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29-30 April, 2015 | ICC, ExCel, London
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Reinventing customer engagement with Experience-driven Commerce
Errol Denger | Director, Adobe Commerce
Gary Schoch | General Manager, Rosetta Global Commerce
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Errol Denger
Director of Commerce
Adobe
Gary Schoch
General Manager, Global Commerce Lead
Rosetta
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1
A Systematic
Approach to
Innovation
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
Case studies
Innovating
Engagement
3
Experience-Driven
Commerce
Every company wants to create a unique
and defensible market position.
But is this even possible anymore?
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6
#AdobeSummit @ErrolDenger @Rosetta
Creative destruction is eroding competitive
For
use with full-screen
imagesthan
or diagrams
that look good on black
advantage
more rapidly
ever before.
Fast followers with streamlined cost
structures have taken reverse engineering to
a new level resulting in faster, and even
better, copycats.
Barriers to entry are diminishing providing
lean startups with unprecedented access to
disruptively innovate markets.
The world is flat, and continued
deregulation coupled with increasingly free
trade has virtually eliminated the forces that
historically sheltered markets.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7
#AdobeSummit @ErrolDenger @Rosetta
Continuous
Disruption
Internet Speed is here…
and it keeps accelerating
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
8
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The End of Competitive Advantage
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
9
#AdobeSummit @ErrolDenger @Rosetta
For use with full-screen images or diagrams that look good on black
In a world where
97.8% of the value of
innovations goes to
imitators you must
rewrite the rules
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
10
#AdobeSummit @ErrolDenger @Rosetta
Traditional models are no longer valid in today’s hyper-paced market
Innovators
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Early
Adopters
Early
Majority
Late
Majority
Laggards
#AdobeSummit @ErrolDenger @Rosetta
Traditional models are no longer valid in today’s hyper-paced market
Shorter Lifecycles require
Iterative Innovation
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ErrolDenger @Rosetta
Modern differentiation requires continuous monitoring of the market environment and the
agility to iteratively innovate
Iterative Innovation
Innovation
Transient Advantage
Wears off
Pivot and
reinvent
Innovation
In-cycle
Iteration
Pivot and
reinvent
Each iteration establishes a transient
advantage that must be harvested and
pivoted to create your next strategic
advantage
Continuous and systematic innovation will enable you to simultaneously exploit multiple
transient competitive advantages
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
13
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This methodology requires a
fundamentally different approach…
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
14
#AdobeSummit @ErrolDenger @Rosetta
Analysing the world’s leading disruptors reveals not only an organisational culture that
rewards continuous re-imagination, but more importantly, adherence to a methodical
approach to innovation.
“It’s almost impossible for a company to call it
correctly every time. What matters, though,
when you have been taken by surprise or
something negative occurs, is what you do
next …” Rita McGrath
Analytics
Ω
“In my experience, the way invention,
innovation, and change happen is a team
effort…. You develop theories and
hypothesis, but you don’t know if readers will
respond. You do as many experiments as
possible”.
Jeff Bezos
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Systematic
approach to
innovation
Experience
Manager
Experience-Driven
Commerce
Target
#AdobeSummit @ErrolDenger @Rosetta
Best Practices and Case Studies
Ω
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ErrolDenger @Rosetta
After 106 years in business,
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
©2015 McGraw-Hill Education. Confidential and Proprietary. Not for redistribution.
Disruptive technology and shifting consumer behavior
Text book with
digital access and
supplemental
materials
Text book
Course building
based on smaller
components of
digital content
FUTURE
Textbook with
other
supplemental
print materials
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
©2015 McGraw-Hill Education. Confidential and Proprietary. Not for redistribution.
100%
digital
18
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
©2015 McGraw-Hill Education. Confidential and Proprietary. Not for redistribution.
19
Project Vision
A world class, singular ecommerce
and digital publishing destination for
finding and accessing learning
solutions that delivers a personalised
customer experience.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
©2015 McGraw-Hill Education. Confidential and Proprietary. Not for redistribution.
Challenges to Overcome

5 different business units that had all been
working in silos

Different ecommerce and content systems
spread all over the world

Each site had its’ own distinct technology
stack; no commonalities

Complex back office systems and processes

Customer data scattered

No content management process and
governance

No consistent web analytics

Not optimised for mobile
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
©2015 McGraw-Hill Education. Confidential and Proprietary. Not for redistribution.
Addressing changing customer expectations
Thought
Leadership
Company
Info
Just
for fun
Tablet
Strong
Product
Content
Search
Loyalty
Programs
Content
Commerce
Mobile
Demonstrated
Efficacy of
Products
Experience
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
©2015 McGraw-Hill Education. Confidential and Proprietary. Not for redistribution.
22
Easy
Navigation
Product
Ratings
Personalisation
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
24
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
25
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
26
Results
Launched a new brand strategy led by mobile optimised
website for Higher Education market in 123 days
4% conversion rate
22,740 visits to our ideas content section with 28,988
unique page views
50% growth in traffic from non-desktop devices
+
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
©2015 McGraw-Hill Education. Confidential and Proprietary. Not for redistribution.
REINVENTING EXPERIENCES WHERE MINUTES COUNT
28
WHERE TO BEGIN | INTELLIGENCE
This means going beyond demographic and behavioral
segments to understand needs, attitudes, and personalities.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ErrolDenger @Rosetta
Reprioritising Your Customers
Through Personalised Brand Experiences
CREATING
PERSONALISED
1BILLION
EXPERIENCES FOR 40 MILLION
GAMERS
ONE DAY SALES
30
01 Engagement
Model
02 Triggers
03 Targeted Communications
04 Gameplay
Increase
350% ROI
Hours Played
01
03
700,000
Targeted Communications
02
$1B
7 Trillion
Data
Points
per Day
Launch Day 7
Targeted
Engagement Play
04
Typical
Game Play
Game Lifecycle
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PERSONALIZED COMMUNICATIONS
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32
OVERALL RESULTS
Personalised email extended the impact
by generating Social Engagement
522%
return on
investment
$66M
Incremental microtransactional revenue
#AdobeSummit @ErrolDenger @Rosetta
33
CASE STUDY: CONSUMER PRODUCTS AND RETAIL
Uncovering Market Opportunities
Through Insights
+
=
st
1
scalable integration
UNLOCKING CUSTOMER MOTIVATIONS
FASHION
STYLE
PERSONAL EXPRESSION
Rosetta uncovered five distinct consumer segments with key
contrasts in motivations for wearing apparel and their level of
engagement with fashion, style and self-expression.
These segments served as the basis for a next-generation marketing strategy.
#AdobeSummit @ErrolDenger @Rosetta
ROSETTA SYNDICATED SEGMENTATION
Shopper Segments are based on attitudes around shopping dynamics and use of technology to
support shopping
DRIVING DIMENSIONS
SHOPPER SEGMENTS
Shopping Enjoyment
Function vs Fashion
Importance Of Brand
Deal Seeking
Impulsivity
Engagement With
Marketing Activities
Engaged
Fashion-Forwards
Independent
Browsers
Savvy
Super-Shoppers
Bargain
Hunters
Shopping
Avoiders
14%
11%
18%
17%
18%
Segment Incidence
Segment Incidence
Segment Incidence
Segment Incidence
Technology Use In Shopping
CP&R Omnichannel Segmentation, Sept 2013. Target Sample: US Recent Apparel Purchasers N=579
#AdobeSummit @ErrolDenger @Rosetta
Segment Incidence
NOW, FOCUS YOUR EFFORTS
01
From 5 to 2 based on
economic value to
the retailer.
Engaged
Fashion Forwards
Savvy
Super-Shoppers
14% OF CONSUMERS
18% OF CONSUMERS
ECONOMIC VALUE TO RETAILER
ENGAGEMENT VALUE TO RETAILER
SHOPPING ENGAGEMENT
02
Common interests in
fashion over function
FASHION VS. FUNCTION
IMPORTANCE OF CLOTHING
BRAND
DEAL SEEKING
03
Differences in deal seeking
and impulsivity
IMPULSIVITY
ENGAGEMENT WITH MARKETING
ACTIVITIES
USE OF TECH IN SHOPPING
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ErrolDenger @Rosetta
37
INFUSING INSIGHTS INTO THE EXPERIENCE
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BRINGING INSIGHTS TO THE TABLET
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BRINGING INSIGHTS TO THE TABLET
#AdobeSummit @ErrolDenger @Rosetta
BRINGING INSIGHTS TO MOBILE
#AdobeSummit @ErrolDenger @Rosetta
Key Results
WW Revenue Goal
by 2017
Sales Surge last
Quarter
Profit Margin
Conversion Rate
$17B
+15%
+5%
+
#AdobeSummit @ErrolDenger @Rosetta
#AdobeSummit @ErrolDenger @Rosetta
BUILDING THE DIGITAL ENTERPRISE
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
44
Bringing Uniqlo Brand Re-Envisioned on Mobile
#AdobeSummit @ErrolDenger @Rosetta
Omni-Channel Engagement | In-Store Magic Mirror
Taiwan Site
eCommerce
eCommerce
Content
Adobe AEM
WebSphere Commerce
Sterling OMS
85+ System Integrations
eCommerce
–
–
–
–
Content Management
Rosetta Leads Global Re-platform
• Adobe AEM Content Driven Commerce Engagement
• 200 Team Members – 6 countries
• Innovation, Design, Delivery, Appl. Managed Services
• 15 Core Systems
Results YoY
Phase 1 USA Results | Adobe AEM Legacy Commerce Platform
Revenue
Visits
Average Order Value
+106%
+53%
+22%
Conversion Rate
+9.7%
Phase 2: FIRST 45 DAYS Results: Taiwan Re-platform – Adobe AEM + IBM Commerce
Revenue
Visits
Average Order Value
+55%
-1%
+17%
Conversion Rate
+34%
+23 bps
#AdobeSummit @ErrolDenger @Rosetta
Experience-Driven Commerce
SOLUTIONS
MEDIA
OPTIMIZER
CAMPAIGN
SOCIAL
EXPERIENCE
MANAGER
TARGET
ANALYTICS
PRIMETIME
AUDIENCE
MANAGER
CORE SERVICES
PROFILES &
AUDIENCES
PLATFORM
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ASSETS
ACTIVATION
MOBILE
EXCHANGE
COLLABORATION
Data & Content
#AdobeSummit @ErrolDenger @Rosetta
USER MANAGEMENT
& ADMINISTRATION
*New Announcements* in Experience-Driven Commerce
LISTEN
•
•
Deeper insights across omnichannel shopper journeys by
exposing Customer Attribute data into AMC
Predictive insights automatically uncovers meaningful shopping
behaviors and anomalies to create new segments and expose
them in Commerce Context Hub
DELIVER
Improved Digital Shopping Experiences Across Channels with better
landing page, product collections, improved checkout, payment
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
PREDICT
Adobe Target Premium has reinvented Recommendations with over
50 new features making it easier than ever to optimise shopper
engagement—across Web, mobile app and email.
ASSEMBLE
New integrations with Creative Cloud and PIM
Create richer commerce experiences using the new Commerce
Context Hub
#AdobeSummit @ErrolDenger @Rosetta
Experience-Driven Commerce Partnerships
New
Improved
New
New
Improved
In Progress
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ErrolDenger @Rosetta
Q&A
Errol Denger
Gary Schoch
Director of Commerce
denger@adobe.com
Twitter: @ErrolDenger
General Manager
gary.schoch@rosetta.com
Twitter: @Rosetta
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
52
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