oracle commerce event mindcurv deli xl
TRANSCRIPT
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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
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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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BIDVEST DELI XLFOODSERVICE, The Netherlands
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BIDVEST DELI XLFOODSERVICE, The Netherlands
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BIDVEST DELI XLFOODSERVICE, The Netherlands
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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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BIDVEST DELI XLFOODSERVICE, The Netherlands
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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BIDVEST DELI XLFOODSERVICE, The Netherlands
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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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BIDVEST DELI XLFOODSERVICE, The Netherlands
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BIDVEST DELI XLFOODSERVICE, The Netherlands
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BIDVEST DELI XLFOODSERVICE, The Netherlands
…
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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BIDVEST DELI XLFOODSERVICE, The Netherlands
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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BIDVEST DELI XLFOODSERVICE, The Netherlands
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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BIDVEST DELI XLFOODSERVICE, The Netherlands
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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BIDVEST DELI XLFOODSERVICE, The Netherlands
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
ONLINE STRATEGYBidvest Deli XL
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ONLINE STRATEGYBidvest Deli XL
•••
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ONLINE STRATEGYBidvest Deli XL
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ONLINE STRATEGYBidvest Deli XL
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ONLINE STRATEGYBidvest Deli XL
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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ONLINE STRATEGYBidvest Deli XL
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
-201
5
≥ 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.
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NEW BUSINESS MODELSBecome a Customer Online
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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.
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NEW BUSINESS MODELSBecome a Customer Online
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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.
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NEW BUSINESS MODELSClick & Collect
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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.
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THE FUTUREOnline Horeca Marketplace
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THE FUTUREOnline Horeca Marketplace
1. Price
2. Delivery
3. Management Information
4. InspirationConsumer
Producer
Supplier Wholesaler
Customer
1
2
3
4
1
2
3
4
2
3
4
1
1 2 3 4
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THE FUTUREOnline Horeca Marketplace
1. Price
2. Delivery
3. Management Information
4. InspirationConsumer
Producer
Supplier Wholesaler
Customer
1
2
3
4
1
2
3
4
2
3
4
1
1 2 3 4
Marketplace
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THE FUTUREOnline Horeca Marketplace
1. Price
2. Delivery
3. Management Information
4. Inspiration
Producer
Supplier Wholesaler
Customer
Marketplace
Consumer
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THE FUTUREOnline Horeca Marketplace
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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.
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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
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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
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MINDCURVServices
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Our services
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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
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MINDCURVGlobal company with a strong European presence
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[email protected] [email protected] [email protected] [email protected]
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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
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THANKYOU!
mindcurv.com
Oberhausen (DE) [email protected] Madrid (ES) [email protected] Amsterdam (NL) [email protected]