We’ve all become digital natives: from millennials to boomers, we’re all evermore tied to our connected devices. And, as a result, the customer journey has radically changed. Today’s consumer expects a consistent brand experience across all channels and devices. Thus, the competitive bar is continually being raised to outperform the market and attain higher conversion rates while continually meeting - and hopefully even exceeding - consumer expectations. In the early days of eCommerce, the commerce platform was more than sufficient for the customer journey. eCommerce has now become the main growth channel for retailers and brands alike. In today’s complex world of omnichannel shopping, a stronger and more engaging experience that integrates content into the shopping journey is no longer an option - it’s a requirement. The best commerce experiences come from pulling together expertise across three essential dimensions: back-end commerce, front-end experience management, and user experience strategy. Join us and hear how Acquia, commercetools, and Born Group bring their specific areas of expertise together, and hear how Moda Operandi has seen real value from the marriage of content and commerce. In this webinar, you’ll hear: Why experience-led commerce is the future and why many brands are doing it How to have enterprise commerce without the enterprise complexity and price tag A success story from Moda Operandi discussing how they’ve integrated content and commerce and the value they’ve seen in it Born Group will bring their deep knowledge of user experience to guide the conversation from a consumer's perspective. Register today and learn the value that content and commerce can bring to your business.

1. Why It’s Time for an
Experience-Led
Commerce Strategy
September 16, 2015

2. A global agency for creative ideation, commerce solutions,
mobile innovations, integrated marketing and digital content.
~
We are passionate about delivering memorable customer
experiences that generate measurable business results.
BORN
2

3. Recogni(on
that
we
have
won:
North
America
(New
York
HQ)
Founded
2011
Europe
(London
HQ)
Founded
1987
Asia
(Chennai
HQ)
Founded
2007
28 Years and Award Winning
3

4. A paradigm shift towards the customer
4

5. Disruption is Here

6. Commerce is changing. Fast.

7. What does this mean for brands?
Commoditizing the MarketMarket disrupters

8. Source: Forrester Research Online Retail Forecast, 2012 to 2017
International expansion is on every
roadmap

9. Global Marketplaces
Explosive growth in
emerging markets is forcing
brands to address their
unique needs

10. An over-reliance on IT
Marketing is dependent on IT
for everything from content
updates to page layouts
IT
Page
Layouts
Landing
Pages
&
Experiences
New
Templates
Content
Updates
OpMmize
Experiences
Update
Social
Media
3rd
Party
IntegraMons
Code
Deployments
IT
Page
Layouts
Landing
Pages
&
Experiences
New
Templates
Content
Updates
OpMmize
Experiences
Update
Social
Media
3rd
Party
IntegraMons
Code
Deployments

11. Inefficient Content Workflow
Content workflows and
managing content
assets is limited
tdunn@store.com
New Content for Website
Hi Tim,
Attached is the updated content for the new marketing landing page.
Thanks!
Amanda

12. Content development
Basic HTML skills are
often required to manage
non-product content

13. Transformation is not easy, but it’s not
optional
74% of retailers reported
that their online sales grew
10% or more in 2014, and
big investments are
planned for 2015
Source: Forrester Research, The State of Online Retailing 2015

14. A diluted brand
Brand A
Brand B
Brand C
Brand D

15. Globalization Challenges
Your global brand
needs a consistent
voice localized by
regional experts

16. The two-site syndrome

17. What does evolved look like?
Before: A forced choice After: Experience-led Commerce

18. Removing the division
Before: Rigid Wireframe Templates After: Design Without Limits

19. Enabling blended
experiences
60% of organizations
reported that
commerce and
marketing teams
function in silos.

20. “As a content and commerce
marketer, The North Face has a
strategic imperative to stimulate
emotional connections and maximize
customer value.”
~R. Shay Miles*
*http://www.cmswire.com/cms/digital-marketing/discussion-point-can-one-firm-provide-complete-digital-experience-026277.php
**http://digiday.com/brands/sociomantic-retailers-as-publishers/
“Consumers are no longer looking for
shopping experiences that are
distinctly separate. Today, consumers
are looking to shop within content.”
~Rachel Tipograph**

21. What about the bottom line?

22. 43.0%
14.5%
-­‐33.9%
-­‐40.0%
-­‐30.0%
-­‐20.0%
-­‐10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
Stock
Performance
(2007-­‐2012)
Source: Forrester Research and Wartermark Consulting
Customer
Experience
Laggards
S&P 500 Index
Customer
Experience
Leaders
Customer Experience is Critical
https://solutions.forrester.com/age-of-the-customer/cio-cmo-strategy-3115Q-3763IK.html?intcmp=mkt:ban:ah:blueprint

23. Emotion, not price
Source: Gallup State of the American Consumer
“Customers purchase
based on price when
there is no emotional
connection to a
particular retailer”
~Gallup

24. Barney’s Content Drives Conversion
“Customers who read
Barneys' editorial site
spend 40% more than
those who don’t”
~Matt Linder, Internet
Retailer
https://www.internetretailer.com/2015/03/24/barneys-relaunches-its-e-commerce-site-more-personalization

25. Acquia Commerce

26. Overall Vision: Best of Breed Commerce Suite
→ Experience Management
→ Transactional Platform / Commerce Platform
→ Share and enrich content and products between exp. mgmt. and commerce
systems
→ Storefront Site / Mobile Apps / etc.
→ Deliver cart & transaction from storefront to backend systems
→ SLA / Support / Services to ensure all components are up and performing well
→ Search Experience Building Tools
→ Visitor Identification, Profile Management, and Personalization
→ Back office Systems (OMS, PIM, ERP)

27. Experience Management
Commerce Platform
Payment
Gateway
Pricing Rules Cart PIM Other
Commerce Systems &
Technologies
Multi-channel
shopping experiences
Commerce Platform
Commerce Systems &
Technologies
Commerce Today

28. Experience Management
Commerce
Payment
Gateway
Pricing Rules Cart PIM Other
Commerce Systems &
Technologies
Multi-channel
shopping experiences
Home Page Category Page Product Page Content Page Article Page
Experience Management
Commerce
Commerce Systems &
Technologies

29. Success Stories

30. Puma Deployed the Acquia Platform & Demandware to Unify Content
and Commerce to Deliver a Beautiful Global Commerce Experience.

31. Lush Cosmetics launched on the Acquia Platform, bringing their
in-store experience online and saw a 53% increase in online sales

32. Thank You

33. AS A SERVICE
SOLVING COMMERCE

34. All Rights Reserved© 2015 34
Omni-Channel drives revenue
Single biggest incremental revenue opportunity for retailers

35. All Rights Reserved© 2015
• Simplifies back office integration via advanced API architecture
• Enables virtually any consumer presentation - unlimited "store layouts"
• Provides for a complete suite of digital commerce technology with no need for replatforming
35
Omni-channel Challenges
commercetools solution enables organizations
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software. November 2013.

36. All Rights Reserved© 2015 36
Transactional Power Has Shifted

37. 37
Retailers
• Efficient and Agile
• Drives top line revenue growth through omni-channel enablement
• Allows for focus on business, not technology
• Budgets uses to drive business value, not platform and integration
• Never re-platform again

38. 38
Consumers have high demands to
omni channel offerings
Performance matters and defines
conversion
Modern and future-proven architecture
60% of your
customers expect
omni-channel
capabilities
Define delivery time
and provide same
day delivery - 91%
More than 80% of
all customers use
their smartphone in
retail stores
View local inventory
online - 89%
Source: Forrester, Nielsen
0-1 1-2 2-3 3-4 4-5 5-6
Page Load Time
✓ Modern and future-proven technology
stack
✓ Enterprise-ready (PIM, Customer +
Order Management)
✓ Open API
✓ Software-as-a-Service with continuous
delivery (no license)
✓ Cost-Efficient
✓ Global customer base
Source: Wallmart
Commerce-as-a-Service
✓ Omni-Channel API
✓ High Performance (<100ms)
✓ Future-proven „Beyond Mobile“
✓ Supports Java, PHP, iOS and many more
Advantages of Commerce as a Service
Enterprise eCommerce software combined with efficient infrastructure services

39. All Rights Reserved© 2015 39
CaaS reduces complexity
Webshop ERP CRM BI Andere
PI
M
C
M
O
M
Marke
ting
In
t.
Anal
ytics
Inventory
Shipping
Integra
tion
REST
API
E
R
P
C
R
M
B
I
And
ere
Building Omnichannel Capabilities

40. • Unlimited front end creativity through Drupal
• Enterprise PIM
• Unlimited data modeling
• Enterprise discount/promotions/pricing engine
• Unlimited custom development capability yet all devops, scaling etc are taken care of
for you
• Enables mobile first, true omni-channel
• Supports B2B and B2C on one unified platform
• Scalability, security etc.
• Support
40
What makes us enterprise?

41. 41
Our customers

42. All Rights Reserved© 2015 42
About us
• Founded in 2006
• 50+ Enterprise
customers worldwide
• 20 Partner agencies
worldwide
• 80% B2C — 20% B2B
customers
• 50+ Open Source
Repositories on Github
(1 update/month)
• 100+ feature releases
per year
• +100 e-commerce
projects
• +1.300 registered
developers and
merchants
• >5.5 Mio. API calls per
day
• >75 employees (>60%
developers)
• 3 offices: Munich, Berlin,
New York
• Since 2014 part of the
REWE Group (> €55bn
revenue)

43. Romancing The Product
Presented By: Keiron McCammon, CTO

44. Revolutionizing luxury retail one runway at a time
• It’s about ultimate access
o Curate the runway within an hour of the show
o NEW YORK, LONDON, MILAN, PARIS, BERLIN, MOSCOW,
SYDNEY…
• For our luxury clientele
o Age 35–50
o Shops 6–9 times a year
o Resides in over 150 countries
• To an enviable portfolio of marquee, established & emerging brands
o Hermès, Rochas, Oscar de la Renta, Burberry, D&G

45. In 2014 we embarked on a BHAG
• Establish a top notch, in-house product & technology function
…so we could…
• Build a new, flexible ecommerce platform with integrated content
management system
• Migrate & integrate business data/systems
• And launch a brand new, fast/responsive website

46. Key Themes
• Romance the product
o Yet don’t let form outweigh function
• Tell stories
o Yet don’t create editorial
• Native mobile & website
o Yet each must have a purpose
• Honor our brands
o Yet not lose sight of our own

47. Making it Visually Compelling (romancing the product)
A 6 month, iterative design process…
• That created over 1000 design files, revisiting every page, flow and
function of our site…
• Resulting in a completely restructured site, designed in parallel for
desktop/iPad/iPhone…
• With a focus on long form, scrollable pages…
• And an attention to detail
…right down to our “about us”

48. Making it Engaging (telling stories)
Using stories & content to support the act of commerce,
not detract from it…
• No separate “editorial” section
• Integrate content throughout site
o Completely programmable home page, landing pages, category
pages, product grids, product pages, designer profiles, search
results…
• Yet, user testing told us content must be relevant to placement
o …it’s all about context

49. This is not the finish line…
…this just gets us to the start line!

50. About the Speaker
Keiron McCammon is a serial entrepreneur,
speaker & advisor
• Co-founder/CTO of Kaboodle, pioneer of social shopping, acquired
by Hearst
• Co-founder of Poshmark, mobile-first used fashion marketplace,
leader in space
• Founder/CEO of Bonfaire, preorder ecommerce, acquired by Moda
Operandi
• And now CTO at Moda Operandi
http://onehandedblogger.com/