ripped commerce - how the world's largest sports nutrition store succeeds with endeca

JASON SCHERERVP, ENGINEERING

BODYBUILDING.COM

PETER CURRANPRESIDENTCIRRUS10

ORACLE OPEN WORLD 2015

RIPPED COMMERCE

Bodybuilding.com | Cirrus10 | Oracle 2

Who we areWhat we didWhat’s next?

Today’s Agenda

10/27/2015

WHO WE AREBodybuilding.com & Cirrus10


WE CHANGE LIVES

10/27/2015

We are your personal trainer, your nutritionist, your supplement expert, your lifting partner, your support group. We provide everything you need to burn fat, build muscle, and become your best self. Your transformation is our passion.


MILESTONES

10/27/2015

11 million membersInc. 5000 Honoree (2006-2014)Bizrate Platinum Circle Of Excellence (2010-2015)A+ Rating with Better Business Bureau (2004-2014)Locations: Idaho, Oregon, Pennsylvania, Florida, Wisconsin, Nevada, Dunstable (UK), Costa Rica

Largest online sports nutrition storeMore than 11,500 productsMost visited fitness site in the world29 million unique visitors per monthOver 25 million orders shipped to customers in 155 countries35,000 pages of free content

25,000+FREE ARTICLES

10,000+FREE

VIDEOS

30+FREE

FITNESSPROGRAMS

1.5 MIL+VISITORS PER DAY

160+COUNTRIES

CONTENT

10/27/2015 Bodybuilding.com | Cirrus10 | Oracle 6


4.8 MIL+GOALS SET

100 BIL+LBS LIFTED

2 MIL+LBS OF

WEIGHT LOST

10 MIL+MEMBERS

12 MIL+WORKOUTS

TRACKED

250,000+HRS OFCARDIO

COMMUNITY

10/27/2015


1,200+MONTHLYPROMOS

MOSTPEER REVIEWS OFSUPP PRODUCTS

5,000+PRODUCTS

14,500+SKUS

COMMERCE

10/27/2015

Seattle HQDistributed 50 person teamAll onshore laborEndeca or Oracle partner since 2010Oracle Gold Partner

End-to-end implementationsRelevance tuningArchitecture & process analysisProgram roadmapsUpgrades & migrations

BASICS

WHAT WE DO

Time & materialsFixed fee with risk premiumCost + bonusEasy contractsROI guarantees

OUR METHODS

70+ Endeca Implementations100% ReferenceableB2C and B2BCMS GurusMarquee Presenter at OOW 2014

EXPERIENCE

WHAT WE DIDAdded Experience Manager to ATG to Improve Merchandizing

11

Headless Architecture Program

10/27/2015 Bodybuilding.com | Cirrus10 | Oracle

Bodybuilding.com site evolution & membership growth

1999 - 2011 2012 2013 2014 2015

HTML / PHP Site

ATG Implementation

Endeca

ExM Handlebars

Commerce Improvement Program

ATG Enhancements

Phase

2

1.32M New

Accounts

1.58M New

Accounts

1.86M New

Accounts2.10 M New

Accounts


Convert from contentHelp shoppers succeedImprove experience consistency

Fix global search• Content returned old to new• No merchandizing• Multiple indices

Tailor store search• Better guided navigation• Improved relevancy

Time to market vs. other platformsAlign with ATG/Oracle

The business caseWhy Endeca Guided Search

ATG Search

Google Search Appliance

Solr Search

Products Articles/Site Sub-sites / Apps

10/27/2015


Create composite pages• Cross-promote products/content

Improve merchant control• Provide a palette of templates• Simplify the toolset• Simplify testing

Manage components as pages• Type Ahead

Simplify toolset• Easier onboarding, more nimble

The business caseWhy Endeca Experience Manager

Store Page

Content

PageUGC Page

to

Composite Page

Products

Community

Articles

10/27/2015


Let’s see the transformation!

10/27/2015

Bodybuilding.com | Cirrus10 | Oracle 1510/27/2015

Site Search: Before

1 Hundreds of pages of content are effectively hidden. Visitor must select a silo before jumping off.

2 Boring text-only results inconsistent with the graphical and engaging site. Results are presented in no particular order.

2

1


Site Search: After


Store Search: Before

1 HUGE list of dimensions on every results page.Many of the filters don’t fit the context (e.g. “purity” is not relevant for “protein” but is for “creatine”).

2 Weak disambiguation on popular vague terms

3 Weak control over ordering of the results.Poor results when user specifies SKU level detail (e.g. flavor or size).

1

3

2


Store Search: After


Type Ahead: Before

10/27/2015

1 No type-ahead to help guide the visitor to the right place in very deep content and product sites.

Some users are unaware of site breadth because they avoid search and always navigate to the same place.

1


Type Ahead: After


ProjectJuly – December 2014

Requirements & Design

JUL AUG SEP OCT NOV DEC

Development & Integration

Data

Templates

UI Integration

Comps

Release Prep & Training

Cirrus10:1 Part Time Architect1 Full Time Technical Lead1 Full Time Developer1 Part Time Scrum Master

Bodybuilding.com:1 Part Time Business Rep3 Full Time Engineers1 Front-End Developer


Improved customer satisfaction and conversion

Customers use search more and browse less

Uptick in engagement on templates like top-10 and type ahead

The Results

10/27/2015

WHAT’S NEXT?HEADLESS ORACLE COMMERCE

The Ultimate Templating Flexibility


Inspiration wanes in user transition to storeBring the store to the contentBring products into social conversationGradual increase in merchant controlReduce the expense of constructing experiences

• Javascript skills are simply cheaper than java skills

The business caseHeadless Commerce Architecture

10/27/2015


Evolving towards Headless-ness

First: Commerce Layer• Oracle Commerce (ATG)

Next: Orchestration Layer• Oracle Endeca Experience

Manager

Finally: Commodity Templating• Handlebars

Current Architecture

API/Services

Endeca Assembler MDEX

View Layer

Mobile Apps

Services Layer

JSON

ATG Core

Oracle DB

JSP / DSP

Headless Architecture

ATG Core

API/Services

Oracle DB

Endeca Assembler MDEX

View Layer

Handlebars

Mobile Apps

Services Layer

JSON

Let’s Get Started.

Let’s Get Started.

ripped commerce - how the world's largest sports nutrition store succeeds with endeca

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