e-commerce berlin expo - divante - anna lankauf
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The Complete Transformation from Offlineto Online Magento Implementation of a B2B Platform – a Case Study.
Anna LankaufUser Experience Strategist
This Case Study Shows How We Managed to Reach...
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87 000 000 EUR
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B2B is hot right now
75% e-commerce moreconvenient than a sales rep
4http://divante.co/blog/b2b-ecommerce-2016/
201630% buyers finalize atleast half of theirpurchases online
2017Estimated 56% of B2B purchase online
60% spend more wheninteracting with multiple channels
The biggest electro-technicalgoods distributor in Poland with 30 years of experiencein the market. On WarsawStock Exchange since 1998. Clients from constructionbusiness area. 5
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It is difficult to convince the employees to introduce new ideas, especially such radicalones. Moreover, our vision and strategy needto be clear-cut to the Board of Directors and owners. We cannot begin without their supportand - as you can see - the project is planned to last for many years.
- Artur Piekarczyk, Vice-President
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Diversification of business and improvement of effectiveness
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1. Expand customer base(new industries, B2C clients)
2. Expand product range and addnew product categories
Timeline of Cooperation
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9.2011 3.2012 5.2013 7.2013 11.2013 8.2014 2. 2015 1.2016
The process
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Business expectations
Interaction DesignTechnical analysis and integrations
Graphic DesignImplementation
Tests
Optimisation
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Sales reps prefer to call their call centerand place ordersdirectly to the operator rather thanuse a mobile app
Business expectations phase
Personas
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Personaa fictional identity that reflects one of
the user groups
Design Phase
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Workshop
Prototyping
Selection of ideas
User Research
Findings
Polishing the Prototype
Workshops
Paper Prototypes
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Digital Prototypes
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User Testing
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Final Digital Mockup
Graphic Design
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Implementation
19http://blog.aheadworks.com/2015/05/ecommerce-platforms-popularity-may-2015-two-platforms-take-half/
Magento isthe leadingtechnology
Magento vs B2B Needs
Adding products faster (with photosand videos) -PimCore or Akaneo
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Marketing automation thatactually works and iseasy to use - Mautic
Recommendationengine - Hadoop
Custom B2B modules: a tree structure of the clients' account, payment methods, flexible shopping cart
Search that works likeGoogle - Fact Finder
CRM allows yoursales reps to work on your clients’ accounts– OroCRM
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Integrations for TIM
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Integration with CRM system:Sending client’s dataDownloading client’s dataCart synchronization (price)Cart downloadingCart reservationSending ordersSending RFPsDownloading offers for a customerDownloading product priceDownloading product price for a customerDownloading invoices data and invoices in pdfDownloading order’s historyDownloading order’s data
Product Management Program: Downloading data on products and categoriesDownloading catalogue cards of products and pictures
Warehouse Integration:Downloading product availabilityDownloading cable segments
FactFinder Integration:Sending product databaseDownloading search results
CRM Live Integration – Bilateral integration in real time
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Recommendation engine
Users Inspire Us
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Dedicated Functions
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B2B Functions to Consider
1. List of contractors with verification,2. Individual or collective negotiation of discounts,3. Order files,4. Offer creation,5. Consultants who can accept the order on behalf of the customer by the
phone / email / during a meeting,6. Saving and sharing the cart content,7. Forms of payments that are typical of B2B (for instance: a trade credit).
Implemented as extra Magento modules
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Implementation and Start-up
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9.2011 3.2012 5.2013 7.2013 11.2013 8.2014 2. 2015 1.2016
Scalability and Performance
Replication of the database to speedup reading operation and balance the traffic to database
Using a cache system – in this caseMemcached was replaced by Redis
Using a scattered file system (GlusterFS)
Using an http-reverse-proxy system Varnish that speeds up loading pagesand static files
Using PerconaDB instead of MySQL for the database
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Ensuring Quality
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2 phase Code Review
Ticketing system (where all communication with the client happens)
Monitoring system – Incinga, Jenkins + Selenium + ELK Stack to monitor integrations
Version control system
SLA - Divante S.W.A.T.
250 000 EURO daily rev.
1 hour system crash = 10 416 Euro
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SLA > 99.9%
Effective Development
31https://en.wikipedia.org/wiki/Continuous_delivery
Deployment time <5 min
Data Driven Customer Experience
97% of customers preffer one specific view of product list – „miniatures”
Business Results
33The share of online salesin total sales in terms of income
The share of online sales in totalsales in terms of No. of products
B2B projectgoing live
7.2013Q3, 2015
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1. Expand customer base(new industries, B2C clients)
2. Expand product range and addnew product categories
Business Results
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130 mln Euro revenue
Business Results 2015
67% = 87 mln of revenue from online
87% of orders from online
Business Results
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https://www.youtube.com/watch?v=-QumO63G_7M&list=PLuXGEsfZdwIUuaIJTEd3PDSUQLilYVu9a&index=3
What’s Next?
1. Improving the retention of clients through BigData analysis and personalized recommendations.
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• Automated pricing optimization – 62%• Personalized recommendations – 56%• Use of wearable computing in distribution centers – 49%• Sensors in shipments/products – 46%• Robots/automation in distribution center/supply chain – 34%• Shopping cart abandoment analysis – 32%
B2B e-Commerce companies are investing in:
2. Automated pricingoptimization - the next big thingwe want to pursue.