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Tryzen Customer Story

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Tryzen Customer Story

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Tryzen Customer Story

  1. 1. THE COTTON ON STORY BRENDAN SWEENEY GENERAL MANAGER, ECOMMERCE
  2. 2. 2 CONTENTS AGENDA - BRIEF HISTORY OF THE COTTON ON GROUP - OUR HISTORY WITH SALESFORCE - ENABLING ACCELERATED GROWTH - WHAT’S COMING - QUESTIONS
  3. 3. 3 INTRODUCTION TO THE COTTON ON GROUP
  4. 4. 4 THE COTTON ON GROUP STORY SO FAR THE EARLY YEARS 2014 Cotton On opens in Western Australia 1994 2008 2012 2005 Cotton On KIDS first store in Knox Shopping Centre 2006 First Cotton On store in New Zealand 100th Cotton On store opens in Knox City 2007 Cotton On BODY opens in Sydney & Factorie opens in Forrest Hill & Randwick 1991 First Cotton On store in East Geelong
  5. 5. 5 THE COTTON ON GROUP STORY SO FAR 2010 2012 2007 2011 The Cotton On Foundation Cotton On Singapore Cotton On Dubai United Arab Emirates Cotton On Germany and South Africa. Typo and Cotton On KIDS USA Cotton On Philippines and Thailand Cotton On Hong Kong 2008 Rubi shoes launched. Cotton on Los Angeles 2007 opens Cotton On Malaysia 2013 Cotton On acquires Supré Cotton On Qatar, Indonesia, Lebanon, Oman and Saudi Arabia 2014 Cotton On Sao Paulo Brazil 2015 Cotton On Namibia, Africa. 2012 eCommerce launch GLOBAL EXPANSION
  6. 6. 6
  7. 7. 77
  8. 8. 8
  9. 9. 9
  10. 10. 1010
  11. 11. 11 OUR HISTORY WITH SALESFORCE
  12. 12. OUR HISTORY WITH SALESFORCE • REPLATFORMED TO DEMANDWARE (COMMERCE CLOUD) 3 YEARS AGO • MOVED TO EXACT TARGET (MARKETING CLOUD) 2 YEARS AGO • ENABLING NEXT PHASE OF GROWTH NOW -REARCHITECTURE / REDESIGN -CROSS CLOUD INTEGRATION -NEW CAPABILITIES 12
  13. 13. GREAT PROGRESS, BUT WITH CHALLENGES… • … THE AUSTRALIA CHALLENGE! • ARCHITECTURE MADE GLOBAL OPERATION COMPLEX • ROADMAP DEVELOPMENT TOO SLOW • UX NOT KEEPING PACE WITH BEST PRACTICE • FUTURE PEAK CAPACITY CHALLENGES • COMPLEXITY OF MULTIPLE BRAND IMPLEMENTATION CONFUSING CUSTOMER 13
  14. 14. 14
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  16. 16. ENABLING THE NEXT PHASE OF GROWTH • ADOPT GLOBAL ARCHITECTURE ON COMMON CODE BASE WITH “SWITCHES” • SPEED UP TIME TO MARKET AND ONGOING ROADMAP • BALANCE INTERNAL OPINIONS/DESIRES WITH; - GLOBAL BEST PRACTICE - CUSTOMER RESEARCH - ANALYTICS - HEATMAPPING • CUSTOMER CENTRIC AND COMMERCIALLY FOCUSED APPROACH 16
  17. 17. BUT WE COULDN’T DO IT ALL OURSELVES… • SFCC – GLOBAL BEST PRACTICE FASHION VERTICAL • AMBLIQUE – GROWTH & OPTIMISATION ADVICE • SFCC – GLOBAL SEARCH FOR BEST SI PARTNER TO MEET FUTURE NEEDS • TRYZENS – GLOBAL BEST PRACTICE & AGILE APPROACH 17
  18. 18. PROJECT GOALS • DELIVER 6 MEGA SITES BEFORE PEAK • FIX ISSUES WITH CURRENT SITES (BOTH UX & OPS) • ENABLE CLICK & COLLECT FOR GLOBAL ROLLOUT • ENABLE PRODUCT PERSONALISATION • ENABLE LOYALTY • ENSURE TECHNICAL ARCHITECTURE ENABLES RAPID FUTURE DEVELOPMENT • RETURN TO DELIVERING PRIORITISED ROADMAP ASAP 18
  19. 19. PROCESS 19
  20. 20. SCALABLE IT ARCHITECTURE SALES CHANNELS 20
  21. 21. 21 KEY INSIGHTS
  22. 22. 22 KEY INSIGHTS
  23. 23. 23 KEY INSIGHTS
  24. 24. 24
  25. 25. LOYALTY 25
  26. 26. PACE & SCALABILITY • SEPTEMBER - MEGASITE AU, USA, HK, SING, MALAYSIA - LOYALTY NZ • OCTOBER - PERSONALISED PRODUCT SHOP AU, NZ, USA, HK, SING, MALAYSIA - ABANDONED CART GLOBALLY - NEW PAYMENT TYPES IN NZ • NOVEMBER - TYPO UK SITE - NEW BRANDS IN USA - NEW PAYMENT TYPES IN ASIA - CYBER WEEKEND (12% OF ANNUAL VOLUME) 26
  27. 27. KEY ENABLER OF PACE • TIGHT INTEGRATION OF TEAMS • “FOLLOW THE SUN” DEVELOPMENT APPROACH • AGILE APPROACH WITH 2 WEEKLY CYCLES • ABILITY TO EASILY SCALE RESOURCE REQUIREMENTS • EXCELLENT QUALITY OF WORK OUR RELATIONSHIP WITH TRYZENS 27
  28. 28. 28 THANK YOU

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