Am Mittwoch 5. Oktober präsentierte Origammi Switzerland AG und Astina AG: B2B(2C) E-Commerce, Aktuelle Trends und Visionen – kompakt verpackt Zahlreiche E-Commerce Professionals und Marketingverantwortliche trafen sich zu einem spannenden und qualitativen Austausch und anschliessendem Apéro in den neu gestalteten Räumen an der Hardturmstrasse 105 in Zürich. Diese Präsentation wurde erstellt und präsentiert von: Marc Gasser, CEO, Origammi Switzerland AG, Matthias Alder, CEO, Astina AG Weitere Vorträge am gleichen Abend: Andrea Leiser, Head of Marketing (Board Member), Distrelec Group AG - B2B E-Commerce Trends: 10 Hypothesen für ein erfolgreiches Multichannel Marketing https://goo.gl/MQ6y74 Ubaldo Piccone, Head of E-Commerce & Direct Sales, Miele AG - Multichannel E-Commerce in B2B(2C) am Beispiel Weisswaren https://goo.gl/m86g03

1. ORIGAMMI
B2B(2C) E-COMMERCE
INFRASTRUCTURE OF
THE FUTURE

2. A SEAMLESS AND ENGAGING
E-COMMERCE EXPERIENCE

3. CUSTOMERS
ARE PREDICTABLE

4. LOYALTY
Consumer Online
Consumer Offline
EXHIBITION /
SHOWROOM
TARGETED VIA
REMARKETING
ORDER BROCHURE
CONSULTING
APPOINTMENT
DELIVERY STATUS
NEWSLETTER
PURCHASE
ONLINE
DELIVERY OF CARE
PRODUCT
PROSPECT SALES AFTER-SALESSALES AFTER SALES LOYALTYAWARENESS
ON WEBSITE VIA
GOOGLE
INTEREST OF
CONSUMER
INSTALLATION AT
HOME
FEEDBACK
& SERVICE
MAKE
APPOINTMENT
INVOICE
DELIVERY OF
BROCHURE
CONFIRMATION

5. Dealer Online
Dealer Offline
DEALER
EXHIBITION
PLANNING
AIDS
ONLINE ADS
AUTOMATED
SURVEY
ADDITIONAL
SERVICE
PROSPECT SALES AFTER SALES LOYALTYAWARENESS
PRODUCT CONFIGURATION
INFO ON
B2B SHOP / PORTAL
PICKUP AT POS
INSTALLATION
GOT FEEDBACK
ASSIGNED TO
OPPORTUNITY

6. WE HAVE THE
FORMULA

7. PROMOTERS
ATTRACT CONNECT &
CONVERT
CLOSE &
DELIGHT
VISITORS LEADS CUSTOMERS PROMOTERSSTRANGERS
OUT- & INBOUND MARKETING CALLS-TO-ACTION AUTOMATION REPORTING

8. ATTRACT
CONNECT &
CONVERT
CLOSE &
DELIGHT
Convert Leads to Loyal
Customers
Convert Strangers to
Visitors
Convert Visitors to Leads

9. FOR CONTENT
CREATORS & ADMINS
FOR DESIGNERS &
DEVELOPERS
FOR MARKETEERS
Illustrations: 2016 eZ Systems AS
CMS / ADMIN
PLATFORM
TOOLBOX
Personalization |
Analytics | Marketing
Automation | ...
CUSTOMER
DATA HUB
YOUR
SOFTWARE
AS
A
SERVICE
PROVIDER

10. Persistence & IO SPI
Public API
REST API
CMS /
Admin
END USERS
Website / Shop
Symfony2 Web Framework
Twig Template
Engine
Platform Business Logic
STORAGE
ECHOO
Admin Interface
APIs
Web Framework & Dev
Kernel(s)
Content & Data
Customer Data Hub Marketing Automation, Personalization, ...MARKETEERS
CONTENT CREATORS
& ADMINS
DESIGNERS &
DEVELOPERS
2016 eZ Systems AS

11. THE UNDERLYING MAGIC

13. Astina AG +41 44 271 16 10
Hardturmstrasse 105 astina.ch
8005 Zürich
Anforderungen und Lösungsansätze
(B2B) E-Commerce Architektur
Matthias Alder
05. Oktober 2016

14. Was sind die Anforderungen
an eine E-Commerce Architektur?

15. „Architektur?
Interessiert mich nicht.
Das macht unser Dienstleister“

16. 4. Kosteneffizienz

17. 4. Kosteneffizienz
3. Stabilität

18. 4. Kosteneffizienz
3. Stabilität
2. Nachhaltigkeit

19. 4. Kosteneffizienz
3. Stabilität
2. Nachhaltigkeit
1. Flexibilität

20. Lösungsansätze

21. E-Commerce as a Service
▸ Kosteneffizienz
▸ Stabilität
▸ Nachhaltigkeit
▸ Flexibilität
z. B. Shopify
+
+ (aber keine Kontrolle)
?
-

22. ERP
CRM
PIM
Buchhaltung

23. E-Commerce Monolith
z. B. Magento, Prestashop, Bigcommerce,...
ERP
PIM
Buchhaltung

24. E-Commerce Monolith
▸ Kosteneffizienz
▸ Stabilität
▸ Nachhaltigkeit
▸ Flexibilität
z. B. Magento
- (Kostentreiber Datenredundanz)
+
+
-

25. Shop-
System

26. ERP
CRM
CMS
MAM
PIM

27. E-Commerce als Integrationslösung
Middleware, z. B. PALOMA
ERP Webshop
Public API
Mobile
applicationCRM
PIM
Buchhaltung

29. E-Commerce als Integrationslösung
▸ Kosteneffizienz
▸ Stabilität
▸ Nachhaltigkeit
▸ Flexibilität
Middleware, z. B. PALOMA
- (aber effiziente Prozesse)
+
+
+

30. Erfolgsfaktoren
▸ Internes Know-How auf Architektur-Ebene schaffen
und langfristig sichern.
▸ Mit spezialisierten Dienstleistern arbeiten
▸ Organisation und Architektur aufeinander
abstimmen.
▸ E-Commerce nicht in einem Fachbereich isolieren.
▸ Die E-Commerce-Architektur auf die
Unternehmensstrategie abstimmen.

31. WHY RELEVANCE MATTERS

32. 94% OF CUSTOMERS HAVE DISCONTINUED
COMMUNICATION WITH A COMPANY BECAUSE OF
IRRELEVANT INFORMATION
Blue Research, CEM deck, Personalization Study 2015

33. The path to 2020: Marketers seize the customer experience is an Economist Intelligence Unit
report, sponsored by Marketo.
A survey that included responses from 499 CMOs and senior marketing executives
worldwide. Respondents are located in North America (27%), Europe (30%), Asia-Paci c (36%)
and Rest of World (7%).
More than 50% of survey respondents (52%) hail from companies with more than US$500m in
revenue.
In addition, a series of in-depth interviews with senior executives.

34. EVERY USER AND USER GROUP
INTERACTS DIFFERENTLY

35. FEATURES B2C B2B
Goals Product driven Relationship driven
Order process Quick More steps, complex
User Consumers dealer, well informed
Frequency Less frequent Very regular base
Stock Buys product on stock Busys product with longer delivery times
Pricing strategies Standard pricing Individualized Pricing, Manufacturer Suggest
Retail Price (MSRP) and Min. Adv. Price (MAP)
Payments Creditcards Individual
Buying decision Emotional, based on want and desire Planned and logical, based on needs
Shipping Common carriers LTL, less than truckload, TL truckload, break
quantities down by multiple ship dates
Product variants Simple Complex and industry specific
Packing Single units Minimums und case packs

36. 2016 B2B-Content Marketing Trends Survey - North America (1334 von 1521 Unternehmen in Nordamerika, betreiben aktiv Content Marketing)
origammi.co/b2b-facts

37. WE ADD SENSE