Digital transformation has been around for a while now but what it takes to be successful at it continues to change at pace. Here we look at the latest trends and how businesses are implementing them in real-world examples.

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
The Evolution of Digital Transformation
Chris Purcell
Product Marketing Manager
Episerver

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Before we start… house keeping
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Give your views in the votes
• Do ask questions at any point via the Questions panel

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Recommended Smart Insights resource
• Artificial Intelligence applications for marketing including
Chatbots
• Examples of using Machine Learning across the RACE
customer lifecycle
• Machine learning for predictive analytics
• The business potential of applying Machine Learning to
predictive data analytics
• The fundamental principles of Machine Learning – examples
of theory in practice
• Common mistakes when using Machine Learning
• Planning an Artificial Intelligence or Machine Learning project

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About the speaker and partner
• Chris Purcell lives to challenge the status
quo, an accountant turned marketer he now
helps shape solutions for businesses to go
through their own transformations.
• Episerver is a global provider of a
unified platform to smartly manage digital
content, commerce and marketing in the
cloud.

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Agenda
• The Second Generation of Digital Transformation
• Creating A Digital Transformation Strategy
• The Eason Example

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Immersive
Experiences
New Business
Models
Digital
Disruption
Business
Reinvention

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Immersive
Experiences
New Business
Models
Copenhagen Airport created an
omnichannel shopping destination using
the IoT
SRAM go direct to consumer in an
industry dominated by two historic
brands
Carpetright are transitioning from a
declining bricks and mortar business to a
digital leader
Eason digitalized their business for
seamless engagement both online and in-
store
Digital
Disruption
Business
Reinvention

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Poll 1
Does your organization have a Digital Transformation
strategy in place?
•Yes
•No
•Unsure

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of companies believe
customer experience
is their primary basis
for competition
Source: Gartner Research
89%

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Consumer Expectations
Choice and
Availability
Convenience Speed
Customer
36%
85% 64%

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Customer Experience
Digital Operations
+

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Take Score: Measure Your Digital Agility

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Digital Agility = Customer Experience + Digital Operations
Fly
Highly responsive to changing customer-
experience innovations; setting the
standard for industry digital experiences.
Run
Large investments in digital operations to
achieve next-level customer experiences.
Walk
Beginning to provide best-practice user
experiences on stale, siloed technologies.
Crawl
Meeting basic customer-experience
expectations with limited technology.

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CUSTOMER EXPERIENCE
Digital Marketing Channels
Mobile Experience
User Experience & Information Architecture
Omnichannel Fulfilment Experience
Content Marketing Strategy
Search Experience
Best Practice functionality
Personalization Strategy
Product Recommendations
Content Personalization
DIGITAL OPERATIONS
Responsibility & maturity of
CX design
Measurement
Optimization
Marketing Campaign Management
Analytics / BI
Experience Management
Application Development
Infrastructure & Deployment
Omnichannel Fulfilment
Customer Service
Criteria highlighted above can be improved using
products that offers

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Poll 2
Where do you think your organization is on it’s Digital
Transformation journey?
•Crawl
•Walk
•Run
•Fly

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Easons Founded
1819
Easons.com
Launches
1998
# of Retail
Locations
60

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Personalise &
Connect
Book-led
Website
In-store
Experience Ability to
Differentiate Deliver
Revenue

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1. Improve
Customer
Experience

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Ecommerce
Static content
Digital Commerce
Personalized, multi-channel
content
Experience-Driven
Commerce
Individualized, interactive content

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Consumers are already using omni-channel - they expect to be able to buy
or order products from retailers that they either collect or have delivered
Retailers are being “bench-marked” by their omni-channel services
Consumers want the convenience of click & collect
Consumers are more willing to engage digitally – especially with trusted
brand like Eason
80% of Eason Customers
have shopped on-line
50
%
80
%
Half have used
Click & Collect
69%
70% likely to buy more from
Eason by Click & Collect

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Optimum
CX Web &
Mobile
Live Stock
visibility
Pay online,
collect in
store
Reserve
online,
collect in
store
Pay instore,
deliver to
home/
store
Enhanced
payment
options
Convenient
delivery
options
Electronic
or printed
receipt
Omni-
Channel
Customer
Service
Omni-
Channel
returns
Omni
channel
Marketing

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2. Create a
Single view
of the
Customer

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Centralised Customer View
Customer
Profile
Preferences
Email
Paid Ads
Browsing
History
Search History
User
Generated
Content /
Reviews
Loyalty
Account &
Transactions
Purchases
Made
Order
Fulfilment
Service Cases
Offline
Marketing
Campaigns
SalesService
Relationships

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2. Visitor Intelligence
Behavioral Search Optimization
Personalized Channel Outreach
1-1 Recommendations
3. Autonomous Personalization
Marketer Machine
Content Sequencing
1. Omnichannel Content Management
Automated Testing and Triggering
Customer Data Platform and Journey Analytics
Strategy and Creative
Content Authoring
Rules and Exceptions
Campaign Orchestration
Cross-Channel Targeting

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60%
YoY revenue
uplift during
Black Friday
weekend
31%
increase in
GMV during
Holidays
75%
YoY revenue
uplift during
January
Sales
68%
2017 retail
growth
attributable
to online

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60%
YoY revenue
uplift during
Black Friday
weekend
31%
increase in
GMV during
Holidays
75%
YoY revenue
uplift during
January
Sales
68%
2017 retail
growth
attributable
to online

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Results
01 Simplified architecture
02 Direct integration with Dynamics AX
03 Empowered Marketing team
04 Reduction of 3rd party tools
05 Long-term roadmap for success
06 Click & Collect Launch
07 Connecting offline and online
08 Creating a Single View of the Customer

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Summary
• Customer Experience + Digital Operations
• Understand Where Your Organization is Today
• Which Areas of Improvement Will Have Biggest Impact
• Set Goals
• Crawl, Walk, Run, Fly!

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Your questions please!
Please ask questions via the Questions tab