Case Study: How a Scalable E-Commerce
Platform Supports Growth
Featuring:
Steve Miller, Xcentium;
Randy Higgins, Insite Software
Moderated by:
Jenel Stelton-Holtmeier, Modern Distribution Management
Sponsored by:
• Introduction – Jenel Stelton-Holtmeier
• Presentation – Steve Miller and Randy Higgins
• Q&A – All
Webinar:
How a Scalable
B2B E-Commerce Platform
Supports Growth
Randy Higgins Vice President, Customer Growth Services at Insite Software Steve Miller Co-founder and partner at XCentium SPEAKERS:Welcome!
Steve Miller Co-founder and partner at XCentium Randy Higgins VP, Customer Growth Services at Insite SoftwareNerium International
Nerium International is a high growth Dallas based skin-care company producing age-defying skin products.
• Presence in USA, Canada and Mexico
• Rapid international expansion
• Existing platform did not support scalability or speed to market required for business plans
• Sitecore Experience Platform and Insite Commerce
selected as core platforms to enhance and integrate to the existing Nerium technical architecture
• The result is a highly integrated lingual,
multi-cultural, multi-site solution to support Nerium’s business growth under a common architecture
Business Requirements
• Highly Scalable Solution• High Peak Transaction Load • Micro – sites for Distributors • Customer Service Portal • Distributor Portal
• Back Office Functions • Multi-lingual
• Multi-currency
• Highly Complex Systems and Integrations • Distilled into Simple Solution
Benefits for Nerium
• Standardized platform based on bestof breed systems
• Scalable architecture supporting rapid growth in markets, transactions and traffic
• Reusable concepts and components decreases development and
maintenance needs
• New countries can be supported quickly by reusing existing resources and adapting to local content,
products and business rules • Multilingual implementation in
Sitecore – easy to manage language versions
• Best of both worlds: Sitecore CMS and Insite Commerce
InsiteCommerce
• High availability design (99.99999% uptime)
• High traffic website (1,000 concurrent users)
• Subscription management
• Custom pricing based on user order history
• Product Bundling w/ discounts
• Multiple shopping funnels depending on customer type, country and context • Each country has individual products,
pricing and business rules
• Insite handles commerce logic and serves Sitecore with product and pricing information
• Sitecore controls presentation, redirect logic, business rules and shopping funnels
High Level Architecture
• Sitecore is responsible for all public facingweb sites
• Solution is MVC based
• Sitecore integrates with Insite as backend shopping engine for product and
catalogue data, customer information, pricing, promotions, tax rules and all other commerce related information
• Exigo is system of record and acts as combined ERP and CRM system in the solution
• Insite integrates with Exigo for account creation, information and management, credit card processing, subscription
fulfillment, pricing and product information
Sitecore Insite Exigo OBEC Produ ct Sync Account Creation (web services) Credit Card Processing (web service) Subscription Fulfillment (Insite and web services) Pricing Refresh with Insite WIS (Daily) Product Refresh with Insite WIS (Daily) Account Refresh with Insite WIS (Daily) Order History (Web service) BackOffi ce (VIP Shoppin g) Subscripti on Manager Public Shopping ASP.NE T MVC View s Web servic es AngularJ S
Elements of Internationalization
• Clay Tablet is integrated with UP Solution for easy translation controlled by Sitecore
workflows
• Clay Tablet connects with TransNation as translation vendor
• Supports efficient and fast translation of web site content and other assets
• Allows Nerium to quickly add new country sites and add languages to existing sites without the need for hiring own resources with local language skills
Unique Country Sites
• Each country has a full set of sitetypes
• Country specific products and
catalogues maintained in Insite and synchronized with Sitecore
• One or more languages supported for all sites within a country
portfolio
• Translation handled via Clay Tablet integration
• Most business logic shared
between countries with adaption for local business models and
regulation
Marketing Automation
Video
• Product Information • BP InformationAnalytics
• Product Performance • BP Demographics • Campaign PerformanceElegant Solution
• Clean Design
• Intuitive Interface
• Scalable Solution
• Reliable Platform
Think of Digital Programs Holistically
PLAN
STRATEGIZE
BUILD
PRIORITIZE
RUN
GROW
DI GI T A L GROW T H Education Digital strategies Business cases Competitive assessments Roadmaps Measurement plans Organizational models Change management Capability alignment Tag management Analytics setup Reports and dashboardsContent SEO Measurement Paid media Email Merchandising Search optimization Adoption Advertising
Create value propositions with customers through engagement and value-added experiences
Transform offline value to digital experiences that meet unique customer needs
Reach new prospect through effective content and campaigns
Drive repeat purchase and cross-sell / up-sell opportunities with intelligent merchandising and search capabilities
Use analytics-driven insights to identify cross-market applications and solutions
Facilitate new product development through efficient
knowledge sharing, and increase speed of market penetration
Build intelligence and insights to target and attract customers efficiently
Enable customer self-service to create ease of business
Retain Customers Maintain Margins Acquire New Customers Increase Revenue Per Customer Increase Revenue Per Product Develop New Markets Reduce Acquisition Cost Reduce Cost to Serve Rev enue E ffi c ienc y
Protect
Grow
Optimize
Objectives Value Drivers Enablers
• Product Management • Demand Coordination • Internal Training & Support • Coordinate - Business Units - Sales - Marketing - Channels - Fulfillment • Content Management • SEO/SEM • Email Messaging • Advertising/Me dia • Targeting Campaigns • Content Syndication • Marketing Vendor Management • Training & Support • Merchandising • Pricing • Product Content Management (PCM) • Supplier Management • Catalog Management • Loyalty • Customer Pricing • Promotions • Customer Onboarding • Employee Onboarding • Brand Standards and Guides • Customer Research • Personas/Journ ey • Experience Design • Interaction Design • Content Strategy • Content Creation • Interaction Management • Financial Modeling • KPI Definition • Marketing Intelligence • ROI Analysis • Segmentation & Attributes • Analytics & Reporting • Customer Insights • Tests & Definitions • Measures/Tools • CRM • Knowledge Management • Service & Training - Sales - Customers - Associates - Consumers • Collaboration • Platform Operations • IT Collaboration • Integration • Program Management • Quality Assurance • Accessibility • Front End Development (FED) • Dir. Prod Mgmt. • Product Manager • Business Analyst • UAT Analyst • Dir. Digital Marketing • SEM Analyst • SEO Analyst • eMail Analyst • Recommenda tion Analyst • Dir. Digital Merchandising • Merchandising Analyst • Product Content Analyst • Dig. Strategist • Interaction Designer • Creative Director • Art Director • Copywriter • Digital Analytics Dir. • Analyst • Director of Customer Support • Support Analyst • Trainer Sr. Project Mgr. QA Lead QA Tester FED Lead FED Tech Lead Tech Arch Developer
To Build a Capabilities Framework…
Operate Drive Traffic Drive
Conversion Create Experiences Adoption / Support Enable Measure / Improve Dig it a l Ca p a b ili ty R es our c es
Using a Maturity Model per Capability
T
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B USINESS V ALUEE
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Product Content Product Merchandising Content Marketing Display Ad Campaigns Affiliate and/or Sponsorship Marketing Content Distribution (e.g.: blogging) User Generated Content Social Listening for Customer ServiceSocial Media for Customer Service Mobile/Location Marketing Omnichannel Marketing Integration On-Site Promotions Shopping Cart Re-Targeting Loyalty Marketing Offline Marketing Coordination Search Engine Optimization Search Engine
How to Keep Growing Digital Programs
There is a significant gap in how many eCommerce
technology providers go to market and serve customers.
Companies need to make strategic investments to:
• Provide leading B2B digtal solutions incorporating
practical B2B thought leadership, strategy, technology,
and people-based services
• Address resource gaps within internal teams
• Realize the value of investment made in core
technology platforms
Strategic Capabilities Needed
• Strategies • Competitive assessments • Business cases • Roadmaps • Org models • Education • Executive coaching Advisory • Audits • Keyword analysis • Competitive analysis • On-page elements • Site maps • Link building • Localization SEO • Keyword selection • Product listing ads • Media buying • Search retargeting • Abandoned cart retargeting • Landing pages Digital Advertising • List building • Event-triggered emails • Transactional emails • Testing & optimization • Personalization • Technology integrations Email • Measurement strategy • Event tracking • Targeted funnels • Tool assessment • Dashboard creation • Tag management • A/B & multivariate testsAnalytics & Measurement • List building • Lead scoring • Lead management • Form optimization • Email nurturing
• Retention & acquisition strategies Lead Generation • Content marketing strategy • Content audit • Content reuse plan • Content development • Style guide
• Internal presentations
Content
• Price strategy • Product hierarchy &
taxonomies • Cross-sell & upsell • Alternates &
replacement parts • Kits & configurations
Merchandising & Promotions
