Slide1 l.jpg
This presentation is the property of its rightful owner.
Sponsored Links
1 / 50

Creating a "Next Generation" e-Commerce Experience PowerPoint PPT Presentation


  • 156 Views
  • Uploaded on
  • Presentation posted in: General

Creating a "Next Generation" e-Commerce Experience. Jean-Yves Martineau - Founder Cactus Commerce Scott Cairney - VP of Product Management Cactus Commerce. Outline. Who are we Trends to watch Cross-channel strategy New channels Key inflection points in cross-channel

Download Presentation

Creating a "Next Generation" e-Commerce Experience

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Creating a next generation e commerce experience l.jpg

Creating a "Next Generation" e-Commerce Experience

Jean-Yves Martineau - Founder

Cactus Commerce

Scott Cairney - VP of Product Management

Cactus Commerce


Outline l.jpg

Outline

  • Who are we

  • Trends to watch

  • Cross-channel strategy

    • New channels

    • Key inflection points in cross-channel

    • Where to begin for a sound strategy

  • User experience & e-commerce

    • Why UX is so important

    • Where we are in the hype cycle

  • Commerce Server 2009 – platform enabling

    • Introducing Commerce Server 2009

  • Q&A


Slide4 l.jpg

"This announcement from Microsoft is a breath of fresh air into Commerce Server's image," says Gartner research VP Gene Alvarez. “ InformationWeek, August 8, 2007


We understand the flow of goods l.jpg

We Understand the Flow of Goods


Slide6 l.jpg

Marketing/Brand

Management

Marketing & Brand

Agencies

Technology Dev


The future of e commerce l.jpg

The Future of e-Commerce

Trends to Watch


Driver of change a bundance l.jpg

Driver of Change: Abundance

  • In the 1950’s, everyone dreamed of owning a car and a home…

  • Today:

    • 2 out of 3 Americans own their own home

    • 13 percent of homes purchased are 2nd homes

    • Number of cars exceeds drivers

  • Self-storage

    • $17B+ business

  • U.S. spends more on trash bags than 90 other countries spend on everything

  • Gross commoditization makes process optimization woefully insufficient


Slide9 l.jpg

“A focus on cost-cutting and efficiency has helped many organizations weather the downturn, but this approach will ultimately render them obsolete. Only the constant pursuit of innovation can ensure long-term success.”- Daniel Muzyka, Dean, Sauder School of Business, Univ. of British Columbia


Acceleration a brief history of economics l.jpg

AccelerationA Brief History of Economics

Information Age

Agricultural Age

Conceptual Age

Industrial Age

Source: Dan Pink, A Whole New Mind


Slide11 l.jpg

“If you don’t like change, you’re going to like irrelevance even less.” - General Eric Shinseki, Chief of Staff. U. S. Army


Slide12 l.jpg

“UPS used to be a trucking company with technology. Now it’s a technology company with trucks.”

- Forbes


The infolust trend l.jpg

The "Infolust" Trend

  • Looking at the “always-on” generation

  • Also known as the click-to-knows

    • Using search engines everyday to get instant information on everything including your people and your products

  • Instant gratification

  • Proliferation of smart devices

  • Ubiquitous high bandwidth access

  • The clash with the “real world”…


New channels l.jpg

New Channels

  • Augmented reality

  • Wearable tech

  • Ultra-mobile computers

  • Digital signage

  • Etc.


Multi player mobile game l.jpg

Multi-player Mobile Game

  • Engage consumers with a multi-player game controlled through their mobile phones


Interactive windows l.jpg

Interactive Windows

  • Interact with the audience 24/7 – outside or inside the store

  • Browse a catalog 24/7 – outside or inside the store


Mobile augmented reality l.jpg

Mobile Augmented Reality

  • Use mobile devices to augment reality and interact with customers

  • User generated tagging of the physical world


The future augmented reality to guide consumers through complex tasks l.jpg

The FutureAugmented Reality to Guide Consumers Through Complex Tasks

  • Replacing car parts

  • Renovation projects

  • Assemble IKEA furniture


The future of e commerce20 l.jpg

The Future of e-Commerce

How to Engage and Improve Customer Satisfaction


Mobile becomes ubiquitous l.jpg

Mobile Becomes Ubiquitous

  • Apple iPhone, 3 SkypePhone, Amazon Kindle, Google Android, Windows Mobile…

  • 3G+ = 10% of 3.2B global mobile subscribers in C2007E –

  • 21% (critical mass inflection point) of 3.9B in C2009E(iSuppli)

  • 91% of mobile users keep phone within 1 meter reach 24x7 (China Mobile 50K survey)

  • 15-20% of mobiles have GPS, 50% within 5 years(Morgan Stanley Research)

  • Watch for new generation of Internet leaders to capitalize on growing access to fast Internet access on mobiles

  • Incumbent carriers + handset manufacturers still desire to control markets – financial dislocations / costs / opportunities may be substantive as wireless industry evolves over next 2-5 years

  • ATT CQ1 – Wireless data revenue up 57% Y/Y to 22% of wireless service revenue vs. 16% Y/Y. ~13% of devices are 3G and carry 20% higher ARPU than 2G base + iPhoneARPU 2x AT&T average


B2b companies using web 2 0 l.jpg

B2B Companies Using Web 2.0

web 2.0 reality in B2B

Source: 2007 Survey of National Advertisers and BtoBOnlinecom


M ulti cross channel l.jpg

Multi/Cross Channel

Linked

Forrester - February 2008 “B2B CMO Investment Priorities For 2008”


A n example l.jpg

An Example


The imperatives l.jpg

The Imperatives

  • Business imperatives

    • Bottom up functionality

    • Simplicity, more practicality

    • Improves efficiency and speed

      User imperatives

    • Web based

    • Easy to use

    • Inherently social

      Brand imperatives

    • Consistent and compelling application of voice

    • Credible brand behavior

    • Clear connection to promise


So why is ux so important l.jpg

So Why Is UX So Important?

  • There’s so much out there on the Internet and there’s no sign of anything slowing down

  • Technology alone doesn't give you a competitive advantage anymore

  • Wide bandwidth availability ubiquitously provides a vehicle for richer content; if you don't use it, your competitors will


Slide27 l.jpg

User Experience

User Experience

DATA

MAGIC

Business Logic


Key inflection points l.jpg

Key Inflection Points

  • The various channels and devices should be designed to work together, complimentarily, not in silos

  • The experience itself must be consistent with itself throughout the devices

  • Moving from text intensive to visual cues and motion to communicate brand and emotion

  • The digital world’s influence on the “real world”


Key inflection points29 l.jpg

Key Inflection Points

  • Not all actions that are possible on one channel are suitable on other channels

  • Don’t underestimate the importance of meta-data and semantics in your design

  • Next generation design strategies: inclusive design patterns that cross cultural bounds


Where to begin l.jpg

Where To Begin?

  • Build your differentiation through innovation:

  • Don’t focus on the technology first, focus on the end game – what’s the resulting experience?

    • Gaining cross team alignment is key

  • Take time to structure the underlying meta-data you will need to represent your experience well

  • Use interactive story boards to gain early feedback and make cheap adjustments before you put in the “guts” to make it all real


How do you go about innovating anyway l.jpg

How do you go about innovating, anyway?


Concepts applied l.jpg

Concepts Applied

  • Visual tools introduced into CS2009, a mainstream Microsoft e-commerce product

  • Enables a broader set of less sophisticated users govern a production quality set of channels

  • Uses existing habits in the Microsoft-user world to lower the barrier to entry

  • Enables a more streamlined experience between marketing and technology


Commerce server 2009 l.jpg

introducing

Commerce Server 2009


What s new i n cs2009 l.jpg

What’s New In CS2009?

For site designers

Standards-based design with new design tools

  • Standardized creation and editing of site designs

  • New tools and technology

  • Pre-built components for rapid site creation

    For developers and architects

    New multi-channel unified foundation, web parts, new extensibility model

  • Out-of-the-box site functionality: web parts

  • Unified programming model

  • Clear separation between business and presentation layers

  • New extensibility points

  • Additional.NET 3.5-based shopping features built-in


What s n ew i n cs2009 l.jpg

What ‘s New In CS2009?

For your shoppers and purchasers

Better experience

  • Contemporary out-of-the-box e-commerce site

    For merchandisers & marketers

    Website-based information and presentation management

  • On-the-site product information editing

  • CS2009 templates for presentation management

  • Web set up of different “channels”

    For IT professionals

    Unified interaction surface for different integrated business systems

  • Unified surface to interact with all your product systems


N ew sharepoint commerce services and w eb parts l.jpg

Catalog

Product Query

Product Detail Display

Images Viewer

Site Map

Orders

Add to Cart

Shopping Cart

Mini-cart

Checkout

Order Details

Order History

My Lists

My List Details

Management

Channel Configuration*

Property List Selection

Product Provider

Inline Product Editing**

New SharePoint Commerce Services and Web Parts

Marketing

  • Advertisements and Discounts

  • Virtual Earth Store Locator

  • Reviews and Ratings (2 web parts)

    Search

  • Search Box

  • Search Results and Paging (2 web parts)

    Profiles

  • Address List

  • Address Detail

  • Credit Card List

  • Credit Card Detail

  • My Profile

  • Registration Wizard

  • Change, Forgot Password (2 web parts)

  • Live ID*

* These items are technically not Web Parts, but they use SharePoint controls and are available in the Default site or can be integrated into other sites.


Commerce server 2009 s chematic l.jpg

Commerce Server 2009 Schematic

“Mobile” Template

Contemporary

Template

Custom UX:

Customize Web Parts OR

Direct to CS2009 Commerce Foundation

Live!

Services

“Color-Neutral” Template

Site Templates

Commerce Server 2009 SharePoint Commerce Services*

Site Management

Channel Mgmt

Presentation Mgmt

Information Mgmt

Workflow

Commerce Server 2009

Default Web Site*

Commerce Server

IT Pro and Designer

Tools

Commerce Server 2009 Web Parts

E.g.: Shopping, Checkout, Profile, …

Commerce Server 2009 Multi-Channel Commerce Foundation

Unified run-time calling model, meta data

Multi-Channel Awareness

Core e-Commerce Shopping Features

Commerce Server Business

Management Tools

Catalog Manager, Marketing Manager, Customer & Order Manager

Custom Logic

Commerce Server Core Systems

Catalog, Orders, Profiles, Marketing, Analytics, Staging, Web Services, BizTalk Adaptors

* SharePoint installation required


Commerce foundation l.jpg

Commerce Foundation


Commerce foundation e xtensibility points l.jpg

Commerce Foundation: Extensibility points

  • Commerce Entities

    • Encapsulates a single business concept such as a product or a catalog

    • Encapsulates both properties and relationships

    • Can be extended to include new properties and new relationships

    • Supported by meta data that provides descriptive information about the Commerce Entity that can be retrieved via the API.

  • Operations

    • Provides CRUD capabilities on Commerce Entities

    • Consists of one or more Operation Sequences

    • May be extended

    • The response of the operation may be extended

  • Operation Sequences

    • Operation Sequences can be plugged/unplugged on a per-channel basis

    • Out-of-the-box Operation Sequences can be replaced by custom ones

    • Operation Sequences are reusable components that can be created and reused on other projects

    • Third parties may create new operations that may be purchased rather than custom built


M essage f low l.jpg

Message Flow

Web Browser

Mobile Application

Etc...

Presentation Tools

Presentation Tools

Presentation

Public API

Broker

Operation

Application

CS

Sub Systems

Operation

Sequence

Operation

Sequence

Operation

Sequence

Operation

Sequence

Data

Cloud Services

SQL Server


Commerce entities o verview l.jpg

Commerce Entities Overview

  • Commerce Server 2009 exposes a single generic class which represents all Commerce Server entities called a “CommerceEntity”

  • Commerce Server 2009 exposes a single generic class which represents all Commerce Server entities called a “CommerceEntity”

  • Different types of Commerce Entities are distinguished by the “ModelName” property

  • Example query:

  • var productQuery = new Query<CommerceEntity>(“Product”);

  • productQuery.Properties.Add(“Id”);

  • productQuery.Properties.Add(“DisplayName”);

  • productQuery.SearchCriteria.Model.Properties.Add(“Id”, “1243”);

  • productQuery.SearchCriteria.Model.Properties.Add(“CatalogId”,”Adventure Works Catalog”);

  • Response response = OperationServiceAgent.ProcessRequest(requestContext, productQuery.ToRequest())


Operation b ased p rogramming model l.jpg

Operation-Based Programming Model

  • Operations span all Commerce Server sub systems:

    • Catalog

    • Orders

    • Profiles

    • Marketing

  • New operations can be created that communicate with other non-Commerce Server services:

    • Other Microsoft products

    • Non-Microsoft products

    • Cloud-based services


Multi channel commerce foundation l.jpg

demo

Multi-Channel Commerce Foundation

Scott Cairney


Web parts sharepoint i ntegration l.jpg

Web Parts: SharePoint Integration

  • UI Components built as ASP.NET 3.5 Web Parts, providing a number of significant advantages:

    • Web part connections can be used to marshal requests to Commerce Server

    • Web parts may be made aware of the zone on a page in which they can reside

    • Web parts may be personalized by an end user

    • Web parts can be arranged on a page by a business user in the browser using Windows SharePoint Services or Microsoft Office SharePoint Server


Web parts customization xsl t ransforms l.jpg

Web Parts:Customization – XSL Transforms

Multi-Channel Foundation

SharePoint Site

  • XSL transforms stored in a template

  • Templates may be managed in a document library when the web part is used with SharePoint

  • Allows multiple templates to be built, tested and applied by a business user

Results

Query

Query

HTML

Product Query

Web Part

Properties

HTML

XSLT Template

Product XML

Template Document Library


Commerce server contemporary site preview l.jpg

demo

Commerce Server Contemporary Site Preview

Scott Cairney


Business user experience l.jpg

demo

Business User Experience

Jean-Yves Martineau


Slide49 l.jpg

© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.


Slide50 l.jpg

© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.


  • Login