tackling multichannel complexity on...

Tackling Multichannel Complexity on Magento

Darryl Adie Managing Director Ampersand Commerce @DarrylAdie amp.co

Gavin Williams Multichannel Consultant Harvey Nichols @wineoftheweek harveynichols.com

The state of multichannel

The UK multichannel landscape

79%

Used Click & Collect in 2013

20%

Use it at least once a month

69%

Of consumers are multi-device

Business challenges

Business challenges

•  Insight

Business challenges

•  Insight •  Technology

Business challenges

•  Insight •  Technology •  Ever-changing requirements

Business challenges

•  Insight •  Technology •  Ever-changing requirements •  Talent

Business challenges

•  Insight •  Technology •  Ever-changing requirements •  Talent •  Culture

Sector challenges

Luxury challenges

•  Premium service

Luxury challenges

•  Premium service •  Scarcity

Luxury challenges

•  Premium service •  Scarcity •  Brand expectations

Meeting the challenges

Partnership first, technology second

PIM ERP CRM

Persona scenarios

Multichannel personalisation

CRM

Click, Collect, Try

The end of ‘desktop first’ thinking

Mobile •  Mobile-specific experience •  Adaptive •  Tokenization

Hampers (gift baskets)

Introducing non-etail

Content merchandising

Speed it up. Make it scale. •  Adaptive mobile theme •  Hybrid Hosting •  Full page cache & CDN •  Backbone.js & progressive

enhancement •  Fredhopper for Content & Product

The core for multichannel

Key takeaways

•  Customers not technologies

•  Customers not technologies •  Ever-changing requirements

•  Customers not technologies •  Ever-changing requirements •  Agency fit

•  Customers not technologies •  Ever-changing requirements •  Agency fit •  Device strategy is about the user

•  Customers not technologies •  Ever-changing requirements •  Agency fit •  Device strategy is about the user •  It never ends…

Q&A