How they can co-operate for a better "Shopping Experience“

1. WebSphere Commerce +
WCM
How they can
co-operate for a better
"Shopping Experience“
Claudia Degli Esposti
SWG-Industry Solution

2. A complete Solution – Smarter Commerce
Buy Market
Sourcing, Insight Strategy Targeted and
controlling personalized
and marketing
procurement Buy Market across all
of goods and customer
services interactions
Customer
Service Sell
Servicing Service Sell Enables selling
customer and fulfillment
needs across of products
all interaction and services
channels across all
channels
Engagement

3. The Smarter Commerce product portfolio
CUSTOMER VALUE STRATEGY
CORE BUSINESS SOLUTIONS
Buy Market Sell Service
Emptoris
• Spend Analysis
Unica Emptoris
• Sourcing • Resource Mgmt • Contract Management
• Contract Management • Campaign Mgmt Sterling Commerce
• Marketing execution WebSphere Commerce • Delivery & service Scheduling
• Supplier Lifecycle Management •Cross-Channel Selling
• Performance • Reverse Logistics
• Category Compliance Management • Customer-centric Shopping
• Analysis
Experience Sterling Commerce
• B2C/B2B Storefronts
• Order Management
• Precision Marketing
• Configuration, Pricing, Quoting
Sterling Commerce • Multi-vendor catalog IBM Case Manager
Coremetrics • Case Design, Run-time,
• Transportation Management • Analytics & Reporting • Warehouse Management
• Transportation Management Analytics
• Supply Chain Visibility • Segmentation • Collaboration
• B2B Integration • Search Optimization • Supply Chain Visibility
• B2B Integration • Rules & Events
• Supplier Portal Vendor Compliance
Retail Store Solutions
• Retail POS Solutions
DemandTec • Self-Service Portal/Kiosk
• Price, Promotion, • POS Applications
ILOG Supply Chain Merchandising ILOG Supply Chain Unica
• Product Optimization • Marketing Analytics • Network Optimization • Service messaging
• Inventory Optimization • Transportation Optimization • Notifications
CUSTOMER INSIGHT SOLUTIONS
3

4. WebSphere Commerce solution
Starter Store
Catalog Management
Promotion
Marketing
Search
Mobile
Social
MultiBrand/MultiSite
Back-end integration

5. WebSphere Commerce V7 Highlights
 Precision Marketing  Mobile Commerce
Automated, one-to-one marketing Mobile shopping,
based on preference and behavior marketing messages,
across multiple channels order status & list
 Social Commerce
Ratings & Reviews, Blogs,
 Management Center Photos, and Profiles
Business tools for Dialog Builder,
Segmentation & Marketing Spots
 B2B Starter Store
Web 2.0 based store
model for rich &
streamlined experience
 Improved Foundation
Underlying software stack updated to WAS 7, DB2 v9.5
5

6. Management Center Tools
Tool Tab
Store List
Menu bar
Toolbar
Search Box
List View
Utilities Pane
Explorer View
Properties View
Designed for Ease of Use Flexibility
 Drag-and-drop  Configurable role-based UI by business
 Automated task guidance provides step user
by step instructions for each activity Integrated
 Enhanced rich text editor with rich text &  Designed and integrated with Content
HTML views Management Systems and Product
 Direct and bulk update of editable fields Information Management solutions
in any tables

7. WCM environment
Various Contributors Various Platforms
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8. WC/WCM Integration Scenarios
The following demo is a Proof of Technology that shows
3 integration scenarios between WebSphere
Commerce and Web Content Manager.
Scenario 1:
Adding related content to a product from WCM Content
Scenario 2:
Populating an e-Marketing spot with WCM Content
Scenario 3:
Publishing WCM Content to WebSphere Commerce via
Dataload Framework
8

9. WC/WCM Integration Scenarios
Scenario 1: Adding related content
Scenario 2: Populating an e-Marketing spot
Scenario 3: Publishing to the WC Dataload Framework
9 WebSphere Commerce and Lotus Web Content Management Integrated Asset

10. Product related content (1)…

11. …product related content (2)

12. WC/WCM Integration Scenarios
Scenario 1: Adding related content
Scenario 2: Populating an e-Marketing spot
Scenario 3: Publishing to the WC Dataload Framework
• Search for WCM content directly from Management Center
• Associate WCM content to a WC Product using Drag and
Drop
• See WCM Content Live on WC Product Page
12 WebSphere Commerce and Lotus Web Content Management Integrated Asset

13. WC/WCM Integration Scenarios
Scenario 1: Adding related content
Scenario 2: Populating an e-Marketing spot
Scenario 3: Publishing to the WC Dataload Framework
13 WebSphere Commerce and Lotus Web Content Management Integrated Asset

14. e-Marketing spots and content
• Defines a piece of real estate
on the site for displaying
targeted content
• Built into the pages by site
designers during development
• Utilized by LOB user to deliver
marketing activities to
customer segments
• Default or dynamic content in
marketing spot via web activity

15. Customer Centricity: Precision Marketing
•Precision Marketing provides automated, one-to-one, dynamic merchandising
and marketing based on individual preferences and shopping intentions
•WC processes triggers and based on previously-defined flexible rules, it initiates
an action that can be routed through any WC-controlled touchpoint
•Integrated solution handles on-going dialog with customers, over time, across
channels as customer's behavior changes
Triggers Actions
• Pages viewed • Custom landing page
• Location • Custom Email or SMS
• Past purchases • Custom product or
category page
• Clicks
• Social Participation
WebSphere Commerce • Targeted Cross-sells
& Up-sells
• Segment/Persona Marketing Engine • Promotion
membership
• Open/un-open email • Marketing campaign
• Web / kiosk / mobile / • Web / mobile / kiosk
call center / POS • Other
• Other
16
-

16. Web Activity for WCM Dynamic Content
ACTION
TARGET
TRIGGER

17. WC/WCM Integration Scenarios
Scenario 1: Adding related content
Scenario 2: Populating an e-Marketing spot
Scenario 3: Publishing to the WC Dataload Framework
• Insert WCM Content into an eSpot as Default Content
• Schedule WCM Content into an eSpot using a Web Activity
• New “Display WCM Content” Action in Activity Builder
18 WebSphere Commerce and Lotus Web Content Management Integrated Asset

18. WC/WCM Integration Scenarios
Scenario 1: Adding related content
Scenario 2: Populating an e-Marketing spot
Scenario 3: Publishing to the WC Dataload Framework
19 WebSphere Commerce and Lotus Web Content Management Integrated Asset

19. IBM WCM and WebSphere Commerce
Web Feed Integration
Admin WebSphere Commerce
Configure
RSS/ATOM
Feeds Connector Content Attachment
IBM WCM Dataload
(feed Framework DB
reader)

20. Publishing in WCM – Feeding WC
Triggers the web-feed integration. Two
piece of content are generated and loaded
in WC: Asset and Content

21. WC/WCM Integration Scenarios
Scenario 1: Adding related content
Scenario 2: Populating an e-Marketing spot
Scenario 3: Publishing to the WC Dataload Framework
• Use WCM Workflow to Initiate Web Feed dataload in WC
• Web Feed dataload creates a WC Attachment object
• Enhancement of Web Feed dataload to create WC
Marketing Content
23 WebSphere Commerce and Lotus Web Content Management Integrated Asset

22. Benefits
WCM and WebSphere Commerce integrate to allow customers to:
– Establish smooth co-existence between the web content system and commerce
– Provide business people with easy-to-use tools to keep the content up to date and make changes
themselves.
– The core benefits of e-spots and content spots: promote products, offers and other marketing
content.
– By separating the content from the presentation layer, it gives business users the flexibility and
control to mange the content to optimize the online sales, branding and marketing effort.
– Deliver responsiveness and reliability at a lower cost by working smarter -- using faster performing
and easier tools such as the Ephox rich-text editor
– Realize greater efficiencies with streamlined business processes and uptake by the content
community with WCM V7 tools like
- Simpler authoring forms
- Improved rich text editor
- Updated dialog boxes
- Reduced click streams for simple actions
– Out of the box integration points for IBM WebSphere Commerce including WebSphere Dynacache
to give site developers a single tool for achieving excellent Web site performance
– Scalability, reliability, and performance based on the WebSphere Application Server foundation
– The easy content creation and manipulation capabilities mean that you can drastically reduce the
time required to deploy or change content

23. Other integrations?
• Lotus Sametime
• Lotus Connection
• Portal and WebSphere Commerce
• …?

24. http://www.dahl.se/wps/wcm/connect/Dahl/dahl/
WebSphere Portal:
• Documentation
• Brochures
• Product manuals
• Utilities
•…
Logon as Guest (or as
registered user): this
enters the WebSphere
Commerce site (see next
page)

25. http://eshop.dahl.se/webapp/wcs/stores/servlet/TopCategoriesDisplay?langId=46&storeId=10551&catalo
gId=10001

26. What is an Exceptional Web
Experience?

27. Grazie agli sponsor per aver reso possibile i
Dominopoint Days 2012!
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