Industry status

Compared with pure eCommerce site, traditional retail industry has following advantages: stable inbound channel, perfect logistics system, strong brand awareness, sound after-sales service and so on. Therefore, more and more traditional companies start to develop their eCommerce business. But compared to single brand, we should pay more attention to retail industry characteristics:

• Multi-category and a huge numbers of SKUs
• Frequent topcarriage and undercarriage
• Rich variety of marketing and promotion
• Easy to build stickiness on eRetail website

Solutions

arvato systems offers an IBM Websphere Commerce System based eCommerce solution – WCS+, which suits the Chinese retail characteristics well.

WCS+ function module introduction

• Merchandise Management Module –including brand management, category management, batch information modification, product price management, inventory exhibition, recommendation engine, etc. Merchandise management module can help to realize frequent, fast and accurate topcarriage and undercarriage
• Search Module – including spelling check, search suggestion, wildcard search, keyword search, tab browsing, search crumb tracking, multiple ranking, results screening, search highlight, ambiguity and error tips, etc.
• Marketing Management Module – offering two kinds of precise marketing: customer segmentation based web activity and triggered action based dialogue activity. Meanwhile, it can build different kinds of promotions such as product based promotion, order based promotion and shipment based promotion. It can also definite e-Advertisement spaces, integrate email server and SMS platform to help retailers realize various kinds of marketing and promotion campaigns
• Ordering Process Module – including shopping cart management, check-out management and order management. Shopping cart management can help to modify product amount in shopping cart, delete product, display promotion information, remind promotion kindly, etc. Check-out management can help to manage the process about how consumers place an order. It includes consignee information management, delivery management, payment management, automatic split of order and interregional gross settlement, etc. Order management includes order state management, supplier confirm on inventory, return management, order combination, etc. Based on our retail industry practical experience, arvato can help retailers realize fast setting of all kinds of business processes to support eCommerce operation
• Membership & Point Management Module – including order center, member points, membership grade, giftcoupon management, personal information management, favorite, fast check-out management, points reward, etc.
• Content Management – Including page management, digital assets, user rights. Page management can help retailers add, modify, audit and release new page. Digital assets can help to upload, modify, delete pictures and materials used in new page. User rights can help to add and modify user information and rights

Data analysis service introduction

According to our rich clients resources and eCommerce practical experience, arvato collates complete retailing KPI reports, and also offers retailers the professional data analysis platform to start online CRM. Data analysis includes browsing behavior analysis, marketing campaign analysis, purchase behavior analysis and product analysis.

• Browsing behavior analysis mainly studies web visitors' browsing habits such as browsing time, path and searching content
• Marketing campaign analysis mainly studies effectiveness of marketing activities, like customer type, quantity, repurchase rate and comparision between different channels
• Purchase behavior analysis mainly segments customer groups by RFM model or other customized model, and compares their different online performances
• Product analysis mainly studies sales of different products, effectiveness of cross-selling and up-selling, and inventory turns

Advantages

• arvato systems eRetail WCS+ solution adapts to characteristics of Chinese retail industry
• Meanwhile, arvato data analysis solution gives retailers a fast review of their eCommerce operation situation and suggestions of marketing strategy. Using marketing functions of WCS+ will help retailers realize pretailrecise marketing bringing growth in sales