ibm amplify session 1628 carhartt's succesful b2c implementation
TRANSCRIPT
Carhartt’s Successful B2C
Implementation on IBM iSeries
Session 1628
2
Session Agenda
• Welcome to the Session (Introductions and Agenda
Review)
• About Carhartt
• Carhatt.com Vision and Objectives
• Why Redesign & Upgrade
• Demonstration of Carhartt.com
• Solution Overview
• Architecture Overview
• Challenges and Lessons Learned
• Results
• Next Steps
• Questions?
3
4
5
6
7
8
9
2015 Carhartt Force® TV Commercial.mp4
Carhartt.com - About
10
Provide a best-in-class, personalized online experience for hard-working
consumers seeking to learn about and buy Carhartt.
1. Serve and protect the consumer
2. Personalize interactions to create relevant experiences
3. Best in class
4. Build the brand
Carhartt.com Vision
Objectives
11
Why Redesign & Upgrade
• Improve Customer Experience
– Easily find product with improved search and browse
– Confidently present the right fit based on rich business intelligence
– Better site merchandising and checkout flow to aid the purchase decision
• Better educate the consumer
– Find the right product with product comparison feature
– Compellingly communicate the function with visual product descriptions
– Explain the Carhartt Difference & technology with rich content pages
• Create an emotional connection with the consumer– Engage the consumer and highlight their stories by integrating social on site
– Personalize the experience with relevant products and experiences
• Help the consumer discover or find Carhartt
– Consumers will more easily discover Carhartt and find new products on Google,
Yahoo, etc. with a search engine optimized website
12
Carhartt.com Redesign/Upgrade
• Upgraded to latest Websphere Commerce release V6 FP2 to V7 FP7
– Management center
– Robust promotional and marketing capabilities
– SOLR integration
• Esite Model
– Shared product catalog, shared assets, shared code
– True Canadian site with Canadian pricing and currency, sets stage for multi-
lingual in the future
– Sets stage for future expansions
• Increase reach to mobile users
– Responsive design across devices
• Desktops
• Tablets
• Smartphones
• Empowering Marketing to manage the site
– Dynamic creation and management of site navigation menu and static content
pages with out programming changes or code drops
– Business has more flexibility and control of site
13
Carhartt.com Redesign/Upgrade
• Empowering Marketing to manage the site• Page Composer Templates with Recipes to improve business user content
setup effectiveness and turnaround
• More Robust Infrastructure & Change Control
– New source code control
– Build and deployment server replaces manual process
– True staging environment with production propagation
• Business works & verifies on staging
• Daily batch propagation directly to production
– High availability and redundancy
• No outage needed for code deploy
• Load balancing to improve performance
• 3 Product & 1 Staging JVMs
– Eliminated single point of failure
– Instant fail-over to other two while fixing issues13
14
Carhartt.com Demonstration
• Demo of Carhartt.com Site Key
Features
14
15
Carhartt.com Solution Overview
15
16
17
Challenges and Lessons Learned
• Challenges
• iSeries platform (most WebSphere Commerce implementations
are on Linux, AIX)
• Installation and Configuration Differences
• Overcome by working closely with the Carhartt iSeries and IBM
Teams
• Responsive Design (single set of code to render against multiple
devices) – Overcome by using the Foundation Class Library and
acquiring the most prevalent devices to test against during the
Unit and Full testing phases.
• Early adopter of Feature Pack 7 (helped make Fixpack 8 really
good.)
• Page Composer Customization Learning Curve – overcome by
developing reusable recipes.
18
Results
• Increased Conversion & AOV
• User satisfaction is trending up (Foresee)
• Business Users “Love that they can maintain the site easily”– Marketing has the ability to tell the story the way they want without limitations through the
use of page composure.
– Ability to preview content, promotions, new products, changes before they launched in
Staging/Preview.
– Expanded promotion offer capabilities built into the WSC Platform
– The replacement of Endeca Search with Commerce Search and its tight integration with the
WSC engine for search result rankings, sequencing, product compare and in place
contextual based merchandising.
• Ability to deploy code drops without affecting site availability due to high
availability and totally redundant environment.
• IT Developer Team – Love that they don’t have to maintain the site from a content perspective
– Can concentrate on the important things i.e. Enhancements, Next Steps
19
Next Steps
• True Canadian site with Canadian pricing & currency
• Migration of B2B Site to the same platform
• Build a re-usable Product Customization capability
• Migration of EMEA (Europe) Site to the same platform
20
QUESTIONS?
20
21
GET SOCIAL WITH PERFICIENT
& WIN A SELFIE STICK
Take a selfie in Gold Plus Booth in the Expo, in one of our sessions, or with any Perficient colleague.
Post at #ibmamplify and tag @Perficient_IBM
You’ll be entered to win one of 50 hot new Selfie Sticks!
22
MUST ATTEND SESSIONS!
Session ID
Title Date Time Location
1341
Urban Outfitters - Delivering a Unified Superior Client Experience with IBM Sterling Solution. Speaker(s): Pawan Kumar Gupta (Perficient); Jas Singh (Urban Outfitters)
Tuesday, May 12
4:45 PM -5:45 PM
Room 29D
1544
IBM WebSphere Commerce FEP8—B2B Starter Store Workshop. Speaker(s): Pat Garcia (Perficient)
Wednesday, May 13
08:30 AM -09:30 AM
Room 30D
1628Carhartt's successful B2C implementation on iSeries. Speaker(s): Greg Schaller (Perficient); Gretchen Crockford (Carhartt)
Wednesday, May 13
11:30 AM -12:30 PM
Room 23C
1330
How Varsity Spirit achieved a 100% Adoption Rate Internally & Transformed Their Business. Speaker(s): Greg Schaller (Perficient); Shannon Ahern (Varsity Spirit Fashion)
Wednesday, May 13
04:30 PM -05:30 PM
Room 30B
23
Speaker info here:
Name Gretchen Crockford
Title
Company Carhartt
Email [email protected]
Speaker info here:
Name Greg Schaller
Title Managing Director – IBM
Smarter Commerce
Company Perficient
Email [email protected]
CONTACTS
Your Strategic Partner for Commerce