50% dos consumidores B2B hoje estão no ambiente online. O primeiro passo para aliar a experiência B2B e as operações da empresa é estabelecer a visão e os objetivos da marca, com os próximos passos que a empresa está disposta a dar e quais são os seus limites de acordo com a sua cultura.

1. Creating & Defining a B2B eCommerce Strategy
MARTA DALTON, DIRECTOR OF ECOMMERCE

2. Me by the Numbers
2
years in
eCommerce,
Software Dev,
Digital Mktg
14
5+
eCommerce
Platforms
launched or
maintained
Content &
Marketing
Systems launched
or maintained
10 4
eCommerce
Departments
built from the
ground up
Build B2B eCommerce
departments at:

3. B2B Market Trends
3

4. 4
59%
50%+
74%
of B2B organizations
have 1/3 of their
customers buying online of B2B buyers make half
or more of their work
purchases online
of B2B buyers research half
or more of their work
purchases online 86% of B2B companies offer
online buying
93% of B2B buyers prefer to buy
online when they’ve decided
what to buy
1/3 of B2B buyers use mobile
devices to research
purchases
68%
of B2B buyers prefer to
browse websites for
product

5. 928B 484B
92B
54B
87B
686B
2,331B
Global B2B eCommerce Market

6. 6
Brazil eCommerce Market Growth
2017 ended with 8%
growth, 55M consumers
spending BRL 47.7B
2018 is expected to
have 12% growth with
BRL 60B in sales

7. The Foundation
7

8. 8
WHAT
• Vision &
Rules of
Engagement
• Customer
Culture
• Customer
Value
Objectives
• Business
Case & KPI’s
WHO
• Segmentation
Model
• Lifecycle &
Life Stage
• Experience &
Journey
Design
• Channel
Management
HOW
• Propositions
& Contact
Plans
• Capability
Enhancement
• Data &
Technology
• Voice of the
Customer
Strategy Components
From CustomerAttuned, http://customerattuned.com/blog/12-critical-components-of-great-b2b-customer-strategy-part-1/

9. Strategic
Go To Market StrategyCustomer & Order Goals Cashless Payment ModelBottler Partnership
Operational
eCommerce Marketing Digital Merchandising Analytics Sales Capability Customer Support
Key Success Factors

10. 10

11. The Technology Side
11

12. IRCE 2017- Tech Workshop [session title] 12
EDI
Web
Mobile
FLAVORS OF ECOMMERCE
Punchout

13. 13
The
Technology
Building
Blocks of
eCommerce

14. 14
Content
Management
Product
Information
Management
Web
Analytics
Personalization Marketing
Automation
Site Search
Product
Recommendations

15. The Business Side
15

16. 16
Channel
Combinations
Customer
Types
Special
Requirements
ROUTES TO MARKET

17. eCommerce as an AND with call center or sales reps
17
It takes 7-9 touches to get a customer to act
Offline interactions influence 40% of online searches
Offline/Online together are 50% more efficient than
offline alone1
Offline/Online together are 20% more efficient than
online alone1
54% of customers are more likely to buy a new
product when learning about it from an offline source2
For some customer groups, overall customer satisfaction is
higher in blended online/offline environments3
1): Analytic Partners 2017 Marketing Intelligence Report
2) Nielsen 2016 survey
3) Research in Marketing: Customer satisfaction and loyalty in online and offline environments
Most influential touch points by stage of
decision journey

18. 18
Sales
Marketing
Distribution
Executives
GET THE TEAM ONBOARD

19. Making It Happen at Coca-Cola
19

20. 20
Nov 2014
soft launch Jan – June
‘15 pilot
myCoke – all
customers
10x growth
2015 - 2018
THE MYCOKE TIMELINE
July ’15
started
driving use
Original
target - SMB

21. Moving Customers Online is Hard Work!
21

22. 22
Marketing
Merchandising
Analytics
Customer
Support
Sales
Capability
Governance

23. eCommerce Marketing
23
WHAT IS IT?
WHY DO WE DO IT?
Email
Marketing
Search
Engine
Optimization
Search
Engine
Marketing
Marketing
Automation
Outbound
Calls
Contact
Automation
Print Mail
Sales
Collateral
GOALS
• Introduce customers to online ordering capabilities at
Coca-Cola
• Ensure customers understand how to use
myCoke.com to register and place orders
• Increase use of myCoke.com for customer ordering
on a consistent basis
• Provide awareness of Coca-Cola products and
brands
• Drive registration of customers for myCoke.com
• Increase the number of orders that customers place
online vs offline
• Increase customer revenue and gross profit per order

24. Digital Merchandising
24
WHAT IS IT?
WHY DO WE DO IT?
Product
Data
Managemen
t
Site Search
Promotions
& Brand
Focus
Category
Banners
Up-sell &
Cross-sell
Homepage
Banners
GOALS
• Provide digital execution of the Bottler’s sales
strategy
• Support consistency in messaging across customer
touchpoints, including the CCC and sales reps
• Provide a personalized online shopping experience
• Promote specific products and brands based on
customer region, interest, and/or trade channel
• Increase website conversion rate to drive revenue
• Increase average order value size by introducing
customers to new products
• Increase customer revenue and gross profit per order
• Up-sell customers to more premium products &
packaging

25. Analytics
25
WHAT IS IT?
WHY DO WE DO IT?
Manage
Customer
Target List
Offline
Marketing
Campaign
Lists
Online
Marketing
Campaign
Lists
Data Scrub
&
Maintenanc
e
Web
Analytics
Business
Intelligence
Reporting
GOALS
• To create a continuous improvement feedback loop
for all of our service activities
• To measure performance against our established
KPI’s & goals
• To identify potential customer experience issues that
can be added to training or generate new site
enhancements
• To find new opportunities for products and website
enhancements/features
• Create consistent anonymous reports across bottlers
for best practices comparisons
• Provide regular updates on performance against
KPI’s and goals
• Create custom reports to focus on bottler-specific
data requests

26. Sales Capability
26
WHAT IS IT?
WHY DO WE DO IT?
Instructor-
Led
eLearning
Field
Training
GOALS
• Create awareness of myCoke across field teams
• Inform the field of any new myCoke enhancements
and features so they can share with customers
• Provide hands-on experience with myCoke for sales
teams
• Educate warehouse/distribution on what they need to
know for delivery of myCoke orders
• Drive employee engagement through site knowledge
• Partner with the sales & field teams to increase
revenue, registration, and customer satisfaction

27. Bottler & Customer Support
27
WHAT IS IT?
WHY DO WE DO IT?
Interaction
Tracking
Chat &
Email
Customer
Support
Phone
Customer
Support
Call
Marketing
Campaign
Execution
Production
Issue
Resolution &
Escalation
User
Acceptance
Testing
Support
FAQ & Chat
System
Managemen
t
Bottler &
Customer
Notification /
Messaging
GOALS
• Provide world-class customer service across a variety
of customer touchpoints
• Manage the day to day operations that drive site
functionality and content
• Provide an easy-to-use experience for myCoke COE
and Bottler customer support agents
• Share best practices in eCommerce support across
Bottlers and the myCoke COE
• Meet SLA’s for customer support
• Support the creation of seamless site functionality
• Expedite resolution of any site issues and customer
problems
• Provide consistent information across Bottler and
customers

28. Governance
28
WHAT IS IT?
WHY DO WE DO IT?
Site
Roadmap
New
Feature
Approvals
GOALS
• Identify the process of adding new features to the site
• Ensure the right people are included during the
process
• Include the necessary steps to obtain funding for new
enhancements
• Bring in new technologies and industry leading
practices
• Continually improve the eCommerce website
• Find new ideas from our different stakeholder groups

29. myCoke Organizational Structure today
29

30. THANKS!
Starting Aug 20th, Global Director of B2B &
B2B2C eCommerce at Unilever
www.linkedin.com/in/martadalton
Marta.Dalton@Unilever.com
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