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ECOMMERCE
TOUCHDOWN FOR
THE PACKERS
Marisa Schewe
Retail Operations Ecommerce Marketing
Manager – Green Bay Packers
Matt Skrabanek
The “Mailman”
Senior Architect – Zilker Technology
Green Bay Packers
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History
RFP Process
Why we chose Zilker and Magento
The Packers History
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Team Founded in
1919
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The only nonprofit, community
owned major
league
professional
sports team in
the United
States.
Trivia Question
Approximately how many people are
on the Green Bay Packers waiting
list for season tickets?
Answer:
125,000
Packers Pro Shop
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The Packers are 1 of 5 NFL
teams that run their own retail
operations.
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Website debut was in 1997 on
a custom CMS platform
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In 2014 we renovated the brick
and mortar store at Lambeau
Field from 8,500 square feet
store to 21,500.
Circa 2000 – via Wayback Machine
Circa 2006
Circa 2013
Pre-Launch March 2016
The Result
RFP Process
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Released in April
2015
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Evaluation May –
July
11 Vendors
4+ Platforms
10 Responses
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Awarded Zilker
Technology late July
4 POC
Zilker
Why Zilker Technology?
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Key strengths as outlined in the evaluation
– Multi-Platform Vendor
– Experience with Top Tier Retailers
– Recommended Magento and did a full demo of front and backend
– Strong project team from technical to project management
– Detailed response to the RFP covering requirements line by line and full
project costs laid out
Project Timeline – Actual Go-Live Mar 23
Understanding the Needs
Goals
Blueprint
Establishing Goals
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Mobile First Ecommerce Platform
Content Management
Integration with Existing POS
System
Migration of Existing Data
Marketing and SEO Tools
Management of Promotions
Ease of Maintenance
Hosted Solution
Decrease Fraud
Meeting Those Goals
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Magento Enterprise chosen as the content management and ecommerce software platform
Zilker Technology to design and implement the solution
Ongoing support will be provided.
Partnered with Nexcess to host the environment
The Approach
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Agile but Flexible
Blueprint Phase
Iterative Development
Frequent Demos
Blueprint
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Unique Twist on the Agile Approach
Why are we here?
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History
Key objectives
Elevator pitch and product box
MVP
Short term and long term vision
Discover challenges and risks
Learn to work together
Transparency
– everything is documented in a wiki
Elevator Pitch
“For Green Bay Packers fans and their
friends or relatives who want to shop and
research Packers products and services
online, the PackersProShop.com provides
a unique shopping experience. Unlike
other online stores that sell Packers
merchandise, it is the official store of the
Green Bay Packers, with exclusive
products and direct connection to the
team.”
Product Box
“Your official team store
where you can buy directly
from the Packers”
Blueprint Process
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Kickoff Meeting
Sessions with Stakeholders, Business Users, and IT
– Out of the box demos
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Assess the current system
Understanding today and tomorrow’s needs
– scalability, mobile, merchandising, marketing, cost reductions
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Documentation
– JIRA & Confluence
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High Level Solution Architecture and UI Design
Personas
Stories
– “As a customer, I want to be able to enter a promotion code to receive
discounts”
– Think in terms of benefits not features
Implementing the Solution
Challenges
Unique Challenges
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Integration with NCR Counterpoint System
Design that Showcases the Packers Brand
Management of Products and Images
Flowers / Personalized Products
Exclusive Shareholder Products
Gift Cards
Packer Partners
SEO and Analytics
Call Center Requirements
Returns*
Integration with Counterpoint
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Flows
– Push Orders and Customers
– Pull Product, Inventory, and Order Status
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“Animal Farm”
– RabbitMQ
• Queues pending orders and customer updates
• Hosted on Magento servers
– Mule
• The glue that makes it all possible
• Magento and AMQP Connector
– allows us to interact with Magento and Mule
without writing any code
• Error Handling
Design
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Must adhere to Packers brand guidelines.
Promote and honor the history and tradition of the Packers.
Responsive and mobile first.
Come up with something everyone likes!
Final design is a combination of Zilker and Packers influence.
UI turned out to be
one of the most
significant challenges
Brad’s Slides, followed by Sean Demo
Product Migration
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Master SKU and Long SKU
– Translated to Configurable and Simple Products
– Every product has a configurable and at least one simple
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uRapidFlow Plugin
– Imports Products, Relationships, Categories, Products into Categories,
Prices
– 8000 Products
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Incremental Updates
– Counterpoint generates a view of changed products
– Mule pushes files to Magento Server
– Cron kicks off uRapidFlow profiles
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Images
– Custom Script
Flowers and Personalized Products
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Flowers
– Inventory managed outside of
Counterpoint
– Only available to deliver on
certain dates
– Cards printed with gift
message
– Can only be shipped next day
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Personalized Products
– Jerseys and Shirts
– Custom name and number
– Dirty Words Filter
Shareholders
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Certain Products are exclusive to shareholders
Per SEC regulations - Shareholders must remain anonymous
– Cannot use customer group or attribute
– Validate with certificate number and zip code
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Separate Store?
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Solution was to create a shareholder login
Shareholder landing page
Shareholder products integrated with others
Hide shareholder products from search
Turned out to be a rather simple solution
Gift Cards
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Customers can buy and use in
store or online
Counterpoint is the source of
record
– Do we try to move to
Magento?
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Solution was to rewrite EE Gift
Card functionality
– Magento makes calls to
Counterpoint (through Mule) to
check balance
This was another
significant challenge
Other Challenges
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Packer Partners
– Customers sign up to get a discount on products
– Maintained by another system and membership does expire
– We validate that user is eligible for the discount at checkout time
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SEO and Analytics
– A major requirement was to maintain top SEO and analytics capabilities
– Between Magento EE OOTB and Plugins this is covered.
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Call Center Requirements
– Customer Service had their own set of requirements
– Changes made to the way admin site behaves or looks
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Returns*
– Using OOTB Magento EE RMA
– Significant work with Mule and Counterpoint for this to work
What’s Next?
Things we want to do
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Enhance the Checkout Process
Physical and Virtual Gift Cards
Online RMAs*
In-Suite Delivery (mobile app)
Gift Registry
Reflektion (personalization tool)
Automated Drop Ship
Trivia
Trivia Question 1
What Green Bay native founded the Packers in 1919?
Answer:
Curly Lambeau
Trivia Question 3
What current player is the Packers all-time leading scorer?
Answer:
Mason Crosby
Questions
Trivia Question 2
What is legendary Running Back Johnny McNally’s nickname?
Answer:
Blood
Johnny Blood
Trivia Question 4
The clock on the entrance of Lambeau
Field is set to “Lombardi Time” meaning it
is set ______ minutes ahead of schedule.
Answer:
15
Bonus Question
The Lombardi Trophy replica, located
in the Lambeau Field lobby, is the
largest ______________________
Answer:
Structure to ever to
be chromed
How we got through this project…
Tuesday Night Ritual
Zilker Technology | Who We Are
• Zilker Technology is an expert
integrator with a focus on digital
solutions
• Zilker Technology creates agile user
experiences on an adaptable
foundation that allows for secure,
scalable systems
• Deep & varied Commerce, Portal,
Social, Mobile, Business Process
and Creative skill sets
• Founded in 2014 and composed of a
team of 60 rock stars that have
worked together for over 5 years
• Corporate Headquarters in TX with
nationwide coverage and global
managed services
• Many successful e-commerce
implementations