© Copyright IBM Corporation 2010

WebSphere Commerce:apuesta de futuro para tu negocio on-line

Miguel Nobre dos ReisWW Sales para eCommerce

WebSphere Commerce

2 © 2010 IBM Corporation

IBM transforma la visión en realidad

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Net.Commerce V1.0

Net.Commerce V2.0Net.Commerce V3.2

WS Commerce V4.1

WS Commerce V5.1

WS Commerce V5.4

WS Commerce V5.5

WS Commerce V5.6

WS Commerce V5.6.1

Net.Commerce V3.1

WS Commerce V6

2007 2008

V6 FEP*Web 2.0

CoremetricsSOI

Business user tooling

Nov2009

WS Commerce V7Social CommerceDialog activities

More triggers /actionsBusiness user tooling

…y define el curso del eCommerce en los últimos 14 años

WebSphere Commerce

3 © 2010 IBM Corporation

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Net.Commerce V1.0

Net.Commerce V2.0Net.Commerce V3.2

WS Commerce V4.1

WS Commerce V5.1

WS Commerce V5.4

WS Commerce V5.5

WS Commerce V5.6

WS Commerce V5.6.1

Net.Commerce V3.1

WS Commerce V6

2007 2008

V6 FEP*Web 2.0

CoremetricsSOI

Business user tooling

Nov2009

WS Commerce V7Social CommerceDialog activities

More triggers /actionsBusiness user tooling• Proprietary architecture

• Dynamic pages via net.data• Catalog• Shopping cart• Shopper groups/registration• SET payments• Taxware integration• APIs

• Proprietary architecture• Dynamic pages via net.data• Catalog• Shopping cart• Shopper groups/registration• SET payments• Taxware integration• APIs

• Cross-Channel Order Mgmt• Flexible Pricing• RFQs• B2B workflow• Contracts• Comprehensive globalization• Collaborative content mgmt• Advanced order mgmt• Payment architecture• Tax, shipping, fulfillment

integration• Comprehensive integration

framework and tools• Web services

•100% Java and open stds•WAS and RAD•Catalogs•Search Optimization•Segmentation & Targeting •Promos, Discounts, Coupons•A/B Testing•e-mail Campaigns•Search & Guided Selling•Merchandizing Associations•Awards & Points•Gift Registry •Auctions•Sales Center

IBM transforma la visión en realidad

WebSphere Commerce

4 © 2010 IBM Corporation

Líder en el mercado

WebSphere Commerce

5 © 2010 IBM Corporation

Cambiando el modo como hacemos negocios, creamos y mantenemos relaciones y garantizamos el valor de la marca

Data

POS

Kiosk

WebB2B sites Tele, mobile

Customer procurement / systems

Fulfillment

Suppliers

RetailersDistributors

Resellers / DealersLegacy systems

Back-end

B2B / Partners

WebSphere Commerce

6 © 2010 IBM Corporation

Plataforma de interacción con el clienteInteracción con el cliente

Procesos de negocios configurables

Infraestructura

Tool para desarrollo

Interacción asistidaCatalogo & Textos

Comunidades

Contractos & Relaciones

Sites extendidos

Globalización & Localización

Merchandising Management depedidos

Widgets

Management de la relación con partners

Marketing de precisión

Search andShopping Engine

Tool usuario interno LOB

Personalización

Fundación

Extendida

IBMintegra

POS

Email

SMS

Experiencia extendida de la marca usando Remote Widgets

IBMya le da

Management de lainteracción

Directa

Web

Móvil

Quioscos

Call Center

WebSphere Commerce

7 © 2010 IBM Corporation

Cambiando el modo como hacemos negocios, creamos y mantenemos relaciones y garantizamos el valor de la marca

Data

POS

Kiosk

Web

B2B sites Tele, mobileCustomer procurement /

systems

Fulfillment

Suppliers

Retailers

Distributors

Resellers / DealersLegacy systems

Back-end

B2B / Partners

WebSphere Commerce

8 © 2010 IBM Corporation

Marketing de precisión - terminología

WebSphere Commerce

9 © 2010 IBM Corporation

Marketing de precisión – áreas controladas para actividades en la Web

WebSphere Commerce

10 © 2010 IBM Corporation

Marketing de precisión – eventos controlados para actividades en la Web

WebSphere Commerce

11 © 2010 IBM Corporation

Marketing de precisión – acciones para actividades en la Web

© Copyright IBM Corporation 2010

Preguntas?

WebSphere Commerce

13 © 2010 IBM Corporation

Extended Brand ExperienceExtend the experience beyond retailers website by embedding widgets in 3rd party Internet properties and by supporting feeds

Search and Comparison

Shopping Engine Optimization

Affiliate Sites Aggregators /Portals

Social Sites/ Communities

Widgets (Internet,

Desktop, Mobile)

Viral Marketing

Brand 2 Brand 3Brand 1 Brand 4

WebSphere Commerce

14 © 2010 IBM Corporation

Extend and Manage Brand Experience

Deals

Coupons

Access my lists

My Community

Search

Personalized Widgets

Smartphone Apps & Widgets

Social Network widgets & apps Affiliate Marketing Widgets

Affiliate Partner 1 Retail

Partner

B2B Solutions Partner

Man

age

Bra

nd E

xper

ienc

e

Reseller 1

Exte

nd B

rand

Exp

erie

nce

WebSphere Commerce

15 © 2010 IBM Corporation

Enable retailers to extend brand experience to third-party Web sites, including social networking sites for marketing and promotions

– Allow shoppers to share their "favorites" list and gift registry– Allow retailers to offer and centrally manage marketing and

promotions outside of retailer's own site

• Manage the brand experience on third-party Web sites through IBM Management Center

• Synchronize Web promotions on retailer Web sites with third-party Web sites

• Enable shoppers to subscribe to marketing and promotion content feeds

• Allow shoppers to share their wish list and gift registry with their friends and family on social networking sites

Key Features

Benefits

Provide a new channel to promote brand and

products

Leverage social networks to improve consumer reach and drive traffic to the retailer's own Web site

Control brand experience centrally and easily

Help increase customer satisfaction and loyalty

Remote Widgets

WebSphere Commerce

16 © 2010 IBM Corporation

Remote Widgets: Shopper-driven Scenarios

My Wish List widget/My favorites widget: Enables shoppers to share their favorite products or recommended products on social networking sites or personal sites such as blogs

Gift Registry widget: Enables shoppers to post their gift registries on their favorite social networking sites

Promotion & Brand widget/feed: Enables shoppers to get branded retailer messages, Show the hottest deal (Deal of the day), etc via widget or feed

WebSphere Commerce

17 © 2010 IBM Corporation

Remote Widgets: Retailer-driven Scenarios

Promotions & Brand Widget: Connect WebSphere Commerce eSpots to retailer owned social networking sites, affiliate and partner sites.

Centrally manage and control all remote eSpots from the Management Center, WC business user tool

Partner Sites

Content Sites

Affiliate Sites

Social Networks

….

3rd Party SitesManagement Center

Local eSpot

Remote eSpot

Retailer Site

WebSphere Commerce

18 © 2010 IBM Corporation

Digital Coupons Promotion and Redemption 1B. Coupon Promotion /

eSpot issues coupon1A. Precision marketing triggers issue of coupon

3. Redeem Coupon at Checkout (web or mobile) 2. Coupon Wallet in Web & Mobile Store

WebSphere Commerce

19 © 2010 IBM Corporation

Brazil Starter Store

Promotions based on payment method

Installment-based payment

Boleto Bancário/ bank billet

Variety of payment choices

Brazil starter store delivers localized shopping experience and payment options

Starter StoreLocalized look and feelSupport for Brazilian user data (CPF, CEP, CNPJ)

PromotionsPromotions based on payment method, number of installments, shipping method, credit card brand*Featured promotions for individual itemsAbility to exclude selected manufacturers from promotion

PaymentsModify price based on payment methodInstallment payments*Boleto paymentInternet banking (punch-out payment)

*New feature in Madisons and Elite Starter stores

WebSphere Commerce

20 © 2010 IBM Corporation

Delivering dynamic, personalized shopping experience using WebSphere Commerce Extended Sites“Extended Sites functionality remains a key strength. IBM provides the ability to

create online storefronts with unique business rules and marketing campaigns but shared central management and data” – Forrester 2006

SegmentBrand

SegmentBrand

BrandSegment

CountryCountry

Country

WebSphere Commerce

Customer Interaction Platform

Extended Sites: Multiple storefronts on single

instanceExtended Sites offer powerful capability to rapidly (without IT involvement, functionality/integration with 3rd party just needs to be checked, code change, server stop/start) deploy multiple storefronts on a “single” instance for

Multiple market segments

Multiple brands

Multiple regions/countries

Deliver highly targeted and consistent brand experience sharing assets like catalog and business logic across sites

Reduce cost by centralizing operations and leveraging tools to customize shopping experience

WebSphere Commerce

21 © 2010 IBM Corporation

Extended Site: Technology Enabling Business Models

Customer Interaction PlatformERP

Legacy, Inventory

PLM

WC Asset StoreNon customer facing ‘store’, but

contains “Reusable Assets”

• Artifacts (e.g. catalog)

• Business Logic (e.g. processes)

• Store Models

Catalog

N + 1 … N + 2 … N + 3 …

Biz Mgmt Biz Mgmt Biz MgmtExtended Sites• Storefront

• Business Logic

• Data

• Collective or individual Mgmt

Store 2 Store NStore 1

WebSphere Commerce

22 © 2010 IBM Corporation

Cross-Channel Optimization: Mobile CommerceiPhone App (also for

Symbian and MS-Mobile devices)– Native iPhone user

experience and UI layout– Leverage HTML5 capabilities– Device feature integration

and exploitation– Mobile coupon wallet

WebSphere Commerce

23 © 2010 IBM Corporation

IBM Mobile Store Solution: Browsing

Browse Catalog Product Detail Ratings & Reviews Compare Products

WebSphere Commerce

24 © 2010 IBM Corporation

IBM Mobile Store Solution: Transacting

View Order Confirmation

Select Pickup Store & CheckoutSearch Products Add to Cart

WebSphere Commerce

25 © 2010 IBM Corporation

iPhone Application - Home

Rotational Marketing eSpots for promotional products

Scrolling feature products. Users tap the product image to view details

‘More’ to access additional functions(Search, Compare, My Account, …)Users tap to view products

by category

Tap bar to access common functions(Home, Store Locator, Wish List, Shop Cart)

WebSphere Commerce

26 © 2010 IBM Corporation

iPhone Application - Products

Users flick left or right to see previous or next products Page indicator at the bottom to guide the users

Tap to see product details with large

image

Navigational bar

Search field to find products directly

Product list page with product summary information

WebSphere Commerce

27 © 2010 IBM Corporation

iPhone Application – Buy on Mobile Pickup In- Store

Pre-fill billing/shipping address from iPhone address book during checkout

Buy on mobile device & pick up in store Store Location Map

imbedded in applicationfor ease of navigation

Promotion code received via SMS or email

Tap on Store Locatorto find the nearby stores

based on current GPS location