MarketLive Co-Dev.A Business Prospective

Objective

Objective: To present our Co-Dev Business Case from totes-ISOTONER

What we hope to share with you today:

• Director: How we look strategically at Co-Development

• Manager: How you can view the tactics of Co-Development

• Developer: How your part fits into the tactics to make the strategic vision work.

Introduction

Chris ReighleyDirector of

eCommerce

Tony WillettWebsiteManager

Justin RifeMarketingManager

Elizabeth Bordonaro

ContentManager

The totes-ISOTONER eCommerce Team

Situation

• totes-ISOTONER.com launched with MarketLive in 2007• In 2010 Revenue growth was down to 0.7% YoY• Visitors to the site from 2008 to 2010 dropped by 33%

1. Our tool box was empty.2. We were not important to

the organization.3. We did not have a

strategic vision.4. We did not have

resources – internal or external.

Philosophy

If you don’t know what you are looking for, no one can help you find it.Bankie Banx

Yes I am a Pirate, 200 years too late.Jimmy Buffett

If you can dream it, you can do it.

It’s sort of fun to do the impossible.Walt Disney

What are we looking for…..

• First things first, we created a 1, 3 and 6 Year Plan.– We did not ask, we did not negotiate, we presented the plan.– Plan is to grow the D2C business from less the ½% of US

wholesale business to 7-10% in 6 years.

• We got Buy In from the TOP down.– Created a Charter for eCommerce Existence within the

organization.

• We set out to find partners, because we could not do it ourselves.

Save the Holiday

Time Frame – August 2010 through November 2010

EcoSystem: MarketLive, Omniture, Limited Email

• We knew we had technical design issues with the web site, and we did not have the resources to fix them.

• In September, we formed a partnership with DEPLabs to be our development partner.

What did we do:

DEPLabs:• Redesigned Homepage• Redesigned Product Detail Page• Redesigned Checkout Flow

MarketLive:• Integrated Bronto• Launched Mobile Web Site

Holiday 2010 Results

• Visits increased 86% during the Holiday Season• Revenue Increased 127%• Engagement Rate for the month of December was 23.7% (Yes – that is a

real number!)• Conversion Rate for the month of December was 7.21%• Average Order Value went up 10%

EARLY SUCCESS

Be a Pirate……

• After our early success, we worked on our partners DEPLabs and MarketLive to develop our eco system.

Time Frame – January 2011 through April 2011

DEPLabs• Site Refresh – went from 768 pixel width to 960 pixel width• Integrated SLI Systems for Site Search• Integrated Bazaarvoice for R&R, A&A• Integrated ForeSee Results for Customer Satisfaction

Index

MarketLive• Integrated Omniture Genesis with Bronto

Be a Pirate……

Time Frame – May 2011 – November 2011

DEPLabs• Launched Acorn.com Multi-Site• Integrated YourZoom CMS• Launched SearchSide SEO Platform

MarketLive• Integrated MyBuys• Integrated Bronto and MyBuys together• Integrated Akamai CDS

Internal Co-Dev• Redesigned Header & Footer• Refreshed Mobile Site

2011 - The Year of the EcoSystem

So, how did we do this..

1. We have adopted an agile development methodology– Backlog that is tied to customer satisfaction and business results.– Communicate schedule up and down the food chain – DON’T ALLOW SCOPE

CREEP.

2. Create a release schedule– Negotiate the schedule with the people that do the work Empower the

developers to do things in a logical order. Touch it once if at all possible.– ALLOW FOR SCOPE REDUCTION. A good idea on paper may be a bad idea in

code and kill your release.

3. Communicate Roles and Responsibility– Make sure everyone is on the same page. – Everyone needs to understand at a high level the strategies, and the tactics

being implemented – you want your managers and developers to ask why. – Encourage your partners input – honesty and trust is key – it is OK to hear “We

are not going to make it”.– Roles and responsibilities need to be defined before you start – DON’T ALLOW

SCOPE CREEP.

2012 - The Year of Customer Experience

What Makes a Difference

Priorities

Site Performance

Product Images

80% Customer Satisfaction Index

Do the impossible…..

What we are doing in 2012:• 8 Primary Release are schedule for 2012• 5.9.1 Upgrade – including CCOM• Launching US B2B Micro Site• Launching B2B & D2C Micro Sites for Canada• Launching 10-12 Localized Asian Multi Sites• Integrating the Manzella Brand

The WEATHER PROJECT• Integrating IP Routing for Geo Locations• Integrating Weather Feed (current, 3 day, 5 day and 7 day forecast)• Segmenting visitors based on weather• Changing displays to be weather related:

– Rain– Cold– Not

Do the impossible…..

You can blow this up too…..

Contact Information

Chris Reighley

Director of eCommerce

totes-ISOTONER.com

Acorn.com

chris.reighley@totes.com

(513) 682-8375