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Coffee and Commerce: Integrate Content to Bring Your Brand to Life
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Coffee and Commerce: Integrate Content to Bring Your Brand to Life


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  • 1. Coffee and Commerce: Integrate Content to Bring Your Brand to Life Kelly O’Neill, Sr. Director, Commerce Jess Iandiorio, Sr. Director, Product Marketing
  • 2. Agenda 1.  What happens when content & commerce experiences are separate? 2.  How does the experience change when there’s seamless integration? 3.  5 strategies for closing the content & commerce integration Gap 4.  How can Drupal help?
  • 3. A Christmas Story...
  • 4. A Christmas Story... My Needs •  Inspiration •  Education •  Guidance •  Selection •  Assurance •  Consistency
  • 5. A Christmas Story... My Needs •  Inspiration •  Education •  Guidance •  Selection •  Assurance •  Consistency All at the point of purchase…& Now!
  • 6. Conflicting Forces Convergence Digital & Physical Marketing & Merchandising Content & Commerce Speed of business Always connected consumers Real-time decisioning Same day delivery
  • 7. Creating Competing Needs Shopping Experience Management Commerce Operations
  • 8. The Result…
  • 9. The Result…
  • 10. The Result…
  • 11. Commerce Realities •  You need to deliver a better experience •  You have investments and systems in place across your ecosystem •  Wholesale change is not a reality •  A new, phased approach is required
  • 12. European rail pass company owned by 30 European train operators Annual revenues €650M Site launched mid 2013, serves 25K+ visitors each day
  • 13. Research, shop, plan and share Explore any country across Europe Easily share planning with friends & family
  • 14. Easily compare travel packages across family, days & locations Find the best and click through to complete your transaction
  • 15. Forrester’s Recommendations Many of the companies we spoke with told us that they plan to have the WCM platform eventually lead the entire end-to-end digital experience, with the commerce platform acting as a service layer… making strategic bets on future mergers, partnerships, or “promised” product road maps is fraught with risk. Base your decisions on the solutions available in the market today, and don’t be afraid to mix and match best-of-breed solutions from different camps. …
  • 16. Acquia’s Recommendations •  •  •  •  •  •  Organize for success Create your brand magazine Develop your commerce roadmap Move at the speed of commerce Empower your customers Embrace your community –  Customers…and developers
  • 17. 5 Strategies for Integration #1 Reorg for Success Evangelism Brand Owned Brand Influenced Customer Journey Brand Building Merchandising Retail Acquisition Legacy Discovery Purchase Investigation Retail Acquisition Today Brand Owned
  • 18. 5 Strategies for Integration #1 Reorg for Success Evangelism Web Manager: Select and implement tech to meet requirements Brand Awareness Marketer: Get customers to the site Interest Merchandisers: Convert prospective customers to customers and brand evangelists Discovery Customer Journey Purchase Digital Experience Manager: Provide an Investigation Research integrated digital experience Purchase across all aspects of 
 the customer Retail Acquisition Evangelism Legacy Today journey
  • 19. 5 Strategies for Integration #2 Hire like you’re a publisher “The Internet requires every become a publisher. Content is the currency within our social Web,” Rachel Tipograph, Gap director of global digital and social media. Source: brands/ sociomantic-retailers-aspublishers/
  • 20. 5 Strategies for Integration #3 Invest in tech that breaks content silos
  • 21. 5 Strategies for Integration #4 Adopt Agile development practices Today’s requirements Legacy Approach 1.  Limited flexibility 2.  High total cost of ownership 3.  Poor, inadequate functionality 4.  Inability to quickly innovate 1.  Agile & iterative 2.  Cloud-enabled, low TCO, 
 test before invest 3.  Able to stay current with functional requirements 4.  Fast time-to-market Requirements Design & Architecture Requirements Development 
 & Coding Quality Assurance & Software Testing Design & Architecture Test & Feedback Implementation Maintenance & Support Development
  • 22. 5 Strategies for Integration #5 Let your brand advocates tell the world
  • 23. Drupal •  A community of 1M+ users & developers •  Enterprise standard hosting with integrations to legacy platforms •  Decoupled content creation & presentation •  Integrated platform for Content, Community & Commerce
  • 24. Acquia Commerce Cloud! Move quickly and test before you invest. Build on the most secure, reliable, and scalable Drupal-tuned platform. Consistency across devices, channels, and the next social craze.
  • 25. Acquia Commerce Cloud! Create the most content-rich, socially immersive, and rewarding shopping experiences to build brand love.
  • 26. The Best Development Platform! The leading continuous integration development platform →  Speed time-to-market with features like integration with code repositories, automated deployment, and automated tests to ensure code quality → 
  • 27. Application Assurance! Ensure application quality across performance, security, and Drupal best practices →  Optimize launch success by eliminating risk → 
  • 28. Uptime Assurance! →  When downtime is measured in dollars, Acquia offers multiregion failover to provide disaster recovery-as-a-service.
  • 29. The best hosting service ! for Commerce! →  →  We work 24x7 so you don’t have to Ensure dollars with the most secure, highly performing, and reliable hosting service Guaranteed Uptime Certified security and compliance Global footprint Data Assurance Elastic, resilient resources that respond to demand The most secure Drupal-tuned platform available We work 24x7 so you don’t have to – For both application & infrastructure Nightly backups and 4 hour DR snapshots
  • 30. Thank you! Kelly O’Neill: Jess Iandiorio: For more information: