Meet Magento UK

Watco & Crimsonwing Case Study

A Global Multi-Store & Multi-Lingual Magento Enterprise Project

Speaker bios

• Alex Barbier – Group Marketing Director

– 7 years’ Direct Mail B2B experience

– Responsible for marketing strategy of the Watco Group

• Barry Thorn – Sales Manager

– Responsible for Crimsonwing Business Development

– 5+ years client-side ecommerce experience as Head of Online Retail /

Online Marketing Manager / Ecommerce Merchandising Manager

Alex Barbier (Watco)

Barry Thorn (Crimsonwing)

Watco – powering online growth

with multi-brand and multi-store

Overview

• Background

• Opportunity

• Results

• Multi-store

• The Future

Background - Watco

• Established in 1927

• Traditional pure Direct Mail catalogue

business

• Needed to go multi-channel to remain

successful

Background – Why Magento?

• Multi-store capability

• Scaleable

• CMS

• Cost Effective

The Opportunity

• Push new markets / strategies

• Gain operational efficiency –

– Centralise product info across markets

– Integration to central ERP

• Empower core teams to trade the site –

– Independence over site content

– No intervention from Dev Team required

Results - Watco

Metric Uplift

Revenue 40%

Orders 52%

Visits 38%

New Customers / month 35%

Organic search visits 53%

Results – Floorpaint Express

Metric Vs. Forecast

Revenue 108%

Orders 34%

AOV 55%

UK

IE

DE

AT

FR ES US UK

Multi-store on Watco

New country store - steps

Business

Case

• Cost v. Return

Scope • Requirements

Build

• Configuration

• Integration

• Design / Theme

• Bespoke development, etc

Deploy

• Go live

• Monitor

1 week –

1 month

1 week

1 - 3 weeks

Multi-store – task ownership

Area Detail Watco CW 3rd

Party

Design / Theme • Look and feel

• Functionality

Content • Translations

• Promotions and merchandising

• CMS pages

Back office

integration

• ERP

• Automated or manual?

Configuration rules • Tax

• Payment

• Shipping

• Currency

Implementing multi-store

• Benefits –

– Navision / Magento : 2 platforms for 8

websites

– Highly SEO-friendly

– Drive targeted marketing effort

– Flexibility to move brand positioning in local

market

The Future • Watco:

– 2 * new countries 2012

– 2 * new countries 2013

• Floorpaint Express:

– FR – Q1 2012

– ES – Q3 2012

– DE – Q3 2012

Summary

• Ease – all sites can be deployed from 1 MAGENTO

INSTANCE

• Time – a new country can be rolled out in as little as 2

weeks

• Business case - ensure solid business case exists for

each new market

• Business requirements – do this thoroughly upfront to

avoid cost and delays

• Ensure ownership, timelines and dependencies

understood

• Marketing – ensure alignment of marketing effort (SEO,

email, etc) to maximise impact of each country rollout