In this session, you will hear the evolution of Ralph Lauren’s Web presence – from site performance to mobile performance – and how they deliver content globally to their online shoppers. Hear from Ralph Lauren on how they are leveraging the Akamai Professional Services team to help simplify and accelerate their needs, standardizing and centralizing their various platforms approach and different delivery needs across the globe. The speakers will showcase metrics around user experience and performance improvement. They will also talk about future roadmap. See David Braun's Edge Presentation: http://www.akamai.com/html/custconf/edgetv-commerce.html#content-and-commerce The Akamai Edge Conference is a gathering of the industry revolutionaries who are committed to creating leading edge experiences, realizing the full potential of what is possible in a Faster Forward World. From customer innovation stories, industry panels, technical labs, partner and government forums to Web security and developers' tracks, there’s something for everyone at Edge 2013. Learn more at http://www.akamai.com/edge

2. Global Challenges At The Corner of Content And
Commerce
Dave Braun, Sr. Director – Application Services, Ralph Lauren
Will Ackerman, Engagement Manager, Akamai

3. Q&A
What was the first product type that was sold by the Ralph Lauren
Corporation almost 47 years ago?
• A. Chinos
• B. Polos
• C. Men’s ties
• D. Dress shirts
©2013 AKAMAI | FASTER FORWARDTM
©2013 AKAMAI | FASTER FORWARDTM

4. Q&A
What types of products and services does the Ralph Lauren Corporation
NOT sell today?
• A. Perfume
• B. Food
• C. Cars
• D. Eyewear
©2013 AKAMAI | FASTER FORWARDTM

5. •700+
factories
in 45
countries
•210M+
units sold
yearly
•100M+
•80+
countries
where RL
product is
sold
yearly site visits
©2013 AKAMAI | FASTER FORWARDTM
©2013 AKAMAI | FASTER FORWARDTM

6. Cinematic
Enriching
Aspirational
©2013 AKAMAI | FASTER FORWARDTM

7. ©2013 AKAMAI | FASTER FORWARDTM

8. Object Count: 95
Size in MB: 1.207
Length of time to download: 1.503 seconds
©2013 AKAMAI | FASTER FORWARDTM
©2013 AKAMAI | FASTER FORWARDTM

9. ©2013 AKAMAI | FASTER FORWARDTM

10. Object Count: 115
Size in MB: 3.588
Length of time to download: 2.09 seconds
©2013 AKAMAI | FASTER FORWARDTM

11. ©2013 AKAMAI | FASTER FORWARDTM

12. Object Count: 248
Size in MB: 3.812
Length of time to download: 5.51 seconds
©2013 AKAMAI | FASTER FORWARDTM
©2013 AKAMAI | FASTER FORWARDTM

13. Global Commerce
• Over the past 12 years, RLC has been purchasing licenses back from
companies that sold RL products internationally
•
•
•
•
•
2000 – Most EU markets
2001 – Italy
2007 – Japan
2010 – Korea, China
2013 – Australia / New Zealand
©2013 AKAMAI | FASTER FORWARDTM

14. Global E-Commerce
• As Ralph Lauren’s global commerce needs grew, e-commerce needs
grew as well. We looked to Akamai to provide scale infrastructure given
current partner restrictions.
•
•
•
•
US-based data centers
SLAs that could not be met in
international locations
No geo-location or mobile re-direction
functionality
No personalized content
©2013 AKAMAI | FASTER FORWARDTM

15. E-commerce Chronology
2000
Europe
Asia Pacific
2007
RL purchases
NBC stake
2008
2009
US
2010
2011
2012
US mobile
Marketing
Sites &
Interactive
Features, US
Club Monaco,
CA, US
UK
North America
Initial US
launch, JV
with NBC
…………
FR, DE
UK, FR, DE
mobile
2013
DE, AT, BE,
LU, NL, PT, ES,
IT
Marketing
Sites &
Interactive
Features EU
JP
KR
GSI / Ebay Enterprise v9
GSI / Ebay Enterprise v10
Internally Hosted MS Sharepoint
Branding Brand
IBM Websphere Commerce
©2013 AKAMAI | FASTER FORWARDTM

16. Technology Footprint
(Current)
Las Vegas •
(US)
•
•
Greensboro, NC
(US & all EU
Marketing Sites)
Secaucus, NJ
(CMUS, CMCA, UK,
FR, DE, AT, BE, LU,
NL, PT, ES, IT)
• Hong Kong
(JP, KR)
©2013 AKAMAI | FASTER FORWARDTM

17. Akamai Contracts Gone Wild
2000
Initial US
launch, JV
with NBC
Europe
2007
RL purchases
NBC stake
2008
2009
2010
2011
2012
US
US mobile
Marketing
Sites, US
Club Monaco,
CA and US
UK
North America
…………
FR, DE
Mobile UK,
FR, DE
2013
DE, AT, BE,
LU, NL, PT, ES,
IT
Marketing
Sites EU
Asia Pacific
JP
KR
GSI / Ebay Enterprise v9
GSI / Ebay Enterprise v10
Internally Hosted MS Sharepoint
Branding Brand
IBM Websphere Commerce
©2013 AKAMAI | FASTER FORWARDTM

18. Global Troubles At The Corner of Content and Commerce
• Tremendous expectations in terms of delivering pixel perfect,
immersive, delightful user experiences
• Lack of dedicated staff to manage and implement business rules
• Time to market affected due to partner limitations
• Akamai / Ralph Lauren relationship was splintered based on missed
expectations
• Ambiguous technology ownership
©2013 AKAMAI | FASTER FORWARDTM

19. Akamai’s Professional Services To The Rescue
RL brought in Akamai professional services in early 2012
• Promote a global view of Akamai functions
• Implement global functions across sites and infrastructures
• Standardize Akamai configurations
• Promote a single primary relationship between RL and Akamai
• Institute global change management procedures
• Provide a single point of contact for strategy and guidance
• Integration into RL’s Project Initiation process
• Define a single business process to communicate requirements and
functional design to Akamai.
©2013 AKAMAI | FASTER FORWARDTM

20. Achievements in the past 18 months
• While fractured infrastructure stays consistent, implemented these
features globally:
•
•
•
Geotargeting
Content targeting
Mobile re-direction
• Optimized and consolidated Akamai configurations to simplify
maintenance
• Re-designed change management and support processes globally
• Promoted program management for Akamai features / functions
• Consolidated contracts to remove complexity, enhancing
communications between RL and Akamai, enabling new technologies
• Significant site performance improvements with more to come….
©2013 AKAMAI | FASTER FORWARDTM

21. The Future At the Corner….
• Aqua Ion
• Front-end optimization
• Real User Monitoring
• Global re-platforming, leveraging
Akamai as a strategic partner to
ensure delivery of immersive,
delightful user experiences.
©2013 AKAMAI | FASTER FORWARDTM
©2013 AKAMAI | FASTER FORWARDTM

22. Three days to Creating a Faster Forward World
Akamai University: October 7-8 | Full Conference: October 9-11
Hear from leading retailers who have paved the way to establish successful
online business models.
Keynotes • Deep-dive Sessions • 1:1 Tech Expert Instruction • Networking • Innovation Stories • Hands-on Training
This October, join Commerce industry luminaries and
hundreds of your peers to explore the next-generation
of experiences of our Faster Forward World!
To learn more, visit akamai.com/edge
Topics Include:
• Providing optimal performance & experiences
to omni-channel shoppers
• Digitally-enabling stores & leveraging the Cloud
for Commerce Innovation
• Securing your site against online threats and
protecting your brand
©2013 AKAMAI | FASTER FORWARDTM