E commerce vakdagen - turn data into business!

Turn data into business!
The latest trends in B2B E-commerce

Jeroen van Mierle

Who is Unic?
We service you with your E-commerce challenges

The Unic Group is rapidly expanding

Pan-european eCommerce & PIM specialist with Swiss roots

Core markets › Subsidiaries in Core Markets
Adjacent markets
› 1996 Bern & Zurich
Nearshore markets
› 2008 Amsterdam & Vienna
› 2010 Brussels
› 2011 Stuttgart

› Adjacent Markets
› Clients in UK, IT, DK, SWE

› Figures of the Unic Group
› 260 Employees from over 15 Nations
› 5 Office in 4 Countries

© Unic B.V. - Page 3

Introduction– Our services

Unic offers services to support E-business

1. Plan 2. Build 3. Run

Informationsdesign E-Marketing
Concepts & GUI SEO/SEM, E-Mail, CRM, Campaigns
Operations
Consulting E-Commerce, Multichannel, Social Marketing Conversion
Roadmapping, PIM Twitter, Facebook, Blogs, Flicker, improvement,
product-/market E-Business Solutions LinkedIn, etc. traffic

Fulfilment
selection, generation,
requirement content
definition, Websites, Portals, Web Apps Analytics & Reporting improvement,
package WCMS Solutions KPI, Dashboards, Insights dashboarding,
selection. SEO, SEA,
email marketing
Intranets & Extranets E-Business Support
Process Mgmt, Training, Content Mgmt,
Business, Collaboration & DMS
Audits
Processes, Application,
Technology Infrastructure,
Records Management Customer Services Hosting
Archiving Solutions Support, 24/7, Helpdesk 5*8

Full Service


Some references in PIM, E-commerce,
Search, Navigation and Merchandizing.


Introduction– Some our customers

Midsize and large organizations, locally & globally

B2B2C Fashion Retail B2B Finance Anders


B2B is moving in the direction of B2C. What
is similar between B2B and B2C E-
commerce?


Main similarities

Search, categorization

› Online Merchandising
› Search
› Categorization
› Cross-Sells / Up-Sells

› Online Marketing
› Segmentation / Targeting
› Recency / Frequency

› Similar management challenges
› Heavy product content burden
› Integrating with large enterprise
systems

› Customer Self Service


Main similarities

Product content

› Search
› Categorization


systems



Main similarities

Customer Self Service

› Search
› Categorization


systems



B2B E-commerce is growing rapidly!


B2B eCommerce is growing rapidly

Improve • Customer self-service and process automation
operational • Improvement in order capture and processing
efficiency

Build
stronger • Make it easier to do business
direct • Improve availability, responsiveness, and service
relationships

• Increase up- & cross-selling
Grow the
business • Acquire new customers earlier too small or too far away
• Prevent customers leaving with sales rep changes


The Evolving B2B Site... What are the
trends?


B2B is evolving

Key trends that we found at our customers

1. Extreme Personalization 7. Content and offer targeting
› May deliver versions based on role, › Based on role, segment, ordering
location, contract, buying history history
› Customized catalogs, assortments › Integrated with marketing tools
or product exclusivity to different 8. Promotions and special pricing
customers or regions 9. Visualization tools / Product
2. Searchandising, including guided configuration
navigation 10. Managing & leveraging content across
3. Improved ordering processes channels
4. Robust self-service 11. SEO
5. Multichannel integration 12. The Print channel is automated
6. Mobile UI, apps

Question: “What do these trends have in
common?”


Answer: “It’s all product content related!”


Question: “Good, but how on earth can we
manage this product content with limited
resources, multiple languages, sales
channels, consistently over all channels?”


Answer: “Try the best practices from top
retailers and invest in the possibilities of a
Product Information System. Simple ”


Introduction into the world of PIM/PCM
By Heiler Software

Introduction into PIM & PCM

Enterprise PIM – does not only serve Online!
Images/ Supplier
ERP
Videos Information

Web
Shops



Enterprise PIM – Can do more!
Images/ Supplier
ERP
Videos Information

Printed Catalogs
Sales

Electronic
Mobile
Catalogs

Web
CD/DVD
Shops

E-Procurement
Systems



Focus on: „What can PIM bring to E-Commerce“

PIM helps retailers and industrial distributors to:
1. increase Conversion Rate
2. reduce Return Shipments
3. provide Facetted Search
4. get the Long Tail
5. optimize Assortments
6. manage Multi-Shop Environments
7. become Number 1 in Multi-Channel retailing



Enterprise PIM enhances your conversion rate

BAD Product Data has an extensive
100%
impact on your Conversion Rate!
-34% Front page

Retailers loose 9 out of 10 customers -24% Category page

-33% Product page
before dropping products in the shopping
-6% Shopping cart
cart.
Reason

Bad Product Data Quality
Conversion 3%


Product content is king

You need substantial product descriptions

Not like this…

...better this way!


Product content is king


BAD Product Presentations results
MEDIUM
into high rates of product return
shipments BAD

GOOD
Customers feel uncomfortable
choosing the right things. Therefore
Retailers loose competitive
advantages with unnecessary return
shipments.
Reason

BAD Product Presentation


And product visuals are queen

Product Images for C-commerce

Not like this…

No Image
Available

...better this way!


Product content is everywhere


INEFFICIANT Information Supply
100%
Chains with suppliers results into
leak of knowledge about products. -34% Front page
-24% Category page
-33% Product page
-6% Shopping cart
Today, a Retailer is a content hub for
virtual products. If you don’t know a
product, you cannot sell!

Reason

INEFFICIANT Information Supply
Chain


Product content is everywhere

End 2 End Process

generate enrich publish consume
send receive inform
present compare
specify classify
normalize comment
control

Product Data Product Data Product Data

Suppliers Manufacturers Distributors Retailers Customers

End 2 End Process for Product Data


Social product content

Optimize Assortments by listing to the Crowd

NOT listening to the Crowd is a waste of User
100% Facebook
Ratings
Ratings

knowledge that you can get for free!
-34% Front page
Comments
-24% Category page
Customer Feedback is important to optimize -33% Product page
-6% Shopping cart
Assortments and to find the right products to sell!
Just like user generate content, assortments and
products can be influenced by the crowd.

Reason

NO Customer Feedback to the PIM


Social product content

Optimize Assortments by listing to the Crowd

Not like this…

...better this way!


Product content through all channels

Multi-Channel Commerce
100%
LIMMITING yourself to only one E-
-34% Front page
Commerce Platform is a waste of -24% Category page
-33% Product page
opportunities. -6% Shopping cart

Shop Platforms are made for a specific
purposes. With PIM you can feed any Sales
Channel for any purpose.

Reason

LEAK of Interfaces available


The foundation of E-commerce

Product Information Management as a Driver for E-Commerce

PIM

E-
Commerce

…and many more!


Hey, we know this...

B2C best practices now used in B2B

Search engine friendly Search /Navigation
Forums Product Information
Online marketing Guided Selling
Browse/
Wish-lists Find Reviews
Reach Comparison
Behavioural Targeting

Newsletter Cross-selling
Convert Recommendations
Vouchers
Loyality Programs Retain Easy payment
My Account Promotions
Returns Call-Center Integration


More information?

Visit our booth

Visit us @ our booth!
Hall No. 7 @ Booth A074
or ask us to find the way…


E commerce vakdagen - turn data into business!

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