B2B eCommerce on Salesforce: The Facts

eCommerce on Salesforce

eCommerce on Salesforce: The Facts

Andy Hoar, Guest Speaker, Forrester Research Lori Jarchow, Ecolab Ray Grady, CloudCraze Moderated by Paul Demery, Internet Retailer

January 14, 2016

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Andy Hoar Forrester Research

Lori Jarchow Ecolab

Ray Grady CloudCraze

Presenters

State of B2B eCommerce

Andy Hoar Principal Analyst January 14, 2016

© 2015 Forrester Research, Inc. Reproduction Prohibited 5

Source: Forrester Research US Online Retail Forecast, 2011 To 2016, Key Trends in B2B eCommerce for 2013

$480B

$1.1T

US B2B eCommerce: $1.1T By 2019


More Self-Serve B2B Buying Experiences


B2B buyers already use the web to research products

“What percentage of your purchases for work do you typically research ONLINE before you purchase OFFLINE?”

63% research half or more of their work purchases online

Base: 158 B2B buyers

Source: Q4 2015 Forrester/Internet Retailer B2B Buy-Side Survey


B2B Buyers Expect To Buy More Online

Source: Q4 2015 Forrester/Internet Retailer B2B Buy-Side Survey

2015 2018

“What percentage of your purchases for work do you

make online today?”

“What percentage of your purchases for work do you expect to be making online in 3 years?”

32% make half or more of their work purchases online

53% expect to make half or more of their

work purchases online in 3 years

Base: 162 B2B buyers (not all responses shown)


68% of B2B buyers use credit cards to make purchases for work

Base: 100 B2B buyers Source: Q4 2015 Forrester/Internet Retailer B2B Buy-Side Survey


Base: 100 B2B Buyers Source: Forrester/Internet Retailer Q4 2015 Global B2B Buy-Side Survey

92% of B2B buyers say that they’ve used Amazon to research a

purchase for work.


B2B matching competitors but not Amazon

Base: 89 B2B eBusiness professionals Source: Forrester/Internet Retailer Q2 2015 Global B2B Sell-Side Survey

“How would you rate your company’s B2B website customer experience vs…” (Select one)

…Your B2B competitors …

63%

17%

20%

Worse

Comparable

Better

18%

36%

46%

Worse

Comparable

Better


Investments in B2B commerce technology are on the rise


By 2019, US firms will spend $2.1b on licensing commerce technology

Source: Forrester Business technology ForecastView

Commerce Platform Spending (US$ millions)


By 2019, B2B firms will spend more on commerce technology than online retailers do

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Key Takeaways 1. B2B buyers have rising expectations

and diminishing patience.

2. Disruption has arrived (ecosystem partners, Amazon).

3. TTM and TCO matter in the age of the customer.

forrester.com

Thank you

Andy Hoar Principal Analyst [email protected] @andyhoar1

Ecolab’s B2B eCommerce, A Real World Example

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THE WORK WE DO MATTERS

Every day we make the world cleaner, safer and healthier

Protecting people and vital resources

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The global leader in water, hygiene and energy technologies and services that protect people and vital resources

• Founded in 1923 • Headquartered in St. Paul, Minnesota • Fortune 500 company • 47,000 employees • Serving customers in more than 1 million locations in 171 countries • $14 billion in annual sales

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Need for an alternate channel for online ordering:

• Scalable

• Additional revenue

Previous eCommerce solution:

• Did not meet business model

• Out of date

• IT not staffed for complicated infrastructure

RFP process:

• SaaS solution required

• From 6 vendors to 3

• Approach became “Why Not CloudCraze?”

• SaaS on SFDC platform

• Scalable and flexible

Contract with CloudCraze

Partnered with CloudCraze:

• Implemented first storefront in 8 weeks

• Out of the box functionality first

• Agile methodology

• Cross-functional team involvement

Problem Approach Execution

Why eCommerce solution on Salesforce.com platform?

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• True SaaS offering

• Fast deployments – proven

• Lower cost of entry – pay as you grow

• Most business ownership of site configuration

• Provides single “version of the truth” - 360 view of Customers

• Direct access to ongoing innovations from Salesforce.com

• Same platform as Customer Portal

• Leverages Salesforce CRM

Ecolab chose CloudCraze and differentiators drove the choice

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• First implementation – 8 weeks • Two-way integrations with SAP • Integration with OEM Manuals • Self Registration • Live Chat • Credit Card partner:

Paymetrics • B2B and B2C

• Integrated with Customer Portal • Order history • Integration with Mainframe • Credit Card partner:

Cybersource • Order approval process

• Interactive Drawings • Guest buying • Credit Card partner: 3Delta • Lightweight implementation until

volume justifies integrations

eCommerce Landscape – 3 Storefronts-Unique to business functions

Centralized implementation and support team

• SFDC talent allows for flexibility based on demand

• Decentralized ownership of customer, product and pricing data

• Partnership with internal Salesforce.com team

Agile delivery for projects and new features/enhancements

Ongoing features and enhancements applied

• 3 types of credit card integrations

• Back-office integrations (Mainframe, SAP)

• Live Chat

Plans to expand customers, products, and functionality to additional divisions across the globe

eCommerce is a Program, not a Project

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eCommerce Features All accessed from the homepage

1. Integration with OEM Manuals API

2. Dynamic Categories

3. Wishlists

4. Spotlight Products

5. Product Search – faceted

6. Live Chat

7. Promotions

1

2

3

4

7

5

6

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eCommerce Features Interactive Diagrams

1. User is able to navigate to the specific part they need using a drawing of the complete assembly

2. Brings them to a detail page on that specific part where they can place it into their cart

1

2

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• Prepare to manage as a program, not a project

• Centralize and staff internally where possible

• Prepare and understand data early

• Customer, Product, media

• Understand supporting business processes

• Establish relationships and set expectations with appropriate business partners

• Involve business partners during selection through implementation and beyond

• CloudCraze Admin collaboration

• Ongoing discussions of best practices and upcoming releases

Lessons Learned

CloudCraze

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The only proven eCommerce platform developed natively on the Salesforce Platform

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CloudCraze provides eCommerce in the cloud

eCommerce

Self-Service Portal

Collaboration

Merchandising

Orders & Service Requests

Our customers engage with, sell to and support their customers with CloudCraze

Integration Layer

ERP/Backend Systems

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Business Development

Customer & Equipment On-boarding

eCommerce

Self-Service Portal

Collaboration

Sales

Merchandising

Marketing

Service

Analytics

Orders & Service Requests

Integration Layer

ERP/Backend Systems

Native on Salesforce, CloudCraze enables customer engagement commerce CloudCraze provides eCommerce in the cloud

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CloudCraze drives a better customer experience…

Tailored / Targeted Content Convenient Ordering

The “Consumer” Effect

My Portal /Account Management

10% increase in average order size

50% faster to place an order

Consistent Experience Across Touch Points

300% increase in order compliance and accuracy

Results

80% reduction in cost to place an order

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Deploy storefronts quickly. Generate revenue in weeks. Easily scale for growth.

Requirements, Business Case & Budgeting

Evaluate, Procure & Setup

Infrastructure Design Build Test Deploy v1.0

Legacy Implementation Lifecycle

4 months 18 months 7 months 9 months 15 months 17 months

First v1 Order = 18 months

First v1 Order = 8-12 weeks

Requirements Mapping, v1.0 Configuration &

Integrations Test & Deploy

v1.0 v2.0

Configuration & Integrations

Test & Deploy v2.0

v3.0 Configuration &

Integrations Test & Deploy

v3.0

CloudCraze Implementation Lifecycle

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The only native Salesforce solution included in the Wave.

“CloudCraze is a native Salesforce application and as such appeals to B2B firms standardizing their cloud infrastructure and applications on Salesforce.com”

“CloudCraze makes an excellent case for its model, which is essentially Salesforce on eCommerce steroids.”

CloudCraze named a Strong Performer in The Forrester Wave™ : B2B Commerce Suites, Q2 2015

The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave™ are trademarks of Forrester Research, Inc. The Forrester Wave™ is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.

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CloudCraze Customers

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Sampling of CloudCraze Success Stories B2C Educational Products (New channel expansion. New products sold online only.)

B2B Process Technology (Selling parts and equipment. Opened a new online channel)

B2E Consumer Products (Global solution for Employee Store)

B2B CPG & Distribution (Enabling an untapped market with improved UX )

B2B Health/Safety Products (Multiple business units. Global deployment, complex integrations)

Media Software & Hardware (Solving for B2B / B2C use cases. Selling physical and digital goods.)

Kaplan GE L’Oreal

Ecolab Avid Coca-Cola

Q&A

For a fully functional demo with your company’s branding, contact

[email protected]

B2B eCommerce on Salesforce: The Facts

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