SAP Internet Sales
SAP Internet Sales
No part of this brochure may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG. The information contained herein may be changed without prior notice. Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors. Microsoft, WINDOWS, NT, EXCEL, Word and SQL Server are registered trademarks of Microsoft Corporation. IBM, DB2, OS/2, DB2/6000, Parallel Sysplex, MVS/ESA, RS/6000, AIX, S/390, AS/400, OS/390, and OS/400 are registered trademarks of IBM Corporation. ORACLE is a registered trademark of ORACLE Corporation, California, USA. INFORMIX-OnLine for SAP and Informix Dynamic ServerTM are registered trademarks of Informix Software Incorporated. UNIX, X/Open, OSF/1, and Motif are registered trademarks of The Open Group. HTML, DHTML, XML, XHTML are trademarks or registered trademarks of W3C, World Wide Web Consortium, Laboratory for Computer Science NE43-358, Massachusetts Institute of Technology, 545 Technology Square, Cambridge, MA 02139. JAVA is a registered trademark of Sun Microsystems, Inc. , 901 San Antonio Road, Palo Alto, CA 94303 USA. JAVASCRIPT is a registered trademark of Sun Microsystems, Inc., used under license for technology invented and implemented by Netscape. SAP, SAP Logo, mySAP.com, mySAP.com Marketplace, mySAP.com Workplace, mySAP.com Business Scenarios, mySAP.com Application Hosting, WebFlow, R/2, R/3, RIVA, ABAP, SAP Business Workflow, SAP EarlyWatch, SAP ArchiveLink, BAPI, SAPPHIRE, Management Cockpit, SEM, are trademarks or registered trademarks of SAP AG in Germany and in several other countries all over the world. All other products mentioned are trademarks or registered trademarks of their respective companies. Design: SAP Communications Media
Contents
1-1
1-1 1-2 1-2 1-3 1-5
Business Scenarios Business-to-Business (B2B) Internet Sales In the Role of a Business Partner (Example) Business-to-Consumer (B2C) Internet Sales In the Role of a Consumer (Example) Diverse Functions for a Tailor-made Solution Web-Shop Management Web Shop Design Product Catalog Web Catalog Web Catalog Views Accessories in the Web Catalog Customer Data Management Customer Data Management in B2B Customer Data Management in B2C Shopping Basket Shopping Basket in B2B Shopping Basket in B2C Product Availability Check in SAP Internet Sales Product Availability Check using APO Product Availability Information using the R/3 System Configuration of Products Managing Quotations Document Status and Document Processing Displaying Invoice Documents Payment Methods
2-1 2-1 2-2 2-3 2-3 3-1 3-1 3-2 3-2 3-5 3-6 3-7 3-7 3-7 3-8 3-9 3-9 3-10 3-11 3-11 3-11 3-11 3-12 3-12 3-13 3-14
Marketing Functions in SAP Internet Sales Personalized Product Recommendations Global Product Recommendations Cross/Up-Selling in the Shopping Basket Accessories in the Shopping Basket Data Recording for Analysis Purposes Data Recording for E-Business Analysis Data Recording for E-Site Analysis One-Step-Business - Purchasing and Sales in One Step
SAP Internet Sales covers all phases of the sales cycle, from marketing, catalog browsing and search, to order placement, payment, contract completion, and customer support. The SAP Internet Sales solution supports the SAP One-Step Business concept. This allows business partners to access SAP Internet Sales Web catalogs from a purchasing system and to order products. The Open Catalog Interface enables business processes to be concluded in one single, integrated step. SAP Internet Sales allows companies to offer the right customers the right products at the right time. As a result, the profitability and productivity of the company, as well as customer satisfaction is improved.
Standard encryption technology, such as SSL (Secure Sockets Layer), guarantees you security when concluding all online transactions.
1-1
Profitable Customer Relations with SAP Customer Relationship Management (SAP CRM)
As part of a complete SAP CRM solution, SAP Internet Sales allows customer relationships to be formed over the entire sales cycle. SAP CRM puts companies in the position to build and maintain profitable relationships with their customers. SAP CRM offers synchronized and integrated access to information; each time contact is made with the customer. This enables the user to achieve personalized, sophisticated interaction with the customer.
Faster Return-on-Investment, lower sales and marketing costs, and improved customer management as a result of the automation and monitoring of the entire sales process. More detailed structure of corporate design and business scenario of the selling company with the simple and flexible user interface. Acquisition and retention of profitable customers due to higher customer satisfaction, based on personalized product recommendations, availability checks, credit checks, transparent status checks, and much more. Fast and cost effective implementation due to the optimal use of business models developed in the R/3 System. Generic sales process achieved through the seamless integration of frontend and backend systems.
Conclusion
With SAP Initernet Sales: Sales processes are optimized Sales cycles are shortened s Transaction costs are reduced s Customer relations are strengthened
s s
1-2
In addition, the following modules are used for a SAP Internet Sales implementation:
SAP Advanced Planner and Optimizer (SAP APO) and SAP Business Information Warehouse (SAP BW)
SAP APO and SAP BW are connected to SAP CRM. SAP BW is available for analyzing sales and distribution data from SAP CRM Marketing. Availability checks on products (ATP checks) are performed using SAP APO.
Product catalog
The product catalog is also developed and can be maintained within SAP Internet Sales. All of the products from the product master (material master), that are to be offered for sale on the Internet are included in the product catalog. You can also complement the product catalog with documents (graphics, pictures, video sequences etc).
Index server
The replicated product catalog data is stored on the Index server. The Index server guarantees faster access to product information from the Web application. It is primarily responsible for supporting catalog browsing and the speeding up of search engines in the Web catalog, as well as load decoupling from the CRM system.
1-3
R/3-Backend
The R/3 System is the primary system for data maintenance; this means that the conditions and materials, for example, are maintained there, and are then replicated to the corresponding SAP CRM components.
Middleware
The connection of the SAP CRM system to the backend system occurs via the middleware. It is responsible for the synchronization of product, business partner, order, and price data.
1-4
Clear distinction between presentation logic, dialog logic and business process logic x Presentation logic Visualization of the application using HTML templates which are filled with data at runtime. x Dialog logic Process logic in the program that decides which HTML page is displayed next. The dialog logic reacts to events (for example, per mouse click) and calls the business process logic. x Business process logic The actual business application (for example, creating customer master data, and so on) which is called via RFC or BAPI. Flexible, easily modifiable dialog logic (stateful/stateless) that is outside of the SAP system Integration of external systems via module providers (Internet Pricing and Configurator, Index server and so on)
Advantages
s s
Dialog logic is easily modifiable without ABAP know-how Load reduction in the SAP CRM system because data is distributed between external systems (for example, MS Index server), and therefore access of the SAP CRM system is minimized
1-5
Business Scenarios
Business Scenarios
Business-to-Business (B2B) Internet Sales
This business scenario is oriented towards selling to business partners. Marketing functions do not play such an important role here as they do in B2C Internet Sales. Unlike B2C, contact persons of business partners in B2B must register before they are allowed to enter the Web shop. The system recognizes each business partner by their ID, and offers them individually agreed prices. The prices are determined in the IPC. The software supports the management of as many users as you like per company, as well as the entry of different delivery addresses per item in an order. Two possibilities are available for the purchase ordering of products. On the one hand, users can enter the product number using fast entry, to order the desired product. On the other hand, they can find and order products using the catalog search or catalog browsing. Order templates can be generated and saved for recurring orders. The document status of all purchase orders, invoices and other documents can be called up at any time in the Web shop, it informs you about open items and the current situation of outstanding orders. In addition, B2B Internet Sales contains Enterprise Buyer professional edition via an interface. The advantage of One-Step Business purchasing and sales is that due to the fact that it is an integrated process both suppliers and buyers benefit.
2-1
Business Scenarios
2-2
Business Scenarios
Fig. 2-2: Sales process from the view of the business partner
2-3
Business Scenarios
2-4
Business Scenarios
Frank now orders the WebPhone and the leather case. His order is displayed to him alongside his previously saved customer profile, for him to check. Frank enters a new delivery address. MegaStore confirms the order, the price, and the delivery date. Frank then leaves the virtual shop. His data is automatically forwarded to the backend system, so that Franks order can be fulfilled efficiently and on time. Frank receives an order confirmation automatically by e-mail. Frank has the opportunity to change or check the status of his order daily, right up until it is delivered on time.
2-5
Web-Shop Management
This function enables you to define the following elements for each Web shop:
s
Use You define whether your Web shop is to be used for a Business-to-Business or Business-to-Consumer business scenario. Product catalog The product catalog determines the content of your Web shop. Catalog determination You can determine if the suitable (personalized) views are to be determined for users when they log on to the Web shop. Catalog view You can limit the users view of the Web catalog further by entering a specific catalog view. This means that all of the Web shop users have the same catalog view. Order data Controlling the product availability check in SAP Internet Sales You can determine whether you wish to execute a product availability check using APO. If you do not have an APO you can execute a product availability check using the R/3 System. User administration Personalized and global product recommendations Cross/up-selling and accessories in the shopping basket Data recording for e-business analysis Controlling price determination
s s
s s s s s
3-1
Product Catalog
On the basis of product master data, you can design a product catalog with SAP CRM, which you can then use to give effective presentations of your product catalog data in the Web or using other media. The extensive possibilities for tailoring your product catalog allow you to design this in an individual way that meets all your needs.
Product catalogs are implemented in Sales. Product catalogs are of particular importance in SAP Internet Sales for presenting your products in the Web. For further information, see unit Web Catalog.
3-2
Catalog header
You can commit yourself to one particular type of catalog, and furthermore, specify data, which is valid for the entire product catalog.
Catalog variants
The actual specification of the catalog to be published is determined using catalog variants. By defining different catalog variants, you can create catalogs with the same dataset in various languages, currencies, or distribution chains.
Catalog areas
With this function you can structure and organize your product catalog to suit your needs. You can create as many catalog areas as you wish and arrange them hierarchically. A catalog area can contain additional catalog areas or products.
Catalog views
You can filter catalog data that you wish to offer your business partners in the Web shop, individually using catalog views. This means that the business partners can only see the products that they are allowed to order.
3-3
Characteristics
You can flexibly define the characteristics that should be displayed for your products in the catalog. Your customers can then search for values that occur in the characteristics using search terms in the Web catalog.
s
Catalog characteristic lists List of all catalog item characteristics and master characteristics that exist in a product catalog or catalog area. They are distinguished as follows: x Basic characteristic lists (which refers to the entire product catalog) x Area characteristic lists (which refers to one catalog area) Catalog item characteristic Properties that are used to describe objects contained in the product catalog. Catalog item characteristics are created and managed in the product catalog. In the product detail view in the Web catalog, catalog item characteristics describe a selected product, for example, color, weight, and so on. You can also search for values of the catalog item characteristics. Master characteristic A master characteristic is a special type of catalog item characteristic. Master characteristics refer to product attributes in the product master. Their values are transferred together with the products, into the product catalog. They can only be displayed in the product catalog.
3-4
Multilingual capabilities
You can enter information in different languages for each catalog.
Web Catalog
This function allows you to present the product catalog data that you created in the Product Catalog efficiently in the Web. The Web catalog contains only one product catalog.
Configuration of products
Your customers can configure products in the Web catalog and, if they want to, order them.
3-5
Multi-media presentation
You can present catalog areas, products with multi-media objects (graphics, sound files, videos etc), and texts.
3-6
Displaying accessories in the Web catalog Customers are offered a list of corresponding accessories, in the detail view of a product Customers can display the detail view of a selected accessory. This list can already be expanded or collapsed in the shopping basket. You determine this in the HTML templates and flow files. Should the list be collapsed, customers can expand it themselves, if they wish to. Adding accessories to the shopping basket If customers decide to buy an accessory, they can simply add this to their shopping basket.
3-7
Changing a password
A logged on business partner can use this option to change their password.
Country selection
You can use this to limit delivery addresses input to particular countries.
Customer registration
Customers can register themselves by entering address data, an e-mail address (or a chosen user ID) and a password. The system creates a business partner master record in CRM and the relevant authorization.
Customer identification
Registered customers can be logged on in the system by their e-mail address (or their user ID) and their password. This identification is required for:
s s s
Creating an order Displaying personalized product recommendations Changing their own personal customer data
Country selection
You can use this to limit customers and delivery addresses to particular countries.
3-8
Shopping Basket
Shopping Basket in B2B
This function allows business partners to enter products into a virtual shopping basket, and to manage them.
Delete single products from the shopping basket Perform the systematic configuration of products Change the purchase order quantity Set a desired delivery date for each item Select a different delivery address from a selection list for each item Search for further goods recipients and transfer them to the selection list mentioned above Enter their own text at item level
Displaying availability
Whilst a product is being transferred to the shopping basket, an availability check is carried out in the background. The availability of the product is shown at item level in the shopping basket.
3-9
Ordering products
Your business partners can order their chosen products and then receive an overview of the products they have selected. They have the option of entering their own text at header level Business partners receive a sales order confirmation by E-Mail after they have ordered.
Delete single products from the shopping basket Configure products singularly Change the purchase order quantity
Ordering products
Your customers can order the chosen products here. Once again they are shown an overview and availability of their products on the item level. They can:
s s s
Enter a different delivery address Choose an option from payment methods Enter their own text at header level
After they have ordered, customers receive a sales order confirmation by e-mail.
3-10
B2B Internet Sales: When transferring a product into the shopping basket. B2C Internet Sales: When creating an order
B2B Internet Sales: During the transfer of a product into the shopping basket. B2C Internet Sales: When creating an order
Configuration of Products
This function allows you to configure products using Internet Pricing and Configurator (IPC) and to order them in the planned configuration. The following possibilities are available to you for the configuration of products:
s
You can configure products whilst in the Web catalog, to see whether the requested configuration is viable for you. You can put the configured products into the shopping basket, the configuration is kept You can configure products that are already in your shopping basket, and change any previous configurations of these products
3-11
Managing Quotations
This function allows your business partners to save quotations. This makes particular sense for those industries, in which prices change dynamically. Quotations give your customers a temporary price assurance.
Quotations Orders Order templates Invoices, credit memos, down payments (only B2B Internet Sales)
3-12
The system shows a list of corresponding documents with the most important information for each selected document type Customers have the opportunity to delete order templates and quotations from the list
Copy selected items to the current shopping basket Cancel undelivered items from open orders Delete single items from order templates Order the entire order template or quotation Edit entire order template Transfer open quotations into an affiliated purchasing system (when using one-step business)
Product details Status information for the product Configuration information Package number, if the sales order is in the process of delivery. Customers can inform themselves of delivery details using the package number
3-13
The system shows a list of corresponding documents with the most important information for each selected document type. The customer can select a sorting (ascending and descending for each column is possible). Cancellations of invoices credit memos and down payments are marked with a negative sign.
See header and item information Go to the order using a link, when the order is in CRM and the reference number of the item corresponds to the order number.
Payment Methods
This function allows you to settle the payment of orders, using the following payment methods:
s s s
3-14
Customers belong to one or more target groups on the basis of their profile. They receive the top n product list of their target group as their product recommendation. In addition, you can add more products to the top-n product list of a target group manually. The suggested products are determined in the Business Information Warehouse. The personalized product recommendations are a combination of the single functions:
Customer profile
s
Creating a customer profile This subfunction allows customers who are already logged on to create their customer profile in the Web Shop, as long as they have not already done so. To do this they have to enter personal information such as age group, gender, favorite author, and so on. Displaying / changing a customer profile This subfunction allows customers who are already logged on to display or change their customer profile in the Web Shop, as long as they have already created one.
3-15
Displaying personalized product recommendation This subfunction allows customers who are already logged on and have a customer profile, to display the list of product recommendations tailored for them. Using a hyperlink, customers can display the product detail information of each product. In the same way they can put any of the recommended products directly into the shopping basket. Displaying negative messages x If customers have not created a customer profile, then they receive a message requesting them to do so.
x
If customers with an existing customer profile - Are not yet assigned to a target group - Or if, for their target groups, no Top n product list exists, or is empty, Then they receive a message that no personalize recommendation can be displayed for them at present.
In B2C Internet Sales The system searches through all of the target groups that the customer is assigned to and determines corresponding cross/up-selling products. If determination was not successful, the standard target group (if maintained) is referred to as a basis for determination.
3-16
In B2B Internet Sales The system searches through all of the target groups that the business partner (role contact person) is assigned to and determines corresponding cross/upselling products. If determination was not successful, the system searches through all of the target groups that the business partner (role ordering party) is assigned to and determines corresponding cross/up-selling products. If determination was not successful, the standard target group (if maintained) is referred to as a basis for determination.
In the shopping basket customers receive a list of up-selling products for all items in their current shopping basket, for which cross/up-selling products are available.
Displaying accessories In the shopping basket, customers receive a list of the accessories for all items in their current shopping basket, for which up-selling products are available. Adding accessories to the shopping basket If customers decide to buy an accessory, they can simply add this to their shopping basket.
3-17
Is my Web shop ergonomic? Is my advertising effective? What are my customers putting into their shopping baskets and what are they deleting? Is there a connection between products that are deleted from the shopping basket and poor product information? Does a customer order anything after their many visits to my Web shop?
Process Flow
1. The system records the following interactions: - Registration in the Web shop - Log on in the Web shop - Calling up of Web catalog areas - Calling up products - Putting products in the shopping basket - Deleting products from the shopping basket - Changing the item in the shopping basket - Sending the order 2. The system saves the recorded data on the Internet Transaction Server (ITS). 3. The TeaLeafTM accesses the ITS data and makes XML files out of it. 4. The XML files are extracted into the BW and analyzed using predefined queries.
3-18
How high will the load be on my servers? Where do defective links occur? Where do the visitors to my Web shop come from? How long are visitors spending on my web pages? How are visitors navigating their way around my web pages?
Process Flow
1. The system records information and interactions to a Web site using standard web log files. 2. The system saves the recorded data on the Internet Transaction Server (ITS). 3. The recorded files are extracted into the BW and analyzed using predefined queries.
3-19
SAP AG Neurottstrasse 16 69190 Walldorf, Germany Mailing address 69189 Walldorf, Germany SAP information service Tel. +49 (180) 5 34 34 24 Fax +49 (180) 5 34 34 20
You can find this and other current literature on our home page in the media centers for each subject.