PLATFORM

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PLATFORM INTEGRATION EFFICIENCY
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Panelists

• Bernardine Wu CEO, FitForCommerce
• Alan Keller VP Business Development, Vertical
  Response
• Barney Stone President, Stone Edge Technologies
• Wes Clayton CEO, Interapptive/Shipworks
• Manish Jha President, Atandra

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FitForCommerce

• FitForCommerce is a consultancy founded to help
  online businesses figure out what they need and
  how/where to find it
• Team of former multichannel retailers, marketers,
  technologists and service providers, with
  hands-on expertise in eCommerce
• eCommerce Diligence is a philosophy and
  methodology based on diligent preparation and
  decision-making to ensure success
• Strategy, Requirements/RFP, Provider Selection,
  eCommerce Marketing, Implementation Coaching
• Rapid Site Evals are quick 2-day evaluations of
  ecommerce sites, delivering suggested
  improvements and prioritization
• FitBase is the first eCommerce market knowledge
  base and community, offering
• 1000s of best practices, feature evaluations,
  expert advice and community content on 300
  features, functions and topics
• 100s of provider and solution comparative info

Discount code INF100BETA 100 off 795 annual
subscription
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VerticalResponse

• Helping SMBs Grow Their Business Via Online
  Marketing Since 2001
• Leading provider of self-service eMarketing tools
  for biz of all sizes
• Deep integrations with SFDC, Intuit, Long Jump,
  many others
• 75 employees - based in the SOMA district of San
  Francisco
• Tools For Marketers, By Marketers
• Create and send an email campaign in minutes with
  no help from IT needed
• Sophisticated tools and analytics, yet simple to
  use
• Email, online survey, and direct mail postcard in
  one tool
• Award Winning and Customer-Centric
• Inc. Fast 500, Deloitte, Business Times, ClickZ,
  and many more
• Active Member of the Email Sender Provider
  Coalition since 2003
• We thrive on making small businesses look like
  giants
• Environmentally Community Friendly

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Stone Edge

• Founded in 1980 by Barney Stone.
• Began shipping the Stone Edge Order Manager in
  2000.
• Now have one of the largest installed bases of
  order management systems over 2,000 merchants,
  including 12 of the 2008 Internet Retailer Top
  500.
• Feature-rich system for managing orders,
  customers, inventory, purchasing, drop shipping,
  payment processing, picking, packing and shipping
  of orders, etc.
• Integrated with over 40 shopping carts and sales
  channels
• Compatible with credit card gateways, fraud
  prevention systems, fulfillment companies and
  (coming soon) sales tax systems.
• Integrated with UPS, Fedex and USPS for shipping
  labels.
• Extensive multi-channel features.
• Open source code highly customizable.
• Very affordable!

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Interapptive/Shipworks

• Wes Clayton Co-founder.
• Started as a web development business in 1996.
• Transitioned from developing e-commerce sites to
  software solutions in 2001.
• Launched what is now known as ShipWorks in 2002.
• ShipWorks now integrates with 21 popular
  sales/marketplace systems, supports direct
  integrations with all major shipping carriers,
  and supports daily shipping operations for
  businesses across the United States and abroad.

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Atandra

• Based in New Jersey, founded in 2004
• Software solutions for small business, helping
  online retailers be more efficient and
  successful.
• Our goal is to make systems integration easy
  enough for business owners to tackle themselves
• Products
• T-HUB integrates eCommerce stores with QuickBooks
  or QuickBooks Point of Sale. T-HUB works with
  Amazon, Yahoo Store, eBay, Magento, osCommerce,
  and several other online shopping cart platforms
• Data Flow Manager (DFM) helps businesses
  integrate other systems with QuickBooks through a
  comprehensive data mapping.
• Credit Card Charger is a plug-in to integrate
  QuickBooks and Payment gateway (Authorize.net or
  CyberSource).
• Gold certified by Intuit highest level of
  certification (Tech. Review and customer
  satisfaction surveys)

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Common Challenges

• In this market, online retailers must do (even)
  more with what you have and get (even) more out
  of each you spend.
• But can you remain competitive with just tweaking
  in 2009?
• How will you be set up for success in 2010 when
  (if?) the market rebounds?
• Times are challenging for the mid to enterprise
  companies, but its a matter of survival for
  small/mid-sized businesses (SMBs).
• SMBs spend 80 of effort fixing things as
  opposed to implementing new growth elements.

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Common Challenges

• Multiple databases, product feeds, promotions,
  limited visibility or reporting, etc. are common
  challenges.
• Rarely a one-stop shop to fulfill any business
  objective.
• Over time, ecommerce businesses piece together
  multiple components but are often backed into a
  corner (hard to change).
• Now more than ever, efficiency of operations
  (people, process, technology, data) are critical
  to succeeding.
• Thus integrated platforms and platform
  integrations must be the pillars of efficiency!

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Key Integrations
Marketing
Traffic
Webstore
Customer Service
Merchandising
Product Catalog Pricing
Tracking info
Inventory Price/Stock Qty.
Sales
Order Management
Fulfillment
Shipping info
Tracking info
Customers/orders
Inventory
ERP
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Key Integrations
Marketing
Traffic
Webstore
Customer Service
Merchandising
Product Catalog Pricing
Tracking info
Inventory Price/Stock Qty.
Sales
Order Management
Fulfillment
Shipping info
Tracking info
Customers/orders
Inventory
ERP
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Marketing Throughout The Lifecycle

• Old view of customer acquisition based marketing

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Marketing Throughout The Lifecycle

• Integrated approach to data-driven marketing

• Sales Marketing
• Sales and marketing now act as one
• Data-driven segmentation
• ROI by channel
• Focused cast
• Some room to experiment
• Every dollar counts

• Fulfillment Service
• Instantaneous data capture
• Immediate follow-up
• Real time results
• Lifetime value vs. one-time purchase
• Information shared across the org
• Data is as important as the dollar

Every data point is a marketing opportunity
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Marketing Throughout The Lifecycle

• Actionable Marketing Data
• Standard Record
• Leads, contacts, customers
• Physical contact details, email address
• Marketing record
• How did they find out about you?
• How satisfied are they?
• Previous marketing offers?
• Purchase history
• Purchase only sale items?
• High-end purchaser?

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Marketing Throughout The Lifecycle
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Webstore Front-End Site Management

• Many more components to a webstore than what is
  commonly discussed or written about
• Very little is focus on Site Mgmt yet it is just
  as critical as the storefront
• Every feature must be planned with Site Mgmt in
  mind
• Examine each component carefully 2-4x/yr

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Back-end, Data, Security

• Order Mgmt is the heart of the operation
• Hub of the wheel
• Drives front-end yet handles the post-order
• Impacts the CX

• Data is king
• Use data to make decisions on marketing, store
  features, processes
• Integrations are the 1 failure point for most
  online businesses

• Security is a critical system requirement
• Security for shoppers is a critical trust
  component
• PCI compliance
• Other, e.g. Accessibility, COPA

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Webstore Platform

• Prioritize features functionality on the
  webstore that garnish ROI (conversions,
  brand-building, loyalty)
• Have the right Site Admin tools that reduce staff
  time and increase efficiency and accuracy always
  know how you are going to manage a new feature
• Be deliberate in your use of third-party
  technologies (e.g. site search, web analytics,
  rich media)
• Integrate with all components as tightly, but
  flexibly as you can

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Ten Other Rules for Ecommerce Success

• Know what you want to be when you grow up.
• Dont re-type it. Dont even type it once if you
  can avoid it!
• Use SKUs!
• What is real-time inventory tracking, and why
  should you care?
• Just because its a small room, doesnt mean its
  not a warehouse.

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Ten Other Rules for Ecommerce Success

• Dont put all of your eggs in one software
  basket.
• Dont get sucked in by the latest 3- or 4-letter
  high-tech acronym.
• Find and fix your pain points.
• Dont waste your money choose your tools
  wisely.
• Take all advice (except mine, of course!) with a
  grain of salt.

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Post-Order Challenges

• Orders taking too long to fulfill
• Duplicate data-entry in multiple systems
• Physical and web inventory out of sync
• Accounting not updated with sales
• Cannot handle increased volume without increasing
  head-count
• Monkey-proof systems and processes

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Integrations with ERPS, Accounting etc.

• Integration with back office systems - part of
  daily order processing
• Identify system for customer service (Website,
  Order Manager or Back Office system)
• Direct integration vs file import/export
• Exception handling (Invalid address, out of stock)

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Integrations with ERPS, Accounting etc.

• Where to create products first, in Accounting
  system or website?
• Standardize Product SKU coding
• Revenue (Online product sales, Shipping income)
• Expenses (Shipping costs, Fee, Commissions)
• Track customers for future marketing

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Integrations with ERPS, Accounting etc.

• Returns
• Accounting for multi-channel (Sales by channel)
• Inventory Sales vs Cost of Goods
• Plan B for order fulfillment and accounting
  (Software problems, Network issues)

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Save Time Shipping

• Analyze Current Processes
• Look for areas with repetitive and manual tasks.
• Copying and pasting? Re-keying? Manual
  imports/exports?
• What other areas can be streamlined?
• Talk to staff members to identify specific pain
  points.
• Implement a Specific Workflow
• Simple Based on status. Shipped, Not Shipped,
  Backordered, Etc.
• Advanced Automatically group orders based on
  SKU, Weight, Destination, Customer Chosen
  Shipping Method, Etc.

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Save Time Shipping

• Bulk Process
• Pre-set weights, dimensions, etc. with your
  online inventory items.
• Select multiple orders and generate all labels at
  one time.
• Multi-part documents (invoice/packing slip
  shipping label).
• Automate Tasks
• Automate tasks based on user interaction with
  your data.
• Automatically generate invoices/packing slips.
• Automatically email customer when label is
  generated.
• Automatically update the online order status.
• Re-Evaluate, Fine Tune

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Panel Summary

• Hard to find a single platform that does
  everything you need
• Choosing best-of-breed solutions means
  integrating disparate systems
• Data flow and integrations can be the weak link,
  even with the best components
• Tight, seamless integration is a must
• Integration is not just about systems, but also
  about data, processes, people, strategies
• Choose your solutions and partners for their
  integration inter-operability and support
  services, as much as for their features
• Make sure you have mapped out your total picture,
  including how data gets from A to Z and back
• Revisit your assumptions and your workflows
  frequently

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QA

• Bernardine Wu - CEO, FitForCommerce
• bwu_at_fitforcommerce.com 973.379.7399
• Barney Stone - President, Stone Edge Technologies
• barney_at_stoneedge.com 610.994.3699
• Wes Clayton - CEO of Interapptive/Shipworks
• wes_at_interapptive.com
• Alan Keller - VP Business Development, Vertical
  Response
• akeller_at_verticalresponse.com
• Manish Jha - President of Atandra
• mjha_at_atandra.com

THANK YOU !