bringing content and commerce together (presented by ania hentz at ez conference 2016)

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eCommerce

Bringing Content and Commerce Together

eZ Platform andsilver.eShop

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eCommerce

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� What customers expect

� Where the industry is today

� Opportunities

� eZ and eCommerce

� Technology perspective

� Content & Commerce with eZ and silver.eShop

Agenda

CEO and Co-Foundersilver.solutions

Chief Product & Marketing OfficereZ Systems

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eCommerce

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Content & Commerce

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eCommerce

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Change in expectations

Customers expect a good user experience, meaning a single touch-point for all

steps of a Customer Journey: explore, seek instruction, purchase,

“Experiences are more important than products now. In fact, experiences are

products,” (Brian Solis in his book “X: The Experience When Business Meets Design.“

Content & Commerce

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eCommerce

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Customers needs

This is Andrey.

His electric shaver just broke down.

Content & Commerce

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eCommerce

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6 Top Reasons to Bridge the Commerce and Content Divide

� Unify experience between website and e-commerce across channels

� Deliver significant and engaging personalized customer experiences

� Increase conversion by offering products and product-related content at all

stages of the customer journey

� Boost your sales

� Strengthen your brand

� Lower the cost of maintenance

Content & Commerce

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eCommerce

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Content & Commerce

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eCommerce

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The Two Site Syndrome

“Many corporate websites today suffer from “two site” syndrome —

segregated brand marketing (.com) and commerce sites (store. or

/store) that are poorly stitched together (if at all).“

(Peter Sheldon and Stephen Powers „Content and Commerce: The Odd Couple or the Power Couple.“ Nov.

2013, Forrester Research, Inc.)

Content & Commerce

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eCommerce

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Commerce Content

Content & Commerce

“Here’s what our product can do

and Here’s what you can do with our product.”

Jason Fried, the author of “Rework”

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eCommerce

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Content & Commerce

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eCommerce

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Challenges: organizational structureswith separate teams

� Content Driven

Vs.

� Revenue Driven

Digital Transformation

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eCommerce

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Content & Commerce

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eCommerce

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Bring together two worlds for a splendidconversion rate

Combine the existing content and knowledge with the products and sales.

Convince your customers with expertise and a consistent presentation.

Content & Commerce

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eCommerce

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The icing on the cake: User GeneratedContent

Content & Commerce

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eCommerce

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Content & Commerce

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eCommerce

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Content & Commerce

Fine Tools

Expert consulting

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eCommerce

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Content & Commerce

Reebok

Create emotion

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eCommerce

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Content & Commerce

Added value through practical tipps

Rossmann

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eCommerce

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Content & Commerce

Kauf Dich glücklich

Trends to inspire

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eCommerce

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Content & Commerce

Lush

Background information

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eCommerce

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Content & Commerce

Peterwerth.co.uk

User Generated Content

eZ ande-Commerce?

www.ez.no

A bit of history

• A Web development platform,

www.ez.no

A bit of history


• A Content Management Solution,

www.ez.no

A bit of history



• With Ready to use e-commerce features,

www.ez.no

A bit of history



• With Ready to use e-commerce features,

• And a much more flexible and extensible

approach than shop systems

www.ez.no

TITLE

ENDED UP THERE…

www.ez.no

so what kind of Platform

Should eZ be?

www.ez.no

eZ Platform is not…

• A turnkey shop system

www.ez.no



• A library of e-Commerce features and components

www.ez.no



• A library of e-Commerce features and components

• A company of experts in e-Commerce

www.ez.no

eZ Enterprise can be used for…

• Managing Product Information and

Catalogs

www.ez.no


• Managing Product Information and Catalogs

• Managing Product related structured and editorial content

www.ez.no




• Building Unique Commerce Digital Experiences

www.ez.no




• Building Unique Commerce Digital Experiences

• Providing Personalized And Recommended Content to Maximize Revenue

www.ez.no

Our focus at eZ

• Content Management

www.ez.no

Our focus at eZ


• Content Delivery

www.ez.no

Our focus at eZ



• Content Personalization

www.ez.no

Our focus at eZ



• Content Personalization• To let You Build Content-driven Digital

Experiences… including e-Commerce ones

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eCommerce

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Content & Commerce

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eCommerce

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Different approaches

A CMS has to deal with

content

Technology

A shop has to deal with

transactions and products

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eCommerce

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There are different approaches on the market when it comes to content & commerce

� Side by side solution

� Shops with small content features

� CMS with simple shop features

Technology

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eCommerce

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What are the challenges when content meets commerce?

� Users: Two user databases and roles and rights

� Search: no common search - different search engines or databases

for content and products

� Design: Two different template sets

� Administration: Editors have to work with two systems

� Development: Two products, two vendors, compatibility issues /

versions

Technology

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eCommerce

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Solution – one platform for CMS and e-commerce

� eZ and silver.eShop - ecommerce

solution and CMS in one

- based on Symfony full stack

Technology

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eCommerce

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eZ CMS and silver.eShop are sharing

Technology

� Users

� functionality

� Common search

� Content & Products

� E-commerce Templates and Design

� Backend

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Content & Commerce

Content & Commerce witheZ andsilver.eShop

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eCommerce

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Content & Commerce

One backend

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eCommerce

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Content & Commerce

One Search

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Content & Commerce

One Frontend

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eCommerce

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Advantages for the shop owner

� Building a seamless Customer Journey

� One platform to build with

� One platform to maintain and optimize

� One platform to use

� Designed for extensibility

Technology

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The benefits

� Seamless user experience: no break between content and shopping

functionality

� Seamless editors experience: The editors can combine products and

content as they like.

� Seamless technical platform: less maintenance costs, less hosting

costs

Technology

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eCommerce

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Content & Commerce

Content & Commerce on one platformwith eZ platform and silver.eShop

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eCommerce

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Questions?

Content & Commerce

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eCommerce

www.ez.no www.silversolutions.de

Vielen Dank