Omni-channel Marketing: Optimizing digital content efforts to maximize growth in e-commerce
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Omni-channel Marketing: Optimizing digital content efforts to maximize growth in e-commerce

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In this MarketingSherpa webinar, e-commerce veteran Tom Davis, Global Head of Ecommerce, Puma will share his unified approach to global e-commerce. Davis will speak about how Puma has overcome ...

In this MarketingSherpa webinar, e-commerce veteran Tom Davis, Global Head of Ecommerce, Puma will share his unified approach to global e-commerce. Davis will speak about how Puma has overcome technological, operational and organizational challenges to embrace digital engagement with customers.

Davis will speak from his more than 15 years of management experience in this webinar, discussing constantly evolving best practices and exploring recent retailing trends. Currently, he oversees the global e-commerce business for Puma SE, which covers more than 30 countries. He possesses hands-on experience with business management (P&L), re-platforming, emerging market e-commerce strategy, customization and e-commerce operations.

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Omni-channel Marketing: Optimizing digital content efforts to maximize growth in e-commerce Presentation Transcript

  • 1. Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  • 2. Omni-channel Marketing Optimizing digital content efforts to maximize growth in e-commerce
  • 3. Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  • 4. Speakers Courtney Eckerle Manager of Editorial Content MECLABS @CourtneyEckerle Tom Davis Global Head of E-commerce Puma @Hashen
  • 5. About the company
  • 6. The Big Picture: Growth Copyright 2014 PUMA. All rights reserved by respective owners.
  • 7. Global marketplace complexity VS. Copyright 2014 PUMA. All rights reserved by respective owners.
  • 8. The Big Picture: “Ctrl + C” and “Ctrl + V” won’t do
  • 9. “Successful” brands will data
  • 10. The Big Picture: Mobile users Mobile phone users KPCB Internet Trends Report 2013 by Kleiner Perkins Caufield & Byers 1 2 3 4 5 6 Billions 2013
  • 11. The Big Picture: Mobile users Mobile phone users KPCB Internet Trends Report 2013 by Kleiner Perkins Caufield & Byers 1 2 3 4 5 6 Billions Smartphone users Feature phone users 2013 3x-4x growth yet to happen
  • 12. The Big Picture: Mobile infusion Copyright 2014 PUMA. All rights reserved by respective owners. 32% 33% 43% 49% 22% 28% 18% 21% 15% 14% 38% 40% Europe N. America India Russia China Japan 2013 Q1: 2014
  • 13. The Big Picture: May 2, 9:44 p.m. CET Example: European device usage on Puma.com 52% Desktop 22% Tablet 25% Mobile
  • 14. Puma’s global business footprint 34% Americas 40% EMEA 26% APAC *Puma’s sales are global; however, our e-commerce sales are not Copyright 2014 PUMA. All rights reserved by respective owners.
  • 15. Puma’s global business footprint 34% Americas 40% EMEA 26% APAC *Puma’s sales are global; however, our e-commerce sales are not Copyright 2014 PUMA. All rights reserved by respective owners. CHALLENGE: Before going global, we must consider several factors
  • 16. Challenges Unifying brand and e-commerce experiences Improving product information and digitizing assets Optimizing internal structure
  • 17. E-commerce Education & Strategies from Leading Brands May 18-20 | New York | Javits Center Focus.irce.com/b2b SavetheDate
  • 18. Challenges Unifying brand and e-commerce experiences Improving product information and digitizing assets Optimizing internal structure
  • 19. The Mission: A unified site Bring brand, content and shopping together in a way that makes the whole greater than the sum of its parts – globally. Copyright 2014 PUMA. All rights reserved by respective owners.
  • 20. 2 Separate Sites: Brand and E-commerce Few legacy wholesale organizations remain separated; slow to respond to market Unification: Evolution of brand sites 1 Site: E-commerce Quickly moving to vertical model for speed and scale Copyright 2014 PUMA. All rights reserved by respective owners.
  • 21. Copyright 2014 PUMA. All rights reserved by respective owners. Puma must move toward a multi-device world
  • 22. Challenges Unifying brand and e-commerce experiences Improving product information and digitizing assets Optimizing internal structure
  • 23. “It’s all the same, only the names will change.”
  • 24. Only the names change Copyright 2014 PUMA. All rights reserved by respective owners. 1994 1995 1996 1998 1999 2001 2005 2009 2011 2013
  • 25. Only the names change Copyright 2014 PUMA. All rights reserved by respective owners. 1999 2001 2005 2009 20112007 20132003
  • 26. Only the names change Copyright 2014 PUMA. All rights reserved by respective owners. 1999 2001 2005 2009 20112007 20132003 Our e-commerce strategy is believing our constant over time equals production information over brand
  • 27. Challenges Unifying brand and e-commerce experiences Improving product information and digitizing assets Optimizing internal structure
  • 28. E-commerce teams before
  • 29. E-commerce teams before • 9 independent e-commerce teams • 12 owned and operated e-commerce stores • Multiple marketplaces • 30+ markets • 8 languages • 9 currencies • Demandware, marketplaces and other third-party platforms
  • 30. E-commerce teams after NA EUR APAC Global
  • 31. What we changed to be successful Copyright 2014 PUMA. All rights reserved by respective owners. Puma centralized the e-commerce business
  • 32. What we changed to be successful Copyright 2014 PUMA. All rights reserved by respective owners. Global team Puma centralized the e-commerce business
  • 33. What we changed to be successful Copyright 2014 PUMA. All rights reserved by respective owners. Global team Puma centralized the e-commerce business Regional Regional Regional
  • 34. Breaks down barriers of brand vs. retail E-commerce-first digital environment Global team What we changed to be successful Copyright 2014 PUMA. All rights reserved by respective owners. Puma centralized the e-commerce business Regional Regional Regional
  • 35. Top takeaways 1 2 3 Internal vs. external alignment (structure, strategy and goals): Is your company set up to be successful (globally)? We are moving toward a “mobile-first economy.” The PC era is ending. It’s a trap! Don’t just think of the brand site – it’s marketplaces that drive emerging markets. 4 Success = + data
  • 36. Thank you! Courtney Eckerle Manager of Editorial Content MECLABS @CourtneyEckerle Tom Davis Global Head of E-commerce Puma @Hashen