Darwinian principles in the hyper competitive world of online retail and what adaptations it takes to win. Presented at Retail Global 2018, The Gold Coast, Australia.

1. AI, Content, and
the Customer Experience:
What’s the Future of Commerce?
John Mullins
Director - Watson Customer Engagement
Asia Pacific
@thejohnmullins

2. What’s the Future of Commerce?

3. What’s the Future of Commerce?
It will be like nothing we’ve
ever seen before.

4. “It is not the strongest
of the species that
survives, nor the most
intelligent that survives.
It is the one that is most
adaptable to change.”
Charles Darwin

5. Adopt
verb
take up or start
to use or follow

6. Adapt
verb
adjust for new
conditions

7. Adapt
verb
adjust for new
conditions
4 Tools for
Adapting

8. Superior
Sight

9. 78%of consumers say
personally relevant
content increases their
purchase intent*
*Marketing Insider Group

10. Using insight to provide more
Watson
Commerce
Insights

11. Superior
Strength

12. *Forbes
80%of businesses believe they
provide excellent customer
experience, but only 8% of
customers agree*

13. Bringing Digital and Store Together
13

14. Turn eCommerce into “Experiential Commerce”
Watson Content Hub
Headless Content
Developers control where
content goes; Teams control
what the content is, avoiding IT
bottlenecks.
HEADLESS
Teams can manage a
network of sites, on
multiple domains, in multiple
languages, with multiple teams
in control of different parts of the
customer experience.
MULTI
Coming 2018
Teams can manage
a site for their brand, and
coordinate a team of content
contributors and developers to
keep the site up to date.
SITE BUILDER
14

15. Superior
Speed

16. *Aberdeen Group
89%Customers retained by
companies with strong
Omni-channel strategies Vs.
33% of companies with a
weak strategy*

17. Speed to innovate matters
17
Innovation you
create on
our platform
Innovation IBM
drives inside
our platform
IBM Digital
Commerce

18. IBM Digital Commerce delivers the best of both worlds
IBM Digital Commerce
IBM Cloud
Get peace of mind from a multi-tenant SaaS solution with
IBM Cloud security, scalability and performance.
Control & Customization
Create a superior customer experience
to drive business results.
Speed & Simplicity
Innovate faster and execute better
than your competitors.

19. IBM Digital Commerce
A modern SaaS e-commerce platform for omnichannel customer engagement
Starter Store
Mobile
Optimized
Web Content
Management
Marketing and
Promotions
Advanced Site Search
and Navigation
Self Service
Administration
IBM and Third
Party Integrations
Externalized
Customizations
Customer
Service
Multi-Site
IBM Digital Commerce

20. Superior
Intellect

21. Retailers plan to increase
their use of AI in the
next three years
* PwC’s Global Consumer Insights Survey 2018

22. AI capabilities for Business Transformation
22
Insight into the
Business impacting
conversion
Strength of
Customer
Experience through
cognitive
capabilities to help
you differentiate
Speed of a cloud
based solution to
optimize your
operations

23. Superior
Sight
and understanding
of your customer
Superior
Strength
in Customer
Experience
Superior
Speed
in Innovation
Superior
Intellect
to win in the
market

24. If you’re not
at the table…
you’re on
the menu!

25. Thank you
25© 2018 IBM Corporation
John Mullins
Director - Watson Customer Engagement, Asia Pacific

26. 26Think 2018 / DOC ID / Month XX, 2018 / © 2018 IBM Corporation