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Broadband & Mobile Featured Article
February 04, 2008
Sterling Commerce Unveils New B2C Strategy
By Susan J. Campbell TMCnet Contributing Editor
AT&T Inc. subsidiary, Sterling Commerce (News - Alert) unveiled today that a new business-to-consumer (B2C) strategy that is expected to change the way retailers, manufacturers and telecommunications companies interact with their customers to help drive profitable growth while optimizing the consumer experience.
This B2C strategy leverages the company’s advanced cross-channel selling and fulfillment applications to deliver the industry’s only truly integrated B2C offering. As part of the new strategy, Sterling Multi-Channel Selling is being enhanced with new marketing and merchandising capabilities.
These new capabilities leverage its integrated applications and the power of the Web to deliver a more personalized, customer-centric shopping experience across all channels, whether it is in-store, online, catalog/call center, kiosk, etc.
"While other vendors in the industry are focused on the Web channel as being the only option for B2C, we believe the Web is only part of the overall multi-channel B2C interaction,” said Andy Nicholas, vice president of product management, Sterling Multi-Channel Selling, at Sterling Commerce, in a Monday statement.
“Our strategy is to deliver solutions that enable our customers to quickly and consistently deliver a seamless personalized experience to their customers, regardless of which channel they choose."
"In delivering a truly integrated cross-channel B2C offering, Sterling Commerce is positioned to leverage the strengths of each channel to enable our customers to increase customer loyalty and share of wallet," Nicholas added.
Under this new strategy, Sterling Commerce has integrated its multi-channel selling and fulfillment solutions and provided deep cross-channel integration in an effort to deliver the industry’s first integrated order management platform; cross-channel gift-registry capabilities; and complete, closed-loop solution for endless aisle.
Endless aisle is the ability to offer stocked, non-stocked special order and custom products and services through all channels while managing their distributed fulfillment. As consumer expectations for broad product assortments continues to rise, endless aisle is a key process for meeting these expectations and increasing share of wallet.
To do so, Sterling Commerce combines the ability to sell all types of products and services through all channels with advanced multi-channel fulfillment capabilities to source orders from both internal and external sources.
Sterling Commerce’s selling and configuration capabilities allow consumers to easily locate the products and services that meet their needs, create dynamic bundles of products and services, and personalize those products and services through configuration.
Recent research has shown that consumers are increasingly using multiple channels for conducting research, selecting products and services and making purchases. In order to maximize opportunities in all channels, organizations can rely on the B2C solution to help drive new revenue channels and capture consumer attention wherever it may be.
Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.
Want to learn more about IP? Then be sure to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP
Communications industry. The library offers white papers, case studies and other documents which are free to registered users. The papers are authored by industry leaders, who, in turn, receive qualified sales leads from interested parties. Check here for the latest in CRM information.
This B2C strategy leverages the company’s advanced cross-channel selling and fulfillment applications to deliver the industry’s only truly integrated B2C offering. As part of the new strategy, Sterling Multi-Channel Selling is being enhanced with new marketing and merchandising capabilities.
These new capabilities leverage its integrated applications and the power of the Web to deliver a more personalized, customer-centric shopping experience across all channels, whether it is in-store, online, catalog/call center, kiosk, etc.
"While other vendors in the industry are focused on the Web channel as being the only option for B2C, we believe the Web is only part of the overall multi-channel B2C interaction,” said Andy Nicholas, vice president of product management, Sterling Multi-Channel Selling, at Sterling Commerce, in a Monday statement.
“Our strategy is to deliver solutions that enable our customers to quickly and consistently deliver a seamless personalized experience to their customers, regardless of which channel they choose."
"In delivering a truly integrated cross-channel B2C offering, Sterling Commerce is positioned to leverage the strengths of each channel to enable our customers to increase customer loyalty and share of wallet," Nicholas added.
Under this new strategy, Sterling Commerce has integrated its multi-channel selling and fulfillment solutions and provided deep cross-channel integration in an effort to deliver the industry’s first integrated order management platform; cross-channel gift-registry capabilities; and complete, closed-loop solution for endless aisle.
Endless aisle is the ability to offer stocked, non-stocked special order and custom products and services through all channels while managing their distributed fulfillment. As consumer expectations for broad product assortments continues to rise, endless aisle is a key process for meeting these expectations and increasing share of wallet.
To do so, Sterling Commerce combines the ability to sell all types of products and services through all channels with advanced multi-channel fulfillment capabilities to source orders from both internal and external sources.
Sterling Commerce’s selling and configuration capabilities allow consumers to easily locate the products and services that meet their needs, create dynamic bundles of products and services, and personalize those products and services through configuration.
Recent research has shown that consumers are increasingly using multiple channels for conducting research, selecting products and services and making purchases. In order to maximize opportunities in all channels, organizations can rely on the B2C solution to help drive new revenue channels and capture consumer attention wherever it may be.
Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.
Want to learn more about IP? Then be sure to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP
Communications industry. The library offers white papers, case studies and other documents which are free to registered users. The papers are authored by industry leaders, who, in turn, receive qualified sales leads from interested parties. Check here for the latest in CRM information.
