Demandware Mobile Commerce

8/7/2019 Demandware Mobile Commerce

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Copyright 2009 Demandware, Inc. - Confidential

Mobile Commerce The New Must Have

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Scott Todaro, Sr. Director Product Strategy, Demandware

Brian Walker, Principle Analyst, Forrester ResearchLarry Promisel, VP eCommerce, Barneys New York

Scott Todaro, Sr. Director Product Strategy, Demandware

Brian Walker, Principle Analyst, Forrester ResearchLarry Promisel, VP eCommerce, Barneys New York

A Few Housekeeping Items Before We Get Started: To Join the Teleconference: 1 (916) 233-3087 or Use Microphone and Headset

Access Code: 263-406-747

Presentation Content:

Will be made available for download at www.demandware.com

Email will be sent to notify you of its availability

Questions: Please ask questions via Chat

A Few Housekeeping Items Before We Get Started: To Join the Teleconference: 1 (916) 233-3087 or Use Microphone and Headset

Access Code: 263-406-747

Presentation Content:

Will be made available for download at www.demandware.com

Email will be sent to notify you of its availability

Questions: Please ask questions via Chat
http://www.demandware.com/http://www.demandware.com/http://www.demandware.com/http://www.demandware.com/


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Agenda

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Demandware MobileScott Todaro, Demandware

Mobile LandscapeBrian Walker, Forrester Research

Mobile in ActionLarry Promisel, Barneys New York


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Demandware Solution

Email Recommendations Analytics Marketing

Ratings & Reviews

Integrated 3rd PartyExtensions & Applications

Community and

Knowledge Assets

Documentation APIs Knowledge base Forums Expertise

Feature-rich, enterprise-class

Industry leading merchandising Continuous innovation through

automatic upgrades Secure, reliable, scalable Highly-extensible Standards-based

On-Demand eCommerce Platform

Demandware combines the leading, on-demand ecommerce platform, a community of knowledgecontributors and assets, and a marketplace of pre-built ecommerce integrations to empower retailers todeliver the most effective and tailored shopping experiences for consumers across all digital channels.


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Demandware MobileThe First Browser-Agnostic Mobile Storefront

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Our customers are using theirphones to check their email,

look up information and shop,so a mobile storefront is a greatopportunity for us to broadenthe ways our consumers can

interact with our brandPaul Zaengle, Sr. Director eCommerce,

Columbia Sportswear

Unique Features

Works with all major smartphone browsers

Active Merchandising

Present personalized content

Dynamic search results and ordering

Tailored promotions

Experience optimization with A/B tests

Core Features

Search

Store Locator

Navigation

Catalog

Pricing

Checkout

Content

Security

Inventory

HTML 5


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Brian Walker, Principle Analyst, Forrester

Research Focus

Brian serves eBusiness & Channel Strategy professionals

He researches the effect that technology advancements, operational needs, andchanging consumer behaviors have on the online retail industry

Previous Work Experience

Brian is a seasoned Internet and eCommerce leader with extensive experienceworking with a wide range of commerce platforms and related technologies

Brian has more than 13 years of experience in eCommerce and online marketing:

Amazon.com

Classmates Online Eddie Bauer

Expedia.com

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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.

Mobile Commerce: Getting started

and mapping out your strategy

Brian K. WalkerPrincipal Analyst, CommerceForrester Research

June 15, 2010


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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.

Agenda

The state of mobile commerce today

A look at the mobile ecosystem

Getting started

Integrating Mobile into your eCommerceenvironment

Recap


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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.

The State of Mobile Commerce


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Entire contents 2009 Forrester Research, Inc. All rights reserved.

Daily Usage Of Mobile Data Soars AmongUS Smartphone Users

January 2010 Engaging Smartphone Users


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Broad spectrum of categories have beenpurchased via mobile commerce

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But Customers Use Devices ForMultichannel Scenarios

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88% of US smartphone owners were satisfiedwith their most recent purchase via their phone


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Mobile Presence Of Retailers Today

Which of the following best describe your mobile eCommerce?

Source: The State of Retailing Online 2010: Marketing Report, a Shop.org reportconducted by Forrester Research14


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Types Of Mobile Content & Capability OfferedBy Retailers

Most popular

1. Product and price information

2. Store information

3. Alerts for online sales &specials

4. Customer ratings and reviews

5. Coupons6. Shipping notification

Other less popular features

Store maps/layouts

In-store product availability

User manuals and other productinformation

Expert reviews

Gift registry access Easy payment options

Loyalty program access instores

What kind of information and alerts does your company currently offer customers via its mobile app/site?



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The Mobile Traffic Is Already There

Young:


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Percent of Revenue from Mobile

Young:


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Most Retailers Are Very Early In TheirMobile Planning

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Which of the following best describes your mobile strategy today?

Have a strategy, implemented it, now refining it

Dont have a strategy

Early stage; developing a strategy

Have a strategy

Have a strategy and starting work

More mature

Less mature

Source: The State of Retailing Online 2010: Marketing Report, a Shop.org reportconducted by Forrester Research


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Planned Mobile Investment Levels For 2010

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Young:


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The Mobile Ecosystem


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Apps Ecosystem

iPhone AppStore

Android AppMkt

BlackberrysAppWorld

WindowsPhone

Marketplace

Palm AppCatalog

Nokia OviSamsung

MobileApplications

Launched 7/2008 11/2008 4/2009 11/2009 6/2009 11/2009 1/2009

Number ofApps

> 185K >30K >3K < 1K 1M N/A

Approx.Device Mkt

Share18% 3.5% 21% 9% (WM) 2%

46%(Symbian)

N/A

Source: Gizmodo, Distimo, jkontherun.com, Morgan Stanley Research, Forrester Research


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The Information Age Enters A New Era

January 2010 The Splinternet by Josh Bernoff22


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In the past eCommerce was focused on onesite, maybe optimized for multiple browsers.

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But now that investment and effort issplintered across multiple platforms.

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We Are Early In The Evolution Of MobileCommerce

Image Source: http://nearemmaus.files.wordpress.com/2010/04/evolution.jpg

Un-optimizedwebsite

Mobile Weboptimized site

Mobile Weboptimized siteswith detection

iPhone App Android App

Windows

Mobile App

RIM App

HTML 5?
http://nearemmaus.files.wordpress.com/2010/04/evolution.jpghttp://nearemmaus.files.wordpress.com/2010/04/evolution.jpg


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Getting Started


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Remember - Consumers have threeneeds that must be met across channels:

1. Information

2. The ability to transact3. Service

App or no app, not necessarily important to the customer

Source: Using Digital Channels To Create Breakthrough Multichannel Relationships by Henry Hartevelt


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The Mobile Web Is Where You Should FocusToday

Serves a majority of customer use cases

Does not require a customer download

Lower development and service costs

Easier to manage the changes happening tothe applications ecosystem

Interesting customer experiences are possible

on the mobile web too


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Build Apps to Drive Brand, Loyalty, Experience,& Enhance Speed

Examine what your brand andproducts and examine if anapplication is needed to supportthat customer experience

Particularly suited to very stickysites with frequent visitors

Other benefits include improvedspeed or the interaction, offline use

If apps make sense, for most it willmake sense to focus on iOS

Largest share of the smartphone market

Simplify execution by focusing


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Measurement: Key Mobile KPIs CloselyMirror eCommerce KPIs

1. Revenue transacted through mobile devices

2. Mobile site traffic

3. Average order value

4. Number of mobile app downloads

5. Number of customers who have opted in for SMS, dailydeals, coupons, etc.

6. Product searches via mobile devices7. Repeat visits/log-ins

8. Mobile site/app satisfaction

*Ranked in order of usage


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Integrating Mobile Into YoureCommerce Environment


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Device/Browser Detection

WAP Site iPhone/ Android

Site

WindowsMobile Site

RegularWebsite

eCommercePlatform / Services

content customer Orders

content content content

orders

Dont make this mistake when implementing mobilewebsites, replicating data & causing mgmt challenges.

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Device/Browser Detection

WAP Site iPhone/ Android

Site

WindowsMobile Site

RegularWebsite

eCommerce Platform / Services

content customer Orders

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Build a scalable approach to serving your mobile websites which leverages your eCommerce ecosystem.


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mCommerce Shopping WebServices

DeviceApp

DeviceApp

eCommerceSites

eCommerce Platform / Services

Mobile WebSites

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And as you develop applications, this same approach isa requirement, leveraging a services based approach.


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Mobile Reporting Structure

Who owns mobile strategy and management within your organization?



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Final thoughts


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is now


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As a result, eCommerce is now

eCommerce


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eCommerce


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Develop an approach where you canserve customers in context

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Context

Content Capability

Customer


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Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.Entire contents 2009 Forrester Research, Inc. All rights reserved.

Thank You

Brian K. Walker

blogs.forrester.com/brian_walker

twitter.com/bkwalker


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Larry Promisel, VP eCommerce

Leads the ecommerce team at Barneys New York

Incredible growth rates at Barneys New York Industry speaker and panelist

Seasoned veteran with luxury ecommerce atBluefly, Coach, and Bloomingdales


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Barneys.com

Going Mobile


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Mobile Assessment

Prior to Q4 2009 Users presented with full site

Mobile presence difficult to shop

Opportunity and landscape

Strategy Compelling presence and brand extension

Upwardly mobile

Easy to shop

Accessible

Mitigate technical and management resources


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Buy or Build?

Several compelling 3rd party vendors Similar offerings Cost & integration Management & resources

Demandware Mutually beneficial

Built in and upgrades Cost and resource effective


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To App or not to App?

Decided on multi platform Cast wide net Build with potential extensions Experience/ branding vs. selling


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Launch Q4 2009

Phase I Full catalog

Active inventory

Intuitive navigation Mimics full site

One handed

Searchable

Tailored images

Secure checkout

Shared cart

Configurable

By device By browser


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Post Launch

Innovate and integrate Phase II Restaurants

Social media Marketing

Google Partners

Email Direct to mobile

Optimize by device Lifestyle Shortcodes/ SMS

Phase III IPhone/ IPad App

Location based Service/ feedback


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Marketing

Email Link - Bberry users Email to promote

Partners Marketing collateral Site


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Analytics

Consider, Measure, Compare Traffic, Sales, Conversion, Average Order

Devices, Browsers, Operating Systems

Marketing Sources

Search

Store Drivers

Loyalty


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Thank You!

Q&A via GoToMeeting

Documents

Demandware Mobile Commerce