Digital Disruption of Retail
Jim Mason
Gary Schoch
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2
Offline
Online
Yesterday
96% Offline
4% Online
Today
48% Offline
Tomorrow
9% Offline
43% Web Influenced
25% Offline
75% Web Influenced
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Demise of Brand
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How people used to shop…
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Hard Drives
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Which hard drive should I buy?
Option 1
Option 2
Option 3
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How people shop now…
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Which hard drive should I buy?
Brand A
Brand B
Brand C
96.9% Survival Rate
$199
94.8% Survival Rate
$129
73.5% Survival Rate
$109
Option 1
Option 2
Option 3
Based on real-world experience of 25,000 drives used in a 24/7 data
center by Backblaze.com, Amazon pricing, all prime eligible
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“When quality was hard to predict,
it made sense to stick with a
familiar brand.
But when you can quickly assess
the quality of things, loyalty
doesn’t help consumers as much.”
Itamar Simonson – Stanford Marketing Professor
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Social Proof
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A principal of persuasion:
“People want to follow the lead
of individuals around/like us.”
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Badges
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User Generated Content
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Target Awesome Shop
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Jack threads “Busy Shop”
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But most purchases still happen in stores…
Offline, 91%
Online, 9%
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Social Proof
In-Store
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Social proof in stores used to look like this
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Top Pinterest items highlighted in Nordstrom
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Tagging items popular online
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Social Proof In-Store
Printed shelf labels with online reviews
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Instagram store at the front of NordstromRack
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Equip the sales associate with good information
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Social Proof
In-Store
coming soon
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Tagged hangers
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Digital fact tag
Rating Summary
Live from Website
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Digital fact tag with NFC
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Adobe Screens
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Making it happen
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CONTENT
Content management systems
help marketers deliver a
targeted and contextually
relevant brand experience
across channels.
DRIVE ENGAGEMENT
COMMERCE
Commerce systems tend to
focus on a personalized
shopping experience around a
product catalog to ease the
buying process.
DRIVE CONVERSION
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The Solution – The Award Winning Rosetta Connector
CONTENT + COMMERCE
Deliver personalized and targeted experience to support the customer’s goals
Support exploration when contextually relevant
Enable a seamless experience to checkout
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Rosetta connector options – “who owns the experience”
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COMMERCEDRIVEN
2
CONTENTDRIVEN
COMMERCE
AEM
AEM
COMMERCE
3
HYBRID
AEM
COMMERCE
AUTHORING EXPERIENCE
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1
COMMERCEDRIVEN
2
CONTENTDRIVEN
COMMERCE
AEM
AEM
COMMERCE
3
HYBRID
AEM
COMMERCE
AUTHORING EXPERIENCE
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Content + Commerce
Integration model 1
Integrated Marketing / Store Experience
Commerce-Driven
• The Commerce system owns the entire
customer experience (“owns the glass”)
• Content is requested from the AEM when
needed
Rendering Engine (HTML)
Commerce
Platform
Inventory Catalog/PIM
Payments/Tax/Fraud
Recommendations
• The traditional Commerce approach - the
most mature and least customized of the
approaches
• Best when users are coming to the site
explicitly to purchase, and the products and
their attributes are the star of the show
Commerce And Experience Management
Personalization
Pricing/Promotion
Cart/Checkout
Site Search
Navigation
Restful Web Services
AEM
Platform
Unstructured Content Repository
Digital Content
Asset Management
Content Services
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Case study: Uniqlo
Building the global digital experience
In order to successfully deliver on its mission of Making Affordable , Quality Clothing
for Everyone, Fast Retailing’s CEO mandated that the Company needed “to grown
globally and fully embrace digital … by creating a common and scalable technology
platform, while better understanding the needs of their customer.”
The Solution
•
•
•
•
•
•
Redefine the Customer Experience | Across All Channels
Business Uses In Control | Content, Experience, Speed
Fulfill Anytime Anywhere | Delight the Customer
Store Associate Mobile Assistant | Save the Sale
Customer Experience: Store - Online | Authenticity
Global Insights | Consumer Personalities
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Case study: Uniqlo
The Uniqlo brand re-envisioned across channels – Phase 1
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Case study: Uniqlo
Fast Retailing New Platform - Phase 2 Taiwan
• WebSphere Commerce drives page
rendering with input from Adobe
Experience Manager
• AEM provides unstructured content
and page templates
• WebSphere Commerce fills
information into AEM components
• WebSphere Commerce provides
personalization rules that leverages
WCS user profile information
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Case study: Uniqlo
Business in Control
AEM
The majority of the content throughout the browse
experience is authored and powered by Adobe
Experience Manager (AEM). Structured product data is
powered by WebSphere Commerce (WCS).
WCS
WCS
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Case study: Uniqlo
Business in Control
Product pages are primarily
powered by WCS and business
users have the option in AEM to
add additional content to the page.
AEM
WCS
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1
COMMERCEDRIVEN
2
CONTENTDRIVEN
COMMERCE
AEM
AEM
COMMERCE
3
HYBRID
AEM
COMMERCE
AUTHORING EXPERIENCE
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Content + Commerce
Integration model 2
Integrated Marketing / Store Experience
Web Content Management-Driven
• The Web Content Management System owns the
entire customer experience (“owns the glass”)
• Core transaction services exposed via web
services
Rendering Engine (HTML)
AEM
Platform
Digital Content
Asset Management
Page Templating
• Requires more customization than other
approaches
• Best for sites with lots of rich, unstructured
content and when the purchase transaction is an
outcome of the engaging customer experience,
as opposed to the explicit reason for the visit
Experience Management
Segmentation
Content Targeting
Site Search
Navigation
Restful Web Services
Commerce
Platform
Commerce Services
Inventory
Catalog/PIM
Payments/Tax/Fraud
Pricing/Promotion
Cart/Checkout
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Rosetta Connector
•
Adobe Experience Manager owns
entire user experience (‘glass’)
•
WebSphere Commerce services
manage commerce function
•
Commerce and Content blended
together for a consistent brand
experience
•
Recommended by both
IBM and Adobe
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Connector Home Page
ADOBE EXPERIENCE
MANAGER
WEBSPHERE
COMMERCE
Page Template
Shopping cart
Digital content from
the AEM repository
Top categories
Personalized content and
products based on segments
derived from WCS
Product image and description
overrides from AEM
Client context used for
segmentation
Entitlement
Catalog image and
description from WCS
Product Price
Authentication and
registration
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Seamless integration of IBM Commerce into AEM Authoring
CONTENT FINDER
PAGE TEMPLATE
Marketers drag and drop
images and other digital
content including WCS
products onto
AEM page templates.
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Seamless integration of core IBM Commerce capabilities
Cart
Price
Promotions
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1
COMMERCEDRIVEN
2
CONTENTDRIVEN
COMMERCE
AEM
AEM
COMMERCE
3
HYBRID
AEM
COMMERCE
AUTHORING EXPERIENCE
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Content + Commerce
Integration model 3
Hybrid
• This option defers to the requirements of the
user experience flow: the AEM presents
browsing functionality with the commerce
platform taking over as the flow progresses
toward the transaction
• Requires important up-front strategic decisions
to be made around the boundaries and the
impact on both the users and internal groups
like merchandising and marketing that may end
up working in two set of business tools
• Best for a site where the focus switches between
a non-transactional brand experience and a
commerce experience
Front-End Integration
Marketing
Site
Store
Single Sign-on
“Add to cart”
Rendering Engine
(HTML)
AEM Platform
Page Templating
Rendering Engine
(HTML)
Commerce Platform
Inventory
Catalog/PIM
Brand Pages
Pricing/Promotion
Asset Management
Payments/Tax/Fraud
Segmentation
Cart/Checkout
Content Targeting
Personalization
Site Search
Navigation
Content services
Recommendations
Site Search
Navigation
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Case study: VF Corporation
Vans and Timberland example
Rosetta delivered on the following services:
• Multisite Adobe AEM Implementation
• Integrated with WebSphere Commerce PIM
• MSM strategy for multi-site requirements and blueprint architecture
• Built custom components to support homepage, category landing pages, curation
pages with rich content and product data
• Integrated responsive UI code for optimized website display across desktop,
tablet and mobile including optimized image delivery with Scene7
• Integrated store locator, social photography and Kaltura video functionality from
third parties
• VF Corp selected Rosetta to build the
connection between their WebSphere
Commerce catalogue and to create a
highly flexible authoring experience in
AEM to support a multi-country, multilingual web property strategy.
• Rosetta’s solution allows VF to rely on
proven WCS based commerce
transactions and enables marketers
and content curators to create highly
engaging, content-rich user
experiences in AEM.
• Developed content ingestion process to ingest social content from Facebook,
Twitter, Tumbler and other RSS based sources. Content can be approved or
rejected by authors and further curated to drive story telling.
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Case study: VF Corporation
From creative concept to implementation
Compelling Responsive Design
Flexible Product and Content Curation
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A “Connector” alone doesn’t
create customer engagement
Customer engagement today
simply isn’t possible without
an engine to support it.
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ENGAGEMENT
ENGINE
POWERED
BYBY
ADOBE
MARKETING
CLOUD
ROSETAT NEXUS
ENGINE
POWERED
ADOBE
MARKETING
CLOUD
DATA
LOGIC
EXPERIENCES
MEASUREMENT
Email
Marketing Database
Campaign
Adobe
Campaign
Modeling
Management
Social
Sales Data
360° Customer
Profile
CRM
Customer
Interactions
Product Data
Hygiene
Transactions
Data
Warehouse
3rd Party
Order
Sterling
Management
OMS
Transaction
WCS
Engine
Product Info
Management
Custom
Services
Web
Sales Enablement
Online Storefront
Retail/POS
Social
Media
Performance
Content &
Mobile
Asset Adobe Experience Manager
Management
Adobe
Audience
DMP
Manager
UNKNOWN / ANON
Optimizations
Rules
Adobe Target
Content /
Personalizatio
n
Campaign
Testing
Targeting
Rules
Call Center
Sterling
OMS
Game/Car/
Appliance/IoT
Adobe Media
Media
Optimizer
Monetization
Engagement
Analytics
AdobeAnalytics
Tag Management
API / Service Layer
KNOWN/ENGAGED
Multi-channel
Attribution
Customer
Value
Business KPIs
& Scorecards
Experience
Level
Optimization
Direct Mail
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Come see us at Booth G1
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