5 December 2014

Experiential Commerce Survey: Online Catalogs Are Not Enough … ... So What Is?

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Introduction to the WebinarPlease submit any questions during the webinar through the question window

Glenn ConradtVice President, Global

MarketingCoreMedia

Michael von BodungenExecutive Vice President of

Technical DeliveryCrossView

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5 December 2014

Agenda• Experiential Commerce Survey Results 7

min.• Lessons from the Field and Best Practices 8 min.• Questions 5 min.

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Experiential Commerce Survey

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It is no longer enough to enable an online catalog and transactional eCommerce: Today's marketers want to tell brand and product stories through the deep personalization and contextualization of content and interactive digital experiences.

Content And Commerce: The Odd Couple Or The Power Couple?Peter Sheldon and Stephen Powers

Forrester Research, Inc.November 19, 2013

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3 Key Findings

Growing focus on experiential commerce1Drivers center around revenue and customer perceptions2Many challenges to adoption3

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Growing focus on experiential commerce1

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Drivers center around revenue and customer perceptions2

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Drivers center around revenue and customer perceptions2Goals

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Many challenges to adoption3

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Change in knowledgeand approach

Technology changes are required

Recommendations

Align marketing and e-Commerce goals by mapping out the buyer’s journey across all touchpoints, and identifying “moments of truth” that will guarantee “positive action”.

Start small by implementing change incrementally, apply measurement and optimization techniques to map progress.

Enhance team skills in content marketing, personas development and analytics through cross-training and attracting experienced new hires

Review existing technology assets to understand if the current experiential tools are inadequate or under-utilized.

Ensure experiential tools can be easily used by business users to reduce dependence on IT or external resources.

Invest in technologies that ensure ease of integration, agility and empowered business users.

Partner with system integrators or digital agencies with experience in delivering successful e-Commerce and content management solutions.

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Lessons from the Field and Best Practices

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Experiential Commerce Maturity Steps to a Converged Content + Commerce Model

Org

aniz

ation

al M

atur

ity

CUSTOMER FOCUS

CONVERSIONFOCUS

User ExperienceTRANSACTIONAL EXPERIENTIAL

• Multi-touchpoint

• Global/multi-s

ite

• Brand/content

• Catalog-based

• Price-centric

• Brand exclusion

• Bridge on/offline

• Multi-channel

• Dual experience

• Immersive content

• Visually engaging

• Content “widgets”

ONLINE STORE

SILOED STORE AND BRAND

SITES

DIGITAL EXPERIENCE

HUB

EXPERIENCE-ENHANCED

STORE

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The 4th Integration ApproachBlended Hybrid Delivery

API’sWidget

Session Handling

① Side-by-Side

② e-Commerce-Led

③ Content-Led

e-Commerce-Led Content-LedBlended

REST

e-Commerce Content

Contente-Commerce

e-Commerce Content

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Crawl walk run journey Ensure workflow and approvals as check

points allowing you to avoid pushing out to production when not ready

Leverage tracking and analytics to define ROI

The power of one: Identifying the right system integrator Ensure a blend of UX and technology

expertise Understands the underlying

technology RISK: Engaging an agency that

doesn’t understand your platform Understands business user

requirements Understands your brand

Experiential CommercePutting It All Together

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Questions …

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Many thanks for joining us today!The Experiential Commerce Survey Report will be distributed to all attendees.

Michael von Bodungenvb@crossview.com

Glenn Conradtglenn.conradt@coremedia.com