#mitxecs - crawl, walk, run: how to plan for & execute ecommerce in your omnichannel marketing...
Post on 16-Jul-2015
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CRAWL, WALK, RUN: HOW TO PLAN FOR & EXECUTE ECOMMERCE IN YOUR OMNICHANNEL MARKETING STRATEGY
Sean Rusinko@SeanRusSVP, Digital Strategy Verndale
Sponsored by:
Who is this guy?
• Sean Rusinko
• Head of Digital Strategy at Verndale
• Passionate about Experience Technology & Marketing Transformation
• @seanrus
• @verndaletweets
What we’ll cover today
1. Market Trends
2. eCommerce Maturity Examples
3. Guiding Principles for eCommerce Transformation
4. Q&A
A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful
customers.
We’ve entered the age of the customer
Once, Technology Favored Companies;
Now, It Empowers Customers
The Customer Experience (CX) Should Be at the Center of Your
Digital Marketing Strategy
Technology has tipped the balance
Path-to-purchase needs to be a connected experience
Throughout each phase in the journey, users expect a connectedexperience at every touchpoint& on every device
Retail store foot traffic down, but are sales up
Increasing online research during the path-to-purchase has decreased brick-and-mortar traffic while ecommerce sales increase and new retail stores open
CONTENTAUTHOR
WCM PRODUCTMGR
COMMERCE
Disconnected experienceTHE MARKETER’S STRUGGLE BETWEEN WCM AND COMMERCE
"Companies need cohesive digital customer experiences, but marketing
and Commerce groups often operate in
silos with differing objectives, which leads them to buy and operate
independent solutions for brand
content and transactions. The end result? A fragmented, confusing and
poorly integrated digital presence.”
Forrester estimates a 12% compound annual growth rate and overall 75% growth in platform spending by the end of the decade.
Spending on commerce platforms to reach $2.1B
THE PROMISE OF XM
• Leverage cross-channel data for targeted content
• Personalized experiences across touchpoints and journey phases
• Scalable platform for sustainable investment
Connecting the experience through CXM
CXM-commerce options present different customer experience & cost-to-implement scenarios:
STANDALONE:Separate content and commerce systems creating a disjointed path-to-purchase along with the added costs to maintain two separate systems.
CAPTIVE:Content, Product and Analytics mostly sit together allowing for a connected experience at a lower price point.
INTEGRATED:Content, Product and Analytics are managed in one place, which allow for a fully connected experience, but currently are difficult to scale to the enterprise.
CONNECTED:Best-of-breed content and commerce systems are closely integrated allowing for a fully connected enterprise-worthy CXM strategy.
VELCRO’S CHALLENGE
Build and introduce a new connected user experience that would allow Velcro to sell direct to consumer through its own ecosystem and Amazon fulfillment API.
Velcro
VelcroTHE SOLUTION
• Intuitive UI re-think to allow for efficient product configuration
• Responsive design to support mobile commerce
• CXM-Active Commerce with a number of customizations including Amazon fulfillment services API
Approach maturity with crawl, walk, run
COMMERCE MATURITY: ATTRACTPre-commerce, catalog website with basic demand generation and analytics
COMMERCE MATURITY: CONVERTContent & commerce begins to blend, testing and automation convert & nurture users
COMMERCE MATURITY: ADVOCATEFully integrated content & commerce with personalized automation across every phase and channel throughout the journey
Design modularly across the path-to-purchase
CONTENT: Persona Mapping, Modular Design for Personalization & Reuse
CUSTOMERS: Audience Segments & Journey Phases
EXPERIENCE MARKETING: Omnichannel Personalization, Optimization & Automation
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