Transform Your Business With Salmon Ecommerce …...Transform Your Business With Salmon Ecommerce Services 2 Over 25 years in the making, Salmon defines, delivers and drives outstanding
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www.salmon.com 1
Delivering Transformative Ecommerce Platforms and Solutions with
Delivery and Operations Services
Transform Your Business With Salmon Ecommerce Services
www.salmon.com 2
Over 25 years in the making, Salmon defines, delivers
and drives outstanding ecommerce experiences for
the world’s leading brands, helping them transact more
digitally and deepen engagement with their customers.
Supporting client platforms that generate $5billion in
annual revenue, we are WPP’s largest global digital
commerce consultancy.
Once we’ve defined how best to support your strategy,
and delivered the right ecommerce solution, we work
with you to drive oustanding performance....
Salmon has a proud track record across retail, distribution, manufacturing, FMCG and D2C in selecting and
deploying commerce platforms that reset expectations.
Through our Delivery and Operations services we enable client strategies, translating them into robust,
technical implementations, applying insight and the latest digital technologies to deliver innovation that works.
With over 500 experts in ecommerce development and delivery, Salmon leads the way in:
• multichannel solution implementation, integrating every channel your customers need for an engaging,
frictionless experience on every journey
• commerce system integration, building scalable, stable solutions that work seamlessly within your overall
enterprise system structures
• ecommerce operations and management, ensuring your solutions are outperforming KPIs
• programme governance and management, developing and adhering to structures and schedules you
can count on, with everything tested and secure end-to-end
• process methodology and design, through the ownership of complex programmes, applying industry
standard and Salmon’s unique approach to optimise design and enable powerful solutions.
DELIVERING OUTSTANDING ECOMMERCE PERFORMANCE
Delivering ecommerce solutions for leading brands:
www.salmon.com 3
Our ApproachWe integrate systems for multichannel business
operations to deliver a seamless customer
experience and an efficient operating model. Our
multichannel consultants help with insight and
advice on integration solutions and strategy, and
recommend how to implement industry standards
and best practices.
We help you answer the key questions, like which
systems own the master customer record, which
integration strategies and technologies to use,
when to upgrade key technology components
and how to integrate safely with new third party
services via public and private APIs.
Benefits• Draw on Salmon’s experience of integrating
the myriad of systems in a multichannel
environment. We’ve worked on services like
Click-and-Collect, Reserve-and-Collect, Check-
and-Reserve, Free-Delivery-to-Store and Text-
and-Reserve for leading retailers such as
Argos, Selfridges and Halfords.
• Provide an outstanding experience based on
deep engagement for your customers with
channel optimisation services. These ensure
that multiple channels complement each other
every time.
Our ServicesData architecture analysis
Our data architecture teams analyse data from
disparate legacy systems and enhance and distil
this intelligence to support your multichannel
needs.
Enterprise services
We use our industry expertise to provide you with
a software architecture model that simplifies the
definition of complex Enterprise environments or
systems.
MULTICHANNEL INTEGRATION
There are more channels than ever to connect with customers, so it’s crucial to integrate
your systems for a seamless customer experience.
Clive West, Digital Director, Halfords“
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In 2007 we were one of the first retailers in the UK to implement Click-and-Collect, which is still in full swing today and delivering us some great results.
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Service-oriented architecture
Our approach helps you reach your multichannel
vision. We do this by exposing the features of your
existing systems so that they can be viewed as
services internally and externally.
Sainbury’s Grocery IntegrationAs well as moving the website, Salmon
re-platformed eight additional systems at
Sainsbury’s, comprising the contact centre,
delivery scheduling, delivery management,
content management, ratings and reviews,
search and navigation and merchandising.
This project is one of the first, and largest, grocery
implementations on IBM WebSphere Commerce in
the world. The implementation involved migrating
the data of eight million customer accounts, four
million credit cards and 12 million orders. The new
platform has also been tightly integrated with
Sainsbury’s legacy systems.
The website includes features such as support for
thousands of simultaneous promotions, calculated
real-time in the basket. Salmon developed a
number of bespoke applications and more than
80 integration points to backend systems and
the supply chain to support reporting and the
supermarket’s entire multichannel offering.
The back-end systems include product, promotion
and pricing data, stores fulfilment, delivery/vehicle
tracking, payment, product and supplier data,
in-store picking, non-groceries platform, range/
product availability and delivery/route planning.
Multichannel frameworks
Using our experience of multichannel solution
implementation we can show you how to exploit
the multichannel features of sophisticated
frameworks such as IBM WebSphere Commerce,
SAP Hybris and Magento.
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Our ApproachThe experience to deliver on time, and the
common sense to deliver on budget, are the skills
you’ll expect from good project managers. Our
qualified team go beyond this to add value at key
pressure points in the project lifecycle and span
across third parties for seamless delivery.
• Choose the right methodology for your project
and business, from full project management to
workstream support.
• Decide where you want to go. At the discovery
phase we take the time to define and redefine,
the business proposition. We then recommend
how to get you there.
• Receive regular input, demos and security
management for reassurance and to keep risk
to a minimum.
• Once the project has reached go-live
we continue to add value and look for
improvements.
Our ServicesFull programme management
Hand us control of third-party and internal
team management and we will streamline your
workload.
Workstream support
For focus on specific project areas we team with
our clients, working alongside you at your offices.
Salmon project management
We take responsibility for all Salmon deliverables
driving high performance standards, underpinned
by service agreements.
PROJECT AND PROGRAMME MANAGEMENT
Allow Salmon to take total ownership of complex projects and programmes, and manage
across multiple workstreams
It’s taken Sainsbury’s 14 years to reach £1bn annual sales online and this new platform gives us the capacity to double
this. Salmon has been a key partner in helping us transform our digital offer, managing the overall programme and
more than ten third parties.“
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Jon Rudoe, Digital and Technology Director, Sainsbury’s
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MethodologiesWe recommend our own project methodologies,
but for flexibility and to fit in with your culture
and internal processes we’re fully conversant in
Prince2 and Agile.
Salmon Implementation Methodology
Our own methodology is a proven process that
allows you to benefit from best practice project
methodologies and our commerce expertise
dating back to 1989.
Agile
Iterative, fast-paced and fluid, Agile gives you
incremental development and the flexibility to
shape and change the project as you go.
Prince2
This proven methodology helps you to see the full
and complete picture upfront.
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Our ApproachMore than 25 years of building sophisticated and
high-volume transactional systems has taught us
many things and shaped who we are today.
Above all, we’ve learned that client input and
collaboration throughout the project lifecycle is
vital for efficient and effective project delivery.
To provide an optimal design solution, we apply
proven, tested architectural patterns.
Our development process has quality gates
across all project stages. These include standard
processes, automation of manual tasks, standard
checklists, knowledge bases, plus code and
architecture reviews. We also test rigorously.
Benefits• Realise your full multichannel potential by
tapping into Salmon’s expertise in delivering
highly integrated projects.
• To ensure consistent focus true to your initial
vision we guide the development phase with
an iterative plan created during discovery.
This also allows for short bursts of incremental
delivery and user acceptance.
• Keep in control of progress and quality via
open communication to ensure clarity and
consistency, and facilitate feedback on demos
and code releases as part of an ongoing end-
of-release UAT.
SYSTEM DEVELOPMENT
Complex business needs often call for more than a single agnostic solution. it’s this
approach that’s made Salmon a market leader in this field
Much of the work by Salmon has focused on improvements “behind the screen” to allow us to build new and exciting
functionality that will make the shopping experience better, faster and more efficient for our customers. Customers
can look forward to some exciting developments on the horizon.“
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Clive West, Digital Director, Halfords Group
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Our ServicesPlatform implementation, upgrade and extension
Whichever platform is implemented we
configure and extend in line with the vendor’s
recommended approach. This ensures smooth
upgrades in the future.
We have our own toolsets to help us deliver
projects efficiently and effectively, including:
• Integrated and automated build, release
and deployment toolsets. We build software
releases from the source code repositories
and deploy to all environments, from daily
build onwards through system test and UAT
to live. This continuous integration helps us to
identify and resolve issues before they affect
downstream systems.
• Push-button deployment mechanisms. Reduce
lead times with our tools tailored for this
purpose, all with full audit capability.
• Build and release mechanisms. We perform
validation tests on code to ensure standards
and efficiencies, simple regression tests and
PCI checks.
• Unit test frameworks. We provide automated
unit test frameworks to fully test all applicable
units of code on a nightly basis. We also
provide success or failure reports for each test.
Custom development
Where it makes sense to build instead of buy,
we develop custom software to extend existing
software or create new components. Our teams
are familiar with a wide range of web technologies
for both front-end and back-end development.
Deployment planning
Our plans describe all tasks and owners to help us
carefully plan for go-live together. We review the
deployment plan with all stakeholders and confirm
all timings and dependencies.
Implementation methodology
Our own unique approach is based on our
extensive experience. The process is consistent
and repeatable. It incorporates industry-standard
best practices, as well as extensive quality
controls throughout the project lifecycle.
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Our ApproachOur commerce experience keeps the risks out
of database management. With this experience
comes our ability to automate complex solutions,
rather than build them from scratch. And when we
deploy, it’s at the click of a button and to a high
level of quality.
• Exploit Salmon’s deep experience across
website, online and reporting databases, or
focus on specific aspects of your databases.
• Confidently use our design, build and
database management skills. Plus you can rely
on our own tried and tested tools for database
maintenance and analysis.
• Know that you’re using the best available. We
partner with third parties to strengthen our
capabilities.
Our ServicesDatabase reviews
Use our non-disruptive reviews to uncover hidden
issues, gain performance insight and to test
capacity.
Performance reviews
Our actionable recommendations allow you to
overcome underlying issues and improve function
and site performance.
Back-up and restore methodologies
Safeguard your business and client data against
inevitable problems by using our best-practice
techniques.
Disaster recovery reviews
We review and then recommend how to protect
your data against disasters, as well as how to
quickly recover data too.
DATABASE SERVICES
Take full control of website database and ecommerce solutions to ensure operational
stability, performance and security
Taking into consideration the performance implications of the large number of items in the average shopping trolley,
the sheer abundance and complexity of grocery promotions, tight coupling to legacy systems and data migration of
8 million customer accounts, 4 million credit cards and 12 million orders - by any standards the (online re-platform)
launch has been a resounding success.“
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Jon Rudoe, Digital and Technology Director, Sainsbury’s
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High-availability reviews
Use our best-practice tools to build database
resilience and shield data from component failure.
Major incident investigation and problem
resolution
Recover from complex database problems with
our thorough experience-led investigations.
WebSphere Commerce database specialities
Harness our many years’ design and
implementation experience of IBM WebSphere
Commerce and our own bespoke database tools.
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Our ApproachWith our experience of testing ecommerce sites,
we help you mitigate risk and give you confidence
in the software being tested.
We ensure quality throughout programme delivery
with our key testing activities. These include
functional test case development and execution,
daily automated builds to regularly deploy and
test new code. We also include system integration
testing, reporting and management.
Benefits• Rely on our proven track record to deliver well-
tested solutions within demanding timelines.
• Use our test team’s extensive domain
knowledge and expertise in the frameworks,
third party and open source tools that
comprise a multichannel project delivery. The
team is made up of certified ISEB and ISTQB
professionals.
• Draw on our expert advice for all aspects
of testing. Our guidance is based on our
thorough knowledge of the current testing
tools and techniques.
Our ServicesTest strategy preparation
If you don’t have inhouse test expertise and
need guidance on how to approach testing, we
can prepare a test strategy for you. We cover
everything from unit testing through to operational
acceptance and live deployment.
Test management
We provide skilled test managers to support your
in-house testing assignments. Call on us to assist
with UAT or manage third-party teams.
TESTING
End-to-end testing means you can trust your web applications to deliver the quality
experiences that customers demand
Ken Platt, Head of Multichannel Delivery, Morrisons“
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One of the best experiences we had with Salmon, with Morrison’s Cellar, was the usability labs.
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Web testing
Our ISTQB and ISEB certified testers have been
testing web applications for over 25 years. From
cookies to cache, search to spelling, we test all
aspects of your website.
Mobile device testing
With experience in testing mobile-optimised
websites and mobile apps we leave you confident
that your software will function and render
correctly. We use a combination of real devices
and third-party applications.
Test automation solutions
Our team works with industry standard tools,
such as UFT, Selenium and Cucumber for
web and mobile solutions. We support many
automated testing approaches, including keyword,
behavioural-driven development and bespoke
frameworks.
Operational acceptance testing (OAT)
We prove that everything works, from functionality
through to all of the agreed non-functional
requirements, such as network, bandwidth,
middleware, integrations and third-party
touchpoints.
Security testing
We limit the risk of attack through industry
standard tools, such as BurpSuite, to carry out
manual and tool-driven web vulnerability testing.
Testing partner collaborative services
For some specialist areas, such as penetration
or accessibility testing, we bring in our testing
partners to complement our inhouse expertise.
Performance testing and results analysis
Identify capability issues with our robust analysis
and testing. Overcome underlying issues with the
actionable recommendations we make about your
technology’s performance.
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Our ApproachOur industry and domain experience come
together to keep global applications and systems
stable, optimal and easy to change.
It means clients benefit from a managed service
that is tailored to your business. We use our
discovery process and draw on more than
25 years of expertise to recommend the right
package for your needs.
We can provide support and additional services,
whether or not your solution was developed by us.
Benefits• Choose package options from the fully
managed Platinum service, down to SLA-
based Gold or Silver levels.
• Based upon ITIL® (the IT Infrastructure Library)
Version 3 Framework for best practice
methodologies and robust processes.
• Draw down ad hoc support. This is ideal for
one-off needs, such as preparation for key
trading periods or fixed resource models with
high flexibility.
• Deliver change with lower risk by transitioning
and implementing an AMS (Application
Management System) model. This is a proven
and swift process.
APPLICATION MANAGEMENT AND SUPPORT
Salmon’s Application Management and Support is a vital way to protect your
revenue and reputation
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I’m pleased that ... on those odd occasions where we do have a critical ticket or an issue on the site, we’ve always
managed to get support from Salmon within our agreed SLAs to get the site back up and running and open to our
customers.“
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Clive West, Digital Director, Halfords
www.salmon.com 14
Additional ServicesWe recommend a selection of these service
packages to complement any AMS models, or
they can be delivered as stand-alone services.
Capacity And Performance:
Capacity Planning And Peak Trading Reviews
We review your recent trading peaks and
projected volumes to help you build in optimal
availability for the next high-volume peak event.
Load, Stress And Soak Testing
Use our set of tests to prove the capacity of the
system assets against various scenarios.
Non-Functional Requirements:
Build And Deployment Management
Our domain experience reduces the risk of
change and provides automation to build robust
tools and processes.
Alert And Monitoring Solutions
Use our pre-built assets to monitor, probe, trend and
analyse system characteristics and solution issues.
Hosting Services
Work with our strategic partners to build scalable,
robust, secure and resilient architectures.
House-keeping Solutions
Take advantage of our pre-built solutions to
help manage data volumes, logs, database
performance and data warehousing.
Audit And Recommendations:
Performance Audits
With a review of system performance KPIs we
recommend improvements to load or response
times.
Architecture Reviews
We review your complete system architecture
end-to-end and recommend changes via heat-map
analysis.
Security Reviews
Know where to look for security vulnerabilities in
data, application and processes with our systems
audit.
www.salmon.com 15
Our ApproachWe understand how to develop and deliver a
content strategy fit for commerce. You can use our
digital marketing know-how to build valuable and
measurable content into the development of your
site.
Every piece of content should serve a purpose
and meet your goals, so we think about content as
soon as we start to develop a website.
As the customer experience is central to your
content strategy we ask what you are trying to
achieve, who you want to reach and importantly,
what you want them to do.
Benefits• Tap into our knowledge of the technology
behind the content. We match engaging
content with high-performance capabilities.
• Step back to consider your content vision, or
lean in for a closer page-by-page audit. Our
full-service content team has the strategy,
creation and content management expertise to
help with every element.
• Use the right mix of tactics to deliver your
content marketing strategy. Know your
audience. Show, don’t tell. Choose the right
format. Engage. Surprise. Entertain. And above
all, focus on quality.
• Add powerful web analytics to measure your
content’s performance and to continuously
optimise.
• Develop a clear purpose for all of your content
with customer experience research and
insight. We also use customer personas to
help us to tailor your content and move your
audience towards their goals.
CONTENT MANAGEMENT
Ken Platt, Head of Multichannel Delivery, Morrisons“
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Put your content to work. Successful content management drives action and converts
brand messages into results
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The personalised experience of the site was really brought together with the relational content solution that Salmon developed.
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Our Services
Content strategy services:Content vision
Together, using stakeholder and customer
research, we develop an overarching content
vision to achieve your business needs and user
goals.
Content audit
We evaluate your current content portfolio to
identify content gaps using customer research,
best practice techniques and analytics.
Tone of voice
Consistency is paramount, so we create tone of
voice documentation and guidelines to help you
maintain your tone of voice across all channels.
Style guide
Ensure you share best practice across all digital
channels with our content style guide.
Team development and training
We help you determine your content team
requirements, and then recruit and train personnel
for you.
Content plans and workflow
Our content plans and workflow tools help you to
manage your content’s sources, targets, reviews
and outcomes.
Content creation:Creation of new content
Benefit from inspired and fresh content created
by Salmon’s dedicated content team. Ensure you
have quality control with our editorial leadership
and governance.
Existing content
Build on what you’ve got. We can bring your
existing content to life by addressing its structure,
style, tone of voice and SEO.
Content migration
We use a case-by-case approach, so we can plan
and implement a smooth data transition.
Social media
Manage and integrate your social media presence
to engage and deliver your overall strategy.
Content management:Asset management
Use our tools to control, distribute and integrate
your valuable content.
Full service content management
We provide seamless content strategy, creation
and management know-how.
Dedicated content team
Serve consistently rich content with the help of our
editorial leadership and planning.
Track digital KPIs
Follow your digital marketing plan’s progress with
our monitoring tools and metrics.
www.salmon.com 17
Our ApproachSo you’re looking for managed services you can
depend upon? Our suite of managed services
is made up of our own solutions, third-party
products, supplier-delivered solutions and content
or trading operations.
We tailor the services and packages on offer
to meet your requirements and budget and, as
always, we look to step forward as your single
point of contact.
Benefits• Choose from a range of tailored services to
meet your requirements and budget.
• Streamline your workload by using us as your
accountable single point of contact.
• Focus on your business operations, with the
confidence that comes from having a stable
and secure trading platform you can trust.
Our ServicesClients work with us in a variety of ways:
Managed application support service
This service supports a high service level
agreement (SLA) where we act as the single
point of contact for all suppliers, partners, third
parties and interfaces. All parties work to the
same service governance via agreed roles and
responsibilities and operational level agreement.
Managed service – one contract
As with our managed application support service, we
are the single point of contact and governing owner
but with this option we take care of the commercials,
so you have just one price and one contract.
Managed service plus
In this managed service we add on trading
operations, analytical, content and campaign
management, with the potential for reward-based
outcomes.
MANAGED SERVICES
Our managed services give you the confidence to concentrate on your core business
operations and strategies
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Did you know? Salmon has established a Peak Trading Operations Centre for clients, with its ecommerce technical experts all in one environment to support customer ecommerce sites during peak trading.
www.salmon.com 18
Our ApproachIn collaboration with our strategic partners we
design, build and support stable, secure and
scalable hosted solutions to a high service level
agreement (SLA).
We define your non-functional requirements
(NFRs) and service levels and create a roadmap
for the hosted solution.
Your base solution will have fast recovery times,
with fully resilient architectures throughout all
network, hardware and software tiers. Finally, we
factor in disaster recovery (DR) and performance
environments.
Benefits• Opt for the best hosting option for your
requirements and budget. Through our
partnerships you can choose from Public
Cloud, Private Cloud or a dedicated managed
hosting service.
• Minimise downtime to protect trading and
brand reputation, plan for future capacity and
maintain up-to-date hardware and security
versions.
• Enjoy fast set-up times with our pre-built
assets to support trading and monitoring.
HOSTING
We believe that hosting should be seamless within projects and application management
models, yet designed for resilience, scale and easy upgrade
We wanted to be able to concentrate on doing business and actually evolving and doing new things for customers.
We want the technology and operations to be seamless and therefore not have any of our staff to think about it: it just
works. And that’s what we were buying into when we went with the Salmon-Rackspace combination.“
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Russ Harte, Head of Multichannel Development & Delivery, DFS
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Our ApproachWe develop, run, and measure ongoing multi-
channel campaign strategies that drive traffic,
increase conversion rates and encourage repeat
purchase.
With our multiple skills all under one roof, we can
exploit your technology with website optimisation,
full-service content management and capacity
planning.
Benefits• Link your multichannel communications to our
full ecommerce capabilities.
• Use our full service, expertise from customer
insight, brief creation and contact strategy
through to deployment and measurement.
Our Services
Research and measurement services:
Customer profiling
The first step is to understand the customers you
want to engage. We help you discover who and
where your customers are, and why and how they
buy. We also develop personas to help target your
marketing communications.
Segmentation
We show you where to focus your effort
and spend with personalised and consistent
messaging. And we help you convert anonymous
visitors to known prospects or customers more
quickly.
Actionable insight reports
As part of our managed services we provide
regular reviews across departments that focus on
actionable insight.
MULTICHANNEL COMMUNICATIONS
Clive West, Digital Director, Halfords
They (Salmon) fully understand our online and offline customers.... If I look at our customer engagement, our
customer feedback and our customer conversion, we’ve absolutely made the step-change in our performance
that we set out to do.“
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Power your customer communications through personalised and targeted campaigns
across channels
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Measurement services
Evaluate the effectiveness of campaigns using our
measurement tools, including conversion tracking
and link history reports. Our web analytics team
also recommend how to fully optimise your website.
Managed marketing automation
We manage the whole automated multichannel
communications programme from installation,
integration, insight, creative, campaign
management, reporting and strategy – to deploy
best practice at all stages
Multichannel campaign delivery:Multichannel strategy development
Engage customers over key lifecycle stages. We
use personas to craft content for the right channel
and the right context.
Creative services
Our multichannel know-how informs our creative
work, from concept through to fully worked-up
artwork for email, landing pages, collateral and
video.
Planning services
We develop automated routines based on
customer and prospective customer attributes and
behaviours. These routines automatically review
individuals within the system and place them into
the most appropriate campaign.
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©2016 Salmon Ltd. All rights reserved. All company and product names, brands and symbols mentioned herein are brand names and/or registered trademarks of their respective owners.
For more information,email: info@salmon.comor visit: www.salmon.com
ABOUT SALMON
Salmon is a global digital commerce consultancy
– the largest in WPP’s network of companies. We
define and deliver market-changing solutions and
customer journeys for the world’s leading brands.
Established in 1989, with operations in London, New
York, Melbourne and Beijing, Salmon clients include
AkzoNobel, Argos, Audi UK, DFS, Halfords, Premier
Farnell, Sainsbury’s and Selfridges.
The Strategy & Design Services and Optimisation
Services brochures present Salmon services that
define high-impact ecommerce solutions, and sustain
high performance once implemented.
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