how men's wearhouse is addressing commerce in the age of the informed consumer
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Perficient CommerceConcept to Completion
AGENDA
PERFICIENT
• About Perficient• eCommerce Evolution & The Empowered
Customer• Traditional Commerce & The Business
Challenges• The Future of Commerce
Men’s Wearhouse
• Inside the Men’s Wearhouse• eCommerce Challenges• Selecting a Commerce Solution• Benefits• Project Plan• Lessons Learned
Q&A• Interactive Dialog
Agenda / Speakers
Sameer PeeraPrincipal, National Commerce Practice
Vlad KuznetsovCTO & VP of Engineering
Perficient At A Glance
Leading Technology Consulting & Solutions Firm
• Founded 1997
• ~2000 employees
• 2012 revenue guidance of ~$327 million
• Major market locations throughout North America
• National Business Unit Overlaywith focused Expertise inIndustry and KeyTechnology partners
• IBM Premier Business Partner14 years
• Industry Focused & Authorized:• Healthcare & Retail
Award Winning Solutions and Expertise• Integration Excellence Award - 2012 • Business Analytics Award Winner - 2012• IOD Best of Show “Retail Pathways – 2011• Lotus Most Distinguished Partner – 2006, 2008, 2011• 2010 IOD Industry Warehouse Pack Partner of the
Year• 2010 Lotusphere Best WebSphere Portal Solution –
Finalist
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Our Speakers
Sameer Peera is principal in Perficient’s national commerce practice. He is an accomplished eCommerce executive and enterprise architect with experience in delivering large scale enterprise and multi-channel solutions across various industry domains and technology platforms.
Vlad Kuznetsov is CTO and vice president of engineering at The Men’s Wearhouse, responsible for customer-facing applications, building new generation customer experience in ecommerce, mobile and in stores. Vlad has also served as vice president of engineering at Shutterfly and director of web engineering at Walmart.com
E-Commerce Evolution
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• “Synchronized incremental digital integrated dynamic e-commerce’ = Information overload!
• Ecosystem is evolving and stretching the boundaries of the traditional point-to-point interaction
• What do we do with all this information and where do we start?
Age of the Empowered Customer
This is changing the entire way products are sold sourced, and distributed
Customer expectations of service, price and delivery is soaring
Customers expect to engage with companies when and how they want
Aberdeen Group calls this ”The Source-to-Consumer Era”, which is driving the need for seamless Cross-Channel Commerce and an integrated approach to how companies take and fulfil orders on-line.
Of the consumer goods manufacturers and retail industry companies surveyed by Aberdeen Group…
We have entered the age of the Empowered Customer
Business Challenge/Priorities
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• Customer Experience– Usability– Analytics
– Quantitative & Qualitative– Search & Navigation
• Mobile– Localization and Availability
• Holistic Customer View– On-line / off-line interaction– Cross channel marketing / promo– Aggregate and leverage integrated
analytics across all touch points
95%Percentage of senior executives believe that the customer experience is the next competitive battleground
68%Percentage of customers that interact with multiple channels when researching, purchasing, or servicing a product
120 millionNumber of people who participate in social networking
What’s Next?
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• Multi-channel– Isolated channel centric
experience, silo’d• Omni-channel
– Unified customer experience across channels
– Holistic view of the customer
• Perficient Offers• Holistic Roadmap & Strategy to understand, leverage, and optimize your ‘Commerce’ solution• ‘Smarter Commerce’ solutions to integrate your cross-channel on-line and off-line data [Analytics,
Marketing, Campaign, eCommerce]• WebSphere Commerce Migration & Optimization to leverage enhanced capabilities for better customer
insight, actionable analytics, targeted promotions, mobile support, and supply chain optimization
How Men's Wearhouse is addressing commerce in the age of the informed consumer.
Agenda
About TMW E-Commerce Challenges E-Commerce Platform Selection Expected benefits Project Plan Lessons learned
TMW-
Quick Facts: 1,200 stores 2.4B Revenue Business: Apparel
Retail, Tux Rental Locations: US,
Canada Brands: Men’s
Wearhouse, KG Stores, Moores
E-Commerce Multichannel Brand Expression Revenue growth
Challenges
Low team productivity due to highly custom code: Promotions Catalog architecture Endeca search PageBuilder DOM integration Endeca SEO URLs
Weak tools for business users High software license costs Lack of modern e-Commerce features 25+ integration points
E-Commerce Platform Selection
• WebSphere Commerce – current platform– Enterprise level platform:
• Fully customizable• Rich feature set with latest version• Supports rich integration options: MQ, ETL, WS
– Existing investment in licenses– Internal expertise– Expensive– Heavy weight architecture
• ATG– Enterprise level platform very similar to WebSphere Commerce
E-Commerce Platform Selection
• Demandware – SaaS solution– Faster innovation cycle with SaaS– No infrastructure cost – but we already have it in place– Rev share model – can get expensive, especially if we start
using it as engine for store POS– Limited integration options: WS only – integration with Enterprise
can be expensive
• Magento– Open source – no license cost– Less features than other solutions– PHP
• Maintenance of large PHP application can be expensive• No internal PHP expertise
Platform decision
• Stay on WebSphere Commerce– Upgrade to the latest version 7
• Version 6 was released in 2006• Version 7 FP 5 brings e-Commerce to modern world
– Reduce customizations– Take advantage of new features of version 7– Optimize performance
Benefits
Move inside the box Customize presentation layer Stay in the box for business rules / back end / business tools
CMC SOLR Page Composer DOM integration framework Store pickup Promotions engine Catalog / Attribute management
Benefits Precision Marketing
Build personal experience with customer Need to be staffed from business side to utilize this capability Integration with Corremetrics and Unica Interact
Benefits
Multivariate testing Test your ideas before rolling out to all customers There is some overhead to build features to be supported for
multivariate testing, but framework is there
Benefits
Page Composer – integrated web CMS capabilities Reduce Engineering involvement in day to day operations, give
business users more control Framework is in place with FP5 – you can start to build Additional tools are to be released in the future FPs
Benefits Multichannel integration to support Store Pick up
Find product in local store, order to pickup Can be used as customer facing or in store sales associate
facing Missing – store view – can be built custom Requires extensive work on DOM, impacts store operations,
requires inventory accuracy
Benefits Mobile support
REST services – you still need to build mobile app Some REST services are too heavy would still need to be
transform for mobile app consumption Best for mobile web, but can also be consumed by native app Reference implementation is provided – can be a starting point Inexpensive mobile web alternatives: Mooveweb, UsableNet, etc
Benefits
WebSphere Search / SOLR Multi-select capability Type as you search Content search High performance on top of Lucene
Site Preview Preview site at any date in the future Limitation – ability to rebuild search index facets on the fly
Benefits
Build and Deploy – improved release process management
Improved Attribute Dictionary – better performance, facets management
SEO capabilities Get your site higher in natural search results Tools are there, but to achieve a significant success requires a
lot of content management: keywords selection, keywords density analysis, in bound links, etc.
Project Approach Phase 1 - Core Migration (March–June’12)
Migrate from v6 to v7 ‘as-is’. No additional features and/or interfaces will be included as part of this effort.
Phase 2 - Version 7 Re-Architecture (June–Sept’12) Determine which custom extensions can be eliminated. The identified processes would be
re-engineered to leverage functionality provided by WebSphere Commerce version 7. Real time WCM integration New Promos implementation Get ready for Phase 3: Proof of Concept for SOLR, Page Composer and Data Dictionary
Phase 3 - Version 7 Enhancements (Sept’12 – Apr’13) As part of the migration project we will identify version 7 enhancements and capabilities that
fit TMW business requirements and strategy moving forward SOLR Page Composer Attribute Dictionary Out of the box DOM integration / Multichannel support
Multiphase approach allowed to reduce risk and to better control scope
Lessons
• Get strong implementation partner• Be mindful of other integrated systems that are stateful:
you may need to create a separate environment for them• Stage migration may not be done according to
recommended approach• 32 bit vs 64 bit decision• Build strong partnership with business partners• Consider upgrade in place
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Conclusion
Sameer PeeraPrincipal, National Commerce Practice
Vlad KuznetsovCTO & VP of Engineering