Global Challenges At The Corner of Content And Commerce - David Braun, Ralph Lauren

Global Challenges At The Corner of Content And

CommerceDave Braun, Sr. Director – Application Services, Ralph Lauren

Will Ackerman, Engagement Manager, Akamai

©2013 AKAMAI | FASTER FORWARDTM

Q&A

What was the first product type that was sold by the Ralph Lauren Corporation almost 47 years ago?

• A. Chinos

• B. Polos

• C. Men’s ties

• D. Dress shirts



Q&A

What types of products and services does the Ralph Lauren Corporation NOT sell today?

• A. Perfume

• B. Food

• C. Cars

• D. Eyewear



•80+ countries

where RL

product is

sold

•210M+ units sold

yearly

•700+ factories

in 45

countries


•100M+ yearly site visits

©2013 AKAMAI | FASTER FORWARDTM©2013 AKAMAI | FASTER FORWARDTM

Cinematic

Aspirational

Enriching


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Global Commerce

• Over the past 12 years, RLC has been purchasing licenses back from companies that sold RL products internationally

• 2000 – Most EU markets

• 2001 – Italy

• 2007 – Japan

• 2010 – Korea, China

• 2013 – Australia / New Zealand


Global E-Commerce

• As Ralph Lauren’s global commerce needs grew, e-commerce needs grew as well. We looked to Akamai to provide scale infrastructure given

current partner restrictions.

• US-based data centers

• SLAs that could not be met in

international locations

• No geo-location or mobile re-direction

functionality

• No personalized content


E-commerce Chronology2000 ………… 2007 2008 2009 2010 2011 2012 2013

North America

Initial US

launch, JV

with NBC

RL purchases

NBC stakeUS US mobile

Marketing

Sites &

Interactive

Features, US

Club Monaco,

CA, US

Europe

UK FR, DEUK, FR, DE

mobile

DE, AT, BE,

LU, NL, PT, ES,

IT

Marketing

Sites &

Interactive

Features EU

Asia Pacific JP KR

GSI / Ebay Enterprise v9


Internally Hosted MS Sharepoint

Branding Brand

IBM Websphere Commerce


Technology Footprint

(Current)

••

Greensboro, NC

(US & all EU

Marketing Sites)

(JP, KR)• Hong Kong


Las Vegas

(US)

•

Secaucus, NJ

(CMUS, CMCA, UK,

FR, DE, AT, BE, LU,

NL, PT, ES, IT)


Akamai Contracts Gone Wild

2000 ………… 2007 2008 2009 2010 2011 2012 2013

North America

Initial US

launch, JV

with NBC

RL purchases

NBC stakeUS US mobile

Marketing

Sites, US

Club Monaco,

CA and US

Europe

UK FR, DEMobile UK,

FR, DE

DE, AT, BE,

LU, NL, PT, ES,

IT

Marketing

Sites EU

Asia PacificJP KR



Internally Hosted MS Sharepoint

Branding Brand

IBM Websphere Commerce


Global Troubles At The Corner of Content and Commerce

• Tremendous expectations in terms of delivering pixel perfect, immersive, delightful user experiences

• Lack of dedicated staff to manage and implement business rules

• Time to market affected due to partner limitations

• Akamai / Ralph Lauren relationship was splintered based on missed

expectations

• Ambiguous technology ownership


Akamai’s Professional Services To The Rescue

RL brought in Akamai professional services in early 2012

• Promote a global view of Akamai functions

• Implement global functions across sites and infrastructures

• Standardize Akamai configurations

• Promote a single primary relationship between RL and Akamai

• Institute global change management procedures

• Provide a single point of contact for strategy and guidance

• Integration into RL’s Project Initiation process

• Define a single business process to communicate requirements and

functional design to Akamai.


Achievements in the past 18 months

• While fractured infrastructure stays consistent, implemented these features globally:

• Geotargeting

• Content targeting

• Mobile re-direction

• Optimized and consolidated Akamai configurations to simplify maintenance

• Re-designed change management and support processes globally

• Promoted program management for Akamai features / functions

• Consolidated contracts to remove complexity, enhancing

communications between RL and Akamai, enabling new technologies

• Significant site performance improvements with more to come….


The Future At the Corner….

• Aqua Ion

• Front-end optimization

• Real User Monitoring

• Global re-platforming, leveraging Akamai as a strategic partner to

ensure delivery of immersive, delightful user experiences.



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Global Challenges At The Corner of Content And Commerce - David Braun, Ralph Lauren

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