The Ecommerce Department of The Future
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Ecommerce Department of The Future – Ecommerce UK introduces a selection of seasoned multichannel retailers and experts to talk about how their careers have progressed, as well as how and why ecommerce departments (and wider organisations) are changing to embrace multichannel retail. Presentations from Nupur Manchanda, Practicology; Emma Grinter, Waterstone’s; Jamie Merrick, Demandware; Marianna Satanas, Mr Porter; Ian Scarr, SLI SYstems; Arif Harbott, Morrisons; Elliot Zissman, Pythian; Jonathan Hall, Cranberry Panda.
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The Ecommerce Department of The Future
- 1. Ecommerce UK The Ecommerce Department of the Future Martin Newman – CEO Practicology Tonight’s hashtag: #EcomCareers Wifi code: Newton+apple
- 2. Thank You The attendees, without you, we have no one to share insight with Presenters for sharing insight Tonight’s sponsors without whom this event wouldn’t take place: Demandware, SLI Systems and Pythian Practicology team here tonight: Nupur, Jeremy, Joanna, James, Volha, Tina, Sarah and Laura (My wife)
- 3. Thank You Thanks to Joanna for moderating Cathy Crawley, my co-host Jonathan Hall and Cranberry Panda for filming Antony Alexandrou for photography www.3aphotography.com
- 4. Agenda Introduction: Martin Newman, CEO and Nupur Manchanda, Managing Consultant at Practicology Presentations: • Emma Grinter, Senior Online Marketing Manager, Waterstones • Jamie Merrick, Sales Engineer Demandware • Marianna Satanas, Head of Ecommerce, Mr Porter • Ian Scarr, UK & EMEA Region Director of Sales, SLI Systems • Arif Harbott, Ecommerce Director for Online Food, Morrisons • Elliot Zissman, Director of Sales, Pythian • Jonathan Hall, Founder, Cranberry Panda Q&A The bar
- 5. The industry is changing every day
- 6. And there is more to come… Ecommerce sales are growing as a percentage of total retail sales and becoming a significant part of many retailers’ total businesses £4bn – Amazon UK £2.5bn – Tesco Direct £1.65bn – Argos £1.2bn – Next £1.13bn – Sainsbury’s £1bn – Dixons £950m – Asda £950m – John Lewis £800m – M&S £366m – Debenhams £265m – Sports Direct £240m – Arcadia
- 7. Once online revenue becomes significant for retailers they must consider how they organise themselves to maximise sales and profitability
- 9. A model for the future?
- 11. The evolution of a Multichannel organisation Standalone eCommerce Semi Integrated Fully Integrated Most retailers are here
- 12. How might the eCommerce team change as a result? The eCommerce/Multichannel department will be less siloed from the rest of the business Customer Experience functions may emerge with roles that include online and offline aspects Customer Experience will be considered end- to-end across all channels – so UX won’t be a discipline that’s confined to eCommerce Traditional “retail operations” will make way for operations – including supply chain and IT
- 13. This creates opportunities for you! The Multichannel and eCommerce Directors of today are the CEOs of the future New senior job roles are emerging that require candidates who are digitally savvy – e.g. Chief Customer Officer Staff with analytics/insight skills are increasingly being deployed in organisations who want to understand their customers Multichannel retailing is driving sales growth for most retailers – demand for digital skills at all levels is increasing
- 14. Emma Grinter Senior Digital Marketing Manager Waterstones
- 15. How I am still climbing in the Snakes & Ladders of eCommerce by Emma Grinter
- 21. Chapter 1: 1999 – 2004 There’s a first time for everything Chapter 2: 2004 – 2009 The bright lights of the internet Chapter 3: 2009 – 2014 Déjà vu Chapter 4: 2014 – 2019 Success is in the eye of the beholder Epilogue Contents
- 22. Chapter 1 1999 – 2004 There’s a first time for everything
- 23. Chapter 2 2004 – 2009 The bright lights of the internet
- 24. Chapter 3 2009 – 2014 Déjà vu
- 25. Chapter 4 2014 – 2019 Success is in the eye of the beholder
- 26. Epilogue
- 27. Marianna Satanas Head of Ecommerce Mr Porter
- 28. Marianna Satanas Head of Ecommerce MR PORTER
- 29. 1996 - 1998 BTEC Graphic Design 1998 - 2000 HND Graphic Design 2000 – 2002 BA Graphic Design NO WORK YET LET ME TRAVEL 2003 – 06 Vibrant Studios – Ecommerce Agency - Director TOO YOUNG! NEED MORE EXPERIENCE 2006 Joined NET-A-PORTER Group 2006 – 08 Web Producer 2008 – 10 Web Production Lead 2010 – 12 Web Production Manager 2012 – 14 Product Manager MR PORTER.COM 2012 – 14 MSc Internet Retailing 2014 Head of Ecommerce MR PORTER.COM My Ecommerce Career so far……
- 31. PEOPLE • Risk-takers • Always Learning • Great Merchandisers • Can Do Attitude • Think Outside the Box • Trustworthy • UX • Be the Best • Logical • Entrepreneurial • Talented Developers • Digital Designers • Great Merchandisers • UX • Digital Marketers • Influential Editors • Clever Buyers • Business Analysts • Productive Project Managers ATTITUDE
- 32. Thanks for listening to my story… sorry about the over kill with animations!!
- 33. Ian Scarr UK & EMEA Region Director of Sales Searchandising Trends
- 34. Searchers are your most valuable shoppers 6x 547%
- 35. Value of Search *Based on analytics data for 200+ retailers 11% higher 3x greater 6 Min. longer Searchers vs. non-searchers* $11.09 w/ search $4.62 w/o search 7 more Pages Per Visit
- 36. 177% higher 47% higher 11% higher Boden Thompson and Morgan Snow & Rock SLI Learned Search Results Case Studies available @ http://www.sli-systems.co.uk/customers/case-studies
- 37. What’s HOT!
- 38. Learned Suggestions & Rich Auto Complete
- 39. Social Media Results Search Query: Munny
- 40. Social Media Results Search Query: Purple Roses
- 41. The Rise of Mobile Search • 25% of all search queries are made on mobiles • 59% of smartphone users regularly access search • 55% of conversions following a mobile search happen within an hour • 50% of searches FAIL to find what the searcher is looking for *Source – digitaldoughnut.com – The Rise of Mobile Search
- 42. Mobile site
- 44. Sports Authority Tablet display of Rich Auto Complete > Issue: Rich Auto Complete falling behind keyboard > Solution: Changed drop down to horizontal instead of vertical
- 45. Site Search Insights Fifty Shades 50 fifty shades of grey Maternity Pregnancy Outfits
- 46. Any Questions? Download our new eBook: How Creative Content Convinces Online Shoppers to Buy http://sitesearch.sli-systems.com/eBook2014-06-20ContentUK.html
- 47. Arif Harbott Ecommerce Director – Online Food Morrisons
- 48. Arif Harbott A journey from techie to consultant to entrepreneur to big corporate
- 49. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Different Job Roles Different Industry Segments Back-end developer, Front-end developer, User experience, Project manager, Demand generation, Mobile development, Demand conversion, Onsite ecommerce, Digital strategist, Data modeller, System architect, Tester, Insight analyst, Digital marketer, Portfolio investment, Management consultant, Account manager, Pre-sales, Digital operations, Ecommerce director Banking, insurance, gambling, retail, automotive, public sector, healthcare, technology, professional services, pharmaceutical, manufacturing, media, real estate, advertising, hospitality.
- 50. Techie (1996-1999) Consultant (1999-2007) Entrepreneur (2007-2009) MBA and Corporate (2010-2014) Specialism* = whole career in digital & ecommerce 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 1996 1999 2002 2007 2010 2013 2012
- 51. End To End Experience Technical Background Strategy Entrepreneur / Start Up Personality/ Resilience Trading Customer Focus Teams and People
- 56. Elliot Zissman Director of Sales Pythian
- 57. The changing technology landscape will influence the shape of your Ecommerce team Is it all getting too much? Ecommerce UK, July 2014 Elliot Zissman, Director of Sales
- 58. © 2014 Pythian WHO IS PYTHIAN? •Pythian HQ in Canada. Established EMEA HQ in London in 2013 •200+ leading brands trust us to keep their systems fast, up & secure •Utterly elite DBA & SysAdmin workforce 38%Pythian has grown an average of 38% every year for the past five years 310Pythian employs more than 265 leading minds in 26 countries worldwide. 1997Pythian was founded in 1997 3 58
- 59. FOR 4000 YEARS, RETAIL DIDN’T CHANGE • It was all local © 2013 Pythian Confidential59
- 60. AND TECHNOLOGY WAS BUILT TO HELP Store AS400 Inventory Price Look ups HR Dial up
- 61. AND THEN ONLINE CAME ALONG • So you hired a young, dynamic “webmaster”
- 62. AND THEN ONLINE CAME ALONG • Who may have had too much to do
- 64. AS DID CUSTOMER DEMANDS • Along with eBay… – Came fraud solutions – The payment landscape changed • New alternative payment providers (like PayPal) • Along with Amazon… – Came shipping and logistics solutions – Market Places – Drop shipping • Along with social media… – Came comparison engines – Rating systems – User feedback and sharing
- 65. SO NEW TECHNOLOGY EMERGED
- 66. AND YOUR TEAM GREW • Led by a young, dynamic Head of Multi-Channel Developers DBAs Infrastructure team Marketing Merchandising
- 67. AND CUSTOMERS STILL ASK FOR MORE • Personalisation – Order history – Know your household (KYC) – Personalization • Connectivity – An educated customer – Best price wanted in-store & on-line – Salesteam may have less knowledge than shopper • All systems expected to be fully integrated – Single view of customer – High performance – High security
- 68. AND TECHNOLOGY WILL GROW AGAIN
- 69. SO WHAT STARTED LIKE THIS Store AS400 Inventory Price Look ups HR Dial up
- 70. NOW LOOKS LIKE THIS
- 71. IS IT TIME TO STEP BACK AND THINK? • What roles in your organisation are there just to keep the lights on? • What roles are giving you a competitive advantage?
- 72. KEEPING THE LIGHTS ON WAS SIMPLE
- 73. THEN GOT MORE COMPLEX
- 74. UNTIL WE THOUGHT… • What’s core to our business?
- 75. Do you want this to happen again? • How big a team do you want to manage?
- 76. FOR US, IT’S ABOUT DATA • Focus in on your data – can your team give you insights? Or just keep the lights on? Data experts Customer insights Product analysis
- 77. HOW PYTHIAN WORKS WITH RETAILERS Pythian’s outsourced database experts offer: • Performance Management • High Availability • System Integration • Big Data Business Benefits: • Increase response times for better customer service and retention • Accommodate growth with improved scalability • Improve security for PCI compliance and protect against data breaches • Integrate with backend systems for fast, seamless services • Minimize data loss and downtime with high availability • Support big data analytics Allows you to: • Make data available to customers improved customer engagement, retention, and loyalty. • Personalise site for more targeted customer offerings to enhance customers’ shopping experience and increase revenues • Deliver data fast to reduce cart abandonment
- 78. © 2014 Pythian Elliot Zissman: Director of Sales twitter @elliotz Zissman@Pythian.com +44 20 3411 8378 x1503 +44 7958 623 711 www.pythian.com THANK YOU / Q&A 78
- 81. brief intro... cranberry panda is 4yrs old specialist agency focusing on ecommerce team of 17 pandas we are from ecommerce clients range from John Lewis & Argos to online start ups
- 82. skills in demand a shortage across all roles 60% of roles are new roles teams are growing and roles are dividing specialisms moving internal – e.g. search design – huge trend for contracting
- 83. emerging roles and skills design – UX/UI search is dividing – social, display analysts – data and business as well as web internal strategy and innovation
- 84. developing industries gaming & gambling retail taking skills from other sectors international publishing
- 85. where the big bucks are all areas – average salary in ecommerce is £40,200 finance and gambling all areas of analytics where’s the excitement?
- 86. there is a gender gap in ecommerce ecommerce is 51% male & 49% female 71% had a pay rise last year feeling valued and respected is the most important thing people look for Some interesting stats!! majority expect a rise of 10% - 20% when moving roles ecommerce salaries are 48% higher than national average 27% men and 51% women are in roles sub £35k
- 88. Ecommerce UK THANK YOU! Tonight’s hashtag: #EcomCareers Wifi code: Newton+apple
Hinweis der Redaktion
- Hi I am Marianna Satanas a cocky but hard working North London girl who somehow ended up as HoE for Mr Porter! There are different ways of how people get into ecommerce I am here to tell you about my path….
- Ever since I was at school I loved fashion but wanted to get into the publication side of it so I went to college and did BTEC in Graphic Design, my mum was pulling her hair out as she didn’t understand why I needed a degree to draw and was begging me to be a teacher!! Anyway…I quite liked what I was doing so I carried on with my HND however I just wanted to do practical side of Graphics not write a dissertation – if im being honest I was lazy then I learnt the same things I did at college but in further detail, when I first started my HND I wasn’t doing anything to do with digital then a year later we were introduced to digital photography which blew my mine – im easily impressed Love HND so much wanted to learn more so I started my BA- …literally 6 months into starting I was designing pages for this thing called the Internet, never heard of it before! And for a browser called Netscape anyone remember that - I am getting old Even though my studies had nothing to do with eCommerce what I learnt then helped some aspects of my career First freak out I needed a Break – personal stuff all too much, was graphics the career for me etc 2003 – I went to a company called Vibrant Studios which was set up as an extension of PC Angels who specialized in epos systems for physical stores. As soon as I joined everyone all of a sudden everyone wanted an transactional website. This was my first real experience with ecommerce, I did everything, sales, web design and dev, Marketing, Merchandising on sites, implementation of the backend stock system with Actinic which was the front end ‘store’, you name it I did it, even made the tea and sandwiches!! After nearly 3 years felt I needed to get more experience in ecom from an established business rather than just winging it. Don’t get me wrong we were doing good stuff clients saw positive results considering people were still skeptical/scared to shop online…… SO 2006 an opportunity came up at NAP as a web producer took it…the job entailed creating and maintaining NAPs content, there were 20 people at the time in tech and 2 in Web Production. I first looked at NAP in 2000 and I thought nobody is going to buy products that cost that much…. How wrong I was…. Even though I didn’t study web development or ecomm everything that I learnt at uni I was able to apply at NAP esp UX how people react to layouts, colours, positioning etc. Wasn’t until I was Web Prod Man I got stuck into ecomm with the development of TON. Learnt a lot form my bosses boss who was VP of ecom at the time about quick wins, navigation, purchasing… Its really important to have someone you can learn from in your career doesn’t have to be your direct boss and that person doesn’t have to work at the same company as you. 2012 – I realized I was doing too much, responsible for the content creation and maintenance of the 3 sites, managing 12 people, as well as getting involved in strategic projects! Plus I just started my MSc In Internet Relating!!! As I was doing too much I wasn’t doing anything well, lesson here is to do less and do it the best you can. Trust me everyone will benefit to this! It is a skill to know when you are taking too much on and actually speaking up about it. Never be afraid of raising the red flag. On the verge of another breakdown as I was juggling too many things my old bosses boss was now MD of Mr P asked if I would be interested as product manager of Mr p. I jumped at the chance as I knew I would be working on one brand and responsible for the business requirements that tech needed to work on. Being a PM which at MR P is essentially responsible for ecom and you have to wear many hats, tech, business, merchandising, creative, marketing, product management, you do end up arguing with yourself about what needs to be prioritized but in the end you get there! I learnt about Stakeholder management, trying to keep everyone happy is tough but the most important people and the only people that matter are your customers! And ok maybe you boss and CEO I am now HOE of Mr P dealing with the Execs more, I am apart of the senior management team , even though I don’t directly manage people (I have dotted lines and I am the key stakeholder) I have to be an influencer which for me in my experience is much more of a challenge than managing people.
- I’ve picked up many skills over the years at NAP, as a result I am able to manage upwards, give advice the Executive team and to my peers in other departments, run the management of the ‘Mr porter shop floor’ so the Execs can get on with their top level strategic work, very importantly my MD and key stakeholders trust what I am prioritizing is best for business and customers. When I first started I had some key skills, in hindsight the most important one was Communication. Apparently until I joined the company nobody from Tech actually spoke to Creative!! When I asked the Creative Production Manager to approve the magazine on our preview environment she told me she thought someone was pulling her leg. In-fact she actually had to come to my desk to see if I was real! As the business was expanding I had to grow the Web Production team from 2 – 12, I had never been a manager before so I learnt how to manage people on the fly – that was fun!! Not only was the business growing but so was my role and responsibilities. I learnt how to listen and be patient as not only did I have to manage my team but also my stakeholders. Being involved in the development of the Outnet I started to acquire more UX skills and the tricks of eCommerce. Technology keeps on evolving, its so great but so can be annoying at the same time Luckily Agile was introduced to the company in 2009, it was easy to adapt to how IT were developing and releasing features especially now that I had to take Mobile devices into consideration. I’ve never stopped learning and acquiring new skills, as HoE one of my roles is Comm product manager and having the ability to be an influencer is definitely helping me move Mr Porter business initiatives forward.
- Of course its not just about my skillset that makes the 3 NET-A-PORTER Group brands successful. I work with some amazing people developers, marketers, merchandisers, designers, UX and they all have great skills and knowledge. However the thing that stands out to companies like ours is attitude! Nearly every person I work with is entrepreneurial and has a can do mind set, this is what helps make the NET-A-PORTER Group the success it is today.
- Content Shortage across all roles – 60 % of roles last year were brand new jobs. Lack of people coming into ecommerce – no time to train people. Roles dividing and sometimes hard to get people to specialise as it ends up down a dead end – where do they go. - If there is a plan to move people, improve people, PPC/SEO moving inhouse – ongoing trend design – young going free-lance
- Content UX/UI/ Customer experience is a popular and hard to find role. The blend of design/analytics is an interesting mix, like creative design and front end dev – slowly stopping – salaries can be 25% higher than web designers and look at contract, project based like mobile etc. Where they sit in the team is interesting Search is dividing as Seo continues to be content driven and paid search crosses more channels like social biddable Strategy, innovation specialists – purely there to guide the future From 200 people asked there were 141 different job titles
- Gaming and gambling are booming and are particularly strong in certain disciplines - Excellent at UI to maximise spend - Excellent, very deep analytics on the site and customer - eCRM – some of the best, really targeted segmentation and rapid deployment Likes of John Lewis are taking senior online marketing people from gambling – sometimes have a deeper understanding of analysis The UK is the world leader – countries are looking at our guys to help them. We work across europe, NZ, Hong Kong – this could create a real pull for our carefully nurtured resources – ok for now as many countries are behind so hard to come back at a higher level but this will increasingly happen Grazia recently bought xxxx – looking to launch their online store – Dailymail group with their huge content driven site is pushing it’s online channel.
- Average for UK 27k -