Why It's Time for an Experience-Led Commerce Strategy
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Transcript of Why It's Time for an Experience-Led Commerce Strategy
A global agency for creative ideation, commerce solutions,
mobile innovations, integrated marketing and digital content.
~
We are passionate about delivering memorable customer
experiences that generate measurable business results.
BORN
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Recogni(on that we have won:
North America (New York HQ) Founded 2011
Europe (London HQ) Founded 1987
Asia (Chennai HQ) Founded 2007
28 Years and Award Winning
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Source: Forrester Research Online Retail Forecast, 2012 to 2017
International expansion is on every roadmap
Global Marketplaces
Explosive growth in emerging markets is forcing brands to address their unique needs
An over-reliance on IT
Marketing is dependent on IT for everything from content updates to page layouts
IT
Page Layouts
Landing Pages &
Experiences
New Templates
Content Updates
OpMmize Experiences
Update Social Media
3rd Party IntegraMons
Code Deployments
IT
Page Layouts
Landing Pages &
Experiences
New Templates
Content Updates
OpMmize Experiences
Update Social Media
3rd Party IntegraMons
Code Deployments
Inefficient Content Workflow
Content workflows and managing content assets is limited
New Content for Website
Hi Tim, Attached is the updated content for the new marketing landing page. Thanks! Amanda
Transformation is not easy, but it’s not optional
74% of retailers reported that their online sales grew 10% or more in 2014, and big investments are planned for 2015
Source: Forrester Research, The State of Online Retailing 2015
Enabling blended experiences
60% of organizations reported that commerce and marketing teams function in silos.
“As a content and commerce marketer, The North Face has a strategic imperative to stimulate emotional connections and maximize customer value.” ~R. Shay Miles*
*http://www.cmswire.com/cms/digital-marketing/discussion-point-can-one-firm-provide-complete-digital-experience-026277.php **http://digiday.com/brands/sociomantic-retailers-as-publishers/
“Consumers are no longer looking for shopping experiences that are distinctly separate. Today, consumers are looking to shop within content.” ~Rachel Tipograph**
43.0%
14.5%
-‐33.9% -‐40.0%
-‐30.0%
-‐20.0%
-‐10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
Stock Performance (2007-‐2012)
Source: Forrester Research and Wartermark Consulting
Customer Experience
Laggards
S&P 500 Index Customer Experience Leaders
Customer Experience is Critical
https://solutions.forrester.com/age-of-the-customer/cio-cmo-strategy-3115Q-3763IK.html?intcmp=mkt:ban:ah:blueprint
Emotion, not price
Source: Gallup State of the American Consumer
“Customers purchase based on price when there is no emotional connection to a particular retailer” ~Gallup
Barney’s Content Drives Conversion
“Customers who read Barneys' editorial site spend 40% more than those who don’t” ~Matt Linder, Internet Retailer
https://www.internetretailer.com/2015/03/24/barneys-relaunches-its-e-commerce-site-more-personalization
Overall Vision: Best of Breed Commerce Suite
→ Experience Management → Transactional Platform / Commerce Platform → Share and enrich content and products between exp. mgmt. and commerce
systems → Storefront Site / Mobile Apps / etc. → Deliver cart & transaction from storefront to backend systems → SLA / Support / Services to ensure all components are up and performing well → Search Experience Building Tools → Visitor Identification, Profile Management, and Personalization → Back office Systems (OMS, PIM, ERP)
Experience Management
Commerce Platform
Payment Gateway
Pricing Rules Cart PIM Other Commerce Systems & Technologies
Multi-channel shopping experiences
Commerce Platform
Commerce Systems & Technologies
Commerce Today
Experience Management
Commerce
Payment Gateway
Pricing Rules Cart PIM Other Commerce Systems & Technologies
Multi-channel shopping experiences
Home Page Category Page Product Page Content Page Article Page
Experience Management
Commerce
Commerce Systems & Technologies
Puma Deployed the Acquia Platform & Demandware to Unify Content and Commerce to Deliver a Beautiful Global Commerce Experience.
Lush Cosmetics launched on the Acquia Platform, bringing their in-store experience online and saw a 53% increase in online sales
All Rights Reserved© 2015 34
Omni-Channel drives revenue Single biggest incremental revenue opportunity for retailers
All Rights Reserved© 2015
• Simplifies back office integration via advanced API architecture• Enables virtually any consumer presentation - unlimited "store layouts"• Provides for a complete suite of digital commerce technology with no need for replatforming
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Omni-channel Challengescommercetools solution enables organizations
• Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software. November 2013.
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Retailers
• Efficient and Agile• Drives top line revenue growth through omni-channel enablement• Allows for focus on business, not technology• Budgets uses to drive business value, not platform and integration• Never re-platform again
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Consumers have high demands to omni channel offerings
Performance matters and defines conversion Modern and future-proven architecture
60% of your customers expect
omni-channel capabilities
Define delivery time and provide same day delivery - 91%
More than 80% of all customers use
their smartphone in retail stores
View local inventory online - 89%
Source: Forrester, Nielsen
0-1 1-2 2-3 3-4 4-5 5-6Page Load Time
✓ Modern and future-proven technology stack
✓ Enterprise-ready (PIM, Customer + Order Management)
✓ Open API
✓ Software-as-a-Service with continuous delivery (no license)
✓ Cost-Efficient
✓ Global customer base
Source: Wallmart
Commerce-as-a-Service
✓ Omni-Channel API
✓ High Performance (<100ms)
✓ Future-proven „Beyond Mobile“
✓ Supports Java, PHP, iOS and many more
Advantages of Commerce as a ServiceEnterprise eCommerce software combined with efficient infrastructure services
All Rights Reserved© 2015 39
CaaS reduces complexity
Webshop ERP CRM BI Andere
PIM
CM
OM
Marketing
Int.
Analytics
InventoryShipping Integra
tion
REST API
ERP
CRM
BI
Andere
Building Omnichannel Capabilities
• Unlimited front end creativity through Drupal• Enterprise PIM• Unlimited data modeling• Enterprise discount/promotions/pricing engine• Unlimited custom development capability yet all devops, scaling etc are taken care of
for you• Enables mobile first, true omni-channel• Supports B2B and B2C on one unified platform• Scalability, security etc.• Support
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What makes us enterprise?
All Rights Reserved© 2015 42
About us• Founded in 2006
• 50+ Enterprise customers worldwide
• 20 Partner agencies worldwide
• 80% B2C — 20% B2B customers
• 50+ Open Source Repositories on Github (1 update/month)
• 100+ feature releases per year
• +100 e-commerce projects
• +1.300 registered developers and merchants
• >5.5 Mio. API calls per day
• >75 employees (>60% developers)
• 3 offices: Munich, Berlin, New York
• Since 2014 part of the REWE Group (> €55bn revenue)
Revolutionizing luxury retail one runway at a time
• It’s about ultimate access o Curate the runway within an hour of the show o NEW YORK, LONDON, MILAN, PARIS, BERLIN, MOSCOW,
SYDNEY…
• For our luxury clientele o Age 35–50 o Shops 6–9 times a year o Resides in over 150 countries
• To an enviable portfolio of marquee, established & emerging brands o Hermès, Rochas, Oscar de la Renta, Burberry, D&G
In 2014 we embarked on a BHAG
• Establish a top notch, in-house product & technology function
…so we could…
• Build a new, flexible ecommerce platform with integrated content management system
• Migrate & integrate business data/systems • And launch a brand new, fast/responsive website
Key Themes
• Romance the product o Yet don’t let form outweigh function
• Tell stories o Yet don’t create editorial
• Native mobile & website o Yet each must have a purpose
• Honor our brands o Yet not lose sight of our own
Making it Visually Compelling (romancing the product)
A 6 month, iterative design process…
• That created over 1000 design files, revisiting every page, flow and function of our site…
• Resulting in a completely restructured site, designed in parallel for desktop/iPad/iPhone…
• With a focus on long form, scrollable pages…
• And an attention to detail
…right down to our “about us”
Making it Engaging (telling stories)
Using stories & content to support the act of commerce, not detract from it…
• No separate “editorial” section
• Integrate content throughout site o Completely programmable home page, landing pages, category
pages, product grids, product pages, designer profiles, search results…
• Yet, user testing told us content must be relevant to placement o …it’s all about context
About the Speaker
Keiron McCammon is a serial entrepreneur, speaker & advisor
• Co-founder/CTO of Kaboodle, pioneer of social shopping, acquired
by Hearst • Co-founder of Poshmark, mobile-first used fashion marketplace,
leader in space • Founder/CEO of Bonfaire, preorder ecommerce, acquired by Moda
Operandi • And now CTO at Moda Operandi
http://onehandedblogger.com/