Gorilla, Bronto and Avalara co-hosted a Magento Ecommerce Forum in downtown Atlanta, which covered proven strategies and best practices to managing a growing ecommerce channel and featured insights from mutual Magento client and southeastern US-based apparel retailer, Peter Millar.

1. Grow Your Ecommerce Channel with Strategic
Partnerships and Initiatives
Lessons learned, best practices, and real world examples of scalable growth on
the Magento platform
Alessandra Barrutia
Tim Schneider
Account Executives
Gorilla Group
Cathie O’Callaghan
Business Development
Bronto
Buk Kapadia
Magento Channel Manager
Avalara

2. Agenda
+ The Magento Ecosystem and Overview
+ About Gorilla
+ About Bronto
+ About Avalara
+ Common Challenges of Growing Businesses
+ Magento Case Study: Peter Millar
+ Summary and Lessons Learned

3. About Gorilla Group

4. About Gorilla: Agency Practices

5. About Gorilla: Clients

6. Practice

7. About Gorilla: Magento Practice

8. About Bronto

9. About Bronto

12. About Avalara

13. About Avalara
Making sales tax
less taxing
We’re a team of developers,
accountants, support specialists,
marketers, salespeople, researchers,
and technologists who know we’re on to
something big.
We know we are part of a team that is
revolutionizing what is a huge drain for
businesses of all sizes: managing the
compliance of transactional taxes, from
sales and use tax to 1099s and more.

14. The challenges of sales tax
Making sales tax
less taxing
Do I have to collect and for
whom?
How do I know what to charge
(and is that info current)?
How do I
register,
report and
remit?
For what
do I have
to collect?
YOU
ARE
HERE

15. Making sales tax
less taxing
End-to-End Compliance

16. Common Challenges of Growing Businesses
+ User Interface does not speak to
customers
+ Commerce site lacks modern bells
and whistles
+ Business is not enabled to drive new
revenue

17. Peter Millar, a division of Richemont, is an
emerging fashion brand known for superbly
crafted men’s and women’s sportswear and
apparel designed with timeless flair.

18. Summary Peter Millar
+ Challenge: UI to match luxury
lifestyle brand and drive new
revenue
+ Responsive design to
engage mobile users
+ Increased revenue 67% YOY

19. Discovery and Implementation Peter Millar
Gorilla | Peter Millar Wireframes | Site Architecture and Wireframe | Version 3 |
06/25/12
Sitemap
Confidential Material
Men Woman Collegiate How to Library
Clothing Clothing
Ladies Bottoms View Collections
Accessories
View All Clothing
Collections
Bag My Wishllist Icon
Create Account | Sign In Bag My Bag (1) Peter Millar Logo Icon
Element 4 Sitemap Legend
Men Woman Collegiate About How to Library Things We Love Store Locator
Monogram Shop Single Page
comments & notes
The home page functions as the traditional entry to site
visitors. It should accommodate both those new to the brand
as well as seasoned shoppers. Clarity of navigation is key
here.
1. Store Locator
On click, a drop down with the store locator field will appear.
This is a moderate customization.
2. Hero Image Navigation
On click, the user can navigate through the hero images or
let them advance automatically after a 4 second increment.
3. Hero
Content in this area can be used to highlight featured
products or promotions. This image will be clickable and
expose the corresponding content found underneath the
hero image.This area will contain 4 rotating images. These
image will be a fixed width. This is a moderate
customization.
4. Call to Action
Each hero image will have a corresponding call to action.
On click, the hero image will vertically retract and expose
content underneath the image.
5. SPIFFs
SPIFF real estate is reserved for variable content. On click,
the user will be taken to a corresponding page.
Grouping MultipleCategoryPages4
Search
Category Landing Product Listing
Content Management System
CMS
Hero Image 3
1
Product Detail Shopping Cart Checkout
4 / 55
Home
Primary Navigation
Category 4
CL CL CL CMS
New Arrivals
Knit Shirts
Sport Shirts
Neckwear
Sweaters
Shorts
Outerwear
Shoes
Pants
Swimwear
Accessories
Peter Millar
Sartorial
Weekend
New Arrivals
Knit Shirts
Sweaters
Outerwear
View All Clothing
Collections
Golf
Element 4
Monogram Shop
Press
The Story of Summer Begins
Give them something to talk about
View Featured Swimwear 4
global footer
2
5
SPIFF SPIFF
Sitemap and Wireframes
Mood Boards
Shoes Our Stores
Gorilla | Peter Millar Wireframes | Site Architecture and Wireframe | Version 3 |
10/31/12
How To Videos
Knotty Corner
Glossary of Terms
About
CMS
Our Philosophy
Our Company
Video Gallery
Corporate
Compliance
Things We Love
Store Locator
CMS
Who is Peter Millar
Essentials Essentials
Home
Confidential Material 6 / 55

20. Discovery and Implementation
Review and Shopping Feed Data, Testing Cases Order Information
Social Sharing Payment Processing
Wordpress Blog Magento Store
E-Commerce Platform
(Magento Enterprise)
Magento/Responsive Design
Avalara
Payment Gateway
Blue Cherry ERP
MailChimp
Google Analytics
Website Third Parties Back Office Transaction & Payment
Transactional Information
User Submissions / Analytics Data
Past Orders / Account Info / Inventory
Edited User Data /
Customer Service
Peter Millar
Bronto

21. Old Site vs. New Site
New Homepage
New Product Listing - Responsive
Old Homepage
Peter Millar

22. Technology and Strategy: Responsive Design Peter Millar

23. Technology and Strategy: Brand Ambassadors Peter Millar
Signed PGA Tour professionals, including Bill Haas, Brandt
Snedeker and Harris English, as Brand Ambassadors.

24. News & Press Peter Millar

25. Post-Launch Enhancements Peter Millar
+ Developed email marketing
capabilities
+ Built additional servers
+ Made upgrades to Google
Analytics
+ Advanced Sphinx Search Pro
+ Automated Blue Cherry
interaction
+ Added Social Share buttons
+ Redesigned Collegiate Category
+ Grouped configurable products
+ Enhanced accuracy of shipping
and tax calculation
+ Fixed order and speed issues

26. Why Bronto Peter Millar
Objectives:
● Ready to ‘graduate’
○ Increase revenue
○ Segmentation
○ Integrate with their Magento platform
● Grow their list

27. Why Bronto Peter Millar
Successes:
● Activated ‘welcome series’ workflow
● Used responsive email design templates
● Implemented Abandon Cart via Magento
Extension
● Tested content, timing, segmentation, subject
lines
○ email revenue - 171%
○ email conversion - 26%
○ email AOV - 10%

28. Why Bronto Peter Millar
Welcome
Cart Abandon

29. Why Bronto Peter Millar
What’s next:
● Bronto Pop-Up Manager
● List growth
● Increased automated/segmented email (RFM)
● Workflows for Automated list clean-up
● Continued A/B testing ABT
● UK email marketing program

30. Results
21%
Mobile AOV is
up 21%
90 Days Post Launch Year Over Year
67% 128%
Revenue is
up 67%
Mobile revenue
is up 128%
Peter Millar

31. Results Peter Millar

32. Summary
+ Launch is just the beginning
+ Ecommerce is a program not a project
+ Achieve initial success and re-invest for continued growth
+ Choose the right commerce service provider and partners to meet needs, and bring to bear
valuable insights and partnerships to the ecosystem