Cross channel e-Commerce
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The document discusses a session on cross-channel integration featuring insights from Karel van der Woude and André van Rijn, highlighting the benefits of combining e-commerce and backend system expertise for a streamlined solution. It details the evolution of the BAS group from a retailer to a multi-channel specialist, focusing on their strategic reorganization and the implementation of advanced IT systems for content management. The presentation emphasizes the impact of a multi-channel strategy on growth and efficiency within the company.
Cross channel e-Commerce
- 1. Kennissessie: Cross Channel Integratie! Tips, Tricks en Praktijkcase Karel van der Woude Managing Partner ISM eCompany André van Rijn Managing Director Diract IT 23 januari 2013
- 2. Full service e-commerce bureau ISM eCompany ♥ e-commerce 200 e-commerce professionals 20 jaar e-commerce ervaring
- 9. In 2012 stonden we hier ook !
- 15. In 2013 vele stappen verder:
- 16. 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 “
- 17. Cross Channel integratie Integratie Platform e-Commerce Concentrator E-marketing PIM Design & Front-end Back-end Hosting & Support
- 18. Reference case BAS Group Reference case BAS Group Reference Case BAS Group From retailer to multi channel specialist
- 19. 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 Group history I
- 20. 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 BAS Group history II
- 21. 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 Stock Third party information The challenges Content Order information Item data
- 22. The Turn around • 2009, strategic choice for multi channel specialist ERP not suited for content management • 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 101010101010 EDI processing Content What we need is a ………….?
- 23. History e-commerce & Content Management 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
- 24. BAS growth • In 2011 acquired Dexcom (Dixons, Dynabyte, Harmony FS) • 6 weeks to integrate over 250 shops and a logistics operations • From doing hard time to success 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
- 25. Current IT structure Concentrator management tool overview Other Stores / POS Webshops Portal Webservices Publication Management Order Web to Print Advanced Management Dashboarding Campaign Management Product Information Management EDI Management CRM WorkflowManagement Webservices Vendors Other Content ERP
- 26. Result of Introduction Concentrator Omzetontwikkeling MyCom.NL
- 27. Result of Multichannel strategy Omzet ontwikkeling MyCom SHops
- 28. Result of quality content at right place & time Conversie % MyCom.NL Q1 10 Q3 10 Q1 11 Q3 11 Q1 12
- 29. Introducing Multi Channel @ Dixons @ Dixons Introducing Multi Channel
- 30. Adjusting stores to webshop Adjusting stores to webshop
- 31. Verder van gedachte wisselen over cross-channel integratie? Bezoek ons op stand S03!
- 32. Uw visitekaartje: Ontvang exclusief de presentatie per email! Bedankt voor uw aandacht! Vragen? www.ism.nl /ismecompany /ismecompany @ismecompany