Websphere Commerce 7: The SOCIAL Commerce Platform

Websphere Commerce 7
The SOCIAL Commerce Platform
Carlo Visani – Tecla.it

Delivering Smarter Commerce

Cover/control all the today‘s shoppers during a single
buying process even crossing seamless channels

Demand Configure Service &
Browse Research Transact
Generation & Select Support

Delivering Smarter Commerce Extend brand experience
with Remote Widgets
Brand Experience
Direct Extended
IBM
Integrates

Partner Relationship Search and
IBMWeb Kiosks Email Management Shopping Engine
Delivers

SMS

Contact Center Mobile POS Widgets Community

Interaction Management

Contracts & Relationships Personalization Globalization & Localization
Configurable Business Processes

Catalog & Content Precision Marketing Merchandising Assisted Interactions Order Management Extended Sites
Infrastructure

Business User Tooling Foundation Developer Tooling


Changing the way we market, build relationships, and deliver brand
value using social networks as a platform to connect customers to
our eCommerce

Suppliers

Fulfillment

Data

Backend
-

Legacy systems
Resellers / Dealers

POS
Distributors
B2B / Partners Retailers
Kiosk

Web
Customer procurement /
B2B sites systems
Tele, mobile


IBM sets out to make the vision a reality…

WS Commerce V5.6.1
WS Commerce V5.1 V6 FEP*
Net.Commerce V2.0
WS Commerce V5.5  Web 2.0
Net.Commerce V3.2  Coremetrics
 SOI
 Business user tooling

1996 1997 19981999 2000 2001 2002 2003 2004 2005 2006 2007 2008

Net.Commerce V1.0 WS Commerce V5.6 Nov
WS Commerce V4.1 WS Commerce V6 2009
WS Commerce V7
 Social Commerce
 Dialog activities
Net.Commerce V3.1 WS Commerce V5.4  More triggers /actions


IBM sets out to make the vision a reality…

WS Commerce V5.6.1
WS Commerce V5.1 V6 FEP*
Net.Commerce V2.0
WS Commerce V5.5  Web 2.0
Net.Commerce V3.2  Coremetrics
 SOI
•100% Java and open stds • Cross-Channel Order Mgmt
•WAS and RAD • Flexible Pricing
1996 1997 1998 1999 •Catalogs
2000 2001 2002 2003 2004 2005 RFQs
• 2006 2007 2008
•Search Optimization • B2B workflow
•Segmentation & Targeting • Contracts
Net.Commerce V1.0 •Promos, Commerce V5.6
WS Discounts, Coupons • Comprehensive globalization Nov
WS Commerce V4.1 •A/B Testing WS Commerce V6 content mgmt
• Collaborative 2009
•e-mail Campaigns • Advanced order mgmt
WS Commerce V7
• Proprietary architecture
•Search & Guided Selling • Payment architectureCommerce
 Social
• Dynamic pages via net.data  Dialog activities
•Merchandizing Associations
WS Commerce V5.4 • Tax, shipping, fulfillment
• Catalog
Net.Commerce V3.1  More triggers /actions
•Awards & Points integrationBusiness user tooling
• Shopping cart 
•Gift Registry • Comprehensive integration
• Shopper groups/registration
•Auctions framework and tools
• SET payments
• Web services
…and shapes the course of e-commerce for 14 years
•Sales Center
• Taxware integration
• APIs


WebSphere Commerce V7 Highlights
 Precision Marketing
Automated, one-to-one marketing based on  Mobile Commerce
preference and behavior across sales channels Support for mobile shopping,
marketing messages, order
status & list

 Social Commerce
 Management Center for Business Users Supports easy integration via
Business user tools for Dialog Builder, sMash for Ratings & Reviews,
Segmentation & Marketing Spots Blogs, Photos, and Profiles

Business Dialog Builder Shopper
User

 B2B Starter Store
Web 2.0 based store model for
rich & streamlined experience
 Improved Foundation
Underlying software stack of WAS and DB2
updated to leverage latest versions

7


WebSphere Commerce V7 FEP1 Summary

 Remote Widgets  Emerging Markets
Extend brand experience by embedding Localized store solution for China and Brazil
advertising & promotions in Internet “properties” China Store Brazil Store
such as social networking sites
Social Networks
Retailer Site

Promos
Favorites

 Digital Coupons  Management Center Enhancements
Manage the promotion and redemption of Improvements to catalog and promotions tool;
digital coupons in the Web and Mobile store supports for installment rule, promotions, and
payments

 Total Cost of Implementation (TCOI)
 Foundational Leadership
Simplified order processing sub-system, data
load tools, and tools to accelerate store design WXS integration for high performance caching,
and testing and WAS 64-bit support

8


WebSphere Commerce V7 FEP2 Summary
 Social bridging  Management Center Enhancements
Use external social networking identities to New store management tool
create social content (user does not need a New price rule management
store account) New Catalog filter enh.
New attribute dictionary

 Coshopping
 Versioning
Coshopping enables two shoppers to shop
together within a browser window Manage versions of
catalog data (SKU,
bundle/kit, sales catalog)

 Service Provider
- Recurring order
- Subscription
 Search Optimization
Optimize the search experience using embedded
search based triggers
 Content Management Syst. Integration
- Search result driven by business rules Utility to interact with any third party content
management systems with RSS/Atom feeds
- Hi level search interface (auto-suggest, spell support)
correction, phrase, wildcard)

9


Management Center for Business Users
Business user tools for management of: Catalog and its filtering tool, Promotions, Customer segmentation
Marketing Spots , Campaigns Price rule, Attribute dictionary,…
Precision Marketing
Automated, one-to-one marketing based on preference and behavior across sales channels
Digital Coupons
Promotion and redemption of digital coupons in the Web and Mobile store
Optimize the customer experince
New 2.0 storefront and user interaction enhancement
Cross channel and Mobile Commerce
Support for mobile shopping, marketing messages, order status & list
Social Commerce
Integration tool for a “social oriented” sales environment:
Social Collaboration
Supports easy integration for Ratings & Reviews, Blogs, Photos, and Profiles
Remote Widgets
Extend brand experience by embedding advertising & promotions in Internet “properties” such as
social networking sites
Social bridging
Use external social networking identities to create social content (user does not need a store
account)
Coshopping
Coshopping enables two shoppers to shop together within a browser window
Service Provider
Native support for Recurring order & Subscription
Sales Center
Integrated Customer services management

10


Management Center

11


Management Center for Business Users

 Web activity
– Control what displays in
predefined e-Marketing
Spots on the store pages

 Dialog activity
– Automate marketing
actions based on the
specific behavior of your
customers over time

12


Power Next Gen Interactions with Precision Marketing
 Deliver automated, one-to-one
merchandising and marketing based
on shopper preference and behavior
Triggers Actions

 Empower marketers to build a
dialogue with consumers by
Mobile Social Promotions Mobile
processing triggers and responding Commerce Precision
with actions Marketing
Engine
Cross/Up Sell Point of Sale

 Cross Channel Precision Marketing
Order Browsing
History

Engine
– Web, Mobile, Cross Channel
– Social Participation Personalization Search
Emaill Kiosk

– Integrated with ecosystem
– B2B “behavioral marketing”
– Behavioral segmentation and
personas

13


Cross Channel Dialog: Register and Order
Customer Registers

Places Order SMS Order Confirmation

Thank you for your
purchase. Your
order # is 13721

16


Cross Channel Dialog: Register and No Action
Customer Registers

Email Offer
Wait one Thank you for your
week registration. We’re running
17 a special on ____


Search Optimization FEP2


Search enhancement summary FEP2
 Search Term Association Tool
– Synonyms
– Replacement terms
– Landing pages
 Search driven marketing
– Customer Searches trigger in dialog
activities
– Search driven product
recommendations in web activities
– Search Activity Builder to influence
search results


SEO and Landing Page Optimization

21


New Business User Tooling for Marketing Campaigns

Marketing tool shows list of ongoing Gantt chart allows business users to
marketing activities (email activities, understand at a glance when
web activities and the new dialog particular activities start/stop in relation
activities) to others

Gant Chart timeframe granularity is
adjustable by sliding selectors across
to expand or contract window
displayed


Marketing: Planning, Staging, and Execution

23


Digital Coupons and Digital Wallet

 Digital Coupons allow retailers to offer
promotions that can redeemed via
web/mobile store
 Digital wallet serves as a container for
digital coupons in an online coupon wallet
Key Features

Benefits
• Ability to store digital coupons
in an online coupon wallet  Help improve customer loyalty and
conversion ratio
• Allow redemption of digital  Seamlessly manage digital coupons across
coupons in mobile stores channels
• Allows business users to  Help attract new customers with mobile
import coupon codes from CSV coupon campaigns
file into WC

24


Digital Coupons Promotion and Redemption
1B. Coupon Promotion /
1A. Precision marketing eSpot issues coupon
triggers issue of coupon

3. Redeem Coupon at
Checkout (web or mobile) 2. Coupon Wallet in Web & Mobile Store

25


New Business User Tooling for Catalog Management
Columns in Main Pane are configurable by
business users. They can resize, drag and drop to
change their order in the table, and hide or add
columns

Left Navigation Bar allows
business users to navigate
catalogs, categories,
products, promotions,
campaigns, and activities Details of any individual item can
hierarchies be shown in Preview Pane



There are multiple
selectable table views:

• Page can be split

Main Pane
horizontally with main
panel on top and
preview pane below

• Main pane can take up
whole right side of page

• Table can be split
vertically so it only
shows key identifier

Preview Pane
column and editor form
is on far right

• If list has start/end
dates, Gantt chart view
can be selected


Each tool has context-sensitive
Tool Bar and menu that operate
on data shown in main pane

Once object is selected in
Navigation Tree, table of Multiple tools can be open and
those objects appears on used at the same time via Tab
the right Interface



Table can be sorted by Direct data updates in any individual
content on any column in cell can be quickly done, without
ascending or descending order having to edit data in editor form


New Product Editor Pane
• Double clicking table entry opens
Action Tabs allow business users
product editor panel to edit various aspects of a product

Inline images

Pop-up date Rich text editor
selection widgets


New Merchandising Association Management Tool

Merchandising Association Tab in Business users can search for item,
product editor shows products and/or browse category structure tree, or
categories that are associated with a choose from list of pre-selected
product items

Utility Pane
Business user can add an Business users can drag & drop from
association by typing it in text box or utility pane over to associations table to
by clicking on Search icon make association


New Pricing Tool FEP2

 Four objects are
managed by the Pricing
tool
• Price rule
• Price constant
• Price list
• Price list upload
 Clicking each folder
displays the object in the
list view


Price rule editor FEP2

 An empty path is
provided when you
select Creating new
price rule
 Similar to Marketing
activity, price rule editor
builds the price rule
graphically
 Build the price rule path
using the elements in
the palette
 Elements are grouped
into three blocks


Optimize the
Customer Experience


Deliver Rich Customer
Centric Experiences
New Web 2.0 & Integrated Social Commerce

 New B2C and B2B Store Models
 Merges both traditional Web 1.0
and 2.0
 B2B Operational Support
 Search engine optimization
improvements
 Performance Improvements


New B2C Store


Scrolling eSpots


Enhanced Category Pages


Faceted Search


Enhanced and Actionable “Quick Info”


New Cart


Enhanced Product Detail Pages


Enhanced Checkout


Cross-Channel
Processes and
Mobile Commerce


Optimize Cross Channel Interactions &
Cross Channel Processes
 Buy Online and Pickup In-store
(BOPIS)
 Or Reserve Online and
Pay/Pickup In-store

 Endless Aisle
 Buy out-of-stock items in-store
and ship to home

 DOM Integration
 Store inventory visibility
 Order transfer, inventory
allocation, and status update


Optimize Cross Channel Interactions with
Mobile Commerce
 Mobile Message Support
(SMS)
 Mobile Store Model
 Mobile Transactions and
Cross Channel Support
 Integrated into Cross Channel
Precision Marketing with
support for Mobile triggers,
actions


Optimized Mobile Experience


Mobile Product Pages


Advanced Search


Buy-On-Mobile-Pickup-In-Store


Social Commerce


A Customer Centric Approach to Social Commerce

Viral, Engaging, and Contextual

Targeted and Personalized

Orchestrated across touch points, channels, and
mediums


Social Commerce is… a transformation

“Just as e-commerce transformed retail,
social media transforms e-commerce
by changing people’s expectations.”

Mitch Joel - April 21, 2010 - Social Commerce Summit

http://socialcommercesummit.com/


Integrated Social Commerce
Oliver is shopping for Taps into his Facebook network of fellow
an office espresso Office Managers for their insight
machine

Asks Community if this is a good machine
for office use


WebSphere Commerce V7: Social Commerce Integration
 Storefronts and Store Models
– Out of the box, pre-enabled social integration
– Effective display – Proper location of social content on product
page
 Social Media Adapters
– Integration of social media
and communities
– Scaleable architecture
• SEO Enablement
• Reusable connections
• Content mediation including
transformation and caching


Integrated Product/Category Blogs

Share to
social
networks

Customer
Bazaarvoice blog entry
Ratings and
Reviews

Email to a
friend
Community
Moderation

User
generated
Comments


Social Profiles
Customer profile
with picture and
optional fields

Search Blog
Entries

Blogs
Photo Gallery
Tabs

E-Spot


Photo/Video Gallery Share with
Social
Networks
Browse by
newest,
highest
rated, most
commented,
most viewed

Photos
Titles, user
and
comments


Remote Widget: Extended Brand Experience

 Extend the experience beyond retailers website by embedding widgets
in 3rd party Internet properties and by supporting feeds

Search and Affiliate Sites Aggregators Social Sites/ Widgets Viral Marketing
Comparison /Portals Communities (Internet,
Shopping Engine Desktop, Mobile)
Optimization

Brand 1 Brand 2 Brand 3 Brand 4

60


Remote Widget
Social Network widgets & apps Affiliate Marketing Widgets

Affiliate
Partner 1 Retail
Partner

Personalized Widgets Reseller 1 B2B Solutions
Extend Brand Experience

Deals

Partner
Access
my lists

Coupons

My
Community

Manage Brand Experience
Search

Smartphone Apps & Widgets

61


Remote Widgets
 Enable retailers to extend brand experience to third-party
Web sites, including social networking sites for marketing and
promotions
– Allow shoppers to share their "favorites" list and gift registry
– Allow retailers to offer and centrally manage marketing and
promotions outside of retailer's own site
Key Features

• Manage the brand experience on third- Benefits
party Web sites through IBM
 Provide a new channel to promote brand and
Management Center
• Synchronize Web promotions on
products
retailer Web sites with third-party Web  Leverage social networks to improve
sites
consumer reach and drive traffic to the retailer's
• Enable shoppers to subscribe to own Web site
marketing and promotion content feeds
 Control brand experience centrally and easily
• Allow shoppers to share their wish list
and gift registry with their friends and  Help increase customer satisfaction and
family on social networking sites loyalty
62


Remote Widgets: Shopper-driven Scenarios

 My Wish List widget/My favorites widget:
Enables shoppers to share their favorite
products or recommended products on social
networking sites or personal sites such as
blogs

 Gift Registry widget: Enables shoppers to
post their gift registries on their favorite social
networking sites

 Promotion & Brand widget/feed: Enables
shoppers to get branded retailer messages,
Show the hottest deal (Deal of the day), etc
via widget or feed

63


Remote Widgets: Retailer-driven Scenarios
 Promotions & Brand Widget: Connect WebSphere Commerce eSpots to
retailer owned social networking sites, affiliate and partner sites.

 Centrally manage and control all remote eSpots from the Management
Center, WC business user tool
3rd Party Sites
Management Center
Social
Networks

Retailer Site
Partner Sites

Affiliate Sites

Content Sites

….

64


Viral, Engaging, and Contextual

Make it Viral!.... But don’t violate your
customers’ privacy


Widgets make the Customer Experience Viral, Engaging, and Contextual

…allow your customers
to virally share these
applications with their
friends and interact
with your app in their
favorite Social
networking sites, blogs,
Widgets and aggregators, etc
applications
Madisons Apps
extend the Wish List
Gift Registry
brand My Favorites
Daily Deal
experience Trendy Tips
Your Widget
providing Your Widget
Deal Feed
unique, My Forum Widget

differentiated
value

Your favorite Widgets
66


Social & Precision Marketing: Targeted and Personalized
Change Banner $10 Off Next Order

Add to Active Participant Segment

Send $10 Off SMS Coupon

Thank you for your
review. Receive
$10 off next order
Share Your Favorites
With Your Friends


Social Bridging

 Accounts, account and more accounts!!!
 Users want to participate without having to register
 Dual authentication enables:
– Login to “social” content through trusted source such as:
• OpenID Provider
• Facebook Connect
• Twitter
• Etc.
– Access to social content and “relationships”
– Separate secure authentication for user account and cart transactions


Social Bridging FEP2

 Use external social networking identities to create social content
(user does not need a store account)

 Post content back as activities to social networking sites

 Leverage social web (friends) for engaging interactions at store


Social Bridging FEP2 example

 Updated GUI

 Show profile picture for external users

 Logout


As a shopper, post my social commerce activities back
to my social networking provider

 Click share it icon


Friends support

 Depending on which social network ID you are logged on to, your
friends’reviews/blogs/photo gallery are
– indicated with a friend icon and highlighted with gray
– reordered so your friends entries are at the top
Facebook friend in blog Twitter friend in photo gallery

Twitter friend in reviews


master data
management

for social
identities


Coshopping


Coshopping FEP2
 Coshopping enables two shoppers to shop together within a
browser window
– explore a store
– take control of a session
– highlight web page elements
– view products
– chat about products
 Coshopping provides real-time synchronization of the web
browsers of two users to create a single collaborative shopping
session controlled by a single user
 Individual privacy and security preferences
– Links that reveal customer sensitive information are blocked during
coshopping
– Highlight of the personalized content in coshopping is disabled
 Only two shoppers are allowed in a collaboration session


Coshopping example FEP2
 Two people chatting using instant messaging, User A and User B, both browsing the same
furniture store website
 Both looking at couches
 User A clicks coshopping option in the website
 Site provides a URL to User A which she instant messages to User B
 User B enters the URL into his web browser
 Collabor. dialog window opens in User B’s browser view and he can see User A’s browser page
 User A selects the particular couch she wants to look at, she is the leader so User B’s browser
page follows User A, User B is viewing the same page as User A
 User A points out the cost of the couch by highlighting the cost in the page
 Both users A and B agree that the couch is what they need



 Back and forward buttons,

 Refresh button

 Follow me button, this allows the User to be the leader if selected

 Stop button, this stops the follow me mode

 Chat button, this initiates a chat session between the two users

 Highlight button, user can highlight things for the other user to see

 Help button

 Close collaboration button


Service Provider


Service Provider FEP2
 Recurring order
– Weekly fruit and vegetable delivery
– Paid weekly
 Subscription
– Time-based
– Subscribe to an electronic
newsletter for one year
– Paid up-front

Subscription Recurring order
Fulfillment Items shipped can be Items shipped exactly
different than the item match items ordered
ordered
Frequency Determined by the retailer Chosen by the shopper

Time period Determined by the retailer Chosen by the shopper


Recurring order FEP2


Sales Center


Sales Center
Enables the speed
IBM Sales Center for WebSphere Commerce and productivity
required for high
Provides your inbound contact center volume contact
representatives with the functionality they need centers
to take orders, update orders and up-sell your
cross-channel customers
•Offers a
customizable high
performance user
interface designed
for productivity and
multi-tasking
•Leverages the
catalog, order
management,
promotions and
merchandising
capabilities of
WebSphere
Commerce
84


Cross Channel Execution Capabilities – Sales Center
Features Benefits
• Work with multiple stores, customers and • Improved service for cross
orders simultaneously channel customers via a single
• View cross-sell, up-sell and promotional view of customers and orders
information • Improved productivity of call
• Find and visually compare products center representatives through a
• View product availability high performance interface
• View and take control of customer carts • Increased sales in the call
• Create quotes and turn quotes into orders center by enabling cross-selling
and up-selling
• View and override contract and list pricing for
products, orders and shipping • Reduced cost and complexity of
your technology environment by
• Create, update, block and cancel orders
using WebSphere Commerce
• Create and manage customer profiles as the central server for call
• Process payments center and web operations
• Create and manage ticklers (“To Do’s”) • Simplifies your IT environment
• All functions are hot-key enabled by reducing the number of
• Eclipse based solution for easy integration to systems needing replicated
other applications copies of catalog, customer,
promotion and order data
85


Functional Overview

Customers Products Quotes Orders

CSR Integration
Post Sales Support Ticklers Administration

IBM Expeditor Client
86


Sample: Sales Center Customer Editor

87


Sample: Sales Center Order Editor

88


Sales Center Workflow

89


Return Workflow

90


Foundation
Enhancements


Enable peak performance with foundation
enhancements
 Improved response time for rich
& personalized experience
 1 to 2 second response times
delivered, even with complex
content

 Scalability for increased
volumes
 Support massive transaction
volumes associated with the
peaks of the retailing cycle

 Availability for increased
criticality
 Zero downtime maintenance
and multi-site redundancy


Best in class performance keeps getting better
 Process more orders
 Latest IBM JVM delivers up to 20%
throughput improvements
 JDBC Type 4 driver delivers up to 15%
throughput improvements
 Load catalog and inventory data up to 3x
faster with new data load utility

 Deliver a superior shopping experience
 Leverage Web 2.0 stores for fast page
loads with rich content
 Streamlined CSS
 Fast parsing with Dojo 1.3.1
 Leverage data cache for SQL queries to
improve response times by up to 16x
 Achieve sub-second response times for
most pages



Suppliers

Data

Fulfillment
Back-end

Legacy systems
Resellers / Dealers

POS
Distributors
B2B / Partners Retailers
Kiosk

Web
Customer procurement /
B2B sites Customer systems
procurement /
Tele, mobile
Tele, mobile systems


Contatti

Carlo Visani
Carlo Visani
carlovisani
2185E9AB (Blackberry PIN)
c.visani@tecla.it
carlovisani@gmail.com
c.visani

95

Websphere Commerce 7: The SOCIAL Commerce Platform

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