cross channel e-commerce

Kennissessie:Cross Channel Integratie!

Tips, Tricks en Praktijkcase

Karel van der WoudeManaging Partner ISM eCompany

André van RijnManaging Director Diract IT

23 januari 2013

ISM eCompany e-commerce♥

200 e-commerce professionals

20 jaar e-commerce ervaring

Full service e-commerce bureau

Webshop advies

Webshop design

Webshop realisatie

Webshop marketing

Cross Channel integratie

In 2012 stonden we hier ook !

In 2013 vele stappen verder:

Cross Channel integratie

“ISM en Diract leveren door bundeling van wederzijdse

expertise een geïntegreerde cross-channel oplossing waarbij

de e-Commerce front-end expertise door ISM wordt geleverd

en waarbinnen Diract voorziet in de expertise op gebied van

integratie met relevante backend systemen“

Cross Channel integratie

Integratie

Concentrator

PIM

Back-end

Platform e-Commerce

E-marketing

Design & Front-end

Hosting & Support

Reference case BAS Group

From retailer to multi channel specialist

Refe

renc

e ca

se B

AS G

roup

Refe

renc

e Ca

se B

AS G

roup

BAS

Gro

up h

istor

y I

BAS Group history• Founded 1996, MyCom Shops, BAS Distribution• Current: MyCom NL/BE, Vobis, BAS Distributie, Dixons, Dynabyte, HSF & more• 1350 employees, 250 shops, 2500 B2B Customers, 17 active webshops• 10000+ Orders per day• 6000+ items on stock in DC• 300000+ items in assortment

BAS

Gro

up h

istor

y II

BAS Group history• Until 2006 strong growth• 1997 first webshop• Focus on stores & fysical distribution• 1 retail & 1 wholesale webshop, separate systems, no-focus, no growth• Growth in IT systems, ERP, POS, PIM, EDI, WMS, BI & many tailor-made apps• Inefficiënt proces, much manual work

The

chal

leng

es

The challenges• Shrinking turnover and margin’s, growing volumes• Growing competition, especially on-line• Limitations in IT infrastructure• In efficient logistics• physial limitations to # items• Need to manage all channels in one system• … at lower costs

Item data

Content

Stock Third party information

Order information

ERP

not s

uite

d fo

r con

tent

man

agem

ent

The Turn around

• 2009, strategic choice for multi channel specialist• Re-organisation, focus on high performance IT systems• Spring 2009 implementation new WMS• Fall 2009 start of implementation Concentrator• Introduction MyCom 2.0 shop formula

101010101010EDI processing

Content

What we need is a ………….?

History e-commerce & Content Management

• On-line shop since1997, first shopping basket• Until 2005 “extra” shop• Since 2006 importance of content• 2007 / 2008 investments in website, marketing, # FTE, structure

minimal effect• 2009 reorganisation, start Focus on Content & Logistics, Multi

Channel strategy• 2009 pick-up orders in stores• 2009 / 2010 Implementation WMS & Concentrator• 2010 / 2011 Explosive on-line turnover growth, start long-tail, multiple

front-end labels, brand-stores, etc.• 2011 acquisition Dexcom

Hist

ory

e-co

mm

erce

& C

onte

nt M

anag

emen

t

From

doi

ng h

ard

time

to s

ucce

ss

BAS growth• In 2011 acquired Dexcom (Dixons, Dynabyte, Harmony FS)• 6 weeks to integrate over 250 shops and a logistics operations• Replacement of SAP ERP by JD Edwards• Integration of POS system and multiple webshops• Integrations of multiple webshops / channels• Further investments in new releases in 2013

Conc

entr

ator

man

agem

ent t

ool o

verv

iew

Current IT structure

Web to PrintOrder Management

EDI Management CRM

Advanced Dashboarding

Publication Management

Webservices

Webservices

Campaign Management Product Information ManagementWorkflowManagement

Vendors Content ERP

Stores / POS Webshops Portal

Other

Other

Om

zeto

ntw

ikke

ling

MyC

om.N

LResult of Introduction

Concentrator

Om

zet o

ntw

ikke

ling

MyC

om S

Hop

sResult of Multichannel

strategy

Conv

ersi

e %

MyC

om.N

L

Q1 10 Q3 10 Q1 11 Q3 11 Q1 12

Result of quality content at right place & time

Introducing Multi Channel @ Dixons

Intr

oduc

ing

Mul

ti Ch

anne

l @ D

ixon

s

Adjusting stores to webshopAd

justi

ng st

ores

to w

ebsh

op

Verder van gedachte wisselen over cross-channel integratie?

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