Transform Your Business With Salmon Ecommerce Services · across every touchpoint in support of...
Transcript of Transform Your Business With Salmon Ecommerce Services · across every touchpoint in support of...
www.salmon.com 1
Defining Ecommerce Experiences for the World’s Leading Brands
and their Customers with Strategy and Design Services
Transform Your Business With Salmon Ecommerce Services
www.salmon.com 2
Over 25 years in the making, Salmon defines, delivers
and drives outstanding ecommerce experiences for
the world’s leading brands, helping them transact more
digitally and deepen engagement with their customers.
Supporting client platforms that generate $5billion in
annual revenue, we are WPP’s largest global digital
commerce consultancy.
Tech know-how. Deep experience. Outstanding design.
All brought together in high-performance strategies.
Salmon has been defining commerce experiences for customers of the world’s leading brands since 1989.
Our strategies enable clients to engage digitally with their audiences and transact more business. Exploring
workable innovation, we test ideas to help shape how people transact in the future.
With hands-on experience across B2C and B2B industries, we define:
• multichannel strategy meeting your customers’ channel profiles and providing a seamless, integrated
experience across journeys
• platform / technology mapping, exploiting the latest technologies for a consistent customer experience
across every touchpoint in support of your strategy
• UX and UI design definition: every element of the customer journey, should be immersive, engaging and
memorable. No less.
• optimal organisational design: how to set up your resources to harness digital capabilities and excel in a
connected world
• success criteria tangibly supporting your KPIs and creating impact
DEFINING OUTSTANDING ECOMMERCE PERFORMANCE
Defining ecommerce solutions for leading brands:
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Our ApproachOur approach is determined by your vision,
customer needs, your organisation’s multichannel
maturity and where Salmon can create a powerful
impact. For some clients we start from scratch, for
others we refine existing strategies.
We usually start with a look at the big picture;
your operating space and competitors. We listen
closely to your business challenges and tackle
them as if they were our own.
It’s important to identify your differentiators and
assess how they compare to your competitors,
and importantly, how to translate these points of
difference, whether it’s price, product, or service
to your digital presence.
The end strategy turns conceptual thinking into
reality. We define a journey that delivers an
outstanding customer experience, and is balanced
and optimised for commercial gain.
We believe that if we create a proposition that
combines experiential with commercial, it gives
clients the best of both worlds.
Benefits• With Salmon, you’re tapping into commercial
expertise honed over 25+ years. Our
consultants have worked in leadership roles
in multichannel and understand ecommerce
across sectors. And, we have the expertise
to show you how to incorporate digital
opportunities into your business model.
• Leverage our pioneering retail experience.
Retailers have long led the use of digital
technology, they demand solutions fit for a
complex environment, as well as scale. This
experience translates equally to B2B and
D2C. Don’t risk uncharted territory when you
can tap into the strategies and technologies
that we know to work and deliver commercial
success.
MULTICHANNEL STRATEGY
We develop clear, long-term multichannel strategies that put the customer centre stage,
and bring digital technology to every touchpoint
Salmon were able to convey to us clearly and succinctly what we should focus on and how best to realise our
vision. They made a number of recommendations that we are now implementing and we are already starting
to see improvements relating to site performance and search.
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• Improve engagement and dialogue before,
during and after a customer interacts with your
brand. How? We put the customer first, not the
technology.
Our ServicesMarket and competitor review
Take a thorough look at your marketplace through
website audits, market insight and data, for a
deeper understanding of competitor propositions
and the trading climate.
Customer analysis
To establish your current situation we develop
an understanding of your positioning, customer
perceptions and how your customers interact with
your current technology.
Strategy definition
To define your strategy we take the opportunities
and differentiators we have identified and match
them against your KPIs and vision. We then create
a high level roadmap to plan execution.
Technology and team capability review
We inform your particular business needs so you
can make confident, knowledge-based changes to
roles and structure.
Organisational engagement and readiness
Once we have a vision in place we secure buy-in
across your business with a communication and
engagement plan.
Resourcing
We help fill resource gaps with qualified staff, on-
or offsite, or backfill while you allocate resource to
a project.
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Our ApproachOur goal is to make sure that technology works for
you, not against you. And we work with the latest
digital technologies to ensure we’re applying
innovation that makes a difference. With our
deep experience in multichannel architecture,
development, integration and support we guide
you to the right decisions, at the right time.
We don’t believe that ‘one size fits all’ and instead
base our strategy and recommendations on our
understanding of your business and goals.
Benefits• Align technology strategy with multichannel
business goals to create a roadmap for
success.
• Use our technology consulting services for
key components of your IT strategy, such
as programme governance, information
management, enterprise architecture,
integration or platform and software selection.
Our ServicesTechnology strategy definition
Draw on our expert consultants to define your
proposition and jointly agree goals, approaches
and project scope.
Information management
With a 25+ year heritage, you can trust Salmon to
show you how to protect and share your data.
Enterprise architecture
Whether you plan to implement a new architecture
or an individual system, we create a clear
roadmap to aid selection and deployment.
Platform, solution or software selection
We use our ecommerce and multichannel
experience and understanding of your vision
to recommend the right technologies for your
business, leveraging innovation that works.
TECHNOLOGY STRATEGY
Turn your multichannel vision into realistic technology blueprints that deliver an end-to-end
portfolio of services
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That relationship (with Salmon) has meant we’ve been able to work seamlessly to improve both our online and offline customer experience.
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Our ApproachOur website design solutions start and end with
the customer. With this shared understanding
of user experience we consider the end-to end
customer journey as well as your business needs.
We use an iterative design process to achieve
genuine innovation, reduce risk and put customers
in control. These user-centred design processes
draw on research to develop a user experience
that’s based on hard evidence, not opinions.
Benefits• Our team’s expertise spans the full service
with research, design, content and front-end
development skills.
• We have unparalleled experience of designing
ecommerce customer experiences that delight
customers and deliver high-impact ROI.
Our ServicesUser Experience Services Research
With our methods for observation, contextual
inquiry and other feedback methodologies
you can develop invaluable insight into user
behaviours, needs and motivations.
Competitor analysis
Assess the competition so you can establish
differentiation, unique propositions and new
opportunities.
Information architecture
We create digital property that has a logical and
consistent structure and easy-to-find content.
Interaction design
Use our research and design expertise to meet
the demands of, and inspire, your consumers.
USER EXPERIENCE DESIGN
A positive user experience means every element of the customer journey, from navigation
to payment and delivery, is simple, immersive and thoughtful
One of the best experiences we had in the whole journey with Salmon with MorrisonsCellar was the usability labs. We
used it for the first one and we had such a good experience, we continued to use it throughout the project and it was
actually a key part in the delivering such a quality solution.“
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Heuristic evaluation
Our usability experts review and optimise your
digital property against best practice.
Usability Testing Services:
Usability testing
Investigate website usage and use prototypes to
test theories and inform your design.
Eye tracking
Identify which online areas grab attention and
which are ignored.
Interactive prototypes
Test assumptions and eliminate barriers as early
as possible with working models of your site.
Inherent value testing
We observe how people interact with your existing
digital property to see what works well and where
you need to improve.
Rapid iterative testing and evaluation
This powerful usability process helps us to iterate
the design quickly during testing to make the most
of what we’ve learnt.
Research Services:
Diary studies
We conduct this powerful research to discover
how customers fulfil a need and uncover their
behaviour over a period of time.
Customer experience mapping
Customer journey mapping is crucial to help
co-ordinate cross-channel design and identify
opportunities for new or improved interactions.
Persona development
Through these user portraits we can communicate
critical customer behaviour data in a format that’s
easy to understand and remember.
Contextual inquiry
We observe users’ daily interactions with products
or services for a detailed insight on tasks, pain
points and user preferences.
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Our ApproachOur UI designers craft interfaces that go beyond
function. We make designs that are attractive to
look at and enjoyable to use.
The designs we create triumph because of
our whole project lifecycle knowledge. We
understand how digital works – we only paint
pictures we can build. And we do it powerfully.
Take a look at audi.co.uk for instance.
Benefits• Count on Salmon’s full service, inhouse team
to collaborate with you from inception, through
development, to go-live.
• Go beyond colours and logos. Translate
multichannel brand strategies into meaningful
digital experiences and stay true to brand
values.
• Our developers and creative team collaborate
from the very beginning to reduce headaches
during implementation.
Our ApproachArt direction
Salmon creates outstanding, deeply engaging
online experiences through stunning design. Each
and every time.
Digital brand strategy
We can help you make the most of your brand and
evolve your identity in today’s digital-first world.
We also create digital style guides to maintain
consistency across all channels, from apps to
websites.
Idea generation
Our process is inclusive, not exclusive. We
workshop all ideas and allow creativity to flourish
from the beginning and throughout the process.
USER INTERFACE DESIGN
Give your online business its voice with a strong visual presence that expresses your
brand values and deeply engages your customers
As an omnichannel games specialist, it is important for us to continue to deliver excellence and value for gamers
across all our channels. Salmon has helped our online proposition stay strong and with the collaboration, we look
forward to growing our digital market share and delivering excellence to gamers.“
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Concept creation
We maintain focus on your users’ needs
throughout the visualisation process to make the
most of the aesthetic experience.
Design advice
Consult with our design team for expert input on
colour theory, visual semiotics, typography, visual
hierarchy, grid-based design and visual language
systems.
Creative design
Design is not just about solving problems, it’s
about delighting and engaging users. We
transform functional into beautiful.
Accessibility analysis
Stunning visuals are only part of the challenge.
We match creativity against accessibility to ensure
your site reaches the widest possible audience.
Interaction design
We view user inputs as sacred, so we consider how
our outstanding static imagery interacts with the
user. Every interaction contributes to the overall
experience.
Content production
Content needs careful curation. We do this by
ensuring visual assets achieve the best quality.
Design quality assurance
Our job doesn’t end when the website has gone
live. We use thorough audits to make sure the
overall vision carries through to every element of
the site.
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Our ApproachIn an intense two-to-four-week discovery
programme, we work together to share expertise
and knowledge. Our aim is to reduce risk and
shorten the development and testing phases.
At the end of the discovery phase you will have a
design that meets, and even exceeds your vision.
From here, our in-house team can develop a
solution to turn this vision into reality.
Benefits• Keep your vision in constant sight with clear
communication and involvement. We ensure
all of our team members grasp the proposition
first-hand and that all other stakeholders
attend the playback sessions.
• Use our workshops to identify any gaps
with the platform and other components.
At the workshops we present options for
customisation and have open discussions on
functionality, interfaces, data, performance and
other non-functional requirements. Workshops
also give you the chance to incorporate
industry trends and learn from our experience
with other leading merchants.
• You can see changes being made instantly, without
the frustrating delay of decisions being taken away.
• Quality governance gives you assurance of
our high standards – we implement stage
gate reviews to confirm deliverables are of the
highest standard.
SOLUTION DESIGN
We combine our discovery team’s ecommerce and multichannel expertise with your
knowledge and vision
Salmon added real value in many areas throughout the project. Great leadership, great experience through discovery
in understanding the capabilities of the platform to take a vision and transform that into something we could deliver
very quickly.“
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Ken Platt, Head of Multi Channel eCommerce Delivery, Morrisons
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Our ServicesData architecture services
Our designs include logical and physical data
models. These not only aid understanding of the
solution, but feed into the detailed implementation
phase.
Wireframe development
We rapidly create wireframes and page designs as
part of a high-level solution. Then we continue to
iteratively develop it until we agree on the design.
User journey key page creation
Early in the visual design process we identify key
pages so we can produce accurate user journeys.
Together, we can then establish and enhance the
visual design.
Style guide and indicative visual designs
Style guides and indicative visual designs give you
early sight of the visual design solution, so that you
can feedback and contribute to the design process.
Technical design
Our design process has two stages. Firstly, with our
high level design, we place the new solution into
the context of all the other existing components.
This highlights how the new design will interface
and interact. For the second stage, we produce a
detailed design which the development team uses
for understanding and to begin the coding phase.
Non-functional design
We address non-functional requirements such as
page response time and browser compatibility,
as part of the overall process of achieving your
vision. This way the solution meets your goals and
performs in the way you expect.
Security
Security is an integral part of all of our designs. This
means we design safe, secure systems rather than
layering in security once we’ve finished the design.
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Our ApproachWith our standardised methodology your
environment can be up-and-running quickly, using
best practice virtualisation and cloud techniques.
Then we refine and optimise as your online
presence grows.
We use our tried and tested processes to ensure
build quality and stability through automation and
cloning techniques.
Benefits• Boost uptime and availability for transactions
with designed-in resilience.
• Build in flexibility and scalability with
virtualisation and cloud technologies as
transaction volumes increase.
• Robust security designed in at every level,
from network components to software
configuration.
• Deploy releases, upgrades and content
change without system outages.
Our ServicesEnvironments definition
We define the types of environments needed,
from system test, to user acceptance testing (UAT)
to production and disaster recovery (DR). We
define the requirements for each environment,
based on factors like flexibility, resilience, security,
scalability and growth targets and other KPIs.
Environments design
We work with hosting partners to design
environments using the latest technologies.
Integrated and automated build, release and
deployment toolsets
Clients benefit from a consistent and high quality
infrastructure delivery with a standardised build
process. With continuous integration we identify
and resolve issues before they affect downstream
systems.
INFRASTRUCTURE DESIGN
There’s no substitute for experience. Especially when it comes to infrastructure design that
is flexible, scalable, resilient and secure
We want to be able to concentrate on doing business and evolving, and doing new things for customers. We want the technology and operations to be seamless and therefore not for any of our sales people or any of our staff to think about it - it just works!“
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Russell Harte, Head of Multichannel Development and Delivery, DFS
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Push-button deployment mechanisms
Reduce lead times with our tools tailored for this
purpose, all with full audit capability.
Build and release mechanisms
We perform automated regression tests as part
of deployment and execute security tools against
published secure coding standards.
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©2016 Salmon Ltd. All rights reserved. All company and product names, brands and symbols mentioned herein are brand names and/or registered trademarks of their respective owners.
For more information,email: [email protected] visit: www.salmon.com
ABOUT SALMON
Salmon is a global digital commerce consultancy
– the largest in WPP’s network of companies. We
define and deliver market-changing solutions and
customer journeys for the world’s leading brands.
Established in 1989, with operations in London, New
York, Melbourne and Beijing, Salmon clients include
AkzoNobel, Argos, Audi UK, DFS, Halfords, Premier
Farnell, Sainsbury’s and Selfridges.
The Delivery & Operations Services and
Optimisation Services brochures present Salmon
services to deliver transformative ecommerce
platforms, and sustain high performance once
implemented.