>> Narrator: Live from the Wynn Hotel in Las Vegas, it's the CUBE, covering Magento Imagine 2018, brought to you by Magento. (upbeat music) >> Hey, welcome to the CUBE, we are live in Las Vegas at the Wynn for Magento Imagine 2018. I'm Lisa Martin with my co-host John Furrier, and John, we have a really exciting day planned, talking all things digital commerce innovation. What are you most excited about? >> Well Magento's one of those companies that people know about, but it's the rocket ship in eCommerce, mainly because they've cracked the code on a few things, Lisa, that I'm really impressed with. One is, they've modernized eCommerce. ECommerce has been around 25 plus years on the web, with internet, but you think of it like the old Amazon, eBay, database world, but now we're living in a cloud world, cloud native's big, and there's still money to be made in retail as everything goes online. The digital transformation is impacting retail more than ever, smart phones is over 10 years old, so the question I've always asked is, where's the modern stack? So these guys have cracked the code on that. Two, and they're powering a lot of impressive sites, and the growth is phenomenal, but they have an ecosystem partner network that you can see behind us, if you can look at the camera you'll see hundreds of partners. So I mean, eCommerce obviously isn't going away, look at the growth of digital, digital natives are coming online, people want to do things digitally, but also it's changing the offline consumer experience. So there's a gap, traditionally, between online, offline, that's coming together. This is only going to get more acute as cloud, mobile, decentralized, block chain, there's still eCommerce in our future, and it's just never going away, and these guys have a really interesting approach, so we're excited to find out more here on what they're doing, their success, and how eCommerce is going to evolve. To me, that's the number one story is, can people leverage turnkey, scalable digital technologies to do business? >> So Magento has built their reputation on helping retailers to target online shoppers. You talked about online and offline, but they're now moving into the B2B space. As consumers, we expect, Amazon set the bar obviously very high, we expect to be able to get whatever we want as consumers, we're channel agnostic, we don't care, we just want to be able to find whatever we want when we want it, have it shipped to us, have it shipped to the store, and that is spilling over into the B2B space. And Magento's data suggests that 93% of B2B buyers want to be able to buy online, which not only changes the sales model, it changes the marketing model as well. >> I mean, they're taking the charge, that's the slogan here, and the thing that's interesting is that it used to be nice little buckets, B2C, business to consumer, B2B, business to business, but really it's a consumer to consumer role, and one of the things that you see right now social media is consumers are directly involved in either the content development process, or the engagement process. And if you look at no further than the side effects of what we see with Facebook, the downside of this whole data conversation is that the users want to be in control, and they are in control. So you're seeing almost a blurring of the lines between B2B, B2B, and C2C, where people need to tailor the eCommerce experience and have the data insights, either realtime, and or intelligent wise to know that the consumer is participating offline, they're online, but also peer to peer. The consumer to consumer relationship is to me going to be the cutting edge forward innovation area that a lot of these companies are going to innovate on because a lot of referrals are going on organically now as it's not so much audience anymore, because the audience is online digitally, it's about the network connection. So as people have a network connection with their friends, and you're seeing Facebook proving this, and LinkedIn, and others, is that you're going to start to see that data be very important. So I see a future where eCommerce stacks have to support consumer to consumer in any context, business to business, B2C, business to consumer, consumer to consumer, this is the holy grail, and whoever can scale that, again at large scale, while creating a money making opportunity, value creation opportunity for ecosystems is the winning formula. >> One of the themes that popped up during the keynote this morning with a number of folks that were on stage, including their CEO, and the Pittsburgh Steelers, was personalization. That's something that we expect as consumers, and as well as business buyers, we want to be able to have something where we know they know us, but we don't want to be marketed to. So Magento has done an interesting job and we're going to have a number of guests on the show today talking about how they're enabling this more personalized customized, you mentioned the word tailored, experience as a consumer to be able to get what I want when I want it, but also, through a now omnichannel. We're going to hear a lot about omnichannel today and how that's enabling new revenue streams, reduction in attrition, they talked about one of their newest features, Magento did, with the instant purchase. We want to be able to click once, buy it, and have it, something that means something to us, be able to buy it again, and again, and again. >> I mean this is the challenge right, in eCommerce, is table stakes are some of these features like instant click buying, having the kind of personalization, but the real angle to me is bringing in the personalization so that the consumer's involved. So what you see with the Steelers for instance, they do realtime shooting of the game and incorporate the fan experience into the eCommerce experience really seamlessly and in realtime, and so what you have is a change of a methodology. And so, eCommerce used to be a very one directional monologue, you'd put content out there, people browse and consume. Now you have a realtime interactivity piece, which changes the content production perspective, and the Steelers pointed that out. In the tech world, we used to call this agile programming, when you write software development. So you start to see the concept of agile come into eCommerce where, whether it's an entrepreneur, Melissa, baking goods, or a business, they want to focus on the business at hand, not provisioning technology. So you've got to have a partner like a Magento or someone who can build all that tech turnkey so that people can focus on the business at hand and that's agile. So if they decide to incorporate something really fast, you can't have this waterfall process, and that's the problem with the content market, and that is a legacy baggage of eCommerce, where hey, we built it, we ship it, but we got to go back and decide what to change, and we got to push it through the code base. You're provisioning technology, that is an old way of doing things, that's not ideal for the modern era. You need to be very agile, very scrum like, to use that term, and content people need that to be successful because the difference between realtime and having that right experience is a matter of seconds and or context specifics. So agile content, can't be waterfall. >> Exactly, agile content that's data driven. You mentioned data earlier, we're going to actually be talking with Anita Andrews, who's going to be talking about what Magento can facilitate and deliver their users with respect to BI, the Steelers talked about that, they actually see when the Steelers aren't doing well, they see a reduction in merchandise, merch that's actually purchased on site. So they have the data to be able to make the decisions to deliver this personalized content in a way that they can see, how can we adjust our sales structure to be able to capitalize on revenue opportunities. >> I mean responding to data is really critical, so the Steelers example is great. When they lose, there's no sales, 'cause everyone's kind of bummed out. When they win, they sell everything out. So you know, in sports world, which is that big part of Magento's base, managing the assets of running the franchise, for instance, becomes a real big thing. Whether it's food, or apparel, or any kind of fan experience, they can adjust either dynamic pricing, these are the things that the content owners want. They want to be able to say, hey, we can understand sentiment from the data, and then adjust the marketing mix and content mix based on what's going on in realtime. That's a game changer, and if you can do that on a form factor for web, mobility, and future formats, whether it's cryptocurrency, that is going to be to me the tell sign of who's innovating. >> And speaking of innovation, this is the eighth event that Magento, the eighth Imagine event, our first time here, but you mentioned their partner ecosystem, there's 1150 solutions and technology partners you can see quite a few of them behind us here, a lot of people are needing this type of technology to be able to better merge the online and offline worlds, across consumers, across businesses. We have some great guests here who are going to talk to us about how they're doing that, enabling multi-retail, enabling multi-channel, and really enabling this true globalization of commerce to allow businesses to go, we actually have a guy from Coca Cola who's going to be on today, talking about the project that they are, where they're personalizing the Coke bottles, it's such an interesting topic of discussion because it's very personal and very relatable, and I think. >> Marketing's always, market to the persona of one, but now you have a brand relationship that's online and offline, and this is changing how companies are building their assets. So an offline retail outlet, whether it's a mall or a superstore, or whatever, that can be configured in a way that's complementary to the online, and then having the merging of the data, and then having that relationship with the consumer. To me, omnichannel is a huge retail challenge, it's super important, because at the end of the day, do you want to have that insight into the customer, but also have the great experience, that's key. >> Exactly, so we're going to be talking with the Accent Group, who's an award nominee for their awards here, and they're going to be talking about how they are merging multiple brands, hundreds of thousands of SKUs to be able to facilitate, and also give them the insight that retailers need on inventory, giving them fulfillment options, there's so much positive business outcomes that can be generated from this. We talked about reducing attrition, getting us faster check outs, we want to have something that's very simple, very seamless, and as you pointed out, really interesting to understand, what is the modern technology stack that can facilitate that? >> Yeah, great user experience, retail intelligence is something I think that's going to be something that's fascinating, and again, it's all about scale and the technology stack, and taking that complexity away from the customer, because at the end of the day, the digital storefront is what people are going to be interfacing with on a primary basis, that's also very complementary to the offline. So I'm super excited, I'm totally pumped to get into it. >> Me too, well looking forward to hosting with you all day John, and again, we are live in Las Vegas at the Wynn at Magento Imagine 2018. I'm Lisa Martin with John Furrier, we're going to be here all day, stick around. We're going to be right back with our next guest. (upbeat music)