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Ecommerce Technology Workshop
DECLUTTER:
Tools That Will Take You Further
Bernardine Wu | CEO | FitForCommerce
June 7, 2016 | IRCE | Chicago
#IRCE16
#IRCE16
ECOMMERCE TECHNOLOGY WORKSHOP - S1
HousekeepingTwitter: #IRCE16
Wireless Network: IRCE_HOTSPOT
Email or tweet questions throughout to:
techworkshop@fitforcommerce.com
@FitForCommerce
Polls- app
https://irce16.cnf.io/
Breaks outside the room:
10:15 - 10:30 am
12:15 - 1:15 pm Lunch
2:20 - 2:35 pm2
IRCE Tech Workshop 2015
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ECOMMERCE TECHNOLOGY WORKSHOP - S1
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IRCE Tech Workshop Legacy
Email techworkshop@fitforcommerce.com for feedback and suggestions for next year!IRCE Technology Workshop
4
2010
• Ecom Guide to the Galaxy
• ECP
• OMS
• Site Search
• Online Merchandising Tools
• Personalization Tools
• Data Integration
2011
• Evolving EcomTech
• CMS
• The Cloud
• Open Source Ecom
• M-Commerce
• HTML5
• ECP
• EcomOrganizations
2012
• Tomorrow’s Tech
• Cross-Channel Commerce
• Tech Budgeting
• Leading Edge Tech
• Social / Mobile Tech
• Product, Content, Asset
• ECP
• Marketing Tech
2013
• Syncing tech investments with business
• Choosing major systems
• Tech for e-marketing
• Mobile
• Product data and content
• 5 Hot New Tech
2014
• Get Smart: A Roadmap for Sound Technology
• PIM
• Platform Selection
• CRM
• Going Global
• Mobile Commerce
• 5 Hot New Tech
2015
• Tech Stack for Omnichannel
• Replatforming
• Design Partner & SI
• Product, Content, Asset
• Single View of the Customer
• International Ecom
• Innovations in Omnichannel
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Time # Description
8:30 – 8:45 Welcome and Introduction
8:45 – 9:30 1 Out with Omnichannel, In with Personalization and Customer Centricity
9:30 – 10:15 2 CTO and CMO Mashup: Impact of Technology on Marketing
10:15 – 10:30 Break
10:30 – 11:15 3 News Ways to Sell – Expanding Your Reach
11:15 – 12:15 4 Making Sure Your Technology Keeps You in Touch with Your Customers–Wherever They Are
12:15 – 1:15 Lunch
1:15 – 1:35 5.1 Let’s Get Tactical: Pricing Strategies and Tools
1:35 – 1:55 5.2 Let’s Get Tactical: Shipping and Logistics
1:55 – 2:20 5.3 Let’s Get Tactical: Analytics
2:20 – 2:35 Break
2:35 – 3:15 6 Selling from Around the World – Addressing Global Technology Considerations
3:15 – 3:35 7.1 Innovation Now, Best Practice in 2017: Social Commerce
3:35 – 3:55 7.2 Innovation Now, Best Practice in 2017: iBeacons and Wearables
3:55 – 4:20 7.3 Innovation Now, Best Practice in 2017: Innovation Tools
2016 Tech Workshop
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FitForCommerceis a specialized consultancy founded to help online businesses accelerate growth.
Trusted advisor to hundreds of retailers.
Omnichannel Diligence™is a philosophy and our methodology based on an investment and due diligence mindset for decision-making to ensure success.
We are the help.
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ECOMMERCE TECHNOLOGY WORKSHOP - S1IRCE Technology Workshop
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Some of our
CLIENTS
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Strategy without Tactics
is the slowest route
to victory.
Tactics without Strategy
is the noise before defeat.
Sun Tzu
“The Art of War”
9
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ECOMMERCE TECHNOLOGY WORKSHOP - S1
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ECOMMERCE TECHNOLOGY WORKSHOP - S1
ECP OMS
WMS
CRM
Site Search
Ratings & Reviews
eMerchandising
eMarketing
SEO/SEM
Comparison
Engines
Affiliate
Social
Mobile
Web Analytics
Personalization
PinterestTwitter
Rich Internet
Apps (RIA)Loyalty
Zoom
360°
eCatalog
Searchandising
Quick View
Marketplaces
Payment
CMS
Customer Care
Call Center
CR
MCustomer Satisfaction
Measurement Gifting
Security PCI Fraud
Hosting
Logistics
Fulfillment Returns
Inventory
Chat
CDNPerformance
Click-Recording
eCommerce Galaxy
MCP
Omnichannel
Global
DataWH
ERP
Retargeting
PIMDAM
© FitForCommerce
Google+ YouTube
1
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eM
erc
han
dis
ing
eM
arke
tin
g
Cu
sto
mer
Exp
eri
en
ce&
Fu
nct
ion
alit
y
Tech
no
logy
Op
era
tio
ns
Co
nte
nt
Man
agem
ent
P&L / Budgeting
eCommerce / Omnichannel Strategy
Organization
A Framework
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Retailers will focus on established retail practices in 2016
SORO 2016 Key Metrics Business Objectives
“What are three new things that you haven’t yet deployed that you expect to invest in for your business in 2016?”
Investment Focus 2016
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Best Practices Checklists &Key Questions to Ask Providers
Pick up at front of the room
Download PDFs: www.fitforcommerce.com/resources/best-practices/
Affiliate Marketing B2B eCommerce Comparison Shopping / Marketplaces Consultancy / Professional Services Content Delivery Networks Content Management Systems CRM Systems Customer Care Customer Satisfaction Measurement Data Mining / Warehousing eCommerce Platforms Enterprise Resource Planning (ERP) Email Marketing Forecasting Products Gift Card / Certificates International eCommerce Internet Security ISP / Hosting Logistics Loyalty / Promotions
Mobile Commerce Multi/Cross/Omni-Channel Online Catalog / Catalog Management Online Customer Support / Demos / Chat Organizational Design Order Management Systems (OMS) Product Content Onboarding/Publishing Payments / Fraud Services Personalization Point of Sale (POS) Product Information Management (PIM) Responsive Design Rich Media Search Engine Marketing (SEM/PPC) Search Engine Optimization (SEO) Shipping Site Search Social Media Web Analytics Web Design / User Experience Website Performance / Monitoring
Resources
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Over 50 Topics!
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• Knowledge base with 1000s of best practices, feature assessments and other content
• Searching and sorting for 100s of eCommerce Solutions
IRCE Technology Workshop
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eCommerceKnowHow.com
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So, why are we here?
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LET’S GET STARTED!
techworkshop@fitforcommerce.com@FitForCommerce
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Out with Omnichannel, In with Personalization and Customer Centricity
IRCE 2016 | Ecommerce Technology WorkshopJune 7th, 2016 | Chicago
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Daniel MoureCMOPureFormulas.com
John MinardiSr. Director, Enterprise DigitalCVS Health
Speakers
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But once you get the customers to your stores or sites, what are you going to do then?
Retailers are actively investing in omnichannel initiatives
This is the
WOWeffect
• Real-time personalization• Maximizing engagement
with customers• Building strong, trusted
relationships
$
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FitForCommerce Survey & Annual Report:
Omnichannel & Marketing at top
Content Management & Personalizational next
Mobile & Analytics follow
Personalization is a Top Priority
Source: FitForCommerce Annual Report: “Let’s Get Personal”
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Of respondents list a lack of talent as a challenge in their personalization efforts. Retailers are finding tools and methods to work through this #1 challenge.
Of the retailers believe that they have the data needed.
Of the retailers that have the data believe their data is actionable and that they know what to do with it.
67%
67%
33%
But there are challenges…
Source: FitForCommerce Annual Report: “Let’s Get Personal”
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Define your goals AND know your customer
Are we looking to increase purchases?Do we want to convert more visitors to leads?Do we want visitors to spend more time on the site?
Who is the target customer?How should we break them into personas?Can we define what their relationship is with the brand?
How to Start?
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Dedicate Resources• Part-time efforts will not pay off
• IT and business managers need to work hand-in-hand to define and support the personalization strategy
Evaluate Existing Processes• Evaluate the current technology leverage for your data
management processes. Will it support your short term AND long term personalization strategies?
• If a change needs to be made, identify the roadmap to get there partnering with IT, business side and upper management are in agreement.
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• Homepage – provide content related to her last visit
• Product Detail Page – provide social proof of how many
friends have “liked” the product
• Email - After a purchase, provide an email asking about the recent
purchase and offering a promotion on complimentary items
• Retargeting – with ads featuring products the consumer has
expressed interest in• Testing – Don’t start a personalization campaign without a testing tool
• Start with a plan – define the what/the who• Always run A/B tests on an ongoing basis to optimize
performance.
Get the basics right before jumping into complex personalization efforts AND TEST, ADJUST, TEST
Start Simple
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Collect & Analyze data smartly• Are you collecting the basics? Age, gender, and location?• Analyze customer behaviors across channels and devices • Determine if a cloud solution is right for you• If leveraging a cloud solution, understand what data they
use and how they get it
• Be transparent with your customers - let them opt in / out• Make it clear what data is being collected• Builds trust and loyalty
Set Expectations
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And now….your sneakers, I mean speakers
ECOMMERCE TECHNOLOGY WORKSHOP - S1
PureFormulas.com is a leader in the online health supplement space, distributing the purest and highest-grade natural supplements.
Our mission is to maintain daily motivation & passion for healthy living, with a focus on high-level customer service and quality products.
ECOMMERCE TECHNOLOGY WORKSHOP - S1
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Content, Context, and Superior Customer Service
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WOW YOUR CUSTOMERS on their first visit to turn them into lifelong advocates
LEVERAGE TECHNOLOGYto deliver dynamic content & OPTIMIZE EXPERIENCE
GET PERSONAL to take your customer experience to the next level and beat the competition
Key Topics
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WOWDefining your
Factor
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Free
Shipping
Loyalty
Program
Free
Returns
Secure
Shopping
Free
Samples
Same Day
Shipping
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Trust &Credibility
Phone Chat Social Tips & Resources Videos
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Touch Points
Picked and
Packed!
Confirmation Shipped Delivered! Reviews
#PureFormulasLove
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Leverage Technology and deliver
Inspired Experiences to the connected consumer
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Big Data: From Descriptive to Prescriptive
RawData
CleanedData
StandardReports
Ad HocReports &
OLAP
GenericPredictiveAnalytics
PredictiveModeling
Optimization
Co
mp
eti
tive
Ad
va
nta
ge
Analytics Maturity
What happened?
Why did it happen?
What will happen?
What is the best thatcould happen?
Sense & Respond Predict & Act
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ECOMMERCE TECHNOLOGY WORKSHOP - S1
GetPERSONAL
ECOMMERCE TECHNOLOGY WORKSHOP - S1
First time visitor. Arrived through paid search.
• Focus on paid search and grow organic search
• Online Video Ads
• Paid Media
• Paid Social
• Product-Related Content
• Product Video
• Blogs
• SEO Content
• Product Comparisons
• Cookie User
• Determine Content Consumption
• Remarket Campaign
• Personalization, Hyper-Targeting
Capture Convince Cross-Sell/Up-Sell Convert
Mary
Business Impact Increase awareness of the brand’s offering, engage users by driving them to the site, and increase overall demand.
Flow example: Awareness & Education
• Improve Reviews
• Highlight Value Prop.
• Improve UX & Nav.
ECOMMERCE TECHNOLOGY WORKSHOP - S1
Flow example: Acquisition
Visited the site in last 30 days. Visited a specific category. Consumed price comparison content.
• Remarketing
• Relevant Keyword Search
• Product Content
• Comparison Content
• Live Chat Support
• Hyper-Targeting • Cart Abandonment Email
Capture Convince Cross-Sell/Up-Sell Convert
John
Business Impact Converting visitors into shoppers.
• Improve Education
• Educate on Products
• Educate on Benefits
New customer. 40+ years old. Vitamins interest. Lives in NYC. Created favorites & wish list.
• Welcome Email Series
• Loyalty Program
• Profile Completion
• Opportunity to Segment
• Introduce Tools & Features
• Premium Content
• Videos & Tutorials
• Trigger Special Deals, Events
• Wish List
• Express Checkout
• Autoship
Welcome Engage Educate Empower
Patricia
Business Impact Adoption of accounts, tools and services to reduce future attrition.
Flow example: Onboarding
• Simplify Set-Up
• Use of Benefits
• Show Rewards & Relevant Offers
ECOMMERCE TECHNOLOGY WORKSHOP - S1
Query via
search engine
Taken to relevant page(s) via natural search
Search/Category
& Landing pages
Filters by price, brand, rating, offers, social content
Reinforce value proposition along journey
SPECTRUM OF PERSONALIZATION
Product detail
Pages
Reads reviews, watches video, compares multiple options
Personalizing offers
Add to Cart
Given relevant cross-sells, offers
Pay in store vs pay online
Checkout
Ships to multiple addresses, loyalty points, reviews products, redeems coupons, wish list
Store-to-store transfers for Pharmacy
Store pickup for store items
Loyalty
Build the customer profile, engage via web, social and mobile
Deep integration of pharmacy and front store purchases
MARY JOHN PATRICIA
ECOMMERCE TECHNOLOGY WORKSHOP - S1
NEW VISITOR ACQUISITION ONBOARDING
MARY JOHN PATRICIA
Healthy Living for 1st Time Visitor Fitness Targeted Banner – Great Deals Hyper-Targeting
Relevant Content
ECOMMERCE TECHNOLOGY WORKSHOP - S1
46
Getting Personal in Healthcare
New enterprise pharmacy management experience that offers customers a single view into an household prescriptions, with a choice to dispense across any of the
CVS prescription delivery channels.
ECOMMERCE TECHNOLOGY WORKSHOP - S1
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Don’t let IT be a four letter word in an organization
Technology STRATEGY is a JOURNEY and can be achieved in realistic chunks TOGETHER
GET PERSONAL with BIG DATA concepts and solutions
SECURITY challenges should not limit your TECHNOLOGY STRATEGY
IT Tips for Success
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WOW YOUR CUSTOMERS on their first visit to turn them into lifelong advocates
Acquire & LEVERAGE the right TECHNOLOGY TOGETHER
OPTIMIZE the EXPERIENCE for the connected consumer [anywhere engagement]
GET PERSONAL to take your customer experience to the next level
Tips for Success
#IRCE16
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Daniel Moure
John Minardi
PUREFORMULAS
techworkshop@fitforcommerce.com
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