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8/7/2019 Demandware Mobile Commerce
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Copyright 2009 Demandware, Inc. - Confidential
Mobile Commerce The New Must Have
1
Scott Todaro, Sr. Director Product Strategy, Demandware
Brian Walker, Principle Analyst, Forrester ResearchLarry Promisel, VP eCommerce, Barneys New York
Scott Todaro, Sr. Director Product Strategy, Demandware
Brian Walker, Principle Analyst, Forrester ResearchLarry Promisel, VP eCommerce, Barneys New York
A Few Housekeeping Items Before We Get Started: To Join the Teleconference: 1 (916) 233-3087 or Use Microphone and Headset
Access Code: 263-406-747
Presentation Content:
Will be made available for download at www.demandware.com
Email will be sent to notify you of its availability
Questions: Please ask questions via Chat
A Few Housekeeping Items Before We Get Started: To Join the Teleconference: 1 (916) 233-3087 or Use Microphone and Headset
Access Code: 263-406-747
Presentation Content:
Will be made available for download at www.demandware.com
Email will be sent to notify you of its availability
Questions: Please ask questions via Chat
http://www.demandware.com/http://www.demandware.com/http://www.demandware.com/http://www.demandware.com/8/7/2019 Demandware Mobile Commerce
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Copyright 2010 Demandware, Inc. - Confidential
Agenda
2
Demandware MobileScott Todaro, Demandware
Mobile LandscapeBrian Walker, Forrester Research
Mobile in ActionLarry Promisel, Barneys New York
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Copyright 2010 Demandware, Inc. - Confidential
Demandware Solution
Email Recommendations Analytics Marketing
Ratings & Reviews
Integrated 3rd PartyExtensions & Applications
Community and
Knowledge Assets
Documentation APIs Knowledge base Forums Expertise
Feature-rich, enterprise-class
Industry leading merchandising Continuous innovation through
automatic upgrades Secure, reliable, scalable Highly-extensible Standards-based
On-Demand eCommerce Platform
Demandware combines the leading, on-demand ecommerce platform, a community of knowledgecontributors and assets, and a marketplace of pre-built ecommerce integrations to empower retailers todeliver the most effective and tailored shopping experiences for consumers across all digital channels.
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Copyright 2010 Demandware, Inc. - Confidential
Demandware MobileThe First Browser-Agnostic Mobile Storefront
4
Our customers are using theirphones to check their email,
look up information and shop,so a mobile storefront is a greatopportunity for us to broadenthe ways our consumers can
interact with our brandPaul Zaengle, Sr. Director eCommerce,
Columbia Sportswear
Unique Features
Works with all major smartphone browsers
Active Merchandising
Present personalized content
Dynamic search results and ordering
Tailored promotions
Experience optimization with A/B tests
Core Features
Search
Store Locator
Navigation
Catalog
Pricing
Checkout
Content
Security
Inventory
HTML 5
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Copyright 2010 Demandware, Inc. - Confidential
Brian Walker, Principle Analyst, Forrester
Research Focus
Brian serves eBusiness & Channel Strategy professionals
He researches the effect that technology advancements, operational needs, andchanging consumer behaviors have on the online retail industry
Previous Work Experience
Brian is a seasoned Internet and eCommerce leader with extensive experienceworking with a wide range of commerce platforms and related technologies
Brian has more than 13 years of experience in eCommerce and online marketing:
Amazon.com
Classmates Online Eddie Bauer
Expedia.com
5
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
Mobile Commerce: Getting started
and mapping out your strategy
Brian K. WalkerPrincipal Analyst, CommerceForrester Research
June 15, 2010
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
Agenda
The state of mobile commerce today
A look at the mobile ecosystem
Getting started
Integrating Mobile into your eCommerceenvironment
Recap
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
The State of Mobile Commerce
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Entire contents 2009 Forrester Research, Inc. All rights reserved.
Daily Usage Of Mobile Data Soars AmongUS Smartphone Users
January 2010 Engaging Smartphone Users
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Entire contents 2009 Forrester Research, Inc. All rights reserved.
Broad spectrum of categories have beenpurchased via mobile commerce
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Entire contents 2009 Forrester Research, Inc. All rights reserved.
But Customers Use Devices ForMultichannel Scenarios
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88% of US smartphone owners were satisfiedwith their most recent purchase via their phone
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Entire contents 2009 Forrester Research, Inc. All rights reserved.
Mobile Presence Of Retailers Today
Which of the following best describe your mobile eCommerce?
Source: The State of Retailing Online 2010: Marketing Report, a Shop.org reportconducted by Forrester Research14
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Entire contents 2009 Forrester Research, Inc. All rights reserved.
Types Of Mobile Content & Capability OfferedBy Retailers
Most popular
1. Product and price information
2. Store information
3. Alerts for online sales &specials
4. Customer ratings and reviews
5. Coupons6. Shipping notification
Other less popular features
Store maps/layouts
In-store product availability
User manuals and other productinformation
Expert reviews
Gift registry access Easy payment options
Loyalty program access instores
What kind of information and alerts does your company currently offer customers via its mobile app/site?
Source: The State of Retailing Online 2010: Marketing Report, a Shop.org reportconducted by Forrester Research15
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Entire contents 2009 Forrester Research, Inc. All rights reserved.
The Mobile Traffic Is Already There
Young:
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Entire contents 2009 Forrester Research, Inc. All rights reserved.
Percent of Revenue from Mobile
Young:
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Entire contents 2009 Forrester Research, Inc. All rights reserved.
Most Retailers Are Very Early In TheirMobile Planning
18
Which of the following best describes your mobile strategy today?
Have a strategy, implemented it, now refining it
Dont have a strategy
Early stage; developing a strategy
Have a strategy
Have a strategy and starting work
More mature
Less mature
Source: The State of Retailing Online 2010: Marketing Report, a Shop.org reportconducted by Forrester Research
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Planned Mobile Investment Levels For 2010
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Young:
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
The Mobile Ecosystem
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
Apps Ecosystem
iPhone AppStore
Android AppMkt
BlackberrysAppWorld
WindowsPhone
Marketplace
Palm AppCatalog
Nokia OviSamsung
MobileApplications
Launched 7/2008 11/2008 4/2009 11/2009 6/2009 11/2009 1/2009
Number ofApps
> 185K >30K >3K < 1K 1M N/A
Approx.Device Mkt
Share18% 3.5% 21% 9% (WM) 2%
46%(Symbian)
N/A
Source: Gizmodo, Distimo, jkontherun.com, Morgan Stanley Research, Forrester Research
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Entire contents 2009 Forrester Research, Inc. All rights reserved.
The Information Age Enters A New Era
January 2010 The Splinternet by Josh Bernoff22
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Entire contents 2009 Forrester Research, Inc. All rights reserved.
In the past eCommerce was focused on onesite, maybe optimized for multiple browsers.
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But now that investment and effort issplintered across multiple platforms.
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
We Are Early In The Evolution Of MobileCommerce
Image Source: http://nearemmaus.files.wordpress.com/2010/04/evolution.jpg
Un-optimizedwebsite
Mobile Weboptimized site
Mobile Weboptimized siteswith detection
iPhone App Android App
Windows
Mobile App
RIM App
HTML 5?
http://nearemmaus.files.wordpress.com/2010/04/evolution.jpghttp://nearemmaus.files.wordpress.com/2010/04/evolution.jpg8/7/2019 Demandware Mobile Commerce
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
Getting Started
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
Remember - Consumers have threeneeds that must be met across channels:
1. Information
2. The ability to transact3. Service
App or no app, not necessarily important to the customer
Source: Using Digital Channels To Create Breakthrough Multichannel Relationships by Henry Hartevelt
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
The Mobile Web Is Where You Should FocusToday
Serves a majority of customer use cases
Does not require a customer download
Lower development and service costs
Easier to manage the changes happening tothe applications ecosystem
Interesting customer experiences are possible
on the mobile web too
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
Build Apps to Drive Brand, Loyalty, Experience,& Enhance Speed
Examine what your brand andproducts and examine if anapplication is needed to supportthat customer experience
Particularly suited to very stickysites with frequent visitors
Other benefits include improvedspeed or the interaction, offline use
If apps make sense, for most it willmake sense to focus on iOS
Largest share of the smartphone market
Simplify execution by focusing
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
Measurement: Key Mobile KPIs CloselyMirror eCommerce KPIs
1. Revenue transacted through mobile devices
2. Mobile site traffic
3. Average order value
4. Number of mobile app downloads
5. Number of customers who have opted in for SMS, dailydeals, coupons, etc.
6. Product searches via mobile devices7. Repeat visits/log-ins
8. Mobile site/app satisfaction
*Ranked in order of usage
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
Integrating Mobile Into YoureCommerce Environment
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Device/Browser Detection
WAP Site iPhone/ Android
Site
WindowsMobile Site
RegularWebsite
eCommercePlatform / Services
content customer Orders
content content content
orders
Dont make this mistake when implementing mobilewebsites, replicating data & causing mgmt challenges.
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Device/Browser Detection
WAP Site iPhone/ Android
Site
WindowsMobile Site
RegularWebsite
eCommerce Platform / Services
content customer Orders
33
Build a scalable approach to serving your mobile websites which leverages your eCommerce ecosystem.
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Entire contents 2009 Forrester Research, Inc. All rights reserved.
mCommerce Shopping WebServices
DeviceApp
DeviceApp
eCommerceSites
eCommerce Platform / Services
Mobile WebSites
34
And as you develop applications, this same approach isa requirement, leveraging a services based approach.
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Entire contents 2009 Forrester Research, Inc. All rights reserved.
Mobile Reporting Structure
Who owns mobile strategy and management within your organization?
Source: The State of Retailing Online 2010: Marketing Report, a Shop.org reportconducted by Forrester Research35
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
Final thoughts
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is now
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As a result, eCommerce is now
eCommerce
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eCommerce
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Develop an approach where you canserve customers in context
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Context
Content Capability
Customer
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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.
Thank You
Brian K. Walker
blogs.forrester.com/brian_walker
twitter.com/bkwalker
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Larry Promisel, VP eCommerce
Leads the ecommerce team at Barneys New York
Incredible growth rates at Barneys New York Industry speaker and panelist
Seasoned veteran with luxury ecommerce atBluefly, Coach, and Bloomingdales
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Barneys.com
Going Mobile
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Mobile Assessment
Prior to Q4 2009 Users presented with full site
Mobile presence difficult to shop
Opportunity and landscape
Strategy Compelling presence and brand extension
Upwardly mobile
Easy to shop
Accessible
Mitigate technical and management resources
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Buy or Build?
Several compelling 3rd party vendors Similar offerings Cost & integration Management & resources
Demandware Mutually beneficial
Built in and upgrades Cost and resource effective
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To App or not to App?
Decided on multi platform Cast wide net Build with potential extensions Experience/ branding vs. selling
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Launch Q4 2009
Phase I Full catalog
Active inventory
Intuitive navigation Mimics full site
One handed
Searchable
Tailored images
Secure checkout
Shared cart
Configurable
By device By browser
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Post Launch
Innovate and integrate Phase II Restaurants
Social media Marketing
Google Partners
Email Direct to mobile
Optimize by device Lifestyle Shortcodes/ SMS
Phase III IPhone/ IPad App
Location based Service/ feedback
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Marketing
Email Link - Bberry users Email to promote
Partners Marketing collateral Site
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Analytics
Consider, Measure, Compare Traffic, Sales, Conversion, Average Order
Devices, Browsers, Operating Systems
Marketing Sources
Search
Store Drivers
Loyalty
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Copyright 2010 Demandware, Inc. - Confidential
Thank You!
Q&A via GoToMeeting