Wrap with Lisa Martin & Amanda F. Batista | Magento Imagine 2018

Wrap with Lisa Martin & Amanda F. Batista | Magento Imagine 2018

September 7, 2019 0 By Bernardo Ryan


(upbeat music)>>Narrator: Live from the
Wynn Hotel in Las Vegas, it’s theCUBE, covering
Magento Imagine, 2018. Brought to you by Magento.>>Welcome back to
theCUBE, I’m Lisa Martin. We’ve had a really informative day talking all things
commerce, open commerce, and digital commerce innovation
at Magento Imagine 2018. I’m joined by Amanda Batista, who is the head of content
marketing for Magento. Amanda, thanks so much for all your help in coordinating this. We’ve had a really educational day with your folks, with your
customers and partners.>>Yeah, we’ve had a
really great community. It’s been wonderful to have theCUBE here, and I’m so thrilled to be
able to be here with you closing out the show.>>So this is the eighth Imagine event, There’s over 3000 people here. You guys had some great
speakers on stage today. I’m always very excited
to see female leaders on stage.
>>Absolutely.>>We talked about Baked by Melissa, she was our first guest
today sharing her story. You’ve been growing this
event year over year. What is it about #LeadingTheCharge, your hashtag and message for this event, that really differentiates this eighth event from the last several?>>Well #LeadingTheCharge is a really exciting message for us because ultimately we’re
focused on empowering merchants and developers
and really allowing them to not worry about the
technology component of things. Whatever you can dream,
you can do on Magento. So, #LeadingTheCharge for us here today is really about bringing people together, making connections, and
really thinking about, How do you use this community? How do you tap into all these resources? How do you see people that
you haven’t seen in a while? It’s kind of our coming out party, our big coming together. You know, #LeadingTheCharge I think means different things
for different folks, but I think for us we’re really aiming to empower individuals to do the work that they do really well
but also come together. So I actually heard a
gentleman say that part of Leading the Charge for him is
a matter of making connection. It’s almost stepping out as a leader and allowing other
people to come together. I think #LeadingTheCharge has been a really nice message for us
today and I think our speakers have really brought that to life.>>I agree and with the
sentiment that we’ve heard. Magento started reputation-wise,
helping retailers to target the online shoppers
and the experiences there. We talked with Peter Sheldon today about what you guys are doing
in really formalizing how you’re helping
businesses, B2B organizations. There’s so much opportunity
that’s really being driven by all of us as consumers
and we have this expectation that we can get anything,
anywhere, anytime.>>That’s right.>>And have it delivered day or night. Amazon sets the bar really high. You guys had Amazon on
main stage this morning talking about the fact that
there’s now 100 million Prime subscribers and how
half of Amazon’s revenue doesn’t come from products
they sell, this third-party marketplace just kicks open
the doors of opportunity->>Amanda: Right.>>for businesses from
small to large alike.>>Yeah, I think it’s
really exciting, too, because, you know we can’t
all compete on price. We can’t all be Amazon,
but I think as we’re really encouraging
merchants to think about, What are you offering that’s special? What are you doing from
a content standpoint? Obviously, content is near and dear to me, that’s my bread and butter and what I’ve been doing for a long time, but we really think about, what are we offering
people that’s value-add? Is it an added catalog, is it a manual? Is it something that helps
you do your job better? Is it something that helps you go back to your organization and feel
celebrated and feel excited?” I think when it comes to
how we’re empowering people, we’re really focused on,
from a content perspective, enabling you to, again, not really worry about the tech component, but think about how you
can innovate your business. That’s really important to us.>>Well, that’s one of the
things that Melissa Ben-Ishay, she’s product officer at Baked
by Melissa Cupcakes and how->>Amanda: Sweet it is.>>I still want, it is,
and I still want a cupcake.>>Amanda: Yes!>>It was very evident when
we were talking with her that she gets, because of technology, that makes things simple
for folks like herself, it allows her not to
just grow the business, to open more stores, to reach hundreds of thousands of people, but to do so in a way that she doesn’t have to
worry about the technology.>>Amanda: Right, right.>>And that really->>That’s a great example, really, for us. I think when we look at who
we’re looking to enable, you know, Melissa started
a business ten years ago, was let go from her job and said, Let me take a passion and
bring it to life with business. They had e-commerce even
before they had stores. They had e-commerce before
they were up and running. I think using that as a linchpin, as a springboard to really
bring her business to life, delivering a hundred cupcakes on foot on the New York City subway. I’m from New York, I ride the subway, I wouldn’t want to do it with
a hundred cupcakes, frankly, but these are the sort
of bootstrap methods that she was enabled to
do not worrying about that sort of tech component, right? She’s bootstraps, she only
had about five founders, five people around her with her business. Really great to hear from her and I don’t see any cupcakes
anywhere but I’m dying for one.>>Me too!
>>Or five.>>We need to get some. One of the things that you
mentioned, content, earlier, in being a content marketer, look at media as an example,
with Netflix and Spotify and Amazon, and what’s
happened to traditional media. It’s now that the way a service
is delivered is as important as the content
>>Absolutely.>>and what we’ve heard
a lot from your customers that have been on the program today is they have the opportunity to deliver services in a responsive way, and in a way that’s really personalized, which is really key, right? As consumers, we all want
to have an experience that’s tailored to us,
and we’ve heard that as sort of an enabling capability
that Magento is helping. We had a gentleman from Coca-Cola on, talking about the Share a Coke experience and how that started as
a program in Australia.>>Amanda: Right.>>With one bottler, then went to Europe, then became something
that was focused in store, and then the consumers are going, Hey, Coca-Cola, I can’t find
a bottle with my name on it. And it became this really
big program for them, that they had to figure out, How do we do this in the
U.S. with 70 bottlers? They needed technology
that would allow them to identify and have this
visibility of inventory, which you guys allow them to do, but to enable their customers
to have an experience with a personalized bottle of Coca-Cola.>>Right.>>Amazing how the technology
opens up doors like that, and allows these businesses, whether it’s something as an
establishment like Coca-Cola, or a Baked by Melissa, to be able to deliver this
relevant, personal experience, at the touch of a button. It’s Amazing.>>Well, listen, and it’s
non-negotiable, right? Think about your own
experiences as a consumer. Who are you shopping with? I’m shopping with brands
that understand me, that know what I need, that
are offering value-add. You know, you might also revolutionize the way that
we view our experiences, and we really don’t have patience. Like you said, we have digital, everything is very quick, and I think the experience
is the differentiator. We’re really focused, again, on taking the technology out
of your planning equation so that you can focus on
what are you offering? What are you delivering? How are you delighting? That’s a big, big area of opportunity and I think what you do to delight and engage and if you’re
using data intelligently, and not just the nitty gritty of data, but also simple things, the way that you welcome people via email, the way you engage on Instagram. There’s a number of ways to do things that don’t really require
a lot of planning, a lot of cost, and so
in our content efforts, we’re really encouraging
merchants to think about that. How do you do things in
a sort of home-grown way without spending a lot of time or money? We have to be agile, we have to be quick as
marketers, I certainly know that, that’s the world I live in,
and again, it’s non-negotiable. I think as a consumer, if I don’t feel that you understand me, if I don’t feel that you’re
paying attention to the things that I’m buying or not buying,
I’m going somewhere else. I’m going to go to a place
that makes me feel as though I’m going to be fulfilled and delighted. I think delight is such
an understated thing, but we’re here at the Wynn
which does a wonderful job with experience and everywhere you go it’s so delightful and wonderful.>>Lisa: It is delightful!>>I came back to the room last night and my computer cord was just
rattled up ever so gently, and I thought, That’s delightful! You know, I Instagrammed that. That’s a perfect example of providing experience that is superior.>>Speaking of experience,
we just had the gentleman from the Accent Group on, Mark Teperson. It was so interesting
how they’ve taken this company down in Australia and New Zealand, with multiple, many, many,
many brands of footwear. And, you know, the online
and the physical world have been merging in
retail for a while now, but what they’re wanting to
do, to click and collect, and to create this in-store experience. It was such an interesting
way of thinking about and hearing from a Chief
Digital Officer say, We want to be able to enable people, especially mobile first, we’re sitting on the couch
with these things often, but to enable them to be
able to come into my store and have an experience. That word is, we heard that referenced in
many different times today, the Accent Group was a
great example of that, as well as when we had your
V.P. of Strategy on saying, A lot of cases depending on the, whether it’s B2B or B2C,
it’s not mobile too, it’s mobile only. It’s not just leveraging
technology and data and analytics to understand what I want as a consumer, but it’s how I want to consume it. So it’s what I was saying earlier about we’re seeing this level playing field of how services are delivered, equally as important as the content that you’re going to deliver to me.>>Yeah, absolutely. Again, non-negotiable, right? This idea of an omni-channel experience bridging the gaps between
online and in-store, like you said, we’re on the couch. I almost never shop on a
computer any more, right? I’m mobile, we’re enabled, we have PayPal, we our credit cards saved. I think to keep that momentum going, you want it to be a seamless experience. How many times have you
gone online and found that an item is supposed to
be available in the store. When you go, it’s not there, right? I’ve even done due
diligence as a savvy shopper who works in retail and says, Let me call the store
and make sure it’s there. There’s really no margin for error there, because when we talk about experience, if you do go in store, and
if you do take the initiative to make that purchase and
take time out of your day, right, we’re all busy people. I think mobile and
digital has made it easy, especially Amazon Prime
revolutionized that. (mimics beeping noise) Two days, it’s on your doorstep. I think as we look to see who’s sort of mimicking that experience, I
think an easy way to do it, is simply put, have
your systems connected, ensure that things are integrated, ensure that your inventory
visibility is on point. It’s a non-negotiable experience, really.>>Well, Amanda, we’ve had a
blast at Magento Imagine 2018. Our first one, looking forward
to being back next year. Thank you for putting together
a great array of guests. I know we’ve learned a ton about this. I won’t look at online
shopping again the same. We want to thank you for helping us have a really enlightened and
delightful conversation.>>And likewise, we’ve
loved having theCUBE. You guys have been wonderful. I’ve learned a great deal and it’s been really nice
spending this time with you. So thanks for having me, Lisa.>>Absolutely. We hope you’ve had a delightful experience today with us on theCUBE. We’ve been live at Magento Imagine 2018. Check out theCUBE.net where you can find all the replays of the
segments that we filmed today. You can also find the editorial components on SiliconANGLE.com. I’m Lisa Martin for theCUBE. We’ll see you next time. (upbeat music)