Diapositivas presentadas por Cassio Salinas, Director de eCommerce para Latinoamérica Oracle, en el eCommerce IT Camp dentro del marco del eCommerce Day Buenos Aires 2016.
1. ¿CÓMO ELEGIR SOLUCIONES Y PLATAFORMAS DE ECOMMERCE PARA ASEGURAR LA
ESCALABILIDAD Y RENTABILIDAD DEL CANAL ONLINE? BUSINESS CASES
Agosto - 12, 2016
Cassio Salinas – Commerce Sales Consulting Director LATAM
Oracle Commerce
Cloud
16. Soluciones CX para la industria
Gestión de
datos
Analytics y Vista
de datos
Desarrollo de
Aplicaciones
Contenido y
Colaboración
Proceso &
Integración
Identificación
y Seguridad
Plataforma CX unificada
CX Cloud Apps
Commerce SalesCPQService Social MarketplaceMarketing
CRECER CON SUITE CX CLOUD
21. Sephora necesitaba una
plataforma que ofreciera un
alto grado de personalización
para alcanzar su objetivo de
aumentar la fidelidad de sus
clientes. La compañía también
anhelaba una forma de
gestionar el posicionamiento
online de productos para
cumplir con acuerdos hechos
con los asociados.
Oracle CX:
• Oracle Commerce
Incremento en la conversión
Mejora significativa en la
navegación, metrica
señalada por clientes en
encuestas de satisfacción
Entrega de un visual y
percepción consistente
entre los canales móviles y
el sitio web, utilizando los
mismos activos y reglas.
Desafío Solución Resultado
Marca francesa y cadena de tiendas de cosméticos, con más de 1300 puntos de
venta en 27 países y que ofrece más de 250 marcas, junto con su propia etiqueta,,
cuyo contenido incluye maquillaje, cuidados de la piel, fragancias, cuidados
personales productos para el cabello y productos para baño y cuerpo.
Sephora
Live
23. "We’ve seen 150% growth in
the mobile space this past year, and
we’re seeing that continue, which is
really outpacing the industry”
– Johnna Marcus
Director, Mobile & Digital Store Marketing Sephora
24. Entrega de escaparates
personalizados para 3000
consultoras de belleza (y
escalable a más de 1 millón)
Entrega de recomendaciones
personalizadas y
comercialización
Auto-atendimiento habilitado
Incremento en el valor de los
pedidos
Rede Natura quería mantener
la relación personal entre sus
consultoras y clientes en un
espacio online. Habiendo
creado previamente una red
social física para vender
productos de belleza a más de
100 millones de clientes,
Natura procuró mejorar la
experiencia en persona a
través de estratégias digitales.
• Oracle Commerce
Desafío Solutición Resultado
Compañía brasileña de cosméticos con un valor superior a los $3 billiones, cuyas
ventas se realizan a través de una red de consultoras de belleza, atendiendo más
de 100 millones de clientes.
Rede Natura
Live
25. Entrega de una experiencia
online personalizada
Reconocida como el 3º sitio
de major desempeño en
América del Sur (comScore)
Aumento en el valor de los
pedidos
Aumento de la fidelidad
Comercialización segmentada
para cada usuario
Netshoes tenía el desafío de
llevar su experiencia online al
nivel más alto. Enfocado en la
experiencia de compra
personalizada y servicio al
cliente, Netshoes estableció
una remodelación agresiva en
su sitio web. Utilizar su robusto
CRM y datos analíticos en la
experiencia era un punto
crítico.
Oracle CX:
• Oracle Commerce
Desafío Solución Resultado
El más grande minorista brasileño, especializado en productos deportivos, operando
en Brasil, Argentina y México.
Netshoes
Live
26. Marca emergente de mujeres, con metas de
crecimiento en los canales online y físicos. Luchando
con su plataforma de e-Commerce existente.
METAS
• Aumentar el control de la marca
• Reducir su TCO (costo total de propiedad)
• Escala para crecimento
PUNTOS CLAVE
• Agilidad para enfocarse en la experiencia del
cliente
• Escalabilidad
• Design Responsivo
• Rápida inovación
• Ambiente de preview
ELAINE TURNER
Confidential – Oracle Internal/Restricted/Highly Restricted
27. RESULTADOS
• 60% de aumento en el tráfico del sitio web
• 45% de aumento en el volumen de ventas
• 4 veces el tamaño del equipo
que entregó tales resultados
+ Adición de Responsys, Service
ELAINE TURNER
Confidential – Oracle Internal/Restricted/Highly Restricted
28. ELEKTRA
Tecnología, motocicletas, muebles, artículos
para el hogar y outlet.
• Entrega acelerada de un diseño web
responsivo
• Soporte para múltiples medios de pago
• Métodos de entrega personalizados desde
la tienda
• Localizador de código postal para soportar
el pago y colecta en tienda
• Migración de datos desde una plataforma
existente para la cración de perfiles de
usuarios
• Importación de datos para promociones,
catálogos e inventario.
There has been a lot of good improvements in the commerce marketplace. Platforms are generally becoming more agile, we have new pricing models, and saas has certainly made getting to market faster and a bit more manageable.
But there are some hurdles that still exist….read stats.
74% There are two things is happening here. Either these companies have made investments in software that ultimately disappointed or their growth strategy was more aggressive than their vendors.
78% One area these commerce executives are particularly concerned about it international growth. Their brands need new markets to continue to grow but more than ¾ of them are having doubts that their primary source of revenue can support that growth.
54% Because of these reservations over half are choosing to replatform in the immediate future.
All I wanted to do here was set the market wide stage before we talk about the particular scalability and growth issues that causing doubt in the minds of commerce organizations.
Other apps too – but we want to give ppl a jumpstart with a package we see a natural affinity for – and not bite off more than they can chew.
Family feel for all the application Uis
A la carte selection of the right business applications to grow your business
Integration and Platform services that allow you to combine and extend on prem, cloud solutions and third party technologies
Think of this is a menu – you can pick a la carte. You can pick and chose.
We are working it hard to make it easy to buy, use and deploy like that
Let's walk you through some stories on how these pieces come together.
Management of promotions at the order and item level
Social
Create and Share a wishlist*
Add and remove items from wishlist*
Call Center
Contact Center agent-facing tool*
Integrations
Out-of-the-box integration to Cybersource for payment by card and integration to Avalara for calculating sales tax
REST API’s providing access to all of the key business logic
WebHook support for publishing orders to downstream systems.
Extensibility
Introduce Custom Widgets and Elements
Introduce Custom Site Level Settings*
Integrations
Out-of-the-box integration to Cybersource for payment by card and integration to Avalara for calculating sales tax
Akamai Edge Caching
PayPal*
REST API’s providing access to all of the key business logic
WebHook support for publishing orders to downstream systems.
What is not provided as part of Oracle Commerce Cloud Service, but may be necessary to run an online storefront?
Order Management System (OMS) - Oracle will collect the order, but an OMS is required to push for fulfillment, shipping, inventory management, returns, settlement/refunds against payments
ERP
Product Information Management (PIM)
Customer Relationship Management (CRM)
Email campaign management
Multi-currency, multi-site in a single instance
Management of promotions at the order and item level
Social
Create and Share a wishlist*
Add and remove items from wishlist*
Call Center
Contact Center agent-facing tool*
Integrations
Out-of-the-box integration to Cybersource for payment by card and integration to Avalara for calculating sales tax
REST API’s providing access to all of the key business logic
WebHook support for publishing orders to downstream systems.
Extensibility
Introduce Custom Widgets and Elements
Introduce Custom Site Level Settings*
Integrations
Out-of-the-box integration to Cybersource for payment by card and integration to Avalara for calculating sales tax
Akamai Edge Caching
PayPal*
REST API’s providing access to all of the key business logic
WebHook support for publishing orders to downstream systems.
What is not provided as part of Oracle Commerce Cloud Service, but may be necessary to run an online storefront?
Order Management System (OMS) - Oracle will collect the order, but an OMS is required to push for fulfillment, shipping, inventory management, returns, settlement/refunds against payments
ERP
Product Information Management (PIM)
Customer Relationship Management (CRM)
Email campaign management
Multi-currency, multi-site in a single instance
Management of promotions at the order and item level
Social
Create and Share a wishlist*
Add and remove items from wishlist*
Call Center
Contact Center agent-facing tool*
Integrations
Out-of-the-box integration to Cybersource for payment by card and integration to Avalara for calculating sales tax
REST API’s providing access to all of the key business logic
WebHook support for publishing orders to downstream systems.
Extensibility
Introduce Custom Widgets and Elements
Introduce Custom Site Level Settings*
Integrations
Out-of-the-box integration to Cybersource for payment by card and integration to Avalara for calculating sales tax
Akamai Edge Caching
PayPal*
REST API’s providing access to all of the key business logic
WebHook support for publishing orders to downstream systems.
What is not provided as part of Oracle Commerce Cloud Service, but may be necessary to run an online storefront?
Order Management System (OMS) - Oracle will collect the order, but an OMS is required to push for fulfillment, shipping, inventory management, returns, settlement/refunds against payments
ERP
Product Information Management (PIM)
Customer Relationship Management (CRM)
Email campaign management
Multi-currency, multi-site in a single instance
Management of promotions at the order and item level
Social
Create and Share a wishlist*
Add and remove items from wishlist*
Call Center
Contact Center agent-facing tool*
Integrations
Out-of-the-box integration to Cybersource for payment by card and integration to Avalara for calculating sales tax
REST API’s providing access to all of the key business logic
WebHook support for publishing orders to downstream systems.
Extensibility
Introduce Custom Widgets and Elements
Introduce Custom Site Level Settings*
Integrations
Out-of-the-box integration to Cybersource for payment by card and integration to Avalara for calculating sales tax
Akamai Edge Caching
PayPal*
REST API’s providing access to all of the key business logic
WebHook support for publishing orders to downstream systems.
What is not provided as part of Oracle Commerce Cloud Service, but may be necessary to run an online storefront?
Order Management System (OMS) - Oracle will collect the order, but an OMS is required to push for fulfillment, shipping, inventory management, returns, settlement/refunds against payments
ERP
Product Information Management (PIM)
Customer Relationship Management (CRM)
Email campaign management
Multi-currency, multi-site in a single instance
Goal: Grow brand while maintaining unique identity. Invest in a solution with greater control to
drive a high-touch, curated experience akin to the in-store experience.
Growth constrained by current SaaS commerce solution (Volusion)
Experience not unique to or aligned with brand, limited flexibility
Upgrades difficult, lack of innovation
Cannot scale for anticipated growth
No partnerships – can’t leverage Tier 1 or Tier 2 technologies
What they liked:
Total brand control – intuitive tools, client-side customization, extensibility
Scalable platform – solution able to scale for aggressive growth goals
Preview environment – test customer experience prior to launching updates
Responsive design – Template & data-driven design allows for responsive front-end UI
Product Recommendations / suggestions – included; drive AOVs
Framework to integrate outside technologies – Oracle CX products, user reviews, analytics
Goal: Grow brand while maintaining unique identity. Invest in a solution with greater control to
drive a high-touch, curated experience akin to the in-store experience.
Growth constrained by current SaaS commerce solution (Volusion)
Experience not unique to or aligned with brand, limited flexibility
Upgrades difficult, lack of innovation
Cannot scale for anticipated growth
No partnerships – can’t leverage Tier 1 or Tier 2 technologies
What they liked:
Total brand control – intuitive tools, client-side customization, extensibility
Scalable platform – solution able to scale for aggressive growth goals
Preview environment – test customer experience prior to launching updates
Responsive design – Template & data-driven design allows for responsive front-end UI
Product Recommendations / suggestions – included; drive AOVs
Framework to integrate outside technologies – Oracle CX products, user reviews, analytics