marketlive co-dev presentation
DESCRIPTION
12/8/2011 MarketLive Co-Development Presentation by Chris Reighley at totes-ISOTONER.comTRANSCRIPT
MarketLive Co-Dev.A Business Prospective
Objective
Objective: To present our Co-Dev Business Case from totes-ISOTONER
What we hope to share with you today:
• Director: How we look strategically at Co-Development
• Manager: How you can view the tactics of Co-Development
• Developer: How your part fits into the tactics to make the strategic vision work.
Introduction
Chris ReighleyDirector of
eCommerce
Tony WillettWebsiteManager
Justin RifeMarketingManager
Elizabeth Bordonaro
ContentManager
The totes-ISOTONER eCommerce Team
Situation
• totes-ISOTONER.com launched with MarketLive in 2007• In 2010 Revenue growth was down to 0.7% YoY• Visitors to the site from 2008 to 2010 dropped by 33%
1. Our tool box was empty.2. We were not important to
the organization.3. We did not have a
strategic vision.4. We did not have
resources – internal or external.
Philosophy
If you don’t know what you are looking for, no one can help you find it.Bankie Banx
Yes I am a Pirate, 200 years too late.Jimmy Buffett
If you can dream it, you can do it.
It’s sort of fun to do the impossible.Walt Disney
What are we looking for…..
• First things first, we created a 1, 3 and 6 Year Plan.– We did not ask, we did not negotiate, we presented the plan.– Plan is to grow the D2C business from less the ½% of US
wholesale business to 7-10% in 6 years.
• We got Buy In from the TOP down.– Created a Charter for eCommerce Existence within the
organization.
• We set out to find partners, because we could not do it ourselves.
Save the Holiday
Time Frame – August 2010 through November 2010
EcoSystem: MarketLive, Omniture, Limited Email
• We knew we had technical design issues with the web site, and we did not have the resources to fix them.
• In September, we formed a partnership with DEPLabs to be our development partner.
What did we do:
DEPLabs:• Redesigned Homepage• Redesigned Product Detail Page• Redesigned Checkout Flow
MarketLive:• Integrated Bronto• Launched Mobile Web Site
Holiday 2010 Results
• Visits increased 86% during the Holiday Season• Revenue Increased 127%• Engagement Rate for the month of December was 23.7% (Yes – that is a
real number!)• Conversion Rate for the month of December was 7.21%• Average Order Value went up 10%
EARLY SUCCESS
Be a Pirate……
• After our early success, we worked on our partners DEPLabs and MarketLive to develop our eco system.
Time Frame – January 2011 through April 2011
DEPLabs• Site Refresh – went from 768 pixel width to 960 pixel width• Integrated SLI Systems for Site Search• Integrated Bazaarvoice for R&R, A&A• Integrated ForeSee Results for Customer Satisfaction
Index
MarketLive• Integrated Omniture Genesis with Bronto
Be a Pirate……
Time Frame – May 2011 – November 2011
DEPLabs• Launched Acorn.com Multi-Site• Integrated YourZoom CMS• Launched SearchSide SEO Platform
MarketLive• Integrated MyBuys• Integrated Bronto and MyBuys together• Integrated Akamai CDS
Internal Co-Dev• Redesigned Header & Footer• Refreshed Mobile Site
2011 - The Year of the EcoSystem
So, how did we do this..
1. We have adopted an agile development methodology– Backlog that is tied to customer satisfaction and business results.– Communicate schedule up and down the food chain – DON’T ALLOW SCOPE
CREEP.
2. Create a release schedule– Negotiate the schedule with the people that do the work Empower the
developers to do things in a logical order. Touch it once if at all possible.– ALLOW FOR SCOPE REDUCTION. A good idea on paper may be a bad idea in
code and kill your release.
3. Communicate Roles and Responsibility– Make sure everyone is on the same page. – Everyone needs to understand at a high level the strategies, and the tactics
being implemented – you want your managers and developers to ask why. – Encourage your partners input – honesty and trust is key – it is OK to hear “We
are not going to make it”.– Roles and responsibilities need to be defined before you start – DON’T ALLOW
SCOPE CREEP.
2012 - The Year of Customer Experience
What Makes a Difference
Priorities
Site Performance
Product Images
80% Customer Satisfaction Index
Do the impossible…..
What we are doing in 2012:• 8 Primary Release are schedule for 2012• 5.9.1 Upgrade – including CCOM• Launching US B2B Micro Site• Launching B2B & D2C Micro Sites for Canada• Launching 10-12 Localized Asian Multi Sites• Integrating the Manzella Brand
The WEATHER PROJECT• Integrating IP Routing for Geo Locations• Integrating Weather Feed (current, 3 day, 5 day and 7 day forecast)• Segmenting visitors based on weather• Changing displays to be weather related:
– Rain– Cold– Not
Do the impossible…..
You can blow this up too…..
Contact Information
Chris Reighley
Director of eCommerce
totes-ISOTONER.com
Acorn.com
(513) 682-8375