemap is based on the Sitemaps protocol, which was jointly developed by Google, Yahoo, Microsoft and Ask as a means to inform search engines about URLs that are available for crawling.

The major search engines auto-discover sitemaps and expect them to reside at a preset location: www.yourwebsite.com/sitemap.xml

You can see an example of a NitroSell sitemap here: www.corkartsupplies.com/sitemap.xml

Providing a sitemap ensures that search engines are aware of all the content on your site and it is automatically updated every time you synchronize with your web store.

Google Webmaster Tools Integration As soon as your store is set live, the XML sitemap is available for search engines to index based on the Sitemaps protocol. The sooner you start your implementation, the better from a search engine perspective. See our blog SEO: The Advantages of Early Go Live. Once Google has begun indexing your site, it typically takes 3-6 months for it to become established and to begin to appear in relevant search results.

We also continually monitor the Webmaster Tools service so that we are aware of issues that could arise with your site and could negatively impact your performance on Google.

Google Merchant Center Integration Google Merchant Center is a service on which you can add types of information, such as items for sales, which Google hosts and makes searchable online. We provide a product feed for your store that can be set automatically upload to Google Merchant Center every night.

Based on the relevance of your items and other criteria Google uses, your items may then be listed on Google Merchant Center and on Google Product Search, which can help to drive additional visits and sales to your web store.

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NitroSell Testimonials

NitroSell Customers “Web give NitroSell eCommerce credit for something you can’t often do in retail; we were able to open up a whole new marketplace without increasing staff” - Whitehall Garden Centre

“NitroSell has completely transformed our Web business in every way. We used to get 450 to 900 hits per day. Now that's up to 6,300 and growing every month.” - Kiddisave

“NitroSell Integrated eCommerce quickly and effectively got our webstore published. Its integration with Microsoft Dynamics RMS cuts everyday maintenance at least 70 percent.” – Forbidden Planet

"We  had  mountains  of  data  to  manage,  but  uploading  it  into  NitroSell  was  really  straightforward.  It  was  amazing  to  see  how  quickly  and  easily  everything  went  online."  –  City  Grounds

"When I heard how Microsoft RMS and NitroSell Commerce interoperate to help manage instore and Web sales, I stopped looking. We looked at all other contenders but didn’t find one other all-encompassing integrated retail/web solution for the price” – Choppers U.S

"We’re seeing increased earnings and repeat customers from all over the country. It’s quick, easy to install and our customers love how fast they can browse our sites" – Cork Art Supplies and Cards ‘n’ Scrapz

Microsoft Dynamics Retail Management Systems (RMS) Team Members

"Dynamics RMS is not only the best out-of-the-box retail solution, it is also a retail platform that can leverage the power of the Dynamics Partner ecosystem to deliver deeper vertical and horizontal solutions to retailers. Microsoft Gold-certified NitroSell, one of our premier ISV partners, was a deserving winner of our International Retailer Developer of the Year award at the Denver Worldwide Partner Conference last summer." – Director, Microsoft Dynamics US Retail

"NitroSell eCommerce is a sophisticated solution whose complexity is hidden from end-user retailers, they experience a quick-to-install, highly customizable, easy-to-operate business system without downtime." – Senior Product Marketing Manager, Retail Point-of-Sale, Microsoft

"NitroSell has a well-earned reputation for delivering what it says it will deliver." – Group Product Manager, Microsoft Dynamics Retail

"NitroSell is an excellent example of how our partners are innovating with Software plus Services today. The combination of Dynamics RMS software with NitroSell eCommerce allows customers to benefit from the best experience across on-premise and hosted solutions." – General Manager, Worldwide Partner Marketing, Microsoft

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Product Structure and Charges The NitroSell eCommerce solution consists of a suite of onsite software which will run in your store, combined with a suite of online software and a complete Managed Service to deliver your WebStore. Reflecting this, NitroSell’s charging structure is broken into two main parts: On-Premise Software and NitroSell Managed Service (including the Online Software).

NitroSell On-Premise Software All software installed by the Retailer in their premises, related to the operation of their NitroSell eCommerce WebStore include, but is not limited to;

• NSc PAM – the Product Attribute Manager (PAM) web-enables your POS product data. It also provides bulk edits of RMS, a very popular feature.

• NSc Sync – synchronizes your RMS data and your WebStore data • NSc GWO – Get Web Orders (GWO) retrieves WebStore orders into your POS to enable order fulfillment • NSc Mail – sends notifications to your customers at different points of the order process, i.e. notification of order

fulfillment

On-Premise Software charges consist of an Initial License Fee (ILF) and an Annual License Renewal Fee (ALRF). The ILF will be billed immediately on activation of a new WebStore. The ALRF will be billed on the anniversary of the activation date.

NitroSell Managed Service The NitroSell Managed Service refers to the provision by NitroSell of the Online Software, the IT hardware in the secure data center required to run the Online Software, the cloud services and the ongoing maintenance and administration of same.

The Online Software means all internet based Software relating to the provision of the NitroSell eCommerce WebStore, including but not restricted to;

• The NitroSell integrated eCommerce WebStore • NitroMobile smartphone-optimized mobile WebStore (add-on module) • The NitroSell WebStore Manager (WSM) • NitroScript – NitroSell’s design language optimized for POS integration • The NitroSell Partner Portal • The NitroSell Mail Control Panel

The Online Software also provides the following services;

• Payment gateway integrations • Shipping company integrations • Google Analytics integrations • Google Products integrations • Built in Search Engine Optimization • Constant Contact and Mail Chimp integrations • Content delivery network

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• Customers are charged for the Managed Service (and the Online Software) through a monthly Managed Service Fee (MSF). Note: unless otherwise stated, all references to “MSF” will apply to the monthly Managed Service Fee of the NitroSell WebStore and the NitroMobile mCommerce add-on.

The Managed Service also includes online support, subject to NitroSell’s support guidelines. Support for web designer is not included in the monthly Managed Service. See the Designer Training and Support section for more details.

The MSF is billed monthly in arrears. The date for the billing of the first MSF is set to one calendar month after the activation of a new WebStore. While a WebStore is in Staging, NitroSell will only bill 50% of the agreed MSF unless the customer is on a pay-as-you-go (PAYG) service plan.

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NitroSell Professional Services NitroSell is turnkey service provider with a full suite of professional services to help drive the success of your eCommerce and mCommerce operation. NitroSell’s Professional Services consist of WebStore, Design and online Marketing services. NitroSell differentiates its Professional Services by its depth POS and retail knowledge to yield the optimal value from your Integrated WebStore.

WebStore Services

Customer Support Customer Support is built-in to the NitroSell monthly Managed Service Fees (MSF) and is subject to the Customer Service Guidelines. For more information, see KB #2 NitroSell Customer Services Guidelines.

Implementation NitroSell’s standard Implementation service consists of the following:

• Assist with initial configuration of webstore • Configuration of gateway for automated payment processing as per customer or payment provider instructions • Assistance with web domain registration/transfer for Go Live • Help with shipping configuration, including carrier and destination selections, as well as ‘pick up in-store’ if

required • Training on the addition and management of store contact details and the Terms and Conditions page • Remote installation of the on-premise software • Software training on the NitroSell Partner Portal, the NitroSell Web Store Manager and the NitroSell on-

premise software (Sync, PAM and Get Web Orders) • Configuration of item availability and pricing rules, including any necessary field mapping customizations • Consultation on in-store processes • Assistance with the selection of items for promotional panels • General advice on Search Engine Optimization (SEO), online marketing and activation of the Google Base

integration • Instruction on how to access NitroSell’s Best Practices Guide and Knowledge Base articles • Creation of e-mail accounts and customization of e-mail templates • Complete Go Live assistance, including full transaction testing and processing

Note: Implementation requires a Design Service. Please see Design Services section below.

NitroMobile Setup NitroMobile is an optional smartphone-optimized mobile commerce (mCommerce) add-on for the NitroSell webstore. “Smartphone-optimized” emphasizes a design with finger-sized buttons for ease of navigation so that users don’t have to hassle with re-sizing the screen to view web content on their smartphone displays, which are smaller with less room for content and graphics than computer monitors.

NitroMobile cannot run as a standalone mCommerce platform and is an add-on for a functional NitroSell webstore. The NitroMobile Setup fee includes Services to connect and configure NitroMobile to your webstore. It also includes the services to upload your logo and color scheme to the NitroMobile template.

Supported platforms include iPhone, Android and Windows 7. Other mobile platforms may work but they are not tested and not supported.

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Designer Training and Support NitroSell’s monthly Managed Service Fees (MSF) includes built-in support for the use and operation of NitroSell on-premise applications and cloud-based services.

Designer training and support is not included in webstore MSF fees or Sandbox sites but is available in two forms:

• Hourly support, billable in 15 minute increments • Designer training package of 4 hours, which includes six months of designer support

Designer training is intended for web designers who understand HTML and CSS. Designers will be trained on NitroScript, WebStore Manager, Product Attribute Manager (PAM) and Sync to leverage NitroSell’s powerful POS integration when producing state of the art webstores.

User Training (A La Carte) NitroSell offers remote telephone and Internet-based training, for any retailer who wishes to implement NitroSell eCommerce themselves. This training is also available to retailers who desire additional training. The content of this training is customized to each customer’s specific needs.

A full day of training would normally be consumed over a series of sessions, rather than all at once.

NitroSell recommends that customers wishing to implement their own systems should subscribe to a minimum of one day of training; however, shorter training periods can be made available on request. A customer may choose to purchase a webstore without NitroSell or Partner implementation services but they should understand that implementation support will be billable at the prevailing rates in increments of 15 minutes.

Design Services NitroSell offers a suite of design services to accommodate a wide range of customer needs at various budget levels. Click here to see the NitroSell Customer Portfolio for examples of attractive, well-designed sites from a variety of retail verticals. NitroSell Design Services assure that retailers take full advantage of NitroSell’s tight, dynamic POS integration resulting in lower cost of operations over the WebStore’s lifetime.

NitroSell provides three Design Packages and custom-design services to help retailers get the look and feel they want at a price they can afford.

Marketing Services NitroSell helps retailers succeed online. Once your webstore is up and running, you may not know how to go about marketing your webstore. NitroSell recommends:

• Read the NitroSell Best Practices Guide, which shares our observations and experiences working with our customers.

• Attend our customer education series webinars, free to NitroSell customers and resellers, where we train on a variety of webstore marketing topics.

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If you need help to define or execute your marketing strategy, NitroSell can help. We’ll discuss your objectives and vision and review which of the NitroSell marketing packages may be right for you:

NitroSell Search Engine Optimization (SEO) Services NitroSell’s Traffic Builder (Search Engine Optimization/SEO) Services are aimed at getting your site more highly ranked in organic search results. Traffic Builder Services should only be employed after going through the NitroSell Best Practices Guide and making sure that you are taking advantage of NitroSell’s built-in SEO features. Once those have been optimized, our Traffic Builder Services can help provide your site that kind of activity, promotion, and back links that the search engines like to see and thus, over time, improve your position in organic results.

NitroSell offers three levels of Traffic Builder Services to help you achieve the right blend of reach and budget. All of our Traffic Builder Service packages provide the same traffic building activities. The difference between packages is the quantity provided of each service; i.e. the number of competitors we’ll analyze will vary from the Bronze to Gold package.

All packages include:

• Competitive site comparison • Recommended keywords or keyword phases to be optimized • Guidance on creating the appropriate content • Monthly blog article writing based on the keywords or keyword phases. These articles will be submitted to

relevant sites for back linking and to establish credibility. • Incorporate additional social bookmarks and directory submissions for your site • Develop Press Releases and submit to appropriate outlets that will drive awareness of your site

Our SEO practices are of the “White Hat” variety (don’t violate major search engine rules) and, as such, can take up to six months to show significant increases in traffic to your site. For those looking for short term growth, we recommend our Online Advertising services.

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NitroSell Search Engine Marketing (SEM) Services NitroSell Search Engine Marketing (SEM) Services focus on driving your visibility and conversions in the Sponsored Links section of a search page with Pay Per Click (PPC) advertising.

Training Option – NitroSell’s SEM Services are designed to give you the knowledge to setup, monitor, and improve your online Pay Per Click (PPC) campaigns. We will take you through a step by step process to setup your account, research your competitors, select keywords, create ad groups, create text ads, consult with you on landing pages for your ads, and finally, we will teach you to track ad and keyword performance on an ongoing basis with suggested changes for improved performance. All of our training is hands on as you will be setting up a complete campaign that will drive actual traffic to your site.

Pay Per Click Advertising Package Option – NitroSell offers three levels of PPC advertising packages as our customers have a variety of needs and budgets. All packages review your competitors, create Ad Groups, design Adverts and utilize (a) search services(s). The quantity of such elements, i.e. number of competitors review, will vary depending whether you contract the Bronze, Silver or Gold package. We will provide monthly services during your contract term to monitor the Ad Groups, Bid Management, Copy Testing and evaluate performance using Google Analytics.

NitroSell E-mail Marketing Services

E-mail should be a key component of your online marketing strategy. It is one of the most cost-effective and widely-used means of marketing your webstore. It fosters customer intimacy and keeps you top-of-mind when your customer is ready to purchase.

If you have the resources who can drive your e-mail marketing but you just need guidance getting set-up and started, NitroSell provides e-mail Marketing Training Services. If you don’t have the time or resources to run e-mail campaigns NitroSell offers three levels of e-mail marketing services; all of which provide assistance with account setup using NitroSell’s built-in integration with MailChimp and Constant Contact, list upload, template and logo. The monthly service plans range from a single e-mail per month with content you provide to four e-mails per month with content and images we create for you with e-mail list segmentation and auto-responder setup.

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NitroSell Managed Service Infrastructure NitroSell delivers leading-edge web services providing resilient, responsive e-commerce for our retailers. Our Managed Service goes way beyond simple hosting, delivering a network of 25,000+ servers in locations all over the world, designed to ensure a fast response to all shoppers on your WebStore.

“By 2013, 90% of eCommerce sites will use cloud-based computing” – Gartner

Resilience Our servers are used exclusively for e-commerce provisioning and never for other, resource-intensive services, such as voice over IP (VOIP) or Internet Television (IPTV). The servers are connected to the Internet via nine different network providers, to allow for multiple redundancies in the flow of information to and from our users.

The servers’ air conditioning systems are N+1 redundant, ensuring that a duplicate system immediately comes online in the event of a failure.

There is an advanced fire suppression system designed to stop fires from spreading in the unlikely event one should occur.

In the unlikely event of a power outage, all systems are designed to run uninterrupted with all servers being fed conditioned UPS (Uninterruptible Power Supply) power. For extended power outages, on-site diesel generators can run indefinitely and are routinely tested.

The servers are connected via fully redundant, enterprise-class routing equipment housed in a secured room fed by its own redundant power.

NitroSell Server and Content Delivery Network Our content delivery network consists of three tiers, with multiple redundancies built into each tier.

The primary origin servers in our data centre handle the storage and provisioning of all the dynamic data associated with your WebStore, including product and customer data, as well as secure transaction data and configuration details.

The secondary storage servers are part of a secure service, which consists of multiple terabytes of storage capacity, geographical data replication, a massively scalable architecture, and proprietary mapping and routing technology.

The tertiary edge servers are part of the world’s largest distributed computing platform. It is a network of more than 95,000 secure servers equipped with proprietary software and deployed in 71 countries that relies on applied mathematics and algorithms to help solve congestion and vulnerability problems on the Internet. These servers reside within approximately 1,900 of the world's networks monitoring the Internet in real time - gathering information about traffic, congestion, and trouble spots. Our servce uses this intelligence to optimize routes and replicate data dynamically to deliver content and applications more quickly, reliably, and securely. Our approach is to:

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• Eliminate long routes whenever possible - by replicating and delivering content and applications from servers close to end users around the world instead of from centralized servers. We call this delivering from "the edges of the Internet."

• Optimize routes - by mapping paths across the Internet to avoid trouble spots, compressing content, and replicating packets to ensure fast, complete delivery.

NitroSell Management Services NitroSell’s infrastructure is monitored 24 hours a day, 365 days a year. The service has built in redundancy, allowing us to offer continuation of service even in the event of multiple failures in multiple components of our architecture.

We have a technical team available via our Partner Portal to assist with specific customer requirements and can cater for enhancement and customization requests.

NitroSell is fully PCI DSS (Payment Card Industry Data Security Standard) compliant.