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Meet Magento PL 2015
Omnichannel	first	steps
Borys	Skraba

Bold	Brand	Commerce	sp	z	o.o.
Meet Magento PL 2015
Omnichannel	is	like	
teenagers'	sex.	
Everyone	is	talking	
about	it,	almost	

no-one	has	ever	done	
this
Meet Magento PL 2015
Obvious	for	a	consumer		
but	
Complicated	for	a	company
Meet Magento PL 2015
A	multichannel	strategy	is	about	
managing	a	series	of	separate	touch	
points	through	various	channels	
An	omnichannel	strategy	is	about	
integrating	touch	points	to	create	a		
immersive,	device	agnostic	
experience
Meet Magento PL 2015
Consumers	experience	the	whole	brand,	
not	a	channel	or	individual	touch	point	
Requires	consistency	across	all	retail	
channels	
Enables	customer	to	start	their	
experience	via	one	channel	/	device	and	
continue	or	finish	via	others
Meet Magento PL 2015
Classic	shopping	funnel	is	dying
Meet Magento PL 2015
What	does	it	mean	for	a	large	
enterprise?
Meet Magento PL 2015
Meet Magento PL 2015
Omnichannel	=	Omnichange	
if	you	are	not	ready	for	a	huge	
organizational	change	it's	not	
going	to	be	a	success
Meet Magento PL 2015
Omnichannel	=	Omniengagement	
of	the	company,	including	
operations,	logistics,	finance,	
marketing,	HR	departments	
engagement
Meet Magento PL 2015
Big	change	requires	small	steps	
and	a	roadmap
Meet Magento PL 2015
Key	success	factor	is	

the	concept	and	consistency
Meet Magento PL 2015
Omnichanel	aproach		
• step	1	-	present	product	and	price	coherently	
online	and	offline,	in	a	device	agnostic	way	
• step	2	-	coordinate	online	/	offline	
omnichannel	process	along	the	organization		
• step	3	-	integrate	sales	experience	and	
promotion
Meet Magento PL 2015
Meet Magento PL 2015
70	brick	&	mortar	shops	
Each	shop	has	different	price	and	
stock	levels	
40,000	SKU	online	
Over	2	000	000	UU	/month
Meet Magento PL 2015
External	PIM		
Click	&	Collect	model		
One	payment	gateway
Meet Magento PL 2015
Stock	update	AOAP		
(As	Often	As	Possible)
Meet Magento PL 2015
Meet Magento PL 2015
Meet Magento PL 2015
Approach	to	use	70	websites	for	each	B&M	shop	
Different	prices	for	each	store	
Option	to	restrict	access	to	each	store	
Options	to	change	configuration	of	selected	webstore		
Necessity	to	extend	Magento	standard	features
Meet Magento PL 2015
Magento	Enterpeise	Architecture	
Varnish	load	ballancer	
Nginx	+	Php-fpm	
Full	Page	Cache	
Redis	Cache
Meet Magento PL 2015
3,200.000	-	product	pages,	
3,200.000	-	price	positions,	updated	every	20	minutes,	
			800.000	-	pages	served	daily,	
					46.000	-	SKUs,	
							2.000	-	categories,		
							1.700	-	attributes,	
							1.000	-	attributes	sets,	
													71	-	Magento	websites
Meet Magento PL 2015
Google	Search	Appliance	integrated	

with	Magento	Enterprise
Meet Magento PL 2015
Omnichannel	=	omniCHANGE
Meet Magento PL 2015
Omnichanel	aproach		
• step	1	-	present	product	and	price	coherently	
online	and	offline,	in	a	device	agnostic	way	
• step	2	-	coordinate	online	/	offline	
omnichannel	process	along	the	organization		
• step	3	-	integrate	sales	experience	and	
promotion
Meet Magento PL 2015
Borys	Skraba
borys.skraba@bold.net.pl	
+48	501	351	542

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Omnichannel First Steps

  • 1. Meet Magento PL 2015 Omnichannel first steps Borys Skraba
 Bold Brand Commerce sp z o.o.
  • 2. Meet Magento PL 2015 Omnichannel is like teenagers' sex. Everyone is talking about it, almost 
 no-one has ever done this
  • 3. Meet Magento PL 2015 Obvious for a consumer but Complicated for a company
  • 4. Meet Magento PL 2015 A multichannel strategy is about managing a series of separate touch points through various channels An omnichannel strategy is about integrating touch points to create a immersive, device agnostic experience
  • 5. Meet Magento PL 2015 Consumers experience the whole brand, not a channel or individual touch point Requires consistency across all retail channels Enables customer to start their experience via one channel / device and continue or finish via others
  • 6. Meet Magento PL 2015 Classic shopping funnel is dying
  • 7. Meet Magento PL 2015 What does it mean for a large enterprise?
  • 9. Meet Magento PL 2015 Omnichannel = Omnichange if you are not ready for a huge organizational change it's not going to be a success
  • 10. Meet Magento PL 2015 Omnichannel = Omniengagement of the company, including operations, logistics, finance, marketing, HR departments engagement
  • 11. Meet Magento PL 2015 Big change requires small steps and a roadmap
  • 12. Meet Magento PL 2015 Key success factor is 
 the concept and consistency
  • 13. Meet Magento PL 2015 Omnichanel aproach • step 1 - present product and price coherently online and offline, in a device agnostic way • step 2 - coordinate online / offline omnichannel process along the organization • step 3 - integrate sales experience and promotion
  • 15. Meet Magento PL 2015 70 brick & mortar shops Each shop has different price and stock levels 40,000 SKU online Over 2 000 000 UU /month
  • 16. Meet Magento PL 2015 External PIM Click & Collect model One payment gateway
  • 17. Meet Magento PL 2015 Stock update AOAP (As Often As Possible)
  • 20. Meet Magento PL 2015 Approach to use 70 websites for each B&M shop Different prices for each store Option to restrict access to each store Options to change configuration of selected webstore Necessity to extend Magento standard features
  • 21. Meet Magento PL 2015 Magento Enterpeise Architecture Varnish load ballancer Nginx + Php-fpm Full Page Cache Redis Cache
  • 22. Meet Magento PL 2015 3,200.000 - product pages, 3,200.000 - price positions, updated every 20 minutes, 800.000 - pages served daily, 46.000 - SKUs, 2.000 - categories, 1.700 - attributes, 1.000 - attributes sets, 71 - Magento websites
  • 23. Meet Magento PL 2015 Google Search Appliance integrated 
 with Magento Enterprise
  • 24. Meet Magento PL 2015 Omnichannel = omniCHANGE
  • 25. Meet Magento PL 2015 Omnichanel aproach • step 1 - present product and price coherently online and offline, in a device agnostic way • step 2 - coordinate online / offline omnichannel process along the organization • step 3 - integrate sales experience and promotion
  • 26. Meet Magento PL 2015 Borys Skraba borys.skraba@bold.net.pl +48 501 351 542