Commerce Server

Commerce ServerCommerce Server

HEC MONTRÉAL – MBA53-751-03 IT and E-Commerce

Jacques Robert & Jean Talbot, HEC Montréal

Commerce Server: IntroductionCommerce Server: Introduction

• Other Server often used with Commerce Other Server often used with Commerce Server Server – SQL ServerSQL Server– Biztalk ServerBiztalk Server– Content ServerContent Server– Sharepoint ServerSharepoint Server



Companies using Commerce ServerCompanies using Commerce Server

1-800-FLOWERS

4-Serv

Adventurous Traveler

American Diabetes Assoc.

Asia Connect

Cars@Cost

20th Century Fox

CompUSA

Crabtree & Evelyn (Canada)

Cyoni - The Orange Network

Dakin Farms

The Motley FoolUnisys

Fisher Micro

British Telecom

Gateway2000

Granville Book Company

Great Universal Stores (U.K.)Eddie Bauer

Nautica International

International Sinatra Society

Inacom

London Drugs

Memory Express

MicroWarehouse

Omac Computers

Novastar

PC Connection

Microsoft Network

Coles Meyer (Austr.)

Galeries Lafayette

Seidler’s Jewelers

Snowboard Gear Direct

Software Spectrum

Xerox

Gap

Tower Records

Dell Computer

Trinity Zone

True Tunes

UCLA

Baby Gap

Quixtar

Cooking.com

BUY.comBarnesandNoble.com

Gap Kids

Mary Kay Office Depot

Staples

Costco Online

Nordstrom

NordstromShoes.comBest Buy

Radio Shack



LDAPODBC SQL

Server

Profiles

SQLServer

Business DataWarehouse

Bu

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Des

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SQL Server SQL

Server

ProductsCampaigns

Orders

LDAPODBC SQL

Server

Profiles

Business Analytics System

Product Catalog System

Targeting System

Profile System

Solution Sites

CRM / CRM / OtherOtherAppsApps

Business Processing Pipelines System



Catalogue ManagementCatalogue Management

• Defining the schemaDefining the schema– Properties (Name, address, price, )Properties (Name, address, price, )– Categories (books, cd, …)Categories (books, cd, …)– Products: set of properties Products: set of properties

• Catalogue creationCatalogue creation– Catalogue propertiesCatalogue properties– Categories and sub-categoriesCategories and sub-categories– ProductsProducts




• Other conceptsOther concepts– Product Variations (ex. size: S,M,L,XL)Product Variations (ex. size: S,M,L,XL)– Relationships between categories and Relationships between categories and

between products between products – Basis Catalogue and dependent catalogueBasis Catalogue and dependent catalogue– Catalogue sets that can be assigned to a Catalogue sets that can be assigned to a

particular userparticular user




• Price specificationPrice specification– DirectlyDirectly– Indirectly from a category Indirectly from a category – Customized prices:Customized prices:

• % of basis% of basis

• Fix adjustmentFix adjustment

• FixFix



User ManagementUser Management

• Anonymous users Anonymous users • Authenticated usersAuthenticated users• Anonymous users are identified with cookiesAnonymous users are identified with cookies



User ManagementUser Management

• User ProfileUser Profile• OrganizationsOrganizations

– Administrator that can create users Administrator that can create users

• Can assign users to different catalogsCan assign users to different catalogs



Campaign ManagerCampaign Manager

• Marketing campaign and personalized contentMarketing campaign and personalized content• CampaignsCampaigns

– Publicity (advertisements), bannersPublicity (advertisements), banners• Your own publicityYour own publicity• Other companies that want to advertise on your siteOther companies that want to advertise on your site

– DiscountsDiscounts– Direct mailDirect mail

• Campaigns can be designed according to a Campaigns can be designed according to a specific profilespecific profile



Campaign ManagementCampaign Management

• A campaign is designed for a client. For instance, A campaign is designed for a client. For instance, HEC wants to put a anner on your site but only HEC wants to put a anner on your site but only for users coming from Quebec. for users coming from Quebec.

• A specific campaign can contain A specific campaign can contain – publicitiespublicities– discountsdiscounts– MessagesMessages

• Dates of activation Dates of activation



Campaign ManagementCampaign Management

• ObjectivesObjectives– Ex: Number of times a banner is published Ex: Number of times a banner is published – Campaign levelCampaign level– Item levelItem level

• PublicityPublicity– FeeFee– HouseHouse



ChallengesChallenges

• ……



Important not to loose the Important not to loose the ability to differentiate itselfability to differentiate itself

• Some solutions offer suppliers the ability to make their goods and services Some solutions offer suppliers the ability to make their goods and services available and take orders electronically, but stop far short of truly available and take orders electronically, but stop far short of truly empowering the supplier. In some cases, these solutions actually threaten empowering the supplier. In some cases, these solutions actually threaten their existing business by reducing a company’s ability to differentiate their existing business by reducing a company’s ability to differentiate itself and expose the true value of its products or services. itself and expose the true value of its products or services.

• For example, if a supplier of automobile parts has traditionally competed For example, if a supplier of automobile parts has traditionally competed by offering superior, customized products and great service at a premium by offering superior, customized products and great service at a premium price, simply publishing a catalogue of goods and services to a price, simply publishing a catalogue of goods and services to a marketplace or procurement system could make those items appear as marketplace or procurement system could make those items appear as peers to lower-priced, lower-quality items. Buyers may only see the part peers to lower-priced, lower-quality items. Buyers may only see the part number, description, and price, leading them to choose the lower-priced number, description, and price, leading them to choose the lower-priced item. This disempowers the supplier and can result in misinformed buying item. This disempowers the supplier and can result in misinformed buying decisions by their business customers and ultimately, lost sales for the decisions by their business customers and ultimately, lost sales for the supplier.supplier.

• Additionally, many sellers want to promote their brand and capabilities Additionally, many sellers want to promote their brand and capabilities along with their products and services, and need a way to effectively along with their products and services, and need a way to effectively interact with their customers and build stronger customer relationships, interact with their customers and build stronger customer relationships, even while selling electronically. even while selling electronically.

Commerce Server

Documents

Transcript of Commerce Server