how to build a healthy content and e-commerce relationships

© CoreMedia | 28 May 2014 | 1 www.coremedia.com

The Perfect Match How to Build a Healthy Content and Commerce Relationship

www.coremedia.com

© CoreMedia | 28 May 2014 | 2 www.coremedia.com 2

The Age Of The Customer Redefining How Business is Won

Source: October 10, 2013 “Competitive Strategy In The Age Of The Customer.” Forrester Research, Inc.


Empowered Consumers and the Global, 24/7 Shopping Experience

New consumer touch points: mobile, tablets, in-store kiosks

Content and community = the social shopping experience

New competitors = “the discount death match”

Explosion of consumer data


Online Customer Experience Siloed Interactions Confuse and Disrupt Experiences

Online Store

Social

Mobile

Brand Site

Customer Service


Online Customer Experience Unified Experiences Build Brand Equity and Revenue


Siloed Organizations – Siloed Experiences

Marketing Build brands

“One-and-Done”

Digital Marketing

Unstructured Content

Create Impact

Experiences

Consumers Mixed Messages

e-Commerce Drive sales

Repeatable Solutions

Web Stores

Improve ROI

Unstructured Content

Transactions


Transactional Commerce The Mechanics Of Shopper Interactions

Focus on …

Site Performance

Process Improvements

Pricing Optimization

Product Availability

Order Fulfillment

Promotions

Calls-to-Action

Recommendations

User Ratings

Etc.

Transactional Commerce



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

Experiential Commerce Emotional Connections That Delight, Inspire & Inform

Experiential Commerce


“As humans, we love to look at the process, the story, and love learning about the craftsmanship and ingredients. These elements are missing with most e-commerce. It’s an emotional part of humanity that should be captured online.”

Shauna Mei | Founder and CEO, AHAlife.com


8 Keys to Building Healthy Content and Commerce Relationships

① Blend real-time product data with inspirational content

② Creative control over layout, style and navigation

③ Deepen the experience with rich media

④ Personalize the experience with relevant content

⑤ Build community and loyalty with social media

⑥ Expand engagement and improve SEO

⑦ Intuitive, information-based design environment

⑧ Incremental innovation


“You Complete Me” Blend Real-Time Product Data with Inspirational Content

Blend branded content with real-time product information

Blended search

“Frictionless” commerce experiences

Product-aligned storytelling


“Stuck In A Rut?” Creative Control Over Layout, Style and Navigation

Complete control over look and feel

Flexible, modular free-form layouts

Pre-defined design elements

Responsive and adaptive


“Put a Ring On It” Deepen the Experience with Rich Media

Edit, manage, & integrate rich media such as video, audio, and images

Support a wide variety of document types

Access content from multiple sources


“Made For Each Other” Personalize The Experience With Relevant Content

Full range of advanced personalization scenarios

Based on user profile, cart contents, past purchases, social activity, etc.

Consistent experiences


“More Than Friends” Build Community and Loyalty with Social Media

Social media integration

Social sharing

Ratings, comments, discussions

User contributed content

Social moderation


“Searching For True Love” Improve SEO And Deepen Engagement from Earned Media

Augment store with high value search engine readable content

Drive traffic from earned media

Tag content and generate dynamic pages


“Rekindle the Spark” Intuitive Information-Based Design Environment

Information-based, not page-based

Real-time, responsive previews

Access to internal and external content

Multi-site publishing

Collaboration


“Nothing like Feeling Secure” Incremental Innovation

“Grow-as-you-go” approach

Predictable results and reduced risk

Support for multiple integration approaches


Experiential Commerce Maturity Model Steps to a Converged Content + Commerce Model

Org

an

iza

tio

na

l M

atu

rit

y

CUSTOMER FOCUS

CONVERSION FOCUS

User Experience TRANSACTIONAL EXPERIENTAL

ONLINE STORE

SILOED STORE AND BRAND

SITES

DIGITAL EXPERIENCE

HUB

EXPERIENCE-ENHANCED

STORE


The Results

Increased visitor traffic and engagement

Greater brand awareness and consistency

Improved SEO and higher traffic from earned media

Higher conversion rates and revenue

Improved customer loyalty


Experiential Commerce

Visual Engagement

Immersive Content

Incremental Innovation

In

-sto

re D

isco

very

Search

Op

timiz

atio

n

Empowering e-Commerce and Marketing Professionals to Incrementally Transform Their Online Stores with Visually Engaging Experiences and Immersive Content


API’s

Widget

Session Handling

The 4th Integration Approach Blended Hybrid Delivery

① Side-by-Side

② e-Commerce-Led

③ Content-Led

e-Commerce-Led Content-Led Blended

REST

e-Commerce Content

Content e-Commerce

e-Commerce Content


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© CoreMedia | 28 May 2014 www.coremedia.com

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