Contextual Commerce: Best Practices for Winning with Customer Experience with Sitecore Commerce
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This document provides an overview of contextual commerce and best practices. It discusses how contextual commerce focuses on optimizing the customer experience across channels by delivering personalized, relevant content and commerce opportunities based on the customer's context. The challenges of old ecommerce platforms are outlined, such as having separate systems for content, commerce, and customers that don't provide personalization or a unified experience. Best practices for contextual commerce highlighted include investing in a connected commerce platform, gathering detailed customer data, delivering varied and engaging content including user-generated content, providing seamless omni-channel experiences, and personalization. Case studies demonstrate how improving the customer experience through these practices can significantly increase sales and engagement.
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Contextual Commerce: Best Practices for Winning with Customer Experience with Sitecore Commerce
- 2. Today’s Presenters: Greg Baxter SVP Customer Engagement, edynamic Rahul Khosla CEO edynamic & Co-founder Criteek
- 3. We are a global digital marketing and technology agency focused on customer engagement.
- 4. OUR SERVICES DRIVE GREAT CX OUTCOMES 4 • Demand Generation • Content Strategy & Production • Personalization Strategy • CX Strategy • UX Research • Customer Journey Mapping • Multi-Device, Multi-Channel experience design EXPERIENCEMARKETING • Technology Strategy • Mobility and IoT • Marketing Automation • Social Listening • CXM Platforms • CRM • Cloud Consulting • Analytics and Business Intelligence • AI • Commerce Platforms TECHNOLOGY
- 5. Old commerce doesn’t work 5
- 6. 68% Shoppers abandon shopping carts. It’s not about getting catalogs up 6 Old Commerce Doesn’t Work… Outward focused – get product catalog up and push out content. Source: Baymard Institute
- 7. Headwinds Amazon continues to take significant market share away from all types of retailers. New entrants are changing the landscape. Old distribution models don’t work.
- 8. 1.1 1.1 Trillion in web-influenced retail sales in the US in 2017. Omni-channel customers shop more frequently and spend 3.5X more than other shopper types. 8 Commerce Has Changed, Forever… The Web will account for, or influence, 59% of US retail purchases by 2018. Source: Deloitte, eBay, Forbes, Forrester, PWC, Google, US Government Census, TechCrunch, Retail TouchPoints, Statstica, International Business Times
- 9. 75% US shoppers who already buy online. 4 Trillion in merchandise is abandoned in shopping carts, but 63% could be recovered. 9 Commerce Has Changed, Forever… 72% of young shoppers research their options online before actually making it to a store. Source: Deloitte, eBay, Forbes, Forrester, PWC, Google, US Government Census, TechCrunch, Retail TouchPoints, Statstica, International Business Times
- 10. Because the buyer has changed. 10
- 11. The buyer journey has become complex..more channels, more devices and an increasingly sophisticated customer 11
- 12. There is a new customer journey 12 Aware Appeal AskAct Advocate Personalized content drives a significant part of the path to purchase.
- 14. Successful eCommerce is customer experience. 14 94% of customers have discontinued communication with a company because of irrelevant messages. Source: Blue Research
- 15. Successful eCommerce is customer experience. 15 55% of retailers say their top priority is optimizing the customer experience and to create a seamless experience across channels. Source: Retail TouchPoints
- 16. Successful eCommerce is customer experience. 16 The number of retailers that could be classified as omni-channel nearly doubled this year — 63% compared to 33% in 2016. Source: Retail TouchPoints
- 17. Successful eCommerce is customer experience. 17 Retailers are looking to engage and attract audiences through new social media channels, such as Snapchat and Instagram. Source: eMarketer Retail
- 18. Contextual commerce is all about focusing on CX 18
- 19. Contextual commerce is the game-changing idea that merchants can seamlessly implement purchase opportunities into everyday activities and natural environments. 19 Contextual Commerce is a game-changer Brands will implement eCommerce into everyday activities.
- 20. eCommerce is truly omni-channel. Mobile users are on the site to research. Mobile (phone and tablet) accounted for 59% of all sessions by device on e-commerce sites, these mobile browsers made up just 38% of revenue. 20 Mobile is where the journey starts Mobile is the start of the ecommerce journey.
- 21. 21 Contextual Commerce Means you Compete on CX. Brands are expected to deliver seamless and unified shopping experiences, personalized for each consumer across channels, to maximize sales.
- 22. 22 Once you’ve got the context, you can connect… The right customer the right content the right time the right channel to drive sales
- 23. But there are problems… 23
- 24. No single view of the customer Dated, stitched together platforms Business value of CX not recognized Data accessibility No “content in context” strategy Lack of personalization 24 Marketers face challenges…
- 25. 25 Content Commerce Consumer are separate • Brands promote product “out” rather than bringing customers “in” • Separate systems do not provide context or personalization • Disjointed systems fail to deliver end-to-end shopping experience • Cart is not always the end state– it could beginning or the middle depending on how a business manages the customer • High costs, slow time-to-market, customer dissatisfaction © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarksof Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Old ecommerce platforms don’t meet modern commerce needs
- 26. It’s time to rethink the approach to commerce 26
- 27. 1. Invest in a new breed of connected commerce platform 2. Know your customer 3. Deliver relevant content, especially UGC 4. Make commerce a seamless continuation of cross-channel conversations, and be mobile-first 5. Personalization improves CX Best practices for contextual commerce 27
- 28. A new breed of connected platform… Best practices for contextual commerce 28
- 29. A new breed of platform to deliver contextual experiences 29 Content Commerce Consumer
- 30. WCM, Commerce, Automation, Omni-channel Powerful contextual intelligence Integrates with hundreds of 3rd party solutions Flexible cloud deployment options Recognized leader by Gartner & Forrester Thousands of customers Sitecore partnership pre- through post-sale Sitecore commerce provides one integrated platform 30 Contextual Intelligence Content Management Omni-channel Automation MobilePrint Apps Email Social Federated Web Content Management Commerce
- 32. Full feature set 1. A pricing engine • To price individual products and whole categories of products with ease. 2. A promotion engine • To run offers on individual products and product categories. 3. Order management • To capture, monitor, and edit customers’ purchases. 4. A catalog manager • To organize, merchandise, and manage your products. 5. A profile manager • To gather, track, and personalize on customers’ activities. 32
- 33. Best practices for contextual commerce 33 Know your customer, intimately…
- 34. Know your customer The first step to customer experience success is not personalization, but collecting data to know your customer. One of the single most important imperatives for every marketing operations team is to fight against data fragmentation and find ways to unite the whole marketing stack at the data layer. Chiefmartech.Com
- 35. Know your customer We have unprecedented access to data as every aspect of the shopper journey is being digitized.
- 36. SVC helps to understand the full context of CX 36 Nutricia Danone 75% increase PM in sales 140% increase PM in re-buy
- 37. Best practices for contextual commerce 37 Deliver relevant content
- 38. Content fuels the customer experience • Product content is KING – not just SKU • Content MUST be relevant • Content needs to connect across channels • Variety in types of content including video • UGC such as reviews 38 Content The signposts and fuel stops on your customers journey.
- 39. Shoppers who interact with UGC are 97% more likely to convert with a retailer. This is because 85% of consumers find UGC more influential than brand-made content. Consumers value UGC for its authenticity and crave to see products in realistic settings. 90% of consumers admit that comments and reviews made by other shoppers influence their likelihood of purchasing. 60% of customers aged 13-24 say that YouTube videos influence what they buy. 39 User generate content is critical UGC will be more important than ever.
- 40. 40 Video is social and creates network effects Video was shared at about 2x the rate of any other content type source: Zuum Social ROI with video on Facebook is 5x more than text Facebook 2017 2X 5X
- 41. Newton Running: improved customer experience drives sales The Situation • By placing the Criteek Product Widget on their Product Pages, they gave shoppers an easy way to watch, share, upload and record video product reviews • Newton Running took advantage of their 20,000 person email database to generate review-volume The Solution • Newton Running were attracting visitors, but not converting them to sales • They already had text reviews, but wanted a more engaging customer experience in a bid to improve conversion rates 41
- 42. 42 42 Newton Running results: engaged customers stay longer…and buy more. Increase in dwell time72% Increase in page views64% Drop in bounce rates8% 23% Increase in conversion
- 43. Building brand experiences with Sitecore Commerce HomeFashionGroups uses their digital channels to connect with customers.They capture pictures of furniture from customers, in real life not a studio, along with ratings and reviews.These go into the printed catalogue. They are connecting their shoppers. 43© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarksof Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
- 44. Best practices for contextual commerce 44 Make commerce a seamless continuation of cross-channel conversations, and be mobile-first
- 45. Cross Channel – Mobile First! Mobile is where product research happens. The desktop is often where it closes. Social is often where decisions are made. Mobile commerce now represents 34% of global eCommerce transactions
- 46. Social is critical to building relationships Unilever buys Dollar Shave Club for 1 Billion. Dollar Shave Club excels at conducting authentic-seeming conversations with customers over social media. Unilever will gain access to all the data and analysis the startup has on its customers. The key to Dollar Shave Club's appeal is not so much its online prowess but the fact that it built a powerful brand in four years.
- 47. Best practices for contextual commerce 47 Personalization improves CX
- 48. Every Customer is an Audience of One. 48
- 49. 49 78% of customers are more likely to make another purchase from brands that provided targeted, relevant, and personalized offers.
- 51. 51 Fabulous outdoor lighting options for your favourite place!
- 52. Source: FB Lighting Camp GeoIP: New York Referrer URL: Lowe’s Visit#: One Visit #: Two GOAL: Article Read GOAL: Video Watched Profile: Interest Lighting Profile: Energy Efficiency Profile: DIY Enthusiast Profile: Deck Lighting Profile: High Budget Profile: Research Phase Profile: Evaluation Phase Engagement: LOWStrategy: Engage & Build Trust Channel: Website Personalization ?
- 53. Source: FB Lighting Camp GeoIP: New York Referrer URL: Lowe’s Visit#: One Visit #: Two GOAL: Article Read GOAL: Video Watched GOAL: Video Review GOAL: Add to Cart GOAL: Checkout GOAL: Email Nurture Profile: Interest Lighting Profile: Energy Efficiency Profile: DIY Enthusiast Profile: Deck Lighting Profile: High Budget Profile: Existing Customer Profile: Research Phase Profile: Evaluation Phase Profile: Decision Phase Email: janet@home.com Engagement: LOWStrategy: Engage & Build Trust Channel: Website Personalization ? Strategy: Cross Sell/Upsell Channel: Email Nurture Marketing Engagement: MEDIUM
- 54. Source: FB Lighting Camp GeoIP: New York Referrer URL: Lowe’s Visit#: One Visit#: Two Visit#: Three GOAL: Article Read GOAL: Video Watched GOAL: Video Review GOAL: Add to Cart GOAL: Checkout GOAL: Email Nurture GOAL: Social Login GOAL: Second Purchase Profile: Interest Lighting Profile: Energy Efficiency Profile: DIY Enthusiast Profile: Deck Lighting Profile: High Budget Profile: Existing Customer Profile: High Value Customer Profile: Research Phase Profile: Evaluation Phase Profile: Decision Phase Name: Janet Wilson Email: janet@home.com Phone: 764 3900 4576 Engagement: LOWStrategy: Engage & Build Trust Channel: Website Personalization ? Strategy: Cross Sell/Upsell Channel: Email Nurture Marketing Engagement: MEDIUM Access Special DIY Ideas! Channel: Social Media Marketing Engagement: HIGH Janet Wilson Outdoors Lighting Patio
- 55. Questions?
Editor's Notes
- 62% of google’s universal searches are for video
- 62% of google’s universal searches are for video
- Add commerce specific data
- Add commerce specific data
- Add commerce specific data
- Add commerce specific data
- 62% of google’s universal searches are for video
- In other words, people can buy anything, anytime, anywhere, with the click of a button … or even just their voice. It’s the concept behind the buy buttons you’ve seen rolling out on platforms like Instagram, Pinterest and Facebook. Enlisting friend networks in your shopping experience is just one of a number of new contextual commerce strategies disrupting the traditional customer-merchant relationship.
- Desktop is still dominating for conversion even though mobile browsing is the norm for research. This seems like a contradiction in terms, but it is not. It's caused by people researching on Smartphones, making the key decisions related to the purchase, and then actually buying on a desktop later.
- 62% of google’s universal searches are for video
- And when it comes to commerce…. Content, Commerce, & Customers are unfortunately separate One system develops ‘attraction’, that may be a CMS, social, or marketing platform. From that perspective, the ‘Shop’ is a separate site, or separate experience altogether, it’s the ‘End’ of the attraction journey. Or the ‘commerce platform’, seeing a shopper for the first time views it as the ‘beginning’ of the relationship with the customer. A new shopper. Once a transaction happens, that may be the ‘end’ of the commerce engagement. Or is it another ‘beginning’ with marketing automation for re-advertising? Is it the ‘beginning’ of the nurture program? There are several systems, (and costs associated), that are not connected in this today state. This means what experience the customer does have is lost. The truth is that commerce, or a transaction, is in the very middle of the experience. To succeed and provide experience, we prioritize the customer experience in every, connected phase.
- 62% of google’s universal searches are for video
- All of this is by virtue of the fact that Sitecore Commerce is an organic, integrated part of the Sitecore Experience Platform. We are not a string of acquisitions on different architectures that work in disjointed ways We invite you to look under our hood, so to speak, to see that we offer WCM Commerce PLUS Mobile, social, email, print, apps Federated All of which allows you to perform personalization; study accurate analytics, so that you can test and optimize For the FASTEST time to market We even integate with CRM, PIM, ERC and other 3rd party systems far better than most of the older platforms out there After thousands of implementations, we are there to support you throughout YOUR journey with us
- Trends related to contextual commerce
- Homefashion Group, (the biggest DIY in Netherlands, think Home Depot or Lowes), also recognizes the first customer challenge in shopping for furniture. And they are using digital to address it across all channels. Shoppers want to see how furniture works for ‘them’. Perhaps not in a glamorous studio, where perhaps so few of us actually live.. I know I don’t! They’ve used a very creative approach with content & customer experience. They are profiling and sourcing product photos from social channels like Instagram. Those pictures, the real pictures from customers, are used in every channel. In online catalogues, but also in print catalogues. In addition to the studio image, come even more pictures from customers. So parents looking at flooring can see it after a finger paint-day. Batchelors looking for a card table can see how the table & chairs look with people and chips on the table. This images are also available on in-store kiosks next to the products. By taking this customer centric approach, to help them address their need, they’ve increased sales on every channel.
- Caroline
- Add commerce specific data