eCommerce Capabilities for Success

4 Essential

The Way Customers Shop Has Changed Forever.Customers now demand easy, seamless, personalized online shopping experiences. They want WHAT they want, WHERE and WHEN they want it – and retailers that have responded are significantly outperforming those that haven’t.

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We have now reached a tipping point where mobile traffic exceeds desktop traffic.

It’s why Google search rankings now penalize web sites that aren’t mobile friendly.

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Mobile is changing digital commerce like nothing before and it has far-reaching implications.

Responsive design is the key to mobile optimized browsing experiences, but not all retailers have the underlying technology to support it, necessitating deeper changes to their eCommerce platform.

The goal?Build for mobile to give customers the experience they expect.

#1 Design for the Mobile Shopper

Customers expect: • Aclearviewofinventoryacrosschannelswith accurate delivery times • FlexiblefulfillmentoptionslikeBOPUS,ship-from-store, express delivery... just to name a few. • Seamlessexperiencesandconsistentpricesacross channels – desktop, mobile, in store.

Overall, 60% of customers expect omni-channel services.

#2 Deliver Omni-Channel Experiences3

#3 Get Personal

88% of consumers say the average retailer does not understand them. Organizations must: • Treat each customer as a segment of one with personalized marketing and merchandising tactics.

• Deliver the same experience —consistently— across everydeviceandchannel…fromfirsttouchtocheckout!

• Give online merchandisers the tools they need to create and manage customer experiences without IT.

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63% of retailers increased their merchandising budget in 2015.Howareyourbudgetandstaffingdedicatedto

online merchandising changing this year?Budget Staffing

increasing decreasing/staying flat don’t know

33%

5%

63%

44%

8%

49%

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More than ever, retailers must think about growing sales beyond existing segments by expanding to new markets and attracting new customers in existing markets. • ExpandtonewgeographieslikeLatinAmericaand China with large growth potential.

• Buildsegmentandbrandspecificsitestoattractnew customers with unique context and experiences.

• Improve time to market with an agile eCommerce platform.

Grow Sales Beyond Existing Segments#4

Are you ready?

Click here to view the Forrester webcast The Essential Commerce

Capabilities That Will Differentiate Your Brand.

1 OmnichannelWinnersoftheTop500:ASurvivalGuideforStore-BaseE-Retailers,20162 IBMU.S.RetailOnlineHolidayShoppingRecap2015TheEssentialCommerceCapabilitiesThatWillDifferentiateYourBrand,Forrester,20163 5

4 EConsultancy, The Consumer Conversation: The experience void between brands and their customers.