Coffee and Commerce: Integrate Content to Bring Your Brand to Life

Coffee and Commerce: Integrate Content to Bring Your Brand to Life Kelly O’Neill, Sr. Director, Commerce Jess Iandiorio, Sr. Director, Product Marketing

Agenda

1.  What happens when content & commerce experiences are separate?

2.  How does the experience change when there’s seamless integration?

3.  5 strategies for closing the content & commerce integration Gap

4.  How can Drupal help?

A Christmas Story...

A Christmas Story... My Needs

•  Inspiration •  Education •  Guidance •  Selection •  Assurance •  Consistency

A Christmas Story... My Needs

•  Inspiration •  Education •  Guidance •  Selection •  Assurance •  Consistency All at the point of

purchase…& Now!

Conflicting Forces Convergence

Digital & Physical Marketing &

Merchandising Content & Commerce

Speed of business Always connected

consumers Real-time decisioning

Same day delivery

Creating Competing Needs

Shopping Experience

Management

Commerce Operations

The Result…

The Result…

The Result…

Commerce Realities

•  You need to deliver a better experience •  You have investments and systems in place across your ecosystem •  Wholesale change is not a reality •  A new, phased approach is required

European rail pass company owned by 30 European train operators Annual revenues €650M Site launched mid 2013, serves 25K+ visitors each day

Research, shop, plan and share Explore any country across Europe Easily share planning with friends & family

Easily compare travel packages across family, days & locations Find the best and click through to complete your transaction

Forrester’s Recommendations Many of the companies we spoke with told us that they plan to have the WCM platform eventually lead the entire end-to-end digital experience, with the commerce platform acting as a service layer…

…making strategic bets on future mergers, partnerships, or “promised” product road maps is fraught with risk. Base your decisions on the solutions available in the market today, and don’t be afraid to mix and match best-of-breed solutions from different camps.

https://www.acquia.com/resources/whitepapers/content-and-commerce-odd-couple-or-power-couple

Acquia’s Recommendations

•  Organize for success •  Create your brand magazine •  Develop your commerce roadmap •  Move at the speed of commerce •  Empower your customers •  Embrace your community

–  Customers…and developers

Legacy

Brand Building

Merchandising

Retail Acquisition

Brand Owned

Brand Influenced

Today

Customer Journey

Retail Acquisition

Brand Owned

Evangelism

Purchase

Discovery

Investigation

5 Strategies for Integration #1 Reorg for Success

5 Strategies for Integration #1 Reorg for Success

Today

Customer Journey

Retail Acquisition

Digital Experience Manager: Provide an integrated digital experience across all aspects of the customer journey

Evangelism

Purchase

Discovery

Investigation

Web Manager: Select and implement tech to meet requirements Brand Marketer: Get customers to the site

Merchandisers: Convert prospective customers to customers and brand evangelists

Legacy

Awareness

Interest

Research

Purchase

Evangelism

5 Strategies for Integration #2 Hire like you’re a publisher

“The Internet requires every brand...to become a publisher. Content is the currency within our social Web,” Rachel Tipograph, Gap director of global digital and social media. Source: http://digiday.com/brands/ sociomantic-retailers-as-publishers/

5 Strategies for Integration #3 Invest in tech that breaks content silos

Today’s requirements 1.  Agile & iterative 2.  Cloud-enabled, low TCO,

test before invest 3.  Able to stay current with functional

requirements 4.  Fast time-to-market

Legacy Approach 1.  Limited flexibility 2.  High total cost of ownership 3.  Poor, inadequate functionality 4.  Inability to quickly innovate

Requirements

Design & Architecture

Development & Coding

Quality Assurance &

Software Testing

Implementation

Maintenance & Support

Requirements

Development

Design & Architecture Test & Feedback

5 Strategies for Integration #4 Adopt Agile development practices

5 Strategies for Integration #5 Let your brand advocates tell the world

Drupal

•  A community of 1M+ users & developers •  Enterprise standard hosting with integrations to legacy platforms •  Decoupled content creation & presentation •  Integrated platform for Content, Community & Commerce

Acquia Commerce Cloud!

Move quickly and test before you invest.

Build on the most secure, reliable, and scalable Drupal-tuned platform.

Consistency across devices, channels, and

the next social craze.

Acquia Commerce Cloud!

Create the most content-rich, socially immersive, and rewarding shopping experiences to build brand love.

The Best Development Platform!→  The leading continuous integration development platform →  Speed time-to-market with features like integration with code repositories, automated deployment, and automated tests to ensure code quality

Application Assurance!→  Ensure application quality across performance, security, and Drupal best practices →  Optimize launch success by eliminating risk

Uptime Assurance!

→  When downtime is measured in dollars, Acquia offers multi- region failover to provide disaster recovery-as-a-service.

The best hosting service !for Commerce!

Elastic, resilient resources that respond to demand

Guaranteed Uptime

The most secure Drupal-tuned platform available

Certified security and compliance

We work 24x7 so you don’t have to – For both application & infrastructure

Global footprint

Nightly backups and 4 hour DR snapshots

Data Assurance

→  We work 24x7 so you don’t have to →  Ensure dollars with the most secure, highly performing, and reliable hosting service

Thank you!

Kelly O’Neill: kelly.oneill@acquia.com Jess Iandiorio: jess.iandiorio@acquia.com

For more information: sales@acquia.com