Scaling Magento in the Cloud

Tria Foster VP, Ecommerce and Customer Loyalty Kendra Scott Brandon Elliott Chief Technologist Rackspace Digital

M A G E N T O I M A G I N E A P R I L 2 0 1 5

TOP CONSIDERATIONS F O R A G R O W I N G ECOMMERCE B U S I N E S S P L A N N I N G P E O P L E P A R T N E R S H I P S T E C H N O L O G Y

EVOLUTION OF THE BRAND 2002 T H E B R A N D I S B O R N

2002-2008 BUILDING THE BRAND K e n d r a S c o t t j e w e l r y I N T H E P R E S S t h e t i p p i n g p o i n t T H E D A N I E L L E 2 0 0 8

2010 F I R S T R E T A I L S T O R E K e n d r a S c o t t S O C O, A u s t i n T e x a s T H E C O L O R B A R W e b s i t e w a s b o r n w i t h i n n o v a t i o n!

2011-2012 A S T R O N G P A R T N E R S H I P T A K E S R O O T R E T A I L E X P A N S I O N D a l l a s B e v e r l y H i l l s S t r e n g t h e n i n g o f K e n d r a S c o t t b r a n d r e c o g n i t i o n H o u s t o n

m. k e n d r a s c o t t. c o m 2013 S C A L A B L E S O L U T I O N S & S T R O N G P A R T N E R S H I P S

2014 N e w P a r t n e r I n t e g r a t i o n!

A S T H E B R A N D G R O W S F O C U S O N K E N D R A S C O T T F A M I L Y

2 0 1 4-2 0 1 5 COMPANY HIGHLIGHTS First $1MM Web Day in company history on Cyber Monday 2014 220% YOY Growth 0% downtime during peak traffic periods including holiday selling season through the Rackspace cloud burst capability Re-launched The Color Bar utilizing much of Magento native functionality 40 retail stores total in 2015 vs. 17 retail stores total in 2014 The Kendra Scott family is growing! The focus continues to be hiring the right people at the right time.

W E B G R O W T H S I T E V I S I T I N C R E A S E 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 - TOTAL SITE VISITS BY QUARTER, DESKTOP & MOBILE Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 - YOY% INCREASE, DESKTOP TO MOBILE 87% 2012 2013 2014 265%

S O C I A L M E D I A G R O W T H I N C R E A S E F R O M 2 0 1 4-2015

U N I Q U E C H A L L E N G E S F O R W E B G R O W T H K E N D R A S C O T T C O L O R B A R TM

U N I Q U E C H A L L E N G E S F O R W E B G R O W T H K E N D R A S C O T T C O L O R B A R TM The Color Bar on the ipad

S P E C I A L P R O M O T I O N S : U N I Q U E C H A L L E N G E S F O R W E B G R O W T H

HOW DO YOU P O S I T I O N Y O U R S E L F F O R RAPID GROWTH?

R A P I D W E B G R O W T H T A K E S P L A N N I N G! A N A L Y T I C S! Over 60 weeks from conception to launch of quarterly line 24 month forecast of revenue and site visits 12 month technology plan 12 month social media strategy plan 18 month digital media plan Year-over-year; month-over-month growth analytics and measurements

R A P I D W E B G R O W T H T A K E S RIGHT PEOPLE! RIGHT TIME! Growth in right departments from Sales, Development, Distribution, etc. Culture counts! Continued training! Celebrate successes!

R A P I D W E B G R O W T H T A K E S R I G H T P A R T N E R S H I P S! Select partners posed to help with the growth Partners with similar values for customer support Strong support Uptime and reporting capabilities Leverage partners expertise

R A P I D W E B G R O W T H T A K E S R I G H T T E C H N O L O G Y P A R T N E R! Establish the right infrastructure Pay for the hardware you use and when you use it Ability to burst into the cloud during peak periods Ability to leverage expertise for your solution to plan for growth over a year in advance Fanatical support during critical times

R A P I D W E B G R O W T H T A K E S A R C H I T E C T U R A L P L A N N I N G Much more robust environment allowing for horizontal scability Scaling with new, larger servers with Haswell processors from 24 to 32 cores Larger F5 implementation that increasing throughput by 4X Moving from master/slave database to a master with N slaves Continuing with our cloud burst capabilities

A P P R O A C H T O W E B G R O W T H T A K E S P L A N N I N G & A N A L Y T I C S. P E O P L E. P A R T N E R S. T E C H N O L O G Y & I N F R A S T R U C T U R E.

E X C L U S I V E 20% OFF Y O U R O N L I N E P U R C H A S E W I T H C O D E IMAGINE2015 E X P I R E S F R I D A Y 5 / 1 5

W W W. K E N D R A S C O T T. C O M @KENDRASCOTT #KENDRASCOTT I

Rackspace Managed Cloud for Magento April 21, 2015 29

What We ve Learned from Customers Like Kendra Scott As the #1 host for IR Top 1000 sites including thousands of Magento sites, here s what we ve learned: Scaling for Success Takes Work Seasonal + Breakthrough Offers / Social Speed = Revenue More Cost Effective to Rent Infrastructure AND Expertise 30

Latest Internet Retailer Research Shows Payoff of Being Agile Retailers who frequently update their site were 20% more likely to hit or exceed revenue targets: Responsive to demand and customer feedback These leaders also had greater site uptime Requires strong process and automation 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Frequent Updates (>1 / Week) Locked Down / Infrequent Source: Internet Retailer 2014 Holiday Survey, April 2015 31

From this Knowledge We Created Managed Cloud for Magento PERSONALIZED EXPERIENCE ACCELERATE REVENUE OPTIMIZE COST Single-instance control Automated and Scalable Architectures Economies of Expertise 32

Simplify Magento Management with Cloud-based Automation Powered By: 33

Learn More Booth 501 for a Managed Cloud for Magento demo go.rackspace.com/magento Repeat session on Wednesday at 1:30 PM 34