Jump Start Your SAP E-Commerce Deployment with Both SAP CRM and SAP ERP. Dominik Feiden VP Product Management CRM

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Jump Start Your SAP E-Commerce Deployment

with Both SAP CRM and SAP ERP

Dominik Feiden

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In This Session ...

Your business is asking for a leading e-commerce solution. Your customers are asking for better service and more information online. Your CFO would like to reduce cost.  Does this sound familiar?

Imagine if you could add e-commerce processes to your existing SAP CRM or SAP ERP deployments in a matter of weeks.

In this session, we will cover how you can:

 Leverage current business processes as well as customer and product data residing in your SAP CRM or SAP ERP systems.

 Reuse existing customization, business rules, and industry-specific functionality …

 … to set up your SAP E-Commerce processes and grow the solution as your business requires.

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Agenda

SAP E-Commerce: What is this?

Demo: See B2B and B2C Web shops in action

Integration points: E-Commerce ↔ SAP CRM and SAP ERP What needs to be done to complete the setup?

Vision: Take a glimpse to the future of Web Channel capabilities Wrap-up

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Web Channel Capabilities in SAP CRM

Leverage the Internet as a valuable sales, marketing, and service channel for businesses and consumers

E-marketing E-commerce E-service

Web channel analytics

Functional scope depicted as in SAP CRM. Compare with functionality available with SAP ERP.

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Feature Comparison Chart for Web Channel Capabilities

(SAP CRM vs. SAP ERP)

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Market

Provide interactive selling Manage pricing Enable order-to- cash

Sell

Share knowledge Support customers Enable billing and payment

Service

Monitor e-business operations Analyze e-business trends

Analyze

Continuous business improvement

Track customer behavior

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Simplified Architecture Overview

SAP e-commerce capabilities can be connected to SAP CRM or SAP ERP directly (without CRM server deployment)

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Ready-To-Run Solution Building On The Enterprise

Ecosystem

 Predefined best practice processes

 Standard UI and navigation flow

 Multi-language multi currency

 Run multiple applications on one platform

 Fully tested application templates (security, accessibility)  Covered by maintenance contract  Built-in enhancement concept ERP _SCM Pricing Billing Product Configuration Returns Processing Pricing Billing Product Configuration Delivery Order Processing ATP Product Substitution Production Scheduling Returns Processing Account Management Campaigns Product Recommendations Loyalty Management Order Quote Contract Service Request Products Lead Partner Integration Customer Service CRM Configuration Navigation Pages & Views Styling & UI

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Agenda

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Live Demo of B2C and B2B SAP E-Commerce Web Shops

This demo features customer implementations of SAP E-Commerce for B2C and B2B deployments, using SAP CRM or SAP ERP back-end systems

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Agenda

Integration points: E-Commerce ↔ SAP CRM and SAP ERP

What needs to be done to complete the setup?

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 Business partners

 Marketing attributes

 Settings for order split

 Address information

 Sales area

 Credit levels

 …

Full Access to Your Master Data

SAP E-Commerce utilizes your existing master data

 Products

 Texts and pictures

 Accessories

 Cross- or up-selling rules

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Contact Person Representation in SAP ERP, SAP CRM,

and SAP E-Commerce

ERP Contact Persons CRM: Account & Contact Persons Contact Person in E-Commerce

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Reuse Product Data for Catalog Creation

Products assigned to catalog layout areas use existing material masters like:  Long and short descriptions

 Multimedia files

 Bill-of-material explosion in shopping cart possible

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 Long and short descriptions

 Multimedia files

 Bill-of-material explosion in shopping cart possible

Alternatively, descriptions and multimedia files can also be maintained manually

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Full Access to Your Master Data — Additional Integration

Points

Further master data integration points:

Product configuration Product hierarchies

Product determination (SAP CRM) Customer product number (SAP CRM)

Solution Configurator for product packages or bundles (SAP CRM) External product catalog via Open Catalog Interface (OCI) Integration

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Product Configuration

Variant configuration ensures data consistency  Uses variant configuration rules defined in SAP ERP

 Ensures that customers can only select valid combinations of options

 Surcharges for options are included in the price in real-time

On top you get interactive configuration on the Web  Enables products to be configured in a Web environment

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Solution Configurator for Selling of Product Packages

Web shop allows customers to configure a package based on package modeling via interlinkages in SAP CRM

 Solution Configurator interprets these interlinkages in real-time and provides the Web shop with the relevant options

 If the Solution Configurator is called to display the details for a product, the product details page will be rendered according to the configuration options transferred by the Solution Configurator

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Step 2: Customer reviews package details and package options and

chooses desired package components

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Step 2: Customer reviews package details and package options and

chooses desired package components

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Expand Internal Tools to Your Customers

Product Determination + Substitution  Maintained as before in SAP ERP

 Used within Web shop to guide customers to the right products

 Inform customers automatically about successor products

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Full Access to Your Master Data — Additional Integration

Points

Pricing/scales and tax determination

 Maintained in SAP ERP, downloaded to SAP CRM, used in SAP E-Commerce

 Tax determination set up in SAP CRM or SAP ERP is used in Web shop to determine relevant taxes

Sales contracts

 Access to real-time information on contract status

Customer hierarchy (SAP CRM)

 Can be used to assign special authorizations

Scales

Real-time or list pricing

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Transparency Throughout the Buying Process

Allow customers to gain more insight into:

Quotations

 Work collaboratively with customers to create quotes (RFQ process)

Orders

 Status tracking: Status information is available in Web shop including delivery tracking

 Schedule lines: Allow customers to be informed about potential split of deliveries and current planned availability

 Easy re-ordering: Conveniently select from previous orders, quotes, or templates

Delivery priority: Let customers decide on the priority

Availability information Delivery

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Transparency Throughout the Buying Process (cont.)

Contract call-offs (SAP CRM)  Show live contract call-off data

Available-to-Promise (ATP)

 Show real-time information on availability, whether from SAP ERP or from your APO system

Credit check

Credit card payment

 Extend your existing payment card integration for the Web shop

Real-time contract information

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CRM

Marketing/Pre-Sales

SAP ERP Sales Quotation and Sales Order in SAP CRM

Web Channel

Access from SAP CRM Web Channel B2B Web shop to already configured SAP ERP sales quotation or sales order

 Reuse already existing Order Management set up in SAP ERP SD together with the benefits of SAP CRM marketing

J2EE

ERP

CRM

Business Engine: ERP-SD CRM WebClient Business Layer Presentation Layer Business Server Pages

LORD (I +II) APIs

CRM B2B Shop

Business Layer

Presentation Layer Java Server Pages

UI Support Layers Underlying ERP + CRM Application Web UI Browser

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SAP ERP Sales Quotation and Sales Order in

SAP CRM Web Channel — Details

SAP ERP sales quotations, standard SAP ERP sales orders, and SAP ERP quantity contracts release orders can be processed in the SAP CRM B2B Web shop

Transferring of SAP CRM product proposal, cross-selling, up-selling, accessories into SAP ERP sales quotation and sales order

Configuration of products is supported

Bill-of-material explosion in SAP ERP sales transactions is supported Pricing

 Pricing in the product catalog based on SAP CRM pricing

 After transfer of the products to the SAP ERP sales quotation or sales order, the actual SAP ERP price is displayed for the items in the sales document

Availability information

 Availability check in the product catalog

 After transfer of a product to the SAP ERP quote or order item, the actual ATP check result is displayed in the item list

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Expand SAP CRM Marketing Reach to the Web

Campaign execution is integrated into the Web shop (SAP CRM)  Campaigns, coupons, free goods determination

 Personalization using target groups information (e.g., product recommendations)

Have customers maintain their own marketing profile, allowing for even better targeting, newsletter subscription, etc.

Enter coupon or campaign code in catalog or shopping cart

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Expand SAP CRM Marketing Reach to the Web (cont.)

Loyalty Management integration into Web Channel

 Increase brand loyalty and encourage specific customer behaviors

 Reward specific customer behaviors with points. Points can be redeemed for specified rewards.

 Customers can enroll in loyalty programs and manage their accounts online

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Agenda

Integration points: E-Commerce ↔ SAP CRM and SAP ERP

What needs to be done to complete the setup?

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Some Steps Are Specific to the SAP

E-Commerce Deployment*

Landscape

 Installation and configuration of SAP NetWeaver® _{Web AS Java}

 Installation and configuration of TREX

 Installation and configuration of SAP NetWeaver Development Infrastructure (NWDI)

 Deployment of SAP Web Channel applications

CRM server

(ABAP + Java) _{BI server}

CRM Web Channel (Java)

* Simplified, please check Master or Installation Guide for details

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Some Steps Are Specific to the SAP

**E-Commerce Deployment* (cont.)**

Functional

 Product catalog creation or creation of “sales view”

 User management

 Consider creation of a special pricing procedure to optimize performance

 Web shop UI design

 Others (email confirmations, Web channel analytics, …)

 Make use of SAP Best Practice documents to take short cuts where possible!

(http://help.sap.com/bestpractices  Cross-Industry Packages  E-Commerce with SAP ERP)

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Agenda

Vision: Take a glimpse to the future of Web Channel capabilities

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Disclaimer

This document outlines our general product direction and should not be relied on in making a purchase decision. This presentation is not subject to your license agreement or any other agreement with SAP. SAP has no obligation to pursue any course of

business outlined in this presentation or to develop or release any functionality

mentioned in this presentation. This presentation and SAP's strategy and possible future developments are subject to change and may be changed by SAP at any time for any reason without notice.

This document is provided without a warranty of any kind, either express or implied, including but not limited to, the implied warranties of merchantability, fitness for a particular purpose, or non-infringement. SAP assumes no responsibility for errors or omissions in this document, and shall have no liability for damages of any kind including without limitation direct, special, indirect, or consequential damages that may result from the use of this document. This limitation shall not apply in cases of intent or gross

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SAP Web Channel

Experience Management 1.0

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the ground up using the latest Web standards and functionality

Proven Web channel solution with a 10+ year history including strong customer momentum across industries

Strong Investment in the Web Channel

SAP’s Next Generation Web Channel Solution

SAP CRM Web Channel

Enablement

SAP Web Channel Experience

Management

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Paradigm Shift –

Single Web Channel To Sales, Service & Marketing

E-Marketing E-Commerce Search for product Find product in Web Shop Receive price and stock info Register, complete checkout Check product details E-Service Find forum dealing with product Check order status Click on “Support” Register and post question in forum

Receive news letter promoting product just bought Web Channel Search for product Add product to cart, receive relevant cross/up sell items in real time Checkout using existing log on, offering option to register product Check product details incl. price and stock info Check order status and loyalty points Review forum posts in product details page Register and post question Suggest relevant news letters based on

purchase Push latest updated FAQ on product and new accessory item

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A Single E-Commerce, E-Marketing & E-Service Platform

For Everyone

Web Channel

Managers

Easily set up and manage your Web presence with simple, step-by-step Web

site management

Businesses

Leverage powerful and convenient self-services

& manage all sales and service interactions from

one place

Consumers

Enjoy quick and easy online shopping experiences as well as consistent experiences across all touch points

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A Single E-Commerce, E-Marketing and E-Service

Platform

Web Channel B2B

Shop

Web Channel Enablement

Separate deployments B2C

Shop

Web Channel Experience Management

Common, configurable application B2B E-Service B2C E-Service Service Request Installed Base Product Registration Java Cart B2C User Mgmt. Complaint B2B User Mgmt. Backend Cart Service Request Complaint Campaigns Product Catalog Payment Payment Checkout Product Catalog B2C User Mgmt. B2B User Mgmt. B2B UI Service Request Installed Base Product Registration Complaint User Mgmt. Shopping Cart Campaigns Payment Checkout Product Catalog B2B UI B2C UI B2C UI Order Mgmt. ... _... _... ... Solution Search Common UI ... Store Locator Forum Service Contract New

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How to Entice Customers With Rich Personalized Content



Empowers Business Users to deliver the

right product at the right time at the right

price in a personalized, rich experience



Seamlessly Combines Rich Content

Authoring and Powerful Web Channel

Process Integration



Only Solution that Empowers Business

Users to Design and Preview Contextualized

Experiences



Drives Revenue by leveraging integrated

CRM, ERP, Situational, Behavioral,

Historical, and Social Context in Customer

Experience



Leverages SAP as the Central Context Hub

 Proof of Concept shown here at Sapphire!

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Highly Interactive and Relevant

E-Commerce and E-Marketing Experiences

We deliver…

 Innovative user interfaces for highly interactive

shopping experiences

 Community-generated product ratings and reviews

 Enhanced payment methods through easy integration of payment service providers

 Powerful catalog

management to create, target, and manage content

 Consistent customer experiences via multi-channel integration

So you can…

Differentiate customer online experiences

Drive Web site traffic and user adoption

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Friendly, Proactive, and Helpful

E-Service Experiences

We deliver…

 Guided processes for self-navigation

 Self-service management of accounts

 Service requests including appointment scheduling

 Service contract management

 Complaints and returns management

 Online product registration

 Knowledge management connectors to deliver

community forums and self-service support

So you can…

Drive support traffic to lower-cost online channel

Empower customers to research and resolve issues

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Deploy, Configure, and Extend

Web Channel Platform

We deliver…

 Step-by-step Web site setup and maintenance by

business users

 Modular architecture enables organizations to flexibility configure the site as business needs change

 Flexible site extension for site customization via common Web design tools and a flexible UI framework

 Delivered with professional development tools (NWDI) and enhancement concept

 Complete, integrated business processes

So you can…

 Reduce TCO and time to market

Set up and configure your Web presence

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Web Channel Faster and at Lower Cost –

Meet Business Demands Now and Grow into the Future

E-Marketing E-Commerce

E-Service

SAP Web Channel Experience

Management, version for SAP CRM

Provide customers with a fully integrated Web experience with consistency across all touch points

E-Commerce

SAP Web Channel Experience

Management, version for SAP ERP

Enable E-Commerce with SAP ERP without the need for a full SAP CRM implementation

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New Web Channel Solution Enables Paradigm Shift

SAP Web Channel Experience Management

-Next

Generation…

 Offers comprehensive B2B, B2C, E-Service solution on a modular platform

 Modular architecture provides as flexible environment that allows to configure the site as business needs change

 Innovative User Interface featuring Web 2.0 capabilities

 Community generated content

 Flexible site extension for site customization via common Web design tools and a flexible UI framework

 Availability planned for selected ramp-up customers July 2011

Right choice for

customers…

 Who want to use the latest UI technologies providing

innovative and enticing user experience

 Who want to blend sales and service processes

 Who want to run an integrated E-Service scenario or would like to offer rich Knowledge Management capabilities

 Who plan to go live in late 2011 or 2012

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Unique Advantages of The New Solution

Interactive, innovative, and rich user experiences Powerful customer loyalty management

functionality online

Intuitive for business users to set up, manage, and extend Web sites

Consistent customer experiences across all customer touch points

Comprehensive e-commerce, e-marketing, and e-service – on a single platform

Ready for global rollout

Robust, highly scalable, and customizable Web channel platform

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Agenda

Vision: Take a glimpse to the future of Web Channel capabilities

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Recommendations Before You Start

Evaluate and choose SAP CRM vs. SAP ERP version Build proof of concept or prototype

Don’t underestimate UI: Functionality is important, but make sure UI is very attractive before showing your business

Clean up SAP ERP and SAP CRM data to fit external viewing purpose (e.g., order history, product descriptions)

Familiarize yourself with SAP NWDI

Combine Java developer with ABAP or process consultant

Don’t be afraid to enhance; check the “Development and Extension Guide” and tutorials

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Resources

http://service.sap.com/rkt-crm *

 Learning Maps for SAP CRM (all releases)

http://service.sap.com/crm-inst *  SAP CRM 7.0 EhP1  Operate

– Development and Extension Guide

– Dev. and Extension Guide: Tutorial

www.sdn.sap.com/irj/sdn/bpx-crm  BPX Community for CRM in SDN

www.sdn.sap.com/irj/sdn/forum?forumID=320  SAP Web Channel forum in SDN

www.sdn.sap.com/irj/scn/wiki  Web Channel Wiki in SDN

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Thank You!

Contact information: Dominik Feiden

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