the e-commerce journey of collishop, dreamland and dreambaby
TRANSCRIPT
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The e-commerce journey of Collishop, Dreamland and Dreambaby.
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1 Introduction
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Peter BosDigital Platform Manager e-com/e-mkt solutions
Responsible for creating and realizing the vision on the e-commerce/e-marketing solutions needed to build, operate and maintain the websites, apps, e-mails, social activities, ... of the brands of the Colruyt Group.
Background:I work for Colruyt Group since 1998 first as developer, designer, solution architect and enterprise IT architect in all kinds of domains of the retail organization.Working in the e-marketing/e-commerce domain for the last 5 years.
Who am I?
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2 Colruyt Group
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Bakery1900-1930
Wholesale trade1930-1955
Discounter1955-1997
Retail Group1997-Today
Genesis and growth of Colruyt Group
Jozef Colruyt Franz Colruyt Jo ColruytJef ColruytFrans Colruyt
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Our mission
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Activities
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Some key figures of Colruyt Group
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Nonfood: Collishop, Dreamland, Dreambaby
1030 Dreamland + Dreambaby129 Collishop
24 shops – 15.600m² Dreambaby43 shops – 68.800 m² DreamlandCollishop 1 showroom + 3 pop ups
400+ collection points
Assortment: • 75k Dreamland • 5k Dreambaby • 20k Collishop
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Corporate services - CCX
Premedia
E-Factory
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Which touchpoints do we support?
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…Social Apps
E-Commerce webshops
Mobile Apps
Marketing websites
E-mail marketing
Kiosk Apps
Digital Campaigns
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What do we support today ?
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260 integrations from Mainframe and other systems
More than dan 65 customer facing websites, apps and kiosks.
In house knowledge of more than 40 solutions and technologies
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3 The journey of Collishop, Dreamland and dreambaby
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Trigger to change platform – Business
Adapt to fast changing customer needs Segmentation and personalization More and better product info Better customer interaction (omnichannel) Better UX, multi-device support is basic
Economics Total market is 8 billion euro’s, 50% goes to non Belgian websites TCO down
Less dependent on IT in day-to-day business
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Trigger to change platform – IT
IT drivers Java + HTML custom developed websites were end of lifeToo work intensive to be able to support business
requirements From IT as disabler to IT as enabler Should we invent the wheel ?
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4 Key lessons learned
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8 key lessons learned
1. Know your value proposition2. This is NOT an IT project3. Base principles are clear4. Get your content and data right5. Teamwork6. UX: Measure, measure, measure7. Think performance from day 18. Invest in the organization
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Lesson #1: Know your value proposition
• Who are my customers• What is my USP ?• Where do I stand for ?• What are the priorities ?• …
• Risk if not done• End result is unclear for the customer• Inconsistent decisions later• Unable to decide where to go for customizations and where out-of-the box
• Methodology: business model canvas (Osterwalder & Pigneur)
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Lesson #2: This is NOT an IT project
Stream # 1: Product information
Stream # 2: Content creation
Stream # 3: Change & organisation setup
Stream # 4: IT stream
• Get the business on board from day 1:• Availability: not on top of job• Size of the business team• Take their constraints into accounts (ex. Holiday’s)
• Final impact will be in the business:• Process changes• Role changes• Migration• …
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Lesson #3: Base principles are clear
• Principle #1: think from the point of view of the customer:• What does he needs?• ASK the customer, do not assume !• ASK again …
• Principle #2: time is leading• Not all at once• Establish release management from the start• Work agile
• Principle #3: Out-of-the-Box as base principle• Define “what” instead of “how” (working with the package)• Deviate where really a business case• Setup strict governance• End-result: 70-80% out of the box usage.
Time
Scope Cost
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Lesson #4: Get your content and data right !
• Customer• Product• Facets• Product SKU
• Location• SEO
• Banners• Text• Images
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Lesson #5: Teamwork
• Manage partners• All together in one room• Daily standups• Agreements are clear and decisions are fast !• Work hard, play hard !
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Lesson #6: UX: Measure, measure, measure
• Measure at the start• Adjust frequently …
• Behavior• UX• Capability
… but avoid impact of changes on each other.
• What to measure ?• KPI, impact on turnover, conversion,
customer satisfaction, …
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Lesson #7: Think performance from day 1
• NFR’s are crucial
• Setup a caching strategy:• What data can be cached, which cannot ?• How long/fresh must the data be ?• Which techniques are we going to use to cache ?
• Take caching/performance along in the design• Do not make heavy pages as pass through• Be careful how (often) you call back office systems
• Make sure you have this expert skillset in your team and create context that this is discussable.
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Lesson #8: Invest in the organization
• Get the right skills (business and IT) on board before the project starts (train or hire).
• Implementation partners are great, but relying only on implementation partners is very tricky.
• Avoid being trapped between your implementation partner and IBM labs with no expertise of your own
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6 Conclusion
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Conclusion
• Although it was a bumpy road, we learned a lot but now reached a point we can really unleash the power of the platform.
• We are not at an endpoint, but at a starting point !
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Questions