The Road to B2B eCommerce Success [Infographic]

Salmon and Stibo Systems recently commissioned a survey to explore the latest trends in eCommerce for business-facing organisations. You can download the survey research statistics here or view the infographic below.

The research identified key issues for B2B organisations in adopting eCommerce including:
• Finding the right technology to support an eCommerce strategy
• Not having the resources and knowledge needed for its on-going management
• Developing the right business model

Salmon B2B eCommerce Research Infographic

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eCommerce becomes Everywhere Commerce. Brands face stark choice: adapt or die.

Yesterday’s definition of eCommerce is dead. The rough definition — buying and selling over the Internet—is inadequate for today’s commerce companies.

Today’s shoppers expect to shop anytime/anywhere, to buy every kind of product, to use whichever device or channel suits them at that moment and to be recognized and valued for their custom. Today’s business leaders (whether brands, retailers or B2B businesses) are grappling with increased shopper expectations, rapidly evolving technology and new sources of competition.

So, should we now drop the “e” and call this form of transaction just “commerce?” Since all commerce today involves electronic systems and the lines between the online and offline worlds are blurred, the “electronic” in eCommerce may be redundant. Another approach would be to redefine it as “everywhere commerce” so that we can focus on the big opportunities and challenges in eCommerce today.

To assess whether a company is adequately recognizing this shift in commerce and taking the necessary steps to be present everywhere, business leaders need to ask themselves these key questions:

Every country Are we offering international shoppers a seamless experience? Are we reaching potential shoppers in fast growing markets? Are we personalizing the shopper’s experience based on his/her location?

Every device Does our eCommerce platform support the wide (and increasing) variety of devices and browsers? How are shoppers using their devices? Are they using a smartphone and laptop at the same time and in complementary ways or at different times and then keeping them in sync?

Every channel Are we supporting every possible route into an eCommerce transaction? These include: social networks, brand marketing, physical stores or branches, wholesalers, Amazon, eBay and other marketplaces, aggregators and choice engines that simplify options to help consumers make better decisions.

Every shopper Are we personalizing the shopper’s experience based on the current context plus his/her past and predicted behavior? And are we catering to both B2C and B2B shoppers?

Every interaction Are we delighting our shoppers every time they interact with our brand (whether on our own web properties or elsewhere)? Are we delivering excellent service right through the customer experience: from brand awareness, to product awareness and purchase, as well as the delivery, returns and customer service processes?

Every product How effectively are we managing product information, pricing, inventory and returns across our own, third party and drop ship supplier locations?

Every piece of data Are we gaining enough insight from the mass of data available on our shoppers’ interactions? What new opportunities are offered by the exponential growth in data from smartphones and social media (big data) and from information disclosure?

Every business model Have we just taken our pre-Internet business model online or have we really exploited the new opportunities offered by the Internet? Which aspects of our old business model can be blended with digital to offer a differentiated proposition? Can we integrate with our legacy systems? How do we keep up to date with new developments like Google Shopping Express?

Every delivery option Are we meeting the needs of those shoppers who want the product in the next hour or the next day as well as those who are willing to wait until next week? And what about those shoppers who want a one-hour delivery slot or want to pick up from a nearby location at their convenience, not ours?

Based on the answers to these questions, business leaders need to decide on priorities and start making changes to adapt to this new environment. The name change from electronic commerce is important, not just because the term too narrowly defines the today’s reality, but also because it confines thinking. The term focuses thinking on the wrong problem.

Retailers need to think about how strategic use of technology, mobile location-based services and big data can improve life for the customer, unify the brand experience across all venues and provide a competitive advantage.

“Everywhere commerce” is here already and the choice for today’s commerce companies is stark: adapt or die.

This article was first published in BrandZ Top 100 Most Valuable Global Brands 2013

BrandZ Top 100 2013

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PayPal Etail Awards Success

Etail Logos_WinnerSalmon would like to say a huge congratulations to their customers Morrisons Cellar and Argos for their award success at the 2nd annual PayPal Etail awards, held at the Old Billingsgate in London on June 12.

Both customers were recognised and took home coveted industry accolades which demonstrate their outstanding achievements.

At the ceremony, hosted by comedian Adam Buxton, Argos scooped the award for Clipper Logistics Best Multichannel Retailer – Large with Tesco highly commended, and Morrisons Cellar won the Best Customer Experience award with Schuh highly commended. For more information on the awards and winners click here.

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Salmon receive the IBM Industry Solutions Choice Award for Commerce

Salmon received the IBM Industry Solutions Choice Award for Commerce at last week’s Smarter Commerce Summit in Monaco.  The awards recognise Business Partners in each geographic region for their outstanding performance and commitment.

Keith Pope, European Channel Leader, Industry Solutions, IBM and John Trowell, Business Partner Sales Manager, UK & Ireland, Nordics, CEE, Industry Solutions Group, IBM presented the award to Neil Stewart, Salmon CEO.

Salmon receive IBM Industry Solutions Choice Award for Commerce 2013

Neil Stewart, Salmon CEO, receives IBM Industry Solutions Choice Award for Commerce 2013 from Keith Pope and John Trowell of IBM

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Salmon is No. 6 in the Econsultancy NMA Top 100 Digital Agencies 2013 guide

We’re delighted to report that Salmon has been ranked No. 6 in the Econsultancy Top 100Econsultancy NMA top 100 Digital Agencies 2013 Digital Agencies guide for 2013 and No. 2 in the Design and Build category.  The guide, previously published by New Media Age, ranks agencies according to fee income from their UK digital activities.

Neil Stewart, CEO at Salmon said: “We are pleased to be ranked so highly in the Top 100 Digital Agencies guide.  This is the result of the hard work of our teams in designing, implementing and supporting award winning eCommerce solutions that deliver real business value for our clients within the retail, distribution and manufacturing industries.”

The Top 100 Digital Agencies is available for download both as a PDF report and interactive Excel file on the Econsultancy site

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Salmon partner with Technology Everywhere in France to drive European growth

We announced today our partnership with Technology Everywhere, a digital agency based in France specialising in the design and build of custom eBusiness solutions.

Salmon provide digital consulting, design, delivery and support services to leading retail, wholesale and manufacturing brands.  The partnership brings together Salmon’s experience and expertise in designing and delivering large scale multichannel eCommerce solutions and Technology Everywhere’s experience in conceiving and realising eBusiness solutions in France.

Neil Stewart, Chief Executive Officer at Salmon said, “We see the partnership with Technology Everywhere as a springboard for expansion in Europe.  eCommerce in France is growing fast and the number of people wanting to shop online has now reached 31 million*- 3 million more than a year ago. I am very excited about this new partnership and look forward to working closely with Technology Everywhere in the future.” Read more »

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Salmon sponsoring IBM Smarter Commerce Summit in Monaco

Smarter Commerce Global Summit 2013 Monaco

Salmon are a gold sponsor of the IBM Smarter Commerce Summit taking place between 18th and 20th June 2013 in Monaco. At the summit you’ll find out how leading organisations are using IBM Smarter Commerce to meet the demands of empowered customers, and gain expert insights that will help you synchronsise the supply chain, optimise inventory, personalise promotions, micro-target marketing, increase relevant and exceed customer expectations across every channel.  You can also hear about how organisations are using social, mobile and cloud to better service their customers and to gain additional competitive advantage.

Keynote speakers include:

  • Sir Terry Leahy, former CEO of Tesco
  • Wendy Clark, Senior Vice President, Global Sparkling Brand Center, The Coca-Cola Company
  • Karren Brady, Vice Chairman of West Ham United Football Club
  • Craig Hayman, General Manager, Industry Solutions, IBM Software Group Read more »

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Salmon leaps into Audi UK digital role

Agency to support car brand in new digital and web strategies

Audi UK has appointed Salmon as its new strategic digital and web partner. The main brief is to work with the premium car brand’s in-house team to develop and implement new digital strategies focusing on the management of its website.

The appointment, made after Audi conducted its overall strategic review for 2013, will see Salmon assist Audi in creating digital marketing solutions across a variety of platforms including the hugely successful website, which has over one million unique visitors per month.

Hugh Fletcher, National Digital Manager for Audi UK, explains: “The exciting partnership with Salmon will help place the brand at the forefront of digital marketing. The agency’s experience and expertise in e-commerce, both in terms of creative front-end solutions and outstanding technical expertise, will help us achieve our goal of giving Audi customers the online experience they want and deserve in this constantly evolving digital world.” Read more »

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China to become global eCommerce leader in 2013 [Infographic]

China graphic, the Chinese online marketplace, has released an infographic comparing how much consumers are set to spend online by 2015.  The infographic compares retail eCommerce sales in the US, China, UK, France and Germany and brings together some interesting statistics.

In 2012, the US was the biggest market with consumers spending $209bn (£138bn) online, followed by China at $194bn (£128bn).  UK consumers spent $113bn (£75bn). However, in 2013, it’s predicted that things will change, with Chinese consumers spending $265bn (£175bn), US consumers $230bn, (£152bn) and UK consumers $123.4bn (£81bn). And by 2015,  Chinese consumers are predicted to spend $445bn (£293bn) online, compared with $270bn (£178bn) in the US and $143.6bn (£95bn) in the UK.

Other statistics from the infographic  -

  • More than 242m people (48% female and 52% male) shop using the internet in China – six times more than in the UK
  • Chinese shoppers spent an average of £703 a year in 2012, compared with the £1,083 spent in the UK.
  • 12% of purchases were from mobile phones
  • Top of the list for what Chinese shoppers is apparel and accessories at 68%. Read more »

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Morrisons launches first transactional eCommerce site with help from Salmon

MorrisonsCellar Home Page

MorrisonsCellar Home Page

Salmon, has helped Morrisons to launch its first transactional eCommerce site,, which focuses on selling a comprehensive range of wines and offers customers a unique, personalised and enjoyable shopping experience, including:

An interactive Taste Test allowing customers to discover those wines most likely to suit their palate via three simple questions

The case builder tool giving customers the ability to build and keep track of a mixed case of wine

Integration with Facebook allowing customers to share information with their friends

The new site is built on the same infrastructure as, (part of the Morrisons family) using WebSphere Commerce, Coremetrics, Endeca and advanced content management functionality developed by Salmon.



Since the site went live:

  • Repeat customers average 15 percent
  • All KPIs have been greatly exceeded – visitors, conversion and sales
  • Conversion is above expectation, due to the success of the taste test and the depth of the product range

Discussing Morrisons first venture into eCommerce, Scott Weavers-Wright, Kiddicare CEO and Kiddicare and General Merchandise Managing Director said; “This is the first step in Morrisons branded eCommerce and will enhance the overall wine offering for Morrisons. It will also provide valuable lessons on business processes and systems which will support the launch of other web sites and multi channel services. We knew that the underlying platform, WebSphere Commerce, and functionality would enable us to deliver the new site quickly and yet be scalable for the future.” Read more »

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