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Ripped Commerce - How the World's Largest Sports Nutrition Store Succeeds with Endeca

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The Bodybuilding.com ecommerce transformation story. How Bodybuilding.com and Cirrus10 used Oracle Commerce Search and Guided Navigation (Endeca) to improve conversions and product discovery.

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Ripped Commerce - How the World's Largest Sports Nutrition Store Succeeds with Endeca

  1. 1. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 2
  2. 2. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 4
  3. 3. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 5 members Honoree (2006-2014) Bizrate Of Excellence (2010-2015) with Better Business Bureau (2004-2014) Idaho, Oregon, Pennsylvania, Florida, Wisconsin, Nevada, Dunstable (UK), Costa Rica online sports nutrition store More than products fitness site in the world unique visitors per month Over 25 million orders shipped to customers in of free content
  4. 4. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 6
  5. 5. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 7
  6. 6. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 8
  7. 7. Seattle HQ Distributed 50 person team All onshore labor Endeca or Oracle partner since 2010 Oracle Gold Partner End-to-end implementations Relevance tuning Architecture & process analysis Program roadmaps Upgrades & migrations Time & materials Fixed fee with risk premium Cost + bonus Easy contracts ROI guarantees 70+ Endeca Implementations 100% Referenceable B2C and B2B CMS Gurus Marquee Presenter at OOW 2014
  8. 8. Headless Architecture Program 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 11 1999 - 2011 2012 2013 2014 2015 HTML / PHP Site ATG Implementation Endeca ExM Handlebars Commerce Improvement Program ATG Enhancements Phase 2
  9. 9. Convert from content Help shoppers succeed Improve experience consistency Fix global search • Content returned old to new • No merchandizing • Multiple indices Tailor store search • Better guided navigation • Improved relevancy Time to market vs. other platforms Align with ATG/Oracle 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 12
  10. 10. Create composite pages • Cross-promote products/content Improve merchant control • Provide a palette of templates • Simplify the toolset • Simplify testing Manage components as pages • Type Ahead Simplify toolset • Easier onboarding, more nimble 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 13
  11. 11. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 14
  12. 12. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 15 1 Hundreds of pages of content are effectively hidden. Visitor must select a silo before jumping off. 2 Boring text-only results inconsistent with the graphical and engaging site. Results are presented in no particular order. 2 1
  13. 13. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 16
  14. 14. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 17 HUGE list of dimensions on every results page. Many of the filters don’t fit the context (e.g. “purity” is not relevant for “protein” but is for “creatine”). Weak disambiguation on popular vague terms Weak control over ordering of the results. Poor results when user specifies SKU level detail (e.g. flavor or size).
  15. 15. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 18
  16. 16. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 19 No type-ahead to help guide the visitor to the right place in very deep content and product sites. Some users are unaware of site breadth because they avoid search and always navigate to the same place.
  17. 17. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 20
  18. 18. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 21
  19. 19. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 22
  20. 20. Inspiration wanes in user transition to store Bring the store to the content Bring products into social conversation Gradual increase in merchant control Reduce the expense of constructing experiences • Javascript skills are simply cheaper than java skills 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 24
  21. 21. 10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 25 First: • Oracle Commerce (ATG) Next: • Oracle Endeca Experience Manager Finally: • Handlebars
  22. 22. API/ Services Endeca Assembler MDEX View Layer Mobile Apps Services Layer J S O N ATG Core Oracle DB JSP / DSP
  23. 23. ATG Core API/ Services Oracle DB Endeca Assembler MDEX View Layer Handlebars Mobile Apps Services Layer J S O N

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