#MITXECS - Crawl, Walk, Run: How to Plan for & Execute eCommerce in Your Omnichannel Marketing Strategy
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The document discusses the importance of integrating ecommerce into omnichannel marketing strategies to enhance customer experience. It highlights market trends indicating a shift towards digital and the need for cohesive digital customer experiences amidst technology evolution. It also outlines guiding principles for ecommerce maturity, showcasing industry examples, and emphasizing a connected user experience.
#MITXECS - Crawl, Walk, Run: How to Plan for & Execute eCommerce in Your Omnichannel Marketing Strategy
- 2. CRAWL, WALK, RUN: HOW TO PLAN FOR & EXECUTE ECOMMERCE IN YOUR OMNICHANNEL MARKETING STRATEGY Sean Rusinko @SeanRus SVP, Digital Strategy Verndale Sponsored by:
- 3. INTRODUCTIONS About me and the company I work for
- 4. Who is this guy? • Sean Rusinko • Head of Digital Strategy at Verndale • Passionate about Experience Technology & Marketing Transformation • @seanrus • @verndaletweets
- 5. What is experience technology?
- 6. What we’ll cover today 1. Market Trends 2. eCommerce Maturity Examples 3. Guiding Principles for eCommerce Transformation 4. Q&A
- 7. MARKET TRENDS User behavior, technology evolution & marketing innovation
- 8. A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers. We’ve entered the age of the customer
- 9. Once, Technology Favored Companies; Now, It Empowers Customers The Customer Experience (CX) Should Be at the Center of Your Digital Marketing Strategy Technology has tipped the balance
- 10. + = A decade ago, it was much simpler
- 11. Path-to-purchase needs to be a connected experience Throughout each phase in the journey, users expect a connected experience at every touchpoint & on every device
- 12. Retail store foot traffic down, but are sales up Increasing online research during the path-to- purchase has decreased brick-and-mortar traffic while ecommerce sales increase and new retail stores open
- 13. Companies are competing for empowered customers
- 14. CONTENT AUTHOR WCM PRODUCT MGR COMMERCE Disconnected experience THE MARKETER’S STRUGGLE BETWEEN WCM AND COMMERCE "Companies need cohesive digital customer experiences, but marketing and Commerce groups often operate in silos with differing objectives, which leads them to buy and operate independent solutions for brand content and transactions. The end result? A fragmented, confusing and poorly integrated digital presence.”
- 15. OMNI-CHANNEL INTEGRATION A TOP MANDATE 2015 Technology investment priorities
- 16. Forrester estimates a 12% compound annual growth rate and overall 75% growth in platform spending by the end of the decade. Spending on commerce platforms to reach $2.1B
- 17. INTEGRATED WCM AND COMMERCE FOR A UNIFIED USER EXPERIENCE Technology going forward
- 19. THE PROMISE OF XM • Leverage cross-channel data for targeted content • Personalized experiences across touchpoints and journey phases • Scalable platform for sustainable investment Connecting the experience through CXM
- 20. c How the modern day commerce experience is powered
- 21. MULTIPLE OPTIONS RANGING IN USER EXPERIENCE CONSISTENCY Content & Commerce integration approaches
- 22. CXM-commerce options present different customer experience & cost-to-implement scenarios: STANDALONE: Separate content and commerce systems creating a disjointed path-to-purchase along with the added costs to maintain two separate systems. CAPTIVE: Content, Product and Analytics mostly sit together allowing for a connected experience at a lower price point. INTEGRATED: Content, Product and Analytics are managed in one place, which allow for a fully connected experience, but currently are difficult to scale to the enterprise. CONNECTED: Best-of-breed content and commerce systems are closely integrated allowing for a fully connected enterprise-worthy CXM strategy.
- 24. Digital marketing maturity: interested
- 27. IN-INDUSTRY EXAMPLES Current state and quick win examples
- 28. Three path-to-purchase user scenarios
- 29. Take me there example: Velcro
- 30. 30
- 31. VELCRO’S CHALLENGE Build and introduce a new connected user experience that would allow Velcro to sell direct to consumer through its own ecosystem and Amazon fulfillment API. Velcro
- 32. Velcro THE SOLUTION • Intuitive UI re-think to allow for efficient product configuration • Responsive design to support mobile commerce • CXM-Active Commerce with a number of customizations including Amazon fulfillment services API
- 33. Let me try it out example: Zildjian
- 34. • • • • • Digital is the highest ROI channel in their marketing mix
- 35. • • • • •
- 36. Commerce execution through shopatron
- 37. Wizard it for me example: Carmax COPYRIGHT 2015 37
- 38. Carmax
- 39. GUIDING PRINCIPLES Keep these top-of-mind when you’re planning
- 40. Customer expects connected experience
- 41. Approach maturity with crawl, walk, run COMMERCE MATURITY: ATTRACT Pre-commerce, catalog website with basic demand generation and analytics COMMERCE MATURITY: CONVERT Content & commerce begins to blend, testing and automation convert & nurture users COMMERCE MATURITY: ADVOCATE Fully integrated content & commerce with personalized automation across every phase and channel throughout the journey
- 42. Design modularly across the path-to-purchase CONTENT: Persona Mapping, Modular Design for Personalization & Reuse CUSTOMERS: Audience Segments & Journey Phases EXPERIENCE MARKETING: Omnichannel Personalization, Optimization & Automation
- 43. Build the technology foundation
- 45. Q&A Let’s keep the dialogue going