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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: [email protected] Jess Iandiorio: [email protected]
For more information: [email protected]
