integrating e-commerce into your customer experience

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Magnolia Conference • Wednesday, May 6, 2015 • Foster City, CA, USA

Integrating e-Commerce Into Your Customer Experience

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Jan HaderkaJames Fong

Why Content?May 6, 2015

James Fong, jfong@ca.ibm.com Senior Product Manager, IBM Commerce

© 2015 IBM

Selling online requires much more than a catalog and cart

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Content Example #1

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What convinces people to purchase?

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▪ Being informed about …

▪ ... what does this product do? how is it made? ▪ ... what is the technology behind this product? ▪ ... how does this product compare to its competition

and to others in the product line? ▪ ... what are the ingredients or materials used?

▪ Sellers need to Educate

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Content Example #2

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What motivates people to purchase?

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▪ Being enlightened about …

▪ ... what could I do with this product? ▪ ... when could I use this product? ▪ ... where could I use this product? ▪ ... why should I buy this product?

▪ Sellers need to Inspire

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Content Example #3

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▪ Being fascinated, enthralled, intrigued about …

▪ ... what the company and brand stand for? ▪ ... what customers do with their products that benefits others?

▪ “Each act of care, each gesture of kindness, reprograms our brains, forming bonds of attachment and love, weaving the very fabric of our society together more tightly, making our world smarter, stronger, and a better place to live.” Whirlpool

▪ Shoppers want to read to a story

What captivates a shopper?

watch5/1/2015

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listen

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Content & e-Commerce

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IBM Commerce – What’s Next?

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Merchandising Content

• Educate, Inspire, and tell a Story to customers by merchandising content at the right time and the right place in the customer experience – recipes, DIY guides, runway videos, customer testimonials, etc.

© 2015 IBM

How does a Seller Educate, Inspire, and tell a Story?

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How does a Seller Educate, Inspire, and tell a Story?

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How does a Seller Educate, Inspire, and tell a Story?

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Magnolia helps connect Content with e-Commerce …

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&

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IBM Commerce

Unsplash / John Cobb

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(Integration screenshot #1)

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Strengths of e-commerce

systems

Catalogs

Carts

Checkout

Unsplash

Old Faithful Shop in Vancouver, BC28

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A rich experience at

ThinkGeek

A rich experience at

migros.ch

Multi-lingual

Ratings

More info

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PersonalizationAnalytics Commerce CRM

www Mobile Site Newsletter Landing PageApp

Integration/Inbound

Multi-Channel OutboundMulti-Channel Outbound

PersonalizationAnalytics Commerce CRM

www Mobile Site Newsletter Landing PageApp

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Can you do all that?

Yes, of course!

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More info

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Multi-lingual

Ratings

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A rich experience at

migros.ch

More info

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Multi-lingual

Ratings

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A rich experience at

migros.ch

https://shop.<your business>.com/products~<category id>-< localized category name> ~<product id>-<localized product name>~.html

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(Screenshot of personalisation

showing segments defined in WCS?)

Traits

Personas

Segments

Content Variants

PersonalizationProvide better experiences that increase visitor engagement

Traits

Personas

Segments

Content Variants

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Integrations

Google Analytics

IBM Digital

Analytics

AWSJelastic

IBM Bluemix

Groovy Spring

LDAP /ADNTLM

AlfrescoCanto

Cumulus

Bright-cove

Share-point Photo-

shop

Magento

Hybris

KonaKart

IBM Smarter

Commerce

Salesforce

SugarCRM

Campaign Monitor

Click-density

Eloqua

Optimizely

Steelhouse Canvas

Atom /RSS

AddThis

FacebookFlickr

Share-This

TwitterApache

Solr

Apache OFBiz

SAP

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Thank You!

Unsplash / Rob Bye

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Backup

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