Rising to the challenges of 'multi-multi' world
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You are now doing business in multiple languages and currencies, at multiple locations around the world, selling to multiple customer segments, through multiple channels and devices. To rise up to the challenge online retailers need to break away from traditional, rigid commerce practice and embrace agility for real time optimisation. This session will explore the growing challenge of the ‘multi-multi’ world and provide practical advice on how to deploy and design great user experience that converts in every level
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Rising to the challenges of 'multi-multi' world
- 1. Rising to Challenges of the 'Multi-Multi' World David Bowen, Product Manager, EPiServer
- 2. User Journey
- 3. User Journey Digital Marketing Online Sales
- 4. User Journey
- 5. User Journey
- 6. User Journey
- 7. User Journey
- 8. User Journey
- 9. Google is the principle driver of traffic Conversion is king Customer must be at the heart of every decision
- 10. Multi-Channel Multi-Site Multi-Currency Multi-Language Multi-Brand Multi-Market
- 11. Opportunities for Brands Evolving mobile devices with increasing features Maturity of social media and online communities Development of content interface technologies
- 16. Manage by Market Pricing Inventory Discounts Settings – Catalog Market Tax/Payment ..
- 17. Manage Markets Web Mobile Market Social Catalog In-Store Inventory Pricing Discounts Call Settings Centre English French Channels Swedish
- 18. Manage Markets Brand A Brand B Customers
- 19. Multi-Channel / Multi-Market Single platform for managing sites across geographies and channels, including web, mobile, social and in-store. Enabling a seamless and consistent brand experience regardless of channel. Provides tools to monitor performance and optimize results.
- 26. Tablet Customers Tablet owners are generally wealthier Consumers now shop more often with tablets that mobiles 1.5% higher conversion rate
- 35. Social Reach
- 36. Social Reach
- 37. Social Reach
- 39. Social Reach
- 41. Testing
- 42. Digitisation of Brand Experience “Buy anywhere, fulfil anywhere” – Forrester Empowering both customers and store sales with best- in-class mobile and interactive technologies. – Prevent loss of in-store sales – Create an endless aisle Entire floor becomes point of sale, brand ambassadors deliver differentiated customer experience.
- 45. Source: Forrester, Critical Mass
- 46. Source: Forrester, Critical Mass
- 47. Source: Forrester, AR Door website
- 51. Source: Forrester, Infinite Peripherals
- 55. Customer Expectations Source: Forrester, North American Technographics Retail Online Survey
- 56. “A customer who shops both online and in- store is worth almost six times as much” Forrester
- 58. Customers don’t interact with companies from a “channel” perspective Reconfigure resources and capabilities to stay ahead of the change as consumer technology adoption and behaviours change.
- 60. Stay Flexible Early stage in multichannel - Impossible to predict future channels Mistakes can be costly, working out where to invest can be very difficult Agility is Required – React to changes in trends or behaviour quickly – Make customer interaction consistent across all channels – Build an infrastructure that allows flexibility
- 62. Without product content – ERP data Brands need content - in all channels Field Value Item number 12345-22 Item name SHOE FTB 13 Price 1399.00 On stock 188 pcs Shelf no in 12A warehouse No. per pallet 122 Pallet weight 166 kg Suppl. Itno 3476-3
- 63. Content spaghetti Marketing Product owner FILE SERVER InDesign docs Text DB ERP Image DB Sales E-COM C:My docs Supplier PLM Web CMS
- 65. Product Content in PIM
- 66. “The commitment to agile commerce is not just about doing what is right for the customer and doing it faster; it is about driving a return on investment (ROI).” Brian K. Walker from Forrester
- 68. Social Networks CMS Commerce Affiliates / Marketplaces 68
- 69. Social Networks CMS Commerce Affiliates / Marketplaces
- 70. Call Offline Marketpl Website Mobile Social In-store Centre Print ace Content, Social, Personalisation, Campaign Measurement and Testing EPiServer
Notas do Editor
- You are now doing business in multiple languages and currencies, at multiple locations around the world, selling to multiple customer segments, through multiple channels and devices. To rise up to the challenge online retailers need to break away from traditional, rigid commerce practice and embrace agility for real time optimisation. This session will explore the growing challenge of the ‘multi-multi’ world and provide practical advice on how to deploy and design great user experience that converts in every level
- Customer acquisition is essential to online marketers. From paid search, to social media, to display ad targetingdrive the best possible traffic back to the marketer's site.
- 5 years ago multi-channel was hardly discussedRetail and content consumption has been revolutionised
- Retail is a fast-paced world– online and multichannel even more so.Those attracted to working in it are lured by the challenge of not quite knowing what’s around the corner.
- Repsonsive design
- EurekaMobile Solutions?
- Also use multi-market for different B2B buyers
- T-CommerceIncreasing needs a specific site- No Flash- No rollovers – replace with gesture navigation
- Mobile are becoming the glue between real world interactions and online
- Apple PassbookBoarding passes, movie tickets, store coupons, loyalty cardScan your phone to check in for a flight, get into a movie, and redeem a couponSee when your coupons expire, where your concert seats are, and the balance left on that all-important coffee bar cardNo more hunting through your wallet for gift cards, coupons, passes or tickets
- Passbook is time and location enabled – The ability to load offers when near a retail outletPasses and tickets appear on your Lock screen at the appropriate time and placeReach the airport or walk into the store to redeem your gift card or couponif your gate changes after you’ve checked in for your flight, Passbook will even alert you
- About to be launched in COOP Norway Apple iPhone app
- Scan & Pay - iPhone service to COOP members1 - Customers go to coop.no register a credit card on their account and plug this into the store they want to shop at. First time they use the app – they will be prompted to scan a QR code at the entrance of their store before shopping.2 – Scan using the app adding the products to the shopping bag while walking through the store. Some goods are age limited (beer, movies, cigarettes). A running summary is presentedshowing the item and total cost.3 – Basket page lists all scanned items, can change and delete items.4 - Pay by pressing "Confirm payment". No need to queue at the checkout, just pay on mobile, then scan a QR code on the way out. Receipt is displayed on your mobile and on user profile online - coop.no.
- Currency of social media is the share
- Allow people to order anything in-store even if it’s not thereDeliver to store / pick-up in store
- Clinique interactive make up counter using a MS Surface table
- Lego – bring the product to life through Augmented Reality using a in-store kiosk or laptop with webcam
- Lego’s augmented reality store window transforms children to mini-figures
- Topshop – Virtually try on garments before taking them to the changing room
- Kiosk allows JC Penny’s customer to explore the endless aisle
- RFID-enabled coat hangers trigger outfit recommendations on digital displays.Outfits consistent across all channels.
- NFC is a key technology
- Add retail capabilities to mobile devices
- Companies like Square are providing smaller business with the ability to take card payments for the product though a mobile or tablet device.PayPal is also entering this market providing merchants with the ability to take payments through their PayPal accounts.
- Consumers increasingly demand a seamless experience across touchpoints
- Fragmentation drives attention away from the traditional channels on the left to emerging channels on the right
- In-store requires a service-enabled back-end infrastructure on a capable e-commerce platform.
- Be Agile - Some things won’t work
- Customer now has many touchpoints where they interact with your brand.Increasing use of the term master data- Having multiple channels doesn’t necessarily make you a multichannel businessThe customer or the sales staff need direct access to consistent information across each channel. Example a call centre user should have access to what the customer has looked at, purchased and products that could interest them.Customers need to be engaged with the brand in the right context for their location and behaviour.Important to note that we have a PIM offering that can help manage content for all channels including the print channel using plug-ins for Adobe inDesign.
- Agility-An accelerated speed-to-market -The relentless focus on ROI
- EPiServer enables us to identify traits and to develop personas within our anonomous website visitors, to setup “groups” based on user behaviour on our site or in their journey to our site (for instance search queries on Google or viewing an ad on another site). This enables us to easily create personalised views of our website & content and to influence the user journey, based on criteria such as: Where in the world the user is visiting the website from; Which company they are from;Whether they are visiting from their laptop, iPhone, iPad or other mobile device;Whether they have ever been on the site before, or If they have been on the site more than 3 times this week, or If they have visited a key set of pages in the site; orIf they have seen an offline marketing campaign you are running on billboards, in magazines or in any other channel. Of course, we can use data gathered in our own CRM systems to allocate users to these “groups” and to deliver personalised, targeted marketing to your website visitors. And this can all be done in minutes, not hours and not requiring any input from your technical teams. This functionality is a game changer for online marketers! It enables us to create automated, one to one, personalised user experiences. It allows us to deliver our content, our marketing messages, set in the most appropriate context and in the most appropriate tone. We’ll explore some scenarios in a few minutes.
- Content and Products managed in a single placeDistributed through channels and integrated through other offline customer touch-points
- Powerful CMS / Social capabilities - PersonalisationRoadmapMobile Demo SiteMarketing automation