Transform Your Business With Salmon Ecommerce Services

Transcription

1 Delivering Transformative Ecommerce Platforms and Solutions with Delivery and Operations Services Transform Your Business With Salmon Ecommerce Services 1

2 DELIVERING 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. Once we ve defined how best to support your strategy, and delivered the right ecommerce solution, we work with you to drive oustanding performance... Salmon has a proud track record across retail, distribution, manufacturing, FMCG and D2C in selecting and deploying commerce platforms that reset expectations. Through our Delivery and Operations services we enable client strategies, translating them into robust, technical implementations, applying insight and the latest digital technologies to deliver innovation that works. With over 500 experts in ecommerce development and delivery, Salmon leads the way in: multichannel solution implementation, integrating every channel your customers need for an engaging, frictionless experience on every journey commerce system integration, building scalable, stable solutions that work seamlessly within your overall enterprise system structures ecommerce operations and management, ensuring your solutions are outperforming KPIs programme governance and management, developing and adhering to structures and schedules you can count on, with everything tested and secure end-to-end process methodology and design, through the ownership of complex programmes, applying industry standard and Salmon s unique approach to optimise design and enable powerful solutions. Delivering ecommerce solutions for leading brands: 2

3 DELIVERY SERVICES In 2007 we were one of the first retailers in the UK to implement Click-and-Collect, which is still in full swing today and delivering us some great results. Clive West, Digital Director, Halfords MULTICHANNEL INTEGRATION There are more channels than ever to connect with customers, so it s crucial to integrate your systems for a seamless customer experience. Our Approach We integrate systems for multichannel business operations to deliver a seamless customer experience and an efficient operating model. Our multichannel consultants help with insight and advice on integration solutions and strategy, and recommend how to implement industry standards and best practices. and-reserve, Free-Delivery-to-Store and Textand-Reserve for leading retailers such as Argos, Selfridges and Halfords. Provide an outstanding experience based on deep engagement for your customers with channel optimisation services. These ensure that multiple channels complement each other every time. We help you answer the key questions, like which systems own the master customer record, which integration strategies and technologies to use, when to upgrade key technology components and how to integrate safely with new third party services via public and private APIs. Our Services Data architecture analysis Our data architecture teams analyse data from disparate legacy systems and enhance and distil this intelligence to support your multichannel needs. Benefits Draw on Salmon s experience of integrating the myriad of systems in a multichannel environment. We ve worked on services like Click-and-Collect, Reserve-and-Collect, Check- Enterprise services We use our industry expertise to provide you with a software architecture model that simplifies the definition of complex Enterprise environments or systems. 3

4 Service-oriented architecture Our approach helps you reach your multichannel vision. We do this by exposing the features of your existing systems so that they can be viewed as services internally and externally. Multichannel frameworks Using our experience of multichannel solution implementation we can show you how to exploit the multichannel features of sophisticated frameworks such as IBM WebSphere Commerce, SAP Hybris and Magento. Sainbury s Grocery Integration As well as moving the website, Salmon re-platformed eight additional systems at Sainsbury s, comprising the contact centre, delivery scheduling, delivery management, content management, ratings and reviews, search and navigation and merchandising. This project is one of the first, and largest, grocery implementations on IBM WebSphere Commerce in the world. The implementation involved migrating the data of eight million customer accounts, four million credit cards and 12 million orders. The new platform has also been tightly integrated with Sainsbury s legacy systems. The website includes features such as support for thousands of simultaneous promotions, calculated real-time in the basket. Salmon developed a number of bespoke applications and more than 80 integration points to backend systems and the supply chain to support reporting and the supermarket s entire multichannel offering. The back-end systems include product, promotion and pricing data, stores fulfilment, delivery/vehicle tracking, payment, product and supplier data, in-store picking, non-groceries platform, range/ product availability and delivery/route planning. 4

5 DELIVERY SERVICES It s taken Sainsbury s 14 years to reach 1bn annual sales online and this new platform gives us the capacity to double this. Salmon has been a key partner in helping us transform our digital offer, managing the overall programme and more than ten third parties. Jon Rudoe, Digital and Technology Director, Sainsbury s PROJECT AND PROGRAMME MANAGEMENT Allow Salmon to take total ownership of complex projects and programmes, and manage across multiple workstreams Our Approach The experience to deliver on time, and the common sense to deliver on budget, are the skills you ll expect from good project managers. Our qualified team go beyond this to add value at key pressure points in the project lifecycle and span across third parties for seamless delivery. Choose the right methodology for your project and business, from full project management to workstream support. Decide where you want to go. At the discovery phase we take the time to define and redefine, the business proposition. We then recommend how to get you there. Receive regular input, demos and security management for reassurance and to keep risk to a minimum. Once the project has reached go-live we continue to add value and look for improvements. Our Services Full programme management Hand us control of third-party and internal team management and we will streamline your workload. Workstream support For focus on specific project areas we team with our clients, working alongside you at your offices. Salmon project management We take responsibility for all Salmon deliverables driving high performance standards, underpinned by service agreements. 5

6 Methodologies We recommend our own project methodologies, but for flexibility and to fit in with your culture and internal processes we re fully conversant in Prince2 and Agile. Salmon Implementation Methodology Our own methodology is a proven process that allows you to benefit from best practice project methodologies and our commerce expertise dating back to Agile Iterative, fast-paced and fluid, Agile gives you incremental development and the flexibility to shape and change the project as you go. Prince2 This proven methodology helps you to see the full and complete picture upfront. 6

7 DELIVERY SERVICES Much of the work by Salmon has focused on improvements behind the screen to allow us to build new and exciting functionality that will make the shopping experience better, faster and more efficient for our customers. Customers can look forward to some exciting developments on the horizon. Clive West, Digital Director, Halfords Group SYSTEM DEVELOPMENT Complex business needs often call for more than a single agnostic solution. it s this approach that s made Salmon a market leader in this field Our Approach More than 25 years of building sophisticated and high-volume transactional systems has taught us many things and shaped who we are today. Above all, we ve learned that client input and collaboration throughout the project lifecycle is vital for efficient and effective project delivery. To provide an optimal design solution, we apply proven, tested architectural patterns. Our development process has quality gates across all project stages. These include standard processes, automation of manual tasks, standard checklists, knowledge bases, plus code and architecture reviews. We also test rigorously. Benefits Realise your full multichannel potential by tapping into Salmon s expertise in delivering highly integrated projects. To ensure consistent focus true to your initial vision we guide the development phase with an iterative plan created during discovery. This also allows for short bursts of incremental delivery and user acceptance. Keep in control of progress and quality via open communication to ensure clarity and consistency, and facilitate feedback on demos and code releases as part of an ongoing endof-release UAT. 7

8 Unit test frameworks. We provide automated unit test frameworks to fully test all applicable units of code on a nightly basis. We also provide success or failure reports for each test. Custom development Where it makes sense to build instead of buy, we develop custom software to extend existing software or create new components. Our teams are familiar with a wide range of web technologies for both front-end and back-end development. Deployment planning Our plans describe all tasks and owners to help us carefully plan for go-live together. We review the deployment plan with all stakeholders and confirm all timings and dependencies. Our Services Platform implementation, upgrade and extension Whichever platform is implemented we configure and extend in line with the vendor s recommended approach. This ensures smooth upgrades in the future. Implementation methodology Our own unique approach is based on our extensive experience. The process is consistent and repeatable. It incorporates industry-standard best practices, as well as extensive quality controls throughout the project lifecycle. We have our own toolsets to help us deliver projects efficiently and effectively, including: Integrated and automated build, release and deployment toolsets. We build software releases from the source code repositories and deploy to all environments, from daily build onwards through system test and UAT to live. This continuous integration helps us to identify and resolve issues before they affect downstream systems. 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 validation tests on code to ensure standards and efficiencies, simple regression tests and PCI checks. 8

9 DELIVERY SERVICES Taking into consideration the performance implications of the large number of items in the average shopping trolley, the sheer abundance and complexity of grocery promotions, tight coupling to legacy systems and data migration of 8 million customer accounts, 4 million credit cards and 12 million orders - by any standards the (online re-platform) launch has been a resounding success. Jon Rudoe, Digital and Technology Director, Sainsbury s DATABASE SERVICES Take full control of website database and ecommerce solutions to ensure operational stability, performance and security Our Approach Our commerce experience keeps the risks out of database management. With this experience comes our ability to automate complex solutions, rather than build them from scratch. And when we deploy, it s at the click of a button and to a high level of quality. Exploit Salmon s deep experience across website, online and reporting databases, or focus on specific aspects of your databases. Confidently use our design, build and database management skills. Plus you can rely on our own tried and tested tools for database maintenance and analysis. Know that you re using the best available. We partner with third parties to strengthen our capabilities. Our Services Database reviews Use our non-disruptive reviews to uncover hidden issues, gain performance insight and to test capacity. Performance reviews Our actionable recommendations allow you to overcome underlying issues and improve function and site performance. Back-up and restore methodologies Safeguard your business and client data against inevitable problems by using our best-practice techniques. Disaster recovery reviews We review and then recommend how to protect your data against disasters, as well as how to quickly recover data too. 9

10 High-availability reviews Use our best-practice tools to build database resilience and shield data from component failure. Major incident investigation and problem resolution Recover from complex database problems with our thorough experience-led investigations. WebSphere Commerce database specialities Harness our many years design and implementation experience of IBM WebSphere Commerce and our own bespoke database tools. 10

11 DELIVERY SERVICES One of the best experiences we had with Salmon, with Morrison s Cellar, was the usability labs. Ken Platt, Head of Multichannel Delivery, Morrisons TESTING End-to-end testing means you can trust your web applications to deliver the quality experiences that customers demand Our Approach With our experience of testing ecommerce sites, we help you mitigate risk and give you confidence in the software being tested. Draw on our expert advice for all aspects of testing. Our guidance is based on our thorough knowledge of the current testing tools and techniques. We ensure quality throughout programme delivery with our key testing activities. These include functional test case development and execution, daily automated builds to regularly deploy and test new code. We also include system integration testing, reporting and management. Benefits Rely on our proven track record to deliver welltested solutions within demanding timelines. Use our test team s extensive domain knowledge and expertise in the frameworks, third party and open source tools that comprise a multichannel project delivery. The team is made up of certified ISEB and ISTQB professionals. Our Services Test strategy preparation If you don t have inhouse test expertise and need guidance on how to approach testing, we can prepare a test strategy for you. We cover everything from unit testing through to operational acceptance and live deployment. Test management We provide skilled test managers to support your in-house testing assignments. Call on us to assist with UAT or manage third-party teams. 11

12 Operational acceptance testing (OAT) We prove that everything works, from functionality through to all of the agreed non-functional requirements, such as network, bandwidth, middleware, integrations and third-party touchpoints. Security testing We limit the risk of attack through industry standard tools, such as BurpSuite, to carry out manual and tool-driven web vulnerability testing. Testing partner collaborative services For some specialist areas, such as penetration or accessibility testing, we bring in our testing partners to complement our inhouse expertise. Web testing Our ISTQB and ISEB certified testers have been testing web applications for over 25 years. From cookies to cache, search to spelling, we test all aspects of your website. Performance testing and results analysis Identify capability issues with our robust analysis and testing. Overcome underlying issues with the actionable recommendations we make about your technology s performance. Mobile device testing With experience in testing mobile-optimised websites and mobile apps we leave you confident that your software will function and render correctly. We use a combination of real devices and third-party applications. Test automation solutions Our team works with industry standard tools, such as UFT, Selenium and Cucumber for web and mobile solutions. We support many automated testing approaches, including keyword, behavioural-driven development and bespoke frameworks. 12

13 OPERATIONS SERVICES I m pleased that... on those odd occasions where we do have a critical ticket or an issue on the site, we ve always managed to get support from Salmon within our agreed SLAs to get the site back up and running and open to our customers. Clive West, Digital Director, Halfords APPLICATION MANAGEMENT AND SUPPORT Salmon s Application Management and Support is a vital way to protect your revenue and reputation Our Approach Our industry and domain experience come together to keep global applications and systems stable, optimal and easy to change. It means clients benefit from a managed service that is tailored to your business. We use our discovery process and draw on more than 25 years of expertise to recommend the right package for your needs. We can provide support and additional services, whether or not your solution was developed by us. Benefits Choose package options from the fully managed Platinum service, down to SLAbased Gold or Silver levels. Based upon ITIL (the IT Infrastructure Library) Version 3 Framework for best practice methodologies and robust processes. Draw down ad hoc support. This is ideal for one-off needs, such as preparation for key trading periods or fixed resource models with high flexibility. Deliver change with lower risk by transitioning and implementing an AMS (Application Management System) model. This is a proven and swift process. 13

14 Additional Services We recommend a selection of these service packages to complement any AMS models, or they can be delivered as stand-alone services. Capacity And Performance: Capacity Planning And Peak Trading Reviews We review your recent trading peaks and projected volumes to help you build in optimal availability for the next high-volume peak event. Load, Stress And Soak Testing Use our set of tests to prove the capacity of the system assets against various scenarios. Non-Functional Requirements: Build And Deployment Management Our domain experience reduces the risk of change and provides automation to build robust tools and processes. Alert And Monitoring Solutions Use our pre-built assets to monitor, probe, trend and analyse system characteristics and solution issues. Hosting Services Work with our strategic partners to build scalable, robust, secure and resilient architectures. House-keeping Solutions Take advantage of our pre-built solutions to help manage data volumes, logs, database performance and data warehousing. Audit And Recommendations: Performance Audits With a review of system performance KPIs we recommend improvements to load or response times. Architecture Reviews We review your complete system architecture end-to-end and recommend changes via heat-map analysis. Security Reviews Know where to look for security vulnerabilities in data, application and processes with our systems audit. 14

15 OPERATIONS SERVICES The personalised experience of the site was really brought together with the relational content solution that Salmon developed. Ken Platt, Head of Multichannel Delivery, Morrisons CONTENT MANAGEMENT Put your content to work. Successful content management drives action and converts brand messages into results Our Approach We understand how to develop and deliver a content strategy fit for commerce. You can use our digital marketing know-how to build valuable and measurable content into the development of your site. Every piece of content should serve a purpose and meet your goals, so we think about content as soon as we start to develop a website. As the customer experience is central to your content strategy we ask what you are trying to achieve, who you want to reach and importantly, what you want them to do. Benefits Tap into our knowledge of the technology behind the content. We match engaging content with high-performance capabilities. Step back to consider your content vision, or lean in for a closer page-by-page audit. Our full-service content team has the strategy, creation and content management expertise to help with every element. Use the right mix of tactics to deliver your content marketing strategy. Know your audience. Show, don t tell. Choose the right format. Engage. Surprise. Entertain. And above all, focus on quality. Add powerful web analytics to measure your content s performance and to continuously optimise. Develop a clear purpose for all of your content with customer experience research and insight. We also use customer personas to help us to tailor your content and move your audience towards their goals. 15

16 Content plans and workflow Our content plans and workflow tools help you to manage your content s sources, targets, reviews and outcomes. Content creation: Creation of new content Benefit from inspired and fresh content created by Salmon s dedicated content team. Ensure you have quality control with our editorial leadership and governance. Existing content Build on what you ve got. We can bring your existing content to life by addressing its structure, style, tone of voice and SEO. Our Services Content strategy services: Content vision Together, using stakeholder and customer research, we develop an overarching content vision to achieve your business needs and user goals. Content audit We evaluate your current content portfolio to identify content gaps using customer research, best practice techniques and analytics. Tone of voice Consistency is paramount, so we create tone of voice documentation and guidelines to help you maintain your tone of voice across all channels. Style guide Ensure you share best practice across all digital channels with our content style guide. Team development and training We help you determine your content team requirements, and then recruit and train personnel for you. Content migration We use a case-by-case approach, so we can plan and implement a smooth data transition. Social media Manage and integrate your social media presence to engage and deliver your overall strategy. Content management: Asset management Use our tools to control, distribute and integrate your valuable content. Full service content management We provide seamless content strategy, creation and management know-how. Dedicated content team Serve consistently rich content with the help of our editorial leadership and planning. Track digital KPIs Follow your digital marketing plan s progress with our monitoring tools and metrics. 16

17 OPERATIONS SERVICES Did you know? Salmon has established a Peak Trading Operations Centre for clients, with its ecommerce technical experts all in one environment to support customer ecommerce sites during peak trading. MANAGED SERVICES Our managed services give you the confidence to concentrate on your core business operations and strategies Our Approach So you re looking for managed services you can depend upon? Our suite of managed services is made up of our own solutions, third-party products, supplier-delivered solutions and content or trading operations. We tailor the services and packages on offer to meet your requirements and budget and, as always, we look to step forward as your single point of contact. Benefits Choose from a range of tailored services to meet your requirements and budget. Streamline your workload by using us as your accountable single point of contact. Focus on your business operations, with the confidence that comes from having a stable and secure trading platform you can trust. Our Services Clients work with us in a variety of ways: Managed application support service This service supports a high service level agreement (SLA) where we act as the single point of contact for all suppliers, partners, third parties and interfaces. All parties work to the same service governance via agreed roles and responsibilities and operational level agreement. Managed service one contract As with our managed application support service, we are the single point of contact and governing owner but with this option we take care of the commercials, so you have just one price and one contract. Managed service plus In this managed service we add on trading operations, analytical, content and campaign management, with the potential for reward-based outcomes. 17

18 OPERATIONS SERVICES We wanted to be able to concentrate on doing business and actually evolving and doing new things for customers. We want the technology and operations to be seamless and therefore not have any of our staff to think about it: it just works. And that s what we were buying into when we went with the Salmon-Rackspace combination. Russ Harte, Head of Multichannel Development & Delivery, DFS HOSTING We believe that hosting should be seamless within projects and application management models, yet designed for resilience, scale and easy upgrade Our Approach In collaboration with our strategic partners we design, build and support stable, secure and scalable hosted solutions to a high service level agreement (SLA). We define your non-functional requirements (NFRs) and service levels and create a roadmap for the hosted solution. Your base solution will have fast recovery times, with fully resilient architectures throughout all network, hardware and software tiers. Finally, we factor in disaster recovery (DR) and performance environments. Benefits Opt for the best hosting option for your requirements and budget. Through our partnerships you can choose from Public Cloud, Private Cloud or a dedicated managed hosting service. Minimise downtime to protect trading and brand reputation, plan for future capacity and maintain up-to-date hardware and security versions. Enjoy fast set-up times with our pre-built assets to support trading and monitoring. 18

19 OPERATIONS SERVICES They (Salmon) fully understand our online and offline customers... If I look at our customer engagement, our customer feedback and our customer conversion, we ve absolutely made the step-change in our performance that we set out to do. Clive West, Digital Director, Halfords MULTICHANNEL COMMUNICATIONS Power your customer communications through personalised and targeted campaigns across channels Our Approach We develop, run, and measure ongoing multichannel campaign strategies that drive traffic, increase conversion rates and encourage repeat purchase. With our multiple skills all under one roof, we can exploit your technology with website optimisation, full-service content management and capacity planning. Benefits Link your multichannel communications to our full ecommerce capabilities. Use our full service, expertise from customer insight, brief creation and contact strategy through to deployment and measurement. Our Services Research and measurement services: Customer profiling The first step is to understand the customers you want to engage. We help you discover who and where your customers are, and why and how they buy. We also develop personas to help target your marketing communications. Segmentation We show you where to focus your effort and spend with personalised and consistent messaging. And we help you convert anonymous visitors to known prospects or customers more quickly. Actionable insight reports As part of our managed services we provide regular reviews across departments that focus on actionable insight. 19

20 Multichannel campaign delivery: Multichannel strategy development Engage customers over key lifecycle stages. We use personas to craft content for the right channel and the right context. Creative services Our multichannel know-how informs our creative work, from concept through to fully worked-up artwork for , landing pages, collateral and video. Planning services We develop automated routines based on customer and prospective customer attributes and behaviours. These routines automatically review individuals within the system and place them into the most appropriate campaign. Measurement services Evaluate the effectiveness of campaigns using our measurement tools, including conversion tracking and link history reports. Our web analytics team also recommend how to fully optimise your website. Managed marketing automation We manage the whole automated multichannel communications programme from installation, integration, insight, creative, campaign management, reporting and strategy to deploy best practice at all stages 20

21 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 Strategy & Design Services and Optimisation Services brochures present Salmon services that define high-impact ecommerce solutions, 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. 21