Ecommerce Technology Workshop DECLUTTER: Tools That …assets.cdnma.com/8721/assets/presentations/IRCE16... · Ecommerce Technology Workshop DECLUTTER: Tools That Will Take You Further

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:

[email protected]

@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

https://irce16.cnf.io/

#IRCE16


#IRCE16


IRCE Tech Workshop Legacy

Email [email protected] 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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#IRCE16


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

#IRCE16


7

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.

#IRCE16

ECOMMERCE TECHNOLOGY WORKSHOP - S1IRCE Technology Workshop

8

Some of our

CLIENTS

#IRCE16


Strategy without Tactics

is the slowest route

to victory.

Tactics without Strategy

is the noise before defeat.

Sun Tzu

“The Art of War”

9

#IRCE16


#IRCE16


ECP OMS

WMS

CRM

Site Search

Ratings & Reviews

eMerchandising

eMarketing

SEO/SEM

Comparison

Engines

Affiliate

Email

Social

Mobile

Web Analytics

Personalization

Facebook

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

#IRCE16


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

IRCE Technology Workshop

14

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

15

eCommerceKnowHow.com

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So, why are we here?

#IRCE16


LET’S GET STARTED!

[email protected]@FitForCommerce

#IRCE16


#IRCE16


Out with Omnichannel, In with Personalization and Customer Centricity

IRCE 2016 | Ecommerce Technology WorkshopJune 7th, 2016 | Chicago

#IRCE16


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

$

#IRCE16


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”

#IRCE16


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”

#IRCE16


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?

#IRCE16


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.

#IRCE16


• 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

#IRCE16


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

#IRCE16


And now….your sneakers, I mean speakers


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.


#IRCE16


Content, Context, and Superior Customer Service

#IRCE16


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

#IRCE16


WOWDefining your

Factor

#IRCE16


Free

Shipping

Loyalty

Program

Free

Returns

Secure

Shopping

Free

Samples

Same Day

Shipping

#IRCE16


Trust &Credibility

Phone Chat Social Tips & Resources Videos

#IRCE16


Touch Points

Picked and

Packed!

Confirmation Shipped Delivered! Reviews

#PureFormulasLove

#IRCE16


Leverage Technology and deliver

Inspired Experiences to the connected consumer

#IRCE16


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

#IRCE16


GetPERSONAL


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.


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


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


NEW VISITOR ACQUISITION ONBOARDING

MARY JOHN PATRICIA

Healthy Living for 1st Time Visitor Fitness Targeted Banner – Great Deals Hyper-Targeting

Relevant Content


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.


#IRCE16


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

#IRCE16


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


Daniel Moure

John Minardi

PUREFORMULAS

[email protected]

Documents

Ecommerce Technology Workshop DECLUTTER: Tools That …assets.cdnma.com/8721/assets/presentations/IRCE16... · Ecommerce Technology Workshop DECLUTTER: Tools That Will Take You Further