Case Study: How a Scalable E -Commerce Platform … a Scalable B2B E -Commerce Platform Supports...

Case Study: How a Scalable E-Commerce Platform Supports Growth

Featuring: Steve Miller, Xcentium;

Randy Higgins, Insite Software

Moderated by: Jenel Stelton-Holtmeier, Modern Distribution Management

July 23, 2015

Sponsored by:

• Introduction – Jenel Stelton-Holtmeier • Presentation – Steve Miller and Randy Higgins • Q&A – All

Agenda

How a Scalable B2B E-Commerce Platform Supports Growth

Webinar: How a Scalable B2B E-Commerce Platform Supports Growth

Randy Higgins Vice President, Customer Growth Services at Insite Software

Steve Miller Co-founder and partner at XCentium

SPEAKERS:

How a Scalable B2B E-Commerce Platform Supports Growth 3

Welcome!

Steve Miller Co-founder and partner at XCentium

Randy Higgins VP, Customer Growth Services at Insite Software


The Need


Nerium International Nerium International is a high growth Dallas based skin-care company producing age-defying skin products.

• Presence in USA, Canada and Mexico

• Rapid international expansion

• Existing platform did not support scalability or speed to market required for business plans

• Sitecore Experience Platform and Insite Commerce selected as core platforms to enhance and integrate to the existing Nerium technical architecture

• The result is a highly integrated multi-lingual, multi-cultural, multi-site solution to support Nerium’s business growth under a common architecture


Business Requirements • Highly Scalable Solution

• High Peak Transaction Load

• Micro – sites for Distributors

• Customer Service Portal

• Distributor Portal

• Back Office Functions

• Multi-lingual

• Multi-currency

• Highly Complex Systems and Integrations

• Distilled into Simple Solution


Benefits for Nerium

• Standardized platform based on best of breed systems

• Scalable architecture supporting rapid growth in markets, transactions and traffic

• Reusable concepts and components decreases development and maintenance needs

• New countries can be supported quickly by reusing existing resources and adapting to local content, products and business rules

• Multilingual implementation in Sitecore – easy to manage language versions

• Best of both worlds: Sitecore CMS and Insite Commerce


The Solution


InsiteCommerce • High availability design (99.99999%

uptime)

• High traffic website (1,000 concurrent users)

• Subscription management

• Custom pricing based on user order history

• Product Bundling w/ discounts

• Multiple shopping funnels depending on customer type, country and context

• Each country has individual products, pricing and business rules

• Insite handles commerce logic and serves Sitecore with product and pricing information

• Sitecore controls presentation, redirect logic, business rules and shopping funnels


High Level Architecture • Sitecore is responsible for all public facing

web sites

• Solution is MVC based

• Sitecore integrates with Insite as backend shopping engine for product and catalogue data, customer information, pricing, promotions, tax rules and all other commerce related information

• Exigo is system of record and acts as combined ERP and CRM system in the solution

• Insite integrates with Exigo for account creation, information and management, credit card processing, subscription fulfillment, pricing and product information

Sitecore Insite Exigo

OBEC Produ

ct Sync

Account Creation

(web services)

Credit Card Processing

(web service)

Subscription Fulfillment (Insite and

web services)

Pricing Refresh with Insite WIS

(Daily)

Product Refresh with Insite WIS

(Daily)

Account Refresh with Insite WIS

(Daily)

Order History (Web

service)

BackOffice (VIP Shoppin

g)

Subscription

Manager

Public Shopping

ASP.NET MVC

Views

Web servic

es

AngularJS


Elements of Internationalization

• Clay Tablet is integrated with UP Solution for easy translation controlled by Sitecore workflows

• Clay Tablet connects with TransNation as translation vendor

• Supports efficient and fast translation of web site content and other assets

• Allows Nerium to quickly add new country sites and add languages to existing sites without the need for hiring own resources with local language skills


Unique Country Sites • Each country has a full set of site

types

• Country specific products and catalogues maintained in Insite and synchronized with Sitecore

• One or more languages supported for all sites within a country portfolio

• Translation handled via Clay Tablet integration

• Most business logic shared between countries with adaption for local business models and regulation

• Content and look & feel optimized for local preferences


Marketing Automation Email

• Drip Campaign

• SMS Campaign

Video • Product Information

• BP Information

Analytics • Product Performance

• BP Demographics

• Campaign Performance


Elegant Solution

• Clean Design

• Intuitive Interface

• Scalable Solution

• Reliable Platform


What’s Next?


Think of Digital Programs Holistically

PLAN STRATEGIZE

BUILD PRIORITIZE

RUN GROW

DIG

ITAL

GR

OW

TH

Education Digital strategies Business cases

Competitive assessments Roadmaps

Measurement plans Organizational models Change management

Capability alignment Tag management Analytics setup

Reports and dashboards Content

SEO

Measurement Paid media

Email Merchandising

Search optimization Adoption

Advertising

17


Create value propositions with customers through engagement and value-added experiences

Transform offline value to digital experiences that meet unique customer needs

Reach new prospect through effective content and campaigns

Drive repeat purchase and cross-sell / up-sell opportunities with intelligent merchandising and search capabilities

Use analytics-driven insights to identify cross-market applications and solutions

Facilitate new product development through efficient knowledge sharing, and increase speed of market penetration

Build intelligence and insights to target and attract customers efficiently

Enable customer self-service to create ease of business

Retain Customers

Maintain Margins

Acquire New Customers

Increase Revenue Per Customer

Increase Revenue Per Product

Develop New Markets

Reduce Acquisition Cost

Reduce Cost to Serve

Rev

enue

E

ffici

ency

Protect

Grow

Optimize

Objectives Value Drivers Enablers

Align to Business Outcomes


• Product Management

• Demand Coordination

• Internal Training & Support

• Coordinate - Business

Units - Sales - Marketing - Channels - Fulfillment

• Content Management

• SEO/SEM • Email

Messaging • Advertising/Me

dia • Targeting

Campaigns • Content

Syndication • Marketing

Vendor Management

• Training & Support

• Merchandising • Pricing • Product Content

Management (PCM)

• Supplier Management

• Catalog Management

• Loyalty • Customer

Pricing • Promotions • Customer

Onboarding • Employee

Onboarding

• Brand Standards and Guides

• Customer Research

• Personas/Journey

• Experience Design

• Interaction Design

• Content Strategy

• Content Creation

• Interaction Management

• Financial Modeling

• KPI Definition • Marketing

Intelligence • ROI Analysis • Segmentation &

Attributes • Analytics &

Reporting • Customer

Insights • Tests &

Definitions • Measures/Tools

• CRM • Knowledge

Management • Service &

Training - Sales - Customers - Associates - Consumers

• Collaboration

• Platform Operations

• IT Collaboration

• Integration • Program

Management • Quality

Assurance • Accessibility • Front End

Development (FED)

• Dir. Prod Mgmt. • Product Manager • Business Analyst • UAT Analyst

• Dir. Digital Marketing

• SEM Analyst • SEO Analyst • eMail Analyst • Recommenda

tion Analyst

• Dir. Digital Merchandising

• Merchandising Analyst

• Product Content Analyst

• Dig. Strategist • Interaction

Designer • Creative

Director • Art Director • Copywriter

• Digital Analytics Dir.

• Analyst

• Director of Customer Support

• Support Analyst • Trainer

Sr. Project Mgr. QA Lead QA Tester FED Lead FED Tech Lead Tech Arch Developer

To Build a Capabilities Framework…

Operate Drive Traffic Drive Conversion

Create Experiences

Adoption / Support Enable Measure /

Improve

Dig

ital C

apab

ility

Res

ourc

es


…and Prioritize Based on Desired Outcomes


Using a Maturity Model per Capability Test &

Learn

Mature

Channel

BU

SIN

ES

S V

ALU

E

Extend &

Respond

Product Content

Product Merchandising

Content Marketing

Display Ad Campaigns

Affiliate and/or Sponsorship

Marketing

Content Distribution

(e.g.: blogging)

User Generated Content

Social Listening for Customer

Service

Social Media for Customer Service

Mobile/Location Marketing

Omnichannel Marketing Integration

On-Site Promotions

Shopping Cart Re-Targeting

Loyalty Marketing

Offline Marketing

Coordination

Search Engine Optimization

Search Engine Marketing Email Marketing

MATURITY (within a swim lane)


How to Keep Growing Digital Programs There is a significant gap in how many eCommerce technology providers go to market and serve customers. Companies need to make strategic investments to: • Provide leading B2B digtal solutions incorporating

practical B2B thought leadership, strategy, technology, and people-based services

• Address resource gaps within internal teams • Realize the value of investment made in core

technology platforms 22


Strategic Capabilities Needed

• Strategies • Competitive assessments • Business cases • Roadmaps • Org models • Education • Executive coaching

Advisory

• Audits • Keyword analysis • Competitive analysis • On-page elements • Site maps • Link building • Localization

SEO

• Keyword selection • Product listing ads • Media buying • Search retargeting • Abandoned cart

retargeting • Landing pages

Digital Advertising

• List building • Event-triggered emails • Transactional emails • Testing & optimization • Personalization • Technology integrations

Email

• Measurement strategy • Event tracking • Targeted funnels • Tool assessment • Dashboard creation • Tag management • A/B & multivariate tests

Analytics & Measurement

• List building • Lead scoring • Lead management • Form optimization • Email nurturing • Retention & acquisition

strategies

Lead Generation

• Content marketing strategy

• Content audit • Content reuse plan • Content development • Style guide • Internal presentations

Content

• Price strategy • Product hierarchy &

taxonomies • Cross-sell & upsell • Alternates &

replacement parts • Kits & configurations

Merchandising & Promotions

23


Insite Software Contact Information: Insitesoft.com

[email protected] XCentium Contact Information:

http://xcentium.com/ [email protected]

Questions?

http://www.insitesoft.com

mailto:[email protected]








Thank You!

Insite Software Contact Information: Insitesoft.com

[email protected] XCentium Contact Information:

http://xcentium.com/ [email protected]

http://www.insitesoft.com





Case Study: How a Scalable E-Commerce Platform Supports Growth

Featuring: Steve Miller, Xcentium

Randy Higgins, Insite Software

Moderated by: Jenel Stelton-Holtmeier, Modern Distribution Management

July 23, 2015

Sponsored by:

Case Study: How a Scalable E -Commerce Platform … a Scalable B2B E -Commerce Platform Supports...

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