Digital Strategy in an Ecommerce contextAdvania Fall Conference - September 2017
Bio
• MSc in Economics and Management
• Co-founded Dynamicweb in 1999
• +20 Years experience in the digital business area
• Business angel with current portfolio and exitsChristian BeerCo-founder, CEODynamicweb Software A/S
Speaker
Dynamicweb - By the numbers
Profitable since Global employees
1999 +100Certified partners
+200
Customers Websites
+ 4,000 + 12,000Daily visitors
+ 3,000,000
+ 4,000 great customers
Los Angeles
Amsterdam
Bucharest Vladivostok
Charlotte
Aarhus
Oslo
Singapore
Sofia
All-In-One Platform
PIM
ChannelsData Sources
ERP / CRM / PIM
Suppliers
Personalization
Development Platform
Integration Framework
Content Ecommerce Marketing
Website Mobile
Email Marketing
Social Media
Online Store
Self ServicePortal
Value proposition
Digital Strategy in an Ecommerce contextAdvania Fall Conference - September 2017
Global mega trends that every C-level should know about
Agenda headlines
A framework to develop a digital strategy from the core of a business
Digital transformation exemplified via show cases
Global mega trends every C-level should know
Profit margins are being squeezed
Profit margins are being squeezed
Value chains are being redefined
“Every customer that B2B companies serve
is not only a businessperson but also a
consumer, one who has his or her
expectations set by daily interactions with
Amazon, Apple, Starbucks, and Zappos.
And those B2B customers no longer lower
their expectations when they go to work…”
— Harley Manning ,
Customer Experience Professional, Forrester
Profit margins are being squeezed
Value chains are being redefined
Customer experience matters
Get on the trainProfit margins are being squeezed
Value chains are being redefined
Customer experience matters
Digitalization is an accelerator
McKinsey 2017 survey
• Bullet
Profit margins are being squeezed
Value chains are being redefined
Customer experience matters
Digitalization is an accelerator
Digitalization = Profitability
What is Digitalization?
Gartner’s Digital Business Development Path
Gartner 2020prediction
…75% of business will be digital businesses or preparing to become one. However, a survey showed that only 22% of respondents defined themselves as already being a digital business.
Most organizations, or 41%, see themselves as a digital marketing business, and 22% of companies remain Web businesses.
Forrester’s Digital Experience Platform Architecture
Digital transformation exemplified via show cases
Case
Selling directly without channel conflict
• Danish distributor of skincare products
• B2C and B2B multi-shop ecommerce solution with NAV integration
• Improved channel cooperation with lifetime customer kick-back to dealers for referrals on the ecommerce store
Dermalogica
www.dermalogica.dk
Case
Online community for customer learning and interaction & sales
• International super brand know for their kettle grills
• Online Community for it’s Danish users
• +78,000 members by 2017
• Indtroduced Weber ID – an opportunity to interact direcly with end-customers despite the indirect channel
Weber
www.weberklubben.dk
Case
Customer loyalty + cross and upselling
• International manufacturer of cooling solutions selling through retailers and distributors
• Loyalty program for influencing customer purchases - including bonuses that can be exchange for beer and event tickets
• Building a unique database of end-customers with direct access
Nissens
www.nissens.com
Case
Complexity
• International trading company specializing in floricultural products.
• B2B ecommerce solution with NAV integration
• Includes 10 currencies, 15,000 different items, 60,000,000 prices and 15,000 dealers in 17 countries
Gasa Group
www.gasagroup.com
Case
Distribution
• Trading company with ecommerce-based distributor concept
• Mouldpro delivers a turnkey ecommerce to a distributor including inventory and other infrastructure
• Serves 30 markets, each with its own ecommerce solution and digital ordering
Mouldpro
www.mouldpro.com
Case
Experience and convenience!
• Leading supplier of dental equipment and information technology systems
• B2B ecommerce solution with NAV integration and +14,000 items
• Customer log-in with full access to order history, payment, calculated prices, bonuses and discounts
• Ordering via app for better experience
Nordenta
www.nordenta.dk
A framework to develop a digital strategy from the core of a business
Identify the digital opportunities that can support overall strategy
My 50 cents on digital strategy
Test, test and test. Don’t be afraid to fail and move fast
Prioritize and define a C -level owned roadmap
Beyond the core
• Bullet
Strategy development framework
The attribute of being so near as to be touchingStrategy development framework
Adjacency concept
Map your opportunites
• Bullet
Strategy development framework
Adjacency concept
Adjacency types
What’s the risk
• Bullet
Strategy development framework
Adjacency concept
Adjacency types
Adjacency risks
Digital Transformation
Customer oriented platform
• Processes defined according to customer needs
• Personalization based on primary customer segments
• Optimizing support and customer experience
Simple platform
• Separate systems (no integration)
• Manual processes
• Limited options
Integrated platform
• Focused strategy
• Supporting primary business objectives
• Optimizing processes through standard integration
Data driven platform
• Customer experiences determined by data and customer behavior
• Tracking of customers across all digital channels – both online and offline
• 1:1 real-time personalized content
Minimal viable product (MVP)
• Bullet
Strategy development framework
Adjacency concept
Adjacency types
Adjacency risks
Test and move fast
Thank you!Advania Fall Conference - September 2017
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