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Jeroen van Mierle
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B2B trends and how to use product content over all channels to increase your business.
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E commerce vakdagen - turn data into business!
1.
Turn data into
business! The latest trends in B2B E-commerce Jeroen van Mierle
2.
Who is Unic? We
service you with your E-commerce challenges
3.
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
4.
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 © Unic B.V. - Page 4
5.
Some references in
PIM, E-commerce, Search, Navigation and Merchandizing. © Unic B.V. - Page 5
6.
Introduction– Some our
customers Midsize and large organizations, locally & globally B2B2C Fashion Retail B2B Finance Anders © Unic B.V. - Page 6
7.
B2B is moving
in the direction of B2C. What is similar between B2B and B2C E- commerce? © Unic B.V. - Page 7
8.
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 © Unic B.V. - Page 8
9.
Main similarities Product content
› 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 © Unic B.V. - Page 9
10.
Main similarities Customer Self
Service › 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 © Unic B.V. - Page 10
11.
B2B E-commerce is
growing rapidly! © Unic B.V. - Page 11
12.
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 © Unic B.V. - Page 12
13.
The Evolving B2B
Site... What are the trends? © Unic B.V. - Page 13
14.
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 © Unic B.V. - Page 14
15.
Question: “What do
these trends have in common?” © Unic B.V. - Page 15
16.
Answer: “It’s all
product content related!” © Unic B.V. - Page 16
17.
Question: “Good, but
how on earth can we manage this product content with limited resources, multiple languages, sales channels, consistently over all channels?” © Unic B.V. - Page 17
18.
Answer: “Try the
best practices from top retailers and invest in the possibilities of a Product Information System. Simple ” © Unic B.V. - Page 18
19.
Introduction into the
world of PIM/PCM By Heiler Software
20.
Introduction into PIM
& PCM Enterprise PIM – does not only serve Online! Images/ Supplier ERP Videos Information Web Shops © Unic B.V. - Page 20
21.
Introduction into PIM
& PCM Enterprise PIM – Can do more! Images/ Supplier ERP Videos Information Printed Catalogs Sales Electronic Mobile Catalogs Web CD/DVD Shops E-Procurement Systems © Unic B.V. - Page 21
22.
Introduction into PIM
& PCM 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 © Unic B.V. - Page 22
23.
Introduction into PIM
& PCM 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% © Unic B.V. - Page 23
24.
Product content is
king You need substantial product descriptions Not like this… ...better this way! © Unic B.V. - Page 24
25.
Product content is
king Enterprise PIM enhances your conversion rate 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 © Unic B.V. - Page 25
26.
And product visuals
are queen Product Images for C-commerce Not like this… No Image Available ...better this way! © Unic B.V. - Page 26
27.
Product content is
everywhere Enterprise PIM enhances your conversion rate 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 © Unic B.V. - Page 29
28.
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 © Unic B.V. - Page 30
29.
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 © Unic B.V. - Page 31
30.
Social product content Optimize
Assortments by listing to the Crowd Not like this… ...better this way! © Unic B.V. - Page 32
31.
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 © Unic B.V. - Page 33
32.
The foundation of
E-commerce Product Information Management as a Driver for E-Commerce PIM E- Commerce …and many more! © Unic B.V. - Page 34
33.
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 © Unic B.V. - Page 35
34.
More information? Visit our
booth Visit us @ our booth! Hall No. 7 @ Booth A074 or ask us to find the way… © Unic B.V. - Page 36