Responsive:M-Commerce Strategy for B2B

Ernst de Haan, E-commerce Architect, Deli XL Oracle CX Day (September 27, 2012)

> Team leadE-commerceproject

> Multi-siteCommerceplatform

> For customersand agents

> Implementationpartner

> ATG specialists

Responsive: M-Commerce Strategy for B2B

The Challenge

Alternatives

Chosen Solution

Status & Next Steps

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2

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M-commerce @ Deli XL

> B2B foodservice> Customers ≠ consumers> Customer experience:> shopping, special, fun> ordering, recurring, professional necessity> no food delivery = no business

> Specific use cases, e.g.> go into stockroom, update amounts in purchase list> bar code scanning

70 kg of fishevery week!

DVD for a kidone-off

business-criticalfun

€ €€€€€€

Aim

> Support customers with purchasing:> on mobile devices…> …and in mobile usage scenarios

(e.g. in warehouse without Internet connection)

> Consistent experience across channels> prices, promotions, assortment, features, etc.

> Happy customers> Low cost profile, good sales

Trends in Commerce

> Expectation levels: growing> instant gratification> today is the new tomorrow> low irritation threshold

> Online: growing> Mobile: growing> Diversity in mobile devices: growing

> B2B lagging behind B2C, but moving

upupup

Vision

> Deli XL hasstrategic advantage over competition:> best logistical network for food in Netherlands> best online experience> …including mobile

Responsive: M-Commerce Strategy for B2B

The Challenge

Alternatives

Chosen Solution

Conclusion & Next Steps

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4

Challenges

> Web shop improves fast (3 week rhythm)> keep mobile experience up to par

> How do customers find it? > Variation in mobile devices> impacts development and testing> don’t forget maintenance> Deli XL management has iPads/Galaxy Note

Hardware:> tablets/phones> aspect ratio> dimensions> pixel density> connectivity

OS:> Apple iOS> Android

(all variations) > Windows Phone> Blackberry (?)

…and it gets more complicated:> Android has numerous variants> OS versions make a difference> variations in app stores> how do you test all this?

Main Alternatives

1. Apps> one app per platform (in a volatile landscape)

2. Web> use web site(s) for all devices/use cases

Alternative 1: Apps

> One app per platform (volatile landscape)> iOS (differentiate iPhone and iPad ?)> Android (note large variation, different app stores)> Windows Phone? Blackberry?

> Specialized skills required> Costs can easily explode (recurring!)> Feature-rich + faster UI> How do you keep site + apps in sync?

Apps – costs

> Integration with existing IT needed> assortment, prices, promotions, search, etc.

> Development per platform> may require special hardware

> Testing per platform/device> brace yourself!

> Deployment per app store> External factors can trigger maintenance> e.g. OS popularity changes, OS updates, new devices

Alternative 2: Web Site(s)

> Create mobile CX using web technologies> Regular web skills are useful (but insufficient)> Less feature-rich> More cost-efficient (note I didn’t say ‘free’)> One site? → no sync issues

Responsive: M-Commerce Strategy for B2B

The Challenge

Alternatives

Chosen Solution

Status & Next Steps

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Choosing an Alternative

Apps Web

Feature-rich Less feature-rich

Fastest possible UI Slightly slower UI

Special skills Expand on web skills

High costs expected Lower costs expected

Maintenance high Maintenance low

Difficult to keep in sync Easier to keep in sync

✓✓✓ ✓✓✓✓✓ ✓✓

✓ ✓✓✗ ✓✓

✓✓✓✓✓✓

✗

Hold on…

it’s not thatblack white& white

Different “Web Approaches”

> Cheapo: don’t optimize for mobile> suboptimal experience, issues/irritations

> Optimize for individual devices> very costly, high maintenance, issues/irritations

> Special mobile site – m.delixl.nl> costly, high maintenance, out-of-sync, issues/irritations

> Cheapo++: only resolve obvious issues> Responsive: one site, adapts to device> costs involved, good experience, synced

What is Responsive?

> Site adapts to size of browser display area> Content can be hidden> Display styles can be changed

Example: Suitsupply sitewhen viewed at regular desktop size

Example: Suitsupply sitewhen viewed at tablet (portrait) size

Example: Suitsupply sitewhen viewed at smartphone (landscape) size

Example: Suitsupply sitewhen viewed at smartphone (portrait) size

Responsive – Challenges (1/2)

> How many experiences?> 1. wide (desktop)> 2. tablet landscape + 3. portrait> 4. smartphone landscape + 5. portrait> combine some?

> What content do you show/hide?> Do you design desktop- or mobile-first?> Hide features/content on smaller screens?

Responsive – Challenges (2/2)

> Add features/content at certain sizes?> How do you:> come close to the app UX…> get on the user’s home screen…> handle Retina displays…> let the business manage the experiences…> avoid a maintenance explosion… (due to variations)

Responsive: M-Commerce Strategy for B2B

The Challenge

Alternatives

Chosen Solution

Status & Next Steps

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Status & Next Steps

> Currently at Cheapo++ level:> irritations resolved

> Responsive POCs executed> help de-/refine strategy> fuel eagerness

> Current focus:> core features> enabling customers

> Started preparatory implementation

Conclusion

> Responsive is m-commerce strategy Deli XL:> site & mobile experience in sync at all times> leverage available web skills> cost-effective – both setup and recurring costs

Deli XL (ATG) site:www.delixl.nl