web experience management for retailers using alfresco and crafter rivet

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Web Experience Management for Retailers

using Alfresco and Crafter rivet

Thursday, November 3rd, 2011

Rivet Logic Corporation 11410 Isaac Newton Square N. Suite 210 Reston, VA 20190 Ph: 703.955.3480 Fax: 703.234.7711

Presented By Emil Loreto Engagement Director Rivet Logic Corporation

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Agenda

•  Introductions •  Evolution of the Digital Channel •  WEM in the Retail Space •  Building Your WEM Solution •  Case Study

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Rivet Logic Overview

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•  Award-winning professional services: o  Enterprise Content Management o  Web Experience Management o  Social Collaboration and Community Platforms o  Mobile and Cloud

•  Using Leading Open Source Software

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Awards and Honors

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Innovator of the Year

Partner of the Year North America

Overall Innovator Award Solution of the Year Award

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EVOLUTION OF THE DIGITAL CHANNEL

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Evolution of the Digital Channel

Phase Theme Key Introductions of… Web 1.0 Information html, scripting, client/server

Web 2.0 Participation XML, AJAX, syndication, mashups, tagging, user generated content, collaboration, social, cloud, mobile

Web 3.0 Immersion html5, location based services, devices, semantics, augmented reality

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Current or planned deployments for enhancing customer experience

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source: Forrester

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Mobile Commerce Trends

  Retailers adopting mobile is 37% in 2011, up from 12% in 2010 and only 4% in 2009 source: Acquity Group 3rd Annual Mobile Audit

  41% of iPad owners are interested in using it for shopping source: eMarketer

  Projected 40.6 million US Tablet owners in 2012 source: eMarketer

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Evolution of the Digital Channel

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Disruptive Technology Ubiquity

Social Persuasion

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Evolution of the Digital Channel

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From broadcasts to conversations

Extending your brand to social and mobile channels

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Evolution of the Digital Channel

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What are your WEM priorities?

User Generated Content

Communities

Email Campaigns Customer Relationship Management

Ratings Reviews

Location Based Services Product Recommendations

Social Promotion Management Facebook Contests

Twitter Endorsements

Targeted Content

Localization

Polls

Video streaming/downloading

Mobile Product Data Management

Personalization e-commerce

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Evolution of the Digital Channel

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So what does this mean to you?

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WEM IN THE RETAIL SPACE History of the Web Revisited

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The “C” Landscape

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Our Perspective of Web Experience Management

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WEM Foundational Features for Retail

  Web Content Management   Product Data / Catalog   Basic Search   User Generated Content   Analytics

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WEM Emerging Pieces for Retail

  Multi-Channel Publishing  Email Campaigns, Print, Social, B2B, Cloud

  Multi-Context Engagement  Mobile, Location-based Services, Social

  Advanced Search  Sharding, Multi-faceted Navigation + Search

  Customer Relationship Management

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WEM IN THE RETAIL SPACE Defining The Approach

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What are Your WEM Goals?

  Product Data / Content Management  Faster time to market of your product content?  Establish reliable systems of records

  Lean and Agile Marketers  Streamline processes  Consistent Branding/Messaging across channels &

geographies

  Customer Engagement  Multi-context / multi-channel conversation

  Localization & Personalization  Globalization of content

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A Holistic Planning Approach

Initiatives Strategy

Budget Metrics

  Enhance Customer Experience   Increased Conversions   Enable the Mobile Channel   Extend Social Marketing

  Business Model   Messaging &

Engagement Strategy   Content Strategy   Solution Architecture

  People   Processes   Technology

  Conversion   Participation   Entry/Exits   Engagement   Sentiment

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Example: Product Data Management

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Walking through the example:   Goals   Perspectives

  Content Production   Content Delivery

  Solution Architecture

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Example: Product Data Management

  As a product manager… I WANT TO   streamline the product data creation process   collect my product data from multiple sources   enrich it,   and publish to the various channels

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Sample user stories:

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Example: Product Data Management

  As a marketer… I WANT TO   collaborate to create content with 3rd parties   integrate my campaigns across channels

  news articles, Facebook, Twitter, email campaign, living social

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Sample user stories:

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Example: Product Data Management

  As an internal interactive designer… I WANT TO  Automate my workflow  Manage my source material  Make sure my work is applied properly and in a

uniform to the brand

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Sample user stories:

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Example: Product Data Management

  As a stakeholder… I WANT TO  Preview content and make edits prior to publishing  See a dashboard view of key site analytics & trends

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Sample user stories:

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Example: Product Data Management

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Product Data Flow

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Example Solution Architecture for Product Data Authoring

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Crafter Studio Screenshots for Product Data Authoring

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Acme rocket sales promotion Acme After Thanksgiving Sale

Acme Rocket 1000 Series Acme Rocket 2000 Series Acme Rocket 3000 Series Acme Rocket 4000 Series

Acme Hammer1000 Series Acme Hammer 2000 Series Acme Hammer 3000 Series Acme Hammer 4000 Series

Acme Road Runner Tracking System 1000 Series

Acme Flame Torch 2000 Series

Acme Fishing Net

How to Catch a Road Runner

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Example Solution Architecture for Product Data Delivery

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Crafter Engine

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Mobile Options

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FEATURED CASE STUDY Harvard Business Review Store (e-commerce)

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Case Study: HBR.org Store

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  Enterprise-wide content management

  1M+ high value content items   Replaced Documentum and

shared drives   Centralized product data

assembly via Alfresco

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Case Study: HBR.org Store

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UGC ratings + comments Search + Recommendations

Recommendations Engine Custom Checkout Process

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Case Study: HBR.org Store

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Mobile channel delivery

Multi-channel publishing

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Q & A

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