best practices for launching an enterprise business on magento
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TRANSCRIPT
Best Practices for Launching an
Enterprise Business on Magento
Ken Bausch
VP, Consumer Direct
Oneida Ltd
Rich Lyons
CEO & President
Lyons Consulting Group
Background: What is an Enterprise Business?
Preparation
Picking the Right Partner
Launch
Results
Future Plans on Magento
Summary
Questions & Answers
Agenda 2
background: what is an enterprise business?
“An undertaking, especially one of some scope, complication, and risk.”
Revenue
High Traffic Volume
Aggressive Growth Plans
Large Integrations
Customizations
Multiple Business Units
Multiples Sites
Enterprise 4
Incorporated in 1880, Oneida Ltd. is one of
the world’s largest design, sourcing and
distribution companies for stainless steel
and silver plated flatware for both the
consumer and foodservice industries.
The company originated in a utopian
community established in the mid-
nineteenth century, and has had a strong
reputation for quality and "Perfectionism"
since that time.
Oneida was ranked as the number one
tabletop brand in the 2009 bi-annual survey
conducted by Home Furnishings News.
The rankings recognize top brands in
consumer familiarity and popularity. In
addition to receiving first place in the
tabletop category, Oneida was ranked 23rd
among all housewares brands, jumping
from 39th place in 2007
Oneida Background 5
Oneida launched the first version of
Oneida.com as an informational site in
1996. We were one of the first tabletop
companies to establish an online
presence.
Over the next decade, Oneida.com evolved
as primarily an informational site and
began tentatively selling direct to
consumers. We fell behind our leading
tabletop competitors who had moved more
aggressively into direct selling.
In May 2006 a significantly redesigned
Oneida.com launched with full electronic
commerce functionality. The site was an
immediate commercial success with
significant sales and traffic increases
versus prior years. Oneida.com was
recognized by inclusion in Internet Retailer
Magazine's list of 'Hot 100' Web sites for
2007 and won a Bizrate Platinum Circle of
Excellence Award reflecting overall
customer satisfaction with Oneida.
Oneida Background 6
In 2009, Oneida.com recorded
very strong sales growth,
outpacing the industry and
our competitors
Revenue = trending to 8-figures
High Traffic Volume = mid 7-
figures annually
Aggressive Growth Plans =
double sales by 2012
Large Integrations = SAP,
WMS, CRM
Multiple Business Units and
Sites = Food Service (B2B),
International
Oneida Background 7
Oneida before Magento 8
Limited by Legacy Platform
• Our 2006 eCommerce partner had
done a good job getting us up to
basic eCommerce standards.
• Limitations became clear in Q4
2009:
• Solution was customized and
challenging to maintain and
modify, making it difficult to
meet our changing business
requirements
• Adding new functionality, such
as PayPal acceptance, was
time consuming and costly
• Performance issues
• Shared database
Oneida before Magento 9
Requirements for New Platform
• Industry leading eCommerce
shopping and customer experience
• Site management tools and ability
to optimize business
• Full contact center/call center
functionality
• Integration to SAP platform
• Ability to support both business to
consumer (B2C) and business to
business (B2B) transactions
• International capability
• Potential to customize utilizing
internal resources to meet any
unique business requirements
preparation
Research and Platform Selection 11
Very broad selection process
• Looked at all business models: license, SaaS,
managed, full service
• Reviewed multiple vendors including incumbent
Short list firms
• eCommera/Demandware
• Hybris
• iCongo
• Venda
Chose Magento/LCG solution
• Value
• Flexibility
• Scalability
• Personalization
• Promotions
Project Objectives 12
Create a comprehensive new Oneida.com that will:
• Maximize direct sales revenues
• Retain and/or expand upon the best functionality of the current
Oneida.com site
• Interpret use case scenarios to accommodate the needs of
disparate users performing disparate tasks
• Consolidate customer relationship data and provide self-service
tools to modify and update preferences
• Romance the consumer with compelling content that relates to her
aspirations and communicates the rich history of the Brand
• Incorporate key Brand identity elements (logo, font, color palette,
photographic style) to communicate a consistent message online
Dedicated Oneida Team 13
Need for Speed
• Critical to have a new platform live prior to Q4
• Dedicated internal team to project
Project Leader
• Andrew Ruggeri – Director of eCommerce
Executive Sponsorship
• Ken Bausch – VP, Consumer Direct, Andrew Church – CFO
Cross-Functional Team
• Melinda Perry – SAP SME
• Ginny Freebern – Customer Service SME
• Ryan Laurey – Web Designer
• Amy Loughran – Category Merchant
• Michael Ziemba – Manager of Technology & Infrastructure
picking the right partner
Partner Selection 15
Experience
• Executive sponsor had prior experience with LCG implementing an
enterprise integrated SaaS eCommerce solution on time and on
budget (Reader’s Digest)
• LCG experience with consumer brands
Full Solution – LCG Commerce
• Creative Design
• Development
• Integrations
• Customizations
• Hosting
• Monitoring & Support
Scalability
• Able to grow with Oneida
LCG Commerce – Powered by Magento 16
Robust and Flexible
• A complete solution
• Fully customizable and extensible
• Based on open-source Magento
• Enhanced by lyonscg
• Delivered in a SaaS model
• Supported and updated by lyonscg
• Quarterly review meetings
The lyonscg Advantage
• Best practices & expertise
• Allows you to focus on marketing &
promotions instead of technology
• The lyonscg guarantee
Full Solution Capabilities 17
Audience Mapping
UX Specifications
(Wireframes)
Navigation Design
User Interface Design Technology Design Site ConstructionEnhancement, Support
and Maintenance
Visual Design Systems
Content Analysis
Data Definition
Inventory Management
Order Management
Promotions/Image
Management
Third Party System
Integration
Analytics & Reporting
Site Construction Plan
Construction/Critical
Path
Methodology Definition
Project Plan
Test Plan
Support Plan
Hosted Service &
Support 24/7
Support Contracts
Client Readiness
Quarterly Strategy
Reviews
eCommerce Strategy
SaaS Model Solution
Creative Design 18
Discovery, analysis and User-centered Design approach
Project Management & Support Tools 23
• Project management &
collaboration portal for lyonscg
clients during implementation
• Project documentation
• Task assignment
• Issue tracking and management
• Document repository and archive
• Complete visibility and
transparency for lyonscg and
clients
• Transition to Operations Support
Center (OSC) post-launch TeamView Screen Shot
launch
Transformative Event 26
Sales and Traffic
• Oneida.com sales had reached a plateau in September
• Immediate increase in site traffic and conversion
• Decline in bounce rate
• Increase in goal conversions
Customer experience
• Best in class tabletop site
• Site content, multiple images and attributes facilitate selection process
• AJAX cart
• Time spent on site down slightly, but “global conversion” up
• Holistic visibility to customer service levels
Scalability
• Processed more than 10,000 contact center transactions in Q4!
• Performance improved as load increased
Transformative Event 27
Instant Reaction - Internal
• Oneida.com has never been faster and more responsive.
• Amazing, remarkable, awesome!!! This is what makes all the time
and effort worth it.
• The image on the homepage is now pretty much all 3 – a product
hero, good brand representation and promotion.
• We’re starting to kick some ___ down here.
Instant Reaction - External
• Just received my new Oneida flatware and mixing bowls – so excited.
They look even better than the picture online. The process was
super easy and my order was shipped and received quickly.
• You actually improved your search ranking with your new site launch,
this is extraordinary as most of my clients experience a disruption
• Your website didn't even break a sweat handling the load.
• The new website rocks.
Launch 28
User Acceptance Testing (UAT)
• Full team process – all departments
• Importance of dedicated team
Admin Panel Training
• Happens throughout the implementation
• Revisit and refresh before launch
Production Load Testing
• Anticipate maximum traffic/volume
• Automated tools to determine break point of site prior to launch
• Build infrastructure accordingly, with planned scalability
Post-launch Support
• Project team and support team ready and waiting
• Operations Support Center (OSC) processes and procedures
• Enhancements and upgrades
Post–Launch 29
Slickdeals.net promotion
• Tens of thousands of incremental
unique visitors
• 2 days after launch
• At peak, more than 2,500
concurrent customer sessions
Bend, but Don’t Break
Scale, Scale, Scale
PCI Compliance – Trustwave
Certification
results
Results 31
An explosion of traffic and sales
• Q4 metrics exceptionally strong
• Record site traffic and sales
• Increased overall site conversion rate
• Average order value increased in core customer group
Enabled creative and timely promotions
• Customer groups
• Complex discounts
• Kits and product bundles
• Personalization
Improved Execution
• Visibility to key metrics/status
• Virtual elimination of chargebacks/uncollected accounts
future plans on magento
Future Plans 33
51Commerce
• International orders
Oneida UK
Oneida Food Service (B2B)
Additional Categories
• Jewelry, Child & Baby Gifts
Implement Additional Features
• Reward points program
• Gift Certificates/Cards
• Personalized landing pages
Future Plans 34
Deliver Brand Enhancing Content
• Utilize flexibility of platform and
personalization to build brand while
maintaining sales and profit results
Social Media Integration
New retail concepts
• Invitation/flash sales sites
Continuity program/recurring
payments
Gift/Bridal registry
• Multi-channel integration with
wholesale accounts and partners
Assisted selling
summary
Summary 36
Myriad of eCommerce platform choices
• Many good choices in the marketplace with varied business
models
• A great time to select and implement a new platform
• Integration is a critical success factor for enterprise businesses
Choice of people and culture as much as technology
• Software vendor
• Implementation partner
• Ongoing support
• Culture of constant improvement
New platform can transform your business
• Customer acquisition, conversion and retention
• Enables organizational transformation
• Customer centricity
• Personalization
questions & answers
thank you
Ken Bausch
VP, Consumer Direct
(315) 361-3788
Rich Lyons
CEO & President
312.506.2015