By Rose Spicer-Oracle on Dec 18, 2015
Today is the big day for online shopping. The clock is ticking and the level panic is starting to rise. The Star Wars theme song looms in the back of your mind. Duuh Duuh da da da Duuh Duuh da da da. Is it the marketing and excitement of the movie premiere weekend? or do you feel that is also the theme song to your next shopping endeavor? I personally fear the comeback of the french braid and Princess Leia buns. Next week is an even bigger opportunity for carriers to join forces with retailers to make money on the art of procrastination.
We recently hosted a panel discussion at Oracle OpenWorld hosted by Devon Hillard, co-founder of Spark::red with executives from TOMS, Furniture Row and Vitamix. After upgrading to Oracle Commerce, Furniture Row, Toms Shoes and Vitamix found that their websites were easier to manage, faster and more stable than ever before.
Oracle Commerce helps businesses build websites that suit a variety of e-commerce needs. And no matter what the company’s goals may be, Oracle Commerce provides flexible, easy-to-use templates deliver capabilities that help meet the demands of today’s customers.
Representatives from three retailers—Furniture Row, Toms Shoes and Vitamix—told how deployments of Oracle Commerce aided in their companies’ expansion and streamlined the functions required to sell products in digital channels. While the retailers had different target markets and levels of experience, each was able to realize efficiencies with Oracle Commerce.
Toms Shoes wanted to pursue international expansion while continuing to support its charitable initiatives worldwide. Longtime blender manufacturer Vitamix wanted to replace its entire e-commerce platform with a new solution from Oracle to streamline commerce across borders and channels.
And with 360 stores in 31 states, Furniture Row needed a way to command shoppers’ second screens in-store. “Our customers are in our stores using their smartphones to look things up,” said Noah Linge, director of Digital Marketing for the Denver-based chain. “We just have to make sure that it’s as easy as possible for them to do.”
Oracle Commerce handles surges in site traffic with ease, the panelists said. “You never know when the next peak is going to hit,” Linge said. “We live in an age when a celebrity can tweet about one of your pillows and of a sudden, everyone and their mom wants to see that one product. With Endeca (Oracle Commerce), it’s business as usual.”
Toms’ biggest rush begins on Black Friday and continues for four days, through Giving Tuesday. “On Black Friday weekend, we had 10,000 concurrent users and 5,000 concurrent checkouts, and the system didn’t even burp,” Fontana said. “I was using duct tape with the old systems.” And the newest convert, Vitamix, tested its site at eight times peak volume, and “barely saw a blip,” Grebey noted.
All three companies reported that Oracle Commerce produced faster, more stable sites, too—a necessity when coping with increased mobile traffic. Toms reported that Endeca doubled page load speeds, and found that faster pages produced bigger orders.
“We started digging under the hood,” Fontana said. “We started replacing our ATG pages with Endeca templates, and they fly now. We’ve also had a higher average order value; we did not expect that. We really didn’t realize what a struggle the old pages were.”
“As mobile gets bigger, that speed has to get faster and faster,” Linge added. “Everybody wants their pixel on your page, and everybody wants to track something. Our goal is to make the customer happy, and it’s a constant fight.”
If procrastination is the reason your company may have struggled this holiday season, let's get started earlier and work together to ensure optimal results in 2016. Download a handy guide to holiday readiness. For the final days of shopping online or in-store, I say May the Force be with You. Yoda would say "Shopping, I must".
In closing, watch this video. It will make you smile on a Friday. Duuh Duuh da da da Duuh Duuh da da da Duuh Duuh dun-dun-dun-duuuuh...