As builds out its Smarter Commerce initiative, the company is using a mix of new software and hardware solutions to turn its vision into reality for the company’s clients. At the heart of some of these efforts are POWER7-based Power Systems, like the Power Systems used by Staples. IBM has also unveiled new cloud and on-premise offerings -- here are the basics: 

IBM’s new cloud and on-premise offerings are designed to help organizations respond automatically to shifting consumer and business trends, doing new things like intelligently automating supplier and trading partner interactions, automatically turning marketplace insights into marketing and sales actions, and connecting online, mobile, and social channels to physical stores. 

The new solutions, Commerce-as-a-Service and Social Media Marketing, combine technology from key acquisitions such as Unica, Coremetrics, and Sterling Commerce with IBM research and development.  

"Smarter Commerce allows customers to shop or buy easily regardless of medium, channel, or device," notes Craig Hayman, general manager of IBM Industry Solutions. "Informed by deep customer insights, companies can provide a personalized customer experience that feels like a service to consumers."

The new offerings introduced include Commerce-as-a-Service, which accelerates and extends the delivery of Smarter Commerce capabilities with cloud-based Configure, Price, and Quote offering that simplifies the "quote-to-cash" process by letting clients quickly drive new revenue streams by bundling offers automatically.

In addition, it includes Cross-Channel Selling, which connects Web store fronts to mobile devices, social networks, and other channels. This enables companies to generate new revenue streams by connecting products offered online to in-store purchasing and delivery. This software is optimized for IBM POWER7 Systems, allowing high-volume retailers to personalize customers' online shopping experiences, as well as handle online sales surges during peak shopping seasons. In addition, the systems integrate customer buying information across all sales channels, including online, mobile, in-store, POS, and kiosks.

IBM is also offering a Payments & Settlement solution that delivers a flexible and secure PCI-compliant payment capability at customer checkout; a Supplier Integration & Management offering that connects and automates supplier interactions, providing clients with a dashboard view of activity as it happens; a Cloud-based File Transfer capability for moving large customer and partner data within and across businesses to support critical commerce needs faster and more efficiently; Social Media Marketing, which delivers deep analysis of natural language processing of consumer sentiment in social media. This allows customers to receive tailored, one-to-one marketing offers automatically in real time.

Confused? IBM Launches New Smarter Commerce Consulting Services

IBM today also announced the launch of a new Global Center of Competence for Smarter Commerce.  The new Center of Competence will be part of IBM Global Business Services and is comprised of Smarter Commerce consulting experts who will help clients worldwide solve their most complex buying, marketing, selling, and servicing business problems.  Additionally, IBM Global Business Services is introducing three new "quick-start" Smarter Commerce accelerator offerings.  These new service offerings include rapid consulting engagements that help clients define measurable business outcomes they can achieve through Smarter Commerce and a roadmap to achieve them.  They include Business Analytics and Optimization, Smarter Commerce Enterprise Marketing Management Assessment, and Supply Chain Visibility Assessment.

How Smarter Commerce Works: An Scenario from IBM

An electronics manufacturer for example, could use IBM Smarter Commerce integrated solutions for buying supplies, marketing products and services, and transacting sales as well as delivery and customer service. 

Initially, the electronics company would use the Supplier Integration & Management solution to identify the right suppliers, manage complex relationships and contracts, and collaborate and monitor supplier performance to ensure timely and efficient delivery of raw materials.  Once ready to take its new line of products to market, the company would use the Customer Awareness & Analytics solution to determine unique insights about its consumers to better shape targeted marketing campaigns.

The company would also call on the Cross-channel Campaign Management solution to define customer segments and target marketing campaigns. By employing Digital Marketing Optimization, the company could create the right marketing mix across different channels of interaction such as mobile, social, Web and in-store.

Next, the company would prepare to sell its new line of products via on-line and retail store channels by deploying the Cross-channel Selling and Store Solutions finely tuned for IBM POWER7 servers.  The company would also use Sterling Configure-Price-Quote and Retail Store Solutions Point of Service (POS) to provide buyers with the convenience of shopping online through a flexible delivery model that includes in-store pickup.  
Finally, the company would deploy after-sale service to ensure timely delivery and ongoing customer support using the IBM Delivery, Service, and Support solution. IBM Case Manager is available for more complex service requests.