ECOMMERCE TOUCHDOWN FOR THE PACKERS

Marisa Schewe Retail Operations Ecommerce Marketing Manager – Green Bay Packers

Matt Skrabanek The “Mailman” Senior Architect – Zilker Technology

Green Bay Packers • • •

History RFP Process Why we chose Zilker and Magento

The Packers History •

Team Founded in 1919

•

The only nonprofit, community owned major league professional sports team in the United States.

Trivia Question Approximately how many people are on the Green Bay Packers waiting list for season tickets?

Answer:

125,000

Packers Pro Shop •

The Packers are 1 of 5 NFL teams that run their own retail operations.

•

Website debut was in 1997 on a custom CMS platform

•

In 2014 we renovated the brick and mortar store at Lambeau Field from 8,500 square feet store to 21,500.

Circa 2000 – via Wayback Machine

Circa 2006

Circa 2013

Pre-Launch March 2016

The Result

RFP Process •

Released in April 2015

•

Evaluation May – July

11 Vendors 4+ Platforms

10 Responses

•

Awarded Zilker Technology late July

4 POC

Zilker

Why Zilker Technology? •

Key strengths as outlined in the evaluation – Multi-Platform Vendor – Experience with Top Tier Retailers – Recommended Magento and did a full demo of front and backend – Strong project team from technical to project management – Detailed response to the RFP covering requirements line by line and full project costs laid out

Project Timeline – Actual Go-Live Mar 23

Understanding the Needs Goals Blueprint

Establishing Goals • • • • • • • • •

Mobile First Ecommerce Platform Content Management Integration with Existing POS System Migration of Existing Data Marketing and SEO Tools Management of Promotions Ease of Maintenance Hosted Solution Decrease Fraud

Meeting Those Goals • • • • •

Magento Enterprise chosen as the content management and ecommerce software platform Zilker Technology to design and implement the solution Ongoing support will be provided. Partnered with Nexcess to host the environment The Approach – – – –

Agile but Flexible Blueprint Phase Iterative Development Frequent Demos

Blueprint • •

Unique Twist on the Agile Approach Why are we here? – – – – –

• • •

History Key objectives Elevator pitch and product box MVP Short term and long term vision

Discover challenges and risks Learn to work together Transparency – everything is documented in a wiki

Elevator Pitch “For Green Bay Packers fans and their friends or relatives who want to shop and research Packers products and services online, the PackersProShop.com provides a unique shopping experience. Unlike other online stores that sell Packers merchandise, it is the official store of the Green Bay Packers, with exclusive products and direct connection to the team.”

Product Box

“Your official team store where you can buy directly from the Packers”

Blueprint Process • •

Kickoff Meeting Sessions with Stakeholders, Business Users, and IT – Out of the box demos

• •

Assess the current system Understanding today and tomorrow’s needs – scalability, mobile, merchandising, marketing, cost reductions

•

Documentation – JIRA & Confluence

• • •

High Level Solution Architecture and UI Design Personas Stories – “As a customer, I want to be able to enter a promotion code to receive discounts” – Think in terms of benefits not features

Implementing the Solution Challenges

Unique Challenges • • • • • • • • • •

Integration with NCR Counterpoint System Design that Showcases the Packers Brand Management of Products and Images Flowers / Personalized Products Exclusive Shareholder Products Gift Cards Packer Partners SEO and Analytics Call Center Requirements Returns*

Integration with Counterpoint •

Flows – Push Orders and Customers – Pull Product, Inventory, and Order Status

•

“Animal Farm” – RabbitMQ • Queues pending orders and customer updates • Hosted on Magento servers

– Mule • The glue that makes it all possible • Magento and AMQP Connector – allows us to interact with Magento and Mule without writing any code

• Error Handling

Design – – – – –

Must adhere to Packers brand guidelines. Promote and honor the history and tradition of the Packers. Responsive and mobile first. Come up with something everyone likes! Final design is a combination of Zilker and Packers influence. UI turned out to be one of the most significant challenges

Brad’s Slides, followed by Sean Demo

Product Migration •

Master SKU and Long SKU – Translated to Configurable and Simple Products – Every product has a configurable and at least one simple

•

uRapidFlow Plugin – Imports Products, Relationships, Categories, Products into Categories, Prices – 8000 Products

•

Incremental Updates – Counterpoint generates a view of changed products – Mule pushes files to Magento Server – Cron kicks off uRapidFlow profiles

•

Images – Custom Script

Flowers and Personalized Products •

Flowers – Inventory managed outside of Counterpoint – Only available to deliver on certain dates – Cards printed with gift message – Can only be shipped next day

•

Personalized Products – Jerseys and Shirts – Custom name and number – Dirty Words Filter

Shareholders • •

Certain Products are exclusive to shareholders Per SEC regulations - Shareholders must remain anonymous – Cannot use customer group or attribute – Validate with certificate number and zip code

•

Separate Store? – – – –

•

Solution was to create a shareholder login Shareholder landing page Shareholder products integrated with others Hide shareholder products from search

Turned out to be a rather simple solution

Gift Cards • •

Customers can buy and use in store or online Counterpoint is the source of record – Do we try to move to Magento?

•

Solution was to rewrite EE Gift Card functionality – Magento makes calls to Counterpoint (through Mule) to check balance

This was another significant challenge

Other Challenges •

Packer Partners – Customers sign up to get a discount on products – Maintained by another system and membership does expire – We validate that user is eligible for the discount at checkout time

•

SEO and Analytics – A major requirement was to maintain top SEO and analytics capabilities – Between Magento EE OOTB and Plugins this is covered.

•

Call Center Requirements – Customer Service had their own set of requirements – Changes made to the way admin site behaves or looks

•

Returns* – Using OOTB Magento EE RMA – Significant work with Mule and Counterpoint for this to work

What’s Next?

Things we want to do • • • • • • •

Enhance the Checkout Process Physical and Virtual Gift Cards Online RMAs* In-Suite Delivery (mobile app) Gift Registry Reflektion (personalization tool) Automated Drop Ship

Trivia

Trivia Question 1 What Green Bay native founded the Packers in 1919?

Answer:

Curly Lambeau

Trivia Question 3 What current player is the Packers all-time leading scorer?

Answer:

Mason Crosby

Questions

Trivia Question 2 What is legendary Running Back Johnny McNally’s nickname?

Answer:

Blood Johnny Blood

Trivia Question 4 The clock on the entrance of Lambeau Field is set to “Lombardi Time” meaning it is set ______ minutes ahead of schedule.

Answer:

15

Bonus Question The Lombardi Trophy replica, located in the Lambeau Field lobby, is the largest ______________________

Answer:

Structure to ever to be chromed

How we got through this project…

Tuesday Night Ritual

Zilker Technology | Who We Are • Zilker Technology is an expert integrator with a focus on digital solutions

• Zilker Technology creates agile user experiences on an adaptable foundation that allows for secure, scalable systems

• Deep & varied Commerce, Portal, Social, Mobile, Business Process and Creative skill sets

• Founded in 2014 and composed of a team of 60 rock stars that have worked together for over 5 years

• Corporate Headquarters in TX with nationwide coverage and global managed services

• Many successful e-commerce implementations