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Ecommerce Site Using Broad vision for aLeading Consumer Electronics Retailer

Business Domain

One of the leading consumer electronics, home office products, entertainment software, andrelated services giant in America. It is well known for high-level of customer service, low prices,and selection of brand-name consumer electronics, appliances, home computer equipment, andsoftware. The Companys domestic segment operated 687 Superstores and nine outlet stores in158 United States media markets. In the international market, the company conducted businessthrough 775 retail stores and dealer outlets; this consisted of 502 Company-owned stores and273 dealer outlets.

Business Challenges:

This company has an online store front that provides a host of features like detailed product

information, product reviews, and product comparisons besides enabling the user to buy online.This online store was based on the obsolete technology that did not cater to the growingcustomer needs. They need to give their site a customer centric design was restricted by theinability of existing product to manage growing business needs. They needed to upgradeto next generation, highly scaleable version that would provide an unsurpassed shoppingexperience to its customers. It is nearly a decade old product and written in C++, CORBA, andJavaScript with some part of code in Java. Some major business challenges faced by themincluded: Provide an unsurpassed online shopping experience by giving a customer-focuseddesign to the site Exploit the marketing value of the site through strong branding, best-in-classknowledge content, a compelling multi-channel story, and a design that optimizesall marketing channels

Position the site for an expanded assortment of products, alternative store fronts,greater variety in content, and continued growth in functionality Improve ability to meet business objectives in an agile, predictable, and cost-effectivemanner Equip merchants with a complete set of tools to drive conversion, volume, averageticket size, and gross margins

Technology Challenges:

The decade old architecture was not flexible enough to incorporate the changingbusiness requirements. JavaScript has been the primary implementation language for presentation,application, and business logic. While this has served well, inefficiencies inherent inthe language overly burdens CPU resources and often results in the need to re implementsome process intensive code segments. Due to the JavaScript based architecture, certain limitations exist

Tight coupling of presentation layer with the underlying contentPage scripts contain the logic for page elements and layoutPage scripts control the content display behavior for user types

Little to no hands-on control over the site presentation creates a dependency on ITfor presentation layer updates or changes. The code base of the product is mix of languages. These disparities imposed strictresource requirements.

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Solution Provided:

Perform gap analysis and design the newly architected site Develop new architecture and define usage of components of existing product whereever possible Iterative and incremental development Use of new front-end technology and MVC architecture to isolate presentation layerfrom the middleware, which contains the business logic Revise product taxonomy and nomenclature based on consumer research and inputfrom R/GA and Endeca Integrate with Legacy AS/400 systems for real-time inventory information acrossthe stores to enable functionality like buy online and pick up from any store

The Company witnessed some major benefits that include:

The new architecture was highly performing, scalable and flexible. Realize benefits of Unified J2EE environment Easily divided along skill set lines (presentation, middleware, data layer), allowingeach member of the development team to focus on their area of expertise

Provide a desired level of administrative capabilities to business users with minimalIT intervention and without the need to go through development cycles. Forexample, the client-specific pricing rules can be implemented by the clientsbusiness team. The new architecture supported incremental development as different iterations ofbusiness functional tracks. The new architecture aligned with the latest technologies and supported multilingualapproach. Dual shore development and sustenance model reduced the overall cost.

About Us :

Infogain Corporation, the Customer Knowledge Company, develops and delivers

Customer Asset Strategies to increase tactical and strategic decision-makingcapabilities across the enterprise. A leading provider of CRM, ERP, Integration andBusiness Intelligence Solutions and Services, Infogain was established in 1990 withinternational offices and global delivery centers. It provides high-end IT Services anddevelops business and technology solutions to enable clients worldwide to gaincompetitive advantage.Our strategic and technology partners include Oracle, Genesys, Microsoft,Tibco and RedHat. For additional information on Infogains full range of services, please visit ourwebsite at www.infogain.com.

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