Database Reference
In-Depth Information
9.2.2.1 SAP E-Marketing
E-Marketing allows companies to target customers and prospects with personalized, relevant
offers. E-Marketing supports demand generation through targeted marketing campaigns, catalog
management for products, and personalized offers and recommendations. Doing business on the
Internet still requires companies to follow the standard business processes of marketing, selling,
providing service, and analyzing data. To sell something, companies typically have to generate
demand and inform potential customers about their product or services. After a customer or
prospect is interested, the company needs to provide the customer with an organized catalog of
products and services so that the customer can find what he or she is looking for. To keep cus-
tomers coming back to their Website for repeat business, rather than abandoning them in favor
of a lower-cost competitor, a company needs to provide the customer with a personalized, value-
adding shipping experience:
1.
Demand generation
: A customer who has been targeted as part of a marketing campaign
might receive an e-mail containing a campaign-specific code, for instance, entitling the
customer with a discounted price. When the customer clicks on the link, the customer
is navigated to the Web shop where the appropriate product catalog and pricing are
displayed.
2.
Catalog management
: Gives customers the tools they need to find the product and informa-
tion that is of interest to them. The company can include customer-specific catalog views,
provide personalized product recommendations, and allow customers to do comparisons of
different products. They can maintain and publish multiple catalogs for different customer
groups, regions, seasons, holidays, and so on. They can also create multimedia product cata-
log hierarchies with detailed product information, image files, customer-specific pricing,
and product availability information.
3.
Personalization
: Using information about the customer, including preferences and mar-
keting attributes, the SAP CRM Web Channel allows companies to dynamically person-
alize the customer's Web experience. For instance, product recommendations can be made
based on customer analysis and customer segmentation, including personalized cross sell
and up-sell offers as well as recommendations of accessories and related or complementary
products.
9.2.2.2 SAP E-Commerce
E-commerce helps a company model and run a complete end-to-end order-to-cash sales process
on the Internet. It includes support for interactive selling process, such as configurable products
and guided selling (on a project basis). E-commerce also supports pricing and contract manage-
ment, enabling companies to provide pricing tailored to each customer based on items, such as
product, contracts, or quotes. Standard Web shop features such as shopping cart management are
also available; E-commerce also enables selling through auctions:
1.
Interactive selling
: SAP CRM supports variant product configuration and variant pricing
through the SAP Internet Pricing and Configurator (IPC). Although configurable products
afford the consumer greater choice and flexibility, they also present a challenge in terms of
pricing; rather than having one set of pricing for a product, pricing needs to be determined
