Published on 28-Dec-2011
"Data from online shopping interactions is no longer just a static snapshot; it’s dynamic, actionable intelligence for improving our customers’ shopping experience and facilitating personalized promotional tactics." - Li Ning Sports Goods
Customer:
Li Ning Sports Goods
Industry:
Retail
Deployment country:
China
Solution:
Smarter Commerce, Smarter Planet, Virtualization, Business-to-Consumer, Linux, Openness, Optimizing IT
Smarter Planet:
Smarter Solutions for Retail
IBM Business Partner:
Lake Tai Cloud Computing Center
Overview
Li Ning Company Limited is one of the leading sports brand enterprises in China. It has its own branding, research and development, design, manufacturing, distribution and retail capabilities. They are looking for a new B2C e-business solution which has good performance and can expand their current business and revenue.
Business need:
With a business-to-consumer platform lacking integration with critical business systems and providing scant insight into what visitors to the company website had searched for and bought, Li Ning made day-to-day marketing and operational decisions with a narrow, static view of its business. Strategic plans for expansion were likewise hampered by existing system limitations. Expansion would require managing e-commerce activities from the website, online stores, mobile devices and social media sites.
Solution:
Li Ning implemented a next-generation e-commerce solution to capture customer demographics, purchase records and other browsing behaviors, distilling that data into actionable insights for making real-time, precision-targeted product recommendations. Every e-commerce activity, from loading an item in a shopping cart to making a purchase, triggers customized offers or targeted product promotions. Marketing managers now use the platform to test unique promotional tactics on the site, learning which tactics generate the most clicks, page views and sales among a particular customer niche.
Benefits:
· Supports launch of 600+ percent more marketing promotions, increasing opportunities for promotional innovation
· Provides platform for managing e-commerce from web, mobile and social sites
· Allows customer segmentation by order history, order volume or demographics, providing bases for offering customer-centric shopping experiences
Case Study
Li Ning Company Limited is one of the leading sports brand enterprises in China. It has its own branding, research and development, design, manufacturing, distribution and retail capabilities. They are looking for a new B2C e-business solution which has good performance and can expand their current business and revenue.
The Opportunity
With a business-to-consumer platform lacking integration with critical business systems and providing scant insight into what visitors to the company website had searched for and bought, Li Ning made day-to-day marketing and operational decisions with a narrow, static view of its business. Strategic plans for expansion were likewise hampered by existing system limitations. Expansion would require managing e-commerce activities from the website, online stores, mobile devices and social media sites. Li Ning needed to consolidate all back-end business systems, manage a multichannel environment and provide a detailed, dynamic view of online customer profiles and preferences.
What Makes It Smarter
Li Ning implemented a next-generation e-commerce solution to capture customer demographics, purchase records and other browsing behaviors, distilling that data into actionable insights for making real-time, precision-targeted product recommendations. Every e-commerce activity, from loading an item in a shopping cart to making a purchase, triggers customized offers or targeted product promotions. Marketing managers now use the platform to test unique, small-scale promotional tactics on the site, learning which tactics generate the most clicks, page views and sales or drives the highest click-to-order conversion rate among a particular customer niche. The findings help Li Ning develop targeted campaigns that provide the right products to the right people at the right time. Operations managers leverage the solution’s integration with the company’s back-end business applications to manage everything from pricing and inventory to purchase orders from a single platform.
Real Business Results
· Supports launch of 600+ percent more marketing promotions, increasing opportunities for promotional innovation
· Provides platform for managing e-commerce from web, mobile and social sites
· Allows customer segmentation by order history, order volume or demographics, providing bases for offering customer-centric shopping experiences
For more information
Please contact your IBM sales representative or IBM Business Partner. Visit us at: ibm.com/retail
To learn more about Li Ning Sports Goods visit: www.e-lining.com
Products and services used
IBM products and services that were used in this case study.
Hardware:
System x: System x running Linux - Red Hat, System x: System x3850 X5
Software:
DB2 for Linux, UNIX and Windows, WebSphere Commerce Enterprise, WebSphere Application Server
Service:
STG Lab Services: Other
Legal Information
© Copyright IBM Corporation 2011 IBM Corporation 1 New Orchard Road Armonk, NY 10504 U.S.A. Produced in the United States December 2011 IBM, the IBM logo, ibm.com, System x and WebSphere are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml Other company, product or service names may be trademarks or service marks of others. The information contained in this documentation is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this documentation, it is provided “as is” without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this documentation or any other documentation. Nothing contained in this documentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM (or its suppliers or licensors), or altering the terms and conditions of the applicable license agreement governing the use of IBM software.