How to deliver a standout customer experienceWith July 25, 2017

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Today’s Speakers

Kathy Kimple

FitForCommerceSVP and Sr. Consultant

Mara Seigerman

FitForCommerceSr. Consultant

MEET TODAY’S SPEAKERS

Nate Barad

SitecoreSr. Director, Product Marketing

Thadd Tucker

Pet Supplies PlusEcommerce Director

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• The Power Duo: Content and Commerce

• Putting Theory Into Practice

• In Practice: Pet Supplies Plus

• About FitForCommerce and Sitecore

• Q&A

WHAT WE’LL COVER

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QUICK POLLHow important is digital content (audience-focused

information) in your commerce strategy?

1. Not important

2. Somewhat important

3. Very Important

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DELIVERING TRULY VALUABLE EXPERIENCES

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THERE’S A NEW POWER DUO IN TOWN

Content Commerce

+

7

of B2C marketers consider their

organization's overall approach to

content marketing much more or

somewhat more successful than

one year ago

Source: Forbes 2017

63%

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of B2C marketers expect

their content marketing

budget to increase in the

next 12 months

42%

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ENHANCEMENTS TO

PRODUCT CONTENT

TOPS RETAILER

PRIORITIES

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CONTEXTUAL CONTENT DRIVES PURCHASE

BUT IT and digital marketers face challenges when combining content and commerce*

*Sitecore-sponsored Vanson Bourne research, July/Aug 2016

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WHY CONTENT AND COMMERCE?

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KNOW YOUR CUSTOMER

Nurse

Runner

Female 26 years

Single

No kids

Lives in NYC

$86k

Frequent

shopper

Called CS

Likes on FB

Follows on Twitter

Last purchase

shoes

Profile data: Demographic data about the customer

such as age, gender, occupation, income etc

Historical data: Browsing history, transactions, marketing

response, customer service interaction

Situational data: Geographic location, device and

browser usage

Behavioral data: Customer interests, lifestyle,

attitudes, opinions

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Searches for car seat compatibility

Reads about auto loan options

Reads reviews about minivan

Checks social channels

UNDERSTAND HER INTENT AND NEEDS

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PUT HER FIRST

CUSTOMERS FIRSTCOMPANY FIRST

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UNDERSTAND THE CONTEXT

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MEET

SHOPPERS

WHEREVER

THEY ARE IN

THE PURCHASE

CYCLE

• Provide the right mix of content and

commerce for each stage

• Deliver seamless, consistent, high-

fidelity content across touchpoints

• Personalize the experience

A great experience will:

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PUTTING THEORY INTO PRACTICE

SKUWHO +

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MATCHING THE “WHO” AND THE SKU

Connected ProductInformation

Personalized Merchandising

Connected CustomerInformation

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Native Personalization

Testing & Optimization

AutomationOne Connected

Platform

Sitecore Commerce

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WHAT’S NEEDED

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GET STARTED ON THE RIGHT PATH

Develop and share the customer strategy

Assess your organization’s digital maturity

Align business and IT

Establish a content/commerce team

Choose a forward-thinking partner

Adopt an ecommerce platform that will support a new approach

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ASSESS YOUR ORGANIZATION’S DIGITAL MATURITY

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THE CONTENT AND COMMERCE PLATFORM

Enterprise Content Power …• Robust, scalable

• Multi-lingual, multisite

• A/B and multivariate testing

• In-session & dynamic personalization

• Display-agnostic, e.g., separates

content from presentation

… natively integrated with

Enterprise Commerce• Pricing and promotion engine

• Order and catalog management

• Profile manager

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BUILD A

FOUNDATION WITH

PERSONA-DRIVEN

CONTENT

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Kwantum has seen an

increase of 25% visitors

online and offline, as well

as significant revenue

growth and lower IT costs

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USE DIGITAL TO ENHANCE ALL CHANNELS

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CONTEXT ON FIRST EXPERIENCE

Toshiba Australia

helps customers

navigate transitions,

not just sell printers

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FROM THE FRONTLINES

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• First Location in 1988

• 400+ Locations Today

• #1 in Entrepreneur Magazine for Pet Category

• Began with Sitecore Commerce on Feb 28, 2017

• Currently have online catalog with inventory and pricing

by store, some personalized content, and a store locator

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GOAL

Create a seamless omni-

channel experience where our

neighbors (i.e. customers) can

learn how to be better pet

parents and we make it easier

for them to get better products

for their pets online or in their

neighborhood store

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CHALLENGES

• Challenges targeting personas

digitally?

• Challenges creating or delivering the

content within the online catalogue?

• What challenges arose with other

teams & departments prioritizing

digital?

• What challenges existed with other

systems?

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SOLUTION

• Identify & Personalize

• Content Beyond Catalog

• Deliver multi-channel

capabilities

• Flexible system built for

integration

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ARE YOU READY?

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Thank you!

FitForCommerce | marketing@fitforcommerce.com

Sitecore | https://sitecore.com

S I G N U P WHITEPAPER

PROVEN PRACTICES FOR STRATEGICALLY BLENDING

CONTENT AND COMMERCE

http://www.fitforcommerce.com/items/white

paper-contentandcommerce/

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FitForCommerceSpecialized consultancy founded to help businesses accelerate growth by leveraging digital.

Trusted advisor to hundreds of retailers.

Digital Diligence™Our philosophy and methodology based on an investment and due diligence mindset for decision-making to ensure success.

We are the help.

Curated digital innovation tracking and applied market advice to businesses in a CDO-on-demand service.

Benchmarking ofTop 120 Retailers for Web, Mobile, Storecapabilities.

NRF-FFC

OMNICHANNEL

RETAIL INDEX

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TRUSTED ADVISOR TO OVER 400 BRANDS

3737

Sitecore is a customer experience

management company that provides web

content management and multichannel

marketing automation software.

FOR DISCUSSION PURPOSES ONLY. Sitecore Confidential and Proprietary. © 2016 Sitecore Corporation A/S. All rights

reserved. Sitecore® and Own the Experience®

are registered trademarks of SitecoreCorporation A/S. All other brand and product

names are the property of their respective owners.