eCommerce@Ogilvy's presentation to the AdForum

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2. The eCommerce locust swarm
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3. “It‟s going to get harder and harder to justify
the retail store market. The model has this
fundamental problem where every store has to
have it‟s own inventory, and every store is a
warehouse.”
- Marc Andreessen
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4. eCommerce sales are the only bright spot in
a dull retail marketplace
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5. Imminent
Online Penetration by Category
30-50% 20-30% <20%
RIP: Eye of the Storm: Best Buy, Clouds Gathering? Bed Bath
CompUSA, Blockbuster, Hollywood Barnes & Noble, HHGregg, Gamestop & Beyond, Hallmark, Staples, OfficeMax,
Video, Tower Records Toys ‟R‟ Us, Babies ‟R‟ Us
Source: Forrester, Morgan Stanley Research
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6. Customer purchase journeys have changed
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7. More than just a cart…
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8. eCommerce requires business
transformation
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11. eCommerce@Ogilvy
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14. Ogilvy’s eCommerce work
Client What we did with them
Data-driven CRM solution, integrated campaign
New CRM program built around a mother‟s pregnancy „journey.‟ Comprised
of engagement communications early in her pregnancy supported by trigger
communications delivering timely, relevant information to drive behavior
at key decision points. Notably higher email open and click through rates.
Digital Agency of Record
Redesign and development of all customer experiences across the
ecosystem, including display ads, campaigns, BA.com‟s flight booking
system, and social media integration
eCommerce redesign, customer care, integrated marketing
Website redesign including eCommerce, customer care, and self-service portal
with electronic bill pay / presentment, as well as integrated marketing – both on-
and offline.
eCommerce redesign
Global eCommerce rollout to 42 markets, m-commerce custom apps, loyalty
rewards program, and creation/delivery of all digital assets and content.
Multi-channel digital customer experience
A multi-channel digital ecosystem of engagements, digital assets, browsing/
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shopping experiences and campaigns tied to a commerce platform.
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15. Ogilvy’s eCommerce work, con’t
Client What we did with them
Product innovation & digital integrated business/experience
model
Digital business model development and multi-channel digital services allowing
customers to purchase, manage and learn about products via web or smartphone.
Multi-channel communication strategy and analytics program
Complete redesign of the web and mobile sites and rewards program. Included
strategy to utilize data to trigger real-time activity and a „lifecycle‟ communication
strategy.
eCommerce digital storefront
Evolution of the whole eCommerce site to include better customer engagements
across the experience through integration with personalization engine, social
media, rating/reviews, recommendations and dynamic content offering.
Consumer-driven digital community platform
Through consumer-driven sharing, IKEA is positioned as a pioneering partner in helping
consumers make their homes, communities and world a better place. Program included
content strategy, web site and mobile experience design and partnership with O You.
eCommerce value proposition & business case development
Consultative services for overall development of BAT‟s eCommerce value
proposition with business case justification based on conducted research to better
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understand current state, customer needs, and market landscape.
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16. A plan to build, partner and acquire
The right talent:
• eCommerce practice lead
• Account Leads with eCommerce experience
Build • Business Strategists with eCommerce experience
• Program Managers with eCommerce experience
eCommerce consulting firms
• Focus on high-level business strategy only
• No desire to manage overall execution
Partner eCommerce platform plays
• Focus on solution only
• No client-facing marketing services
Young companies that augment
one of our core competencies
• Content delivery
• Customer/shopper UX
Acquire • Digital agency with strong eComm focus
• Technology pure-plays focused on any
experience that could deliver, enhance,
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facilitate some aspect of our value chain

17. Build: a hybrid model out of the gate
Each region will have a core
eCommerce capability hub:
• eCommerce SME (business/channel
strategy
• Technology lead
• Technology partner
• Program Management lead
On an as-needed basis, reach out
to various expertise spokes to fill
gaps in key focus areas
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18. Need to build eCommerce credibility
through partnerships
examples:
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19. Our partnerships are already strong and
growing: IBM
• IBM and Ogilvy formally announced a partnership in
eCommerce space
• Roughly, IBM handles hard components, ie
technology, analytics and Ogilvy handles soft
components, ie user experience, shopper
insights, creativity
• Offering an integrated complementary solution to clients
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20. Our partnerships are already strong and
growing: Amazon
• Partnership centered on cross-education with
Ogilvy striving to become Amazon "black belt“
• Holding bi-annual partnership meeting to better
understand each other's offering
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21. We sell or else slide
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22. Thank you
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