Focus on CRM
The objective was to set up a unified customer repository. All existing data (Website, newsletter subscribers, contest participants, physical-store shoppers etc.) were aggregated using Hybris.
This single index can then be used to create segmentations for various communication campaigns. This results in increased message consistency for consumers and an improved customer experience.
Everything is arranged so as to facilitate purchasing decisions: online shopping, Click&Collect, delivery and returns (cross-channel).
The celio* e-commerce service also accepts mixed payments with gift card support.
In-store purchases can be made via the web-based platform for an enhanced experience and access to stock levels, with the store’s PoS terminal, while recording purchase details into a single customer account (online/store).
Focus on Architecture
One of the project’s biggest challenges was to connect all the platforms required to digitalize the celio* e-commerce system, including:
– the celio* PIM system for the product catalog;
– SAP for ordering / stock control / pricing / gift card payment processes;
– Ogone for credit card / Paypal payments, including mixed payments with gift card (SAP) and credit card (Ogone);
– the image production studio used by celio* to automatically import product images; etc.
The platform was designed to enable fast rollout of additional country sites.