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

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The company: ZEG connects 1,000 owner managed bicycle dealers, selling well known bicycle brands such as Specialized, BULLS or Pegasus.

The challenge: Responding to changing customer buying behaviour and the continuing success of online pure play brands like Canyon or Radon, the company wanted to build an adaptable, future proof omnichannel commerce solution. Primary goal was to provide their dealer network a fully managed, flexible online sales platform to create inspiring brand shops within the matter of days rather than weeks or even months.

The solution: In this workshop, you learn how ZEG mastered the challenges of integrating heterogeneous online sales infrastructure and multiple SKU data across various systems, into a future proof, flexible online commerce solution for their dealer network. The solution is based on the Magnolia CMS and the cloud-native, microservices based commercetools commerce platform.

Veröffentlicht in: Technologie
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How do you transform Europes largest bicycle cooperative into an online retailer?

  1. 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. 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. 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. 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. 5. All Rights Reserved @2017 5 Digitale Transformation meistern Thursday, 05. April 2017
  6. 6. Search “fahrrad online kaufen” All Rights Reserved @2017 6Thursday, 05. April 2017
  7. 7. All Rights Reserved @2017 7 Online Footprint for own brands Thursday, 05. April 2017
  8. 8. Thursday, 05. April 2017 All Rights Reserved @2017 8 Create solution for that fit 650 merchants
  9. 9. All Rights Reserved @2017 9Thursday, 05. April 2017 Centralized catalog with merchant specific extensions
  10. 10. All Rights Reserved @2017 10 Efficient onboarding Thursday, 05. April 2017
  11. 11. All Rights Reserved @2017 11Thursday, 05. April 2017
  12. 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. 13. Project Approach – Merchant Shops All Rights Reserved @2017 13Thursday, 05. April 2017
  14. 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. 15. All Rights Reserved @2017 15 Complex technique Thursday, 05. April 2017 I LOVE IT WHEN A PLAN COMES TOHETHER
  16. 16. All Rights Reserved @2017 16Thursday, 05. April 2017
  17. 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. 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. 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. 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. 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. 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. 23. All Rights Reserved @2017 23Thursday, 05. April 2017
  24. 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. 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

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