optimizing the omnichannel shopping experience · the omnichannel future “be everywhere, do...
TRANSCRIPT
Optimizing the Omnichannel Shopping Experience
Virginia Lyons GVP, Website Delivery Services
macys.com
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Optimizing the Omnichannel Shopping Experience
• Who are we?
• The Holiday Challenge
• The Omnichannel Future
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Macy’s and macys.com
Macy’s 150th Video…
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Macy’s and macys.com
Macy’s, Inc. is one of the nation’s premier retailers, with fiscal 2011 sales of $26.4 billion. The company operates the Macy’s and Bloomingdale’s brands with about 840 department stores in 45 states, the District of Columbia, Guam and Puerto Rico, and the macys.com and bloomingdales.com websites. The company also operates seven Bloomingdale’s Outlet stores.
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Macy’s and macys.com
Macys.com is based in San Francisco and New York and provides the technology platform for bloomingdales.com in addition to running the macys.com ecommerce site.
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macys.com
Our Platform:
Built internally using a combination of commercial, open-source and proprietary technologies.
Service-oriented architecture, with a web services gateway used by partners.
Horizontally scalable, serving web, mobile, POS and partner traffic.
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The Holiday Challenge
Believe Video…
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The Holiday Challenge
Our peak traffic period starts every year with the Thanksgiving Day Parade and runs until the last day for holiday shipping.
Holiday Demand Growth
As demand grows each year, being prepared for Holiday becomes more important.
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MCOM Orders Per 10 Minute Increment
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Peak Traffic, Holiday 2011
Impact of stores opening @ 12AM
Impact of offer ending
Black Friday Peak 10 Min: 2,574 Orders Peak Min: 291 Orders 19.6K page views / sec 12:10 am Total: 1.1 billion page views
Cyber Monday Peak 10 Min: 3,742 Orders Peak Min: 435 Orders 24.8K page views / sec 9:25 pm Total: 1.2 billion page views
Last Day F/F Peak 10 Min: 2,193 Orders Peak Min: 271 Orders
Thanksgiving Peak 10 Min: 1,640 Orders Peak Min: 193 Orders 20K page views / sec 10:40 pm Total: 752 million page views
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Akamai Caching
Edge Page Views: 8.9 Billion Peak: 7998.2 views/sec at 11:45AM Latest: 4301 views/sec at 11:55PM
Site Content Accelerated, in Mbits per Second Total bandwidth includes edge, midgress, and origin traffic. Total Volume: 95.1 TB
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Akamai Caching
Peak: 801.85 MBits/sec at 09:20PM Latest: 502.04 MBits/sec at 11:55PM
Total Volume % Volume Edge Traffic 73.5 TB 77.3% Midgress Traffic 12.1 TB 12.8% Origin Traffic 9.5 TB 9.9% Origin Bandwidth Offload 87.1% of bytes offloaded to Akamai
The Akamai Solution Family
Broadcast Video
Software Distribution
Web Security
Operator CDN
Custom Networks
Application Performance
Cloud Performance
Site Performance
Mobile Performance
Advertising Decisions
Akamai Intelligent PlatformTM
Web security so you can innovate
fearlessly
Optimize and mobilize to grow
revenues
Engage your audience globally
and at scale
Monetize your network and control
costs
Gain business agility
by leveraging cloud
Unprecedented visibility, control and collaboration
Service & Support from Internet Experts
Akamai Security
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The Omnichannel Future
Manifesto Video…
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The Omnichannel Future
“Be Everywhere, Do Everything, and Never Forget to Astonish the Customer.” – Margaret Getchell
In 1866, Margaret Getchell was promoted to a senior executive position at Macy’s, becoming the first women in such a role at a major retailer.
Fun Fact
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The Omnichannel Future
To meet our customers’ expectations in the Omnichannel world, our user experience must be optimized for:
- multiple platforms - multiple networks - multiple contexts
The Omnichannel Future
To do this, we’ll need to be very good at: - knowing what kind of device she’s using - knowing what kind of network speed she
has available to use - knowing enough about what she’s doing
to offer a relevant experience
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The Omnichannel Future
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Thank You
Questions?