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ElasticPath: Commerce and Content, Together At Last by Brian Gilmore & Spence McNeill
- 1. Commerce and content, together at last © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 2. Who is Elastic Path? 200+ satisfied enterprise customers worldwide Software that adds omnichannel commerce, subscriptions, and enhanced connectivity to digital engagement platforms Empowers companies to deliver a truly complete and consistent customer experience The world’s #1 ecommerce blog – www.getelastic.com Every year, we generate billions in revenue for the world’s best brands
- 5. 84% would fail to buy if the company doesn't "understand” them (taking account of preferences, purchase history, and provided information)
- 6. Modern consumers have Unfortunately the majority of today’s digital brand experiences leave much to be desired.
- 7. Millennials
- 8. By 2025, millenials will make up 75% of the global work force So what?
- 9. • Nearly 85% of millennials say they research purchases online before buying • 73% of millenials are willing to use mobile devices to interact with brands’ loyalty programs • 75% would switch brand if offered mobile discounts while shopping
- 10. Most companies are not keeping up • 89% of retailers don’t offer mobile payment options • 73% of retailers don’t offer mobile coupons • 92% of retailers don’t have integrated loyalty programs across channels
- 13. This text is a solid grey
- 18. What is the cost of this approach? 89% have switched business to a competitor due to poor customer experience Accenture estimates there is $5.9 trillion "put at play" from switching brands
- 19. Adobe Marketing Cloud Social Experience Analytics Target Media Manager Optimizer Campaign Commerce Engine Integration Product Imagery & Video Shopping Experience Personalized Offers Funnel Optimization Order & Campaign Emails Commerce KPI Reporting
- 20. Commerce Challenges 1 Mobile traffic from diverse devices with different screen sizes 2 Customers have come to expect personalized, relevant experiences 3 “Single View of the Customer” across channels 4 High development costs and slow time to market on customer experience 5 The “Shot List” now includes video and 3x more assets for A/B testing 6 Omnichannel integration in Retail 20
- 21. DIGITAL CUSTOMER EXPERIENCES ARE DISJOINTED
- 22. Option 1: Side-by-side or hybrid delivery * Commerce and Content: The Perfect Couple or a Tumultuous Affair? Forrester Research Inc., November 19, 2013
- 23. Option 2: Ecommerce-driven delivery * Commerce and Content: The Perfect Couple or a Tumultuous Affair? Forrester Research Inc., November 19, 2013
- 24. Option 3: CMS-driven delivery * Commerce and Content: The Perfect Couple or a Tumultuous Affair? Forrester Research Inc., November 19, 2013
- 25. THE PERFECT UNION IS NEEDED FOR EXPERIENCE-DRIVEN COMMERCE
- 26. Elastic Path® Commerce Everywhere – Suite capabilities © Copyright 2014, Elastic Path Software Inc. All rights reserved.
- 29. Commerce and content, together at last Thank you
Editor's Notes
- Change to EU brand – ask Kurt or Mark Wharton about great brands
- Change to EU brand – ask Kurt or Mark Wharton about great brands
- Change to EU brand – ask Kurt or Mark Wharton about great brands
- Add specific partner stuff to the end – Add Adobe to Marketing group Add demo screenshots to replace demo for 30 minute version Add Drewz’ long term roadmap to the end of the business section
- <Introduce the challenges you’ve heard from the customer (or are common to the industry) – establish credibility that Adobe understands commerce> Global B2C e-commerce sales will reach $1.5 trillion in 2014, predicts eMarketer, and the emerging markets of Asia-Pacific will be a key driver (eMarketer, February 2014). But, what is most interesting of all is that over a third of US online shoppers of the top 10 online retailers only shop on a mobile device (comScore, January 2014) and over half spend most of their online shopping time on a smartphone or tablet versus traditional desktop computer (comScore, July 2013). Forrester also says, “B2B companies must prepare for a world where mobile is integral to the commerce journey of all B2B buyers.” (Forrester, February 2014) And every B2B sales rep will need to be enabled with the tools to provide B2C like experiences and “commerce-enabling content on a large scale.” (Forrester, February 2014) Challenges As customer touchpoints multiply, retailers must be quick and nimble in managing their interactions with shoppers both online and in-store delivering consistent experiences to the many screens and channels preferred by their customers. Brand manufactures have to recognize that customers want to have a direct relationship with them and create compelling experiences that are on the one hand shoppable, but also balance expectations with retailers and other channels. Online merchants also have to deliver differentiated, personalized experiences to inspire consumers to purchase direct without constant discounts. Today, hyper-connected consumers are more empowered than ever. More than half visit a retailer or competitor’s mobile site or app while in a store comScore says. In response, retailers and brand manufacturers have to elevate their brand experiences at every touchpoint to communicate value beyond just price. Many retailers, however, use traditional product-centric e-commerce systems that fall short as an enabler of marketing and e-business strategies in this increasingly complex and fragmented environment. Commerce solutions tend to be siloed and transaction focused. They lack user-friendly tools that allow marketers to rapidly deliver and optimize personalized shopping experiences and communicate with their customers consistently across all channels. Moreover, retailers are hampered by inefficient content development processes, because e-commerce, direct marketing, and retail store teams often use different tools to manage their content and execute based on their siloed view of the customer. As a result, the customer experiences are often out of sync and feel disjointed. Consumers expect the consistent delivery of rich, personalized customer-centric shopping experiences across all channels. They want storytelling, editorial content romancing them and enticing them to engage with your brand. They assume you know who they are, when they were last on your mobile app, what they bought from you last summer, and are incorporating all of this insight into a relevant shopping experience tailored to them. These consumers are looking for expert advice on the latest trends or best model for them. They want to see what other customers are saying, know if one of their friends has made a similar purchase and endorses the product and generally interact with your digital experiences as if they were engaging your best brand ambassador. The ability to manage every digital interaction—from acquisition to conversion varied by visitor interest and context—with speed and ease is a major competitive advantage for any online commerce operator.
- When integrating an ecommerce platform with a CMS platform there are different approaches. Forrester recently released a research paper which outline three different approaches and the pros and cons of each which we’ll outline here. The first approach shown here is to run the two systems side by side or what they call a hybrid delivery model. The integrations between the marketing site and the ecommerce store are tied together at the front end and use the HTML rendering engines of each system. This is how it is commonly being done today as it is the quickest option but it leads to a very disjointed customer experience and requires a bunch of manual, expensive batch integration of data such as catalog info, customer info, pricing etc. It also requires difficult and kludgey integration of overlapping tools and capabilities. This is the least desirable option and one that isn’t recommended.
- The second approach is to use the eCommerce platform as the front end and use the WCM merely as a content repository. Many ecommerce vendors today push this approach, however is also has serious drawbacks. First of all eCommerce platforms were never designed to build customer experiences and fall short when compared to the powerful capabilities of a product like AEM. Also with the CMS relegated to simply a content repository, it doesn’t take advantage of the full power and make the investment difficult to justify.
- The third approach is ideal and recommended by Elastic Path. Elastic Path has built its product specifically to work in this scenario. In this scenario, the CMS is the front end and performing all the functions it is designed to do. The eCommerce engine is providing its capabilities up through a set of Restful web services.