Post on 20-Apr-2018
2
270 Guitar Center Retail Locations
5 eCommerce Brands
Guitar Center, Musician’s Friend, Music 123, The Woodwinds & Brasswinds, Music & Arts
120+ Music & Arts stores
Specializing in Band & Orchestra, Lessons, and Rentals
OVERVIEW The Largest MI Retailer
200,000+ SKUs
FOOTPRINT
Oracle Commerce ATG & Endeca
Oracle Financials
Oracle Database
IBM / Sterling - OMS
Point of Service - Legacy
Oracle Right Now Technology
CURRENT FOOTPRINT
7-Year Legacy Pearl Platform
Foundation for Scale and Growth
Functionality to Manage Customer Experience
Lower Total Cost of Ownership
INITIAL DRIVERS & CATALYST FOR CHANGE Musician’s Friend & Music 123
5
MIGRATION GROWING PAINS Musician’s Friend & Music 123
Beta Launch for Musician’s Friend 4-Months after M123 Launch
Coupled Redesign with Platform Migration
Business Driving Project
IT Not Heavily Consulted
No Site Separation or Other Aspects in V9
Dual Platform Launch
RESULTING ISSUES Musician’s Friend & Music 123
Did Not Stick To Core ATG Application Functionality
Future Difficulty with Upgrade Path
Missed SEO Strategy Resulting in Revenue Loss
Sites Managed with One Instance
Time Spent Stabilizing Platform and Teaching Business Users
Missed Learning Opportunities from M123 to MF
UPGRADE PATH Musician’s Friend & Music 123
Regression of Customizations
More Endeca Integrations to Manage: Homepage, PDP, and Templating
Unable to Upgrade in One Release Cycle
Team Not Using All Customizations
Endeca Brought on to Manage: Search and PLPs
Upgrade Path Determined
RESULTS Musician’s Friend & Music 123
Drive with Reusable Templates
Added New Focus Areas (ex: Private Reserve)
Strengthen A/B Testing Abilities
Adaptive Mobile Sites
No Longer Tied to IT Skills Only
Total Customer Experience Management
9
Chose Oracle ATG
Major Upgrade from v9 to v10.2.
Stripped out the
customizations (site separation, Experience
Manager integration, etc)
Implemented ATG v9
Music 123
Fall 2009 October 2010 October 2013
Began Beta Testing
of Musicians Friend on ATG
v9
April 2011
Launched 100% of
Musicians Friend on ATG
v9
June 2011
TIMELINE Musician’s Friend
10
LESSONS LEARNED Musician’s Friend & Music 123
Be Mindful About Other Business Impacts (ex: SEO)
IT Drives Business Solutions Architecture
Business Involvement with Requirements, Not Solutions
Focus Efforts on Migration Without Additional Scope (ex: Redesign)
12
Platform Goals
Steam line Technology
Standardize Integrations
Share Catalog Across Brands
INITIAL DRIVERS & CATALYST FOR CHANGE Guitar Center Migration
Single Platform Promotion Engine
Targeting and Multi-Channel Capabilities
Business Goals
Centralize Resources
Standardize Business Operations
Out of Box Enhancements
Advanced Analytics
Segmentation
Launch Guitar Center
Migration Project
Launched 100% of Guitar Center on
ATG 11
Jan 2014 August 2015
TIMELINE Guitar Center
RESULTS Guitar Center
Implemented OMS, SPO, In-Store Fulfillment & Contact Center Order Entry
Single Platform For Desktop and Mobile
20% Conversion Increase
Scalable, Stable, and Lower TCO
Everyone is Happy!
3 Major Brands on One Platform and Knowledge-base
LESSONS LEARNED Guitar Center
Clean Platform Made Upgrading Easy
Single Platform Streamlines Business Operations
Missed Used & Vintage Customer Experience
Vanilla Approach to Maintain Upgrade Path
Consider Business Impact Against Availability and Functionality
Stay on Course with Roadmap and Enhancements
Save Time and Costs Over Time
Do Not Over-Customize Core Systems
WORDS OF ADVICE
17
UP NEXT
Mobile Enable Lessons and Services Scheduling
New Supply Chain System
Native Mobile Applications
CMS Applications
Mobile POS