new channels = new b2b challenges: connecting with consumers in an omnichannel … ·...

New Channels = New B2B Challenges: Connecting with Consumers in an

Omnichannel World

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Today’s Speaker

Melanie Nuce Director of Retail Industry Marketing

GXS

Monitors and measures industry trends and uses this important

input to define GXS’s vision and strategy for both the retail and

consumer products verticals

Serves as a retail thought leader at industry conferences, global

and national standards meetings, and through her B2B Retail

blog and speaking engagements

Active in the ongoing development of e-commerce standards

and best practice guidelines through participation in

organisations such as GS1 and VICS

Over 19 years experience in B2B, employed by and a

consultant to various manufacturers, retail suppliers and

technology solution providers

Holds a B.A., Professional Studies, Marketing from Bethany

University

Lives Denver, Colorado, is an avid traveler, short distance

runner, owner of a 3-year old Boxer, and the proud mom of a

Lance Corporal in the United States Marine Corps

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Global Consumer Behaviour

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Tablet Shopping – Couch Commerce

59%: Internet users

in Latin America

who bought online

in the past year

(eMarketer)

12%: online retail

sales growth

forecast for

Europe 2011-2016

(Forrester)

20%: amount of

e-commerce that

will occur across

borders by 2017

(channeladvisor)

13%: online retail sales

growth in Australia

2011 vs. 2010

(Frost & Sullivan)

68%: U.S. smartphone users

purchasing after researching

on their mobile devices

(Ipsos OTX)

16.1%: U.S. online

sales growth in 2011

vs. 7.9% for total retail

(U.S. Commerce Department)

7.3%: U.S. online sales

as a percentage of total

retail in Q12012

(Internet Retailer)

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U.S. Online Retail Sales

February 2012 “U.S. Online Retail Forecast, 2011 To 2016”

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Online Sales Growth by Category

0 5 10 15 20 25 30 35

Hardware/Home improvement

Toys/Hobbies

Automotive parts/Accessories

Apparel/Accessories

Sporting Goods

16.7

17.3

17.5

21.9

30.4

Percentage Growth 2011 vs. 2010 (Europe)

Source: Vertical Web Media

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Channel Evolution and Emergence

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Channel Strategies

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Omnichannel Retailing

Research Buy Return

Warehouse Shipping Customisation

Catalogue Store Web Tablet Phone Marketplace

Print

On Demand

3rd Party

Fulfilment

Manufacturer

DC

Retailer

DC

Retailer

Store

All via single

channel

All done by

retailer

Each phase via

any channel

mix & match

Numerous

models - varies

by product

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Retailer-Led Online Sales

Consumer places order on

retailer’s e-commerce

website

Retailer uses distributed order

management to dispatch to

fulfilment location

Consumer Retailer

Shopping Site

Picked from local store.

Removes slow moving

“trapped inventory” from

supply chain

Retailer’s distribution

centre receives order and

ships directly to

consumer’s address

3rd party supplier receives

order and drop ships to the

consumer’s address

Shipped from

Supplier

Shipped from

Retail DC

Picked from

Local Store

Shipped to

Local Store

Retailer’s distribution

centre receives order and

ships to store in proximity

of consumer

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Manufacturer-Led Online Sales

Consumer places order on

manufacturer’s e-commerce

website

Manufacturer captures consumer

data. Uses distributed order

management to dispatch to

fulfilment location

3rd Party website receives

order and drop ships to the

consumer’s address

Local outlet in proximity of

consumer receives order.

In-store pickup or home

delivery

Manufacturer’s distribution

centre receives order and

ships directly to

consumer’s address

Manufacturer

Warehouse

Local Retail

Location

3rd Party Website

Warehouse

Consumer Brand Owner

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Retailer-to-Retailer Data Exchange

Tier 2 Retailers with

Channel Models

Tier 1 Retailers

With Marketplaces

Merchandise

Suppliers

Item Management

Price Management

Order Lead Time

Inventory Update

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Sell Side of Retail

Private Label

Manufacturers

Downstream

Retailers

Product Catalogue

Inventory Position

Point of Sale

Purchase Order

Ship Notice

Invoice

EDI

EDI

“Hub”

Retailer

(as Distributor)

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Organisational Impacts

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B2B Programme Considerations

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Questions?

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Thank You for Your Participation! For More Information…

Contact GXS • Web: www.gxs.eu

• Email: sales@gxs.eu

• Phone: +44 (0)1932 776047

• Twitter: @GXS

Presenter:

melanie.nuce@gxs.com