Digital Strategy in an Ecommerce contextAdvania Fall Conference - September 2017

Bio

• MSc in Economics and Management

• Co-founded Dynamicweb in 1999

• +20 Years experience in the digital business area

• Business angel with current portfolio and exitsChristian BeerCo-founder, CEODynamicweb Software A/S

Speaker

Dynamicweb - By the numbers

Profitable since Global employees

1999 +100Certified partners

+200

Customers Websites

+ 4,000 + 12,000Daily visitors

+ 3,000,000

+ 4,000 great customers

Los Angeles

Amsterdam

Bucharest Vladivostok

Charlotte

Aarhus

Oslo

Singapore

Sofia

All-In-One Platform

PIM

ChannelsData Sources

ERP / CRM / PIM

Suppliers

Personalization

Development Platform

Integration Framework

Content Ecommerce Marketing

Website Mobile

Email Marketing

Social Media

Online Store

Self ServicePortal

Value proposition

Digital Strategy in an Ecommerce contextAdvania Fall Conference - September 2017

Global mega trends that every C-level should know about

Agenda headlines

A framework to develop a digital strategy from the core of a business

Digital transformation exemplified via show cases

Global mega trends every C-level should know

Profit margins are being squeezed

Profit margins are being squeezed

Value chains are being redefined

“Every customer that B2B companies serve

is not only a businessperson but also a

consumer, one who has his or her

expectations set by daily interactions with

Amazon, Apple, Starbucks, and Zappos.

And those B2B customers no longer lower

their expectations when they go to work…”

— Harley Manning ,

Customer Experience Professional, Forrester

Profit margins are being squeezed

Value chains are being redefined

Customer experience matters

Get on the trainProfit margins are being squeezed

Value chains are being redefined

Customer experience matters

Digitalization is an accelerator

McKinsey 2017 survey

• Bullet

Profit margins are being squeezed

Value chains are being redefined

Customer experience matters

Digitalization is an accelerator

Digitalization = Profitability

What is Digitalization?

Gartner’s Digital Business Development Path

Gartner 2020prediction

…75% of business will be digital businesses or preparing to become one. However, a survey showed that only 22% of respondents defined themselves as already being a digital business.

Most organizations, or 41%, see themselves as a digital marketing business, and 22% of companies remain Web businesses.

Forrester’s Digital Experience Platform Architecture

Digital transformation exemplified via show cases

Case

Selling directly without channel conflict

• Danish distributor of skincare products

• B2C and B2B multi-shop ecommerce solution with NAV integration

• Improved channel cooperation with lifetime customer kick-back to dealers for referrals on the ecommerce store

Dermalogica

www.dermalogica.dk

Case

Online community for customer learning and interaction & sales

• International super brand know for their kettle grills

• Online Community for it’s Danish users

• +78,000 members by 2017

• Indtroduced Weber ID – an opportunity to interact direcly with end-customers despite the indirect channel

Weber

www.weberklubben.dk

Case

Customer loyalty + cross and upselling

• International manufacturer of cooling solutions selling through retailers and distributors

• Loyalty program for influencing customer purchases - including bonuses that can be exchange for beer and event tickets

• Building a unique database of end-customers with direct access

Nissens

www.nissens.com

Case

Complexity

• International trading company specializing in floricultural products.

• B2B ecommerce solution with NAV integration

• Includes 10 currencies, 15,000 different items, 60,000,000 prices and 15,000 dealers in 17 countries

Gasa Group

www.gasagroup.com

Case

Distribution

• Trading company with ecommerce-based distributor concept

• Mouldpro delivers a turnkey ecommerce to a distributor including inventory and other infrastructure

• Serves 30 markets, each with its own ecommerce solution and digital ordering

Mouldpro

www.mouldpro.com

Case

Experience and convenience!

• Leading supplier of dental equipment and information technology systems

• B2B ecommerce solution with NAV integration and +14,000 items

• Customer log-in with full access to order history, payment, calculated prices, bonuses and discounts

• Ordering via app for better experience

Nordenta

www.nordenta.dk

A framework to develop a digital strategy from the core of a business

Identify the digital opportunities that can support overall strategy

My 50 cents on digital strategy

Test, test and test. Don’t be afraid to fail and move fast

Prioritize and define a C -level owned roadmap

Beyond the core

• Bullet

Strategy development framework

The attribute of being so near as to be touchingStrategy development framework

Adjacency concept

Map your opportunites

• Bullet

Strategy development framework

Adjacency concept

Adjacency types

What’s the risk

• Bullet

Strategy development framework

Adjacency concept

Adjacency types

Adjacency risks

Digital Transformation

Customer oriented platform

• Processes defined according to customer needs

• Personalization based on primary customer segments

• Optimizing support and customer experience

Simple platform

• Separate systems (no integration)

• Manual processes

• Limited options

Integrated platform

• Focused strategy

• Supporting primary business objectives

• Optimizing processes through standard integration

Data driven platform

• Customer experiences determined by data and customer behavior

• Tracking of customers across all digital channels – both online and offline

• 1:1 real-time personalized content

Minimal viable product (MVP)

• Bullet

Strategy development framework

Adjacency concept

Adjacency types

Adjacency risks

Test and move fast

Thank you!Advania Fall Conference - September 2017