Modern Commerce Experience - All Slides (Thursday) · This presentation, ... The average commerce...

Copyright © 2015, Oracle and/or its affiliates. All rights reserved.

April 2, 2015

Day at a Glance


• Chris Fletcher • Research Director, Enterprise Applications

• Gartner

This Morning 9:00 – 10:15am

3


Exhibit Hall 10:15 – 11:00 am

4


Re-imagine Commerce with Commerce in the Cloud 11:00am– 12:00pm


How Fashion Icon Reserva Uses Oracle Commerce to Deliver Innovative and Omni-Channel Customer Experiences

Diego Costa, Compasso 12:00pm – 12:30

6

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

Chris Fletcher Research Director

Enterprise Applications

CX and the Digital Commerce Ecosystem

Things aren’t always what they appear to be

Source: NASA & Jet Propulsion Laboratory, California Institute of Technology (and the New Horizons spacecraft)

What I would like you to take away from today’s session

• To deal with the complexity of the digital ecosystem Tools

• Of companies that are challenging convention commerce wisdom Examples

• Key findings from Gartner’s digital commerce research Findings

The digital commerce ecosystem

Digital commerce ecosystem

Commerce Transaction

Platform

Customer Experience Manager

Payments Processing / Fraud Mgt

Order management

DOM

Digital Marketing, Analytics, Campaign

Mgt

Web Content Management

Configure Price Quote

Subscription Management

Master Data

Management

Gartner E-Commerce Vendor Guide, 2014

13

The average commerce implementation in 2015 will integrate technologies from more than 15 vendors.

What can we take away from this?

Digital commerc

e is complex.

Your ecosyste

m is unique.

There are many technolo

gy decisions

.

Re-platformi

ng is difficult.

3 Tools

IT Market Clock for Digital Commerce, 2014

Hype Cycle for Digital Commerce: 2014

Digital Commerce & PACE Layers

17

Digital Commerce PACE Layers: Innovation, Differentiation, Record

Digital Commerce Pace Layers – Retail

Commerce Engine

Shopping Cart

Email Campaign Mgnt

Customer Service

Web Content Management

Catalog Management

Promotion Management

Image Management

Site Search & SEO

Personalization

Site Merchandising

Multi-variable (A/B)Testing

Content Distribution

Gift Cards

Product Reviews

Social Commerce

Site Monitoring

Site Analytics

Web Analytics

Reporting & BI

Guided Selling

Product Configuration

Product Visualization

Cross Sell / Up Sell

Product Comparison

Customer Profile

Customer Account Mgnt

Store Locator

Warranty/Returns

Management

Servers

Storage

Connectivity

Desktops/Laptops

Network Hardware

Operating System

Database

Middleware/Messaging Queuing

Development Tools

Testing Tools

Security

Contingency/ disaster recovery

Cloud Based Infrastructure Infrastructure

System of Record

System of Differentiation

System of

Innovation

Distributed Order Mgmt

Financial Applications

Warehouse Management

Payment Processing

Alternative Payment Methods

Fraud Management

Tax Management

Master Data Management

ERP Systems

Website

Stores/POS

Agent desktops/Laptops

Email

Kiosks

Mobile SMS

Mobile E-commerce Application

Mobile Browser

Social Community

Customer Portal

Conventional thinking…and a more nuanced view

Retail =

Omni-Channel

But not every retailer needs or wants to be Omni-channel

Some retailers need/want to create a unique, discrete CX and channel distinct and separate from the retail experience


Brands Need to Build

Direct-Customer Commerce

Better customer experience, insight, upsell, margin.

But, channel conflict is a very real challenge.

Consider building a direct to consumer CX that strengthens, rather than disenfranchises, the retail channel.


CX CX includes all points of contact with the customer: store front, catalog, marketing, purchasing, payments, fulfillment.

But, marketplaces – Amazon, eBay, Alibaba, and others – are a reality.

Consider using marketplaces as a separate but important part of market penetration, albeit at the expense of a completely consistent CX.

Digital Commerce in 2014

• Vendors are building out their core commerce platform and in search, order management, and marketing, both through development and through M&A.

Market Maturation:

• 24% of reference users said the primary business justification for investment in digital commerce was a "Transformational project to change the way we do business."

Transformational Change:

• Digital business means co-opetition - working with competitors that offer marketplace sites and access to new market, payment services, and hosting services

Interdependency:

• Digital companies invest in personalization, digital marketing, Web analytics, and big data. Marketing:

• No single deployment or licensing model will dominate the digital commerce market but a gradual evolution to the Cloud via hosting or SaaS deployment models is inevitable.

Cloud:


• 2014 momentum behind agile commerce environments continues as organizations pursue API-enabled ecosystems and open source.

Agility

• No single deployment model will dominate the digital commerce market but the evolution to Cloud via hosting or SaaS deployment models is ongoing.

Cloud

• eBay/PayPal spinoff, ApplePay, Google (Wallet, AndroidPay), all drove media and client attention on payments, raised visibility on the impact on the business and the consumer

Payments

• Multiple license & deployment models will continue to co-exist: Licensed On-Premise; Licensed Hosted; Revenue share SaaS; Subscription SaaS; Open Source; Marketplaces; Internal Development

Multiple Development & License Models


• Mobile support and mobile innovation is a “given” in the vendor selection process. Moving beyond omni/multi-channel, clients are now thinking about how the Internet of Things will create opportunity.

Mobile & Devices

• Web analytics and personalization are evolving from being aggregated and anonymized, to being personal, predictive, and underpinning a customer journey.

Marketing & Analytics

• Amazon, eBay, & Alibaba are both competitor and ally. Retailers and brands are looking to leverage marketplaces as a stand-alone channel to market, or as part of a broader go to market strategy.

Marketplaces

• Emerging from being a niche technology, subscription management will play a broader role as companies evolve business models, sell services, and invest in the IoT.

Subscription & Billing

Digital Commerce Evolution ~ 2008 - 2015

• 1-time License, On-Premise implementation

• IT buyer

• 10 year horizon

• Application integration

• Cost vs. Functionality

Then

• SaaS / Cloud

• Business buyer

• 3 year horizon

• Application federation

• APIs, Ecosystem,

• Time to Market

Now

Question

conventional

wisdom.

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

Chris Fletcher, Research Director:

Enterprise Applications

[email protected]

mailto:[email protected]

Supporting slides

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Digital Commerce Software: Size/Growth

29

Source: Gartner, Inc. “Forecast: Enterprise Software Markets, Worldwide, 2011-2018, 4Q14 Update

CAGR 2013-2018:

13.6%

Digital Commerce is being seen as transformation

project to change the way we do business, 24%

Digital Commerce is our primary or

only sales channel, 18%

Digital Commerce generates

incremental revenue/helps to

defer costs of other channels such as retail

stores/branches, direct sales, or

channel sales, …

Digital Commerce is a core

requirement for multi-channel

experience, but does not

essentially focus on driving

revenue, 18%

Digital Commerce is a new venture for our company and its ability to

generate revenue is unproven, 4%

Other, 4%

Source: Magic Quadrant for Digital Commerce 2014

Question: What is the primary business justification for your

investment in Digital Commerce? N=141

Why invest in digital commerce?

Sample: E-Commerce PACE Layers

• Innovation (Channel Access) — This layer contains the multiple points of interaction (POI) a customer may use to enter into the enterprise. These POIs may or may not be electronic.

• Differentiation (Application) — This is the e-commerce application that is accessed via multiple POIs by a customer. The layer contains services that are within the enterprise as well as external cloud-based services.

• Systems of Record (Foundation) — This layer contains services to the enterprise ERP, SCM, financial and other back-end applications, and can include external cloud-based services.

• Infrastructure (Cloud) — This includes application, database, Web and other servers as well as network and storage software and hardware and their operating systems. Services specific to the type of

commerce will differentiate your organization's customer experience

from your competitors'.

Related Gartner Research

The Gartner E-Commerce Vendor Guide: 2014 (G00252851)

Magic Quadrant for Digital Commerce: 2014 (G00262399)

Hype Cycle for E-Commerce (G00252379)

Cool Vendors for E-Commerce (G00250518)

Market Share Analysis: Customer Relationship Management Software, Worldwide, 2013 (G00262495)

Gartner delivers the technology-related

insight necessary for our clients to make

the right decisions, every day.

Copyright © 2015 Oracle and/or its affiliates. All rights reserved.

ORACLE COMMERCE CLOUD

35


Proven. Modern. Accessible.

COMMERCE REIMAGINED.

oracle.supremo.com

ORACLE COMMERCE

CLOUD


Select Customer Program

38

• Premier access to Oracle Commerce Cloud • Direct access to Oracle Product Management • Opportunity to align vision


PRODUCT OVERVIEW

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 40

Move fast.


Differentiate.


Empower.


43

Ignite.


Grow.


transactions / day

users

29 million

22 Billion

19 Global data centers

$1 Billion SaaS Business

Oracle Public Cloud


DEMO

46


Advanced Experience Management Oracle Commerce

Kristen Gill , Director, Product Management Aparna Srinivasan, Senior Principal Product Manager Thursday, April 2, 2015 1:00 PM – 1:45 PM


Agenda

Experience Manager Overview

Advanced Best Practices

Q&A

1

2

3

67


WHAT CHALLENGES ARE YOU FACING?

ORACLE COMMERCE

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. 69

More Choice

More Customization

With Less Effort

Your customer’s expectations

They’re Empowered “Companies were in control up until 2000.

But now the customer

is in the driver’s seat. If you embrace that, you will thrive.

If not, then by 2020, you will not survive.”

–Jamie Nordstrom


You must deliver dynamic, personalized experiences, but…

61% of marketers

understand the importance of personalized

experiences but

51% are not sure

how to implement it - MarketingCharts.com


Business Teams Need More Control

71

of commerce professionals say that “delays to market” is a top threat to their success 26%

Business user control and agility

Relevant & personalized experiences through the long tail

A single tool to manage consistent omni-channel digital experiences

What Business Teams Want What IT Teams Want

Scale and Performance

Operational efficiencies, cost savings

Focus on more strategic projects rather than coding pages

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

THE SOLUTION ORACLE COMMERCE EXPERIENCE MANAGER

ORACLE COMMERCE

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 73

A tool to power more dynamic, richer selling experiences

Data & Content Experience Management Omni-Channel

Leverage any data, any source, any

format

Personalize, optimize and guide customer journeys

Create once, deploy anywhere


Experience Manager…

…Provides a single, flexible tool to create, deliver, and manage dynamic, content-rich,

omni-channel customer experiences.

ORACLE COMMERCE

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 75

Centralized Management of Omni-channel Digital Experiences

Price

Price

Brand 20% off Select Cuisinart

Top-Rated Le Creuset

Most Popular Articles

Ratings

COOKWARE Personalized

Recommendation

Click to Talk to an

Associate

Assemble content and experiences for all digital channels

Balance manual creation with automated assembly of experiences

Get to market quickly with prebuilt, reusable components

Business users can…

…without IT intervention

1

2

3


Control over the experience

Sample Cartridges

Choose a template

Choose cartridges

Slot

SEARCH

RESULTS

RESULTS LIST GUIDED

NAVIGATION

VIDEO BREADCRUMBS MEDIA BANNER SEARCH BOX CROSS-SELLS REVIEWS


BEST PRACTICES ORACLE COMMERCE EXPERIENCE MANAGER

ORACLE COMMERCE


The “Default Rule” Principle

Minimize Duplication

• Use global (default) pages to automate merchandising—without having to predict the customer path, set up scenarios, or engage IT

– These “pages” will fire if no specific page has been setup or is currently active

• Manage by exception

– Override global pages to manually place merchandising and promotions for higher-value opportunities

Global (default) browse page

“coffee” page


Leverage Dynamic Slots

• Add a slot to a page to manage sections of a page separately than the rest of the page

• Provides:

– Content Reuse

– Cross Team Collaboration

Default rules aren’t just for pages

79


Results List – Not just for boost & bury

• IT sets up relevancy strategies, but the business can control which one to use for ANY page

• Use different relevancy strategies per category, search term, user segment, …

A global relevancy strategy isn’t good enough

OOTB Results List Cartridge


Expose & Merchandise ALL Your Content

81

Improves SEO and customer confidence

Content and product records are handled the same


Set Up Automatic Data Feeds Dynamically influence relevancy

• Automatically ingest data from any source on a defined frequency

– Allows data to be dynamic and relevant with little to no manual intervention from merchandisers

• Examples include feeds such as Best Sellers, Most Popular, What’s New, On Sale, etc.


Improve your customer journeys

Add & Expose Product Attributes

• Attribute your catalog and content

• Customers can refine their search based on what’s important to them

• Provides more customer journey paths which has the potential to increase your SEO footprint

• Business can control which attributes to show and in which order – then easily adjust


Merchandise In Type-Ahead Get Products & Content to Customers Faster

• Spotlight rules-driven merchandising (i.e. best sellers, what’s new, items from order history, on sale, gifts under $25, etc.)

• Spotlight segment-specific content


Create Content Specific Experiences

• Once content is indexed, consider experiences for reviews, safety information, videos, …

– For example, customers can find reviews from a similar demographic (i.e. “People like me” OR “People like the person I am buying for.”)

• Increased relevancy = increased engagement = higher conversion rates = higher AOV

Experience Manager rules are not just for products


What is relevant to your customer?

Use User Segments

• Business can control segment-specific

– Relevancy

– Dimensions

– Content

– Templates

– …

• Examples – Buyers vs individual consumers, geographical regions, etc


Leverage the Media MDEX

• Integrate media from ANY source into Experience Manager without duplicating assets

• Give business MDEX powered search and navigation within the tools

Increase business user efficiency

87

Uses a separate tools MDEX

CMS File System …. Commerce Repositry


Work the way that makes sense for your team

Organize Rules & Use ACLs

• Organize Experience Manager rules using folders – consider organizing by :

– Categories

– Brands

– Reusable page sections

– Globally shared elements

• Set Access Controls

– Don’t forget to lock down key pages


DEMO THINK BEYOND SEARCH & NAVIGATION ORACLE COMMERCE EXPERIENCE MANAGER DEMO

Oracle Confidential – Internal/Restricted/Highly Restricted 89


Think beyond Search & Navigation Pages ORACLE COMMERCE EXPERIENCE MANAGER DEMO


The best ideas come from you

91

And Finally - Be Creative!

Cartridges we’ve seen: • Multi-strata boost & bury • Exclusion cartridges • A/B Testing • Hotspot editor • Recommendations engine boost • … • What will you dream of???


Summary

• Rely on default rules

• One global relevancy isn’t enough

• Manage content just like the catalog

• Use your data to influence relevancy automatically

• Tag your assets

• Merchandise in type-ahead

• Create content-specific experiences

• Leverage the Media MDEX

• Remember Folders & ACLs

• Think beyond search & navigation

• Be Creative!

92


Join the Oracle Commerce Special Interest Group!

Oracle Commerce Customer?

• 60+ members from 20+ companies

• Run by customers of Oracle Commerce (ATG & Endeca)

• Enhance our experience with Oracle Commerce products

• Interact with peers, discuss techniques, and roadmap ideas

• Interact with Oracle solutions management team

• Quarterly webcasts and in-person once a year

http://surveymonkey.com/s/commerce-sig


Questions?

95


Meet the Experts

Roundtable Discussions With Oracle Experts


Table 1: Experience Management Kristen Gill – Director, Product Management – Oracle Commerce

Table 2: UI / Design Alistair Galbraith – Senior Director – CX Product Strategy

Table 3: Mobile / Omni-channel Kristen Flanagan – Director, Product Management – Oracle Commerce

Table 4: Promotions / Merchandising Aparna Srinivasan – Sr Principle Product Manager Oracle Commerce

Table 5: Personalization Jeri Kelley and Katrina Gosek – Product Strategy Oracle Commerce

Table 6: Oracle Commerce Integrations Gary Kirschner – Director, Product Management – Oracle Commerce

Table 7: Oracle Commerce Cloud Andrew Webb – Director, Product Management – Oracle Commerce

99

Round Table Topics


Thank You! We hope you enjoyed the conference and look forward to seeing you at OpenWorld!

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Modern Commerce Experience - All Slides (Thursday) · This presentation, ... The average commerce...

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