jill finger gibson: bringing e-commerce into the experience
TRANSCRIPT
Jill Finger Gibson J Boye Philadelphia May 5, 2016
Bringing Your Content and Commerce Together
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Why?
Customer experience is …
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A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company.
The failure of a single interaction threatens a customer’s entire perception of a brand.
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The interactions are multiplying and increasing in complexity
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Click and collect …
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Free delivery and returns …
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Proliferating payment methods
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The customer journey begins with content.
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The product search begins online
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1%
2%
2%
4%
14%
26%
49%
0% 10% 20% 30% 40% 50% 60%
Catalogue/magazine
Go to a retailer or brand's app
Go to an online aucFon plaGorm (e.g. eBay)
Go to a social media site (e.g. Facebook)
Go to the physical store
Go directly to a retailer's or brand's website
Go to a search engine (e.g. Google)
Source: PWC Total Retail V Survey, October 2014
N = 1011 (US)
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“InvesFng in content is key for retailers who want to beat Amazon…when consumers search for products.” -‐ Senior Managing Director, Accenture
But the worlds of content and commerce in many ways remain separate.
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Some integration is underway § Vendor partnerships and M&A § Service providers expanding competencies
through new hires and acquiring/merging complementary peers
§ Companies being proactive about reaching across divisional boundaries
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A few examples
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Fender Guitars (US)
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§ Had multiple systems (3 ERP, B2B & B2C platforms), manual processes, 250k+ products with over 100 attributes, multiple channels, varying requirements across geographies
§ Installed PIM/MDM solution to provide single repository for product images, information
§ Now rolled out in NA, Europe, Japan
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hap://shop.fender.com/en-‐US/electric-‐guitars/stratocaster-‐feature/
WeChat (China) § 670mn users, 200n card connected
accounts § Easy for merchants to set up a branded
WeChat page § Offers in-app purchases
– Under Armour has leveraged to have store within the app - pulls from .cn site
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Compare this experience….
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… with this one
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“Shoppable” Content
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“Buyable” pins in Pinterest
Swipe right to purchase in Snapchat
Getting started
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Product information: a content and commerce bridge § Area where content can really add value § Brands need help differentiating from
competition: there is the basic description, and there are enhancements
§ Direct-to-consumer trend is making this more important
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Issues to consider § Integration with BI & analytics platforms § Integration with legacy systems § Diversity/complexity of product catalogue § Affordable scalability § Personalization § Mobility
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A few recommendations § Learn the basics of Commerceland’s language and culture
(or vice versa) § DON’T start with the technology – start with the customers
and how you want to serve them § Gather requirements from all stake holders across
divisions. Make sure your view is not just based on your division’s priorities, but those of your overall organization
§ Secure buy-in and sponsorship from a top executive to overcome divisional silos
§ Engage a service provider to fill competency gaps, get outside perspective, provide training
§ Build in milestones for quick wins which will demonstrate value
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