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Market trends and performance facts around Web shops

by The Tip Doctor

November 14, 2011

Tip Doctor, Insider Learning Network.

This SAP CRM tip comes courtesy of Manoj Kumaran, Accrete Solutions, who spoke at our CRM 2011 event.

  • SAP CRM Web Channel offers capabilities for an online presence for organizations

  • The solution provides capabilities for Sales, Marketing, and Service functions to be available online

  • Increased rate of consumer search activity and information search speed requires high performance Web stores
    • Consumer focus on readily available information and price
    • Evolving search landscape requires adjustments in optimizing your search
  • Consumer expectations of Web stores being device independent
    • Widespread adoption of handheld e-commerce apps
    • Customers expect Web interaction with a company to be available regardless of system or device used for access
    • Increased consumer data capture requires more precise market segments and parallel marketing activities
  • Online Performance and Shopping Experience Leaders
    • www.amazon.com
    • www.apple.com
    • www.walmart.com
    • www.buy.com
    • www.bestbuy.com
    • www.tigerdirect.com
    • www.macys.com
    • www.newegg.com
    • www.smartbargains.com
    • www.overstock.com
    • www.williams-sonoma.com
  • SAP Web Channel solutions are typically implemented in two ways
    • SAP Scenario – Complete SAP solution with Web Channel on SA{ CRM/SAP ERP backend
      • Involves implementing SAP CRM B2C and B2B shops using Web Channel and integrates to SAP ERP for order fulfillment and invoicing
      • Availability of Adobe Flex and AJAX technologies are allowing customers to build stores that enhance the brand
  • Hybrid Scenario – Custom or 3rd party Web shop interfacing with SAP backend
    • Involves use of RFC or Web services to communicate with SAP CRM for catalogs, prices, and order information
    • Web stores that have significant content available to customers seem to prefer this solution

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