ECL15 - Deli XL (via e-Spirit) - Rene van Gelderen
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How we created an Online Deli XL
Transcript of ECL15 - Deli XL (via e-Spirit) - Rene van Gelderen
How we created an Online Deli XL
A journey through our entrance in a new e-Commerce world
High volumeLow margin
24h lead time
EmployeesAssortment
SuppliersCustomers
Sites
1,80070,00
01,00020,00
015
FoodserviceDelivery WholesaleB2B
In the world of Food, Service
makes the difference, every day
No Cash & Carry
1
2
9
1
2
Regional sites
Regional Fresh Center
Combi sites (above + Frozen)
National Dry groceries site
National Fresh Center
GermanyDortmundBerlinFrankfurt HamburgCologne MunichStuttgart
The NetherlandsAmsterdam
AustriaVienna
SwitzerlandZurich
United KingdomLondon
USABostonChicagoSan Diego
GermanyOberhausen
The NetherlandsAmsterdam
SpainMadrid
IndiaCochin
EuropeThe Netherlands (Bidvest Deli XL)Belgium (Bidvest)United Kingdom (Bidvest 3663)Czech RepublicPolandItalyBaltics
Southern AfricaSouth AfricaNamibiaBotswana
AustalasiaAustraliaNew-ZealandChinaSingapore
Latin AmericaChile
2007 Start MercuriusMercurius was a large transformation program, bringing new ambitions, new processes, new systems to Deli XL
2008 Online StrategyEarly in the program a new online strategy was created
2009 CMS: First SpiritBecause a new website could not wait for the entire program to finish, First Spirit was selected as CMS that would allow us to grow.
2010 New www.delixl.nlNew content website offering more inspiration and advice, but not integrated with web shop yet
2010 Software selectionERP: SAP
WMS: Manhattan AssociateseCommerce: Oracle Commerce (ATG)
2011 ManhattanSite 1 implemented
2013 ManhattanSite 15 implemented
2011 SAPMasterdata
Finance
2013 SAPFinancial Supply
Chain Management
2012 Oracle Commerce ATGNew web shop launched
2014 Oracle CommerceAll customers on new web shop
2012 Vers 24/7New Online Label of Deli XLConnecting local customers with local food specialists
Our journey
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130%
10%
20%
30%
40%
50%
60%
70%
80%
Fax Telefoon Webshop OudWebshop Nieuw XML Overig
52% 3%
30% 7% < XML >0% 20%
4% 60%
0% 70%
2003 2015
2003 2015 2007 2015
2003 2012
2012 2015
90%
Content Transaction
Inspiration?
2009 2012
Adding inspiration to the transaction
1.0 2.0 3.0
Source
Supplier
Deli XL
Customer
Consumer
CommunicationInteraction
Inspiration
Passion for Food
Passion for Service
New website www.delixl.nl
New and integrated webshop
Measure, Analyze, Optimize
Online Strategy
InspirationSegmentation
Personalization
2008 2010 2012 2014
Online is our leading service channel
• Always accurate and up to date service to our customers• Promote the use of self service• Offer insight, overview and clear analyses
Passion for Service
To offer the best online food experience
• Be the best open platform for food inspiration• Offer relevant, tailor-made and inspiring food advice• Have the best online food webshop
Passion for Food
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2
Offer the best online food experience1
Online is the leading service channel2New Business
Deli XL
90%30 million
order lineselectronically per year
Market 2
Customer Facing Catalog
Market 1
Region A
1
Region B
2 3 4 5 6
Customers
7
Building block of (small)
catalogs to form almost unique
customer facing catalogs
Cust
omer
s
Suppliers
KPIs
Sales
BuyingMerch
andising
Marketing
65 deploymentsin 1 year
An essential part of our
e-Commerce strategy
Continuous Delivery
From: Run shopper @ Deli XLTo: Fun shopper @ Deli XL
Subject:
Instead of running through the shopping list, browsing
through the assortment having fun
Search57% of visitors
100.000 searches/week
15% average conversion
Improved Search ranking
8,5 %turnover increase
+283 %
Ola 5+1Fast service
+35 %turnover
Desk-top
Tablet Mobile0
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73
Sales
Desktop Tablet Mobile0
102030405060708090
100
78
9 13
Visits
0
20
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Inde
x
AOV
Horeca site 1
Horeca site 2
Horeca site 3
Horeca site 4
Horeca site 5
Horeca site 6
Horeca site 7
Horeca site 8
Horeca site 9
Horeca site 10
Horeca site 11
HorecaW
ebO
ther
AverageOrderValue
SharedLogin
SharedBasket
SharedInvoice
SharedDelivery
SharedLogin
SharedBasket
SharedInvoice
SharedDelivery
Deli XL
247
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4
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More than 40 farmers, fresh specialists, bakers and wine specialists.
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One shopping basket for Deli XL and Vers 24/7
www.vers247.nl
SharedLogin
SharedBasket
SharedInvoice
SharedDelivery
IJSpro
Have a bold ambition
Stick to the ambition
Experiment
Use the platform
Continuous Delivery
Avoid complexity (good luck)
Have fun
