Contextual Commerce: Best Practices for Winning with Customer Experience with Sitecore Commerce

Contextual

Commerce

Webinar

Today’s Presenters:

Greg Baxter

SVP Customer Engagement, edynamic

Rahul Khosla

CEO edynamic & Co-founder Criteek

We are a global digital marketing and technology agency focused on customer engagement.

OUR SERVICES DRIVE GREAT CX OUTCOMES

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• Demand Generation

• Content Strategy & Production

• Personalization Strategy

• CX Strategy

• UX Research

• Customer Journey Mapping

• Multi-Device, Multi-Channel experience design

EXPERIENCE MARKETING

• Technology Strategy

• Mobility and IoT

• Marketing Automation

• Social Listening

• CXM Platforms

• CRM

• Cloud Consulting

• Analytics and Business

Intelligence

• AI

• Commerce Platforms

TECHNOLOGY

Old commerce doesn’t work

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68%Shoppers abandon shopping carts.

It’s not about getting catalogs up

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Old Commerce Doesn’t Work…

Outward focused – get product

catalog up and push out content.

Source: Baymard Institute

Headwinds

Amazon continues to take significant

market share away from all types of

retailers.

New entrants are changing the

landscape.

Old distribution models don’t work.

1.1 1.1 Trillion in web-influenced retail

sales in the US in 2017.

Omni-channel customers shop

more frequently and spend 3.5X

more than other shopper types.

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Commerce Has Changed, Forever…

The Web will account for, or influence,

59% of US retail purchases by 2018.

Source: Deloitte, eBay, Forbes, Forrester, PWC, Google, US Government Census,

TechCrunch, Retail TouchPoints, Statstica, International Business Times

75% US shoppers who already buy online.

4 Trillion in merchandise is

abandoned in shopping carts, but

63% could be recovered.

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Commerce Has Changed, Forever…

72% of young shoppers research

their options online before actually

making it to a store.

Source: Deloitte, eBay, Forbes, Forrester, PWC, Google, US Government Census,

TechCrunch, Retail TouchPoints, Statstica, International Business Times

Because the buyer

has changed.

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The buyer journey has become complex..more channels, more

devices and an increasingly sophisticated customer

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There is a new customer journey

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Aware

Appeal

AskAct

Advocate

Personalized content

drives a significant

part of the path to

purchase.

CX drives commerce

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SuccessfuleCommerceis customer experience.

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94% of customers have

discontinued communication

with a company because of

irrelevant messages.

Source: Blue Research


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55% of retailers say their

top priority is optimizing

the customer experience

and to create a seamless

experience across

channels.

Source: Retail TouchPoints


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The number of retailers

that could be classified as

omni-channel nearly

doubled this year — 63%

compared to 33% in 2016.

Source: Retail TouchPoints


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Retailers are looking to engage

and attract audiences through

new social media channels,

such as Snapchat and

Instagram.

Source: eMarketer Retail

Contextual commerce is all about focusing on CX

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Contextual commerce is the game-changing idea

that merchants can seamlessly implement purchase

opportunities into everyday activities and natural

environments.

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Contextual Commerce is a game-changer

Brands will

implement

eCommerce

into everyday

activities.

eCommerce is truly omni-channel.

Mobile users are on the site to research. Mobile

(phone and tablet) accounted for 59% of all

sessions by device on e-commerce sites, these

mobile browsers made up just 38% of revenue.

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Mobile is where the journey starts

Mobile is the

start of the

ecommerce

journey.

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Contextual Commerce Means you Compete on CX.

Brands are expected to deliver seamless and unified shopping experiences,

personalized for each consumer across channels, to maximize sales.

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Once you’ve got the context, you can connect…

The right customer the right content the right time the right channel to drive sales

But there are problems…

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No single view of the customer

Dated, stitched together platforms

Business value of CX not recognized

Data accessibility

No “content in context” strategy

Lack of personalization

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Marketers face challenges…

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Content Commerce Consumer

are separate

• Brands promote product “out” rather than bringing customers “in”

• Separate systems do not provide context or personalization

• Disjointed systems fail to deliver end-to-end shopping experience

• Cart is not always the end state– it could beginning or the middle depending on how a business manages the customer

• High costs, slow time-to-market, customer dissatisfaction

© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Old ecommerce platforms don’t meet modern commerce needs

It’s time to rethink the approach to commerce

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1. Invest in a new breed of connected

commerce platform

2. Know your customer

3. Deliver relevant content, especially UGC

4. Make commerce a seamless continuation

of cross-channel conversations, and be

mobile-first

5. Personalization improves CX

Best practices for

contextual commerce

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A new breed of connected platform…

Best practices for

contextual commerce

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A new breed of platform to deliver contextual experiences

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Content Commerce Consumer

WCM, Commerce, Automation, Omni-channel

Powerful contextual intelligence

Integrates with hundreds of 3rd party solutions

Flexible cloud deployment options

Recognized leader by Gartner & Forrester

Thousands of customers

Sitecore partnership pre- through post-sale

Sitecore commerce provides one integrated platform

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ContextualIntelligence

ContentManagement

Omni-channelAutomation

MobilePrint

Apps

Email

Social

Federated

Web Content Management

Commerce

Full feature set

1. A pricing engine

• To price individual products and whole categories of products with ease.

2. A promotion engine

• To run offers on individual products and product categories.

3. Order management

• To capture, monitor, and edit customers’ purchases.

4. A catalog manager

• To organize, merchandise, and manage your products.

5. A profile manager

• To gather, track, and personalize on customers’ activities.

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Best practices for

contextual commerce

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Know your customer, intimately…

Know your customer

The first step to customer

experience success is not

personalization, but collecting

data to know your customer.

One of the single most important

imperatives for every marketing

operations team is to fight against

data fragmentation and find ways

to unite the whole marketing stack

at the data layer.

Chiefmartech.Com

Know your customer

We have unprecedented

access to data as every

aspect of the shopper journey

is being digitized.

SVC helps to understand the full context of CX

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Nutricia Danone

75% increase PM in sales

140% increase PM in re-buy

Best practices for

contextual commerce

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Deliver relevant content

Content fuels the customer experience

• Product content is KING – not just SKU

• Content MUST be relevant

• Content needs to connect across

channels

• Variety in types of content including video

• UGC such as reviews

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Content

The signposts and fuel

stops on your customers

journey.

Shoppers who interact with UGC are 97% more

likely to convert with a retailer.

This is because 85% of consumers find UGC more

influential than brand-made content. Consumers

value UGC for its authenticity and crave to see

products in realistic settings.

90% of consumers admit that comments and

reviews made by other shoppers influence their

likelihood of purchasing.

60% of customers aged 13-24 say that YouTube

videos influence what they buy.

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User generate content is critical

UGC will be

more important

than ever.

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Video is social and creates network effects

Video was shared

at about 2x the rate

of any other

content type

source: Zuum Social

ROI with video

on Facebook is

5x more than text

Facebook 2017

2X 5X

Newton Running: improved customer experience drives sales

The Situation

• By placing the Criteek Product Widget on their Product

Pages, they gave shoppers an easy way to watch,

share, upload and record video product reviews

• Newton Running took advantage of their 20,000 person

email database to generate review-volume

The Solution

• Newton Running were attracting visitors, but not

converting them to sales

• They already had text reviews, but wanted a more

engaging customer experience in a bid to improve

conversion rates

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42

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Newton Running results: engaged customers stay longer…and buy more.

Increase in dwell time72%

Increase in page views64%

Drop in bounce rates8%

23%Increase

in conversion

Building brand experiences with Sitecore Commerce

HomeFashionGroups uses their digital channels to connect with customers. They capture pictures of furniture from customers, in real life not a studio, along with ratings and reviews. These go into the printed catalogue. They are connecting their shoppers.

43© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Best practices for

contextual commerce

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Make commerce a seamless

continuation of cross-channel

conversations, and be mobile-first

Cross Channel – Mobile First!

Mobile is where product research happens.

The desktop is often where it closes.

Social is often where decisions are made.

Mobile commerce now

represents 34% of

global eCommerce

transactions

Social is critical to building relationships

Unilever buys Dollar Shave Club for 1 Billion.

Dollar Shave Club excels at conducting

authentic-seeming conversations with

customers over social media.

Unilever will gain access to all the data and

analysis the startup has on its customers.

The key to Dollar Shave

Club's appeal is not so

much its online prowess

but the fact that it built a

powerful brand

in four years.

Best practices for

contextual commerce

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Personalization improves CX

Every Customeris an Audience

of One.

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78% of customers are more

likely to make another

purchase from brands that

provided targeted, relevant,

and personalized offers.

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WHEN IT ALL COMES TOGETHER

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Fabulous outdoor lighting options for your favourite place!

Source: FB Lighting Camp

GeoIP: New York

Referrer URL: Lowe’s

Visit#: One

Visit #: Two

GOAL: Article Read

GOAL: Video Watched

Profile: Interest Lighting

Profile: Energy Efficiency

Profile: DIY Enthusiast

Profile: Deck Lighting

Profile: High Budget

Profile: Research Phase

Profile: Evaluation Phase

Engagement: LOWStrategy: Engage & Build Trust Channel: Website Personalization

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GeoIP: New York


Visit#: One

Visit #: Two

GOAL: Article Read

GOAL: Video Watched

GOAL: Video Review

GOAL: Add to Cart

GOAL: Checkout

GOAL: Email Nurture






Profile: Existing Customer



Profile: Decision Phase

Email: [email protected]


?

Strategy: Cross Sell/Upsell Channel: Email Nurture Marketing Engagement: MEDIUM


GeoIP: New York


Visit#: One

Visit#: Two

Visit#: Three

GOAL: Article Read

GOAL: Video Watched

GOAL: Video Review

GOAL: Add to Cart

GOAL: Checkout

GOAL: Email Nurture

GOAL: Social Login

GOAL: Second Purchase






Profile: Existing Customer

Profile: High Value Customer



Profile: Decision Phase

Name: Janet Wilson

Email: [email protected]

Phone: 764 3900 4576


?

Strategy: Cross Sell/Upsell Channel: Email Nurture Marketing Engagement: MEDIUM

Access Special DIY Ideas!

Channel: Social Media Marketing Engagement: HIGH

Janet Wilson

Outdoors

Lighting

Patio

Questions?

Contextual Commerce: Best Practices for Winning with Customer Experience with Sitecore Commerce

Marketing

Transcript of Contextual Commerce: Best Practices for Winning with Customer Experience with Sitecore Commerce