Have you noticed that WebSphere Commerce feature packs seem to come out much more frequently than they used to?  Our friends in the IBM development labs seem to have changed their approach slightly in bringing these out much more quickly, even if this means partial releases.

Management Centre is a good example where this much-improved business tooling was brought to market relatively quickly without replacing Accelerator 100% i.e. there was still functionality within Accelerator that wasn’t available in Management Centre.  Cleverly though, they developed the marketing focussed elements early so most business users only need to see Management Centre.  Meanwhile, Accelerator is still used for the more technically oriented facilities.  Wins all round and it’s a philosophy that we greatly support.

So Feature Pack 4 is the latest one, what’s in it?… In summary, it includes these new, main features:

• Mobile commerce extensions
• Facebook integration (like button and activity feed)
• Precision marketing enhancements
• REST services

Mobile commerce extensions. The Mobile commerce extensions enhance the current mobile starter store and bring to market device-specific applications for Android.  There are also new location-based services, including an ability for the shopper to check-in to a local store so that marketers can provide store-specific marketing materials and an “eFlyer” feature that can promote location-specific advertising in the store.  More information on the mobile starter store can be found here and on location based services here.

Facebook integration.  New Facebook integration features extend this general direction into “social bridging”, a posh way of saying integration to social networking sites.  The new “like button” provides a simple, but effective link into your social network on Facebook updating your “likes” and sharing.  Similarly, the activity feed will show other liked items that have been shared by your network.  More information can be found here.

Precision marketing enhancements.  Precision marketing is the huge leap forward that has been made in marketing and merchandising in WebSphere Commerce version 7.  In a nutshell this is the ability to modify content driven by behaviour, for instance, if a shopper is tending to browse a particular category heavily during their session then the system can promote merchandising that is associated with that category.  It’s a lot more complex than this obviously, comprising a number of triggers, events and actions across a wide area of customer journey.  We’ll be doing some posts around this soon as it represents a hugely powerful area.  Enhancements in Feature Pack 4 include tying precision marketing into some of the features above (location-based services for example) and enhanced triggers and targets.  More information can be found here.

REST services. Lastly, Feature Pack 4 releases a new suite of REST services.  REST is the trendy way to integrate through web services.  REST services have taken off because they are simple – and this of course means more widely understood easier to implement, and therefore quicker!  More information can be found here.

* Update* 29/03/2012 eConsultancy post on changes they’ve made to their own site and links to useful resources here.

In principle the regulations are right but how practical are they?  Remember back to when 3D Secure came about, originally this was seen as an inhibitor to online shopping but is now seen as a necessary evil. Although, by comparison, the cookies compliancy will have a much bigger impact.

On May 26^th 2011, the Privacy and Electronic Communications (EC Directive) (Amendment) Regulations 2011 came into force.  Under the new Regulations a subscriber or user has to give consent to the use of cookies, having been given clear and comprehensive information about the purpose of them.  Under the previous law, organisations only had to inform users how they used cookies and how the user could “opt out” if they objected to their use.   The aim of the Regulations is to increase transparency for consumers.

So what do you need to know?

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It’s often said that opposites attract.  As far as personal relationships are concerned, I haven’t found this to be the case.  However, for people working in the eCommerce and multi channel world, the ability to attract or bring together opposites is becoming increasingly important.

Here are six sets of opposites that come to mind:

• Developing strategic IT architectures and embracing rapidly emerging technologies.
• Listening to what the customer wants now while anticipating their future needs.
• Balancing cost versus capability in solution design.
• Delivering personalised customer experiences and super-fast web site performance.
• Managing divergent goals of stakeholders from marketing, stores, supply chain, IT and finance.
• Building sound return on investment cases in the context of rapidly changing business models and technology.

(I’m sure there are many more than six, so would welcome your thoughts on others.)

So why is the ability to attract opposites important ?

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Groupon made it’s first deal in late 2008 with a half-price pizza offer.  Today Goupon is offering deals in 43 countries with an estimated revenue of around $2 billion.  Andy Jones, Director of Customer Experience at Salmon takes a look at their site and gives his take on eight things he believes they do well, leading to a design that is not only compelling and visually coherent but also very persuasive.

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“Internet Retailing” magazine (n.b. takes you to the  July/Aug 2011 digital edition) is focused upon serving the UK and Europe’s leading multichannel and pureplay retailers. Inspired by the very best, and commercial to the core, Internet Retailing analyses, stimulates and challenges the etail community with news, analysis, events and insight.

In the latest edition, we are delighted that a Salmon retail project, Halfords has been showcased.  Emma Herrod speaks to Jon Asbury, Channel Development Manager, Halfords, about how system integration has improved customer choice and encouraged mobile interaction. The interview covers Reserve & Collect, Text & Reserve, Advice Centre, Order & Collect, Distribution, M-commerce site, iPhone and Android apps.

To read the full story click the image above, or simply go to Internet Retailing Magazine. (The Halfords/Salmon story starts on pg. 10 of the digital magazine).

With the impressive returns apparent for those retailers who have optimised their web sites for access by smartphones and the inexorable rise in smartphone adoption, the debate has moved beyond the ‘why’ and ‘when’.**   The question now is ‘how to optimise your web site for mobile devices’.  Here’s a summary of the pros and cons of the main options to help you navigate your way through this key decision.

Option 1.  Building a mobile store – developing a set of pages specifically optimised for mobile devices

Pros:  Fancy something (relatively) quick to market and with easy access?  Then a mobile store could be just what you are looking for.  No snazzy touch screen smart phone needed, even if your customers have a Nokia e71 they can shop on your mobile store, plus with auto detection and re-direction, accessing your store couldn’t be simpler.

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Salmon have developed iPhone and Android apps for Halfords, extending their current mobile and multi-channel proposition.  The apps allow customers to shop, scan products and find their nearest store.

Mobile phone shoppers will receive a better online experience with the ability to research, locate and purchase products via the apps. The apps combine both web and app capabilities, providing Halfords with a cost effective solution and customers with a better online experience.

Jon Asbury, Halfords Channel Development Manager said: “We aim to give customers an even better online shopping experience through cutting edge technology. The apps are a natural progression from our successful mobile site. Customers will find the apps versatile, functional and easy to navigate.”

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Tesco Video

Tesco: Homeplus in South Korea offer customers a new way of shopping via their SmartPhone and QR Code technology.  It’s proving popular with customers there.  I’m not sure we have the same issues in the UK as Korea do to warrant this here, they are quite a unique market, but this does offer customers an alternative shopping method and is a great visual reminder.  See for yourself here.

Argos Homepage

For the third consecutive year Argos.co.uk remains in 2nd place in the IMRG-Hitwise Hot Shops List, detailing the Top 100 Retail and Travel websites in the UK by site traffic.

The list, now five years old, provides a unique perspective on how the e-retail market leaders are performing in terms of attracting visitors to their websites.

Neil Stewart, Commercial Director at Salmon said, “We have been developing and supporting Argos with their website since 2002.  This high ranking reflects their commitment to deliver a great online customer experience. We look forward to working with them over the next year to deliver innovative and new enhancements to their website that will ensure they stay one of the most successful retailers in the UK.”

Other Salmon customers on the list include:

• Homebase ranked 20 up 5  places
• Boots ranked 26 up 18 places
• Halfords ranked 30 up 17 places

For more information on the IMRG-Hitwise Hot Shops list go here.

Deep links into QR (Quick Response) codes are becoming ever more popular.  Retailers are beginning to use deep links into their content on another channel using QR codes. A QR code is a specific matrix barcode – or two dimensional code , readable by QR barcode readers and camera phones.  The code consists of black modules arranged in a square pattern on a white background and the information encoded can be text, URL or other data.

DIY retailer B&Q uses it in stores around physical products allowing customers to scan the QR code to watch the “how to video”.  At Christmas, supermarket Waitrose used QR codes in TV and magazine adverts allowing customers to deep-link into recipes.  Halfords, a Salmon client, has been using QR Codes in press advertising since Christmas with links to its mobile home page.  It has also used them in-store to promote specific product ranges.

Meguiars use QR Codes

For more information Econsultancy have a list of 10 ways marketers can use QR Codes in business, whether B2B or B2C.