Tip Doctor, Insider Learning Network.
With the advent of SAP CRM 7.0 and particularly enhancement package 1, SAP has greatly improved its Web Channel application. This new and improved Web Channel application adds the latest technologies such as Web 2.0 and AJAX to E-Commerce. These functionalities were further enhanced when SAP launched the Ramp-Up of the new Web Channel Experience Management in July 2011. It is based on JavaServer Faces/Facelets and has new features such as master data management-based Catalog Management.
One of the important decisions that a company must make prior to implementing SAP Web Channel is to choose between SAP Web Channel for CRM versus Web Channel for ERP. Some factors in this decision are:
• Budget: Companies that are already using SAP ERP and have a limited budget should consider the ERP version of Web Channel. The company can leverage existing material master records to build a product catalog and get a Web shop up and running quickly. On the other hand, the company could implement SAP CRM (if it has not already) to leverage the additional capabilities of integrating with CRM Marketing modules. This increases the scope of the project, thereby making it more expensive, as a new system means more licensing costs, maintenance costs, and implementation costs.
• Marketing capabilities: Companies that rely heavily on their marketing department to promote their products should consider the SAP CRM version of Web Channel. The CRM version provides product recommendation functionality, including cross-selling and up-selling suggestions based on customer browsing behavior and purchasing patterns. In addition, it allows email and Web campaigns to be integrated with the Web shop.
This tip was adapted from Karthik Suryanarayanan’s 2011 article in CRM Expert, “Key Design Considerations and Potential Challenges a Web Channel Implementation.” Subscribers can read the full article here.