crossview & coremedia experiential commerce survey webinar
TRANSCRIPT
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Introduction to the WebinarPlease submit any questions during the webinar through the question window
Glenn ConradtVice President, Global
MarketingCoreMedia
Michael von BodungenExecutive Vice President of
Technical DeliveryCrossView
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5 December 2014
Agenda• Experiential Commerce Survey Results 7
min.• Lessons from the Field and Best Practices 8 min.• Questions 5 min.
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It is no longer enough to enable an online catalog and transactional eCommerce: Today's marketers want to tell brand and product stories through the deep personalization and contextualization of content and interactive digital experiences.
Content And Commerce: The Odd Couple Or The Power Couple?Peter Sheldon and Stephen Powers
Forrester Research, Inc.November 19, 2013
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3 Key Findings
Growing focus on experiential commerce1Drivers center around revenue and customer perceptions2Many challenges to adoption3
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Change in knowledgeand approach
Technology changes are required
Recommendations
Align marketing and e-Commerce goals by mapping out the buyer’s journey across all touchpoints, and identifying “moments of truth” that will guarantee “positive action”.
Start small by implementing change incrementally, apply measurement and optimization techniques to map progress.
Enhance team skills in content marketing, personas development and analytics through cross-training and attracting experienced new hires
Review existing technology assets to understand if the current experiential tools are inadequate or under-utilized.
Ensure experiential tools can be easily used by business users to reduce dependence on IT or external resources.
Invest in technologies that ensure ease of integration, agility and empowered business users.
Partner with system integrators or digital agencies with experience in delivering successful e-Commerce and content management solutions.
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Experiential Commerce Maturity Steps to a Converged Content + Commerce Model
Org
aniz
ation
al M
atur
ity
CUSTOMER FOCUS
CONVERSIONFOCUS
User ExperienceTRANSACTIONAL EXPERIENTIAL
• Multi-touchpoint
• Global/multi-s
ite
• Brand/content
• Catalog-based
• Price-centric
• Brand exclusion
• Bridge on/offline
• Multi-channel
• Dual experience
• Immersive content
• Visually engaging
• Content “widgets”
ONLINE STORE
SILOED STORE AND BRAND
SITES
DIGITAL EXPERIENCE
HUB
EXPERIENCE-ENHANCED
STORE
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The 4th Integration ApproachBlended Hybrid Delivery
API’sWidget
Session Handling
① Side-by-Side
② e-Commerce-Led
③ Content-Led
e-Commerce-Led Content-LedBlended
REST
e-Commerce Content
Contente-Commerce
e-Commerce Content
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Crawl walk run journey Ensure workflow and approvals as check
points allowing you to avoid pushing out to production when not ready
Leverage tracking and analytics to define ROI
The power of one: Identifying the right system integrator Ensure a blend of UX and technology
expertise Understands the underlying
technology RISK: Engaging an agency that
doesn’t understand your platform Understands business user
requirements Understands your brand
Experiential CommercePutting It All Together
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Many thanks for joining us today!The Experiential Commerce Survey Report will be distributed to all attendees.
Michael von [email protected]
Glenn [email protected]