1. 2 improving the guest experience @home and on-the-go with oracle commerce
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Improving the Guest Experience@Home and On-the-Go with Oracle
Commerce
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o Founded in 1990
o A beauty superstore
o The largest US beauty retailer that provides one-stop shopping for prestige, mass and salon products and salon services
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715 stores across the
US
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Over 20,000 beauty products…
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…and a Salon in every store
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Over 13 million active members
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Members love our catalogs, coupons, and rewards
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We communicate with members
across many channels
Guest Services
Mobile
Direct Mail
Online
Point of Sale
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Our challenge?
Ensure CONSISTENT, RELEVANTguest experienceacross channels
ShowcaseBREADTH of product
BALANCE promotionalopportunities
with new product launches
Enable AGILITYBusiness Flexibility
INTEGRATESearch / navigation
GROWDigital channel
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2012 2013 2014 2015
Upgrade ATG Version 9.4
Upgrade DB 11g, RAC
Remove Blueprint Code
Introduce Content Delivery Network
Upgrade ATG Version 10.1.2
Implement Endeca Search
Responsive Design
Re-launch ulta.com
Enable guest mobility
Upgrade ATG Version 11
Implement Endeca Experience Manager
Launch Editorial Content
Social Integration
Upgrade ATG Version ?
Implement WebCenter Sites
Personalization
Omnichannel
Our Journey
Our Plan – Upgrade to Latest Versionso Maintain upgrade cadence to integrate latest version
Improve performance, scalability and reliability
Eliminate major transitions by taking incremental steps
Less reliance on antiquated foundation and custom code
Leverage out of the box capabilities to focus on targeted offers / products
Implement out of the box promotional stacking and strategies
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o Redesign ulta.com’s Guest Experience using identified Guiding Principles:
Make it easy for her to explore or shop wherever she is
Create a consistent, responsive experience regardless of where or from which device they are shopping
Deliver content to her at the moments that matter
Balance promotions and the ability to showcase new or popular products
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Our Plan – Redesign the Website
o Redesign ulta.com’s Guest Experience using identified Guiding Principles:
Increase interaction with the site, shifting from a purely transactional experience to more of a shopping destination
Layer in a personalized experience for the guest, showing products and information relevant to them
Highlight In-store services and Omni-Channel Integration ( store inventory)
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Our Plan – Redesign the Website
o Replace 3rd party search platform with integrated functionality of Endeca
Drive consistency and relevant search results
Allow guided navigation refinements and introduction of metadata
Synchronize with promotional activity to display accurate results
Improve SEO with thoughtfully constructed urls
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Our Plan – Endeca Search
o User Experience template design for maximum business flexibility
Remove reliance on IT for user experience changes, reducing time to minutes from weeks
Develop reusable cartridges that enable new merchandising capabilities
Improve creative flexibility for imagery, messaging and overall site design
Create standard brand focused experiences that allow brands to showcase their assortment and refresh content, as needed
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Our Plan – Experience Manager / Content
Homepage – Ease of updatingo Easy to understand terms make updating and placing of page slots a
straight-forward process
Homepage – Ease of updatingo Integrated imagery makes selection quicker
Homepage – BCC integrationo Managing content is also integrated into the BCC
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Live Site Demo
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Functionality
Services
Technology Enablers
Foundation
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Questions
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Thank you.