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Global Challenges At The Corner of Content And Commerce - David Braun, Ralph Lauren
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Global Challenges At The Corner of Content And Commerce - David Braun, Ralph Lauren

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In this session, you will hear the evolution of Ralph Lauren’s Web presence – from site performance to mobile performance – and how they deliver content globally to their online shoppers. Hear from …

In this session, you will hear the evolution of Ralph Lauren’s Web presence – from site performance to mobile performance – and how they deliver content globally to their online shoppers. Hear from Ralph Lauren on how they are leveraging the Akamai Professional Services team to help simplify and accelerate their needs, standardizing and centralizing their various platforms approach and different delivery needs across the globe. The speakers will showcase metrics around user experience and performance improvement. They will also talk about future roadmap. See David Braun's Edge Presentation: http://www.akamai.com/html/custconf/edgetv-commerce.html#content-and-commerce

The Akamai Edge Conference is a gathering of the industry revolutionaries who are committed to creating leading edge experiences, realizing the full potential of what is possible in a Faster Forward World. From customer innovation stories, industry panels, technical labs, partner and government forums to Web security and developers' tracks, there’s something for everyone at Edge 2013.

Learn more at http://www.akamai.com/edge

Published in: Business, Technology

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  • 1. Global Challenges At The Corner of Content And Commerce Dave Braun, Sr. Director – Application Services, Ralph Lauren Will Ackerman, Engagement Manager, Akamai
  • 2. Q&A What was the first product type that was sold by the Ralph Lauren Corporation almost 47 years ago? • A. Chinos • B. Polos • C. Men’s ties • D. Dress shirts ©2013 AKAMAI | FASTER FORWARDTM ©2013 AKAMAI | FASTER FORWARDTM
  • 3. Q&A What types of products and services does the Ralph Lauren Corporation NOT sell today? • A. Perfume • B. Food • C. Cars • D. Eyewear ©2013 AKAMAI | FASTER FORWARDTM
  • 4. •700+ factories in 45 countries •210M+ units sold yearly •100M+ •80+ countries where RL product is sold yearly site visits ©2013 AKAMAI | FASTER FORWARDTM ©2013 AKAMAI | FASTER FORWARDTM
  • 5. Cinematic Enriching Aspirational ©2013 AKAMAI | FASTER FORWARDTM
  • 6. ©2013 AKAMAI | FASTER FORWARDTM
  • 7. Object Count: 95 Size in MB: 1.207 Length of time to download: 1.503 seconds ©2013 AKAMAI | FASTER FORWARDTM ©2013 AKAMAI | FASTER FORWARDTM
  • 8. ©2013 AKAMAI | FASTER FORWARDTM
  • 9. Object Count: 115 Size in MB: 3.588 Length of time to download: 2.09 seconds ©2013 AKAMAI | FASTER FORWARDTM
  • 10. ©2013 AKAMAI | FASTER FORWARDTM
  • 11. Object Count: 248 Size in MB: 3.812 Length of time to download: 5.51 seconds ©2013 AKAMAI | FASTER FORWARDTM ©2013 AKAMAI | FASTER FORWARDTM
  • 12. Global Commerce • Over the past 12 years, RLC has been purchasing licenses back from companies that sold RL products internationally • • • • • 2000 – Most EU markets 2001 – Italy 2007 – Japan 2010 – Korea, China 2013 – Australia / New Zealand ©2013 AKAMAI | FASTER FORWARDTM
  • 13. Global E-Commerce • As Ralph Lauren’s global commerce needs grew, e-commerce needs grew as well. We looked to Akamai to provide scale infrastructure given current partner restrictions. • • • • US-based data centers SLAs that could not be met in international locations No geo-location or mobile re-direction functionality No personalized content ©2013 AKAMAI | FASTER FORWARDTM
  • 14. E-commerce Chronology 2000 Europe Asia Pacific 2007 RL purchases NBC stake 2008 2009 US 2010 2011 2012 US mobile Marketing Sites & Interactive Features, US Club Monaco, CA, US UK North America Initial US launch, JV with NBC ………… FR, DE UK, FR, DE mobile 2013 DE, AT, BE, LU, NL, PT, ES, IT Marketing Sites & Interactive Features EU JP KR GSI / Ebay Enterprise v9 GSI / Ebay Enterprise v10 Internally Hosted MS Sharepoint Branding Brand IBM Websphere Commerce ©2013 AKAMAI | FASTER FORWARDTM
  • 15. Technology Footprint (Current) Las Vegas • (US) • • Greensboro, NC (US & all EU Marketing Sites) Secaucus, NJ (CMUS, CMCA, UK, FR, DE, AT, BE, LU, NL, PT, ES, IT) • Hong Kong (JP, KR) ©2013 AKAMAI | FASTER FORWARDTM
  • 16. Akamai Contracts Gone Wild 2000 Initial US launch, JV with NBC Europe 2007 RL purchases NBC stake 2008 2009 2010 2011 2012 US US mobile Marketing Sites, US Club Monaco, CA and US UK North America ………… FR, DE Mobile UK, FR, DE 2013 DE, AT, BE, LU, NL, PT, ES, IT Marketing Sites EU Asia Pacific JP KR GSI / Ebay Enterprise v9 GSI / Ebay Enterprise v10 Internally Hosted MS Sharepoint Branding Brand IBM Websphere Commerce ©2013 AKAMAI | FASTER FORWARDTM
  • 17. Global Troubles At The Corner of Content and Commerce • Tremendous expectations in terms of delivering pixel perfect, immersive, delightful user experiences • Lack of dedicated staff to manage and implement business rules • Time to market affected due to partner limitations • Akamai / Ralph Lauren relationship was splintered based on missed expectations • Ambiguous technology ownership ©2013 AKAMAI | FASTER FORWARDTM
  • 18. Akamai’s Professional Services To The Rescue RL brought in Akamai professional services in early 2012 • Promote a global view of Akamai functions • Implement global functions across sites and infrastructures • Standardize Akamai configurations • Promote a single primary relationship between RL and Akamai • Institute global change management procedures • Provide a single point of contact for strategy and guidance • Integration into RL’s Project Initiation process • Define a single business process to communicate requirements and functional design to Akamai. ©2013 AKAMAI | FASTER FORWARDTM
  • 19. Achievements in the past 18 months • While fractured infrastructure stays consistent, implemented these features globally: • • • Geotargeting Content targeting Mobile re-direction • Optimized and consolidated Akamai configurations to simplify maintenance • Re-designed change management and support processes globally • Promoted program management for Akamai features / functions • Consolidated contracts to remove complexity, enhancing communications between RL and Akamai, enabling new technologies • Significant site performance improvements with more to come…. ©2013 AKAMAI | FASTER FORWARDTM
  • 20. The Future At the Corner…. • Aqua Ion • Front-end optimization • Real User Monitoring • Global re-platforming, leveraging Akamai as a strategic partner to ensure delivery of immersive, delightful user experiences. ©2013 AKAMAI | FASTER FORWARDTM ©2013 AKAMAI | FASTER FORWARDTM
  • 21. Three days to Creating a Faster Forward World Akamai University: October 7-8 | Full Conference: October 9-11 Hear from leading retailers who have paved the way to establish successful online business models. Keynotes • Deep-dive Sessions • 1:1 Tech Expert Instruction • Networking • Innovation Stories • Hands-on Training This October, join Commerce industry luminaries and hundreds of your peers to explore the next-generation of experiences of our Faster Forward World! To learn more, visit akamai.com/edge Topics Include: • Providing optimal performance & experiences to omni-channel shoppers • Digitally-enabling stores & leveraging the Cloud for Commerce Innovation • Securing your site against online threats and protecting your brand ©2013 AKAMAI | FASTER FORWARDTM