aaxis commerce - why you need b2c for real b2b growth
DESCRIPTION
Tremendous opportunity awaits organizations that take on the lead role in generating demand for their products and services in the marketplace. Providing world-class, direct-to-consumer product experiences and multi-channel shopping capabilities is an essential step towards growing brand awareness, driving sell-through in the channel, and increasing B2B orders. Rence Winetrout, CMO and Executive Director for AAXIS Commerce, will speak about several successful examples of B2C experiences and multi-channel capabilities that were critical in growing B2B sales.TRANSCRIPT
Channel Optimization: Why You Need B2C for Real B2B Growth
Rence Winetrout
Executive Director, Commerce Consulting
Presenting with THIRD PARTY
COMPANY LOGO Oracle B2B Commerce Summit
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2
Which B2C Strategies Can Drive B2B Growth?
B2B B2C?$
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Model OverviewIncrease B2B Orders Through Channel “Push” and “Pull”
Drive Channel SalesGenerate DemandPromote & Extend
B2B Ordering
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B2B Case Studies
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Continuing to lose margin at
retail.
Economy: shrinking golf market.
Difficult to maintain consumer
loyalty.
Little control of sales process to
end-consumer.
Business Challenges
Case Study: TaylorMade Golf Company
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Proportionally large Sales Force
and Customer Service teams.
Order entry process manual and
slow, via “green screens”.
Product and Account information
de-centralized.
B2B site highly underutilized, poor
merchandising, and not promoted.
Operational Challenges
Case Study: TaylorMade Golf Company
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Direct to consumer
engagement.
B2C “inspired” B2B redesign.
iPad app for Sales Force to
order via B2B.
B2B portals for Retailers.
Marketing of B2B to retailers.
Solutions
Case Study: TaylorMade Golf Company
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Market Share
Variety and flexibility of product
offerings, packages, and bundles.
Quality of service suffering, due to
inaccuracy of order process.
Complex ordering process for end
consumer and resellers, requiring
significant manual intervention.
Business Challenges
Case Study: Time Warner Cable
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Management of “bundles” and
pricing rules too complex.
No self-service ordering capability
across phone, internet, and cable.
Lack of order capture integration
between regional reseller, Time
Warner, and provisioning service
provider Synchronoss.
Operational Challenges
Case Study: Time Warner Cable
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Direct to consumer engagement.
B2C facing “rules engine” allowing consumers to customize bundles.
B2B2C capabilities to ease order process for resellers.
B2B2B2C capabilities to support end-to-end provisioning between Synchronoss, Time Warner, Reseller, and Consumer.
Solutions
Case Study: Time Warner Cable
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Lack of control around sales
process to end consumer in US,
European, and Asian markets.
Keeping “channel” educated and
up-to-date on latest offerings.
Differentiating product offerings
from competitors in the “channel”.
Business Challenges
Case Study: Affymetrix
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Lacking single, consolidated product data catalog.
Independent B2B sites per region and language.
B2B has no “self-help” customer service tools.
No real-time integration with JDE system.
Operational Challenges
Case Study: Affymetrix
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Single, “B2C inspired” B2B site to support all regions, built on ATG & Endeca.
Investment in product merchandising, site search, and product information.
Online Customer Service
Real-time JDE order integration.
Solutions
Case Study: Affymetrix
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15
Model SummaryIncrease B2B Orders Through Channel “Push” and “Pull”
Drive Channel SalesGenerate DemandPromote & Extend
B2B Ordering
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16
Rence Winetrout
Executive Director
(858) 603-8911
www.aaxiscommerce.com