Eric Healy on Forrester’s Commerce Service Providers Waves and the Future of Commerce

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This week, Forrester Research, Inc. has launched “The Forrester Wave: B2C Global Commerce Service Providers Wave, Q1 2015.” Razorfish Global, the Publicis Groupe network spearheaded by Rosetta and Razorfish, is cited as a Leader in the B2C Commerce Wave and a Strong Performer in the B2B Commerce Wave.

We sat down with Rosetta’s CEO Eric Healy to get his take on the rankings, major trends and role Rosetta plays in the Razorfish Global commerce story.

What stood out to you about the overall service provider trends and rankings?

Service providers today are telling a story about the greater integration of both technology platforms and end experience for customers. Forrester has long been urging brands to get smart in how they organize their business and to deploy technologies in a way that will make the end experience seamless. As such, we’re reaching a point of critical mass where brands are taking action to move in this direction. Service providers are now playing a key role in this shift by enhancing omnichannel strategy and consulting capabilities to help guide clients in this transition, heavily investing in proprietary accelerators that connect clients’ disparate platforms, and building strong capabilities in experience design and innovation.

What role does Rosetta play in the Razorfish Global story?

Razorfish Global was created by Publicis Groupe to combine Rosetta’s strengths in customer intelligence, commerce and customer engagement with Razorfish’s capabilities in technology, media and creative/user experience. The network brings together the leading agency implementer of IBM WebSphere Commerce software in North America (Rosetta) with the industry’s top hybris and Adobe partner (Razorfish).

Rosetta’s core strengths in business consulting and customer insights directly play into the overarching need for brands to have a deeper understanding of their customers.

This – combined with the depth and breadth of Rosetta’s enterprise-technology capabilities, our heightened focus on integrating commerce and content, and our ability to deliver on key technical pieces like order management – played right into Rosetta’s strengths in the Commerce Wave.

In 2015 and beyond, what do you think clients are really grappling with and trying to solve related to global commerce?

Many eCommerce leaders are being chartered with an international remit, causing them to move beyond planning and get more tactical. They now have to figure out country-specific solutions for shipping, for returns, for click-to-collect, for warehousing and merchandising strategies – the list goes on and on. As brands try to build long-term plans that address these things, they are increasingly breaking down organizational barriers that exist, like streamlining a common and scalable technology infrastructure, getting internal groups aligned on global requirements and working with in-region teams to ensure they are all aligned with the corporate plan. In 2015, brands are now realizing that going global means more than just launching a new web experience or deploying a single global commerce platform. It requires getting their hands a little dirty and transforming their business model.

How will the role of service providers like Rosetta evolve to address these client challenges? 

This year’s Wave included a combination of big consultancies, traditional systems integrators and a few agencies. In 2015, and beyond, the service providers best equipped to help clients win in the global landscape will be those that can move the conversation beyond a sole website implementation and toward technology capabilities, experience design and business consulting. Moreover, the winners will be those partners that can leverage customer insights to drive business decisions around platform investments, in-country strategies, experience design and even content strategy. For Rosetta, this is our focus – to leverage customer insight as the main catalyst for business success.

Advertising Age recently named Rosetta to their 2015 Agency A-List. What do you believe is driving this momentum, both with Ad Age and Forrester?

Over the last year, Rosetta has made strategic investments to enhance our omnichannel platform experience. We’ve been ahead of the marketplace in our ability to connect rich data, engaging experiences and robust technology – and the industry has finally embraced the need to drive a deeper level of engagement across channels. This, combined with the larger Razorfish Global story, empowers us to drive business transformation on a global scale and is driving the momentum we’re seeing in the marketplace.

 

To download The Forrester Wave: B2C Global Commerce Service Providers, Q1 2015, visit this landing page.


For more facts and figures on the value of Customer Engagement, download the Rosetta Consulting white papers:

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