Case Study: How a Scalable E-Commerce Platform Supports Growth

Transcription

1 Case Study: How a Scalable E-Commerce Platform Supports Growth Featuring: Steve Miller, Xcentium; Randy Higgins, Insite Software Moderated by: Jenel Stelton-Holtmeier, Modern Distribution Management Sponsored by: July 23, 2015

2 Agenda Introduction Jenel Stelton-Holtmeier Presentation Steve Miller and Randy Higgins Q&A All

3 Webinar: How a Scalable B2B E-Commerce Platform Supports Growth SPEAKERS: Randy Higgins Vice President, Customer Growth Services at Insite Software Steve Miller Co-founder and partner at XCentium

4 Welcome! Steve Miller Co-founder and partner at XCentium Randy Higgins VP, Customer Growth Services at Insite Software 3

5 The Need

6 Nerium International Nerium International is a high growth Dallas based skin-care company producing age-defying skin products. Presence in USA, Canada and Mexico Rapid international expansion Existing platform did not support scalability or speed to market required for business plans Sitecore Experience Platform and Insite Commerce selected as core platforms to enhance and integrate to the existing Nerium technical architecture The result is a highly integrated multi-lingual, multicultural, multi-site solution to support Nerium s business growth under a common architecture

7 Business Requirements Highly Scalable Solution High Peak Transaction Load Micro sites for Distributors Customer Service Portal Distributor Portal Back Office Functions Multi-lingual Multi-currency Highly Complex Systems and Integrations Distilled into Simple Solution

8 Benefits for Nerium Standardized platform based on best of breed systems Scalable architecture supporting rapid growth in markets, transactions and traffic Reusable concepts and components decreases development and maintenance needs New countries can be supported quickly by reusing existing resources and adapting to local content, products and business rules Multilingual implementation in Sitecore easy to manage language versions Best of both worlds: Sitecore CMS and Insite Commerce

9 The Solution

10 InsiteCommerce High availability design ( % uptime) High traffic website (1,000 concurrent users) Subscription management Custom pricing based on user order history Product Bundling w/ discounts Multiple shopping funnels depending on customer type, country and context Each country has individual products, pricing and business rules Insite handles commerce logic and serves Sitecore with product and pricing information Sitecore controls presentation, redirect logic, business rules and shopping funnels

11 High Level Architecture Sitecore is responsible for all public facing web sites Solution is MVC based Account Creation (web services) OBEC Sitecore Produ ct Insite Exigo Sync Credit Card Processing (web service) Sitecore integrates with Insite as backend shopping engine for product and catalogue data, customer information, pricing, promotions, tax rules and all other commerce related information Exigo is system of record and acts as combined ERP and CRM system in the solution BackOffi ce (VIP Shoppin g) View s Subscripti on Manager ASP.NE T MVC Web servic es Public Shopping Subscription Fulfillment (Insite and web services) Pricing Refresh with Insite WIS (Daily) Product Refresh with Insite WIS (Daily) Account Refresh with Insite WIS (Daily) Insite integrates with Exigo for account creation, information and management, credit card processing, subscription fulfillment, pricing and product information AngularJ S Order History (Web service)

12 Elements of Internationalization Clay Tablet is integrated with UP Solution for easy translation controlled by Sitecore workflows Clay Tablet connects with TransNation as translation vendor Supports efficient and fast translation of web site content and other assets Allows Nerium to quickly add new country sites and add languages to existing sites without the need for hiring own resources with local language skills

13 Unique Country Sites Each country has a full set of site types Country specific products and catalogues maintained in Insite and synchronized with Sitecore One or more languages supported for all sites within a country portfolio Translation handled via Clay Tablet integration Most business logic shared between countries with adaption for local business models and regulation Content and look & feel optimized for local preferences

14 Marketing Automation Drip Campaign SMS Campaign Video Product Information BP Information Analytics Product Performance BP Demographics Campaign Performance

15 Elegant Solution Clean Design Intuitive Interface Scalable Solution Reliable Platform

16 What s Next?

17 Think of Digital Programs Holistically PLAN STRATEGIZE BUILD PRIORITIZE RUN GROW DIGITAL GROWTH Education Digital strategies Business cases Competitive assessments Roadmaps Measurement plans Organizational models Change management Capability alignment Tag management Analytics setup Reports and dashboards Content SEO Measurement Paid media Merchandising Search optimization Adoption Advertising 17

18 Align to Business Outcomes Objectives Value Drivers Enablers Retain Customers Create value propositions with customers through engagement and value-added experiences Protect Maintain Margins Transform offline value to digital experiences that meet unique customer needs Revenue Grow Acquire New Customers Increase Revenue Per Customer Increase Revenue Per Product Reach new prospect through effective content and campaigns Drive repeat purchase and cross-sell / up-sell opportunities with intelligent merchandising and search capabilities Use analytics-driven insights to identify cross-market applications and solutions Develop New Markets Facilitate new product development through efficient knowledge sharing, and increase speed of market penetration Efficiency Optimize Reduce Acquisition Cost Reduce Cost to Serve Build intelligence and insights to target and attract customers efficiently Enable customer self-service to create ease of business

19 To Build a Capabilities Framework Operate Drive Traffic Drive Conversion Create Experiences Measure / Improve Adoption / Support Enable Digital Capability Product Management Demand Coordination Internal Training & Support Coordinate - Business Units - Sales - Marketing - Channels - Fulfillment Content Management SEO/SEM Messaging Advertising/Me dia Targeting Campaigns Content Syndication Marketing Vendor Management Training & Support Merchandising Pricing Product Content Management (PCM) Supplier Management Catalog Management Loyalty Customer Pricing Promotions Customer Onboarding Employee Onboarding Brand Standards and Guides Customer Research Personas/Journ ey Experience Design Interaction Design Content Strategy Content Creation Interaction Management Financial Modeling KPI Definition Marketing Intelligence ROI Analysis Segmentation & Attributes Analytics & Reporting Customer Insights Tests & Definitions Measures/Tools CRM Knowledge Management Service & Training - Sales - Customers - Associates - Consumers Collaboration Platform Operations IT Collaboration Integration Program Management Quality Assurance Accessibility Front End Development (FED) Resources Dir. Prod Mgmt. Product Manager Business Analyst UAT Analyst Dir. Digital Marketing SEM Analyst SEO Analyst Analyst Recommenda tion Analyst Dir. Digital Merchandising Merchandising Analyst Product Content Analyst Dig. Strategist Interaction Designer Creative Director Art Director Copywriter Digital Analytics Dir. Analyst Director of Customer Support Support Analyst Trainer Sr. Project Mgr. QA Lead QA Tester FED Lead FED Tech Lead Tech Arch Developer

20 and Prioritize Based on Desired Outcomes

21 Using a Maturity Model per Capability Affiliate and/or Sponsorship Marketing Loyalty Marketing Content Distribution (e.g.: blogging) Omnichannel Marketing Integration Social Media for Customer Service Mature Channel BUSINESS VALUE Display Ad Campaigns Mobile/Location Marketing Social Listening for Customer Service User Generated Content Shopping Cart Re-Targeting On-Site Promotions Extend & Respond Product Content Search Engine Optimization Product Merchandising Search Engine Marketing Content Marketing Marketing Offline Marketing Coordination Test & Learn MATURITY (within a swim lane)

22 How to Keep Growing Digital Programs There is a significant gap in how many ecommerce technology providers go to market and serve customers. Companies need to make strategic investments to: Provide leading B2B digtal solutions incorporating practical B2B thought leadership, strategy, technology, and people-based services Address resource gaps within internal teams Realize the value of investment made in core technology platforms 22

23 Strategic Capabilities Needed Strategies Competitive assessments Business cases Roadmaps Org models Education Executive coaching Audits Keyword analysis Competitive analysis On-page elements Site maps Link building Localization Keyword selection Product listing ads Media buying Search retargeting Abandoned cart retargeting Landing pages List building Event-triggered s Transactional s Testing & optimization Personalization Technology integrations Advisory SEO Digital Advertising Measurement strategy Event tracking Targeted funnels Tool assessment Dashboard creation Tag management A/B & multivariate tests List building Lead scoring Lead management Form optimization nurturing Retention & acquisition strategies Content marketing strategy Content audit Content reuse plan Content development Style guide Internal presentations Price strategy Product hierarchy & taxonomies Cross-sell & upsell Alternates & replacement parts Kits & configurations Analytics & Measurement Lead Generation Content Merchandising & Promotions 23

24 Questions? Insite Software Contact Information: Insitesoft.com XCentium Contact Information:

25 Thank You! Insite Software Contact Information: Insitesoft.com XCentium Contact Information:

26 Case Study: How a Scalable E-Commerce Platform Supports Growth Featuring: Steve Miller, Xcentium Randy Higgins, Insite Software Moderated by: Jenel Stelton-Holtmeier, Modern Distribution Management Sponsored by: July 23, 2015