With its Smarter Commerce initiative, IBM is defining and leading a new market that it estimates to be worth $20 billion in software alone. Smarter Commerce transforms how companies manage and adapt to customer and industry trends such as on-line, social and mobile shopping and purchasing.
"Smarter Commerce allows customers to shop or buy easily regardless of medium, channel or device", stated Craig Hayman, General Manager, IBM Industry Solutions. "Informed by deep customer insights, companies can provide a personalized customer experience that feels like a service to consumers."
The new offerings introduced today include the Commerce-as-a-Service, which accelerates and extends the delivery of Smarter Commerce capabilities with:
Social Media Marketing delivers deep analysis of natural language processing of consumer sentiment in social media. This allows customers to receive tailored, one-to-one marketing offers automatically in real time.
IBM has enhanced its Cloud-based Digital Marketing Optimization offering by adding a digital data exchange for the tagging, collection and syndication of customer data. IBM is also adding capabilities to more simply analyze multiple enterprise Web sites and speed the ability to optimize email communications and reporting from creation, to deployment, to social sharing.
IBM also launched a new Global Center of Competence for Smarter Commerce. The new Center of Competence will be part of IBM Global Business Services and is comprised of highly skilled Smarter Commerce consulting experts who will help clients worldwide solve their most complex buying, marketing, selling and servicing business problems. Additionally, IBM Global Business Services is introducing three new "quick-start" Smarter Commerce accelerator offerings. These new service offerings include rapid consulting engagements that help clients define measurable business outcomes they can achieve through Smarter Commerce and a roadmap to achieve them.
cross-channel integration and marketing operations.
An electronics manufacturer for example, could use IBM Smarter Commerce integrated solutions for buying supplies, marketing products and services, and transacting sales as well as delivery and customer service.
Initially, the electronics company would use the Supplier Integration & Management solution to identify the right suppliers, manage complex relationships and contracts, and collaborate and monitor supplier performance to ensure timely and efficient delivery of raw materials. Once ready to take its new line of products to market, the company would use the Customer Awareness & Analytics solution to determine unique insights about its consumers to better shape targeted marketing campaigns.
The company would also call on the Cross-channel Campaign Management solution to define customer segments and target marketing campaigns. By employing Digital Marketing Optimization, the company could create the right marketing mix across different channels of interaction such as mobile, social, Web and in-store.
Next, the company would prepare to sell its new line of products via on-line and retail store channels by deploying the Cross-channel Selling and Store Solutions finely tuned for IBM POWER7 servers. The company would also use Sterling Configure-Price-Quote and Retail Store Solutions Point of Service (POS) to provide buyers with the convenience of shopping online through a flexible delivery model that includes in-store pickup.
Finally, the company would deploy after-sale service to ensure timely delivery and ongoing customer support using the IBM Delivery, Service, and Support solution. IBM Case Manager is available for more complex service requests.