Smarter Commerce Global Summit Madrid Archives - Smarter Commerce
The Smarter Commerce Global Summit 2012 held this past May in Madrid closed with a general session that was hosted by Jon Briggs and that was focused on how to begin and win. Paul Papas, Global Leader, Smarter Commerce, IBM …
The Smarter Commerce Global Summit 2012 held this past May in Madrid opened on day two with a general session that focused on business transformation around the empowered customer. Mike Rhodin, Senior Vice President of IBM Software Solutions, Lori Steele, …
The Smarter Commerce Global Summit 2012 held this past May in Madrid opened with a general session that was hosted by Jon Briggs and that was focused on the empowered customer. Craig Hayman, General Manager of IBM’s Industry Solutions, Ron …
Scott Laningham (host of developerWorks podcast) talks with Marcel Holsheimer, Executive, IBM strategy for Chief Marketing Officers, during the Smarter Commerce Global Summit 2012 in Madrid.
“The big challenge is all around the empowered customer, so customer behavior has …
Scott Laningham (host of developerWorks podcast) and Todd “Turbo” Watson (blogger and tech evangelist) talk with Surjit Chana, Chief Marketing Officer, IBM Europe, during the Smarter Commerce Global Summit 2012 in Madrid.
“If you think about what Smarter Commerce …
As consumers interact with brands across a wide array of channels, it’s important for companies to understand their customers and deliver personalized marketing messages. The goal of marketing isn’t to simply sell a product, but instead create a dialogue with the customer that is perceived as a service, rather than an intrusion.
wehkamp.nl, the Netherland’s largest online retailer, looked to IBM to help increase relevancy across a wide array of channels including email, social media, display, and onsite merchandising. With the help of IBM’s Coremetrics LIVEmail and Responsys Interact Suite, wehkamp.nl was able to capture behavioral data, such as browsing and shopping history, to build detailed consumer profiles. By utilizing these tools to collect consumer insights and information such as order history, real-time stock levels, frequency preferences, credit quality score and recent website behavior, wehkamp.nl was able to craft personalized messages that resonate with shoppers, in turn, creating customers.
Recently, wehkamp.nl was named the Smarter Commerce Global Summit – Madrid Award winner for Market. This award recognizes the organization that is using tools that provide powerful analytics and coordinated cross-channel marketing so that marketers are closer to customers and delivering the best offers with a more complete understanding of how customers interact and respond to their brands. With IBM solutions, the company has experienced a 271 percent higher sales-per-send ratio for marketing emails, including a 23 percent higher open rate and a 68 percent higher click-through rate, and a 500 percent increase in the click-through rate for its banner ads.
Over 1,700 IBM clients and business partners, press and analysts gathered at the Smarter Commerce Global Summit 2012 in Madrid last month where e-commerce was the biggest topic of conversation.
This was heartening, as a recurring question I have asked myself over the past few years is: why are European retailers allowing American companies to dominate their market?
According to Internet Retailer’s Europe Top 300 ranking report, four (Amazon, Staples, Apple and Dell) out of the top 20 e-retailers in Europe are American. U.S. companies also control a staggering 27 percent of European e-commerce, while European e-retailers only manage a meager 1.6 percent share of the U.S. online market.
Retail has no borders and while some U.K. businesses may be forecasting cross-border growth, a real push needs to take place throughout the whole of Europe. American businesses are taking Europe by storm because they practice a cross-country borders approach to commerce and are not burdened by national traditions. I ask myself: are we in Europe thinking big enough?
Video alert! We recently spent time with Steve Cowley, Vice President, Worldwide Sales, Industry Solutions for IBM Software Group, at the Smarter Commerce Global Summit 2012 – Madrid.
Watch the video for Steve’s thoughts on the changing nature of global commerce and how you might address these changes within the context of your own company.
But if you’re interested in just a few highlights from the interview, keep reading.
1. So, what brought you to the Madrid Summit?
I came primarily to talk to clients and partners about Smarter Commerce. And I’ll tell you, this is about the easiest conversation to have with clients right now. The reason is simple: everybody realizes that the very essence of commerce has changed. We don’t need to do any convincing because our clients—and I mean clients in every market and across all industries—are living and breathing this new commerce landscape every day. Now, some clients look at Smarter Commerce and immediately say that they want the end-to-end solution; others instead identify a small piece as a means of starting their Smarter Commerce evolution. Our challenge and our opportunity are to span those very diverse requirements.
2. What were you most looking forward to at the Madrid Summit?
Unquestionably, the best aspect of this event is that I had the privilege of spending time with clients. During the general sessions, we heard from clients like ING, Boots and Argos about how they’ve fundamentally changed their businesses through Smarter Commerce solutions. Those are terrific and inspiring stories, but inevitably, clients want to know what Smarter Commerce means to them, to their companies, and to their unique requirements. Answering those questions requires a deep understanding of the client’s environment and of the context in which they’re asking the question. For example, we believe that the opportunity to bring Smarter Commerce to emerging markets is immense and that’s why we’re investing heavily there. Put another way, there’s no substitute for skill so we’re building these skills across the globe.
By Marcel Holsheimer
Marketing Executive, Worldwide Demand Generation, Enterprise Marketing Management
IBM Sales & Distribution, Software Sales
The IBM Smarter Commerce Global Summit 2012 – Madrid is now behind us, and I wanted to review one of the main themes we explored during the event:c how industry changes are affecting business and retail communities around the world.
One of the biggest changes over the past few years has been the rise in m-commerce. IBM’s recent Easter Shopping study found that mobile sales accounted for 15.4 percent of all online purchases, a 195.5 percent growth over the week leading up to Easter year on year and this is a trend that will surely only get stronger in the future. The increased ownership of smart phones and tablets, combined with the availability of mobile wallet and micropayment apps plus online services such as PayPal, means that consumers can now buy products at any time and from any location.
However, the proliferation of mobile devices has much wider ramifications beyond opening up an additional sales channel. For businesses, pervasive mobility is a fantastic way of getting closer to customers on the high street as well as online. Because the mobile device tends to be an integrated part of users’ lives, a personal possession that they carry with them wherever they go, it means that businesses can literally be inside the pocket of their customers.