Racing on the Technology Treadmill - e-tailing · Racing on the Technology Treadmill • Boasts 11...

Racing

on the

Technology

Treadmill

Racing on the Technology Treadmill

Housekeeping

• Dial-in Information:

– Dial: +1 (914) 339-0021

– Access Code: 402-591-244

• During the Presentation…

– All attendees will be on mute

– To send us a message, please use the Questions or Chat boxes

in your control panel

• Play the “Speed of Change” Challenge and WIN $100!!

– You guess the time it takes to make 2 changes on a site.

– You watch…You win.

2


Larry Kavanagh

• Chief E-Commerce Strategy Officer, Kalio

• 20+ years experience in Direct Mail and Online

commerce merchandizing and strategic marketing.

• Founder of D.M.insite

• Thought leader and e-commerce strategist

3 Today’s Speakers

Lauren Freedman

• Founded the e-tailing group in 1993

• 15–year ecommerce veteran as well as a recognized

and respected figure in the online retail industry

• Author of “It’s Just Shopping”, which provided a

comprehensive behind-the-scenes look at the evolution

of multi-channel selling in 2001.


• Boasts 11 years of e-Commerce

experience

• Corporate offices in California and

Ohio

• Today: $0.5 Billion in annual online

sales transacted on KalioCommerce™

• Helping multi-channel retailers drive

online revenues growth

• Next generation ON-DEMAND e-

commerce platform, and full set of

services.

4 About Kalio


16 years e-commerce consulting

Author, It’s Just Shopping

50+ years traditional retail and catalog

experience

Fortune 500 client projects ranging

from strategic planning, merchandising,

marketing, to technology development

and messaging

Cross-category projects spanning

specialty retail to departments

Proprietary research studies on

mystery shopping, merchandising,

mobile and consumer behavior

The Voice of Cross-Channel Merchandising

Straight talk from “in-the-trenches” online merchandising experts

5 About the e-tailing group


I. Pace of change daunting

II. Vitals show signs of pain

III. Recommended Retailer Success Regimen

IV. Kalio’s “Speed of Change” Challenge

6 Today’s Agenda


7 The Pace of Change is Daunting


• How can we cost-effectively update the features

and functionality on our site to keep up with

consumer demand?

• With IT continually putting up roadblocks and

tapped to the max, how can our ecommerce effort

maintain parity with others?

• Do we have the necessary resources to make the

changes we desire?

• Is our platform in a position to quickly allow our

company to make these changes in an efficient

manner?

• Do we need to embrace “all” the available

technologies?

• Is mobile a must-have? Can social drive any real

business?

8 How to Handle the Pace of Change?


• Developed a questionnaire completed

by a cross-section of retailers using in-

house and outsourced solutions

• Topics included:

– Platform position, challenges and

desires

– Technology demands and internal

adeptness

– Merchandising control and flexibility

– Ecommerce roadmap and

prioritization

9 In-the-trenches Merchant Interviews

II. Vitals Show Signs Of Pain


11

Upgrades to our

platform are

costly and time

consuming

ecommerce platform is

past its prime: was

homegrown and overall it

has done a good job;

have squeezed and

bolted everything on and

now we’re behind in

technology and

subsequently the onsite

experience

If you’re not an

expert in any

given area,

outsource it

We simply need an ecommerce

platform upgrade which can be both

a significant time and $ investment;

have gone a long way on what we

have home grown; as we scale too

many isolated applications, a lot of

manual stuff; have to rebuild to

have better merchandising,

imagery, search

many of our efforts are a workaround

of our existing technology as we're

not in a position to evolve efficiently

any other way

Angst Often Starts with the Platform


12

We have a list of 20 projects

and can only tackle them one at

a time with our limited team.

Desire for less human

involvement so emphasis on

internal-efficiency projects

including software to manage

relationships with marketplaces.

we are hampered in everything

from merchandising flexibility

and cross-application data

sharing to PCI compliance; just simply don't have the resources

strong platform; can build and

integrate as desired but it

takes time and resources and

we just can't react as quickly

as we would like; skill set fine

but hard to keep up-just don’t

have the people

Have a few great developers

but amount of stuff to

accomplish is daunting; hiring &

training new talent takes too

long

Resources Affect Responsiveness


in-house; need proper controls on what works for what you do

(focused efforts versus shiny object syndrome); Today we have a

strong platform that continually keeps us in a position to evolve

with the industry and consumer demand. Today we outsource and

they keep up with industry; we came up with ideas/ drill IT;

suggest functionality we believe belongs in platform and will make

changes; don't always pay; free tools; maybe slower than I like

but it would be more expensive in house.

our in-house model allows us

the control but it takes more

time and money than desired;

started major projects and

simply didn’t have staff; had to

bring in 30 people including 20

extra folks; outside developers

and QA/gets expensive;

I need a platform in order to

build and customize the

experience with our own

resources for our product and

consumer; this will give us the

control and customizability we

prefer

13 Merchants Continually Make Tradeoffs to Grow


14

order management system-greater

challenge because it's tied to

everything in the organization and the

company is not supported any more

but to replace very scary

Compliance

keeps me up at

night, especially

since the recent

Zappos security

failure

It isn’t just the angst of

1 system, it’s how

they play together

content management system

for all brands we own

maintained separately despite

same product which is

problematic

Platform, CRM and content

management system; that's just

this year but need the big pieces first

we’ve acquired 2 competitors;

although 10X size, we are

behind them in a lot of

business processes; significant

time required to adapt systems

given legacy constraints

Don't want to change anything; own

our own servers but that can be

problematic--should I own or switch

to cloud?

Systems Pose a Myriad of Problems

III. Recommended Retailer

Success Regimen


16

I must be able to

make basic

changes to a

website in a very

short time frame

Angst comes

from not being in

control of making

a change ($2500

+ 8 weeks is not

an option)

Strong flexible platform that

continually keeps up in a

position to evolve with the

industry and consumer

demands; cost- effective We have lag-time to implement

large solutions, however we

have the flexibility to make

changes real time when critical

or can focus better on blue

ocean areas that differentiate

our business

if we had a more flexible

position could test cheaper;

wish we had mad money; our

small size and economy made

us more thoughtful before

jumping in

Flexibility Affects Customer Experience


17

While there are many

changes I would like to make,

profitability and ROI weighs

heavy in those decisions

Exercise in diligence to know

what will carry ROI as we could

easily go down many paths

not bleeding or cutting edge, but

we can effectively enter space

when profitable to do so

Being Profitable Matters for Most


In Oct, 2010 we did a deep

dive with departments about

their unique needs so today

only 15% -20% of changes

require intervention because of

the strength of the admin tools

good at keeping away from IT;

10% require IT. Try to make

less and less; good interface position to admin as needed

95% of merchandising doesn't

require IT involvement; test it

and forget it; IT more unique

personalization and

segmentation

18 Control in the Hands of the Merchants


19

Discerning what is hype and what has

legs can be challenging

We have 35 projects

where ½ overlap;

challenged to keep up

before you know what

you own

everyday something new; have to look at -

is that a fad of the moment lately, most

everything seems to be a fad; even social-

not convinced it has impact on retail

business like ours; can't deny ipads and

iphones to surf and shop, so we can't

ignore this

Separating Fad from Functional Fundamental


Projects need to be prioritized,

roi needs to be assessed,

storyboards created and this

could take 2-3 months

Our in-house model allows us the control but it takes more

time and money than desired. We do some testing depending

on what it is yet mostly plug and place for basic

enhancements; Looking to understand how do you prioritize

intelligently; quick discussion, y/n vote; invest a lot of time

hearing what sales pitch is; if it's a revenue generator we may

try it

20 Intelligent Prioritization: Working the Project List


21

launch site; made

concessions ; revise and

update all areas; checkout;

key page review; increase

the quality of the customer

experience;

more flexible in how we

present product (size, video);

taking data and using relevant

information so the customer

can see what they want

sooner; become a true efficiency model

optimization (fast); self service

(do what they want without

calling); personalization

(relevant timely/good

experience)

major revamp of checkout

funnel; product page to order

confirmation

touch up and redesign; don't

require backend improvements;

do in the offseason

Optimized User Interface


Upgrade site search-will handle

this internally

Have to figure out what’s

important to my customers,

then spec, sometimes we get it

wrong

navigation/usability; browse the site; 4. data structure backend

onsite search with the ability to

custom configure; want to learn

how to customize and configure

smartly to benefit from upgrades;

can't afford a new rebuild; need to

take advantage of enhancements

adding more digital assets

including super detailed high

resolution images

22 Category Differentiators


Having the ability to

personalize/customize;

segment; tie data platforms

together to give personal

experience. don't have a

$100 million budget; need

relevant engine (SaaS)

emailing/personalization; can't

dynamically change out

products/ merchandising is now

static

taking data and using relevant

information so the customer

can see what they want sooner; become a true efficiency model

system static versus dynamic;

can add product easily; CMS

has no personalization

algorithms and system contains

no logic based on browse or

buy information

23 Personalization Prowess


24

We look at our

competitors and

believe we need mobile

but wonder why we

can’t do it on our

platform as we want to

make the most of our

investment

Our current mobile provider

couldn’t adapt to our new site

so we missed the holiday

season it's a timing issue-had I

adopted a platform; would

be fully mobile for 2011;

wouldn't solve operational

problems; quicker turnkey

solutions though there can

be big fees along the way;

get benefit of learning from

others down the way

mobile site; analytics;

increased mobile browsing

and shopping; 6-9 month

payback with outsourced

partner

We like showing up when it's

important. Launch Mobile

version of website-compelling

migration of the website to

mobile; data consistent; more

customers are using

1. move to mobile optimization

(increase web marketing,

increased open rate via email; #'s

getting higher (tablet, conversion

3X higher than iphone)

Mobile Matters


25

.

better using analytics to improve

sales as a result of user testing

Desire improved site analytics to

better run the business

revamp; merchandising and

analytics; tie-in for Google with

api to database/create product

click impressions; dashboards; lot

of performance metrics in

backend/ front end impression

clicks yet hard to marry the two

together

struggling with attribution across

channels (phone versus online

orders)

Better understanding both traffic and channel attribution

Data/Analytics


26

There isn’t anything that new and

sophisticated that would cause us

not to be able to do it. The main

questions that come up are

possible impact that no one is

aware of (i.e. negative SEO

impact). We try anything/don’t

screw up SEO.

refocused on web marketing efforts

SEO essential and want to

continue to expand market

place presence

Launch several new niche

websites using existing

platform and infrastructure-

within category; different

market categories

Marketing


27

Time to revenue

SPEED OF CHANGE

POST-LAUNCH EXPERIENCE On-Going Services & Value

Power to the Business User

APPLIFORM™

The KalioCommerce™ Difference


28 Ready for the Challenge?!

Guess. Watch. WIN! How FAST can we make a change on a site?

1. Submit your guess as an answer. USE the Questions in GoToWebinar.

For Example : 3:15 (3 mins, 15 secs)

2. No answers will be accepted after we SAY GO.

3. Whoever gets closest will win a $100 gift card!

4. READY, SET…

Speed of Change Challenge


29 You Need to Know Kalio

Integrated On-Demand E-commerce

With Kalio, YOU can design:

• Beautiful sites

• Sites that perform

• Sites that you can change, FAST

For more information, call 408.550.8048

or visit www.kaliocommerce.com

THANK YOU

E-tailing Group

[email protected]

www.e-tailing.com

773-975-7280

Kalio Inc.

[email protected]

www.kaliocommerce.com

408.550.8040

mailto:[email protected]



http://www.e-tailing.com/





Racing on the Technology Treadmill - e-tailing · Racing on the Technology Treadmill • Boasts 11...

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