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					Lladró B2B: Realizing the Benefits
of ATG Integration
Enric Alegre
e-business Director, Lladró
  Agenda
• Introduction
  • Personal
  • Company
  • Digital Strategy
• B2B
  •   Vision and Objectives
  •   E-Commerce Platform
  •   Organization
  •   Implementation
  •   Benefits
  •   Stats
  •   Web initiatives
• Demo
  Agenda
• Introduction
  • Personal
  • Company
  • Digital Strategy
• B2B
  •   Vision and Objectives
  •   E-Commerce Platform
  •   Organization
  •   Implementation
  •   Benefits
  •   Stats
  •   Web initiatives
• Demo
   Introduction
• Enric Alegre

  • At Lladró HQ and Lladró USA since 1.989 in
    different IT and other executive positions.

  • Since July 2.001, e-business director at
    Lladró HQ, responsible for the corporate web
    sites, B2B platforms and other web based
    initiatives.

  • ealegre@es.lladro.com
  Agenda
• Introduction
  • Personal
  • Company
  • Digital Strategy
• B2B
  •   Vision and Objectives
  •   E-Commerce Platform
  •   Organization
  •   Implementation
  •   Benefits
  •   Stats
  •   Web initiatives
• Demo
       Introduction
• Lladró (data regarding 2.001)
   • Family owned company founded in 1.953.
   • Employees  2.500.
   • Sales  €150M.
   • Main export countries: USA, UK, Spain, Japan,
     Australia, ... (total 123 countries).
   • Lladró shops = 35 (end of 2.002)
   • Authorised PoS  4.5K


             www.lladro.com
  Agenda
• Introduction
  • Personal
  • Company
  • Digital Strategy
• B2B
  •   Vision and Objectives
  •   E-Commerce Platform
  •   Organization
  •   Implementation
  •   Benefits
  •   Stats
  •   Web initiatives
• Demo
                        Digital Strategy
Competitive positioning & differentiation

  +                                                      Target Position
  Focus on e-commerce




                                                           for Lladró

                             Lenox
                                  Royal
                                 Doulton


                                           Lladró
                             Waterford                   Swarovski
   -
                         -   Focus on supporting the off-line business   +
   Digital Strategy
Support buying process
                General Customer Purchase Process

                              Offline

       Become      Inform &     Select &
                                           Purchase   Return
        Aware      Consider     Decide




       Become      Inform &     Select &
                                           Purchase   Return
        Aware      Consider     Decide

                               Online
   Digital Strategy
Transform business processes
                     Strategy and Business Planning and Development
                                      Human Resources
                             Information Systems and Technology
                                   Finance & Administration



                                                 Supply                       Warehouse
    Market        Product           Pre-
                                                 (in-bound
                                                                Production        and
   Research       Develop-       production
                   ment          Engineering     logistics)                   Distribution

                                                                                             Margin

                                               E-business

   Marketing to                                 Distribution
   Distribution                                  Channel
     Channel
                                                B2BSales                       Customer
                         Distribution
                                                               Distribution   Service and
                          Channels
                                                                                 Care
  Direct Marketing       Management             Direct Sales
   to Consumer                                 to Consumer
                                                 B2C
    Digital Strategy
Initiatives




   lladro.com   B2B   B2B2C   B2C
  Agenda
• Introduction
  • Personal
  • Company
  • Digital Strategy
• B2B
  •   Vision and Objectives
  •   E-Commerce Platform
  •   Organization
  •   Implementation
  •   Benefits
  •   Stats
  •   Web initiatives
• Demo
   B2B Vision & Objectives
“Lladró your business partner”

  • Logistics  partner with retailers to provide
    and obtain logistical support

  • Channel Management  enable and support
    digital channel trading platform

  • Information Systems  Integrated B2B
    platform with back-end systems
  B2B Vision & Objectives
              Lladró
            Authorised
             Dealers

Lladró                         Dept.
Shops                          Stores
                                EDI




         Systems Integration
  Agenda
• Introduction
  • Personal
  • Company
  • Digital Strategy
• B2B
  •   Vision and Objectives
  •   E-Commerce Platform
  •   Organization
  •   Implementation
  •   Benefits
  •   Stats
  •   Web initiatives
• Demo
       E-Commerce Platform
Application Architecture Key Considerations
   •   Integration: Systems should be able to communicate and share data or
       business logic.
   •   Openness: Application should be able to provide access to their methods and
       data through application programming interfaces.
   •   Platform interoperability: The ability of different platforms with Lladró to
       interoperate.
   •   Reliability and recoverability: Applications are designed to support
       continuous availability and recoverability of applications within timeframes
       consistent with service level agreements.
   •   Security: A consistent security model should be used to support all transaction
       with centralized administration.
   •   Distribution of processing: The appropriate separation of processing within
       the different tiers (presentation, business and data).
   •   Scalable: Application must be able to meet anticipated        transaction
       volumes.
    E-Commerce Platform
Platform Selection

      Functionality   Effort       Cost   Time   Technology




                           Best
                           Worst
  Agenda
• Introduction
  • Personal
  • Company
  • Digital Strategy
• B2B
  •   Vision and Objectives
  •   E-Commerce Platform
  •   Organization
  •   Implementation
  •   Benefits
  •   Stats
  •   Web initiatives
• Demo
Organization
PMO = Project Management Office

• Separated location
• Ad-hoc for the B2B project
• People from different Lladró
  departments (Internet, IT, Marketing,
  Communication, …)
• … plus consultants
• … plus service providers
    Organization
11 out of 35 were Lladró people ( 1/3)
•   Project Management = 3
•   Integration = 6
•   Design = 2
•   Usability = 2
•   Development = 9
•   Data Model = 3
•   Systems Architecture = 2
•   QA = 2
•   Documentation = 1
•   Other Support = 5
  Agenda
• Introduction
  • Personal
  • Company
  • Digital Strategy
• B2B
  •   Vision and Objectives
  •   E-Commerce Platform
  •   Organization
  •   Implementation
  •   Benefits
  •   Stats
  •   Web initiatives
• Demo
 Implementation
Total = 7 + 2 months
• Oct – Dec 2.001: 3 months
   •   Platform selection  ATG
   •   Integrator and Development Provider selection
   •   Arrangements for physical space
   •   Departmental workshops
   •   Functionality and scope definition
   •   Training
   •   ATG & middleware installation
• Jan – Feb & May - Jun: 4 months
   • Development
   • Design and usability
   • Testing, QA, …
 Launch
Total = 2 months
• July & Sep: 2 months
   • Communication (internal & dealers)
        • Support materials
        • Presentations
        • Welcome letter
   • Internal training
        • Customer Service
        • Sales Administration
        • Help Desk
Architecture




    Fault tolerance / Load balancing
                 3 layers
              Windows 2000
 B2B options
• Orders: create, place, park, back-orders,
  history, tracking, …
• Consignments
• Return Authorizations
• Stock availability, order history, …
• Catalogs: Lladró catalogs and personalized.
• Invoices and A/R status
• Consumers info and purchase history.
• Tools: password reminder, mailings &
  e-mailings, …
• Marketing info: manuals, news, events,
  marketing programs, …
ATG Scenarios
ATG Scenarios
       ATG Scenarios

          Create New
           Sculpture




                       ATG - Tibco
                       Connector
RoW



USA   Tibco - SAP
       Connector
  Agenda
• Introduction
  • Personal
  • Company
  • Digital Strategy
• B2B
  •   Vision and Objectives
  •   E-Commerce Platform
  •   Organization
  •   Implementation
  •   Benefits
  •   Stats
  •   Web initiatives
• Demo
 Benefits for the dealers
• Free, secure and exclusive platform for Lladró
  dealers in 5 languages.
• Easy-to-use interface, friendly design.
• Available 7x24x365.
• All the information about their business with
  Lladró at their fingertips.
• Simpler, faster and more effective
  transactions.
• Better communication: news and events,
  marketing programs, stock availability, order
  tracking, A/R situation, etc.
• Services and tools: mailings and e-mailings,
  queries, consumer data, manuals, etc.
 Benefits for Lladró
• Stronger relationship with authorized dealers.
• Better and faster communication: news and
  events, marketing programs, stock
  availability, order tracking, A/R situation, etc.
• Improved customer service.
• Quality time for the Sales Force: visits focus
  on business plan, marketing, communication,
  space, etc.
• Operational efficiency: immediate order
  integration.
• Cost savings.
• Scalable and adaptable platform.
Benefits for Lladró
         Extranet            Intranet

                                        Sales


                                        Mktg


Dealer                                  TCS


                                        E-biz

                              ice       ...
                          -off
                       ck
                    Ba
  Agenda
• Introduction
  • Personal
  • Company
  • Digital Strategy
• B2B
  •   Vision and Objectives
  •   E-Commerce Platform
  •   Organization
  •   Implementation
  •   Benefits
  •   Stats
  •   Web initiatives
• Demo
  Stats: B2B users
               RoW   USA




       596                     582




Authorized Lladró Dealers in B2B  1.2K
Stats: B2B Order Entry




  Objective 2.002 = 10%
Stats: B2B Order Entry
Stats: B2B+EDI+RP
 Stats: Summary

• Authorized Lladró Dealers in B2B  1.2K

• 10’98% orders entered through B2B in 2.002
  (objective for 2.002 was 10%, for 2.003 is 20%)


• November 2.002, more than a 20% in USA


• Automated order entry (EDI+RP+B2B)  40%
  Agenda
• Introduction
  • Personal
  • Company
  • Digital Strategy
• B2B
  •   Vision and Objectives
  •   E-Commerce Platform
  •   Organization
  •   Implementation
  •   Benefits
  •   Stats
  •   Web initiatives
• Demo
   Web initiatives in ATG
• Other web initiatives in ATG

  • naoporcelain.com (July 2.002)
  • B2B NAO (January 2.003)


• Future web initiatives in ATG

  • Next version of lladro.com (2.004)
  • Extended functionality for B2B: model stock,
    retail sales, …
  Agenda
• Introduction
  • Personal
  • Company
  • Digital Strategy
• B2B
  •   Vision and Objectives
  •   E-Commerce Platform
  •   Organization
  •   Implementation
  •   Benefits
  •   Stats
  •   Web initiatives
• Demo
Thanks
Demo Back-up
B2B: access
B2B: home page
B2B: catalog
B2B: catalog
B2B: orders
B2B: orders
B2B: orders
B2B: invoices
B2B: A/P
B2B: Returns Auth.
B2B: Consumers
B2B: Exclusive Info
Thanks

				
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posted:9/8/2011
language:English
pages:56