Successful Ecommerce Replatforming (Webinar)

1. Successful Ecommerce Replatforming May 24, 2012 A special thank you to: Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted. #ROIWebinar

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3. Today’s Speakers Brian Walker Eric Miller Vice President, Principal Analyst Director of Product Management Forrester Research Monetate Introduction by Alexis Henderson Director of eLearning Retail Online Integration #ROIWebinar

5. Keys to Successful eCommerce Replatforming Brian K. Walker VP, Principal Analyst Forrester Research May 24, 2012 5 © 2012 Forrester Research, Inc. Reproduction Prohibited Research, Inc. Reproduction Prohibited © 2009 Forrester

6. Survey details and demographics  150 US online survey respondents – Industry: distribution across all major verticals, but emphasizing retail, CPG, & travel – Company size: Distribution across mid-market and enterprise in both geographies – Small: 12 – Midmarket: 18 – Enterprise: 29 – Roles: Manager level and above; with responsibility within eCommerce – IT: 36 – eCommerce/eBusiness/Marketing: 16 – Line of Business: 4 – Supply Chain: 3 6 © 2012 Forrester Research, Inc. Reproduction Prohibited

8. eCommerce solutions are largely in-house today “Which of the following best describes your current “Which of the following best describes the technology eCommerce solution?” operational model for your current eCommerce solution?” Homegrown solution developed internally by our IT 37% Supported and hosted in- 59% group house by our IT group Commercial, licensed application (e.g. ATG/Oracle, 31% Supported and hosted by IBM) a 3rd party (e.g. systems 26% integrator or interactive agency) Open source ecommerce platform (e.g. Magento, 10% OSCommerce) Supported and hosted by 8% the product vendor Software-as-a-service (SaaS) commerce platform (e.g. 17% Demandware) Outsourced full service (e.g. Other 8% GSI Commerce, One-stop, 5% Speed FC) Base: 59 US eBusiness decision makers Base: 59 US eBusiness decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012 8 © 2012 Forrester Research, Inc. Reproduction Prohibited

9. And on-premise solutions are used across the capability set needed for eCommerce today “What operational model do you currently employ for each of the following technologies?” Don't use Licensed / On premise SaaS Contact Center Support Management Solution 8% 66% 25% Customer Relationship Management (CRM) 5% 63% 32% Web Content Management (WCM) 2% 75% 24% Order Management (OM) 5% 68% 27% Enterprise Resource Planning (ERP) 12% 61% 25% Product Information Management (PIM) 7% 68% 24% Product Content Management (PCM) 10% 61% 24% Digital Asset Management (DAM) 20% 51% 22% Base: 59 US eBusiness decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012 9 © 2012 Forrester Research, Inc. Reproduction Prohibited

10. …As well as many marketing services “How do you currently support the following eCommerce services?” Site search 24% 42% 32% Payment processing 27% 36% 36% Email marketing 22% 42% 32% Web analytics 19% 44% 34% Tax calculation 22% 47% 24% Customer ratings & reviews 27% 27% 34% Using homegrown solution Segmentation/Targeting 32% 37% 20% Using on-premise licensed Rich media (rotating images, solution 24% 39% 24% video etc) Using SaaS solution Mobile or Tablet Apps 22% 41% 22% Fraud detection 22% 39% 25% Product recommendations 24% 41% 20% Mobile Websites 22% 39% 20% Live chat 22% 34% 20% A/B & Multi-variant testing / site 20% 32% 24% optimization Base: 59 US eBusiness decision makers 10 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012

11. Perceived ROI is the leading reason features are migrated, but other less quantified reasons also lead “What process or criteria was used to prioritize the migration of existing and new features into the new platform?” Based on perceived ROI impact 63% Based on executive wish list 54% Based on competitive pressures 51% Multi-functional team consensus 41% Complexity and resource required to 22% implement and maintain Based on out-of-the-box platform 22% capabilities Base: 59 US eBusiness decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012 11 © 2012 Forrester Research, Inc. Reproduction Prohibited

12. Average delay for replatforming projects is 4.2 mo... “How long was your replatforming project delayed?” Delayed 1-3 months 58% Delayed 3-6 months 17% Delayed 9-12 moths 17% Delayed 6-9 months 8% Delayed a year or more % Base: 12 US eBusiness decision makers 12 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012

13. … And project scope is a typical casualty “Reflecting on your previous eCommerce platform replacement (migration) project, how would your characterize the results?” Our project was way over budget and 3% delayed Our project was somewhat delayed and 17% over budget, but to an acceptable level We launched on time, but were over 8% budget We had to reduce the scope of the project 36% to keep it on time and on budget The project was on time and on budget 36% Base: 59 US eBusiness decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012 13 © 2012 Forrester Research, Inc. Reproduction Prohibited

14. Despite how these projects are pitched, KPIs typically take a dip after redesign & replatforming “How long after the launch did it take for KPI’s (including conversion, average order value, load time) to return to pre-launch levels?” Didn't take any time 12% 1-3 months 44% 3-6 months 20% 6-9 months 14% 9-12 months 8% Greater than 1 year 2% Base: 59 US eBusiness decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012 14 © 2012 Forrester Research, Inc. Reproduction Prohibited

15. Conversion and load times are typically effected “Specifically, what KPI’s (key performance indicators) were negatively affected post launch of the new platform?” Conversion 39% Load time 44% New customer acquisition 31% Time on site 22% Average order value 25% Revenue per session 20% Base: 59 US eBusiness decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012 15 © 2012 Forrester Research, Inc. Reproduction Prohibited

16. Few respondents feel A/B & MV testing is a strength, but two thirds see it as a „must have‟. As you think about all the areas you need to be successful in marketing to and transacting directly with your customers online, what areas do you feel you are a leader in or have room for improvement in order to meet customer expectations and compete effectively to deliver value to your company? Somewhat of a strength Industry leading % believe it is a must have Site & System Security Compliance… 25% 37% 78% Site Design & Usability 24% 32% 88% Customer Service 25% 41% 92% Mobile Website 15% 24% 66% eCommerce Technology 22% 29% 93% Online Marketing 25% 32% 88% Payment Processing 25% 31% 88% Fulfillment 29% 34% 85% Brand Marketing 25% 32% 90% Fraud Prevention 22% 31% 85% Content Production 36% 22% 68% Back-End Integration 31% 24% 83% Segmentation/Targeting 34% 22% 71% A/B & Multi-variant testing 22% 19% 66% Online Merchandising 39% 22% 71% Mobile Apps (phone/tablet) 25% 20% 66% Analytics 25% 29% 78% Multi-channel Integration 36% 17% 61% 16 © 2012 Forrester Research, Inc. Reproduction Prohibited Base: 59 US eBusiness decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012

18. Replatforming remains a key initiative for many “When, if at all, are you planning to change your eCommerce platform technology solution?” We already have a project underway 10% Within 12 months 22% 12-18 months 12% 18-24 months 12% 24-36 months 14% More than 36 months 2% We are not planning to re-platform in the 29% foreseeable future Base: 59 US eBusiness decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012 18 © 2012 Forrester Research, Inc. Reproduction Prohibited

19. Nearly all those projects bundle a redesign, & include significant complexity and multiple touchpoints “What aspects were included in the replatforming project?” A new website design 71% A new eCommerce platform 66% Many new site features 51% Mobile website optimized for smartphones 49% A new customer service (call center) solution 41% Website optimized for tablets 42% A new order management solution 44% Mobile apps for smartphones/tablets 42% A new product search engine 36% A new A/B, multivariant, or optimization solution 31% Apps for tablets 34% A new recommendations solution 32% A new segmentation/targeting solution 32% A new metrics solution 36% New in-store kiosks 24% APIs for adding partners or new customer touchpoints 17% Base: 59 US eBusiness decision makers 19 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012

20. Replatforming is driven by conversion and AOV “What goals did you have for your replatforming project?” Improved conversion 20% Improved average order size 19% Improved site performance 17% Improved time on the site 15% Reduced customer contacts for service 7% needs Reduced marketing costs 7% Improved cross channel interactions, such 12% as traffic to stores or in-store order pickup Improved site up-time 3% Base: 59 US eBusiness decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012 20 © 2012 Forrester Research, Inc. Reproduction Prohibited

21. Complexity of the web environment is increasing “How many different solutions do you estimate you “How many solutions do you anticipate you will have integrated to support your website capabilities have integrated into your website 2 years from today?” now?” None % None 2% 1-4 10% 1-4 2% 5-9 22% 5-9 20% 10-14 36% 10-14 14% 15-19 12% 15-19 24% 20+ 19% 20+ 36% Base: 59 US eBusiness decision makers Base: 59 US eBusiness decision makers 21 © 2012 Forrester Research, Inc. Reproduction Prohibited Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012

22. SaaS has become an area of high interest for companies moving forward “How likely are you to consider a cloud (SaaS) eCommerce platform as a replacement?” Unlikely 11% 3% 86% Unsure Likely Base: 59 US eBusiness decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012 22 © 2012 Forrester Research, Inc. Reproduction Prohibited

24. Use a cross-functional team to lead replatforming projects “Who led the replatforming project?” The IT team, led by the CIO 47% A highly integrated , cross-functional, multi- 27% discipline team The eCommerce team, led by the 17% eCommerce leader The marketing team, led by the CMO 8% Base: 59 US eBusiness decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012 24 © 2012 Forrester Research, Inc. Reproduction Prohibited

25. Testing is critical to replatforming success “If you had to do it over again, how would you rate the following best practices as must-dos?” Critical Important Nice to have Take it or leave it Not necessary Architectural review of the technology 29% 42% 22% 5% 2% Greater due diligence on integrator 17% 46% 31% 3% 3% Greater due diligence on platform 19% 46% 31% 5% 0% More focus on integration best practices 15% 49% 25% 10%0% Proof of concept testing (POC) 25% 34% 32% 5%3% Rigorous technology testing prior to launch 39% 37% 24% 0% Scenario based evaluation of the solutions 15% 25% 47% 8% 3% Soft launch or BETA testing 19% 51% 15% 14% 2% Usability testing of the current site(s) 32% 44% 12% 7% 5% Use of independent resources to provide input to decisions 14% 27% 42% 8% 8% Use of site optimization tools to pre-launch features on our 15% 41% 31% 10% 3% existing site User acceptance testing of the business tools 25% 42% 24% 7%2% Base: 59 US eBusiness decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012 25 © 2012 Forrester Research, Inc. Reproduction Prohibited

26. Test new platform, design, and functionalities extensively “How would you characterize the decision making process that went into the replatforming project planning?” We tested the new design, content and features 50% thoroughly with users before launch 35% We tested the new design, content and features 39% in a controlled (BETA) launch before full release 52% IT We tested only wireframes and initial design with 6% Non-IT users 13% We tested the existing site but not the new 3% designs 0% We only tested some of the initial design, but not 0% the final designs or content we launched 0% Base: 36 IT professionals 23 Non-IT professionals Source: A commissioned study conducted by Forrester Consulting on behalf of Monetate, May 2012 26 © 2012 Forrester Research, Inc. Reproduction Prohibited

28. 11 Things to Do Before You Start Your Project 1. Pick the right model, product, and vendors 2. Plan on a program and not a project… define a roadmap 3. Form a strong cross functional core team 4. Define & communicate success metrics 5. Test your cx design & feature hypothesis before committing to the spec 6. Be clear on the business tools & resources required to be successful 7. Define & share user, business & technical requirements 8. Define and validate the technical specification, including integration 9. Develop a rational project plan 10. Develop an operations plan - post-launch 11. Do not go for the big-bang 28 © 2012 Forrester Research, Inc. Reproduction Prohibited

30. Question & Answer Session If you haven‟t done so already, please take this time to submit questions to our speakers using the “Q&A” box on your console. #ROIWebinar

31. Thank You Thank you for taking the time to attend our webinar today. For additional information about our webinar series, check out the following Web site: www.retailonlineintegration.com/webinar Please take a moment to fill out our feedback survey. (It will open in a new browser window/tab momentarily!) #ROIWebinar

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