Recent research from Gleanster revealed that 95% of Top Performing retail marketers ranked the online customer experience as a source of competitive advantage. Let’s face it, customers are in control these days, and they expect highly relevant, engaging, and compelling brand interactions both online and offline. It’s never been more important for marketers to take accountability for the multi-channel customer experience. For organizations with ecommerce properties, optimizing shopping cart abandonment and the general online shopping experience could impact millions of dollars in revenue. Most marketers, and even IT, recognize the need to manage the customer experience. But how do you actually do it? Unfortunately, for online retailers disparate systems often plague back-office marketing. This is particularly true when it comes to powering the corporate website and online shopping experience.

1. Sponsored by:

2. Top Performers: Respondents that achieved
Top Quartile performance in key KPI’s
TODAY’S STATS Everyone Else: Everyone Else
Total survey responses: 309
Web Content
Management
(Jun. 2012)
REVENUE
ROMI
* INDUSTRY: RETAIL (TP n=41)
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3. 0% 25% 50% 75% 100%
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4. •
» Gleanster Research
CUSTOMER EXPERIENCE
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5. Core Challenges for Top Performers (and Value Drivers)
•
83%
•
78%
•
65%
0% 25% 50% 75% 100%
#RetailCM

6. What are Top Performing online retailers doing differently?
•Preference Management
•Multi-Channel
•Intuitive
Consistency
Customer
Experience •Near real-time
•Personalized
•Timely •Optimization
•Unique •Empower Marketers
Relevance Agility
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7. •
61% have >3
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8. •
– Empower marketers, reduce burden on IT
– Automate approvals
Currently using or planning to use web content management
80% 71%
57%
60% 45%
40% 32%
20%
0%
2011 2012
Top Performers Everyone Else
* Gleanster Research, 205 online retailers (Top Performers = 41)
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9. •
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10. #RetailCM

11. •
•
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12. Who updates the site?
Website A – North America
Content Management
Marketing
eCommerce IT
Website B – Germany
Content Management Marketing
eCommerce
IT
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13. Who updates the site?
Symptoms of a Problem:
• Inconsistent brand experiences
• Lack of preference management IT
Marketing
• Long wait queues for changes to site
• Lack of visibility into what’s working
Marketing
IT
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14. •
•
•
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15. •
– Integration is a critical differentiator for Top Performers
•
–Inconsistent navigation
–Separate designs (Commerce vs Brand Site)
–Unique user platform interface
• eCommerce platforms are not built for marketers to use.
What are the options? What do Top Performers do?
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16. Website
ONLINE PURCHASE
Content Management
Marketing
Corporate Brand Site
eCommerce
IT
eCommerce Product Site
•
•
•
•
•
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17. Website
Content Management
Marketing
Corporate Brand Site
PRODUCT ID INTEGRATION &
eCommerce eCommerce
Marketing IT Integrated
•
•
•
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18. Website
Content Management
Marketing
Fully Integrated Corporate Brand Site
&
eCommerce
eCommerce
Integrated
•
•
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19. 
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
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

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20. •
•
– Empower marketers with web management
– Empower marketers with eCommerce integration
•
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21. Deep Dive: How Top Performing Retail Organizations
Embrace WCM & Ecommerce Integration
(October 2012)
Download free on
www.gleanster.com
http://www.gleanster.com/reports/re
ports/how-top-performing-retail-
organizations-embrace-web-content-
management-ecommerce-integration
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