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Omni Channel Marketing Conference - Gavin Merriman

Tony Booth
Tony Booth

This document discusses SDG's transition from traditional to agile commerce. It provides tips and lessons learned, including forming a strategy with cross-departmental input, competitive research, and customer validation. Securing executive backing requires participation, an exciting vision, and addressing objections. Implementing an agile framework involves user-centered design, agile development, and establishing an innovation fund. While challenging, transitioning created the right conditions for SDG to win awards, improve sites, and better serve customers across channels.

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Transitioning from traditional channels to agile commerce Tips and lessons learned
one little room and the biggest of plans
Omni Channel Marketing Conference - Gavin Merriman
Wrong Conditions
Right Conditions You need the right conditions
Creating the right conditions Support (above) Culture Support (sides) Framework Support (sides) Resources Support (below)
How do you transform from traditional to agile commerce?
Omni Channel Marketing Conference - Gavin Merriman
SDG Today UKs 2nd largest online retailer Department store with fashion, electricals, home & garden (700+ brands) 贈1.7 billion sales (80% online), 5 million customers, 10,000 staff Winner of retail weeks Non-Store Retailer 2011 (beating amazon & ASOS))
The History
Omni Channel Marketing Conference - Gavin Merriman
What is agile commerce? An approach to commerce that enables businesses to optimize their people, processes, and technology to serve customers across all touchpoints. (Forrester)
Journey has changed
Business needs to changes with it
Where to begin
Creating the Right Conditions 1. Form Strategy Need to formulate a winning strategy Solid, well researched, and validated plan of attack across all levels 2. Get Backing Secure funds and backing Without executive sign off and investment the strategy is worthless 3. Implement Framework Create a structure which empowers change Need to bring blockers into the process and short but bureaucracy
Visit peers, go to shows, speak to vendors If I have seen further it is by standing on ye sholders of Giants
Need a solid plan in order to get senior buy in
1. Form Strategy: 6 tips 1. Professional Treat it like a full business plan After presenting hand out a bound copy of the strategy 2. Company Wide Form cross department working groups Link plan to company vision & values, using facilitators and PMs 3. Competitors Reference market leaders Builds social proof and makes it easier for execs to commit 4. Best Practice Use expert & researched advice The Forresters and Econsultancys have done most the hard work for you 5. Customer Research Ask your own customer base Back up your approach with the words of your customers 6. Validated Use an independent consultancy Get plans validated by a ecommera or practicology
Break strategy into work streams 1. Marketing Attribution 2. Social & Community 3. Mobile 4. Personalisation 5. Content 6. Conversion
Paint a picture of the future
2. Get Backing: 3 tips 1. Participation Get them to contribute Run stakeholder interviews with the board to capture requirements 2. Sell the Vision Make it exciting Paint a picture of them being an award winning innovator 3. Back it Up Cater to the CFO & COO Ask senior finance to co-present and prepare responses to objections
3. Implement Framework
Agile UCD Process with digital board Customers heavily involved in shaping strategy and designs Customers Strategy UX & Design Agile Build Conversion Capturing and evaluating The user experience Active projects drop into Responsible for driving ideas & opportunities from teams then start to build agile work streams based conversion by managing customers, business, and out and test prototypes on prior roadmap the testing program and market with customers prioritisation optimise performance Digital Board
Innovation fund
User Centred Design 1. Discovery & Analysis 2. Design & Build 3. Test & Learn Analytics Review Wireframing A/B Testing Competitor Review Low-fi Testing MVT Testing Customer Research Prototyping Onsite Surveys Stakeholder Interviews Scenario Testing Scenario Testing Personas Stakeholder Sign Off Analytics Review User Stories Build UCD puts the customer first
Agile Development Smaller, faster, more flexible development teams
Why Agile Video
Invest in new 沿鉛温岳韓看姻馨
A lot of effort but worth it in recognition of the transition made
Winner of data driven marketing award
GMG win some, lose some
News site relaunch went well
Job site didnt
Lesson learned, build company wide support
Universal, an entirely different beast
Limited direct contact with customers
Building really engaging and participative artist sites and campaigns
Improving our standalone 壊岳看姻艶
Digital going physical then physical going mobile
First step
Creating the right conditions Support (above) Culture Support (sides) Framework Support (sides) Resources Support (below)
Thanks gavin.merriman@umusic.com

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Omni Channel Marketing Conference - Gavin Merriman

  • 1. Transitioning from traditional channels to agile commerce Tips and lessons learned
  • 2. one little room and the biggest of plans
  • 5. Right Conditions You need the right conditions
  • 6. Creating the right conditions Support (above) Culture Support (sides) Framework Support (sides) Resources Support (below)
  • 7. How do you transform from traditional to agile commerce?
  • 9. SDG Today UKs 2nd largest online retailer Department store with fashion, electricals, home & garden (700+ brands) 贈1.7 billion sales (80% online), 5 million customers, 10,000 staff Winner of retail weeks Non-Store Retailer 2011 (beating amazon & ASOS))
  • 12. What is agile commerce? An approach to commerce that enables businesses to optimize their people, processes, and technology to serve customers across all touchpoints. (Forrester)
  • 14. Business needs to changes with it
  • 16. Creating the Right Conditions 1. Form Strategy Need to formulate a winning strategy Solid, well researched, and validated plan of attack across all levels 2. Get Backing Secure funds and backing Without executive sign off and investment the strategy is worthless 3. Implement Framework Create a structure which empowers change Need to bring blockers into the process and short but bureaucracy
  • 17. Visit peers, go to shows, speak to vendors If I have seen further it is by standing on ye sholders of Giants
  • 18. Need a solid plan in order to get senior buy in
  • 19. 1. Form Strategy: 6 tips 1. Professional Treat it like a full business plan After presenting hand out a bound copy of the strategy 2. Company Wide Form cross department working groups Link plan to company vision & values, using facilitators and PMs 3. Competitors Reference market leaders Builds social proof and makes it easier for execs to commit 4. Best Practice Use expert & researched advice The Forresters and Econsultancys have done most the hard work for you 5. Customer Research Ask your own customer base Back up your approach with the words of your customers 6. Validated Use an independent consultancy Get plans validated by a ecommera or practicology
  • 20. Break strategy into work streams 1. Marketing Attribution 2. Social & Community 3. Mobile 4. Personalisation 5. Content 6. Conversion
  • 21. Paint a picture of the future
  • 22. 2. Get Backing: 3 tips 1. Participation Get them to contribute Run stakeholder interviews with the board to capture requirements 2. Sell the Vision Make it exciting Paint a picture of them being an award winning innovator 3. Back it Up Cater to the CFO & COO Ask senior finance to co-present and prepare responses to objections
  • 24. Agile UCD Process with digital board Customers heavily involved in shaping strategy and designs Customers Strategy UX & Design Agile Build Conversion Capturing and evaluating The user experience Active projects drop into Responsible for driving ideas & opportunities from teams then start to build agile work streams based conversion by managing customers, business, and out and test prototypes on prior roadmap the testing program and market with customers prioritisation optimise performance Digital Board
  • 26. User Centred Design 1. Discovery & Analysis 2. Design & Build 3. Test & Learn Analytics Review Wireframing A/B Testing Competitor Review Low-fi Testing MVT Testing Customer Research Prototyping Onsite Surveys Stakeholder Interviews Scenario Testing Scenario Testing Personas Stakeholder Sign Off Analytics Review User Stories Build UCD puts the customer first
  • 27. Agile Development Smaller, faster, more flexible development teams
  • 29. Invest in new 沿鉛温岳韓看姻馨
  • 30. A lot of effort but worth it in recognition of the transition made
  • 31. Winner of data driven marketing award
  • 32. GMG win some, lose some
  • 33. News site relaunch went well
  • 35. Lesson learned, build company wide support
  • 36. Universal, an entirely different beast
  • 37. Limited direct contact with customers
  • 38. Building really engaging and participative artist sites and campaigns
  • 39. Improving our standalone 壊岳看姻艶
  • 40. Digital going physical then physical going mobile
  • 42. Creating the right conditions Support (above) Culture Support (sides) Framework Support (sides) Resources Support (below)
  • 43. Thanks gavin.merriman@umusic.com