Bridging the Gap Between Content and Commerce

Transcription

1 Bridging the Gap Between Content and Commerce Content Commerce Be Competitive with Technology 2014 Competitive Computing, Inc. All Rights Reserved. 1

2 The Other ecommerce Web ecommerce Marketing & Sales Interactive Massive Hype Electronic Data Interchange Supply Chain Batch Quiet Heavy Lifting But. Business first, technology second Radical re-thinking of business processes Absolutely dependent on application integration Redefine the role if IT in the organization 2014 Competitive Computing, Inc. All Rights Reserved. 2

3 Competitive Computing Founded: 1993 Company Profile Privately held ~ Original Founders Based in Vermont o Staff of 85 o U.S. Based Consultancy Digital Strategy Strategic Focus Enterprise ecommerce & CMS Complex Systems Integration Microsoft Gold Partner /.Net 2014 Competitive Computing, Inc. All Rights Reserved. 3

4 ecommerce Maturity First Commerce Site (1996) Online Catalog Integrated Business Connected Customer Simple B2C ecommerce Sites Simple Brochure Brand Site Green-Screen B2B Systems Stand Alone Call Center Interfaces Sophisticated / Interactive B2C Integrated Brand / Social Sites Integrated B2B Integrated Call Center Interfaces Fully Integrated / 360 Experience Multi-Channel ~ Online / Offline B2C / B2B ~ Common Platform Multi-Device ~ Mobile / Tablet Content / ecommerce Integration Global / International Integration 2014 Competitive Computing, Inc. All Rights Reserved. 4

5 Bridging the Gap between Content and Commerce What Gap? Content Commerce Marketing & Brand Management Educate and connect with customers Unstructured content Fast, flexible web publishing Content Management Systems (CMS) Sales & ecommerce Merchandising & promotion Structured catalog data ERP-like reliability, security & deployment constraints ecommerce systems 2014 Competitive Computing, Inc. All Rights Reserved. 5

6 Content Management System Content authoring, workflow & approval Personalization Multi-device presentation management Social media management Analytics & reporting ecommerce System Catalog / PIM Promotions Cart & checkout Payments / taxes Inventory / Fulfillment Order management 2014 Competitive Computing, Inc. All Rights Reserved. 6

7 Bridging the Gap between Content and Commerce Explore Content Discover Customer Buy Commerce Engage 2014 Competitive Computing, Inc. All Rights Reserved. 7

8 Bridging The Gap User Experience Consistent experience across all stages of the Customer lifecycle Business & Organization Business first, then technology Cross functional Technology Technology is improving fast Implementation strategy 2014 Competitive Computing, Inc. All Rights Reserved. 8

9 Features/Functions Advanced ecommerce Discover Explore Customer Buy Engage Online Catalog Rich Brand sites Basic & Reliable Web Brochure User Experience 2014 Competitive Computing, Inc. All Rights Reserved. 9

10 Personalized Content everything customers want and nothing more. Location Time of day Browsing behavior Buying History Mobile first design 2015 tipping point Minimalist design 2014 Competitive Computing, Inc. All Rights Reserved. 10

11 Business & Organization Business first, then technology Cross functional Develop a strong business case Brand Customers Revenue (Visitors X Conversion X Average Order Value) Competitive threats Plan for organization change Marketing Sales/Merchandising ecommerce Information Technology Cultivate continuous improvement 2014 Competitive Computing, Inc. All Rights Reserved. 11

12 Content-First Architecture Integrated Technology Sitecore CommerceServer.net Znode Insite Software EPiSever Commerce (Media Chase) Hybris Mozu 2014 Competitive Computing, Inc. All Rights Reserved. 12

13 Phased Implementation Technical Select CMS Select/integrate ecommerce Analytics/optimization Business Organize/migrate existing content Develop personas & new content Measure & manage to strategic goals 2014 Competitive Computing, Inc. All Rights Reserved. 13

14 Bridging The Gap User Experience Consistent experience across all stages of the Customer lifecycle Business & Organization Business first, then technology Cross functional Technology Technology is improving fast Implementation strategy 2014 Competitive Computing, Inc. All Rights Reserved. 14

15 Questions?? Connect with us! Jeff Pratt ebusiness Practice Manager Phone: Website: Competitive Computing, Inc. All Rights Reserved. 15