The document discusses the rise of agile commerce and the need for companies to optimize customer touchpoints across channels rather than focusing on individual channels. It notes that attribution, analytics, orchestration and optimization are needed to understand customers as they interact with a brand across different channels. The document also presents a model for customer experience management that centralizes customer data and integrates online and offline channels.

1. Welcome to the Era of Agile Commerce
Brian K. Walker, Principal Analyst
July 7, 2011
@bkwalker
1 © 2010 Forrester Research, Inc. Reproduction Prohibited
2009

2. Our Speakers
Brian K Walker
Principal Analyst
Forrester Research Inc
David Brussin
Chief Executive Officer
Monetate
Anu Saha
Partnerships Director
Bazaarvoice
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8. PERVASIVE ENGAGEMENT CROSS-CHANNEL
Engage shoppers
anytime, anywhere!

9. Are you engaged with your customers across
all touch-points?
30% of consumers use three or more retail channels for any shopping
transaction.
- Matt Anderson, Booz & Co.
78% of smartphone owners use their phones while they shop.
- Eric Schmidt, Google
92% shoppers have more confidence in info sought online vs. anything from a
salesclerk or other source.
- Wall Street Journal
81% of respondents said they'd received advice from friends and followers
relating to a product purchase through a social site; 74% of those who
received such advice found it to be influential in their decision. - Click Z
Co
9
nfi
de

10. Customers want to see a brand – not
separate channels
In Store Online
pervasive
engagement
Sales
Mobile
Channel
Social
Web

11. The leading global social commerce solution
Ratings & Reviews
Sales
Customer Stories
Returns
Questions & Answers
Site traffic
Social Networks
Service Costs
Blogs
Engagement
Forums
Awareness
Wikis
Loyalty
Closed Communities
Satisfaction
Brand Monitoring
Product
Photo Sharing Improvements
Video Sharing

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14. eCommerce
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15. Multi-Channel
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18. Smartphones
34% of smartphone owners have owned one
less than a year, 80% less than three years.
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20. Tablets
Tablet sales will eclipse laptop sales by 2015.
Many retailers are seeing 5-10% of traffic from
iPads alone. Today.
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Source: North American Technographics Consumer Technology Benchmark Recontact Survey, Q3 2010 (US)

22. Connected Entertainment
43.2 million homes will have Internet connected TV’s
by 2015. Kinect for Xbox 360 reached ~10M units in
2010.
Social / Local
Shopkick has 1 million check-ins per day, 750
thousand users, and 10% access once per day.
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23. Call Center
29% of US online adults prefer to receive customer
support via the phone; down from 32% in 2007.
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24. Retail Stores
During Holiday 2010, 49% of online shoppers agreed with the
statement, "I shopped in stores less because I shopped online
instead.”, but 73% of US SuperConnecteds prefer to purchase
a good or service in a store.
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26. The Web
58% of US online adults prefer to research a product online,
compared to 43% in 2007. 51% of total US retail sales will be
influenced by or made online by 2013. Online retail continues
double-digit growth in flat economy.
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27. Multi-channel is very, very
hard to execute today.
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29. “It is no longer about
channels, it is about the
customer lifecycle
across everywhere we
touch them.”
- SVP eCommerce, Travel
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30. 30 © 2010 Forrester Research, Inc. Reproduction Prohibited
March 2011 “Welcome To The Era Of Agile Commerce”

31. Multi-Channel
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32. Welcome to the Era of
Agile Commerce.
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33. Agile business leaders will
optimize touch-points,
not channels.
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34. How do businesses become more agile?
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2009

35. A focus on the customer opens
the door to Agile Commerce.
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Photo by Gilberto Viciedo

36. $
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37. Attribution
+
Analytics
+
Orchestration
+
Optimization
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38. facet
refinement
baskets site
payment
assortment type browse
search off line
term loyalty purchases
search RFM
friend score
term
touchpoint
usage IP
opt-in address geo / postal
code
LTV
browser
click type
through
location
marketing
response marketing air
category
purchases service
browse contacts
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© 2010

39. Keeping it all straight and driving relevance across
touchpoints is a huge challenge.
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40. attribution + analytics…
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41. …+ orchestration + optimization
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42. The Model For CXM…
WCMS
On-­‐site
Search
Personaliza5on
CXM
Analy5cs,
Test
&
Commerce
Op5miza5on
Pla8orms
CRM
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43. Touch-­‐points
Consumer
Common
Services
/
APIs
Webservices
Promotion
Customer
Marketing
Account
Product
Search
Basket
Core
Order
Offer
Integra6on
HUB
CXM
+
Commerce
Pla?rom
Enterprise
Pla8orms
Business
Tools
Customer Order Product Enterprise
Data Management Content Content
Management Management Management
Business
Intelligence
Enterprise
Applica6ons
43 © 2010 Forrester Research, Inc. Reproduction Prohibited

44. Q&A
Brian K Walker
Forrester Research Inc
@bkwalker
www.linkedin.com/in/briankwalker
David Brussin
Monetate
@dbrussin
www.linkedin.com/in/davidbrussin
Anu Saha
Bazaarvoice
@anu_saha
http://www.linkedin.com/in/asaha
44 © 2010 Forrester Research, Inc. Reproduction Prohibited