CRAWL, WALK, RUN: HOW TO PLAN FOR & EXECUTE ECOMMERCE IN YOUR OMNICHANNEL MARKETING STRATEGY

Sean Rusinko@SeanRusSVP, Digital Strategy Verndale

Sponsored by:

INTRODUCTIONSAbout me and the company I work for

Who is this guy?

• Sean Rusinko

• Head of Digital Strategy at Verndale

• Passionate about Experience Technology & Marketing Transformation

• @seanrus

• @verndaletweets

What is experience technology?

What we’ll cover today

1. Market Trends

2. eCommerce Maturity Examples

3. Guiding Principles for eCommerce Transformation

4. Q&A

MARKET TRENDSUser behavior, technology evolution & marketing innovation

A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful

customers.

We’ve entered the age of the customer

Once, Technology Favored Companies;

Now, It Empowers Customers

The Customer Experience (CX) Should Be at the Center of Your

Digital Marketing Strategy

Technology has tipped the balance

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A decade ago, it was much simpler

Path-to-purchase needs to be a connected experience

Throughout each phase in the journey, users expect a connectedexperience at every touchpoint& on every device

Retail store foot traffic down, but are sales up

Increasing online research during the path-to-purchase has decreased brick-and-mortar traffic while ecommerce sales increase and new retail stores open

Companies are competing for empowered customers

CONTENTAUTHOR

WCM PRODUCTMGR

COMMERCE

Disconnected experienceTHE MARKETER’S STRUGGLE BETWEEN WCM AND COMMERCE

"Companies need cohesive digital customer experiences, but marketing

and Commerce groups often operate in

silos with differing objectives, which leads them to buy and operate

independent solutions for brand

content and transactions. The end result? A fragmented, confusing and

poorly integrated digital presence.”

OMNI-CHANNEL INTEGRATION A TOP MANDATE

2015 Technology investment priorities

Forrester estimates a 12% compound annual growth rate and overall 75% growth in platform spending by the end of the decade.

Spending on commerce platforms to reach $2.1B

INTEGRATED WCM AND COMMERCE FOR A UNIFIED USER EXPERIENCE

Technology going forward

THIS DOES NOT WORK ANYMORE.

THE PROMISE OF XM

• Leverage cross-channel data for targeted content

• Personalized experiences across touchpoints and journey phases

• Scalable platform for sustainable investment

Connecting the experience through CXM

c

How the modern day commerce experience is powered

MULTIPLE OPTIONS RANGING IN USER EXPERIENCE CONSISTENCY

Content & Commerce integration approaches

CXM-commerce options present different customer experience & cost-to-implement scenarios:

STANDALONE:Separate content and commerce systems creating a disjointed path-to-purchase along with the added costs to maintain two separate systems.

CAPTIVE:Content, Product and Analytics mostly sit together allowing for a connected experience at a lower price point.

INTEGRATED:Content, Product and Analytics are managed in one place, which allow for a fully connected experience, but currently are difficult to scale to the enterprise.

CONNECTED:Best-of-breed content and commerce systems are closely integrated allowing for a fully connected enterprise-worthy CXM strategy.

Digital marketing maturity

Digital marketing maturity: interested

Maturity by industry

Are you Roadmapped-enabled?

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IN-INDUSTRY EXAMPLESCurrent state and quick win examples

Three path-to-purchase user scenarios

Take me there example: Velcro

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VELCRO’S CHALLENGE

Build and introduce a new connected user experience that would allow Velcro to sell direct to consumer through its own ecosystem and Amazon fulfillment API.

Velcro

VelcroTHE SOLUTION

• Intuitive UI re-think to allow for efficient product configuration

• Responsive design to support mobile commerce

• CXM-Active Commerce with a number of customizations including Amazon fulfillment services API

Let me try it out example: Zildjian

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• Digital is the highest ROI channel in their marketing mix

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Commerce execution through shopatron

Wizard it for me example: Carmax

COPYRIGHT 201537

Carmax

GUIDING PRINCIPLESKeep these top-of-mind when you’re planning

Customer expects connected experience

Approach maturity with crawl, walk, run

COMMERCE MATURITY: ATTRACTPre-commerce, catalog website with basic demand generation and analytics

COMMERCE MATURITY: CONVERTContent & commerce begins to blend, testing and automation convert & nurture users

COMMERCE MATURITY: ADVOCATEFully integrated content & commerce with personalized automation across every phase and channel throughout the journey

Design modularly across the path-to-purchase

CONTENT: Persona Mapping, Modular Design for Personalization & Reuse

CUSTOMERS: Audience Segments & Journey Phases

EXPERIENCE MARKETING: Omnichannel Personalization, Optimization & Automation

Build the technology foundation

Orchestrate experience marketing

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Q&ALet’s keep the dialogue going

Download the Presentation!

content.verndale.com/mitx2015