Transform Your Business With Salmon Ecommerce Services

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1 Defining Ecommerce Experiences for the World s Leading Brands and their Customers with Strategy and Design Services Transform Your Business With Salmon Ecommerce Services 1

2 DEFINING OUTSTANDING ECOMMERCE PERFORMANCE Over 25 years in the making, Salmon defines, delivers and drives outstanding ecommerce experiences for the world s leading brands, helping them transact more digitally and deepen engagement with their customers. Supporting client platforms that generate $5billion in annual revenue, we are WPP s largest global digital commerce consultancy. Tech know-how. Deep experience. Outstanding design. All brought together in high-performance strategies. Salmon has been defining commerce experiences for customers of the world s leading brands since Our strategies enable clients to engage digitally with their audiences and transact more business. Exploring workable innovation, we test ideas to help shape how people transact in the future. With hands-on experience across B2C and B2B industries, we define: multichannel strategy meeting your customers channel profiles and providing a seamless, integrated experience across journeys platform / technology mapping, exploiting the latest technologies for a consistent customer experience across every touchpoint in support of your strategy UX and UI design definition: every element of the customer journey, should be immersive, engaging and memorable. No less. optimal organisational design: how to set up your resources to harness digital capabilities and excel in a connected world success criteria tangibly supporting your KPIs and creating impact Defining ecommerce solutions for leading brands: 2

3 STRATEGY SERVICES Salmon were able to convey to us clearly and succinctly what we should focus on and how best to realise our vision. They made a number of recommendations that we are now implementing and we are already starting to see improvements relating to site performance and search. Ros Hunt, Head of Online at LloydsPharmacy MULTICHANNEL STRATEGY We develop clear, long-term multichannel strategies that put the customer centre stage, and bring digital technology to every touchpoint Our Approach Our approach is determined by your vision, customer needs, your organisation s multichannel maturity and where Salmon can create a powerful impact. For some clients we start from scratch, for others we refine existing strategies. We usually start with a look at the big picture; your operating space and competitors. We listen closely to your business challenges and tackle them as if they were our own. It s important to identify your differentiators and assess how they compare to your competitors, and importantly, how to translate these points of difference, whether it s price, product, or service to your digital presence. The end strategy turns conceptual thinking into reality. We define a journey that delivers an outstanding customer experience, and is balanced and optimised for commercial gain. We believe that if we create a proposition that combines experiential with commercial, it gives clients the best of both worlds. Benefits With Salmon, you re tapping into commercial expertise honed over 25+ years. Our consultants have worked in leadership roles in multichannel and understand ecommerce across sectors. And, we have the expertise to show you how to incorporate digital opportunities into your business model. Leverage our pioneering retail experience. Retailers have long led the use of digital technology, they demand solutions fit for a complex environment, as well as scale. This experience translates equally to B2B and D2C. Don t risk uncharted territory when you can tap into the strategies and technologies that we know to work and deliver commercial success. 3

4 Technology and team capability review We inform your particular business needs so you can make confident, knowledge-based changes to roles and structure. Organisational engagement and readiness Once we have a vision in place we secure buy-in across your business with a communication and engagement plan. Resourcing We help fill resource gaps with qualified staff, onor offsite, or backfill while you allocate resource to a project. Improve engagement and dialogue before, during and after a customer interacts with your brand. How? We put the customer first, not the technology. Our Services Market and competitor review Take a thorough look at your marketplace through website audits, market insight and data, for a deeper understanding of competitor propositions and the trading climate. Customer analysis To establish your current situation we develop an understanding of your positioning, customer perceptions and how your customers interact with your current technology. Strategy definition To define your strategy we take the opportunities and differentiators we have identified and match them against your KPIs and vision. We then create a high level roadmap to plan execution. 4

5 STRATEGY SERVICES That relationship (with Salmon) has meant we ve been able to work seamlessly to improve both our online and offline customer experience. Clive West, Digital Director, Halfords TECHNOLOGY STRATEGY Turn your multichannel vision into realistic technology blueprints that deliver an end-to-end portfolio of services Our Approach Our goal is to make sure that technology works for you, not against you. And we work with the latest digital technologies to ensure we re applying innovation that makes a difference. With our deep experience in multichannel architecture, development, integration and support we guide you to the right decisions, at the right time. We don t believe that one size fits all and instead base our strategy and recommendations on our understanding of your business and goals. Benefits Align technology strategy with multichannel business goals to create a roadmap for success. Use our technology consulting services for key components of your IT strategy, such as programme governance, information management, enterprise architecture, integration or platform and software selection. Our Services Technology strategy definition Draw on our expert consultants to define your proposition and jointly agree goals, approaches and project scope. Information management With a 25+ year heritage, you can trust Salmon to show you how to protect and share your data. Enterprise architecture Whether you plan to implement a new architecture or an individual system, we create a clear roadmap to aid selection and deployment. Platform, solution or software selection We use our ecommerce and multichannel experience and understanding of your vision to recommend the right technologies for your business, leveraging innovation that works. 5

6 DESIGN SERVICES One of the best experiences we had in the whole journey with Salmon with MorrisonsCellar was the usability labs. We used it for the first one and we had such a good experience, we continued to use it throughout the project and it was actually a key part in the delivering such a quality solution. Ken Platt, Head of Multi-Channel Delivery for Morrisons USER EXPERIENCE DESIGN A positive user experience means every element of the customer journey, from navigation to payment and delivery, is simple, immersive and thoughtful Our Approach Our website design solutions start and end with the customer. With this shared understanding of user experience we consider the end-to end customer journey as well as your business needs. We use an iterative design process to achieve genuine innovation, reduce risk and put customers in control. These user-centred design processes draw on research to develop a user experience that s based on hard evidence, not opinions. Benefits Our team s expertise spans the full service with research, design, content and front-end development skills. We have unparalleled experience of designing ecommerce customer experiences that delight customers and deliver high-impact ROI. Our Services User Experience Services Research With our methods for observation, contextual inquiry and other feedback methodologies you can develop invaluable insight into user behaviours, needs and motivations. Competitor analysis Assess the competition so you can establish differentiation, unique propositions and new opportunities. Information architecture We create digital property that has a logical and consistent structure and easy-to-find content. Interaction design Use our research and design expertise to meet the demands of, and inspire, your consumers. 6

7 Rapid iterative testing and evaluation This powerful usability process helps us to iterate the design quickly during testing to make the most of what we ve learnt. Research Services: Diary studies We conduct this powerful research to discover how customers fulfil a need and uncover their behaviour over a period of time. Customer experience mapping Customer journey mapping is crucial to help co-ordinate cross-channel design and identify opportunities for new or improved interactions. Heuristic evaluation Our usability experts review and optimise your digital property against best practice. Usability Testing Services: Usability testing Investigate website usage and use prototypes to test theories and inform your design. Persona development Through these user portraits we can communicate critical customer behaviour data in a format that s easy to understand and remember. Contextual inquiry We observe users daily interactions with products or services for a detailed insight on tasks, pain points and user preferences. Eye tracking Identify which online areas grab attention and which are ignored. Interactive prototypes Test assumptions and eliminate barriers as early as possible with working models of your site. Inherent value testing We observe how people interact with your existing digital property to see what works well and where you need to improve. 7

8 DESIGN SERVICES As an omnichannel games specialist, it is important for us to continue to deliver excellence and value for gamers across all our channels. Salmon has helped our online proposition stay strong and with the collaboration, we look forward to growing our digital market share and delivering excellence to gamers. Andrew Grainger, Chief Technology Officer, GAME USER INTERFACE DESIGN Give your online business its voice with a strong visual presence that expresses your brand values and deeply engages your customers Our Approach Our UI designers craft interfaces that go beyond function. We make designs that are attractive to look at and enjoyable to use. The designs we create triumph because of our whole project lifecycle knowledge. We understand how digital works we only paint pictures we can build. And we do it powerfully. Take a look at audi.co.uk for instance. Benefits Count on Salmon s full service, inhouse team to collaborate with you from inception, through development, to go-live. Go beyond colours and logos. Translate multichannel brand strategies into meaningful digital experiences and stay true to brand values. Our developers and creative team collaborate from the very beginning to reduce headaches during implementation. Our Approach Art direction Salmon creates outstanding, deeply engaging online experiences through stunning design. Each and every time. Digital brand strategy We can help you make the most of your brand and evolve your identity in today s digital-first world. We also create digital style guides to maintain consistency across all channels, from apps to websites. Idea generation Our process is inclusive, not exclusive. We workshop all ideas and allow creativity to flourish from the beginning and throughout the process. 8

9 Interaction design We view user inputs as sacred, so we consider how our outstanding static imagery interacts with the user. Every interaction contributes to the overall experience. Content production Content needs careful curation. We do this by ensuring visual assets achieve the best quality. Design quality assurance Our job doesn t end when the website has gone live. We use thorough audits to make sure the overall vision carries through to every element of the site. Concept creation We maintain focus on your users needs throughout the visualisation process to make the most of the aesthetic experience. Design advice Consult with our design team for expert input on colour theory, visual semiotics, typography, visual hierarchy, grid-based design and visual language systems. Creative design Design is not just about solving problems, it s about delighting and engaging users. We transform functional into beautiful. Accessibility analysis Stunning visuals are only part of the challenge. We match creativity against accessibility to ensure your site reaches the widest possible audience. 9

10 DESIGN SERVICES Salmon added real value in many areas throughout the project. Great leadership, great experience through discovery in understanding the capabilities of the platform to take a vision and transform that into something we could deliver very quickly. Ken Platt, Head of Multi Channel ecommerce Delivery, Morrisons SOLUTION DESIGN We combine our discovery team s ecommerce and multichannel expertise with your knowledge and vision Our Approach In an intense two-to-four-week discovery programme, we work together to share expertise and knowledge. Our aim is to reduce risk and shorten the development and testing phases. At the end of the discovery phase you will have a design that meets, and even exceeds your vision. From here, our in-house team can develop a solution to turn this vision into reality. Benefits Keep your vision in constant sight with clear communication and involvement. We ensure all of our team members grasp the proposition first-hand and that all other stakeholders attend the playback sessions. Use our workshops to identify any gaps with the platform and other components. At the workshops we present options for customisation and have open discussions on functionality, interfaces, data, performance and other non-functional requirements. Workshops also give you the chance to incorporate industry trends and learn from our experience with other leading merchants. You can see changes being made instantly, without the frustrating delay of decisions being taken away. Quality governance gives you assurance of our high standards we implement stage gate reviews to confirm deliverables are of the highest standard. 10

11 Our Services Data architecture services Our designs include logical and physical data models. These not only aid understanding of the solution, but feed into the detailed implementation phase. Wireframe development We rapidly create wireframes and page designs as part of a high-level solution. Then we continue to iteratively develop it until we agree on the design. User journey key page creation Early in the visual design process we identify key pages so we can produce accurate user journeys. Together, we can then establish and enhance the visual design. Style guide and indicative visual designs Style guides and indicative visual designs give you early sight of the visual design solution, so that you can feedback and contribute to the design process. Technical design Our design process has two stages. Firstly, with our high level design, we place the new solution into the context of all the other existing components. This highlights how the new design will interface and interact. For the second stage, we produce a detailed design which the development team uses for understanding and to begin the coding phase. Non-functional design We address non-functional requirements such as page response time and browser compatibility, as part of the overall process of achieving your vision. This way the solution meets your goals and performs in the way you expect. Security Security is an integral part of all of our designs. This means we design safe, secure systems rather than layering in security once we ve finished the design. 11

12 DESIGN SERVICES We want to be able to concentrate on doing business and evolving, and doing new things for customers. We want the technology and operations to be seamless and therefore not for any of our sales people or any of our staff to think about it - it just works! Russell Harte, Head of Multichannel Development and Delivery, DFS INFRASTRUCTURE DESIGN There s no substitute for experience. Especially when it comes to infrastructure design that is flexible, scalable, resilient and secure Our Approach With our standardised methodology your environment can be up-and-running quickly, using best practice virtualisation and cloud techniques. Then we refine and optimise as your online presence grows. We use our tried and tested processes to ensure build quality and stability through automation and cloning techniques. Benefits Boost uptime and availability for transactions with designed-in resilience. Build in flexibility and scalability with virtualisation and cloud technologies as transaction volumes increase. Robust security designed in at every level, from network components to software configuration. Deploy releases, upgrades and content change without system outages. Our Services Environments definition We define the types of environments needed, from system test, to user acceptance testing (UAT) to production and disaster recovery (DR). We define the requirements for each environment, based on factors like flexibility, resilience, security, scalability and growth targets and other KPIs. Environments design We work with hosting partners to design environments using the latest technologies. Integrated and automated build, release and deployment toolsets Clients benefit from a consistent and high quality infrastructure delivery with a standardised build process. With continuous integration we identify and resolve issues before they affect downstream systems. 12

13 Push-button deployment mechanisms Reduce lead times with our tools tailored for this purpose, all with full audit capability. Build and release mechanisms We perform automated regression tests as part of deployment and execute security tools against published secure coding standards. 13

14 ABOUT SALMON Salmon is a global digital commerce consultancy the largest in WPP s network of companies. We define and deliver market-changing solutions and customer journeys for the world s leading brands. Established in 1989, with operations in London, New York, Melbourne and Beijing, Salmon clients include AkzoNobel, Argos, Audi UK, DFS, Halfords, Premier Farnell, Sainsbury s and Selfridges. The Delivery & Operations Services and Optimisation Services brochures present Salmon services to deliver transformative ecommerce platforms, and sustain high performance once implemented. For more information, info@salmon.com or visit: Salmon Ltd. All rights reserved. All company and product names, brands and symbols mentioned herein are brand names and/or registered trademarks of their respective owners. 14