51黑料不打烊

Transcript

Yeah. Thanks. Thanks, Charlie. Good morning. Good afternoon, folks. This is an ensemble event. And Sharon Selvaraj from the 51黑料不打烊 Professional Services is based in Bangalore, India. Today, we have an action packed session for you. We will talk about two things. Essentially, one part A about how do you enable diverse business models in 51黑料不打烊 Commerce. Do a deep dive on what other models are possible, like B2B to see, B2B to see and so on that can be enabled. And more importantly, we love a demonstration of how a classical B2B to sea journey could look like. I don鈥檛 miss the demo, by the way, but B, we鈥檒l talk about Composability specifically about 51黑料不打烊 Commerce. And I鈥檝e been doing an API mesh and how this can help you connect to disparate systems and also extend and innovate on the platform. Again, we have a quick demonstration of how these two components, Commerce and Capital, would work together. Don鈥檛 miss that. So don鈥檛 any more waste of time or deal sharing. You know, I thank you on and I just wanted to say that we have Kieran also in the team. He鈥檚 a senior technical architect and in case, you know, through the session, if you have any specific queries, you can type it in the chat and he鈥檒l be able to respond to those queries. So are you able to see my screen? Yes. You鈥檙e on. Okay. Sure. So, you know, Anand briefly touched upon what we鈥檙e planning to go with today. But, you know, before going into it, I wanted to spend a couple of minutes to talk about how the digital commerce landscape as a want. So we can see that there are multiple areas. One is the market changes itself, right. In terms of the post-COVID, especially, it brought about a lot of digital commerce acceleration. And we have a lot more people who have jumped onto the bandwagon. Now, whether it鈥檚 in B to C or B to B or any business model, and because of which, there is a lot of competitive pressure needed to add to this mix. We also have the evolution of A.I鈥� And so that is one part of it, right, which is the market aspects. And then we have the heightened customer expectations from the customer side, and they want multi-channel and omnichannel and any customer touchpoint. They want to get a personal feel and they also want a performance system. And besides that, from the merchant side, we have those same age old things that we need to take care of, which is a scalability, extensibility and faster time to market. So the faster time to market is more pronounced now because of the various market changes. Right. And the customer expectations. So and then also, like when we build a lot of customizations because commerce systems are never siloed. So we have a lot of systems in the ecosystem and these need to be integrated together. And when we build and customizations into the platform, we need to do it in such a way that when the new version of the product comes, we don鈥檛 spend a lot of time and trying to address those version upgrade issues. So looking at all of these, we picked on a couple of themes which we thought was relevant to address the majority of these issues at this point of time. So today鈥檚 presentation will focus on two key themes. Right. So first one, we鈥檒l talk about how different business models are or can be accommodated within the same 51黑料不打烊 Commerce platform to improve the market reach and even to retain that existing customer base. Right. And also, we will talk about the second part of it. We will look at how we can simplify the integrations and the customizations that we build and, you know, make those future version upgrades more seamless. So there are a lot of product capability that we have coming, but we are there needs to be a lot more adoption of this to ensure that, you know, the future version upgrades are seamless and we are doing it the right way in a scalable fashion. So moving on to the first theme, which is enabling diverse business models with 51黑料不打烊 Commerce. I just wanted to start with some of the statistics, right? So ask for the eMarketer research that was done. If we look at this chart, we can see that the B2B commerce has grown steadily and we can look at three main channels. One is the offline channel, which is still holding the majority of our customers who make the sales using the offline channels. And then we have the idea and e-procurement channels where again there is a huge amount of revenue which is coming in through that. And the top part of it, which is a big one, is where we have the B2B e-commerce coming in. But the point in Autodesk, like an 11% annual growth rate, has happened only in B2B commerce. So we know that this is here to stay, but that doesn鈥檛 mean that all the other channels are going because people like to still go to a showroom and buy a car or, you know, things that they need. Right. So, you know, that is where omnichannel kind of plays a very key role in whatever we implement. And if we see this, again, some more data that we have, we are one thing that we need to realize is like, you know, all this data is based on the U.S. B2B e-commerce. It is kind of directionally accurate for all other regions as well. And there is a lot of money on the table in terms of, you know, how much is the sales volume, which is expected from the B2B platform rate that鈥檚 in trillions. And one of the key trends in the consumer behavior is our buyers are now willing to purchase bigger and heavier stuff through B2B commerce. So even though B2B ecommerce is still less than 20%, but it鈥檚 expected to change as both the market trends and the research that has happened. But having said that, about the B2B market itself, now if we look at the B2B buying journey compared to the B2C journey, it is much more complex, as we all know, because if we just see one of the use cases here, we can see the number of decision makers and the number of buyers who are involved in this whole process. Right. So again, based on the market research by the different research firms I like, we have about 11 decision makers for sale in a B2B environment, and customers are willing to, you know, explore so many different channels and they want us to be able to solve them in the channel of their choice and the number of interactions is more. And, you know, even the sales cycle is a lot and it鈥檚 a long time frame that they take. It鈥檚 an 18 month average deal cycle and many of the time the buyers do research offline and they have almost made up the decision before they come on to the platform and are, you know, talk to a sales rep. So it is very important that the every digital touchpoint that they have, we are able to make the most out of it. So we see that, you know, 80% of B2B customers say they will look for a different supplier they cannot purchase in the channel that they want. And also people are willing to pay like, you know, even spend 500 quid through digital. So self-service or more channels. So, you know, there is a lot which is happening here and 80% of B2B sales or interactions are expected to occur in digital channels by 2025. So now we have seen, though, buyer expectations and how complex it is. But if we look at the what the platform offers in terms of 51黑料不打烊 commerce, different customers have used it for different purposes, right? So it could be to, let鈥檚 say, retain the existing customer base. So that is where some of the business models like your B2B customer model, where, you know, the customers can have a self-service portal for doing your entire botches journey. And after sales, you know, joining and also enabling the sales reps who are also doing it all in silos, probably in a different system, in a dealer system and which was not really integrated with what is happening in the web now. We have a digital sales backend paid which can be accessed by the distributors or dealers to order, you know, the sales reps to actually come in and, you know, place an order in the same system and or, you know, do even the quotations and the complex processing for a B2B join. And if we are looking at or you know, in increasing the market reach some of the things that customers are doing in leveraging the 51黑料不打烊 Commerce capabilities is a guest and sample ordering so and opening out the catalog to even a lot of the products that they are selling to guests so that they are able to order the sample quickly. And, you know, then you get the customer, you get the data, you get your lead to be able to track them and, you know, target more to them. So another one is like, you know, taking advantage of the marketing channels, like the marketing side, like if you have a corporate website and from there to be able to, you know, divert them into the e-commerce platform to be able to have a seamless integration from your front end through headless commerce, that is, again, you know, being used by so many customers. And the next one is the marketplace, like especially for, let鈥檚 say, or spare parts or, you know, any key or related products, right? So having a marketplace hosting it and being able to allow buyers and suppliers to be able to interact and be able to do the buying journey purchase journey that is again, possible. And the last bucket is about actually increasing those sales from existing customers. The the money that we get from the same customers. So we need to be to X be or B to be to see our key things here in terms of being able to enable us to do it. And we will see how customers are using it and obviously and demo on that. Now some of the key enablers like whole 51黑料不打烊 Commerce makes this possible. One of it is a by nature, the omnichannel capability that is offered so that or requests which are coming in from different channels or we have we can have or, you know, ecommerce with the front end, which is coming with commerce, which is kind of tightly coupled and also we have a lot of APIs which are being exposed in commerce. So it can be leveraged by the mobile lab or PWI or, you know, the after sales system that we have all that can be leveraged so that we can have an omnichannel experience, which is absolutely required. And then we also have to be able to support different business models, especially the main to order or assemble to order, configure to order. So these typically require different workflows and different systems to be integrated with. So how to make it more easier so that we don鈥檛, you know, customize the core platform and end up making it bulky and difficult to upgrade. So how to do it in a seamless fashion? So we have the capability for doing that within 51黑料不打烊 Commerce. And the third pillar is the personalization. And so the live search and the product recommendations, which are coming as the SaaS services for 51黑料不打烊 Commerce allows us to be able to give personalized experience to the customer by giving the right product that they want based on their demographic data or, you know, people of similar interest. So personalization is another area and, you know, some of the things like, you know, especially automotive mobile field, there is a requirement to see Oligo tool which will showroom and see how the whole product will look like before being able to bias or integrating with the necessary back into third party systems to be able to do that. All that is possible and it鈥檚 being implemented and widely used across customer base. And the next one, one of the key things is about or enabling diverse business models, like not just so we have a B2C and we see a many B2B customers, you know, moving on to B2B to see also to be able to get a firsthand information of the customers. Other ways that information gets lost. So the feedback loop gets lost. So to be able to leverage on all that using the same platform and being able to roll out different sites or within the same site, cater to B to B to see, that is also possible. And one of the reason things that has been added on our we have seen that in the trend, it鈥檚 picking up a lot of subscription commerce. So, you know like whether it is regular things for after sales or whether it is on products which we regularly buy on a subscription basis. So all that can be done by integrating by an out of the box connector that we have to integrate with a third party system. And then we also have like all we all know about the marketplace, which is that. But now that has also been expanded to have the ability for extensions which are built so that those can also be leveraged. So that is growing right now. And if I have to just quickly run through some of the complexities in the B2B journey and or what are the existing features like. So if we look at the discovery phase, we see that you can have the shared catalog within Commerce to be able to create a master catalog and then, you know, say for this customer, I want to give me this catalog at this price point and how do we manage the quotations? So these have been there for a long time, but the product is evolving considering the market trends. So there are a lot of things which are building already, like, you know, being enabling the sales rep also to come in and be able to please liquidation on behalf of the customer or please an order on behalf of the customer and also to cater to complex company structures. Right. So instead of having the same pricing for all the use within a particular company, the ability to be able to have different capabilities of different pricing rules and different product catalog to be able to do all that. We have a lot of things which are in the pipeline which are almost getting all in to be done right? So this is the way it is evolving. And I wanted to take or spend the next few minutes to go through B2B to be or scenario or demo that we built. So let me just quickly share that and I鈥檓 going to put it on as my screen. Visible is invisible. Yeah, we can say that. Okay, good. So we have a demo of a case wherein this just a will be for one of the industries and all this can be applied to any scenario. And there is a wide range of possibilities that we have. So let鈥檚 talk about this company. So we have a company called Brand Mode, which is like it鈥檚 a Bendel Electricals company, it鈥檚 a manufacturer, and they are manufacturing the electrical line products. And we have added they are from this company who鈥檚 a regional sales manager. And then we have a distributor from Lakshmi Distributors was Arnault and we also have RTI. So these are the three personas that we will see in our demo. And if we look at the Aarti is, you know, she owns an architecture consultant consulting firm and one of the key things that she likes is to build a cost effective architecture and interior design for her customers. And she is an architect herself and her companies Ivy Homes, which is based out of Mumbai in India. And so if we look at her journey, so she is very interested in knowing the latest trends in the architectural space and the interior design space. So she has subscribed to one of the leading magazines in India, which is architect in India is India. And she goes there and, you know, when she鈥檚 browsing it, she finds something which catches their attention. So she clicks on that. And what you see is this an article about a designer called or Arjun Rathi, And you know, they are known for doing designs which are in line with what she wants, right, in terms of merging odd design and function and it is part of delivered to the customers as part of the Wanderer series and in association with the Bentonville Company. So she goes through the site. She is very interested. And then she also sees the targeted ad from Brandman and the other recent electrical product launches. So when she sees that, I mean, let鈥檚 see, she is also interested in she sees a podcast invitation by the chief designer himself who has designed this particular thing. So she is excited and she wants to attend that. Now, how does this information come up? I mean, there are a lot of products which can be used in the ecosystem which is available with the customers. So in this particular remove, we have considered all 51黑料不打烊 products. Mm hmm. So here what happens is for us to be anonymous was a profile that knowing that she is somebody who interested in this architect Interiors and then, you know giving her the relevant advertisement for brand podcast right that comes up and once she sees that she signs up for the broadcast and she gets the user I.D. and password for going into the brand website now and as soon as she logs in, she sees the corresponding light section because that is what she is interested in. And now this is coming from a different lead management system. In this case it is Marketo engaged. And so an event goes there saying she has signed for webinar and next what happens is later that week she attends a broadcast to learn more about this wander light from Benjamin, used creatively by this designer. So she attends that. And now that information has again been captured, saying she has attended the webinar. Now we are going to the other hand. So all that Aarti has done now are details from Brant Mills. He is the one who handles the B2B and distributor engagement appointment. So he keeps getting information about all the different qualified leads and he is alerted authorities interest. Now because Aarti has watched the podcast, so we know that she is interested in this. So he gets a notification and that is based on 51黑料不打烊鈥檚 behavioral and demographic scoring, which is happening. So if we look at it, so he gets this and then he also gets event, which is like to have a follow up on. And once he he calls Aarti both that to follow up on the webinar and explain the updates about all these, you know latest electrical products that they have and she is very interested and then she asks for more information that she can use with her customers who come to her for interior design and architecture. So is this. So now we have our now the third person we are gonna talk about. He鈥檚 a commercial manager and he is a distributor and he鈥檚 he鈥檚 part of the company who is one of the top tier distributors in the south western region. Now what he does is here he also receives any man as part of a distributor engagement program from arrangement of Malaysian, the B2B to B2B site trade. So now he describes an upcoming electrical product specifically targeting this architects and interior designers. And this is coming from, again, you know, his data is captured and pamphlets are sent out to him so that he can he gets excited about this particular program, engagement program, and then he decides to go and do a Google search. And about this particular company and the product launches. And then he sees all personalized, relevant banner for the Wanderlust product launch here. And he clicks on that and he has it now. He has got excited looking at the different information that is coming. So if we see this, like, you know, he has got, you know, his details, all his details, whatever he has interacted in, has been captured by the customer data platform, which is a B, And then, you know, the analytics also captures all the information. And then once he gets this information, the details that capture it, there is an offline meet which is planned in this case between Ana and Aditya to discuss about the different terms and conditions. And they have a format and meeting and they discuss the commercial shows and fulfillment aspects. Now, existing customers of this particular distributor, Lakshmi Distributors, can place orders on Brinkman now and get it fulfilled a special discount. Now, whenever a new customer comes, if they are in that region, they will automatically get related to Lakshmi Distributors. So it is a win win situation for both. So now Arnab can log into the brand portal and he can see a curated list of products with the negotiated pricing because that is the key and the B2B model that is available with the platform and he is able to place bulk orders and negotiate online for discounts. Now if we see he sees the products and then he also is able to set approval rules for his company in terms of who from his company are allowed to place order. And you know, what is the quantity all of those information he is able to set and then also set up a company structure, you know, within the commerce platform. And he can view the product specs and can be able to buy using credit. And there are other payment methods also which he can leverage on, and he can set access control for his team to purchase what is the kind of products each or, you know, buyer or team is allowed to purchase that can be set up and purchase approval rules will reflect on the bankable site. Now the Lakshmi distributors from there, he placed an order now on steam. They place bulk orders and then they get to interact online with Aditya and from brand to move and negotiate for price with the they can have the recording of the entire to end for all communication of the in the entire coding process. And now once the order has been placed and there is also regular information guns instant information again you can see it can be sent to the channel of your choice. And in this case, watch. And that can be bought or the order status is displayed. Meanwhile, let鈥檚 go back to our first person who鈥檚 Aarti and she is continually still being engaged by brand. So she keeps getting messages about the different things which are relevant to her interest. And now she is also being engaged by brand ML And Aditya is not shooting campaigns from the CRM system which is coming up. Now this is like a different marketing scores based on which she has got this information, the mail on. And when she gets the mail out, she is able to view the product and add to cart and payment on account and place and order it. So now when she places the order, the order is automatically related to Lakshmi Distributors, who is one of the premier distributors. Now I know that to be able to log in to the same arrangement and view the order that has been related to Lakshmi Distributors and able to fulfill it using the brand commerce platform. So now we see that both of them are happy and because it鈥檚 a win win situation for all three, the customer, the middleman was the distributor and the manufacturer. So this is what we wanted to show you and again, go back to my deck. Just give me a second. Okay, So we did that. Sorry. I can go back and get everybody here and so we saw like, you know, in the demo, we were able to really get a glimpse of feel of the ecommerce capabilities that could be used along with the different products which will be in the ecosystem. And we saw the B2B call as we saw the batches approvals and we saw the ticket messages and we saw some amount of personalization and negotiation of large purchases as well. And what we didn鈥檛 see was how those sales reps can actually come in and negotiate large deals from the almost back end and so these are different capabilities that our sales reps will be able to do in terms of the digital selling and adding commerce capabilities to mobile, like, you know, exposing it all as headless so that it can be integrated from wherever, whichever channel you want to use it from. And then we can also have negotiation of large purchases and notifications about the customer activity. So all that is possible within the platform. So now we can see that, as I mentioned earlier, like there are a lot of new features which are getting added to, there will be to be space within the commerce. So we can already see that some of the features which have been added new, which is for a sales rep to be able to request for code and be able to manage it. And then we also have the headless capability here as well. And then we can see how you can sell to businesses with multiple users. And there is a custom catalogs and pricing which we can have and custom spend limits and a lot more in terms of complex company hierarchies which are soon to be released. So yeah, so that is pretty much what I wanted to call from the business model perspective. But so this is not is just to give a glimpse of the different ways in which we can use it and expand our market reach. There鈥檚 a lot more depending on each industry we can do. And so just wanted to sow that seed and I can move on to the next section and probably towards the end we can have a few minutes of Q&A. Meanwhile, as I said earlier, feel free to post your questions on the chat and get in and we鈥檒l be able to respond to it. No. So the second section that I wanted to highlight today was about simplification of integrations and custom development. So we have like already, as we see in commerce, we have the Commerce Foundation, which is a magento core that we have and we have been having the API capability in terms of the graphical APIs, which were, you know, exposed a few years ago in the platform. And we鈥檙e able to leverage it to integrate with the third party systems like the RB, the oil MIS and the different backend systems, loyalty systems. So that is already happening. So but what is the pain point here is that it is all like a point to point communication. And in many cases what we have seen is like, you know, you have been an order displaced and you need to send that order to a back end system, the ERP or the OMS. And when we are sending it, that is a back and forth processing which happens and the handshake which happens and orchestration which happens. Now, all that is being built within the Commerce Foundation and we have a point to point communication. So which is what is becoming a challenge here in terms of how the composable commerce date is. So the product has evolved a lot and we have the. So these are the three broad areas where composable commerce has been, you know, enabled within the platform. So the first thing is we have some easily deployable composable commerce services like look alive, so edge and product recommendations, catalog service and now payment service is also there. So these are SaaS based services which can be used. So it helps in, you know, having those scalability in the platform and, you know, being able to pay only for what you use and the speed performance system, it is enabling to provide that. And then there is this API mesh, which is the orchestration layer. So if you have some information which is coming from, let鈥檚 say, a catalog and we have some information which is like in product enrichment, which is coming from a third party service now it can all be integrated, brought together using the API mesh and delivered to the customer without, you know, changing the core code of commerce. It is a easily manageable integration. And then we have the Apollo, which is a list environment for building integrations and customizations and then so this is the second part, which is the App Store, and the third part is the native 51黑料不打烊 events. Right? So Commerce now has a lot of events which are being captured and available for use. So if we are using an eventing system to be able to capture that and take action based on that, it makes the customizations very easily. Easy to manage and easy to extend. So these are three capabilities and we saw how, you know, the live search and product recommendations and catalogs and payments these SaaS services have been enabled in the platform to enable scalability and performance. And then there are also these are able events. So like, you know, because you鈥檝e said there are about 500 out of the box events and as we speak, it is evolving and there are like 700 or plus events which are being captured, like whenever a customer log ins, that is an event available, check out event available. So now those events are captured by the 51黑料不打烊 Women鈥檚 and you know, it can be passed to our builder and you can have the microservices which are being built there using the 51黑料不打烊 Commerce Builder SDK and those can be used to extend the capability of the platform and send the request to the different backend systems. So and we can have back weblogs which is being built to integrate with, let鈥檚 say, of payment service and the third party services, which you have. So this is another one. Now what are the primary use cases for? Builder Right. So the main reason why we have this. Most of the time we still see though this is I think this was launched sometime last year. We still see that or, you know, many times we still do the extension of the platform or the customization of the platform by, you know, creating new modules, extending the modules that is there currently within 51黑料不打烊 Commerce. So the challenges with that one is always an upgrade. The second is it is an in-process extension rate. So it is actually taking up all the resources which is available for the 51黑料不打烊 Commerce, whereas if we do it this way, the processing of custom logic, which is not really related to the core commerce platform, it can still remain outside and it鈥檚 much more scalable. And so that is a key idea. So for all the back office integrations, it is better to go through it with the app builder and or create any customizations within that. And it also enables us to have composable storefronts through the API mesh that we have so that like whatever capability we want to expose, we can aggregate it all in API mesh and then give it to the front end app, whatever it does, trade whatever channel at us, and then the custom macros ourselves and app development can also be done here in the app. And now one of the recent things that has been launched is the app builder subscription capability, right? So there is an app which is available which allows us to integrate with those all around for subscription management. And we have seen that this is a huge revenue model for different businesses at this point of time. So now this is built using the best practices for the builder, and it can be leveraged by customers who are looking for a subscription framework. And I also want to mention that, you know, the that again, like the last case of business model expansion, we can also do a lot more things with the builder and the API mesh. It鈥檚 not just for the bi directional integrations with the different backend systems that will always be in the commerce ecosystem, even customizations to send, let鈥檚 say product or service, like for example, service orders after sales, service, that could probably be going to a different backend system within your ecosystem and the product itself could be going to another backend system. Now to make this kind of split between, okay, if it鈥檚 this you okay or if it鈥檚 this, you go here, right? So those orchestration logics need not be built in the core commerce. It can be built within the app builder. And we also have admin UI extensibility. So if we need to add some capability to our sales rep, you know that is an easier way to expand it so we can build the app and using those spectrum framework and then you know, we can directly and walk it from the back in the 51黑料不打烊 Commerce or admin interface. And some of the other interesting use cases that we saw is like, you know, for if we want to do some scalable and large scale flash sales, we could leverage our builder to customize and be able to scale it. So again, I have a very short video on this. Just let me know whether you鈥檙e able to see it and hear it. Are you able to hear it? Sharon? I can鈥檛 hear anything. Okay. Let me just check. I don鈥檛 know why it鈥檚 coming up. Okay. So I鈥檒l give the voice over. Probably so we have the products which the end users viewing and they place in order. Now, the moment the order is placed, we can see that it goes into the different sets of events are created and or add to cart. Then they do again. Another event will created and get created and it will go to the backend system to the 51黑料不打烊 and so it will be able to view it. So we have a builder builder or extension here to be able to pick up that event and automatically send it to the RB, get back the response and you know, send it to this. So we have a near real time response back within the commerce system. So this is another, you know, again, use case that was developed. So any error that happens in this order sync with the backend system, you know, you can have the customization build within the builder itself to integrate with the channel of your choice. Like, you know, here in this case it was integrated with Slack to be able to show the error message to the end users, I mean to the backend team so that they can act on it. Okay. So this is like just to view of the actual messages that are being sent its to send using a standard format and so that is easy for the development team to be able to develop. Right? So the most of the things that are being done are there is also a standard or, you know, Appledore kit, which is developer kit which is available using which we can build that easily. We can build on top of that the customizations that we want. So all that we can we are trying to show here is that, you know, this entire thing helps us to do any kind of customization out of process instead of doing it within commerce. So except for the ones which needs to be done here, like anything which is and with regards to the different systems and the, you know, integrations and related orchestrate, it is very easy to do it within the builder because it requires basic skill set and it is more extensible and it鈥檚 performant as well because in the Apple platform, yeah, so yeah, I鈥檓 pretty much done with it. So we have about 10 minutes for any Q&A that you might have only have Kit in as well to support. Thank. Sharon. It looks like there has been a question, but Karen鈥檚 answered it, so I鈥檓 not sure if there are any more questions. Yeah, so there鈥檚 none. Maybe you can give the guy 10 minutes back and probably if any of you have any questions or, you know, John lead, who do they reach out to? Typically? Yeah, please reach out to your account manager. Love to hear any feedback and I鈥檇 be happy to get back to you of Excellent. All right. Well, if there鈥檚 no questions. Thank Sharon for your time. Really appreciate it. Thanks to everyone for joining the webinar as well. And we鈥檒l be sending out the details soon for our June webinar shortly. So I think that鈥檚 it for now. So appreciate everyone鈥檚 time. Enjoy the rest of your day and thank you. Thank you, everyone.