Rising to Challenges ofthe Multi-Multi WorldDavid Bowen, Product Manager, EPiServer
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 kingCustomer must be at the heart of every decision
Multi-Channel        Multi-Site     Multi-Currency Multi-Language                     Multi-Brand     Multi-Market
Opportunities for BrandsEvolving mobile devices with increasing featuresMaturity of social media and online communitiesDev...
Manage by Market                       Pricing          Inventory              Discounts                                  ...
Manage Markets                        Web                       Mobile            Market     SocialCatalog                ...
Manage Markets                 Brand A                 Brand B                 Customers
Multi-Channel / Multi-MarketSingle platform for managing sites across geographiesand channels, including web, mobile, soci...
Tablet CustomersTablet owners are generallywealthierConsumers now shop moreoften with tablets thatmobiles1.5% higher conve...
Social Reach
Social Reach
Social Reach
Social Reach
Testing
Digitisation of Brand Experience“Buy anywhere, fulfil anywhere” – ForresterEmpowering both customers and store sales with ...
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” perspectiveReconfigure resources and capabilities to...
Source: Forrester
Stay FlexibleEarly stage in multichannel - Impossible to predict futurechannelsMistakes can be costly, working out where t...
Without product content – ERP data   Brands need content - in all channelsField            ValueItem number      12345-22I...
Content spaghetti                        MarketingProduct owner                 FILE                SERVER                ...
Multi-channel Product Content
Product Content in PIM
“The commitment to agilecommerce is not just about doingwhat is right for the customer anddoing it faster; it is about dri...
Personalisation & Context
Social            Networks  CMSCommerce            Affiliates /           Marketplaces                           68
Social            Networks  CMSCommerce            Affiliates /           Marketplaces
Call                 Offline   MarketplWebsite    Mobile   Social               In-store                              Cent...
Questions?David Bowendavid.bowen@episerver.com@dmbowen
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
Rising to the challenges of 'multi-multi' world
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Rising to the challenges of 'multi-multi' world

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You are now doing business in multiple languages and currencies, at multiple locations around the world, selling to multiple customer segments, through multiple channels and devices. To rise up to the challenge online retailers need to break away from traditional, rigid commerce practice and embrace agility for real time optimisation. This session will explore the growing challenge of the ‘multi-multi’ world and provide practical advice on how to deploy and design great user experience that converts in every level

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  • You are now doing business in multiple languages and currencies, at multiple locations around the world, selling to multiple customer segments, through multiple channels and devices. To rise up to the challenge online retailers need to break away from traditional, rigid commerce practice and embrace agility for real time optimisation. This session will explore the growing challenge of the ‘multi-multi’ world and provide practical advice on how to deploy and design great user experience that converts in every level
  • Customer acquisition is essential to online marketers. From paid search, to social media, to display ad targetingdrive the best possible traffic back to the marketer's site.
  • 5 years ago multi-channel was hardly discussedRetail and content consumption has been revolutionised
  • Retail is a fast-paced world– online and multichannel even more so.Those attracted to working in it are lured by the challenge of not quite knowing what’s around the corner.
  • Repsonsive design
  • EurekaMobile Solutions?
  • Also use multi-market for different B2B buyers
  • T-CommerceIncreasing needs a specific site- No Flash- No rollovers – replace with gesture navigation
  • Mobile are becoming the glue between real world interactions and online
  • Apple PassbookBoarding passes, movie tickets, store coupons, loyalty cardScan your phone to check in for a flight, get into a movie, and redeem a couponSee when your coupons expire, where your concert seats are, and the balance left on that all-important coffee bar cardNo more hunting through your wallet for gift cards, coupons, passes or tickets
  • Passbook is time and location enabled – The ability to load offers when near a retail outletPasses and tickets appear on your Lock screen at the appropriate time and placeReach the airport or walk into the store to redeem your gift card or couponif your gate changes after you’ve checked in for your flight, Passbook will even alert you
  • About to be launched in COOP Norway Apple iPhone app
  • Scan & Pay - iPhone service to COOP members1 - Customers go to coop.no register a credit card on their account and plug this into the store they want to shop at. First time they use the app – they will be prompted to scan a QR code at the entrance of their store before shopping.2 – Scan using the app adding the products to the shopping bag while walking through the store. Some goods are age limited (beer, movies, cigarettes). A running summary is presentedshowing the item and total cost.3 – Basket page lists all scanned items, can change and delete items.4 - Pay by pressing "Confirm payment". No need to queue at the checkout, just pay on mobile, then scan a QR code on the way out. Receipt is displayed on your mobile and on user profile online - coop.no.
  • Currency of social media is the share
  • Allow people to order anything in-store even if it’s not thereDeliver to store / pick-up in store
  • Clinique interactive make up counter using a MS Surface table
  • Lego – bring the product to life through Augmented Reality using a in-store kiosk or laptop with webcam
  • Lego’s augmented reality store window transforms children to mini-figures
  • Topshop – Virtually try on garments before taking them to the changing room
  • Kiosk allows JC Penny’s customer to explore the endless aisle
  • RFID-enabled coat hangers trigger outfit recommendations on digital displays.Outfits consistent across all channels.
  • NFC is a key technology
  • Add retail capabilities to mobile devices
  • Companies like Square are providing smaller business with the ability to take card payments for the product though a mobile or tablet device.PayPal is also entering this market providing merchants with the ability to take payments through their PayPal accounts.
  • Consumers increasingly demand a seamless experience across touchpoints
  • Fragmentation drives attention away from the traditional channels on the left to emerging channels on the right
  • In-store requires a service-enabled back-end infrastructure on a capable e-commerce platform.
  • Be Agile - Some things won’t work
  • Customer now has many touchpoints where they interact with your brand.Increasing use of the term master data- Having multiple channels doesn’t necessarily make you a multichannel businessThe customer or the sales staff need direct access to consistent information across each channel. Example a call centre user should have access to what the customer has looked at, purchased and products that could interest them.Customers need to be engaged with the brand in the right context for their location and behaviour.Important to note that we have a PIM offering that can help manage content for all channels including the print channel using plug-ins for Adobe inDesign.
  • Agility-An accelerated speed-to-market -The relentless focus on ROI
  • EPiServer enables us to identify traits and to develop personas within our anonomous website visitors, to setup “groups” based on user behaviour on our site or in their journey to our site (for instance search queries on Google or viewing an ad on another site). This enables us to easily create personalised views of our website & content and to influence the user journey, based on criteria such as: Where in the world the user is visiting the website from; Which company they are from;Whether they are visiting from their laptop, iPhone, iPad or other mobile device;Whether they have ever been on the site before, or If they have been on the site more than 3 times this week, or If they have visited a key set of pages in the site; orIf they have seen an offline marketing campaign you are running on billboards, in magazines or in any other channel. Of course, we can use data gathered in our own CRM systems to allocate users to these “groups” and to deliver personalised, targeted marketing to your website visitors. And this can all be done in minutes, not hours and not requiring any input from your technical teams. This functionality is a game changer for online marketers! It enables us to create automated, one to one, personalised user experiences. It allows us to deliver our content, our marketing messages, set in the most appropriate context and in the most appropriate tone. We’ll explore some scenarios in a few minutes.
  • Content and Products managed in a single placeDistributed through channels and integrated through other offline customer touch-points
  • Powerful CMS / Social capabilities - PersonalisationRoadmapMobile Demo SiteMarketing automation
  • Rising to the challenges of 'multi-multi' world

    1. 1. Rising to Challenges ofthe Multi-Multi WorldDavid Bowen, Product Manager, EPiServer
    2. 2. User Journey
    3. 3. User Journey Digital Marketing Online Sales
    4. 4. User Journey
    5. 5. User Journey
    6. 6. User Journey
    7. 7. User Journey
    8. 8. User Journey
    9. 9. Google is the principle driver of traffic Conversion is kingCustomer must be at the heart of every decision
    10. 10. Multi-Channel Multi-Site Multi-Currency Multi-Language Multi-Brand Multi-Market
    11. 11. Opportunities for BrandsEvolving mobile devices with increasing featuresMaturity of social media and online communitiesDevelopment of content interface technologies
    12. 12. Manage by Market Pricing Inventory Discounts Settings – Catalog Market Tax/Payment ..
    13. 13. Manage Markets Web Mobile Market SocialCatalog In-StoreInventoryPricingDiscounts CallSettings Centre English French Channels Swedish
    14. 14. Manage Markets Brand A Brand B Customers
    15. 15. Multi-Channel / Multi-MarketSingle platform for managing sites across geographiesand channels, including web, mobile, social and in-store.Enabling a seamless and consistent brand experienceregardless of channel.Provides tools to monitor performance and optimizeresults.
    16. 16. Tablet CustomersTablet owners are generallywealthierConsumers now shop moreoften with tablets thatmobiles1.5% higher conversion rate
    17. 17. Social Reach
    18. 18. Social Reach
    19. 19. Social Reach
    20. 20. Social Reach
    21. 21. Testing
    22. 22. Digitisation of Brand Experience“Buy anywhere, fulfil anywhere” – ForresterEmpowering both customers and store sales with best-in-class mobile and interactive technologies. – Prevent loss of in-store sales – Create an endless aisleEntire floor becomes point of sale, brand ambassadorsdeliver differentiated customer experience.
    23. 23. Source: Forrester, Microsoft
    24. 24. Source: Forrester, iQmetrix
    25. 25. Source: Forrester, Critical Mass
    26. 26. Source: Forrester, Critical Mass
    27. 27. Source: Forrester, AR Door website
    28. 28. Source: Forrester
    29. 29. Source: Forrester
    30. 30. Source: Forrester, Infinite Peripherals
    31. 31. Customer Expectations Source: Forrester, North American Technographics Retail Online Survey
    32. 32. “A customer who shops both online and in-store is worth almost six times as much” Forrester
    33. 33. Customers don’t interact with companies from a “channel” perspectiveReconfigure resources and capabilities to stay ahead of the change as consumer technology adoption and behaviours change.
    34. 34. Source: Forrester
    35. 35. Stay FlexibleEarly stage in multichannel - Impossible to predict futurechannelsMistakes can be costly, working out where to invest canbe very difficultAgility is Required – React to changes in trends or behaviour quickly – Make customer interaction consistent across all channels – Build an infrastructure that allows flexibility
    36. 36. Without product content – ERP data Brands need content - in all channelsField ValueItem number 12345-22Item name SHOE FTB 13Price 1399.00On stock 188 pcsShelf no in 12AwarehouseNo. per pallet 122Pallet weight 166 kgSuppl. Itno 3476-3
    37. 37. Content spaghetti MarketingProduct owner FILE SERVER InDesign docs Text DB ERP Image DB Sales E-COM C:My docs Supplier PLM Web CMS
    38. 38. Multi-channel Product Content
    39. 39. Product Content in PIM
    40. 40. “The commitment to agilecommerce is not just about doingwhat is right for the customer anddoing it faster; it is about drivinga return on investment (ROI).” Brian K. Walker from Forrester
    41. 41. Personalisation & Context
    42. 42. Social Networks CMSCommerce Affiliates / Marketplaces 68
    43. 43. Social Networks CMSCommerce Affiliates / Marketplaces
    44. 44. Call Offline MarketplWebsite Mobile Social In-store Centre Print aceContent, Social, Personalisation, Campaign Measurement and Testing EPiServer
    45. 45. Questions?David Bowendavid.bowen@episerver.com@dmbowen

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