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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