tackling multichannel complexity on...
TRANSCRIPT
Tackling Multichannel Complexity on Magento
Darryl Adie Managing Director Ampersand Commerce @DarrylAdie amp.co
Gavin Williams Multichannel Consultant Harvey Nichols @wineoftheweek harveynichols.com
The state of multichannel
The UK multichannel landscape
79%
Used Click & Collect in 2013
20%
Use it at least once a month
69%
Of consumers are multi-device
Business challenges
Business challenges
• Insight
Business challenges
• Insight • Technology
Business challenges
• Insight • Technology • Ever-changing requirements
Business challenges
• Insight • Technology • Ever-changing requirements • Talent
Business challenges
• Insight • Technology • Ever-changing requirements • Talent • Culture
Sector challenges
Luxury challenges
• Premium service
Luxury challenges
• Premium service • Scarcity
Luxury challenges
• Premium service • Scarcity • Brand expectations
Meeting the challenges
Partnership first, technology second
PIM ERP CRM
Persona scenarios
Multichannel personalisation
CRM
Click, Collect, Try
The end of ‘desktop first’ thinking
Mobile • Mobile-specific experience • Adaptive • Tokenization
Hampers (gift baskets)
Introducing non-etail
Content merchandising
Speed it up. Make it scale. • Adaptive mobile theme • Hybrid Hosting • Full page cache & CDN • Backbone.js & progressive
enhancement • Fredhopper for Content & Product
The core for multichannel
Key takeaways
• Customers not technologies
• Customers not technologies • Ever-changing requirements
• Customers not technologies • Ever-changing requirements • Agency fit
• Customers not technologies • Ever-changing requirements • Agency fit • Device strategy is about the user
• Customers not technologies • Ever-changing requirements • Agency fit • Device strategy is about the user • It never ends…
Q&A