March 30, 2020
Top 3 Ways to Better Connect with Mobile Shoppers

Top 3 Ways to Better Connect with Mobile Shoppers


– Hello everyone, and welcome to today’s
webinar called “Top 3 Ways To Better Connect With Mobile Shoppers.” I’m Debbie
Hauss, Editor-in-Chief of Retail TouchPoints and I’ll be moderating
today’s presentation. We’re honored to be joined today by Brandon Finch from the
Jelly Belly Candy Company and Suzy Meriwether from Mozu who will share
insights into how retailers can maximize revenue by optimizing mobile strategies.
So for today’s presentation we’re using the ON24 platform. Right now, you should
be viewing the ON24 dashboard which shows the live viewing screen. By clicking on
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questions during the presentation and press “Submit.” You’ll also find a widget
named “Resources” under “Questions.” Here you can download assets our presenters
have provided. All you have to do is click on the resource and it will automatically
download. Today you can access a white paper from Mozu and
also the slide deck. We also welcome you
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introduce today’s speakers I just want to remind our audience that the live
presentation is slated for approximately 40 minutes with time for questions at the
end. Again, we invite our audience to submit questions in the ON24 questions
area as they come to mind. Our presenters have agreed to stay online following the
presentation to respond to your questions and I also want to point out just a few
other housekeeping items. The webinar is being recorded and all attendees will
receive an archive link to the presentation to go back and review or
share with colleagues. In addition, the slides will be posted to SlideShare. So
today, we’re going to have an interactive Q&A with Brandon Finch and Suzy Meriwether
and here are their quick bios. So Brandon Finch is the Director of E-business at the
Jelly Belly Candy Company. He has more than 15 years of experience in e-commerce
industry. Brandon specializes in coordinating, development, maintenance,
and tuning of e-commerce websites based on an intimate understanding of retailing
coupled with usability and end-user service. Brandon’s e-commerce career
started at Patagonia a privately held global leader in outdoor apparel where he
was instrumental in shaping customer service, merchandising, SEO, affiliate
marketing, and usability and we’ll also speak with Suzy Meriwether, Director of
Product Marketing from Mozu. Suzy leads the product marketing team with
responsibility for translating global retail trends, interproduct strategy for
both of the company’s platforms, Volusion and Mozu. She’s passionate about helping B
to C companies deliver great customer experiences across the entire customer
life cycle. Prior to joining Volusion Suzy was director of global campaigns for
Oracle customer experience product portfolio, introducing the concepts of
customer journeys to Oracle’s global customers. Suzy has more than 20 years of
industry, product, and marketing experience with software companies. Prior
to joining Volusion she served at top companies such as Right Now, IBM,
Clarify, Vignette and Software AG. So first, before we get into our discussion
again, “Top 3 Ways to Better Connect With Mobile Shoppers.” We’re just going to
start with a few mobile facts. So first, the fact is that 85% of today’s connected
consumers expect to see most mobile experience. They want to be able to access
consistent product information whether they’re on the go or in the store.
Also, 39% of consumers use their mobile devices to make online purchases and 51%
use their mobile device to check in-store product availability. Aligning with these
numbers we found in a recent study by Retail TouchPoints in our omnichannel
study that 70% of retailers reported increased revenue from their mobile sites
and 54% have reported increased revenue from their mobile apps in 2014. Yet only
31% of retailers today consider themselves omnichannel integrated according to a
recent retailer consumer study from Mozu but retailers acknowledge that
multi-channel customers are more profitable than single channel customers
as we found in our omnichannel study. Forty five percent said they’re up to a
50% more profitable. So this omnichannel disconnects the challenge retailers must
address to be successful moving forward. So now, let’s hear from our panelists
about these topics and trends. Suzy, can you talk a little bit about
the challenges of providing a truly responsive
shopping experience? – Hi, Debbie. Yeah, thanks. I can and I
agree with you. We’re all addicted to our smartphones and tablets and we all expect
to be able to shop on our smartphones and tablets just like we shop from our PC
today. For example, we expect the experience to be fast. We expect to
easily search for what we want and we want an easy checkout and I think people
only buy from retailers if it’s easy and even fun and a bad mobile experience well
it’s just not fun and it reflects badly on the retailer’s brand. So it’s a given that
today’s shopping journey is a multi-channeled shopping device journey. I
start my search on one device and then use another to browse and then another to buy
and what I’ve seen is retailers are responding to this but some retailers are
just making the changes in the easy places like home pages or category pages.
So it might be optimized for mobile but the other pages aren’t and shame on them
because well that’s just not enough. Every page and every interaction needs to
be consistent across all devices and furthermore I should be able to add an
item to my shopping cart on one device and have it show up when I go to that site
from another device and until now doing this has been a very manual
process for retailers. They’ve been managing content differently on
different devices and keeping them in sync and consistent has been very difficult.
Any e-commerce platform you use should make it very easy for you to do this. You
should be able to deliver great shopping experiences across all devices. So for
example, ask yourself, “Does your e-commerce platform make it easy for
you to create a site one time and have it immediately available and consistent on
every device of every size? Can you use a single admin console to make the changes
and have them displayed? Can you set up products faceting and search and have it
work automatically on every device of every size? Can you set up promotions and
discounts and have it work automatically on every device of every size? And does it
support persistent shopping carts across all devices?” We’ll talk a little bit
about Mozu, which was architected to meet this need with Responsive at its core so
that you automatically get a consistent experience across all
devices with no extra effort. – [Debbie] Terrific. Thanks so much for
that overview, Suzy. Now let’s ask Brandon if he can fill us in a little bit on
how… Can you talk, Brandon, a little bit about your experience providing a mobile
shopping journey at Jelly Belly? – Sure. Thank you very much.
When I started with Jelly Belly three years ago, we did have a mobile site.
Unfortunately, that site was broken and it seemed like nobody had noticed. So you
could get to that site but the product images wouldn’t show, you couldn’t add to
the cart and there wasn’t any other content available. If you look at the left
side of the slide that I’m showing now, that was the original mobile site when I
showed up. So I went looking for a new vendor as you can imagine and I needed
it to be quick and easy to set up. So I found one. We got the very basics of what
we needed to but it really wasn’t a great experience. The mobile products
and the content were de-coupled from the desktop version. Some of the promotions
wouldn’t work in both versions and we had to maintain everything separately. It was
really clunky for the consumers too because information that they wanted
wasn’t available through the mobile site and while obviously it was an upgrade over
the previous experience and it did provide incremental revenue when you added all
the fees up we were giving back over 11% of the revenue per order right off the
top and that’s not counting any promotional discounts that we offered. So
when we had the opportunity to re-platform we were very excited to see
Mozu and we now have a responsive site, which allows us to serve our mobile
customers so much better without added cost. So that was an important
consideration for me and because it’s leveraging the optimized CDN it’s very
fast on desktop. We dropped about 50% off the page load speed for the home page in
recent testing and it’s pretty fast on mobile. We just launched last November so
of course we’re still learning but it’s really nice to build out one set of
creative or one piece of functionality and have that translate from desktop to
mobile. What that means is that the consumers who interact with us in both
environments don’t have to relearn the site when they switch. So they can
use a multi-device approach and all the products and the
content are available. – [Debbie] That’s great, Brandon. Thanks
so much and you really have some impressive results just from your initial
implementation. Fifty percent off the page load time is pretty impressive and I’m
sure that that’s delivering some increased sales and revenue. So back to
Suzy for a second. Let’s talk about communications in the mobile world. So
what do you think is the biggest challenge when we’re talking about
communicating with our shoppers? Suzy, if you’re on mute
you should unmute. – Right. Thank you, Debbie. I was on mute.
I think that communications, e-mail marketing is so easy and I don’t
know about you guys but I now have the fake e-mail that I register for all my
e-mails too because I’m just tired of getting so many e-mails and I think the
challenge for retailers today is personalized communication and I know a
lot of people are talking about it but few do it and I think the retailers who
figure this out will amaze and engage their customers and make them
loyal over time and what I don’t see happening is retailers taking the first
step to break customers into their segments. First and simplest is
male, female, or current customer or unknown customer and then they can grow to
customer lifetime value and then once you have this information I think the goal
retailers need to focus on personalizing the shopping path. As a
shopper, I really appreciate retailers who track my lifetime value and that should
be easy for any e-commerce system to track. Then with that data if I’m a new
visitor to the site you offer me the first time visitor discount and I have to
admit I like those, right? They get me hooked in and I’ll see
what you have to offer but then as I feel a relationship with
the retailer I want them to know me, know my lifetime value and I actually
expect bigger and deeper discounts because I think I’m a valuable customer and then
taking this back to mobile these offers, these discounts, this personalization I
have to get the same offers and discounts on mobile devices as my PC. You can’t set
up a different journey and a different promotion stream for me on a PC versus a
mobile device. Over to you, Debbie. – All right. Terrific. Thank you. Yeah,
let’s go back to Brandon for a second. Brandon, can you talk about this type of
experience and how you’ve implemented it at Jelly Belly? – Well, I have to admit that we’re really
still in the Mason stages. We love the fact that Mozu makes
it easy to segment on lifetime value and we certainly plan to offer rewards based
on that factor. For the time being we’re using a partner that provides personalized
offers based on visitor behavior, and click path behavior and of course a
segmenting algorithm. In the future, we’ll certainly do a better job of showing
appropriate creative based on even better segmentation but it’s an area to
improvement for everybody. We’re no different in that respect.
Thankfully we’ve got the tools available to
us as we grow. – [Debbie] All right. Terrific. All right,
thanks for that explanation. So yeah. So at this point, it’s interesting we’ve
established certainly that mobile is key, personalized communications with our
shoppers is key. It really boils down to engaging the customer. For example, being
proactive versus reactive when it comes to customer convenience. So Suzy what do you
think the biggest challenge is here when we’re talking about
providing customer convenience? – Well so let’s first talk about
convenience and what needs to be provided because the technology under pendings
exist and I think it’s the business interest in doing it. So in
today’s highly connected, highly social world convenience is key. We’ve
talked a little bit about mobile but there’s some other areas that I think are
key in the differentiation going forward and retailers need to look at it and one
area is inventory and inventory location. So a real live example I was shopping for
a dress for my sister’s wedding and I found one I liked. I sent her a link to
look at it and she loved it and when I went back the next day to buy it, it was
out of stock. They no longer had my size and had I known there was only one left
in my size I would have bought it when I first saw it. So making inventory
available I think is key and it’ll also help convert more. It’ll give me a
sense of urgency and in addition to sharing inventory levels I love it when
retailers show me the closest store with the item in stock. Sometimes you just
want it immediately. Drone delivery is not quite here yet so I might want it
immediately. There are some things I want to touch and feel before
buying it. Being able to show you where a store close to me has the
product is key and then that leads me to a second area of convenience is linking
the online to the in-store experience. So when I do find a store near me with the
items and that they offer like I could buy online and pick it up in the store.
When I go to the store I now expect the sales associate to know all about me, my
lifetime value and to help me figure out what product meet my needs. So it’s
the inventory, it’s finding it and then it’s the ability to either buy online or
pick up in store. That’s one big area of convenience that I believe retailers need
to address. The last area of convenience I think is the
checkout page. So every site has a checkout page
and you know when you’re on a good simple, easy checkout page. It’s
simple, it’s painless. I think a lot of retailers have neglected design in
optimizing that page and it’s time for everyone to completely rethink the
checkout page. It’s all about speed and simplicity and I go to sites where I’m
like, “They haven’t looked at this site since their e-commerce page went live five
years ago and I wonder if their sales are suffering?” Personally, I won’t
complete a transaction if the checkout is an awkward
multi-page monster. – [Debbie] Yeah, I think you’re absolutely
right Suzy and we’re all consumers and we know that if it’s going to take us too
long it would be too confusing, take too many clicks or too much time we’re
probably going to abandon that purchase and go somewhere else so very good point.
So at Jelly Belly Brandon, can you talk about some of these things in relation to
Jelly Belly, how you approach the customer convenience
at Jelly Belly? – Oh, absolutely. Customer convenience
is definitely a key consideration for us. We know that our mobile customers
certainly don’t at that moment really care so much about the history of the
company or viewing our latest ad. Of course, if they want to they certainly
can. They can go to the desktop site and learn about the hundred different kinds of
candies that we make or the fact we’ve been in business for over a hundred years
but what they really want to do is purchase our products. Those mobile
consumers want to search. They want to make a quick purchase whether it’s on our
site or find a local store that stocks what they need because they’re in a hurry.
We’re not really an omnichannel company because we don’t have
very many of our own stores. However, we have literally thousands of
retailers and so we’ve done a lot of work to get our store locator up just enough
for those mobile customers. It’s fully responsive. Its geolocation enabled
which removes the need to type on a tiny keyboard before you get any result. You
pull up the store locator. It knows where you are and you get a list of results
immediately. Of course, you are certainly welcome to type on your tiny keyboard if
you need to see a different location and we’ve also arranged filters, which
unfortunately, you can’t see on this screenshot but we do have filters that
allow consumers to narrow down the results to stores that carry their favorite Jelly
Belly candy. We also really believe in the value of a quick and easy checkout process
both for the desktop and the mobile consumer and when I showed up at Jelly
Belly our checkout process was if I’m generous five pages. So we did a lot of
work to come up with a streamlined checkout. I’m astounded at the way our
mobile and tablet conversion rates have jumped since the move to the Mozu
platform. So revenue from tablet users for example
has grown about 26% in the last two months and mobile went
from being really just about nothing to very solid on par with tablet and while
the tablet numbers are respectable the mobile numbers are really outstanding. So
our mobile transactions grew 240% and our revenue grew 300%. Now this is with the
Response Design site compared to the previous iteration of an MDOT so 240%
up in transactions, 300% up in revenue. Anyway you slice it that’s an amazing
achievement. I’m really happy about it and we have a true one page checkout. We
firmly believe that that contributes to our conversion success. So in short, we’ve
seen a very strong shift from desktop to mobile with tablet picking up a little
ground over along the way and we feel that that trend is going to
continue. All signs point to it. Everything from our own data to research
papers to news articles. It all points to that direction. So we need to make sure
that we’re prepared to meet our customers on their own terms.
Realistically that means mobile. – [Debbie] All right. Excellent. Yeah, I
mean it’s hard to argue with those statistics and those increases. So it’s
very impressive what you guys have been able to accomplish. So Suzy, I think
you’re going to give us a quick overview of the Mozu platform that
Brandon was just talking about. – Yes, absolutely. Brandon, those numbers
are really exciting. You guys must be really pumped and happy that you made the
shift from a homegrown system to a platform. Yes, so I’m really excited to
talk about Mozu. We’re the most modern and agile staff, cloud, e-commerce platform in
the marketplace. So we’re really focused on delivering the e-commerce that your
business needs today yet providing the platform so that you can focus on growing
your business. With legacy or a homegrown system such as Brandon was talking about
that he saw when he started at Jelly Belly. He was spending a lot of time
grappling with technology and trends rather than focus on driving the business
and Mozu has provided him all the core capabilities he needs so he can focus on
differentiation. Mozu I look at it in kind of three buckets. First of all, Mozu is
the only commerce platform that truly empowers your market team with Responsive
at its core. The marketing team sets up the site, the promotions, the content, the
search, one time, one place and it works on devices of all sizes. They
have a single admin or console that they do it on so they’ve not having
to learn multiple applications and in addition to supporting a single
site we have our catalog to support multiple sites. So if Brandon wanted to
have a different Jelly Belly site not one where all brands were there but maybe a
Disney Jelly Belly site or other ones he could support it from a single catalog and
then all the multiple sites are managed by Mozu. Then we also offer innovation and we
really empower our development team to look at, to develop on top of Mozu and
extend the platform to make each brand unique and individual. As the market has
grown, there are so many interesting ways that different brands want to have. The
website experience we enable that within Mozu. So when you talk to developers who
have used Mozu they say, “It’s the easiest most powerful e-commerce platform they’ve
worked with,” and all of that from a vendor. We’ve been around for 15 years. We
have a legacy with the Volusion platform that we developed in 1999 and we’ve been
providing e-commerce since then. We’ve been PCI level one compliant since PCI
started which no one else can claim and we really focus on site speed and site
security. So people, retailers like Brandon don’t
have to do that. [inaudible]
– [Debbie] Yep, okay, sure. Yup, here’s a slide that just
shows a little bit about how to contact Mozu. You can find out more
information at mozu.com and I just want to remind our attendees that again you can
submit a question if you have a question for Brandon or Suzy
and if we don’t get to everybody’s questions we’ll have those saved and
Brandon and Suzy could reach out to you afterwards. Also, you can download
resources in the resource center. So please feel free to do that as well. So
we have some questions that have come in for both Suzy and Brandon and I think
that what I’d like to do is start with Brandon and ask you if you
could just go back to kind of filling us in a little bit more about… So you’re
looking at a homegrown commerce platform and what were the key
motivators to moving off of that platform? – Oh goodness. Well I guess we can start
with the fact that Jelly Belly is based in a market that’s very competitive when it
comes to developer resources. So we’re just north of San Francisco. San Francisco
and Silicon Valley are not too far away. So we’re competing for talent with Google,
and Apple, and Levi’s and GAP and a host of other smaller companies that do any of
a number of amazing things in this area. Once you get past that in a general
sense, I suppose you can boil it down to scale. We simply couldn’t move fast enough
on our own so we like everybody else have a ton of projects that need to get done
and with Mozu’s API-based structure I can have my few onsite developers building out
the business rules in the logic that makes our business special and plug that into a
platform that handles the other 80 to 90% of what we need. The API-based structure
is amazing and great to work with for my team and I certainly love the idea of
being able to run multiple sites from a single unified admin. As mentioned, we do
have other projects in the pipeline and I want to be able to work with them from a
single product catalog and a single promotions engine and drive all the
business from one place and keep tabs on everything. So to go back
to a homegrown system would be very difficult at this point now that I
have these tools at my disposal and of course I’m in constant contact with Mozu
and asking for the things that I need to continue to run my business now and in the
future and I love the fact that they’re willing to have the conversations
with me. So I wouldn’t go back. – [Debbie] All right. Excellent. So can
you just talk a little bit about the process of moving from your old site to a
Responsive site? What were the challenges there and do you have any
particular advice for any retailers who are looking
to make that move? – [Brandon] Well I wouldn’t say that it
was significantly harder than moving our old site to any other new platform would
have been. You still have to do the heavy lifting to pull your data, port it over,
make sure that your templates or themes for your front end content all gets
rebuilt in the new platform. It’s just a different development methodology.
Responsive is still reasonably new I suppose but it certainly helped to have a
solid development partner. We retained an outside firm to support our in-house
developers and we continue to use them and it wasn’t necessarily easy but no
effort to re-platform ever is and it absolutely has been worth the effort. Our
traffic transaction and revenue numbers paint a pretty solid picture that this was
absolutely the right way to go. – [Debbie] And real quick.
What is the project timeline like? – [Brandon] Well we were on a very
compressed timeline. We had a self-imposed hard stop and so once we actually got
all the requirements, once you have the requirements outlined and we got into the
actual work with our development partners and with Mozu it was roughly four months
from start of development to launch and the site’s been incredibly stable since
then. Now we had to make some hard choices along the way and we launched
with all of our got to haves and some of
our nice to haves. We still have enhancements that we want to
make and so we’re constantly working through those but I think that’s just the
pace of business that if you’re not moving forward you’re moving backward.
So I think that four months was incredibly aggressive but we
managed to hit it. I think we probably… Always in this type of work more
time is better but you’ve got to draw a line in the sand at some point. So if
we’ve had six months it would have been more comfortable certainly but I’m
really, really happy with what we accomplished
in four months. – [Debbie] All right. Excellent. Suzy, I
want to switch back to you and we have a question. One of our attendees wants to
know if you can share any success stories, case study examples in relation
to mass merchants like Walmart, or Sam’s Club
or Costco. – Right, Debbie. Great question. Walmart
and Sam’s is not a customer. I wish they were but we do have a customer
called Tons of [inaudible] Sales Well they have almost 2 million skews
based on Mozu. So they have everything from hair dryers to wind turbines. They
were an Internet retail top 500 named tool king running on a legacy platform and
they were rebranding themselves because they really, really wanted to expand
the assortment of merchandise they offer. So they built their new site, their new
brand on Mozu because of the scalability to support. We have load tested it for
over 20 million skews. No one’s quite there yet but we’ve load tested it and we
know we can support it and with the built-in facts that it search it’s very
easy to find the product you want out of that entire
set of products. – [Debbie] All right. Excellent. So
sticking with Suzy for another question or two. Someone wants to know how Mozu
supports site on different devices. – All right. So Mozu as I said is
probably the most modern e-commerce platform out there and most of the
e-commerce platforms in existence were architected before the iPhone came along.
If you look at when other common e-commerce platforms were released, they
were either designed or released before the iPhone completely changed the way we
shop. Mozu has been in development for the last two years and we said, “Our key
design paradigm is supporting devices of any size.” That’s in the core of
the product, which enables a marketing person to set up a site and it
works on every device. Now key to that is the design has to be done so that it
supports the Responsive paradigm. Right and there is some design magic behind that
but once you have that design in place, we recognize what device is hitting
the site and speed up the site content optimized
for that device. – [Debbie] All right. Thank you.
– [Suzy] [inaudible] Yeah, go ahead. – [Debbie] I’m sorry. Can you
say that again? No, go ahead. – [Suzy] I just say we take care of a lot
heavy lifting so retailers don’t have to and we really… I think the retailer
world for people like Brandon to manage has become so complex that we want to
simplify their life by reducing the number of applications they have to deal with in
their whole ecosystem because there are ERPs, there’s OMFs, there’s
so many in the world of e-commerce we think we can
simplify their lives. – [Debbie] All right. Terrific. So
Brandon, question for you. One of our attendees said they tested out your
one page mobile checkout. They liked it a lot. Is it a Responsive version
of your desktop checkout? – It is.
– [Debbie] Okay. – [Brandon] As I mentioned earlier, when I
showed up, we had a five-page checkout process which is simply untenable. It’s
not good on desktop certainly and it just doesn’t work on mobile and so it’s… What
we have is not entirely out of the box. So in our previous site we had worked hard to
come up with a one page checkout and we saw a great boost to our conversion rate
when we did that and then when we moved to Mozu we had the opportunity to refine
it further. So with input from the UX team at Mozu and our development partners we
came up with the current checkout and we feel that it has a good flow and it meets
the needs for our specific business. So where on mobile people don’t
have a lot of time. They don’t sit down with a mobile device when they plan to do
some dedicated browsing. They sit down when they got a task that they want to
accomplish and they want to accomplish it quickly. So everything that we can do
to move them through the funnel from finding their product, to checking out and
getting on their way. The more we can speed that up the fewer clicks
that we introduce the better – [Debbie] And I think that you have some
pretty impressive statistics from the last few months regarding conversion rate on
mobile and also transactions completed on mobile You had some pretty
significant increases. Is that correct? – [Brandon] We did. As I said earlier, our
mobile revenue was up about 300%. Our tablet revenue was up 26% and I think
just about any marketer or business owner will tell you or channel owner will tell
you that a 26% in increase in a particular channel is very welcome. We’ll
take it all day long. So revenue for my online channel has grown by roughly 20%
this year and we attribute a lot of that to the move to Mozu. The fact that our
pages are faster based on the optimized CDN, the fact that we’re Responsive and
that people who log in with their account can actually move from desktop to mobile
to tablet and see all the same items in their shopping cart. So we find
all that to be very, very helpful. – [Debbie] All right. Terrific.
So Suzy, so we’re talking about checkout. One of our attendees
wants to know, they’re interested in streamlining their own checkout page. Is
there a template that Mozu has available for streamlined checkout or how do I go
about making that happen? – Great question, Debbie. So Mozu has two
reference templates that we give our customers as starting points if they want
to use them because we believe very much that design is one of the key
differentiators so we want to give people a good starting point. Within those two
reference templates, we do have two different checkout processes, which we
believe are streamlined. So they’re welcome to use that out of the box or
with our development tools it’s very easy to develop a unique checkout page
that fits their brand experience. – [Debbie] All right. Terrific. Thank you.
So Brandon, one of our attendees wants to know about any kind of updates or
customization or features, new features that you’re looking for. I know that
something you were talking about a little bit earlier. There are still some things
that you’d like to do. Can you expand on that a little bit? Are there any specific
features that you’re looking to add sooner rather
than later? – Well I mentioned that our business is
special. So I can tell you that a clothing retailer or a jewelry retailer isn’t
worried when warm weather hits but we make candy and some of the things that we
make can melt if left in a truck or on a doorstep over a weekend in any of the
lower states certainly. So we have what we call heat sensitive logic which means
that those items which are chocolate, or gummy or a few other things that are heat
sensitive, they need to be identified as such and we have background logic that
allows us to do what we call cold packing of those products. So they go into a
special bag in their box in order to keep the heat out and keep the candy as fresh
as possible. So what we need to do is we need to have a piece of logic that allows
us to flag those appropriate products and as they go through the process of
being picked, packed and shipped be identified and be put in a cold pack
before being shipped out. So if you start thinking about the logistics of doing
that it starts to get a little bit complex especially since we require
expedited shipping because again if somebody ships with ground it
can be five business days but those business days might be over a weekend or
even over a three-day weekend and you’re going to get a solid mass of chocolate
instead of distinct malted milk balls for instance. So that’s one piece of business
logic. We also do corporate gifting. So if somebody wants to send 50 gift boxes each
one to a different address we need to be able to handle that sort of
scenario and so that’s another piece that we’re working
on at this point. – [Debbie] All right. Great. Yeah, sounds
like there are a lot of good things to come and I know
you can’t do everything at once. So Suzy, we’ve been
talking a little bit about site speed and how it impacts conversions. Can
you share just a few details about how the Mozu platform ensures that sites on all
devices are delivered quickly? – Yeah, I can. I’ll break it into two
pieces. So we’ve architected Mozu so that when you refresh a page that you’re
looking at, the whole page is not sent over the network only the parts. The
components that would have changed based on your view or your search. So that cuts
improved speed and then packaged standard with Mozu is a CDN and we focus heavily on
optimizing delivery time across globally on delivering the websites over
the CDN so that it’s very fast. – [Debbie] All right. Terrific. So I have
a question. I’d like both Brandon and Suzy to address just as we’re getting ready to
wrap up shortly just a couple of things. Do you have any key takeaways, lessons
learned from this type of implementation that you’d like to share with other
retailers who are thinking about going into this and also when you’re looking
for a platform provider partner, what are some of the best questions that you need
to ask to make sure you’re going to end up with the most productive partnership? So
Brandon, Suzy, I’m not sure who wants to jump on
that one first. – [Brandon] Well I’ll go ahead and jump
in. So let’s see. What do you want to do to make sure an implementation like this
works? Make sure that your business requirements document is detailed down to
the nth degree. So to make a partnership work it takes open communication whether
you’re talking about a professional or personal relationship and the funny thing
is that I went looking for a business partner and sappy as it sounds I really
like working with the Mozu team and I feel like on some level we developed a personal
relationship as well but that means that we need to be in constant communication.
So we have a technical account manager who is absolutely our eyes and ears
within Mozu and when we have questions or when we’re exploring
something. That person is very, very helpful for us but upfront to get an
implementation like this done and have it be satisfactory for both sides so that
nobody comes out the other side saying, “Well you didn’t tell me this or I didn’t
know that,” get the business requirements doc detailed down to the nth degree.
I know it sounds incredibly basic and that’s probably because it is but that
doesn’t make it any less necessary. – [Debbie] All right. Terrific. Before
Suzy addresses this, we do have another question from one of our attendees for
you Brandon and I thought maybe you could address this before we go to Suzy on
that last question and she just wanted to know were there any unexpected issues
that you ran into when you were integrating to the Mozu platform and if
you could address any features that you were looking for that
you weren’t able to find? – Of course, there were issues. There’s no
such thing as a perfect integration. From my perspective it’s a matter of how your
partner handles whatever it is that comes up. I mean we try so hard to answer every
question before the question’s even asked and we can’t always get it right. So of
course, we had issues. I already mentioned that we had a compressed timeline. We know
that Mozu is a reasonably new platform but it’s backed by 15 years of Volusion.
There are some very, very smart people over at Mozu that I’m really happy to work
with and so we had one issue where we use UPS as our shipper and so I put into the
business requirements document that we needed to have UPS shipping options. Fine
that’s easy enough. They’ve got an integration with UPS, that’s all set and
we started working within the admin and testing the platform as we had developed
it and we found that one of the service levels which is UPS Sure Post that we use
a lot now it’s something like 65 to 70% of our orders shipped out with Sure Post
which is actually a hybrid of UPS. So they take the package and they run it through
their network all the way up until basically last mile and then they hand it
out to your local postal service for the actually delivery. So it maybe
adds one day to the delivery time but it significantly reduces the
cost for the consumer so it’s very popular and we found that Sure Post was
not actually an option. So when Mozu had set things up with UPS they hadn’t set up
Sure Post. So we let our folks at Mozu know and they worked very hard and very
fast to amend the agreement with UPS and get Sure Post into the fold basically
and then integrate that into the admin and into all of the other configurations where
it would be important for us to have it accessible and we managed the launch with
Sure Post, which we launched just prior to the holiday season and so
of course our volume of orders, transactions was at its peak and so it
was critical that we had that piece. So that’s one example of something
that I thought by saying, “We use UPS. We got to have UPS,” and them saying, “Yes,
UPS is available.” I thought we were covered but I failed to get down to the
nth degree on my BRD. Thankfully working together, we
got it cleaned up. – [Debbie] All right. Terrific. Great
example. Thank you so much. So Suzy, kind of jumping off of that can you talk a
little bit about any kind of lessons learned or best practices with some of the
retailers that you’ve worked with and any suggestions you have for when you’re
looking for a partner? What are some of the key questions
you should ask? – Okay. Great. Well first and foremost
when you’re thinking about moving off a legacy or homegrown
platform, you need to be really brutally honest I think at what your
internal team is capable of and I really like Brandon’s approach where
he used his team but he supplemented his team with a service provider that added
skills and could accelerate his calendar. I’ve seen a couple of companies
that go, “Gosh, golly, this isn’t hard. We can do it all ourselves. We’re going to
get it up in a couple of weeks.” You know what? That’s really pretty unreasonable
because the devil’s in the details as Brandon just mentioned the UPS
example and it’s going to be harder than you think. So be
brutally honest about your team. You probably
have a fantastic team but this is a major project that you want to get
done. The end result’s worth it but you need to make sure you’ve
got the right players on the team. So Brandon’s comment on the details and a
really specific BRD is important and he can talk much more about that than I can.
The other thing when you’re looking at moving and I really encourage everybody to
dig under the covers and look at the technology stack that the platform is
built on. The market’s moving so fast. What worked last year isn’t going to work
next year. Customers are changing expectations. There’s new device sizes
coming out everyday. If you have or are looking at a platform that was built a
long time ago and doesn’t have a modern technology stack and they kind of are
using bubble gum and baling wire to bolt on modules that support Responsive, that
support all these social and all these different elements you know what? They’re
not going to be able to support you when the next new thing that shifts the market
comes along next year or the year after. So really, look
under the covers. – [Debbie] All right. Terrific. I think
that was a great response and gave our attendees a lot to think about when
they’re thinking about moving in this direction again. I just want to
remind our attendees that if you had a question that wasn’t answered they can
follow up afterwards. You’ll also be getting an e-mail with a link to the
presentation but you can download it here as well before we conclude. So once again,
Brandon and Suzy thank you so much. I think it was a great conversation. I think
you shared a lot of great information and I’m sure that our attendees are going back
to their offices or next door to their next office with some terrific actionable
ideas and information. So thanks again to both of you. Thanks to our attendees and I
just want to let everyone know there’s another session in the Connected Consumer
Series starting at 2 p.m. Eastern Time today called “5 Steps to Implementing
Endless Aisle Technology.” Again, starts at 2 p.m. Eastern Time today. You still
have time to join that presentation as well. So with that I’ll thank everyone
once again and ask you to enjoy the rest of our day.
Take care.

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