how macy's does mobile: deepening retail engagement with salesforce
TRANSCRIPT
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How Macy's does Mobile: Deepening Retail Engagement with Salesforce
Yasir Anwar, GVP, Macys.com & Bloomingdales.com
@yasiranwar79
Margaret Francis
Senior Director Product Management [email protected]@margaretfrancis
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Retail@
Featured Retail Sessions
17 Leading Retailers across 23 Sessions
TODAY
Innovation Showcasewith Amazon 11:00am - 11:40am
European Wax Fuels Growth with Salesforce2:30pm - 3:10pm
Design Within Reach:Retail Disruption2:30pm - 3:10pm
Macy's does Mobile 3:30pm - 4:10pm
TOMORROW
TOMS Engages Customers While Doing Good8:30am - 9:10am
Key Innovation Trendswith Ocado9:30am - 10:10am
Highly Scalable Appswith Macy’s3:30pm - 4:10pm
Shopper Engagement with Suit Supply3:30pm - 4:10pm
George Zimmer: His Next Big InnovationThursday 12:30pm - 1:10pm
Spotlight Session
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Salesforce for RetailTOMS’ Pop-up Experience
All Week!
Customer Success Showcase
Bloomingdale’s at Westfield Mall
Wednesday, 9/16/156:30 pm
Check the Session Chatter Page
Store Innovation Tour & Reception
featuring
Design Within Reach & Retail End to End Demo
Westfield Mall Bespoke Area, 4th
floor
Moscone West:
Sponsored by
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• Introductions
• Business Challenges: Retail Innovation in an Omnichannel World
• The Mobile Imperative
• The Innovation Challenge
• The Customer Centered Future
• Q & A
How Macy’s Does Mobile: Deepening Engagement with Salesforce
Agenda
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Introductions
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• Founder of Macy’s Labs
• Formerly Director of Engineering with WalMart Labs
• Passion for innovation & entrepreneurship- from inside the enterprise
• Experience building delivery teams
• Experience building great products
• Launched multiple consumer facing products, both new product and business transformation initiatives
• Look for him on Twitter @yasiranwar79
• Recent Sponsor of the AT&T Hackathon
• Upcoming attendee at the Grace Hopper event for women in technology
GVP, All Customer Applications & Platforms @ Macys.com & Bloomingdales.com
Yasir Anwar
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Macy's is the largest department store and the 14th largest retailer in the US by sales
Macy's operates both the Macy's and Bloomingdale’s brands, and generated $27.9 billion in sales in 2014, with 800+ stores globally and 170,000+ employees
The Macys.com division operates Macy’s digital experiences, including web, mobile, and exploring the next generation of engagement with customers
Macy’s: Storied Brand, Leading Retailer
Macy’s was awarded
2014 Mobile Retailer
of the Year
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Business Challenges
• Consumer shift to mobile
• Better omnichannel customer experiences
• Increasing customer satisfaction and deepening engagement
• Improving business agility to keep up customer & market trends
• Driving online revenue growth
Retail Innovation in an Evolving Industry
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The Mobile Imperative
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Shopping is MultiChannel
http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
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The Mobile First World is Here
Desktop49%
Mobile51%
Users Spend More Time on Mobilethan Desktop
comScore Media Metrix Multi-Platform Total Desktop Audience and Mobile Audience
http://www.telegraph.co.uk/technology/google/11549615/Google-search-
overhaul-could-cause-Mobilegeddon.html
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Macy’s Mobile Responsive Ecommerce Experiences
• m.macys.com & m.bloomingdales.com
• No brochureware; mobile ecommerce properties
• Omnichannel integrations including Buy Online, Pickup in Store; My Wallet; Push notifications for sales and promotions
Awarded 2014 Mobile
Retailer of the Year
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Integrate with Back End Systems Via Unified Services Layer
Business Agility with Customer Engagement Apps on Heroku
Macys.com
(Node.js)
Bloomingdales.com
(Node.js)
Inventory Systems
(Domain Services)
Product Catalog
(Domain Services)
Payments
(Domain Services)
Customer Data
(Domain Services)
Experimentation
Framework (Java)
macysbackstage.com
Un
ifie
d A
PI
Ma
na
ge
me
nt
(Ja
va
) Macy’s
Back End
Systems
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Where We Started
Macy’s Journey on Heroku
Where We Are Now
• Mission critical, highly strategic, revenue generating properties
• Small applications and services, nonmission-critical applications
• Leveraging Heroku to meet peak annual traffic levels on Thanksgiving, Black Friday & Cyber Monday
• Limited volumes of traffic
• Platform for retail innovation, customer engagement apps, internal services and emerging concepts
• Experimental services for new apps
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The True Test for Scalability: Black Friday & Cyber Monday
• Thanksgiving Day 2014: First day that smartphones and tablets
accounted for majority (52.1%) of all online traffic
• 9.5 % YOY growth in internet traffic from mobile devices
• Mobile devices accounted for one-in-four of all online purchases
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The Innovation Challenge
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Customer Behavior
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Innovate with the customer
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How do we build an innovation culture that is focused on:
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Output
Outcome
Culture
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The strategy: “More, Better, Faster!”
…in doing so, we’re:
Developed a methodology to evaluate, prioritize, and productionalize some of the
millions of good ideas that we have within the company
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Candidate
Vendor
Employee
Idea Lab
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Lean Dev Teams
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| TEST a Hypothesis |
| SMALL Empowered teams |
| CUSTOMER @ the center of decisions |
| MINUMUM Viable product |
| QUICK Build-Measure-Learn cycles |
| Eliminate WASTE |
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The Journey
Pitch made to EC | Feb 2013
First Idea challenge published | March 2013
Kicked off first Idea lab | April 2013
Till now | 20 ideas built via Idea Lab
Launched to production | 12 ideas
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The Impact: More Better Faster
Ideation to working code| 9 months to to 2 ½ Weeks
Ideation to production| 12 months to 1 month
Average feature cost| reduced to ½
2 Lean Dev Team in 2014| 10 Lean Dev Teams in 2015
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the
sandbox VENDOR i-Challenge
sourcing
testing
scaling
How it all works together
Domains
MacysLabs
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The Customer Centered Future
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• Buy online, pick up in store
• Digital Coupon Wallets
• Virtual fitting room events
• Digital signage in stores
• Mobile navigation
• iBeacons
• Thanksgiving Parade App
• Star Gifts
• Believe-o-Magic (App for Kids)
• Visual search (mobile app)
Macy’s Continues to Drive Omnichannel Retail Innovation
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Q & A
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The flexibility and scalability of Heroku
enabled Macy’s to test, learn, and move
forward quickly with their ideas.
Macy’s built an experience that makes
shopping more convenient and fun for
their customers.
“Heroku gives us a powerful, flexible platform that enables us to test, learn
and proceed aggressively with new mobile ideas that excite our customers, making shopping more convenient and
fun.”
– Shawn L. Morrissey, VP, Mobile Engineering, Macys.com & Bloomingdales.com
Macy's sought greater innovation and agility for their online business and built a
shopping experience on Heroku that grows with their customers.
heroku.com/customers/LEARN MORE AT: macysC L O U D A P P L I C A T I O N P L A T F O R M
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Shopper Acquisition & EngagementConnected Shoppers & AssociatesOmnichannel Customer Service
Clienteling 1-to-1 Shopper JourneysSmart Service
Customer Experience
Industry Experience
Partner Experience
Visit the Design Within Reach Shopper Success Experience
Everyday from 9 until 5
Moscone West
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1After each session, open the Dreamforce App to ‘My Agenda’
2 Tap the bell to see your surveys to be completed
3Get entered to win a GoPro for each survey you complete
Dreamforce ‘15 Mobile App
Share Your Feedback, and Win a GoPro!
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Free Gift Card
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thank y u