Learn how digital marketers and merchandisers – when enabled with an aligned team, supporting tools, and a comprehensive strategy – can meet buyers how and when they choose to connect, and exceed their demanding expectations. In this webinar, our experts covered: -Customer experience trends across both brand and commerce sites that are driving massive change in digital strategies -Best practices marketers and merchandisers can follow to optimize content to create experiential commerce -Deployment options and architectural approaches for delivering short-term results and building a foundation for meeting long-term goals Perficient helps design, deliver, and manage IBM Commerce innovations that improve customer acquisition, loyalty, and profitability. These solutions, when combined with CoreMedia, a leading digital experience company and IBM’s 2016 Beacon Award Finalist for Outstanding Commerce Solution, enable digital marketers to optimize content and commerce for engaging digital experiences.

1. CREATING ENGAGING DIGITAL
COMMERCE EXPERIENCES

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YOUR SPEAKERS
Steve Gatto,
Partner Specialist
Perficient
Pat Garcia
Director, IBM Commerce
Perficient
Doug Heise,
Director Product Marketing
CoreMedia
• Founded in 1997
• Public, NASDAQ: PRFT
• Major market locations across the U.S.
• Global delivery centers in China and India
• Dedicated solution practices
• Founded in 1996
• Omnichannel content & asset management
• Global technology leader
• 95% customer retention

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AGENDA
Solution Perspective
Implementation Options & Phases of Adoption
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Q & A
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Experiential Commerce: In practice at today’s leaders

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TODAY’S MARKET CHALLENGES EVEN THE SEASONED DIGITAL LEADER
Unify the customer experience from the web site to the traditional online store and
transform uninspiring transactions into compelling commerce experiences.

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TECHNOLOGIES THAT ENABLE THE CUSTOMER EXPERIENCE

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EXPERIENTIAL COMMERCE: THE DIGITAL UNION OF CONTENT & COMMERCE
Making ‘the shift’ with this evolution has been
embraced & being executed by digital leaders
• GAFA
• Specialists
• B2B
“It is no longer enough to enable an online catalog and transactional e-Commerce: Today’s
marketers want to tell brand and product stories through the deep personalization and
contextualization of content and interactive digital experiences.”
47% of enterprise marketers plan to increase their budgets for content marketing over the next 12 months …
content marketing now makes up 25% of total marketing budgets Content Marketing Institute (2016)

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GAFA EXAMPLES: AMAZON’S ENGAGEMENT

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GAFA EXAMPLES: AMAZON’S ENGAGEMENT
Dash Button use has grown +75% Q1 2016 = 1,500 new orders / day
Order velocity, loyalty, awareness

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GAFA EXAMPLES: FACEBOOK INTERACTIVE ADVERTISING
Brands can now create interactive video campaigns on Facebook and Instagram

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GAFA EXAMPLES: APPLE’S COGNITIVE ENGAGEMENT
Investment: artificial intelligence Learn, personalize, respond Respond: tie together its
numerous products & services

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GAFA EXAMPLES: APPLE’S COGNITIVE ENGAGEMENT
Imagine optimizing apples myriad of services across 1BB active
devices with leading retention rates.
Apple itunes, software, services (Statista 2016)
Morgan Stanley Research (Alphawise Survey, 2014)
Order velocity, loyalty, awareness

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SPECIALISTS: TAKE ONE SECTOR (SOFT LINES / ACTIVEWEAR) AS AN EXAMPLE

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SPECIALISTS: SPEEDO’S ENGAGING, EXPERIENTIAL CONTENT

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B2B CONTEXT: BUYERS CRAVE DIGITAL ENGAGEMENT
B2B REPORT MILLENNIALS, Sacunas
“I’m a more visual learner. I like to see the product in action. I have 5 minutes max –
though I think videos should be short, more like 2 to 3 minutes.
- Ingrid (23) New York, Publishing
Source: Acquity Group, a unit of Accenture Interactive

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NOT LIMITED TO RETAIL: B2B @ PVH CORPORATE OUTFITTERS

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OUR APPROACH FOR CREATING ENGAGING DIGITAL COMMERCE EXPERIENCES
Digital Content and Asset Management for Commerce
Value Delivered To:
• Marketing and eCommerce business users
• DevOps
• Infrastructure
Solution Benefits:
• Incremental, instead of rip and replace
• Responsive and adaptive design
• All business models, including B2B
• Endorsed by IBM
Transactional
Commerce
Experiential
Commerce

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COREMEDIA LIVECONTEXT AND WEBSPHERE COMMERCE
Transactional
Commerce
Experiential
Commerce
Visual
Engagement
Immersive
Content
Incremental
Innovation
Incrementally Transform
your Online Stores with
Visually Engaging
Content and Immersive
Experiences

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VISUAL ENGAGEMENT
A majority of shoppers say
that visuals are a top factor
affecting a purchase
decision.
CATALOG OF DESIGN
ELEMENTS
Comprehensive catalogue of
design elements - including slide
shows, carousel view, tabs
and more.
FLEXIBLE LAYOUTS
AND TEMPLATES
Visually appealing with drag &
drop ease. Incorporate free
form layouts & fluid page grids.
RESPONSIVE AND
ADAPTIVE
Modern mobile first design and
responsive Web technologies.
Adaptive images. Support for
mobile apps.
USER FRIENDLY
DESIGN ENVIRONMENT
Quickly restructure & re-use
content in a variety of layouts &
channels. Projects &
collaboration.

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IMMERSIVE EXPERIENCES
BLEND CONTENT AND
COMMERCE IN REAL-TIME
Seamless blending of marketing
content & commerce. Construct
stories around products that
inspire & increase sales.
CATALOG
AUGMENTATION
Create enhanced PDPs and
category pages. Custom
landing pages and
navigation.
SHOPPABLE RICH MEDIA
AND DIGITAL ASSET
MANAGEMENT
Use of 360/Zoom, shoppable
videos, image maps, etc. Manage
all product related assets, reuse
content & edit images.
PERSONALIZATION AND
TARGETING
Deliver highly customized digital
experiences for any audience
segment. Leverage customer
data from e-Commerce and
other systems.
78% of consumers believe
that organizations providing
custom content are
interested in building good
relationships with them.
(Source: TMG Custom Media)

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INCREMENTAL INNOVATION
Incremental innovation can
reduce risk and generate
enormous value for
companies.
GROW-AS-YOU-GO
SOLUTION
An evolutionary approach that
supports companies at every
stage of their growth, yet lays the
foundation for a long-term
customer experience strategy.
IBM VALIDATED
SOLUTION
Impressive and seamless
‘two-way’ integration that
addresses key challenges
and shows thoroughness and
attention to usability.
SUPPORT FOR MULTIPLE
INTEGRATION APPROACHES
Express Deployment Solution is a
fixed-price, fixed-scope deployment
offering aligned with tangible business
value & delivered within 10 weeks.
SUPPORT FOR B2B AND
B2C COMMERCE
Contract-based pricing and
content filtering for B2B. Integrate
B2C consumer data.

21. Manage content and
products with Drag & Drop
Select page
layout
Library to access all contents and
products across systems
Real-time preview of desktop
and mobile experience
Persona and time-
based preview
Approval, Translation and
Publishing

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CUSTOMER RESULTS – EXTERNAL VIEW
Significant business gains and a positive ROI:
Increased average
order value by 8%
Delivered a 17% uplift
in SEO-related sales
Experienced 5M page views and
675k visitors on the most
important shopping day of the year
Saw a 36% year-on-year increase
in online visitors and a 60% year-
on-year increase in multichannel
sales

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CUSTOMER RESULTS – INTERNAL VIEW
Internal benefits and improved processes:
Reduced overall time-to-
web by more than 75%
Page build times reduced
by 91%
Efficiency of sponsored content
team increased by 220%
Edits to existing pages
now 12X faster
Efficiency of promotions team
increased by 233%
%

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KEY CAPABILITIES FOR ALL STAKEHOLDERS
Business Users Development / Operations Infrastructure
 Advanced authoring
 Direct catalog access
 Dynamic pricing,
entitlement, and availability
 Search integration
 Site personalization
 Rapid site updates with no
IT involvement
 Social interactions and
moderation
 Rapid build and deployment
 Open APIs
 Custom content taxonomies
 Centralized integration hub
 Continuous Integration
 Incremental development
 Reusable content items
 On-premise, cloud, and
hybrid address peak
workload demands
 Efficient reuse and
dynamic caching
 Enterprise levels of security,
visibility, performance,
control and scalability

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COREMEDIA-LED COMMERCE

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COREMEDIA LIVECONTEXT IMPLEMENTATION OPTIONS
CoreMedia-led User Experience
CoreMedia
 User Experience
 Promotions
 Personalization
 Content
 Navigation
 Checkout
WebSphere Commerce
 Cart/Order
 Pricing
 Promotions $
 Order Status
 Catalog
 Payment
 Inventory
ServicesPages
User Experience
Advantages
• Common platform to for building a consistent
brand and commerce experience
• Advanced authoring tools for all content and
marketing teams
• Single publishing workflow to manage the
user experience
• Ready access to store and access digital
content when needed
Challenges
• Requires full end-to-end template design
for full adoption
• PCI compliance for payment needs
development
• Loss of existing investment in IBM WC
solution to drive the experience
• Increased development effort to implement
in a single phase

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RAPIDLY BUILD CONTENT-RICH COMMERCE PAGES
CoreMedia-led Experience
ArticlesHome and landing pages
Search Landing Pages
Category pages linked to WC categories
Enhanced product detail pages Dynamically manage navigation

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STANDARD WC INTEGRATION
WebSphere Commerce eSpots:
• Render content from WC eSpots
• View all eSpots directly in the
WC marketing tool
• Guest users or login for
registered user sessions
• Checkout using WC for PCI
compliance
WC eSpots in CoreMedia pages Login for registered customers
Standard checkout
CoreMedia-led User Experience

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FLEXIBLE PERSONALIZATION RULE EDITING
Personalize the
experience:
• Leverage WC
customer segments
• Include CoreMedia
personalization
• Build a customized
experience

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COREMEDIA LIVECONTEXT IMPLEMENTATION OPTIONS
Content-Enhanced User Experience
CoreMedia
 User Experience
 Personalization
 Page
Enhancement
WebSphere Commerce
 Cart/Order
 Pricing
 Promotions $
 Order Status
 User Experience
 Catalog
 Payment
 Inventory
 Navigation
User Experience
Advantages
• Low risk CMS adoption by enhancing existing
WC pages using CoreMedia CMS
• A phased approach to building content-driven
user experience over releases
• Reduced impact to business users
• Easily build and deploy new content pages
and/or micro sites using CMS
Challenges
• Requires both commerce and content
management toolset knowledge to manage
the entire buyer/shopper experience
• A segmentation and personalization strategy
needed to coordinate systems
• Coordination of enhanced pages by
marketing and product teams
Pages
User Experience
Enhanced
content

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COMMERCE PAGE COMPOSER INTEGRATION
Standard WebSphere
Commerce Integration
• CoreMedia Page
Composer widgets
• Place widgets on existing
WC pages
• Enhance page content
using CM tools
• Leverage WC site page
design
Content-Enhanced User Experience

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ENHANCE WEBSPHERE COMMERCE EXPERIENCE
Augment any WebSphere Commerce page:
• Home and landing pages
• Category pages
• Product detail page
Content-Enhanced User Experience

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CONTENT-DRIVEN MARKETING SITES
Give Marketers the Tools to Build:
• Content-driven marketing pages
and micro-sites
• Personalized content pages
• Articles with content rich media
Content-Enhanced User Experience

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PRODUCT PAGE AUGMENTATION
Product Page Images
• Upload or manually manage
extended product images
• Leverage image metadata to relate to
products and SKUs
• Display digital images and content
related to any product
Content-Enhanced User Experience

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PRODUCT PAGE AUGMENTATION
Related images
tagged in the DAM
with product metadata
Content-Enhanced User Experience

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COREMEDIA LIVECONTEXT IMPLEMENTATION OPTIONS
Hybrid User Experience
WebSphere Commerce
 Cart/Order
 Pricing
 Promotions $
 Order Status
 User Experience
 Catalog
 Payment
 Inventory
 Navigation
Shared User Experience
Advantages
• Leverages the capabilities of the CMS and
commerce software toolset
• A phased approach can be taken as each tier
can be implemented over time
• Easy adoption of new commerce and content
management capabilities
• Improved upgrade path for future releases
Challenges
• Requires both commerce and content
management toolset knowledge to manage
the buyer/shopper experience
• Coordination between marketing and product
teams to manage user experience
• A segmentation and personalization strategy
needed to coordinate systems
Shared User Experience
Pages
CoreMedia
 User Experience
 Promotions
 Personalization
 Content
 Navigation
 Checkout
Pages

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PATHS TO IMPLEMENTATION
Phased Adoption
Phase 1: Implement
Content Enhanced
Commerce
• Establish Initial CM and
WC Infrastructure
• Identify select pages to
augment (home, landing,
category)
• Develop new site
publishing business
process
• Train marketing and
eCommerce business
teams
• Deploy phase 1
Phase 2: Extend CM
Content Enhanced to all
Content pages
• Standardize on CM for
all content landing
pages and microsites
• Continue adoption on
category pages
• Extend content
enhanced pages to
PDP and select
shopping pages
• Develop rapid
publishing process for
business users
• Deploy phase 2
Phase 3: Implement
Hybrid experience driven
commerce
• Drive site navigation
using CM system
• Leverage CM and WC
to deliver an experience
suited for the strengths
of each
• Rapidly create and
deploy new product
launches, landing
pages, microsites,
articles and content-rich
pages using CM
• Deploy phase 3
Phase 4: Full content
driven commerce
• Drive the entire
commerce experience
using CM
Content-Enhanced
Experience
Deeper
Content-Enhanced
Experience
Hybrid
Experience
Content-led
Experience
CoreMedia Adoption

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FOLLOW US ONLINE
• Perficient.com/SocialMedia
• Facebook.com/Perficient
• Twitter.com/Perficient_IBM
• Blogs.perficient.com/IBM
Next up:
Visit Perficient at
IBM Amplify
May 16-19, 2016
Tampa, Florida

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THANK YOU