salmon n ecommerce

Gurgaon, IndiaSalmon India

SalmonCorporate Overview

Who are Salmon?

Diverse Interests and PracticeInterests in retail, finance, insurance, utilities, ERP. Focus on Enterprise architecture , IT / Business ChangeApplication management and support

Innovative Risk Reward ModelsFixed priceManaged RiskShared Reward

Global SISuccessful track record over 20 years~300 staffPrivately owned, Financially soundStrategic relationship with IBMOver 300 fixed price projects delivered on time and to budget with a range of $300K - $16MOpen, honest and responsive approachStrong delivery-focused culture

Mission critical systemsBroad and deep expertise in web based applications and technologiesSpecialist skills in highly transactional systems and solutions e.g. B2B and B2C eCommerce, multi-channel integration, Customer Experience / designSpecialist skills in application support; testing and performance tuning

Salmon Global Prescence

Salmon China Limited 605 Zhongchen BuildingLize Zhongerlu #1Wangjing Science & Technology ParkChaoyang District

China

Salmon LLC220 Old Country RoadMineola NY 11501-4271United States of America Salmon India

504 Tower AIris Tech Park Sector 48 Sohna Road Gurgaon Haryana

Salmon Asia Pacific Level 1, 299 Elizabeth StreetSydney NSW Australia 2000

EuropeSalmon Ltd 2nd Floor 64 Clarendon Road Watford Herts WD17 1DA

eCommerce Practice

End-to-end eCommerce Services

ConsultancyDiscovery phase readiness/enablementStrategy and business caseRequirements DeliveryBusiness Process MappingPackage/component/tool set selection

1 Customer ExperienceCustomer journey mappingVisual design servicesInformation architectureApplication of social mediaUsability

2

Application Support Application supportManaged Service (Hosted by 3rd party)Monitoring and alertingCapacity planningStress testing and performance tuning

3Solution ImplementationArchitecture and designBuild/test/deploy/trainingPerformance by designData, systems, 3rd partysolution integrationImplementation of best practices

4

Salmon WCS Customers

Working with Partners

What we deliver

Multi-channel Platform“Plumbing”

(Back-office system integration)

eComm UK eComm Intl. EPOSMobile

OptimisedMobileApps

Kiosk Consoles…other channels

Product range Merchandising MarketingRich

Content

Pricing FulfilmentSocial

networkingStatic

content

Business/operations processes

Data Code Tools

skin

What is SAFE

Bit of a History

10+ YEARSOFBUILDINGWEBSPHERECOMMERCESOLUTIONS …

Complex, Custom Solutions for Large Clients

SAFE™

Salmon Application Framework for eCommerce

BestPractices

Knowledge

Experience

DeliveryCapability

Support

In other words: we’ve hand-crafted some complex, difficult solutions. We’ve now bundled all of this experience into a framework we call SAFE ™.

What is SAFE ?

Salmon Application Framework for Ecommerce

A project acceleratorExtends the WebSphere Commerce Madisons B2C starter store

PropositionReduce cost, risk and timescales for WCS platform implementation

Business casePre-built environmentsPre-integrated solutionsShorter projectReduced riskReduced cost

How does SAFE reduce risk, cost and timescales?

By avoiding costs that are often overlooked:Pre-built software environmentsAutomated daily build processPre-built scripting for data propagationAutomated unit testing

Also , by providing the ‘hygiene’ factors needed by every website:Flexible homepage display (eMarketing spot array)Human readable URLs for SEOBuild and Search static content (as well as products)Pre-integration with additional third party servicesWebsite operational health dashboard

SAFECustomer ‘back-end’ systems

Catalogs & products

Pricing

Stock position

Stores list

Customer details*

Order status updates

Orders placed

Payment auth / response

Postcodes / Addresses

Requests

SAFE Integrations

Customer details*

Searches / Results

* Does not include order history information

or

Payment auth / response

New customer account detailsChanges to account details

Tags

or

Catalog / Rating

Content & images

iFrame requests

Email requests

Sales Center

SalmonSupportSMS

gateway

SMS requests

SAFE: A Summary

Open License► Exclusive license to the SAFE source code► Enhance at your will!!

Mgmt Center (Content Management) extensions

Best of Breed Options:► Search / Filtering: Mercado / SOLR► Analytics: CoreMetrics, Google► Payment: Cybersource► Ratings & Reviews: Bazaar Voice

UI Design Service Store templates Integration

► Product, Category, Bundle / Kit, Pricing, Shipping Methods, Stock Levels, Order Export

► XML or CSV

Built on IBM Websphere Commerce™ Enterprise Server

eCommerce Components► Developed, tested and pre-configured► Reusable► Customizable

Production Ready Go to market in 30-90 days

► www.hawkshead.com live in 35 days!!

Best practices Extended sites

► Scotts of Stowe have deployed 14 web properties within a single instance of IBM Commerce running SAFE

► Create a virtual brand► Create a country brand

Project Methodology

Principles of developmentEarly project acceleration (repeatable building blocks): SAFEAvoidance of “black hole” development

Understanding scope and architectural design earlyFast, visible releasesDetail business rules as we go (because the other way doesn’t work)

Stay out of the box wherever possible (future proof)Tight design and development controlHappy customer = long term partnership

Dev: Fortnightly release cycles

Development processAnalysis stream

Development stream

Discovery SDD

Part I: ContextPart II: Visual designPart III: Functional

Part IV: Non-functionalPart V: Plan

Part VI: Common schedule

SAFE Foundation

UserStories

Core architectural design

System testing Final UAT

Data

Live

Application training, familiarisation, support

SAD

Core integration design

workshops

base SDDwireframes

SAFE

SAD

Daily build environment

Continual release testing

Who’s winning?

Who’s winning?

After 6 months, already the biggest store

Profitable and growing fast (promotions, expanding

product line, and territory)

www.mattress.com “Extended Site”

Sleepy’sThe Mattress Professionalswww.sleepys.com

> xxx

> xxx

> xxx

Who’s winning?

30 Sites, one framework to support extended sites

Deeper engagement with Web 2.0

Extensible

ICI Paints

www.dulux.co.uk+ 13 b2c websites+ 16 b2b websites

> 250% Sales Growth

> 60% Visitors Growth

Live in < 90 Days

Who’s winning?

Halfords’ online sales soar 250%

Second most visited sports and leisure website in the UK

Highest turnover ‘Store’

Halfordswww.halfords.com

Online reservations growing by 43%

Internet sales overall represent 18% of sales

Who’s winning?

www.homebase.co.ukwww.argos.co.uk

The eCommerce Conundrum

Low cost of entry Sophistication

Traditionally poor corre

lation

Low cost of entry Sophistication

Current site is ‘held together by string’

Low cost of entry Sophistication

Customer Experience is inconsistent at best

Low cost of entry Sophistication

Current site won’t cope

with Xmas peak

Low cost of entry Sophistication

We can’t add a new channel the way we would like

Low cost of entry Sophistication

All our efforts are focussed on keeping

the lights on – we can’t drive our business

Low cost of entry Sophistication

The business users don’t have control over the

site – we can’t make changes when we want to

Low cost of entry Sophistication

We have to rely on a third party to

make changes to the site and they

don’t have the resource to support it

Low cost of entry Sophistication

The cost of adding new “commodity”

functionality is high

Low cost of entry Sophistication

Internal delivery is focussed

on other initiatives

Low cost of entry Sophistication

Current site won’t scale to support our business growth

Low cost of entry Sophistication

Low cost of entry Sophistication

Platform replacementsFailed projectsPoor customer experiencesBad publicity

Revenue/Sophistication

Hig

her

Low

er

Effort / InvestmentLower Higher

Innovative online solution with tailored offeringse.g. Reserve and Collect, visual search, single page checkout, multi channel integration

Wants and Needs

eCommerce with SAFE

Reduce risks Reduce costs now and down the lineFocus on your Business/your CustomerBe assured

Unique Approach • Unique Solutions

Salmon LLC220 Old Country Road

Mineola NY 11501-4271

United States of America

Tel: 001 516 742 7888 Fax: 001 516 742 9169

Salmon Asia Pacific (Pty Limited)

Level 1, 299 Elizabeth StreetSydney NSW

Australia 2000

Tel: +61 (0)2 8251 0044 Fax: +61 (0)2 8251 0097

Salmon India Ltd 504, Tower - AIris Tech Park

Sec - 48, Sohna RoadGurgaon - 122001

Tel: +11 91 124 4221591

Salmon China Limited 605 Zhongchen Building

Lize Zhongerlu #1Wangjing Science & Technology Park

Chaoyang DistrictBeijing 100102

China

Tel:  +86 (0) 10 6439 8779Fax:  +86 (0) 10 6439 8665

Salmon Ltd64 Clarendon Road

Watford Hertfordshire

WD17 1DAUnited Kingdom

Tel:  +44 (0) 1923 320 000 Fax:  +44 (0) 1923 320 023

SAFE™

Features in Action

UI Design. Tuned to perform, designed to sell!!

UI Design Service: Layout And Style Sheet (CSS) Development. Includes Home Page, Product Listing, Product Detail, Check-Out, Static Pages etc.Tuned for performance, designed to sell!!

Home Page: flexible and compelling

Flexible template.Linked to e-Marketing Spots

Home Page PromotionFree Shipping for orders > $399.99

Header / Footer, the way you want it

Header LinksFooter LinksUser Maintained

Static Content, under your control

TemplatesMulti DimensionalUser Maintained

Navigation controls for guided shopping

Main Navigation Bar ComponentMaintained in the Product Catalog

Categories, by type, by brand

CategoriesBy TypeBy BrandBy how-you-want-itMaintained in the Product Catalog

Product Listing

Product ListingMaintained in the Product Catalog

Product Listing Features

Paging, Sorting, Control Results

Faceted Navigation, it’s not just the first page

Lucene / SOLR IntegrationUser Maintained

Rich Search, via SOLR

Site Search, via SOLR

“Quick Look”

Skip to next product

Change attributes, change price

Product Comparison: Drag and Drop

Drag and DropInto Product ComparisonComponent

Product Comparison: Side by Side

Product Detail, the way you need them

Maintained in the Product Catalog

Styled and designed for your customers

WWW.SLEEPYS.COM: Known and trusted brand. Designed for shoppers who will learn about sleep, learn about mattresses, and be led through the sale.

Product Detail, the way you need them

Designed to Sell! Sell! Sell!

Product Detail, inventory aware

Inventory Aware

Cross-sell, Up-Sell, increase order $$

Alternate, Recommended,You-May-Also-Like

Ratings & Reviews improve conversion

67% of shoppers spend more online after recommendations from online community of friends. (Internet Retailer, September 2009)

SEO, increase traffic, increase revenue

SEO friendly URL’shttp://www.petsathome.com/shop/automatic-2-meal-cat-and-small-dog-feeder-by-petmate-15309

User Maintained Meta Data

Home PageProductsCategories Static Pages

Check Out, quick, safe and secure

Cybersource, 3dSecure,Paypal

Store Locator, cross channel consideration

Integration with Google Maps

Extend & Customize: Selfridges Dressing Room

Extend & Customize: Mattress Finder

Step by Step Custom Mattress Finder for www.mattress.com

Extend & Customize: Mattress Finder

Jump to results orcontinue selections

Extend & Customize: Integrate with other channels

- Customer purchased from the Store- Retrieves Order Details Online- Pays Balance Online, prior to delivery

Extend & Customize: 3rd Party Integration