Mobile Commerce Tommy Hilfiger Thomas Nilsson IBM Smarter Business, 2013, Oslo
IBM Smarter Business Conference 2013, Oslo
My agenda today
IBM Smarter Business Conference 2013, Oslo
Introductions & Background Design Walkthrough Drivers and Challenges Approach and Highlights Questions & Close
IBM Smarter Business Conference 2013, Oslo
Thomas Nilsson Portal and Social Business Europe Ascendant Technology, Stockholm Internet Pioneer…
IBM Smarter Business Conference 2013, Oslo
Ascendant Technology We are now part of Avnet group ($26 Billion ) Delivering 360 degree solution (strategy, technology, creative) Over 850 Successful Portal and Collaboration implementations Over 500 consultants worldwide focused on IBM software Active Participation in IBM’s Exceptional Web Experience including authoring several key whitepapers 24/7 Worldwide Managed Services Capabilities for 24/7 Created Rational Automation Framework for WebSphere (RAFW) ISO 9000:2008 Certified ITIL Certified Implemented first IBM Worklight solution in Europe
IBM Smarter Business Conference 2013, Oslo
PVH Corp One of the largest branded lifestyle apparel companies in the world, with a diversified portfolio of iconic lifestyle apparel brands, led by Calvin Klein and Tommy Hilfiger
IBM Smarter Business Conference 2013, Oslo
Background PVH embarked on an initiative with Ascendant to establish a standard corporate eCommerce platform that would scale with their growing portfolio and support multiple brands and geographies. Tommy Hilfiger was the first site to be launched in 2012 Ascendant was also awarded the Calvin Klein Commerce implementation on the heels of a successful launch of the Tommy Hilfiger eCommerce site. Calvin Klein launched in August 2013 with a dramatically new user experience.
IBM Smarter Business Conference 2013, Oslo
Introductions
Design Walkthrough Drivers and Challenges Approach and Highlights Questions & Close
IBM Smarter Business Conference 2013, Oslo
IBM Smarter Business Conference 2013, Oslo
IBM Smarter Business Conference 2013, Oslo
IBM Smarter Business Conference 2013, Oslo
IBM Smarter Business Conference 2013, Oslo
IBM Smarter Business Conference 2013, Oslo
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Online concept demo http://creative.atech.com/sales/samples.html
IBM Smarter Business Conference 2013, Oslo
Introductions Design Walkthrough
Drivers & Challenges Approach and Highlights Questions & Close
IBM Smarter Business Conference 2013, Oslo
Drivers and Challenges - 2011 PVH Multinational retailer with many different brands – Tommy Hilfiger, Calvin Klein + more Advanced marketing content and catalog data difficult to manage Rapid go-live were required due to previous vendor ending service Significant percentage of usa.tommy.com traffic is mobile/tablet based The old site did not provide an optimal user experience on these devices
IBM Smarter Business Conference 2013, Oslo
Strategy Establish a standard corporate eCommerce platform that should scale with growing portfolio and support multiple brands and geographies
IBM Smarter Business Conference 2013, Oslo
Key Functionality Precision Marketing, Customer Segmentation and Sales Catalogs for personalization
With Focus on Sites and not Devices
IBM Smarter Business Conference 2013, Oslo
Provide multi-market and multi everything… 26 E-Sites Inherited Templates Selected flows Selected Languages Per Site Selected Currencies Per Site Delivery Methods Per Site Selected Payment Methods Inherited + Unique Sales Catalogs Price Lists Marketing Promotions
IBM Smarter Business Conference 2013, Oslo
…on consolidated eCommerce platform Conceptual Idea CK Template
TH Template
TH EU Template
Store-level filters and overrides allow for differentiation
CK US
CK EU
Tommy US
Tommy EU
Tommy NL
Tommy UK
Store-level filters and overrides allow for differentiation
TH EU Catalog CK Catalog
CK Marketing
IBM Smarter Business Conference 2013, Oslo
TH Marketing
TH US Catalog
…and consolidated UI approach using responsive design
Cost effective solution Time, Cost and Alignment Favoured Responsive Design
Dedicated Mobile Sites Ruled Out Enormous development effort Complicates marketing and catalog content management
Native Apps Ruled Out For Now Maybe later No extra features for mobile shoppers at the moment IBM Smarter Business Conference 2013, Oslo
Introductions Design Walkthrough Drivers and Challenges
Approach & Highlights Questions & Close
IBM Smarter Business Conference 2013, Oslo
Approach Began with a Proof of Concept Migrated client from GSI to WebSphere Commerce amidst a full site redesign Delivered 9 iterative releases Aggressive rework required after first design from creative firm proved unnavigable in user testing Responsive Design Approach Focus on supporting gestures and smaller screen sizes Desktop first and shrink to fit smaller screen sizes • This was before popular “Mobile first” was invented
Launched less than a year after POC
IBM Smarter Business Conference 2013, Oslo
Lessons learnt Content First - Content Strategy intimately related to Responsive Design “Content teams must be considerate when they craft marketing material regarding how it will manifest on scaled down design” Responsive design is not only about pure UI design UI designers should not take decisions on visibility of key marketing content elements
Mobile First Traditional desktop approach proved unnavigable in user test
IBM Smarter Business Conference 2013, Oslo
Highlights Summary Improved site design and organization for simpler, more intuitive navigation, and improved customer browsing, shopping and management experience Increased PVH’s ability to market, promote, and merchandize products and services Removed IT roadblocks for content, product, and search management. The site is now in the control of the marketing and product teams Ability to scale and perform to meet the needs of PVH’s expanding customer base Additional country and brand sites will be deployed on the foundation provided by the new solution
IBM Smarter Business Conference 2013, Oslo
Future Future phases to leverage more features of native devices Possibly GPS and Wifi localization
IBM Smarter Business Conference 2013, Oslo
[email protected] om @thomasnilssonse
IBM Smarter Business Conference 2013, Oslo
