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How Mobile Commerce can Increase Salesforce Productivity and Customer

Satisfaction

Session #2013JDE-100630Presented by: Anushree Khare

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Agenda

Overview of King Architectural Metals Project History Solution Overview Solution Demonstration The Impact and Results Questions & Answers

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Overview of King Metals

Profile: North America’s largest provider of decorative and ornamental ironworks, with over 9,000 in-stock items and Same Day Shipping

History: Originally a small metal works company in Dallas, TX, King Metals has grown to service thousands of customers worldwide. “Every order, large or small, is received with gratitude, pulled, quality-control checked and shipped with equal care and attention.”

In addition to our commitment to quality, value & service, a portion of every dollar goes to support The Red Cross, American Cancer & Diabetes Societies, YMCA and Habitat for Humanity.

Profile: • Decorative & Ornamental Metals• Light Construction Steel• Gate Operators• Pre-Fab Powder-Coated Fence Panels• Hi-Def CNC Plasma Cutter• Hardware• Full Metal Service Center• KINGMETALS.COM• E-Catalog• 1,400 FREE Design Concepts• DWG Files for Decorative Metal Components• Stainless Steel Glass, Cable & Rod Assemblies

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Decorative & Ornamental Metal

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Light Construction Steel & Custom Plasma

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Project History Hosted storefront linked to a non-JDE ERP

Hidden behind host firewall, hence, limited SEO crawling Low flexibility on changes Poor internal search engine Not mobile enabled

Web customer service and order processing Slowest way to place an order (web order printed and reentered due to

restricted anonymous shopping) Highest cost/order due to manual order processing Inaccurate pricing-no recognition of marketing promotions on the web No payment confirmation- lacked working with credit card authorizations Low quality service- lacked product availability confirmation, order status

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Goals for E-Commerce with EnterpriseOne

• Proven E-Commerce and Mobile solutions fully integrated with JD Edwards EnterpriseOne

• Better web visibility• Deliver world-class customer self service over the web to decrease call center volume

– Intuitive, easy-to-use mobile storefront integrated with EnterpriseOne– Real-time capabilities- product availability, order status, history inquiry, order confirmation, credit

card authorization, etc.– Same day delivery for orders received by 4:00pm

• Integrate all sales channels- adding web to current call center channel– Increase internet revenues and web order mix (internet vs. phone) – Drive down order processing costs with near-zero cost web orders

• User Friendly Administration, less IT dependency• PCI-DSS complaint and allowing web users to save their credit card for future reference• Provide shipping estimates

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E-Commerce and Mobile Solution Evaluation

E-Commerce Solutions Considered Previous failed JDE implementation left us looking for CC Processing implementer Evaluated 4-5 alternatives, selected Premier’s SmarterCommerce for CC

Processing and E-Commerce Key Decision Drivers

Completeness and ease of integration-real-time with EnterpriseOne SEO optimization flexibility Avoidance of duplicate data Overall solution value and benefits Fixed fee implementation Rapid deployment

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JD Edwards and SmarterCommerceImplementation History

Evaluate new JD Edwards Partner

2009 2011

Implement JD Edwards and SmarterComerce

(Call Center/CC)

7/2009

Go “Live” 3/2011

JDE (Finl/Dist/Mfg)SC (Call Center/CC)

“Live”Web Storefront

9/2011

Implement SmarterComerce(Web Storefront)

LeverageSmarterCommerce(New branding / E-Catalog

Web PaymentsLive Chat / Advanced Search)

Project Starts11/2009

2010

Simplified WEB

Design7/2012

SLI Search10/2012

5MB Fiber Optic

8/2012

2012Web

Project Starts3/2011

E-Catalog4/2012

Mobile Storefront

Project

2013

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Multi-Channel Commerce at King Metals

E-Commerce Web Storefront

Credit Card Processing

Enhanced Sales Order

Financial Management

Order Management

Manufacturing Management

• Call Center Orders• Fax and Mail

• Internet Orders• Online Inquiries

Distribution Centers Stores

Customer Service Representatives (CSRs)

• Store Orders

E-Commerce B2C/B2B

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Web Storefront and MobileDemonstration

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The Results…• Dramatic improvements in customer service levels by:

– Streamlining internet order entry/processing• Intuitive web storefront for customer self-service• Real-time capabilities- advanced pricing, credit card authorization, product availability

and back order processing– Enhancing customer visibility to their order with email messaging– Improving customer order accuracy and satisfaction with self-service – Dynamic advanced pricing engine for promotion across all sales channels

• Increased revenues- cross-selling products and web promotions• Dramatic reduction in web order processing costs• Increased control over web order processing and fulfillment• Ease of integration with 3rd party tools• Friendly Administration Workbench – Less dependency on IT from Marketing

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The Results…

Selected Performance Metric Before AfterWeb order-to-ship cycle time Slowest FastestCredit card processing Manual Real-timeAdvanced pricing and promotions Not possible Real-timeCost per web orders $2.71 2011-$.75; 2012- Under

$.10Order processing effort for web orders (5-6 minutes/order)

2.0 FTEs 0.5 FTEs

Revenue from Web Orders (last two months vs. prior year)

22 % Increase

Areas that most benefited from above wereSales, Customer Service and Credit

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Recap of Key Lessons Learned • Importance of real-time Integration between Web Storefront and JD Edwards Order Fulfillment

– Comprehensive JD Edwards integration is a vital enabler for our customer self-service and our same-day shipping strategies (Address Book/Customer Master, Sales Order, Pricing, Inventory, AR)

– Key to obtaining near zero ($0.00) cost web orders– No duplication of data and redundant logic (customers, products, pricing, availability)

• Solution Must Allow for the Leveraging of Current Investments in E-Commerce– Must permit our company and product branding to be respected and easily evolve– Provide options for re-use of current web product content

• Intuitive Customer Collaboration Interface and Ease of Use– “Zero training” customer buying experience– Highly productive dynamic user navigation instead of sequential navigation

• Importance of Rapid Implementation and Deployment– Delivering fast benefits is critical to management support for E-Commerce– Target timetable should deliver results in 60-150 days

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Questions and Answers

Anushree Khare, Sr. Business Analyst(214) 438-8187anushree.khare@kingmetals.com