salmon n ecommerce
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Gurgaon, IndiaSalmon India
SalmonCorporate Overview
Who are Salmon?
Diverse Interests and PracticeInterests in retail, finance, insurance, utilities, ERP. Focus on Enterprise architecture , IT / Business ChangeApplication management and support
Innovative Risk Reward ModelsFixed priceManaged RiskShared Reward
Global SISuccessful track record over 20 years~300 staffPrivately owned, Financially soundStrategic relationship with IBMOver 300 fixed price projects delivered on time and to budget with a range of $300K - $16MOpen, honest and responsive approachStrong delivery-focused culture
Mission critical systemsBroad and deep expertise in web based applications and technologiesSpecialist skills in highly transactional systems and solutions e.g. B2B and B2C eCommerce, multi-channel integration, Customer Experience / designSpecialist skills in application support; testing and performance tuning
Salmon Global Prescence
Salmon China Limited 605 Zhongchen BuildingLize Zhongerlu #1Wangjing Science & Technology ParkChaoyang District
China
Salmon LLC220 Old Country RoadMineola NY 11501-4271United States of America Salmon India
504 Tower AIris Tech Park Sector 48 Sohna Road Gurgaon Haryana
Salmon Asia Pacific Level 1, 299 Elizabeth StreetSydney NSW Australia 2000
EuropeSalmon Ltd 2nd Floor 64 Clarendon Road Watford Herts WD17 1DA
eCommerce Practice
End-to-end eCommerce Services
ConsultancyDiscovery phase readiness/enablementStrategy and business caseRequirements DeliveryBusiness Process MappingPackage/component/tool set selection
1 Customer ExperienceCustomer journey mappingVisual design servicesInformation architectureApplication of social mediaUsability
2
Application Support Application supportManaged Service (Hosted by 3rd party)Monitoring and alertingCapacity planningStress testing and performance tuning
3Solution ImplementationArchitecture and designBuild/test/deploy/trainingPerformance by designData, systems, 3rd partysolution integrationImplementation of best practices
4
Working with Partners
What we deliver
Multi-channel Platform“Plumbing”
(Back-office system integration)
eComm UK eComm Intl. EPOSMobile
OptimisedMobileApps
Kiosk Consoles…other channels
Product range Merchandising MarketingRich
Content
Pricing FulfilmentSocial
networkingStatic
content
Business/operations processes
Data Code Tools
skin
What is SAFE
Bit of a History
10+ YEARSOFBUILDINGWEBSPHERECOMMERCESOLUTIONS …
Complex, Custom Solutions for Large Clients
SAFE™
Salmon Application Framework for eCommerce
BestPractices
Knowledge
Experience
DeliveryCapability
Support
In other words: we’ve hand-crafted some complex, difficult solutions. We’ve now bundled all of this experience into a framework we call SAFE ™.
What is SAFE ?
Salmon Application Framework for Ecommerce
A project acceleratorExtends the WebSphere Commerce Madisons B2C starter store
PropositionReduce cost, risk and timescales for WCS platform implementation
Business casePre-built environmentsPre-integrated solutionsShorter projectReduced riskReduced cost
How does SAFE reduce risk, cost and timescales?
By avoiding costs that are often overlooked:Pre-built software environmentsAutomated daily build processPre-built scripting for data propagationAutomated unit testing
Also , by providing the ‘hygiene’ factors needed by every website:Flexible homepage display (eMarketing spot array)Human readable URLs for SEOBuild and Search static content (as well as products)Pre-integration with additional third party servicesWebsite operational health dashboard
SAFECustomer ‘back-end’ systems
Catalogs & products
Pricing
Stock position
Stores list
Customer details*
Order status updates
Orders placed
Payment auth / response
Postcodes / Addresses
Requests
SAFE Integrations
Customer details*
Searches / Results
* Does not include order history information
or
Payment auth / response
New customer account detailsChanges to account details
Tags
or
Catalog / Rating
Content & images
iFrame requests
Email requests
Sales Center
SalmonSupportSMS
gateway
SMS requests
SAFE: A Summary
Open License► Exclusive license to the SAFE source code► Enhance at your will!!
Mgmt Center (Content Management) extensions
Best of Breed Options:► Search / Filtering: Mercado / SOLR► Analytics: CoreMetrics, Google► Payment: Cybersource► Ratings & Reviews: Bazaar Voice
UI Design Service Store templates Integration
► Product, Category, Bundle / Kit, Pricing, Shipping Methods, Stock Levels, Order Export
► XML or CSV
Built on IBM Websphere Commerce™ Enterprise Server
eCommerce Components► Developed, tested and pre-configured► Reusable► Customizable
Production Ready Go to market in 30-90 days
► www.hawkshead.com live in 35 days!!
Best practices Extended sites
► Scotts of Stowe have deployed 14 web properties within a single instance of IBM Commerce running SAFE
► Create a virtual brand► Create a country brand
Project Methodology
Principles of developmentEarly project acceleration (repeatable building blocks): SAFEAvoidance of “black hole” development
Understanding scope and architectural design earlyFast, visible releasesDetail business rules as we go (because the other way doesn’t work)
Stay out of the box wherever possible (future proof)Tight design and development controlHappy customer = long term partnership
Dev: Fortnightly release cycles
Development processAnalysis stream
Development stream
Discovery SDD
Part I: ContextPart II: Visual designPart III: Functional
Part IV: Non-functionalPart V: Plan
Part VI: Common schedule
SAFE Foundation
UserStories
Core architectural design
System testing Final UAT
Data
Live
Application training, familiarisation, support
SAD
Core integration design
workshops
base SDDwireframes
SAFE
SAD
Daily build environment
Continual release testing
Who’s winning?
Who’s winning?
After 6 months, already the biggest store
Profitable and growing fast (promotions, expanding
product line, and territory)
www.mattress.com “Extended Site”
Sleepy’sThe Mattress Professionalswww.sleepys.com
> xxx
> xxx
> xxx
Who’s winning?
30 Sites, one framework to support extended sites
Deeper engagement with Web 2.0
Extensible
ICI Paints
www.dulux.co.uk+ 13 b2c websites+ 16 b2b websites
> 250% Sales Growth
> 60% Visitors Growth
Live in < 90 Days
Who’s winning?
Halfords’ online sales soar 250%
Second most visited sports and leisure website in the UK
Highest turnover ‘Store’
Halfordswww.halfords.com
Online reservations growing by 43%
Internet sales overall represent 18% of sales
Who’s winning?
www.homebase.co.ukwww.argos.co.uk
The eCommerce Conundrum
Low cost of entry Sophistication
Traditionally poor corre
lation
Low cost of entry Sophistication
Current site is ‘held together by string’
Low cost of entry Sophistication
Customer Experience is inconsistent at best
Low cost of entry Sophistication
Current site won’t cope
with Xmas peak
Low cost of entry Sophistication
We can’t add a new channel the way we would like
Low cost of entry Sophistication
All our efforts are focussed on keeping
the lights on – we can’t drive our business
Low cost of entry Sophistication
The business users don’t have control over the
site – we can’t make changes when we want to
Low cost of entry Sophistication
We have to rely on a third party to
make changes to the site and they
don’t have the resource to support it
Low cost of entry Sophistication
The cost of adding new “commodity”
functionality is high
Low cost of entry Sophistication
Internal delivery is focussed
on other initiatives
Low cost of entry Sophistication
Current site won’t scale to support our business growth
Low cost of entry Sophistication
Low cost of entry Sophistication
Platform replacementsFailed projectsPoor customer experiencesBad publicity
Revenue/Sophistication
Hig
her
Low
er
Effort / InvestmentLower Higher
Innovative online solution with tailored offeringse.g. Reserve and Collect, visual search, single page checkout, multi channel integration
Wants and Needs
eCommerce with SAFE
Reduce risks Reduce costs now and down the lineFocus on your Business/your CustomerBe assured
Unique Approach • Unique Solutions
Salmon LLC220 Old Country Road
Mineola NY 11501-4271
United States of America
Tel: 001 516 742 7888 Fax: 001 516 742 9169
Salmon Asia Pacific (Pty Limited)
Level 1, 299 Elizabeth StreetSydney NSW
Australia 2000
Tel: +61 (0)2 8251 0044 Fax: +61 (0)2 8251 0097
Salmon India Ltd 504, Tower - AIris Tech Park
Sec - 48, Sohna RoadGurgaon - 122001
Tel: +11 91 124 4221591
Salmon China Limited 605 Zhongchen Building
Lize Zhongerlu #1Wangjing Science & Technology Park
Chaoyang DistrictBeijing 100102
China
Tel: +86 (0) 10 6439 8779Fax: +86 (0) 10 6439 8665
Salmon Ltd64 Clarendon Road
Watford Hertfordshire
WD17 1DAUnited Kingdom
Tel: +44 (0) 1923 320 000 Fax: +44 (0) 1923 320 023
SAFE™
Features in Action
UI Design. Tuned to perform, designed to sell!!
UI Design Service: Layout And Style Sheet (CSS) Development. Includes Home Page, Product Listing, Product Detail, Check-Out, Static Pages etc.Tuned for performance, designed to sell!!
Home Page: flexible and compelling
Flexible template.Linked to e-Marketing Spots
Home Page PromotionFree Shipping for orders > $399.99
Header / Footer, the way you want it
Header LinksFooter LinksUser Maintained
Static Content, under your control
TemplatesMulti DimensionalUser Maintained
Navigation controls for guided shopping
Main Navigation Bar ComponentMaintained in the Product Catalog
Categories, by type, by brand
CategoriesBy TypeBy BrandBy how-you-want-itMaintained in the Product Catalog
Product Listing
Product ListingMaintained in the Product Catalog
Product Listing Features
Paging, Sorting, Control Results
Faceted Navigation, it’s not just the first page
Lucene / SOLR IntegrationUser Maintained
Rich Search, via SOLR
Site Search, via SOLR
“Quick Look”
Skip to next product
Change attributes, change price
Product Comparison: Drag and Drop
Drag and DropInto Product ComparisonComponent
Product Comparison: Side by Side
Product Detail, the way you need them
Maintained in the Product Catalog
Styled and designed for your customers
WWW.SLEEPYS.COM: Known and trusted brand. Designed for shoppers who will learn about sleep, learn about mattresses, and be led through the sale.
Product Detail, the way you need them
Designed to Sell! Sell! Sell!
Product Detail, inventory aware
Inventory Aware
Cross-sell, Up-Sell, increase order $$
Alternate, Recommended,You-May-Also-Like
Ratings & Reviews improve conversion
67% of shoppers spend more online after recommendations from online community of friends. (Internet Retailer, September 2009)
SEO, increase traffic, increase revenue
SEO friendly URL’shttp://www.petsathome.com/shop/automatic-2-meal-cat-and-small-dog-feeder-by-petmate-15309
User Maintained Meta Data
Home PageProductsCategories Static Pages
Check Out, quick, safe and secure
Cybersource, 3dSecure,Paypal
Store Locator, cross channel consideration
Integration with Google Maps
Extend & Customize: Selfridges Dressing Room
Extend & Customize: Mattress Finder
Step by Step Custom Mattress Finder for www.mattress.com
Extend & Customize: Mattress Finder
Jump to results orcontinue selections
Extend & Customize: Integrate with other channels
- Customer purchased from the Store- Retrieves Order Details Online- Pays Balance Online, prior to delivery
Extend & Customize: 3rd Party Integration