GSPANN Retail Analytics Shop.org 2016

Retail Analytics at Shop.org 2016

Meet Us at Booth #2015

Using Cross-channel Analytics to Find Meaning in the Noise

Often times in this age of rapid consumer behavior shifts and constantly evolving patterns in customer engagement, analytical insights of yesterday becomes irrelevant with incessant consistency. With constant and occasionally radical disruptive shifts in consumer behavior the mantra to successfully understand the nuances of the varied signals is, ironically enough, to keep it simple.

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GSPANN eCommerce Content Management Shop.org 2016

eCommerce and Content Management at Shop.org 2016

Content and Commerce

The content challenge of today’s eCommerce marketers

eCommerce has become the battleground for delivering the best ‘experience’—retailers are forced to continue their investments in innovation, content, and technology that will deliver on customer expectations while staying ahead of the competition.

Though eCommerce platforms have evolved rapidly over the past few years—adding in PIMs, omnichannel capabilities, and better enterprise integration—they have yet to meet the demands of the marketer and merchandiser responsible for telling stories about their products, companies, and brands.

People who have experienced the capabilities and ease-of-use of a contemporary CMS like Adobe Experience Manager, Sitecore Experience Platform, or e-Spirit FirstSpirit CMS, bemoan their struggles to easily create and publish content using the built-in CMS capabilities of today’s eCommerce platforms.

So, what are marketers’ key concerns and limitations?

  • Lack of common, expected capabilities: Content scheduling calendars, publishing workflows, control over presentation templates, multi-language content translation, media libraries, and many other capabilities that marketers have come to expect.
  • Lack of sophisticated capabilities: Experience personalization, multivariate testing, cross-channel content publishing, multi-level workflows, content auditing, and other contemporary tools that marketers want to use.
  • Content publishing tied to code release cycles: IT will, for the lack of more sophisticated governance models, force content releases into the code release cycles, thereby severely limiting the agility of the marketing team.
  • A general dependency on IT for content publishing: Built-in content management capabilities often require more ‘hands on’ coding in HTML and CSS than actual content writing to get things to work, which limits the independence of the marketing team.

So, is there an alternative?  Can we really get the same capabilities that we love in our favorite CMS when using our existing eCommerce platform?  The answer is a resounding ‘yes’!

Bring the best of CMS to eCommerce

You can indeed provide CMS capabilities that work seamlessly with existing eCommerce investments. Note that there are some caveats, but we have success in bringing modern, enterprise-class platforms together that deliver value to the marketing organization.

We have delivered content management experiences that work seamlessly with an incumbent eCommerce platform.  In the end, the marketers get both the common and more sophisticated capabilities they want, while complete working independently of the IT and their code release cycles.

Before integrating the platforms, eCommerce marketers and IT must consider the business needs and technology roadmap before deciding which, of the possible approaches, or models, they want to implement.  These considerations determine which platform ‘owns the glass’, or in other words, is responsible for delivering the web pages.

We have found the following models the most common:

  1. eCommerce owns the glass: In this model, the incumbent eCommerce platform continues to deliver the web pages as it does now.  The advantages are they you do not need to touch a working page delivery platform—it is proven and works.
  2. CMS owns the glass: This model is native to most web content management systems today, where they assemble and deliver the web pages as part of the CMS.  The advantages are that you do not lose any of the native capabilities of the CMS.
  3. Hybrid ownership of the glass: In this model, the eCommerce and CMS each take control of delivering respective pages of the website.  For instance, the eCommerce platform would continue delivering category page and product detail pages, whereas the CMS would focus on sections of the site that may include corporate details, a look book, seasonal and promotional pages.

There are clearly pros and cons for each approach, and these must be considered carefully prior to making a directional decision.

Come learn from our experience

Drop by our booth (#2106) at Shop.org 2016 and ask for Rolf.  I will be glad to discuss how we have delivered seamless solutions for some of the largest retailers in North America.  Learn how we integrate contemporary CMS platforms with Demandware, Hybris, Oracle Commerce, IBM WCS and others.

I will walk you through a case study, where we recently integrated Adobe Experience Manager (AEM) with Demandware to create for the client a solution that allows them to leverage the Adobe Marketing Cloud capabilities while delivering a common experience globally across several brands.

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Adobe 2016

Adobe Summit 2016

See GSPANN at Booth #209

Understand how GSPANN helps retailers succeed

GSPANN will be attending Adobe Summit 2016, from March 20th -24th in Las Vegas, to help retailers learn how to use Adobe Marketing Cloud to create compelling shopping experiences for their customers.  As an Adobe partner, GSPANN has assisted various organizations engage their customers with shopping experiences that differentiate their brand.

We help leading apparel, department store, grocery and specialty retailers deliver seamless omni-channel experiences to their customers, by combining eCommerce systems with content management, mobility and customer intelligence solutions.  We understand the challenges that retailers face in planning and executing roadmaps that deliver their omni-channel vision in a timely, cost-effective manner, while they work to combine their existing technology investments with emerging technology opportunities.

This understanding enables us to provide consulting and technology services that result in high-value retail solutions that directly impact sales results and the brand experience. By integrating the Adobe Marketing Cloud with e-commerce platforms like Demandware, SAP Hybris, Oracle Commerce (ATG) and IBM Websphere Commerce Server, GSPANN creates powerful, integrated marketing and selling engines for organizations.

Come stop by booth #209 at Adobe Summit 2016 to learn how we integrate e-commerce with the Adobe Marketing Cloud to drive customer engagement.

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Sephora Play

The Rise of Subscription Boxes

Sephora Fans Can Now Enjoy Samples Shipped Directly To Their Door

Sephora recently launched its very own beauty subscription box service. This new program will be competing against BirchBox and Ipsy. Both of these companies have proven the beauty box model works and have over 1 million subscribers. The appeal of these beauty boxes lies in the ease they provide for subscribers. At the low cost of $10 a month, subscribers are sent 4-6 deluxe size samples of beauty and hair products. They are able to sample these products before deciding if they want to purchase the full size bottle. Furthermore, Birchbox and Ipsy provide their customers with discounts when they buy beauty products directly from their site.

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NRF-BIG-Show-2016

NRF 2016

See GSPANN at Booth #1225

Understand how GSPANN helps retailers succeed

GSPANN is returning for NRF 2016, January 17-19th in New York City, to help retailers drive revenue by adopting WCMS.  Our experience integrating WCMS with other enterprise platforms enable organizations get the most from their platform investments.

We help leading apparel, department store, grocery and specialty retailers deliver seamless omni-channel experiences to their customers, by combining eCommerce systems with content management, mobility and customer intelligence solutions.  We understand the challenges that retailers face in planning and executing roadmaps that deliver their omni-channel vision in a timely, cost-effective manner, while they work to combine their existing technology investments with emerging technology opportunities.

This understanding enables us to provide consulting and technology services that result in high-value retail solutions that directly impact sales results and the brand experience.

Come stop by booth #1225 at NRF 2016 to learn how we can help deliver your omni-channel vision.

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HP Engage 2015

GSPANN Speaking at HP Engage 2015

Delivering Proactive Marketing with HP TeamSite

Maintaining relevance along customer journeys

GSPANN will be speaking at HP Engage 2015 about their experience in using HP TeamSite to deliver proactive marketing for their customers.

Proactive Marketing with HP TeamSite

With marketing constantly adjusting to the changes in consumer preferences and perceptions, marketers are looking for ways to proactively engage consumers with relevant experiences.  Proactive marketing involves bringing together a combination of tools and approaches that continue to deliver the ‘right message, at the right time, to the right people’.

Join Us at HP Engage

Nav Grover, a co-founder of GSPANN Technologies will be presenting how GSPANN is helping its clients achieve ‘proactive marketing’ with HP LiveSite. In this presentation, GSPANN will discuss how your investment in HP LiveSite can deliver relevant experience within customer journeys that drive the engagement and conversions organizations are looking for.

Please join us at HP Engage 2015 to hear this presentation on Monday, November 9th 2:15 pm – 2:35 pm.

You can also find us at booth #7, where you can meet Nav Grover, the presenter.

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OOW_2015_Outside

Oracle Open World 2015

See GSPANN at Booth #2441

Understand how GSPANN helps Oracle-focused retailers succeed

GSPANN is an Oracle Gold Partner that provides global strategy and implementation for Oracle Webcenter Sites, Oracle Commerce (ATG), Endeca, and Advanced Analytics.  We integrate and optimize Oracle platforms with those of other vendors to deliver eCommerce solutions that drive conversion and fulfill customer demands around mobile, personalization, and omni-channel experience.

We help leading apparel, department store, grocery and specialty retailers deliver seamless omni-channel experiences to their customers, by combining eCommerce systems with content management, mobility and customer intelligence solutions.  We understand the challenges that retailers face in planning and executing roadmaps that deliver their omni-channel vision in a timely, cost-effective manner, while they work to combine their existing technology investments with emerging technology opportunities.

This understanding enables us to provide consulting and technology services that result in high-value retail solutions that directly impact sales results and the brand experience.

Come stop by booth #2441 at Oracle Open World 2015 to learn how we deliver successful Oracle-based solutions for our clients.

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CustomerJourney

Matching Content to the Customer Journey

The Customer Journey Defines Your Content Selection

Accessing the Right Content to Deliver a Relevant Experience

Marketers looking for the best return on their investments need to be looking at content development in the context of the customer journey. As customers move through the sales, delivery and support cycle with your company, the type of content and subject matter you deliver to them needs to changed in order to deliver the most impact. The goal is to engage the right people, at the right time, with the right content.

While such a goal may seem intuitively obvious, the complexity of putting a content program in place based on the customer journey can quickly spiral out of control. This is due to the countless number of potential nuances when you factor in multiple product lines, language barriers, and demographics. What usually ends up happening is that some of the content gets delivered to some customers on some of the right channels. Good enough might be ok for some, but when competitors start to step up, good enough won’t be sufficient for long-term success.

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20% of Sales are Attributed to The Email Marketing Channel

Email Marketing Continues to Rock-on!

Why you should continue to invest in email marketing

Prognosticators of Email’s End—Beware!

There are many examples of people lauding the end of email with each new digital channel that marketers latch on to, but as we know the numbers have told us, and are continuing to tell us a different story about the perennial value of email.

Email Is Dead
You can find the web littered with skeptics over the years.

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swim-lanes

Build A Sitecore Analytics Roadmap That Leads You To Success

What Does an ‘Analytics Roadmap’ Look Like?

Develop a Plan that Enables Your Success

Getting started correctly is important, but continuing on the correct path will help you achieve your analytics goals. As with many tasks marketers undertake these days, having a ‘cookbook’ to guide your efforts reduces your learning curve and increases your success rate.

We have defined a roadmap that will allow you to enter at various points along the journey, depending on your current level of maturity.  Assessing your current maturity level using MADD will help you determine where the ideal entry point is for your organization on the roadmap for your organization’s current maturity. Continue reading “Build A Sitecore Analytics Roadmap That Leads You To Success” »

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