Mobile Commerce Tommy Hilfiger

Mobile Commerce Tommy Hilfiger Thomas Nilsson IBM Smarter Business, 2013, Oslo IBM Smarter Business Conference 2013, Oslo My agenda today IBM Smar...
Author: Eustace Manning
5 downloads 1 Views 2MB Size
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

1

2 IBM Smarter Business Conference 2013, Oslo

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

Suggest Documents