bridging the gap between content and commerce€¦ · 02/10/2014 · what gap? bridging the gap...
TRANSCRIPT
©2014 Competitive Computing, Inc. All Rights Reserved.
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Content Commerce
Be Competitive with Technology
Bridging the Gap Between
Content and Commerce
©2014 Competitive Computing, Inc. All Rights Reserved.
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The “Other” eCommerce
Web eCommerce Electronic Data Interchange
Marketing & Sales
Interactive
Massive Hype
Supply Chain
Batch
Quiet Heavy Lifting
But…….
Radical re-thinking of business processes
Absolutely dependent on application integration
Redefine the role if IT in the organization
Business first, technology second
©2014 Competitive Computing, Inc. All Rights Reserved.
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Competitive Computing
Company Profile
Founded: 1993
Privately held ~ Original Founders
Based in Vermont
o Staff of 85
o U.S. Based Consultancy
Strategic Focus
Digital Strategy
Enterprise eCommerce & CMS
Complex Systems Integration
Microsoft Gold Partner / .Net
©2014 Competitive Computing, Inc. All Rights Reserved.
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“Connected Customer”
eCommerce Maturity
First
Commerce
Site (1996)
“Online Catalog” “Integrated Business”
• Simple B2C eCommerce Sites
• Simple Brochure Brand Site
• Green-Screen B2B Systems
• Stand Alone Call Center
Interfaces
• Sophisticated / Interactive B2C
• Integrated Brand / Social Sites
• Integrated B2B
• Integrated Call Center Interfaces
• Fully Integrated / 360 Experience
• Multi-Channel ~ Online /
Offline
• B2C / B2B ~ Common Platform
• Multi-Device ~ Mobile /
Tablet
• Content / eCommerce
Integration
• Global / International Integration
©2014 Competitive Computing, Inc. All Rights Reserved.
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What Gap?
Bridging the Gap between Content and Commerce
Commerce Content
Marketing & Brand
Management
• Educate and connect
with customers
• Unstructured content
• Fast, flexible web
publishing
• Content Management
Systems (CMS)
Sales & eCommerce
• Merchandising &
promotion
• Structured catalog
data
• ERP-like reliability,
security &
deployment
constraints
• eCommerce
systems
©2014 Competitive Computing, Inc. All Rights Reserved.
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Content Management System
• Content authoring, workflow & approval
• Personalization
• Multi-device presentation management
• Social media management
• Analytics & reporting
eCommerce System
• Catalog / PIM
• Promotions
• Cart & checkout
• Payments / taxes
• Inventory / Fulfillment
• Order management
©2014 Competitive Computing, Inc. All Rights Reserved.
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Bridging the Gap between Content and Commerce
Commerce Content
Explore
Buy
Engage
Discover Customer
©2014 Competitive Computing, Inc. All Rights Reserved.
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Bridging The Gap
• Consistent experience across all stages of the Customer lifecycle
User Experience
• Technology is improving fast
• Implementation strategy Technology
• Business first, then technology
• Cross functional Business &
Organization
©2014 Competitive Computing, Inc. All Rights Reserved.
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User Experience
Fe
atu
res/
Fu
nc
tio
ns
Basic &
Reliable
Advanced
eCommerce
Rich Brand
sites Online
Catalog
Web
Brochure
Explore
Buy
Engage
Discover Customer
©2014 Competitive Computing, Inc. All Rights Reserved.
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Personalized Content – everything
customers want and nothing more. • Location
• Time of day • Browsing behavior
• Buying History
Mobile first design • 2015 tipping point
• Minimalist design
©2014 Competitive Computing, Inc. All Rights Reserved.
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Develop a strong business case
• Brand
• Customers
• Revenue (Visitors X Conversion X Average Order Value)
• Competitive threats
Plan for organization change
• Marketing
• Sales/Merchandising
• eCommerce
• Information Technology
Cultivate continuous improvement
• Business first, then technology
• Cross functional
Business & Organization
©2014 Competitive Computing, Inc. All Rights Reserved.
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Content-First Architecture
Integrated Technology
Sitecore • CommerceServer.net
• Znode
• Insite Software
EPiSever Commerce (Media Chase)
Hybris
Mozu
©2014 Competitive Computing, Inc. All Rights Reserved.
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Phased Implementation
Technical
Business
Analytics/optimization
Measure & manage to
strategic goals
Select CMS
Organize/migrate
existing content
Develop
personas & new
content
Select/integrate
ecommerce
©2014 Competitive Computing, Inc. All Rights Reserved.
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Bridging The Gap
• Consistent experience across all stages of the Customer lifecycle
User Experience
• Technology is improving fast
• Implementation strategy Technology
• Business first, then technology
• Cross functional Business &
Organization
©2014 Competitive Computing, Inc. All Rights Reserved.
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Questions??
Connect with us!
Jeff Pratt
eBusiness Practice Manager
Phone: 802-764-1733
Email: [email protected]
Website: www.Competitive.com