Monday signalled the official start of Imagine Commerce 2016, and the Wynn Hotel was buzzing with attendees, running around with their Magento backpacks full of gift goodies and name tags flying behind them, as they rushed to find their conference rooms. The attendees were treated to a PayPal-hosted breakfast at the start of the day, with a Merchant & System Integrator Payment Panel. As everyone involved in eCommerce knows, the payment step of the checkout process is vital to online commerce and business growth. Therefore, it stands to reason that positive upgrades to the payment system will grow your business by increasing the number of orders and providing a better user experience for your customers. Panelists at the breakfast talked about effortless payment experiences, easy payment integration, the significance of security, how to increase mobile conversion, and globalisation.
The panel was composed of:
Moderator: Andy Barker, Head of Strategy & Growth, Global Payments, Magento
Rick DeWalk, eCommerce Technology Manager, Le Creuset
Chris Guerra, Chief Marketing Officer, Blue Acorn
Bob Meyer, Managing Director US, Gorilla Group
Daniel Nettleton, eCommerce Manager, Espresso Parts
Rob Tull, Director of Solutions, Classy Llama
Shane Vaughan, President of eCommerce, Agri Beef (SnakeRiverFarms)
After breakfast, the attendees could attend any number of the following events.
Commerce Conversations Session I
This session had attendees sitting at various round tables with the intent of encouraging networking and cooperation by promoting the investigation of different eCommerce topics via group dialogue. Attendees introduced themselves, shared their ideas and best practice, and learned how their peers tackle challenges and trends. The session kicked off with the question, "What current trends are impacting your business?" followed by, "How do you stay ahead of customer expectations?" What happened in reality was open, honest discussions between participants who talked about their current struggles and expectations for their businesses. We saw a lot of advice being passed around, and attendees learning from one another.
Many retailers and smaller business owners were looking to refine their businesses and find out more about Magento 2. It was interesting to observe what issues smaller business owners are facing.
In regard to Magento:
- Is it worth moving my business to Magento 2? What will it offer me?
- How can I acquire new traffic on a budget?
- How can I face the growing competition online?
- What online advertising works best for my particular business?
- Behavioural targeting on social is a great (cheap) way to reach new traffic; but what channel is best for my business?
- Instagram is currently very effective, with traffic resulting in great conversion rates.
- Instagram is a great channel for niche products, as followers on Instagram tend to be more loyal than their Facebook counterparts.
- Releasing freebies through influencer targeting is a cheap way to gain traffic, but finding the right influencer and the right market takes time and energy.
- Single-brand businesses want to convey their brand story, and aim for a fantastic experience with a personal touch. For a multi-brand retailer, transparency is crucial to beating competitors, and delivery especially must be transparent.
Keith Howard, Head of Product Design & UX, Magento Commerce
Ann Hudspeth, Sr. UX Manager, Magento Commerce
Marissa Rodriguez, User Experience Architect, Magento Commerce
- Empathise to gain a deeper understanding of users and their issues and get feedback about the site from users who have never bought the products. Have a beginner's mind and engage with the audience in their context, and engage with extreme users, which will help to amplify the needs and desires of your audience.
- Define by synthesising data to understand root causes. Any solution that is designed needs to be crafted towards the target audience. Define the problem, put together a Customer Problem Statement and ask the client the five "why" questions.
- Map out the customer journey in the context of search, evaluate, decision, and purchase.
- Ideate by brainstorming solutions for the problem identified via methods such as rapid sketching, active brainstorming, process flows, and participatory co-design (designing with the customer).
- Build a prototype to better understand the design. The simulation should be easy to build, either as storyboards, or in physical, digital, or paper form. Modern technology allows to quickly test a low-cost solution to the issue without having to create the full product.
- Test your design to learn if the solution really works, identify the testing team, and create the scenarios. Then, write the test plan, recruit the participants, run the test, analyse the data and report the findings.
Rob Sweeney, Director, Product Management, Magento Commerce
- Dale advised against the "Only One Who Cares Syndrome," whose signs include low trust, dictating how things should be done, a culture of fear, filtering all decisions through one person, and low morale.
- Dale's recipe for success included:
- stepping away to gain clarity.
- getting the right people on board.
- criticising the "what" and not the "how."
- moving from "stepping on toes" to high transparency.
- weekly performance report in Salesforce to track key metrics and benchmark.
- delegate, train, and repeat.
- Drew shared the lessons he has learned and advised to:
- love what you do.
- not confuse first with being the best.
- become a master.
- align yourself with smart people.
- have difficult discussions early on.
- test, learn, iterate.
- They learned that your customers are not just the people who buy your product, and to tap into identity and subcultures to grow your brand.
- They also learned to use a blend of traditional media and social media to spread the message.
- The omnichannel approach should be used to reach different customer segments, and that it's vital to retain a sense of discovery, and to connect via emotion and nostalgia.
- The challenges included growing profitably, building the right team, and staying ahead of the competition.
- They learned to build the company from its sales, to own or control as much of the process as you can in order to be closer to your customers, and to create a well-loved brand.
- FedEx CrossBorder enables retailers to reach customers in new markets by integrating FedEx CrossBorder into their existing eCommerce website. By utilising specialised tools, a merchant can get rid of payment, customs, and language barriers from a customer's shopping experience. International customers can visit a site without the retailer having to deal with any international shipping or paperwork, because the global orders ship via FedEx Crossborder.
- Fanplayr is an eCommerce marketing solution that gives merchants a segmentation engine that targets users in real-time with relevant offers and messages to increase conversion rates.
- Straker Translations offer a translation extension that provides complete automisation of the translation process. It's easy to install and set up in Magento, it's scalable up to eighty languages and thousands of products. Simply put, it offers human-quality translation for eCommerce sites at cost-effective rates.
Ashley Gensler, CEO, Loom Décor
William Mahar, VP of Marketing & eCommerce, Leading Lady
Jeanie Peterson, Co-Founder, SOL Lingerie
Michael Rosenthal, Technical Project Manager, Alpine Consulting
Kaushal Shah, Director, Magento Practice, Perficient Inc.
- MCOM is a SaaS OMS platform, with a seamless integration to Magento 1.14 and 2.0
- MCOM is a new product, built from the start of 2012 on PHP
- MCOM integrates all of a retailer's order channels into one platform
- MCOM can build complex rules, inventory, and order automation
- MCOM offers payment and fraud services
- An iOS is available for stores to fullfill orders sent by MCOM
- multiple inventory placements - MCOM can dispatch the order to the location that can fulfill it the cheapest and fastest way
- automatically splitting orders on different inventories to meet the delivery
- built-in automation rules