oracle commerce event mindcurv deli xl

HOW WE CREATEDAN ONLINE DELI XL

15 MAR 2016, RENE VAN GELDEREN

Oberhausen (DE) [email protected] Madrid (ES) [email protected] Amsterdam (NL) [email protected]

mindcurv.com

BIDVEST DELI XLMINDCURV

● Introduction Deli XL

● The journey

● The results

● The future

● Mindcurv

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BIDVEST DELI XLFOODSERVICE, The Netherlands

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Regional sites

Regional Fresh Center

Combi sites (above + Frozen)

National Dry groceries site

National Fresh Center

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MERCURIUS

Comprehensive business redesign program @ Deli XL

New Deli XL • new ambitions• new strategy• new processes• new systems• new organisation

Some of the slides used to actually sell the program internally to stakeholders

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MERCURIUS

Comprehensive business redesign program @ Deli XL

New Deli XL • new ambitions• new strategy• new processes• new systems• new organisation

Some of the slides used to actually sell the program internally to stakeholders


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…

MERCURIUS

Large group of Deli XL resources involved in shaping the new world

Multi-year program • Business Quick Win improvements• Strategic To-Be sessions• Business Plan creation• Business Case• Requirements gathering• Software selection• Software implementation• Change Management

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MERCURIUS

Support of shareholder needed for a temporary step back, while preparing for the next run forward.

Economic crisis hit hard• Effects of economic crisis were bigger

than anticipated• Finished the majority of the program

during economic downturn period• Deli XL now profits from new

capabilties, especially in e-Commerce

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MERCURIUS

Software selection process was based on ambitions, business case and requirements

e-Commerce: Oracle Commerce (ATG)• Merchandising capabilities• Personalization• Customer focused• Growth platform (multi-site)• Leading e-Commerce software

e-Commerce:WMS:

ERP:

ATGManhattanSAP

AS400

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MERCURIUS

Overall program took several years, with a lot of focus on change management. Systems implementation was between 2010 and 2012. Roll-out until 2014.

Highlights• Initial preparations started in 2007• Software selection in 2010• Start of ATG project was in early 2011• Initial release, aligned with the overall

program, in March 2012• Last customer on new e-Commerce

system in June 2014

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e-Commerce @ Deli XL

Electronic ordering has grown tremendously in the past 10 years

Order methods• Fax used to be the most popular

method in 2003 (52%)• In 2016 Fax still has not dissappeared,

but now only accounts for 3%• Online ordering has grown to 70%,

with an additional 21% in XML orders• In Horeca, more than 80% of orders

are received through webshop

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ONLINE STRATEGYBidvest Deli XL

1.0 2.0 3.0

Producer

Supplier

Deli XL

Customer

Consumer

CommunicationInteraction

Network

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New websitewww.delixl.nl

New and integrated webshop

Measure, Analyze, Optimize

Online Strategy

Inspiration Segmentation Personalization

2008 2010 2012 2014


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•••

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Fully embrace online potentialBelieve in platform approachDesire to serve the customer best online

Educate Deli XL on eCommerce capabilitiesSetup future proof architectureProvide care-free eCommerce Operations

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Dick Slootweg CEO

Bidvest Deli XL

“With the help of Mindcurv, we delivered an

e-Commerce platform that is critical for our business,

while at the same time they helped us grow and learn the world of e-Commerce”

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CREATING THE FOUNDATIONGrow and learn phase for Deli XL, with the support of Mindcurv

A LOOK INSIDE THE KITCHEN

Working on the foundation of a future proof architecture, whilst delivering a completely new e-Commerce webshop was hard work (and good fun at the same time)

● Introduction of an Agile approach in a large Waterfall program

● Complexity of integration with various back-end systems

● Complexity of B2B Foodservice business model

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SET IT UP RIGHTResponsive to requests with a solid technical foundation

CONTINUOUS DELIVERY

An essential part of Deli XL’s online strategy

In the first year more than one deployment per week was delivered to production● Continuous addition of new features● New groups of customers being

added all the time

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GROWING MATURITYeCommerce potential really showed when platform was live

GROWING MATURITY

● Based on a solid technical foundation, Deli XL was able to grow from a business perspective in recent years.

● Currently, the technical foundation is extended with exciting new capabilities○ Oracle Commerce Endeca

■ Search■ Guided Navigation■ Experience Manager

○ ElasticSearch/Kibana■ Real-time interaction of

management information and transaction

2010-2012

2012

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≥ 2016

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ONLINE STRATEGYFrom Run Shopper to Fun Shopper

Run Shopper @ Deli XL

Fun Shopper @ Deli XL

Have fun, while browsing through our assortment

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HOMEPAGERegistered or recognized user

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HOMEPAGEAnonymous user

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RESPONSIVE WEBSITESupport for all devices

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ASSORTMENT LANDING PAGE70.000 items with Customer Individual Prices and >80% with image

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PRODUCT DETAIL PAGEDetailed information, including allergens, cross-sell, alternatives

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PURCHASE LISTCentral place for most customers, with lots of information and features

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CHECK-OUTSupport for real-time stock information and possible alternatives

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SEARCHCentral instrument for influencing customer behavior

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SEARCHRanking has a direct relation with Sales

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PROMOTIONS & CAMPAIGNSOmni-channel campaigns are the most effective ones. Simpler is better.

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PROMOTIONS & CAMPAIGNSNew ways of cooperation with suppliers due to effective campaign capabilities

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SUPPLIERSSupplier Landing Page to better showcase products and information

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ONLINE PENETRATIONElectronic ordering is the norm. Offline ordering the exception.

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ONLINE PENETRATIONOver 91% overall. Over 80% of Horeca customers order through webshop

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ONLINE AVERAGE ORDER VALUEAOV of Online customer is 35% higher. All Horeca sites, but 1 (XML), report higher AOV

Horeca site 1

Horeca site 2

Horeca site 3

Horeca site 4

Horeca site 5

Horeca site 6

Horeca site 7

Horeca site 8

Horeca site 9

Horeca site 10

Horeca site 11

Horeca

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DEVICESDesktop still dominates, but mobile/tablets accounts for up to 25% in specific segments

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ONLINE PLATFORMeCommerce platform created new business opportunities

SharedLogin

SharedBasket

SharedInvoice

SharedDelivery

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VERS 24/7Local Customers, meet Local Suppliers, online

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VERS 24/7Largest Supplier of local beers in The Netherlands

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VERS 24/7Shared basket with Deli XL

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NEW BUSINESS MODELSFrom Specialty Shops to Online Horeca Marketplace

Online horeca market-

place

Shop-in-shop

Speciality shop

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SPECIALTY SHOPMobile First Ice Cream webshop powered by Deli XL

Speciality shop

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PREMIUM SHOPExclusive assortment and content

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TOO EARLY TO SHARE

We are working on this at the moment, so it is a bit too early to share.

NEW BUSINESS MODELSBecome a Customer Online

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TOO EARLY TO SHARE


NEW BUSINESS MODELSBecome a Customer Online

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TOO EARLY TO SHARE


NEW BUSINESS MODELSClick & Collect

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TOO EARLY TO SHARE


THE FUTUREOnline Horeca Marketplace

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1. Price

2. Delivery

3. Management Information

4. InspirationConsumer

Producer

Supplier Wholesaler

Customer

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1. Price

2. Delivery


4. InspirationConsumer

Producer

Supplier Wholesaler

Customer

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1 2 3 4

Marketplace

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1. Price

2. Delivery


4. Inspiration

Producer

Supplier Wholesaler

Customer

Marketplace

Consumer

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TOO EARLY TO SHARE


TODAYToday’s success @ Deli XL in numbers

8,2 99,95% 91,4% 25% 65%

CUSTOMER SATISFACTION

AVAILABILITY in 2015

ELECTRONIC ORDERS

FUN SHOPPING

SEARCH USAGE

45 5 mln 378 185 1

AVERAGE NPS SCORE

SEARCHES in 2015

COMMUNITY MEMBERS

RELEASES TO PRODUCTION

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TODAYToday’s success @ Deli XL in numbers

8,2 99,95% 91,4% 25% 65%

CUSTOMER SATISFACTION

AVAILABILITY in 2015

ELECTRONIC ORDERS

FUN SHOPPING

SEARCH USAGE

45 5 mln 378 185 1

AVERAGE NPS SCORE

SEARCHES in 2015

COMMUNITY MEMBERS

RELEASES TO PRODUCTION

HAPPY CUSTOMER

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See our website for more references:

www.mindcurv.com

MINDCURVCustomer references

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Quote of anothercustomer

http://www.mindcurv.com

http://www.mindcurv.com

MINDCURVServices

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Our services

MINDCURVServices

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Our services

We have a proven track record in architecting and building scalable, flexible e-Commerce solutions that support very complex and demanding businesses with

huge transaction volumes for global, market leading, B2C and B2B businesses.

We continuously improve your e-commerce IT through agile sprint teams, upgrading and migrating your e-commerce

platform, running defect clean-up campaigns and testing as a service

MINDCURVGlobal company with a strong European presence

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[email protected] [email protected] [email protected] [email protected]

MINDCURVGlobal company with a strong European presence

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[email protected] [email protected] [email protected] [email protected]

More than 100 colleagues More than 10 nationalities

THANKYOU!

mindcurv.com

Oberhausen (DE) [email protected] Madrid (ES) [email protected] Amsterdam (NL) [email protected]

oracle commerce event mindcurv deli xl

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