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Practitioner Case Study:
American Tire Distributors Presented by Chuck Parris, Vice President, eBusiness Strategy
Bob Barr, Senior Vice President, Acquity Group
2
Agenda
• Introductions
• Why Change?
• How did we do it?
• Lessons Learned & Results
3
Meet the Speakers
Mike Kaechele Bob Barr
Senior Vice President at
Acquity Group (a part of
Accenture Interactive),
Bob leads the firm’s
North American Digital
Transformation and
Operations Practice. The
practice provides digital strategy, transformation,
marketing, architecture and operational support
services in multi-channel multi-touchpoint B2B,
B2C and B2B2C businesses. Since joining Acquity
Group four years ago, Bob has also served as
executive sponsor for the company’s largest
and most comprehensive digital B2B
transformation programs.
As Enterprise Architect
Director Mike leads in
optimizing the delivery of
enterprise business services
including all B2B activities for
American Tire Distributors
(ATD) in North America. Mike was a key leader in
the creation of ATD’s new B2B websites on the
hybris platform. He led the effort to capture all
business requirements and the creation of functional
designs for the implementation of multiple sales
channel specific sites that generate over 70 percent
of ATD’s $3.8 billion yearly revenue. His team’s
focus on customer centric solutions has positioned
ATD as an eBusiness leader in tire industry.
4
American Tire Distributors
Leading replacement tire distributor
in North America.
• Network of 133 distribution
• 40,000 stock-keeping units (SKUs)
• 72,000 customers
Services we provide includes:
- Timely delivery of inventory
- Credit, training,
- Access to consumer market data
- Administration of tire manufacturer affiliate programs
Dedicated field sales specialists, a dedicated truck fleet, state-of-the-art warehouse management
tools and an industry-leading technology platform.
5
ATD – 2D Omni-channel
ATD B2B
Sites
Cloud Services
Mobile (future)
National
Retailers
Independent
Retailers
New Car
Dealers
Internet
• Handles 70% of ATD sales volume
• Is used as the primary point of sale for many retailers
6
Why Change?
Reliability: The legacy B2B website outdated.
Agility: We had siloes of Branded B2B websites.
Speed: On-boarding of new resources too complex.
User Experience: Feature rich and customized.
7
How did we get there ? (Page 1 of 2)
Technology
• We selected hybris as our new eCommerce platform based on head to head comparison with
competitive products
Experience Design
• Acquity Group significantly improved user experience.
• Comprehensive creative services supported business goals and enhanced ATD’s digital presence.
• Included a significantly improved user experience design and layout
• New but familiar
• Efficient without being utilitarian
• Maintained the core values and basic structure of the original site
• Incorporated B2C merchandising concepts to tailor the experience to specific customers
8
How did we get there ? (Page 2 of 2)
eBusiness Strategy and Change Management
Acquity Group helped to
• Provide guidance to establish:
• The structure, positions, processes and functions of
the new eBusiness team
• Transition plan for all website-related tasks and
management from the IT department to the business
• Temporarily staff new roles while we hired operations
and eBusiness employees.
• Develop comprehensive training for:
• eBusiness team to update and manage our websites
• Customer migration and new site onboarding
• Introduce new design processes:
• Support in-house development without need for third party providers
• Improve quality and timeliness of current and future initiatives
9
Status
• Deployed to Walmart – US and Canada
• Deployed to Sears – US
• Deployed to Summit Racing – US
• Deploying ATDConnect to multiple customers and POS providers
• Completing pilot with GM Dealerships – US
• Final week of beta with select ATD Dealers
10
Results & Lessons Learned
• Transitioned to an extendable technology platform with centralized/standardized
management of all sites and web services
• Replaced our existing eCommerce platform with a more modern solution that eliminated
the multiple copies of code that created a complex and inefficient process
• eBusiness team can implement changes to multiple sites without IT involvement.
This give us faster response to new opportunities
• Enhanced ability to tailor the customer experience will improves our ability to help the
customer select the best product for their business and the consumer.
• Cohesive, dedicated implementation team is essential to project quality and timeliness
• Understand your customer’s expectations and how it affects “done”.
11
BEFORE
AFTER
Questions?
THANK YOU!