Commerce + content perfected
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This document discusses the integration of commerce and content platforms. It notes that traditionally these systems have been siloed, making updates and changes difficult. However, commerce and content capabilities are now amalgamating, with platforms offering tighter integration between the two functions. The document promotes the Cortex sandbox from Elastic Path as a way to achieve a seamless integration of commerce and content.
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Commerce + content perfected
- 1. Commerce + Content Perfected Featuring: Matt Dion, VP Marketing, Elastic Path David Chiu, Ecommerce Strategist, Elastic Path © Copyright 2013, Elastic Path Software Inc. All rights reserved.
- 2. © Copyright 2013, Elastic Path Software Inc. All rights reserved.
- 3. “What are your technology investment priori6es for the coming year?” * Commerce and Content: The Perfect Couple or a Tumultuous Affair? Forrester Research Inc., November 19, 2013 3
- 4. Ecommerce and CMS plaKorm capabili6es are rapidly amalgama6ng * Commerce and Content: The Perfect Couple or a Tumultuous Affair? Forrester Research Inc., November 19, 2013 4
- 5. Your Ecommerce Site Today • Built by IT or outsourced • Silo within your organiza8on • Website only, mobile maybe • Other touchpoints • Social, apps, cars, kiosks? • Making changes? • Take a number please 5
- 6. Online stores are great catalogs
- 7. * US Cross-‐Channel Retail Forecast, 2012 to 2017 Forrester Research Inc., October 2013 7
- 8. But over in Marketing…
- 9. * US Cross-‐Channel Retail Forecast, 2012 to 2017 Forrester Research Inc., October 2013 9
- 10. * US Cross-‐Channel Retail Forecast, 2012 to 2017 Forrester Research Inc., October 2013 10
- 11. 11
- 12. The State of Content + Ecommerce Integra6on
- 13. The State of Content + Ecommerce Integra6on
- 14. It doesn’t have to be this way!
- 15. 15
- 16. But really … How do you do this? 16
- 17. Op6on 1: Side-‐by-‐side or hybrid delivery * Commerce and Content: The Perfect Couple or a Tumultuous Affair? Forrester Research Inc., November 19, 2013 17
- 18. Op6on 2: Ecommerce-‐driven delivery * Commerce and Content: The Perfect Couple or a Tumultuous Affair? Forrester Research Inc., November 19, 2013 18
- 19. Op6on 3: CMS-‐driven delivery (in theory) * Commerce and Content: The Perfect Couple or a Tumultuous Affair? Forrester Research Inc., November 19, 2013 19
- 20. Op6on 3: CMS-‐driven delivery (in reality) REST web services SOAP web services MoM / ESB / SOA 20
- 21. It doesn’t have to be this way!
- 22. 22
- 23. 23
- 24. Content + Ecommerce – Show8me! 24
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- 37. Cortex Sandbox Coming Soon Learn more about Cortex and request a demo at www.elasticpath.com/ecommerce-api 37
Notas do Editor
- Here is a chart from Forrester, Gartner has the exact same one. You are purchasing both of these systems today, to build a digital experience. The questions is should these be run as separate systems or one and if you do combine them, then now?
- Here is a chart from Forrester, Gartner has the exact same one. You are purchasing both of these systems today, to build a digital experience. The questions is should these be run as separate systems or one and if you do combine them, then now?
- So lets start by looking at your ecommerce site. Its probably run by IT or fully outsources.Runs as a silo in your organization. Probably just a website maybe with mobile, than may or may not be very good. And what about other touchpoints – social media, cool apps, in store kiosks, wearables???And oh yeah, making changes to it to keep up – take a number please….
- They do make fine online catalogs
- The market for “traditional ecommerce”Let me begin by talking a little bit about the market for traditional ecommerce, where we’ve been considered one of about a dozen major players for many years nowAccording to Forrester Research, direct online spending – the purchases that you make when you go to a desktop or mobile retail site and shop – is growing by a healthy 11% year over year, and this robust growth is expected to continueBy 2016, this kind of online spending in the US should total around 300 billion dollars, or about 9% of all purchases made by consumersElastic Path, along with our competitors, has always provided key capabilities to this space:Merchandising and monetizationPricing and promotions, including personalizationOffer and order managementTransactional capabilities – carts, ordering, billingAccount history and usage metricsThis is a healthy and robust market, and one in which we expect to play a leading role for many years to come.But this is where it just starts to get interesting for us
- Meanwhile over in marketing
- The market for “traditional ecommerce”Let me begin by talking a little bit about the market for traditional ecommerce, where we’ve been considered one of about a dozen major players for many years nowAccording to Forrester Research, direct online spending – the purchases that you make when you go to a desktop or mobile retail site and shop – is growing by a healthy 11% year over year, and this robust growth is expected to continueBy 2016, this kind of online spending in the US should total around 300 billion dollars, or about 9% of all purchases made by consumersElastic Path, along with our competitors, has always provided key capabilities to this space:Merchandising and monetizationPricing and promotions, including personalizationOffer and order managementTransactional capabilities – carts, ordering, billingAccount history and usage metricsThis is a healthy and robust market, and one in which we expect to play a leading role for many years to come.But this is where it just starts to get interesting for us
- Versus the market for all purchases influenced by digital experience…The same Forrester Research forecasts that in the same period, 44% of everything purchased by consumers will be directly influenced by interaction with one or more digital experiencesYou can already see this in industries like automotive, where the vast majority of developed nation buyers begin their purchasing journey in the digital spaceCompared to the $327 billion market for direct online shopping, this is a vast potential market of over $1.6 trillion dollars where digital brand experiences – everything from content websites to mobile apps, to social, to digital campaigns, to APIs that bring content and commerce directly to actual products – can make or break the purchase decisionWe believe that many of the core capabilities of ecommerce that we just talked about:Merchandising and monetizationPricing and promotions, including personalizationAccount history and usage metricsHave a key role to play to help businesses monetize and enrich the digital experiences that they create to reach customersIt sounds like a brilliant future, but of course it’s easier said than done.As it stands today, most ecommerce platforms do not have the ability to simply connect themselves to user experiences other than a desktop or mobile shopping siteBut at Elastic Path, we spent 4 years and a few false starts before we launched our flagship product, Elastic Path Cortex, to do exactly this.Let me give you a little background on how we got here, and leapfrogged our competition with a radically different approach.
- Explaining the traditional role of an ecommerce platform…Here’s how almost all digital businesses are organized today:Ecommerce drives a desktop store, and maybe a mobile shopping site or two. These are channels operated by an ecommerce group, and supported directly by IT.[BUILD] But unless you’re a true pure play, the brand is owned by your CMO – brand sites, content sites, digital campaigns, cool apps, and all sorts of third-party relationships that are probably giving the ecommerce and IT teams nightmares.[BUILD] On top of this, most companies will have critical line of business systems – everything from point of sale at retailers, to ERP systems, to business intelligence applications that collect data from cars, and thermostats, and running shoes. This is yet another silo with it’s own data and capabilities.[BUILD] Features, functions, and data are effectively locked in silos. Customer experiences are powered by just part of a company’s overall capability. Departments are limited in their ability to see the customer as a whole. It’s no wonder that most companies suffer from a digital customer experience that is poor and disjointed.
- http://www.canon.ca/inetCA/home?m=homehttp://www.canon.ca/inetCA/products?m=gp&pid=27328
- It doesn’t have to be this way
- Lisa & Alana to provide revised after approach graphicWith patent-pending technology that will bring essential capabilities to every digital experience in every industry…Four years ago we took a risk and decided to rip the head off our ecommerce softwareInstead of competing with other applications like WCM, CEM, mobile application platforms – that will always be better, faster, and stronger and creating and delivering the customer experience, we focused on creating the best commerce foundation layer for driving any digital experienceWe did this by creating – from scratch – the industry’s most robust and easy to use enterprise API.Elastic Path Cortex is, as far as we know, the first and only enterprise grade commerce API designed from the ground up to give intermediate developers – not enterprise commerce experts, but developers that work for business groups, for marketing, for digital agencies, for partner companies – simple, secure access to data and capabilities that until now have been locked into the ecommerce silo. Our goal is to take highly complex, but highly valuable functions:Merchandising and monetizationPricing and promotions, including personalizationAccount history and usage metricsAnd make them as easy to use as embedding a Google Map or a Facebook Like button into a website.Elastic Path Cortex takes all of the data and capabilities that have been used for years to drive ecommerce sites, and unifies them into a single streamlined API that’s easy to put into apps, digital marketing, APIs, and physical products.Our goal is to break ecommerce free from the 9% - the 327 billion dollars, and bring it to the 44% - the $1.6 trillion market.
- Lisa & Alana to provide revised after approach graphicWith patent-pending technology that will bring essential capabilities to every digital experience in every industry…Four years ago we took a risk and decided to rip the head off our ecommerce softwareInstead of competing with other applications like WCM, CEM, mobile application platforms – that will always be better, faster, and stronger and creating and delivering the customer experience, we focused on creating the best commerce foundation layer for driving any digital experienceWe did this by creating – from scratch – the industry’s most robust and easy to use enterprise API.Elastic Path Cortex is, as far as we know, the first and only enterprise grade commerce API designed from the ground up to give intermediate developers – not enterprise commerce experts, but developers that work for business groups, for marketing, for digital agencies, for partner companies – simple, secure access to data and capabilities that until now have been locked into the ecommerce silo. Our goal is to take highly complex, but highly valuable functions:Merchandising and monetizationPricing and promotions, including personalizationAccount history and usage metricsAnd make them as easy to use as embedding a Google Map or a Facebook Like button into a website.Elastic Path Cortex takes all of the data and capabilities that have been used for years to drive ecommerce sites, and unifies them into a single streamlined API that’s easy to put into apps, digital marketing, APIs, and physical products.Our goal is to break ecommerce free from the 9% - the 327 billion dollars, and bring it to the 44% - the $1.6 trillion market.
- Lisa & Alana to provide revised after approach graphicWith patent-pending technology that will bring essential capabilities to every digital experience in every industry…Four years ago we took a risk and decided to rip the head off our ecommerce softwareInstead of competing with other applications like WCM, CEM, mobile application platforms – that will always be better, faster, and stronger and creating and delivering the customer experience, we focused on creating the best commerce foundation layer for driving any digital experienceWe did this by creating – from scratch – the industry’s most robust and easy to use enterprise API.Elastic Path Cortex is, as far as we know, the first and only enterprise grade commerce API designed from the ground up to give intermediate developers – not enterprise commerce experts, but developers that work for business groups, for marketing, for digital agencies, for partner companies – simple, secure access to data and capabilities that until now have been locked into the ecommerce silo. Our goal is to take highly complex, but highly valuable functions:Merchandising and monetizationPricing and promotions, including personalizationAccount history and usage metricsAnd make them as easy to use as embedding a Google Map or a Facebook Like button into a website.Elastic Path Cortex takes all of the data and capabilities that have been used for years to drive ecommerce sites, and unifies them into a single streamlined API that’s easy to put into apps, digital marketing, APIs, and physical products.Our goal is to break ecommerce free from the 9% - the 327 billion dollars, and bring it to the 44% - the $1.6 trillion market.
- Lisa & Alana to provide revised after approach graphicWith patent-pending technology that will bring essential capabilities to every digital experience in every industry…Four years ago we took a risk and decided to rip the head off our ecommerce softwareInstead of competing with other applications like WCM, CEM, mobile application platforms – that will always be better, faster, and stronger and creating and delivering the customer experience, we focused on creating the best commerce foundation layer for driving any digital experienceWe did this by creating – from scratch – the industry’s most robust and easy to use enterprise API.Elastic Path Cortex is, as far as we know, the first and only enterprise grade commerce API designed from the ground up to give intermediate developers – not enterprise commerce experts, but developers that work for business groups, for marketing, for digital agencies, for partner companies – simple, secure access to data and capabilities that until now have been locked into the ecommerce silo. Our goal is to take highly complex, but highly valuable functions:Merchandising and monetizationPricing and promotions, including personalizationAccount history and usage metricsAnd make them as easy to use as embedding a Google Map or a Facebook Like button into a website.Elastic Path Cortex takes all of the data and capabilities that have been used for years to drive ecommerce sites, and unifies them into a single streamlined API that’s easy to put into apps, digital marketing, APIs, and physical products.Our goal is to break ecommerce free from the 9% - the 327 billion dollars, and bring it to the 44% - the $1.6 trillion market.
- It doesn’t have to be this way
- Lisa & Alana to provide revised after approach graphicWith patent-pending technology that will bring essential capabilities to every digital experience in every industry…Four years ago we took a risk and decided to rip the head off our ecommerce softwareInstead of competing with other applications like WCM, CEM, mobile application platforms – that will always be better, faster, and stronger and creating and delivering the customer experience, we focused on creating the best commerce foundation layer for driving any digital experienceWe did this by creating – from scratch – the industry’s most robust and easy to use enterprise API.Elastic Path Cortex is, as far as we know, the first and only enterprise grade commerce API designed from the ground up to give intermediate developers – not enterprise commerce experts, but developers that work for business groups, for marketing, for digital agencies, for partner companies – simple, secure access to data and capabilities that until now have been locked into the ecommerce silo. Our goal is to take highly complex, but highly valuable functions:Merchandising and monetizationPricing and promotions, including personalizationAccount history and usage metricsAnd make them as easy to use as embedding a Google Map or a Facebook Like button into a website.Elastic Path Cortex takes all of the data and capabilities that have been used for years to drive ecommerce sites, and unifies them into a single streamlined API that’s easy to put into apps, digital marketing, APIs, and physical products.Our goal is to break ecommerce free from the 9% - the 327 billion dollars, and bring it to the 44% - the $1.6 trillion market.
- Lisa & Alana to provide revised after approach graphicWith patent-pending technology that will bring essential capabilities to every digital experience in every industry…Four years ago we took a risk and decided to rip the head off our ecommerce softwareInstead of competing with other applications like WCM, CEM, mobile application platforms – that will always be better, faster, and stronger and creating and delivering the customer experience, we focused on creating the best commerce foundation layer for driving any digital experienceWe did this by creating – from scratch – the industry’s most robust and easy to use enterprise API.Elastic Path Cortex is, as far as we know, the first and only enterprise grade commerce API designed from the ground up to give intermediate developers – not enterprise commerce experts, but developers that work for business groups, for marketing, for digital agencies, for partner companies – simple, secure access to data and capabilities that until now have been locked into the ecommerce silo. Our goal is to take highly complex, but highly valuable functions:Merchandising and monetizationPricing and promotions, including personalizationAccount history and usage metricsAnd make them as easy to use as embedding a Google Map or a Facebook Like button into a website.Elastic Path Cortex takes all of the data and capabilities that have been used for years to drive ecommerce sites, and unifies them into a single streamlined API that’s easy to put into apps, digital marketing, APIs, and physical products.Our goal is to break ecommerce free from the 9% - the 327 billion dollars, and bring it to the 44% - the $1.6 trillion market.