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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, [email protected] Senior Product Manager, IBM Commerce
© 2015 IBM
Selling online requires much more than a catalog and cart
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© 2015 IBM 5/1/20155
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
© 2015 IBM 5/1/201515
Content Example #3
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© 2015 IBM
▪ 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
© 2015 IBM
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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© 2015 IBM
How does a Seller Educate, Inspire, and tell a Story?
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© 2015 IBM
How does a Seller Educate, Inspire, and tell a Story?
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© 2015 IBM
Magnolia helps connect Content with e-Commerce …
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(Integration screenshot #1)
Old Faithful Shop in Vancouver, BC28
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A rich experience at
ThinkGeek
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
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
41 Unsplash / Maja Petric
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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Backup
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