beyond digital marketing into digital selling - ibm beyond digital... · world’s fastest growing...

David A Hogg

Business Manager Watson Commerce, IBM ASEAN

Beyond Digital

Marketing into

Digital Selling

IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 1

World’s fastest growing internet region – from 259M in 2015 to 480M by 2020

- 124k users coming online everyday for the next 5 years

792M mobile connections

- 124% of population - 2nd highest globally following East Europe

234M active social media users

- Philippines sends more texts than any other country; Jakarta is world’s #1 city for tweets

To reach $200B by 2025 – 6.x increase from 2015

- 24% of clothing/footwear and 18% of travel now purchased online

7k startups in 2015 with $1.1B in venture capital funding – 2nd highest in AP

- Unicorns (Garena ($2.5B), Grab ($1.6B), Lazada ($1.5B)

Internet User Base

Social Media

Internet Economy

Startup Landscape

Mobile Usage

source: Google and Temasek e-conomy SEA Study; 2016 Digital Yearbook, Wall Street Journal, Bloomberg

*Unicorn – startup whose valuation has reached m $1B

MARKET TRENDS

ASEAN’s demographics – particularly its increasingly connected and digitally savvy population – positions it for growth in Digital Commerce

The customer is in

control and expectations

are on the rise

How will you deliver the right customer experience

at the right time and place?


To take action requires insights and an

understanding of each customer


Natural Language

Cognitive Technologies

Evidence-based

Analytics

Hypothesis Generation

Learning

Watson Commerce


Understand. Reason. Learn.

Deliver an exceptional, personalized customer experience

Give customers what they want, where and when they want it

Make it easy for customers to buy from you

Leverage meaningful insights to drive informed actions

Seamlessly engage

customers across all

channels


IBM 2016 7

Fully leverage Social Media to engage your clients and find new ones

Engage millennials where they hang out most – Social Media

Expand your prospect base, via “look alike” audience

Establish a personal connection with your customers via Social Media

Make your members feel part of the brand story, turn them into Brand Advocate

Make engagement personal with your clients via Mobile and other Devices

IBM 2016 8

Club Account

Cart

Location

Based

Marketing

Direct to

Phone

rew ards

and

coupons

Rich &

Actionable

push

messages

Mobile

friendly

Responsive

Design

Online Merchandiser Digital Marketer Fulfillment Manager Field Sales Store Associate

Designed for the way

you work


How would performance improve if…

a ’cognitive analyst’ was watching out for trends,

anomalies, opportunities and alerted you and your

team with recommendations?

Leverage Meaningful

insights


Help online merchandisers

to identify hidden situations

impacting business.

Watson Commerce Insights


The Problem with Manual data maintenance


Friday 18th November

679 Mexican Peso is US$33

Should be US$ 2,500

Dell Mexico

How would sales improve if...

you could intelligently present products and

content to customers that spoke to them

personally?

Deliver personalized

customer experiences


Enable online merchandisers to optimize and automate how products are

presented to shoppers.

Watson Commerce Insights


Help marketers use

intelligence to create,

manage, and distribute

content across every

customer interaction.

Watson Content Hub


Help marketers test and

deliver optimized content

at the individual level,

based on journey stage,

persona or behavior,

driving higher

engagement and

conversion rates.

Watson Real-Time Personalization


How would their loyalty improve if …

your customers’ orders were fulfilled exactly

how they wanted and in the most cost

effective way possible?

Give customers what

they want


Enable fulfillment

managers to optimize

order fulfillment by

learning from previous

sales, demand

forecasts and inventory

allocations.

Watson Order Optimizer


Go across touch-points with IBM Onmi Channel Order processing capability

IBM 2016

Digital Commerce needs a strong foundation of Fulfillment engine, that:

Provides a 360 degree visibility of Orders across multiple

channels (eCommerce, Storefront, Market places, Social, Mobile etc)

Integrates well with Warehouse and Shipping engines to provide real-time visibility of inventory

Promises every sale to be taken care of… Buy online ship to home Buy-Online-Pickup-In-Store Reserve-Online-Pay-n-Pickup-In-Store Save-the-Sale Ship-when-Available ....and more

Would you be able to capture more sales if…

you could connect online and offline

experiences, and enable sellers and

associates to engage clients in seamless and

more personal ways?

Make it easy for

customers to buy from

you


Help online marketers

and merchandisers

detect customer struggles

and improve customer

experiences by

understanding historical

patterns of customer

engagement.

Watson Customer Experience Analytics


22

IBM Watson Commerce platform is uniquely positioned for multi-country multi-brand deployment

IBM provides a unique capability of managing multiple eCommerce sites from a single platform, this:

Provides agility to the Merchandizing and Marketing teams

Allows you to leverage common approved assets in consistent manner

Allows you to defray costs to individual Business Units (countries) while maintaining central control for consistency purpose

Keeps your IT simple, and operations hassle-free

Master eCommerce

site

Country 1 Country 2 Brand X Brand Y

IBM is rated as top Digital Commerce platform by the Analysts

IBM 2016 23

IBM has a award winning and top rated Digital Commerce & Marketing platform

IBM’s global presence and rich technology background brings a well-rounded and robust solution to the clients

IBM’s Business Partners ecosystem enhances the capability of the platform further, and we are proud of those

IBM covers B2C and B2B Digital Commerce capabilities in same solution

IBM’s solution is pre-integrated with Digital Marketing, Customer Analytics, Order Management and Warehouse Management

IBM Watson Commerce is available on premise or Cloud Currency Earn

and Burn Points Bank

Payment Gateway

Configurable Tiers

Widgets

Now with Watson

Commerce you can …

Understand customers,

markets and business

performance in real-time.

Deliver a differentiating

customer experience

across all their journeys.

Optimize fulfillment plans

by learning from past

order history.


…and deliver results for

your business

Establish a conversation

that builds interest, sales

and loyalty.

Prescribe a course of

action to capitalize on

opportunities as they arise.

Provide the level of

service customers

expect at the optimal

cost.


26

The North Face IBM eCommerce and Expert Personal Shopper helps consumers discover products based on recommendations in a natural language dialog leading to higher conversions, driven by the power of Cognitive Commerce.

https://www.youtube.com/watch?v=HxNeseZ_1nc

Learn how you can get

started with Watson

Commerce to discover and

pursue new opportunities :

Talk to us over lunch today!

Visit ibm.com/watson/commerce


beyond digital marketing into digital selling - ibm beyond digital... · world’s fastest growing...

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