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How do you transform Europes largest
bicycle cooperative into an online retailer?
ZEG // magnolia // commercetools
Thursday, 05. April 2017
All Rights Reserved @2017 1
Martin Möllmann
Who’s Presenting Here?
• Cloud-based product
• API-driven platform
• Highly scalable
• Language agnostic
• Feature-rich basic offering
• Intuitive Business User tooling
• Low TCO
All Rights Reserved @2017 2Thursday, 05. April 2017
All Rights Reserved @2017 3
commercetools a Contender in Forrester’s B2C Commerce Wave
Recognized as 1 of 12 globally relevant platforms with a strong fit for modern Commerce
Key Takeaways:
• commercetools scored highest in:
• Emerging mobile touchpoints
• Microservices and service oriented
architecture
• Total cost of ownership
• Customers like its ability to deliver commerce
“à la carte“
• commercetools is a good fit for firms looking
to innovate on commerce
Thursday, 05. April 2017
ZEG – What?
• Zweirad-Einkaufs-Genossenschaft
• (Bicycle-Buying-Cooperative)
• Founded 1966
• Ca. 600m € revenue (2015)
• Ca. 650 related merchants with
more than 1.000 stores
• Contracts with all big
manufactures
• Creation of own brands
All Rights Reserved @2017 4Thursday, 05. April 2017
All Rights Reserved @2017 5
Digitale Transformation	meistern
Thursday, 05. April 2017
Search “fahrrad online kaufen”
All Rights Reserved @2017 6Thursday, 05. April 2017
All Rights Reserved @2017 7
Online	Footprint	for	own	
brands	
Thursday, 05. April 2017
Thursday, 05. April 2017 All Rights Reserved @2017 8
Create	solution	
for	that	fit	650	
merchants
All Rights Reserved @2017 9Thursday, 05. April 2017
Centralized	catalog	with	
merchant	specific	extensions
All Rights Reserved @2017 10
Efficient	onboarding
Thursday, 05. April 2017
All Rights Reserved @2017 11Thursday, 05. April 2017
Project Approach – Merchant Shops
All Rights Reserved @2017 12
• Get out quickly to learn and iterate fast
• 3 phases
o Business cards – initial online presence to create awareness
o Window displays – information about products and local availability
o Fully functional web shops – order online and get products delivered or
pick them up in the store
• Create combined dealer platform covering commerce and content
• Focus on onboarding and self-service to ensure maintainability, also
with a few hundred connected merchants
Thursday, 05. April 2017
Project Approach – Merchant Shops
All Rights Reserved @2017 13Thursday, 05. April 2017
Project Approach – Brand Shops
• Kickoff with BULLS shop
• Pegasus went live 02/2017
• Very content-driven pages e.g.
covering Team BULLS, a
professional mountain bike equipe
• Direct delivery or Click&Collect in
merchant store
• Delivery organized by merchant
Thursday, 05. April 2017 All Rights Reserved @2017 14
All Rights Reserved @2017 15
Complex	technique
Thursday, 05. April 2017
I LOVE IT
WHEN A
PLAN
COMES
TOHETHER
All Rights Reserved @2017 16Thursday, 05. April 2017
Technical Approach
• commercetools as commerce
engine
• magnolia responsible for content
creation and rendering
• To ease maintenance: One cluster
of magnolia for all merchants
• To ease product data adjustments:
One central product catalog for all
merchants
• Direct integration of merchant’s
ERP system for price and stock
information
All Rights Reserved @2017 17
Back Ends -ERP, CRM, WMS, etc
Omnichannel Commerce
CMS
Commerce Building Blocks
PricingCatalog
Shopping
cart Order Inventory Profile Search
Commerce Core
Product
Recommendation
Automated
Bundling
Machine Learning
Merchant
Center
Business User
Tooling
Powered	by:
Thursday, 05. April 2017
Technical Approach – Merchant Shops
• One central product catalog for all
products provided by ZEG directly
• Including basic price information
• Synchronise data into merchant
specific projects
• Enriching data with stocks and
prices from ERP
• magnolia <> CTP connector allows
to create pages/templates with
commerce data
• Rendering combined commerce
and content data
Thursday, 05. April 2017 All Rights Reserved @2017 18
ZEG	Master
Merchant	1 Merchant	2ERP	1 ERP	2
Author	+	CMS
Technical Approach – Merchant Shops
• Multi-Level design to bring
centralized and merchant-specific
data together and reduce
maintenance efforts
• Merchants can easily add products
to their catalog, which are not
provided by ZEG directly
• Event-Driven architecture to get rid
off bulk/batch updating and
remove peaks
Thursday, 05. April 2017 All Rights Reserved @2017 19
Technical Approach – Brand Shops
• Centralised product data sets are
here also used
• Prices are determined by ZEG
directly
• Merchant’ stocks are synced to the
master
• Synchronise data into brand
specific projects
• magnolia <> CTP connector allows
to create pages/templates with
commerce data
• Rendering combined commerce
and content data
Thursday, 05. April 2017 All Rights Reserved @2017 20
ZEG	Master
Author	+	CMS
Brand
Results
• More than 150 merchants already
live with distinguished product
catalogs and content pages
• Enhanced visibility and online
footprint for merchants
• Content-rich brand pages to drive
consumer loyalty
• Responsive designs to improve
customer experience
• Onboarding of a new merchant in
a couple of hours
• Learnings, learnings, learnings!
Thursday, 05. April 2017 All Rights Reserved @2017 21
Thanks to the Partners
• Founded 2007
• Focus on communication,
interactions and transactions
• commercetools Solution Partner
since 2014
• Offices in Cologne, Hamburg,
Munich, Basel, Berne
• Customers: BMW, FIFA, dyson, O2
• Founded 1997
• Java-based Enterprise CMS with
focus on extensibility
• Recognized as Contender in WCM
Forrester Wave Q1/2017
• Switzerland-based with offices
around the globe
• Customers: Tesco, Thomas Cook,
moo, Avis
Thursday, 05. April 2017 All Rights Reserved @2017 22
All Rights Reserved @2017 23Thursday, 05. April 2017
This document is created and owned by commercetools. The contents of this document are confidential and
intended solely for the addressee(s). If you are not an intended addressee, you must not disclose, copy, distribute
or take any action in reliance upon this document. If you have received this document in error, please notify
commercetools, http://www.commercetools.com.
Disclaimer
All Rights Reserved @2017 24Thursday, 05. April 2017
www.commercetools.com
Office Munich
Adams-Lehmann-Str. 44
80797 Munich
+49 89 99 82 996-0
Office Berlin
Sonnenallee 223
12057 Berlin
+49 30 67 24 21-20
Durham, NC
American Underground | Crowe Building
406 Blackwell Street, Suite B034
Durham, NC 27701
+1 212 220 3809
Day, DD. Month 2017 All Rights Reserved @2017 25

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How do you transform Europes largest bicycle cooperative into an online retailer?

  • 1. How do you transform Europes largest bicycle cooperative into an online retailer? ZEG // magnolia // commercetools Thursday, 05. April 2017 All Rights Reserved @2017 1 Martin Möllmann
  • 2. Who’s Presenting Here? • Cloud-based product • API-driven platform • Highly scalable • Language agnostic • Feature-rich basic offering • Intuitive Business User tooling • Low TCO All Rights Reserved @2017 2Thursday, 05. April 2017
  • 3. All Rights Reserved @2017 3 commercetools a Contender in Forrester’s B2C Commerce Wave Recognized as 1 of 12 globally relevant platforms with a strong fit for modern Commerce Key Takeaways: • commercetools scored highest in: • Emerging mobile touchpoints • Microservices and service oriented architecture • Total cost of ownership • Customers like its ability to deliver commerce “à la carte“ • commercetools is a good fit for firms looking to innovate on commerce Thursday, 05. April 2017
  • 4. ZEG – What? • Zweirad-Einkaufs-Genossenschaft • (Bicycle-Buying-Cooperative) • Founded 1966 • Ca. 600m € revenue (2015) • Ca. 650 related merchants with more than 1.000 stores • Contracts with all big manufactures • Creation of own brands All Rights Reserved @2017 4Thursday, 05. April 2017
  • 5. All Rights Reserved @2017 5 Digitale Transformation meistern Thursday, 05. April 2017
  • 6. Search “fahrrad online kaufen” All Rights Reserved @2017 6Thursday, 05. April 2017
  • 7. All Rights Reserved @2017 7 Online Footprint for own brands Thursday, 05. April 2017
  • 8. Thursday, 05. April 2017 All Rights Reserved @2017 8 Create solution for that fit 650 merchants
  • 9. All Rights Reserved @2017 9Thursday, 05. April 2017 Centralized catalog with merchant specific extensions
  • 10. All Rights Reserved @2017 10 Efficient onboarding Thursday, 05. April 2017
  • 11. All Rights Reserved @2017 11Thursday, 05. April 2017
  • 12. Project Approach – Merchant Shops All Rights Reserved @2017 12 • Get out quickly to learn and iterate fast • 3 phases o Business cards – initial online presence to create awareness o Window displays – information about products and local availability o Fully functional web shops – order online and get products delivered or pick them up in the store • Create combined dealer platform covering commerce and content • Focus on onboarding and self-service to ensure maintainability, also with a few hundred connected merchants Thursday, 05. April 2017
  • 13. Project Approach – Merchant Shops All Rights Reserved @2017 13Thursday, 05. April 2017
  • 14. Project Approach – Brand Shops • Kickoff with BULLS shop • Pegasus went live 02/2017 • Very content-driven pages e.g. covering Team BULLS, a professional mountain bike equipe • Direct delivery or Click&Collect in merchant store • Delivery organized by merchant Thursday, 05. April 2017 All Rights Reserved @2017 14
  • 15. All Rights Reserved @2017 15 Complex technique Thursday, 05. April 2017 I LOVE IT WHEN A PLAN COMES TOHETHER
  • 16. All Rights Reserved @2017 16Thursday, 05. April 2017
  • 17. Technical Approach • commercetools as commerce engine • magnolia responsible for content creation and rendering • To ease maintenance: One cluster of magnolia for all merchants • To ease product data adjustments: One central product catalog for all merchants • Direct integration of merchant’s ERP system for price and stock information All Rights Reserved @2017 17 Back Ends -ERP, CRM, WMS, etc Omnichannel Commerce CMS Commerce Building Blocks PricingCatalog Shopping cart Order Inventory Profile Search Commerce Core Product Recommendation Automated Bundling Machine Learning Merchant Center Business User Tooling Powered by: Thursday, 05. April 2017
  • 18. Technical Approach – Merchant Shops • One central product catalog for all products provided by ZEG directly • Including basic price information • Synchronise data into merchant specific projects • Enriching data with stocks and prices from ERP • magnolia <> CTP connector allows to create pages/templates with commerce data • Rendering combined commerce and content data Thursday, 05. April 2017 All Rights Reserved @2017 18 ZEG Master Merchant 1 Merchant 2ERP 1 ERP 2 Author + CMS
  • 19. Technical Approach – Merchant Shops • Multi-Level design to bring centralized and merchant-specific data together and reduce maintenance efforts • Merchants can easily add products to their catalog, which are not provided by ZEG directly • Event-Driven architecture to get rid off bulk/batch updating and remove peaks Thursday, 05. April 2017 All Rights Reserved @2017 19
  • 20. Technical Approach – Brand Shops • Centralised product data sets are here also used • Prices are determined by ZEG directly • Merchant’ stocks are synced to the master • Synchronise data into brand specific projects • magnolia <> CTP connector allows to create pages/templates with commerce data • Rendering combined commerce and content data Thursday, 05. April 2017 All Rights Reserved @2017 20 ZEG Master Author + CMS Brand
  • 21. Results • More than 150 merchants already live with distinguished product catalogs and content pages • Enhanced visibility and online footprint for merchants • Content-rich brand pages to drive consumer loyalty • Responsive designs to improve customer experience • Onboarding of a new merchant in a couple of hours • Learnings, learnings, learnings! Thursday, 05. April 2017 All Rights Reserved @2017 21
  • 22. Thanks to the Partners • Founded 2007 • Focus on communication, interactions and transactions • commercetools Solution Partner since 2014 • Offices in Cologne, Hamburg, Munich, Basel, Berne • Customers: BMW, FIFA, dyson, O2 • Founded 1997 • Java-based Enterprise CMS with focus on extensibility • Recognized as Contender in WCM Forrester Wave Q1/2017 • Switzerland-based with offices around the globe • Customers: Tesco, Thomas Cook, moo, Avis Thursday, 05. April 2017 All Rights Reserved @2017 22
  • 23. All Rights Reserved @2017 23Thursday, 05. April 2017
  • 24. This document is created and owned by commercetools. The contents of this document are confidential and intended solely for the addressee(s). If you are not an intended addressee, you must not disclose, copy, distribute or take any action in reliance upon this document. If you have received this document in error, please notify commercetools, http://www.commercetools.com. Disclaimer All Rights Reserved @2017 24Thursday, 05. April 2017
  • 25. www.commercetools.com Office Munich Adams-Lehmann-Str. 44 80797 Munich +49 89 99 82 996-0 Office Berlin Sonnenallee 223 12057 Berlin +49 30 67 24 21-20 Durham, NC American Underground | Crowe Building 406 Blackwell Street, Suite B034 Durham, NC 27701 +1 212 220 3809 Day, DD. Month 2017 All Rights Reserved @2017 25