Orlando—Sept. 9, 2012 – At the Smarter Commerce Global Summit, IBM announced new software and services designed to help Chief Marketing Officers (CMO), Chief Procurement Officers (CPO) and other key line-of-business executives realize quicker business results by delivering intelligent-guided customer experiences, across all digital channels, aligned to the buying and shopping preferences of each individual.
With the news, IBM expands its Smarter Commerce initiative with new cloud-based software and services that allow businesses to immediately put the customer at the center of their operations in order to drive revenue and ensure sustainable brand loyalty. This includes:
- IBM Marketing Center, an IBM SmartCloud Solution that integrates digital analytics with real-time marketing execution capabilities into a single solution that allows CMOs to better meet customer needs by quickly analyzing customer shopping patterns and turning these insights into intelligent offers that are personalized to each person.
- A new Smarter Commerce managed services offering that helps clients more rapidly and effectively deploy and manage their ecommerce environments.
- A new offering for Strategic Supply Management, available on-premises and as a SmartCloud solution that speeds and improves supplier governance, risk and compliance.
With the new offerings introduced today, IBM provides customers with automation and intelligence while accelerating and improving marketing, sales, customer service, procurement and supply chain management.
IBM currently analyzes more than $100 billion in commerce transactions per year in the cloud. Current IBM customers that have embraced cloud-based Smarter Commerce offerings include RadioShack, Bank of Montreal and Urban Outfitters.
New Marketing, eCommerce Capabilities for CMOs
According to IBM’s State of Marketing survey, 48 percent of marketers believe that improved technology infrastructure will enable them to better meet the needs of customers, who are increasingly interacting with brands via multiple channels. For example, over the recent back to school shopping season, 15.7 percent of online sales took place via a mobile device in July and 15.4 percent in August.
IBM’s new Marketing Center combines digital analytics and real-time marketing execution in a single integrated offering that can easily be deployed without taxing the resources of the chief information officer (CIO). Once live, marketers can turn data provided by customers into personalized offers via email or website personalization (including the mobile web), all with just a few clicks.
Through these capabilities CMOs consistently deliver exceptional experiences that are in line with the wants and needs of each individual. To ensure ongoing success, the application provides automated marketing tracking, digital and campaign analytics that measure the effectiveness of marketing efforts which can be adjusted in real time if necessary.
For example, while an individual frequently visits a retailer’s mobile website and identifies items of interest, they consistently fail to complete their purchase. Through its automated capabilities, CMOs and their team can quickly identify this trend and, with just a few clicks, re-engage the customer by sending a coupon for 10 percent off specific items and also presenting them with a personalized website that reflects their unique interests.
"Given today's empowered customers that are digitally connected 24/7, we see it as a top priority to provide our customers with the best possible experience in every interaction," said Laura Symspon-Cornelius, director of Web Analytics from Office Depot. "The idea behind the new IBM Marketing Center, to combine digital analytics and real-time marketing execution in a single application, is very compelling for making that task easier."