12/8/2011 MarketLive Co-Development Presentation by Chris Reighley at totes-ISOTONER.com

1. MarketLive Co-Dev.
A Business Prospective

2. Objective
Objective: To present our Co-Dev Business Case from totes-ISOTONER
What we hope to share with you today:
• Director: How we look strategically at Co-Development
• Manager: How you can view the tactics of Co-Development
• Developer: How your part fits into the tactics to make the strategic vision
work.

3. Introduction
The totes-ISOTONER eCommerce Team
Chris Reighley Tony Willett Justin Rife Elizabeth
Director of Website Marketing Bordonaro
eCommerce Manager Manager Content
Manager

4. Situation
• totes-ISOTONER.com launched with MarketLive in 2007
• In 2010 Revenue growth was down to 0.7% YoY
• Visitors to the site from 2008 to 2010 dropped by 33%
1. Our tool box was empty.
2. We were not important to
the organization.
3. We did not have a
strategic vision.
4. We did not have
resources – internal or
external.

5. Philosophy
If you don’t know what you are looking for, no
one can help you find it.
Bankie Banx
Yes I am a Pirate, 200 years too late.
Jimmy Buffett
If you can dream it, you can do it.
It’s sort of fun to do the impossible.
Walt Disney

6. What are we looking for…..
• First things first, we created a 1, 3
and 6 Year Plan.
– We did not ask, we did not negotiate, we presented the plan.
– Plan is to grow the D2C business from less the ½% of US
wholesale business to 7-10% in 6 years.
• We got Buy In from the TOP down.
– Created a Charter for eCommerce Existence within the
organization.
• We set out to find partners,
because we could not do it
ourselves.

7. Save the Holiday
Time Frame – August 2010 through November 2010
EcoSystem: MarketLive, Omniture, Limited Email
• We knew we had technical design issues with the web site, and we did not
have the resources to fix them.
• In September, we formed a partnership with DEPLabs to be our
development partner.
What did we do:
DEPLabs: MarketLive:
• Redesigned Homepage • Integrated Bronto
• Redesigned Product Detail Page • Launched Mobile Web Site
• Redesigned Checkout Flow

8. Holiday 2010 Results
• Visits increased 86% during the Holiday Season
• Revenue Increased 127%
• Engagement Rate for the month of December was 23.7% (Yes – that is a
real number!)
• Conversion Rate for the month of December was 7.21%
• Average Order Value went up 10%

9. Be a Pirate……
• After our early success, we worked on our partners
DEPLabs and MarketLive to develop our eco system.
Time Frame – January 2011 through April 2011
DEPLabs
• Site Refresh – went from 768 pixel width to 960 pixel width
• Integrated SLI Systems for Site Search
• Integrated Bazaarvoice for R&R, A&A
• Integrated ForeSee Results for Customer Satisfaction
Index
MarketLive
• Integrated Omniture Genesis with Bronto

10. Be a Pirate……
Time Frame – May 2011 – November 2011
DEPLabs
• Launched Acorn.com Multi-Site
• Integrated YourZoom CMS
• Launched SearchSide SEO Platform
MarketLive
• Integrated MyBuys
• Integrated Bronto and MyBuys together
• Integrated Akamai CDS
Internal Co-Dev
• Redesigned Header & Footer
• Refreshed Mobile Site

11. 2011 - The Year of the EcoSystem

12. So, how did we do this..
1. We have adopted an agile development methodology
– Backlog that is tied to customer satisfaction and business results.
– Communicate schedule up and down the food chain – DON’T ALLOW SCOPE
CREEP.
2. Create a release schedule
– Negotiate the schedule with the people that do the work Empower the
developers to do things in a logical order. Touch it once if at all possible.
– ALLOW FOR SCOPE REDUCTION. A good idea on paper may be a bad idea in
code and kill your release.
3. Communicate Roles and Responsibility
– Make sure everyone is on the same page.
– Everyone needs to understand at a high level the strategies, and the tactics
being implemented – you want your managers and developers to ask why.
– Encourage your partners input – honesty and trust is key – it is OK to hear “We
are not going to make it”.
– Roles and responsibilities need to be defined before you start – DON’T ALLOW
SCOPE CREEP.

13. 2012 - The Year of Customer Experience

14. What Makes a Difference

15. Priorities

16. Site Performance

17. Product Images

19. 80% Customer Satisfaction Index

20. Do the impossible…..
What we are doing in 2012:
• 8 Primary Release are schedule for 2012
• 5.9.1 Upgrade – including CCOM
• Launching US B2B Micro Site
• Launching B2B & D2C Micro Sites for Canada
• Launching 10-12 Localized Asian Multi Sites
• Integrating the Manzella Brand
The WEATHER PROJECT
• Integrating IP Routing for Geo Locations
• Integrating Weather Feed (current, 3 day, 5 day and 7 day forecast)
• Segmenting visitors based on weather
• Changing displays to be weather related:
– Rain
– Cold
– Not

21. Do the impossible…..
You can blow this up too…..

22. Contact Information
Chris Reighley
Director of eCommerce
totes-ISOTONER.com
Acorn.com
chris.reighley@totes.com
(513) 682-8375