Enable Commerce Everywhere

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E-commerce has hit critical mass. In the age of channel hopping and cross-border trading, global companies struggle to deliver consistent customer experience across their markets. EPiServer will show …

E-commerce has hit critical mass. In the age of channel hopping and cross-border trading, global companies struggle to deliver consistent customer experience across their markets. EPiServer will show you how to remove channel barrier and focus on markets, by aligning and personalising the product, pricing and promotion strategy.

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  • Date & time: Tuesday 23 April 2013 @16.00Theatre: Mobile Title:Commerce Everywhere: from multi-marketing management to multiscreen experienceSynopsis:E-commerce has hit critical mass. In the age of channel hopping and cross-border trading,global companies struggle to deliver consistent customer experience across their marketsEPiServer will show you how to remove channel barrier and focus on markets, by aligning and personalising the product, pricing and promotion strategy
  • Acquire Traffic and sales?Amazon – Sleeping giantOptimizing feeds and long term promotions such as free shippingOften complex commission calculations - Attribution modeling
  • Socialcuration is a type of social commerce – Pinterest drives more revenue than Facebook
  • Group Buying – Groupon etc.Identity & Social sharing - Register using Facebook identity driving social communication back into FacebookSite that I came across because I noticed in my social feed that a friend was getting a good deal on products.I’m now a pretty loyal customer the discounts driving my purchasing.
  • Email – Still the highest converting marketing channel for the marketing spendA lot of re-engagement is driven by email to their registered customer base
  • Google is becoming a powerful force in e-commerce:- Turning their product search into a commerce shopping marketplace- Talk about getting into deliveryGoogle is getting very good at contextualizing byLocalization and deviceEven using a web bowser Google knows my location and present physical goods according to the proximity to me alongside the online retailers.
  • This has a equivalent mobile journey that knows an even more precise location.
  • Social is important buying factor
  • WIFI in-store – identity to capture behaviorTarget was one of the first victims of ‘showrooming’ – Mobile devices and prices comparison apps driving this trendThey’ve worked with suppliers to offer a price match with Amazon and now promote in-store price comparison byProvide QR codes to enable price comparison and review
  • Retail is moving continually moving online, retailer reducing the physical spaceInternet itself was disruptive – Borders in US, HMV and BlockbustersAnalysts in US suggest that Sear will not exist in 10 yearsSpecific locations for internet shopping and pickup
  • Gluing the off and onlineFoursquare - American ExpressRich information about the demographicsx
  • 2.75% per swipe or $275/ month - money into account in 1-2 daysWallet – Linked to payment card,Save favourites, collect rewards, social sharingGeo-location – Your face on retailers tillSquare gift cardsStarbucks
  • EPiServer 7: Ready for a multi-screen world!
  • WIFIMobile user, in central London store searching for XXL Orange fleece jacket out of stock product - Order now and deliver to this store or your homeAll markets -Increase in mobile shopping:Research pricesStore shopping listsEngage with friends and family using social mediaMake payments for goodsClick and collect sales when physical retail store are involved
  • Customers don’t interact with companies from a “channel” perspective.Consumers increasingly demand a seamless experience across touchpoints
  • Mobile ownership has doubled in 2 yearsTablets - 80% of peoplein home,Social networkingDebenhams store magazinesMobile - On the go – Maps, directions, location,find store, check stockSpeed and features matter – ensure images are optimized
  • Mobile First approach – RWD or a specific channel renderingOptimise the content for different screen sizes, not the user.
  • Needs to be combined with real time personalization that uses the user context, user behaviour and business rulesto make the user experience both seamless across devices as well as personal and taking advantage of the context.
  • Gluing the off and onlineFoursquare - American ExpressRich information about the demographicsx
  • Gluing the off and onlineFoursquare - American ExpressRich information about the demographicsx
  • Pebble a internet connected watch that gaining popularityI actually funded this kickstarter project and should be receiving mine in a few weekConnected via BluetoothSo could receive a notification as you enter a geo-fenced location - Store offers etc.
  • In fact the only place you can’t surf is in your car – that will change
  • Sticky setting for working with content for a specific screen or channel.
  • Switch between different screens. Work with content in all different screens to see exactly what it looks like.
  • Marketers wants to target the message for different customer segments, but the tools available are too complex or require too much work which means they usually end up with the “one message fits all” approach.orPersonalize once, target everywhere.Personalize blocks once and re-use across markets and channels to target contentSticky preview makes it easy to see what the site will look like for a specific segmentUse historyBuild segments based on user behaviorUse contextLocationDeviceUse business rulesRich users from Stockholm should be offered first class ticketsBlocks and pages can be targeted, or personalized, for a specific segment. We call this “personalize once, use everywhere” and it saves a lot of time since you can create context-aware blocks that can be used anywhere.
  • Build segments using the built in rules engine:All visitors who have seen 3 pages tagged with “alloy plan”.
  • Sticky preview makes it easy to see what the site will look like for a specific segment.
  • Most companies have analytics tools installed on their site, but it’s usually configured in the wrong way and/or the marketers who’s working with optimization don’t have access to the insights that the analytics brings.orWe need analytics insights when optimizing content.Configuredautomatically - Everythingthat’sneeded is a GA accountAnalytics availableDashboardOn pageConversionsGoalsWhichcontentdoesn’tconvert?Which social campaignsproduce most conversions?Whichcontent drives e-commercetransactions?Cross channelGoogle Analytics codes can be used incms, social reach and episerver mail to track cross channel campaigns.
  • Google Analytics Add-on.Analytics insights when working with content on page!
  • Google Analytics Add-on.Analytics overview. Have different gadgets display different channels/goals/conversions
  • 5 years ago multi-channel was hardly discussedRetail and content consumption has been revolutionised
  • Geographic RegionsBrandsAffiliate / MarketplacesB2B Customer GroupsPhysical StoresCheck stock in storeReserve and Pick-up in storeDelivery to store
  • Repsonsive design
  • EurekaMobile Solutions?
  • Buy complete kitchen and storage furnishings60 stores, established in 19953 stores owned by ElectroluxSocial media connections to each storeB2C and B2B commerce
  • Add local references here
  • The numbers stand for themselves

Transcript

  • 1. David Bowen, Product ManagerCommerceEverywhere
  • 2. Acquire Quality Traffic Maximize Revenue ConvertCustomer Experience
  • 3. Changing Shopping Channels• Larger marketplaces• Niche marketplace• Comparison shopping• Driven by social
  • 4. • Tops Facebook in driving e-commerce sales• Product content relevance– Themed favorites– Informed purchase decisions– Personal recommendationsCurated Commerce
  • 5. Omni-Channel• Single View of the Customer Across Channels andTouch-points:– Online channels – Web, mobile, social, kiosk, adverts– in-store– Print– Customer service• Contextualize for the user at the touch-point
  • 6. Customer Value• Brand loyalty• Repeat purchases• Total spend• Returns• Social influence
  • 7. “A customer who shops both online and in-store is worth almost six times as much”Forrester
  • 8. “Responsive web designonly optimizes contentfor different screensizes, not the customer”
  • 9. Think Context
  • 10. “Context - the sum totalof what is known aboutan individual along withwhat he or she iscurrently experiencing”Julie A. Ask, Forrester
  • 11. Your next pair of glasses?
  • 12. Your next car?
  • 13. Create engagementManage experienceContext awarenessTake advantage of data
  • 14. Personalization / TargetingBehaviorContextBusiness rulesCross-channelReal-time
  • 15. All about ExperiencesDeliverOptimizeCreate
  • 16. Web Social Mail AppsDeliverOptimizeContextTargetingCreateMultitouchpointReuseTouchpointPreviewA/B TestingMultivariateTestingAnalyticsContentAutoOptimizingSocialSEOProduct Customer
  • 17. AnalyzeDetailed insightsOverviewAcross channelsConversion trackingEngagement analysis
  • 18. OptimizeA/B testMVTReal-time insightsSmart navigationSelf optimized content
  • 19. EPiServer CommerceImproving customer experience by combing e-Commerce anddigital marketing softwareDigitalMarketingE-Commerce
  • 20. EPiServer CommerceImproving customer experience by combing e-Commerce anddigital marketing softwareCustomerExperience
  • 21. User JourneyCustomer experience across the user journey is a new source ofcompetitive advantage.GetengagedGetin touchGetvisibleGettrustedGetconvertedGetloyaltyGetfulfilledGetcare
  • 22. User JourneyCustomer experience across the user journey is a new source ofcompetitive advantage.GetengagedGetin touchGetvisibleGettrustedGetconvertedGetloyaltyGetfulfilledGetcareDigital MarketingE-CommerceCustomer CareProduct Information ManagementOrder ManagementMerchandising
  • 23. Multi-ChannelMulti-ScreenMulti-LanguageMulti-CurrencyMulti-MarketMulti-BrandMulti-Site
  • 24. Manage by MarketMarketCatalogInventoryPricingDiscountsSettings –Payment ..
  • 25. 4 700CUSTOMERS20 000WEBSITES
  • 26. EPiServer Stand E5030David Bowen@dmbowendavid.bowen@episerver.com