how to build a better web storefront using good product data and the best industry tools; tammy...

FULL STEAM AHEAD: MOVING FORWARD TOGETHER © Copyright 2014. All Rights Reserved.

HOW TO BUILD A BETTER E-‐STORE FRONT

•  Joe Wallace, IT System Administrator, Van Meter Industrial

•  Tammy Paters, Pricing Manager, Werner Electric Supply Co.


Skit 1 – Scene 1

Characters: Joe Wallace’ works for Wallace’ Electric Supply Tammy Paters works for TP Electric (nickname “TP”) Joe visits TP to introduce new product from Merlot Mfg. See how the visit plays out.


Scene 2

Back at Wallace’ Electric Office. Joe Wallace’ meets with Tammy, the Pricing Manager to discuss the lost order from TP Electric.

See what happens next.


Scene 3

Tammy meets with Mr. Merlot from Merlot Mfg. to discuss data integrity issues and lost sales.

Let’s see what happens now.


Scene 4 3 months later

Joe Wallace’ back at TP Electric. Merlot Mfg. has completed Data Cer\fica\on Process. TP places large order on-‐line with Wallace’ Electric.

End Skit


Our Journey

•  The need was iden\fied by: –  Customer Complaints –  Compe\tor’s web sites were be^er –  Old, outdated look and feel

•  Several solu\ons were evaluated •  iCimm2 selected


Why iCimm2?

•  IDEA Partnership •  IDW Weekly Sync •  Data Management Tools •  Mobile App Solu\on •  Unilog’s reputa\on/longevity •  Part of the Family


How long did it take?

•  Werner/VMI – 1 year to “Go Live” with con\nual improvements

•  Customer Beta Group for tes\ng •  Internal Cross Func\onal Team •  Werner – Hired an e-‐Marke\ng Coordinator •  VMI – Dedicated IT resource •  Execu\ve Sponsorship


Aber iCimm 2

•  Limited pickup/delivery op\ons

•  Limited products available to sell on-‐line

•  Old, outdated look and feel

•  What you see is what you get

Before iCimm 2

•  Be^er Search Func\onality including auto fill showing product category and filtering

•  More flexible pickup/delivery op\ons

•  Customer specific catalogs •  Saved shopping carts


iCimm2 Tools

•  IDEA iCimm2 Weekly Sync – new products, images, spec. sheets, descrip\ons

•  iCimm2 data does not go live un\l you refresh •  iCimm2 updates – Vendor Specific (i.e. Rockwell update in

IDW-‐PDW – a full day vs. pull into iCimm2 from IDW to update spec. sheets – a few hours.

•  Building a Taxonomy is easy, user friendly


iCimm2 Tools con\nued

•  Export Repor\ng Tools are awesome –  Iden\fy products with no images –  Iden\fy products with no spec. sheets

•  Synonym Builder – all manual in the past


Benefits of Quality IDW Data

•  Cri\cal for e-‐stores •  IDEA Cer\fied Data – Web Store Ready •  Data Integrity added to Scorecards for AD/NAED/Vendor

Summits •  Joint efforts between Manufacturers & Distributors •  Dedicated resources to build and maintain quality data •  IDEA Sourcing


Lessons Learned •  Can’t do as a part-‐\me job – Need dedicated resources

•  Building your taxonomy -‐ Schema •  Created an Eclipse Best Prac\ce iCimm2 User Group (VMI, Werner, North Coast and Supply Force)

•  Marke\ng and Communica\on – Flyers, email blast, marke\ng page off main site, classes, trade shows, sales calls, lunch & learns


Ques\ons?

Thank you!

how to build a better web storefront using good product data and the best industry tools; tammy...

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