Launching e-commerce

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Background

Xerox is known for pioneering the office photocopier, inks, and toners, but they have also developed a novel conductive ink made from silver nano particles. This ink can be printed directly onto objects like flexible plastics to create printed electronics like circuit boards and will be used to power the Internet of Everything (IoE).

 

Challenge

Although the silver nanoparticle ink had been available to order via email, the process was labour intensive, repetitive, and tied up scientists who would rather be working on thier next big idea.

Furthermore, corporate performance goals had called for a significant increase in silver nanoparticle ink sales.

 

Strategy

Working closely with Electronic Materials Manager, we endeavoured to develop an e-commerce platform that would integrate with our existing corporate website.

This would be the first time in XEROX’s history that one of the global research centres would sell a product online and the first product not to be sold from the main corporate website.

As such, there was no manual for launching a new e-commerce platform. Every step, from writing the Terms and Conditions to setting up a payment solutions provider to design and branding was a new discovery - and challenge.

Every corner of the organization was consulted during this year long project. The Office of the General Counsel was consulted to help develop the Terms and Conditions, Treasury would help coordinate banking and payment processing, Global Marketing would provide best practice support, and Brand Central would advise and approve brand compliance.

A unique illustration was created for collaterals, blog articles, and packaging. This illustration was the first to be created by Xerox for a non-conventional product.

 

Results

The e-commerce platform automated the purchase and order fulfillment process, reducing the amount of duplication and time spent manually inputting customer and order data. The manual order process was so cumbersome that the new platform has easily shaved 30 minutes per transaction. It gave customers the option to place secure orders 24/7 and simplified the buyer journey.

Silver nano particle ink printed onto a curved substrate creating a functioning circuit.

The new e-commerce platform was seamlessly integrated into the new corporate website.  

The new e-commerce platform was seamlessly integrated into the new corporate website.  

Unique illustrations depicting printed electronics were commissioned for this project. 

Unique illustrations depicting printed electronics were commissioned for this project. 

Screen capture of product page.  

Screen capture of product page.