David Bowen, Product Manager, EPiServer
Rising to Challenges of the 'Multi-Multi' World
User Journey
User Journey
Digital Marketing
Online Sales
User Journey
User Journey
User Journey
User Journey
User Journey
Google is the principle driver of traffic
Conversion is king
Customer must be at the heart of every decision
Multi-Channel
Multi-Site
Multi-Language
Multi-Currency
Multi-Market
Multi-Brand
Opportunities for Brands
Evolving mobile devices with increasing features
Maturity of social media and online communities
Development of content interface technologies
Manage by Market
Market
Catalog
InventoryPricing
DiscountsSettings – Tax/Payme
nt ..
Manage Markets
Web
Mobile
Social
In-Store
Call Centre
Channels
Market
Eng
lish
French
Sw
ed
ish
CatalogInventoryPricingDiscountsSettings
Manage Markets
Customers
Brand A
Brand B
Multi-Channel / Multi-Market
Single platform for managing sites across geographies and channels, including web, mobile, social and in-store.
Enabling a seamless and consistent brand experience regardless of channel.
Provides tools to monitor performance and optimize results.
Tablet Customers
Tablet owners are generally wealthier
Consumers now shop more often with tablets that mobiles
1.5% higher conversion rate
Social Reach
Social Reach
Social Reach
Social Reach
Testing
Digitisation of Brand Experience
“Buy anywhere, fulfil anywhere” – Forrester
Empowering both customers and store sales with best-in-class mobile and interactive technologies.
– Prevent loss of in-store sales– Create an endless aisle
Entire floor becomes point of sale, brand ambassadors deliver differentiated customer experience.
Source: Forrester, Microsoft
Source: Forrester, iQmetrix
Source: Forrester, Critical Mass
Source: Forrester, Critical Mass
Source: Forrester, AR Door website
Source: Forrester
Source: Forrester
Source: Forrester, Infinite Peripherals
Customer Expectations
Source: Forrester, North American Technographics Retail Online Survey
“A customer who shops both online and in-store is worth almost six times as much”
Forrester
Customers don’t interact with companies from a “channel” perspective
Reconfigure resources and capabilities to stay ahead of the change as consumer technology
adoption and behaviours change.
Source: Forrester
Stay Flexible
Early stage in multichannel - Impossible to predict future channels
Mistakes can be costly, working out where to invest can be very difficult
Agility is Required– React to changes in trends or behaviour quickly– Make customer interaction consistent across all
channels– Build an infrastructure that allows flexibility
Without product content – ERP dataField Value
Item number
12345-22
Item name SHOE FTB 13
Price 1399.00
On stock 188 pcs
Shelf no in warehouse
12A
No. per pallet
122
Pallet weight
166 kg
Suppl. Itno 3476-3
Brands need content - in all channels
WebCMS
FILESERVER
E-COM
Text DB
Supplier
Productowner
Marketing
C:\My docs
Image DBERP
InDesigndocs
PLM
Sales
Content spaghetti
Multi-channel Product Content
Product Content in PIM
“The commitment to agile commerce is not just about doing what is right for the customer and doing it faster; it is about driving a return on investment (ROI).”
Brian K. Walker from Forrester
Personalisation & Context
68
Affiliates /
Marketplaces
Social
Networks
CMS
Commerce
Integration
CMSCommerce
Affiliates /
Marketplaces
Social
Networks
Integration
EPiServer
Content, Social, Personalisation, Campaign Measurement and Testing
Website Mobile Social In-storeCall
CentreOffline Print
Marketplace
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