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The Ecommerce Department of The Future

Ecommerce Department of The Future – Ecommerce UK introduces a selection of seasoned multichannel retailers and experts to talk about how their careers have progressed, as well as how and why ecommerce departments (and wider organisations) are changing to embrace multichannel retail. Presentations from Nupur Manchanda, Practicology; Emma Grinter, Waterstone’s; Jamie Merrick, Demandware; Marianna Satanas, Mr Porter; Ian Scarr, SLI SYstems; Arif Harbott, Morrisons; Elliot Zissman, Pythian; Jonathan Hall, Cranberry Panda.

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The Ecommerce Department of The Future

  1. 1. Ecommerce UK The Ecommerce Department of the Future Martin Newman – CEO Practicology Tonight’s hashtag: #EcomCareers Wifi code: Newton+apple
  2. 2. Thank You  The attendees, without you, we have no one to share insight with  Presenters for sharing insight  Tonight’s sponsors without whom this event wouldn’t take place: Demandware, SLI Systems and Pythian  Practicology team here tonight: Nupur, Jeremy, Joanna, James, Volha, Tina, Sarah and Laura (My wife)
  3. 3. Thank You  Thanks to Joanna for moderating  Cathy Crawley, my co-host  Jonathan Hall and Cranberry Panda for filming  Antony Alexandrou for photography www.3aphotography.com
  4. 4. Agenda  Introduction: Martin Newman, CEO and Nupur Manchanda, Managing Consultant at Practicology  Presentations: • Emma Grinter, Senior Online Marketing Manager, Waterstones • Jamie Merrick, Sales Engineer Demandware • Marianna Satanas, Head of Ecommerce, Mr Porter • Ian Scarr, UK & EMEA Region Director of Sales, SLI Systems • Arif Harbott, Ecommerce Director for Online Food, Morrisons • Elliot Zissman, Director of Sales, Pythian • Jonathan Hall, Founder, Cranberry Panda  Q&A  The bar
  5. 5. The industry is changing every day
  6. 6. And there is more to come…  Ecommerce sales are growing as a percentage of total retail sales and becoming a significant part of many retailers’ total businesses £4bn – Amazon UK £2.5bn – Tesco Direct £1.65bn – Argos £1.2bn – Next £1.13bn – Sainsbury’s £1bn – Dixons £950m – Asda £950m – John Lewis £800m – M&S £366m – Debenhams £265m – Sports Direct £240m – Arcadia
  7. 7. Once online revenue becomes significant for retailers they must consider how they organise themselves to maximise sales and profitability
  8. 8. Current organisation design
  9. 9. A model for the future?
  10. 10. The evolution of a Multichannel organisation Standalone eCommerce Semi Integrated Fully Integrated Most retailers are here
  11. 11. How might the eCommerce team change as a result?  The eCommerce/Multichannel department will be less siloed from the rest of the business  Customer Experience functions may emerge with roles that include online and offline aspects  Customer Experience will be considered end- to-end across all channels – so UX won’t be a discipline that’s confined to eCommerce  Traditional “retail operations” will make way for operations – including supply chain and IT
  12. 12. This creates opportunities for you!  The Multichannel and eCommerce Directors of today are the CEOs of the future  New senior job roles are emerging that require candidates who are digitally savvy – e.g. Chief Customer Officer  Staff with analytics/insight skills are increasingly being deployed in organisations who want to understand their customers  Multichannel retailing is driving sales growth for most retailers – demand for digital skills at all levels is increasing
  13. 13. Emma Grinter Senior Digital Marketing Manager Waterstones
  14. 14. How I am still climbing in the Snakes & Ladders of eCommerce by Emma Grinter
  15. 15. Chapter 1: 1999 – 2004 There’s a first time for everything Chapter 2: 2004 – 2009 The bright lights of the internet Chapter 3: 2009 – 2014 Déjà vu Chapter 4: 2014 – 2019 Success is in the eye of the beholder Epilogue Contents
  16. 16. Chapter 1 1999 – 2004 There’s a first time for everything
  17. 17. Chapter 2 2004 – 2009 The bright lights of the internet
  18. 18. Chapter 3 2009 – 2014 Déjà vu
  19. 19. Chapter 4 2014 – 2019 Success is in the eye of the beholder
  20. 20. Epilogue
  21. 21. Marianna Satanas Head of Ecommerce Mr Porter
  22. 22. Marianna Satanas Head of Ecommerce MR PORTER
  23. 23. 1996 - 1998 BTEC Graphic Design 1998 - 2000 HND Graphic Design 2000 – 2002 BA Graphic Design NO WORK YET LET ME TRAVEL 2003 – 06 Vibrant Studios – Ecommerce Agency - Director TOO YOUNG! NEED MORE EXPERIENCE 2006 Joined NET-A-PORTER Group 2006 – 08 Web Producer 2008 – 10 Web Production Lead 2010 – 12 Web Production Manager 2012 – 14 Product Manager MR PORTER.COM 2012 – 14 MSc Internet Retailing 2014 Head of Ecommerce MR PORTER.COM My Ecommerce Career so far……
  24. 24. Email Marketing Content Management Creative Project Management Communication Technical SKILLS Trustworthy Upwards Management Prioritzation People Management Listening Stakeholder ManagementPatience eCommerce Emotion Control MobileAdaptable Agile IA Critical Analyses SEO Strategic Thinking Influenc e Product MarketingProduct Management Web Analytics Business Casing Negotiation UX Email Marketing
  25. 25. PEOPLE • Risk-takers • Always Learning • Great Merchandisers • Can Do Attitude • Think Outside the Box • Trustworthy • UX • Be the Best • Logical • Entrepreneurial • Talented Developers • Digital Designers • Great Merchandisers • UX • Digital Marketers • Influential Editors • Clever Buyers • Business Analysts • Productive Project Managers ATTITUDE
  26. 26. Thanks for listening to my story… sorry about the over kill with animations!!
  27. 27. Ian Scarr UK & EMEA Region Director of Sales Searchandising Trends
  28. 28. Searchers are your most valuable shoppers 6x 547%
  29. 29. Value of Search *Based on analytics data for 200+ retailers 11% higher 3x greater 6 Min. longer Searchers vs. non-searchers* $11.09 w/ search $4.62 w/o search 7 more Pages Per Visit
  30. 30. 177% higher 47% higher 11% higher Boden Thompson and Morgan Snow & Rock SLI Learned Search Results Case Studies available @ http://www.sli-systems.co.uk/customers/case-studies
  31. 31. What’s HOT!
  32. 32. Learned Suggestions & Rich Auto Complete
  33. 33. Social Media Results Search Query: Munny
  34. 34. Social Media Results Search Query: Purple Roses
  35. 35. The Rise of Mobile Search • 25% of all search queries are made on mobiles • 59% of smartphone users regularly access search • 55% of conversions following a mobile search happen within an hour • 50% of searches FAIL to find what the searcher is looking for *Source – digitaldoughnut.com – The Rise of Mobile Search
  36. 36. Mobile site
  37. 37. Responsive Design
  38. 38. Sports Authority Tablet display of Rich Auto Complete > Issue: Rich Auto Complete falling behind keyboard > Solution: Changed drop down to horizontal instead of vertical
  39. 39. Site Search Insights Fifty Shades 50 fifty shades of grey Maternity Pregnancy Outfits
  40. 40. Any Questions? Download our new eBook: How Creative Content Convinces Online Shoppers to Buy http://sitesearch.sli-systems.com/eBook2014-06-20ContentUK.html
  41. 41. Arif Harbott Ecommerce Director – Online Food Morrisons
  42. 42. Arif Harbott A journey from techie to consultant to entrepreneur to big corporate
  43. 43. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Different Job Roles Different Industry Segments Back-end developer, Front-end developer, User experience, Project manager, Demand generation, Mobile development, Demand conversion, Onsite ecommerce, Digital strategist, Data modeller, System architect, Tester, Insight analyst, Digital marketer, Portfolio investment, Management consultant, Account manager, Pre-sales, Digital operations, Ecommerce director Banking, insurance, gambling, retail, automotive, public sector, healthcare, technology, professional services, pharmaceutical, manufacturing, media, real estate, advertising, hospitality.
  44. 44. Techie (1996-1999) Consultant (1999-2007) Entrepreneur (2007-2009) MBA and Corporate (2010-2014) Specialism* = whole career in digital & ecommerce 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 1996 1999 2002 2007 2010 2013 2012
  45. 45. End To End Experience Technical Background Strategy Entrepreneur / Start Up Personality/ Resilience Trading Customer Focus Teams and People
  46. 46. 50% is probably wrong
  47. 47. Elliot Zissman Director of Sales Pythian
  48. 48. The changing technology landscape will influence the shape of your Ecommerce team Is it all getting too much? Ecommerce UK, July 2014 Elliot Zissman, Director of Sales
  49. 49. © 2014 Pythian WHO IS PYTHIAN? •Pythian HQ in Canada. Established EMEA HQ in London in 2013 •200+ leading brands trust us to keep their systems fast, up & secure •Utterly elite DBA & SysAdmin workforce 38%Pythian has grown an average of 38% every year for the past five years 310Pythian employs more than 265 leading minds in 26 countries worldwide. 1997Pythian was founded in 1997 3 58
  50. 50. FOR 4000 YEARS, RETAIL DIDN’T CHANGE • It was all local © 2013 Pythian Confidential59
  51. 51. AND TECHNOLOGY WAS BUILT TO HELP Store AS400 Inventory Price Look ups HR Dial up
  52. 52. AND THEN ONLINE CAME ALONG • So you hired a young, dynamic “webmaster”
  53. 53. AND THEN ONLINE CAME ALONG • Who may have had too much to do
  54. 54. TECHNOLOGY REQUIREMENTS GREW
  55. 55. AS DID CUSTOMER DEMANDS • Along with eBay… – Came fraud solutions – The payment landscape changed • New alternative payment providers (like PayPal) • Along with Amazon… – Came shipping and logistics solutions – Market Places – Drop shipping • Along with social media… – Came comparison engines – Rating systems – User feedback and sharing
  56. 56. SO NEW TECHNOLOGY EMERGED
  57. 57. AND YOUR TEAM GREW • Led by a young, dynamic Head of Multi-Channel Developers DBAs Infrastructure team Marketing Merchandising
  58. 58. AND CUSTOMERS STILL ASK FOR MORE • Personalisation – Order history – Know your household (KYC) – Personalization • Connectivity – An educated customer – Best price wanted in-store & on-line – Salesteam may have less knowledge than shopper • All systems expected to be fully integrated – Single view of customer – High performance – High security
  59. 59. AND TECHNOLOGY WILL GROW AGAIN
  60. 60. SO WHAT STARTED LIKE THIS Store AS400 Inventory Price Look ups HR Dial up
  61. 61. NOW LOOKS LIKE THIS
  62. 62. IS IT TIME TO STEP BACK AND THINK? • What roles in your organisation are there just to keep the lights on? • What roles are giving you a competitive advantage?
  63. 63. KEEPING THE LIGHTS ON WAS SIMPLE
  64. 64. THEN GOT MORE COMPLEX
  65. 65. UNTIL WE THOUGHT… • What’s core to our business?
  66. 66. Do you want this to happen again? • How big a team do you want to manage?
  67. 67. FOR US, IT’S ABOUT DATA • Focus in on your data – can your team give you insights? Or just keep the lights on? Data experts Customer insights Product analysis
  68. 68. HOW PYTHIAN WORKS WITH RETAILERS Pythian’s outsourced database experts offer: • Performance Management • High Availability • System Integration • Big Data Business Benefits: • Increase response times for better customer service and retention • Accommodate growth with improved scalability • Improve security for PCI compliance and protect against data breaches • Integrate with backend systems for fast, seamless services • Minimize data loss and downtime with high availability • Support big data analytics Allows you to: • Make data available to customers improved customer engagement, retention, and loyalty. • Personalise site for more targeted customer offerings to enhance customers’ shopping experience and increase revenues • Deliver data fast to reduce cart abandonment
  69. 69. © 2014 Pythian Elliot Zissman: Director of Sales twitter @elliotz Zissman@Pythian.com +44 20 3411 8378 x1503 +44 7958 623 711 www.pythian.com THANK YOU / Q&A 78
  70. 70. Jonathan Hall MD Cranberry Panda
  71. 71. brief intro... cranberry panda is 4yrs old specialist agency focusing on ecommerce team of 17 pandas we are from ecommerce clients range from John Lewis & Argos to online start ups
  72. 72. skills in demand a shortage across all roles 60% of roles are new roles teams are growing and roles are dividing specialisms moving internal – e.g. search design – huge trend for contracting
  73. 73. emerging roles and skills design – UX/UI search is dividing – social, display analysts – data and business as well as web internal strategy and innovation
  74. 74. developing industries gaming & gambling retail taking skills from other sectors international publishing
  75. 75. where the big bucks are all areas – average salary in ecommerce is £40,200 finance and gambling all areas of analytics where’s the excitement?
  76. 76. there is a gender gap in ecommerce ecommerce is 51% male & 49% female 71% had a pay rise last year feeling valued and respected is the most important thing people look for Some interesting stats!! majority expect a rise of 10% - 20% when moving roles ecommerce salaries are 48% higher than national average 27% men and 51% women are in roles sub £35k
  77. 77. Ecommerce UK THANK YOU! Tonight’s hashtag: #EcomCareers Wifi code: Newton+apple

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