Architecting Magento for: Multi-brand Multi-country Multi-language Multi-currency Multi-multi?

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Shanon Bennett Marsh
5 years ago
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2 Architecting Magento for: Multi-brand Multi-country Multi-language Multi-currency Multi-multi?

3 Gordon Knoppe Magento Services, Practice Lead EMEA

Magento Services has redefined and raised the bar on how we work with our partners and what we expect from them. It has been a great pleasure to work with the Magento Services team.

4 Magento Services has redefined and raised the bar on how we work with our partners and what we expect from them. It has been a great pleasure to work with the Magento Services team. Alain Gendre Director of Strategic Partnership at Vantiv Magento Services Global commerce leadership that accelerates time-to-value and maximizes return on investment across Magento.

5 Magento Services by the numbers 330+ Successful Magento Projects 80 Person Organization 220+ Unique Clients Serviced

Full Lifecycle Services Support throughout your

a critical time of planning DEVELOP & DEPLOY Support

time-to-value OPTIMIZE & EXTEND Continuous vigilance

Strategy Business Requirements Consulting Data

Governance Architecture Advisory & Dedicated

Implementation Services Magento Cloud Deployment

6 Full Lifecycle Services Support throughout your relationship with Magento EXPLORE & PLAN Guidance at a critical time of planning DEVELOP & DEPLOY Support to achieve superior delivery quality and time-to-value OPTIMIZE & EXTEND Continuous vigilance to maximize your Magento investment Commerce Strategy Business Requirements Consulting Data Science & Analytics Services Project Advisory and Governance Architecture Advisory & Dedicated Solution Architect Code Audit Migration & Implementation Services Magento Cloud Deployment Services Data Analytics Solution Health Check Infrastructure Review Magento U Training & Certification

Connecting with Magento Services at MLEU

and Technology Partners Channel Manager Say

7 Connecting with Magento Services at MLEU Merchants Customer Success Manager Solution and Technology Partners Channel Manager Say Hello here at MLEU David Toomey (US) Digital Transformation Anita Andrews (US) Omni-channel Matt O Daly (UK) modaly@adobe.com Services Sales Gordon Knoppe (Ireland) gknoppe@adobe.com Delivery Lead EMEA

8 Magento Multi-store Capabilities

9 Terminology Brands used in this presentation but this could mean: Distinct brand identities Large regional variations Boutique channels (ie. subset of catalog) Channels (B2B, B2C, B2B2C) Distribution models (company-owned vs. franchise)

10 Multiple Brands in a Single Instance

11 Magento Websites Website Store Can have unique Prices Can have unique Shipping Methods Can have unique Payment Methods Can have unique Currency Does not share Shopping Cart Does share Customers Can have unique Catalog Can Share Cart Can Share User Sessions Store View Can have unique Language Can have unique Theme

12 Magento Admin

13 Multiple Instances BrandA.com BrandB.com BrandC.com Magento Magento Magento DB DB DB

14 Magento Multiple Stores Multiple Instance

15 Single Instance vs. Multiple Instances Single Instances Benefits Single point of administration Content can be shared Combined reporting Single deployment process Customer account sharing across brands and countries Multiple Instances Benefits Store data is independent from other countries and/or brands Dedicated integrations with backend systems Independently scalable Independently deployable Unique Catalog attributes and attribute set

16 Global Reference Architecture

17 Why do we need a reference architecture? Scalability Agility Innovation

18 Global Reference Architecture Multi brand

19 Reference Architecture Example Timeline Reference Architecture Brand A Brand B Brand C Implementation effort decreases over time, ideally becoming just a theming exercise Enhancements Brand D Brand E

20 Solution Path Establish Core Codebase Magento v. 2.x Single global reference architecture combining common requirements from the various markets Technical support of the shared codebase including continuous development Market Modifications Brand maintains full control over their application Each market has their own dedicated environment Enablement Training, mentoring, shadowing, immersion of internal talent within delivery tracks

21 Solution Path Strategic Focus Core + Brand Roadmap Consulting Operations planning Governance Modeling

22 VF Case Study: 4 brands from 4 platforms Needed to accomplish critical corporate strategic objectives: Reduce time to market Provide flexibility for brand identity Follow industry best practices Focus on enhancements and delivering value Reduce TCO Solution: Partnered with Magento Services to implement Global Reference Architecture: Key features harmonized across brands Develop once, deploy to everyone Normalized processes and back-office efficiencies across brands and markets

23 Use Case 1: Foundational (VF Core) feature Integration with ERP Request from Kipling Reviewed by Architect Feature presented to brands Decision: Build for GRA Brand Opt-in: Mandatory Kipling - Yes Lee - Yes Wrangler - Yes Eastpak - Yes This foundational module was developed with configuration settings such as Merchant Code and Brand Prefix to support the unique integration needs per brand

24 Use Case 2: Brand request Country Specific Invoicing Integration Request from Kipling Reviewed by Architect Feature presented to brands Decision: Build for GRA Brand opt in: Kipling - Yes Eastpak - Yes Wrangler - No Lee - No Will be implemented as a GRA module disabled by default for the brands that did not opt in.

25 Use Case 3: Brand Request Custom URLs Scheme for PLP and PDP Request from Wrangler Reviewed by Architect Feature presented to brands Decision: Build for Brand Only Brand opt in: Kipling - No Eastpak - No Wrangler - Yes Lee - No

26 Implementing GRA at VF Kipling First brand launched on GRA foundation. Eastpak Second brand launched on GRA after Kipling (50% faster) Wrangler & Lee Two more brands launched on GRA after Eastpak (50% faster again) Distribution of GRA foundational to custom code Kipling Eastpak Wrangler Lee 5% 10% 10% 5% 15% 5% 10% 5% 85% 85% 80% 85%

27 Key Benefits Reduced Time to Market Lower Total Cost of Ownership Brand Independence

28 Challenges Consensus across Brands Every enhancement is made available for other Brands QA Reference Architecture Changes

29 How do we make this all work? Maintains the integrity of Client s Reference Architecture and prioritizes development based on benefit to the business. Change Control Board ecommerce Director Brand Representatives Duties Prioritize Requests Approve Estimates Plan Roadmap

30 Change Control Process Feature Request Board Approval Deploy to Production for Brand(s) Implement Feature In Reference Architecture Implement Feature in Brand(s)

31 Managing Centrally, Delivering Locally Strong central architectural influencer Local partners implementing the final solution Standards and processed defined which must be complied with Audit process needed to keep track of local markets

32 Outcomes Outcome Independent Brands, one platform Multiple Countries and Languages Independent Brands, one platform Multiple Countries and Languages Less total time on Support Less total time on Support Ability to focus on enhancements Ability to focus on enhancements Support Brand Specifics Support Brand Specifics

33 GRA in practice

34 White label in Magento Brand White label core Magento EE/CE core Framework

35 Implementation Magento 1 Magento 2 Repos + Via Namespace local common community core Repos +

36 Code Repository core common brand A brand B brand C

37 Code Repositories Brands White label Magento Composer.json Composer.json Module-level repositories Module 1 Module x Module y Shipment API Payment Fastly Cloud EE Core CE Core

38 Package Definitions common Magento 2.2 core Custom Feature 1 Custom Feature 2 Custom Feature 2 Integration 1 Parent Theme brand A Brand Theme brand B Brand Theme brand C Brand Theme Brand Custom Feature 1 Brand Integration 1

39 Theme Inheritance Theme inheritance is based on the fallback mechanism, which guarantees that if a view file is not found in the current theme, the system searches in the ancestor themes, module view files or library. Parent: common Brand A Brand B Brand C

40 Key Benefits Reduced Time to Market Lower Total Cost of Ownership Brand Independence

41 Gordon Knoppe Contact information: Connect with me on LinkedIn!

Magento GDPR Frequently Asked Questions

Magento GDPR Frequently Asked Questions Whom does GDPR impact? Does this only impact European Union (EU) based companies? The new regulation provides rules that govern how companies may collect and handle