GLOBAL COFFEE DISTRIBUTOR MODERNIZES E-COMMERCE PLATFORM … · 2020-04-03 · E-COMMERCE PLATFORM...
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BE IN A POSITION OF STRENGTH SM withum.com GLOBAL COFFEE DISTRIBUTOR MODERNIZES E-COMMERCE PLATFORM DELIVERING POWERFUL BUSINESS RESULTS THE CHALLENGE As with any consumer product, the larger the presence the better the chances of achieving success and brand awareness. To keep up with the trends and boost profits, the client launched their online store in the early 2000s. Since the first launch, they had done one refresh in 2012. As technology and consumer trends evolved over the years, the online store platform became outdated again. To be recognized for excellence in both online and offline channels, the client understood that their online strategy had to evolve as well. Our client told us that in 2016, online sales grew steadily all over the world and are reaching, if not exceeding, 10% of total retail. China and U.S. account for 55% of global online sales. The client is selling directly online to four of the 10 main e-commerce markets. Europe, UK, Germany and France accounted for 67% of total online sales. The client was combating the following constraints with their e-commerce platform: Technology was driving the project, instead of the business. Too many software customizations. Speed to market with new product and marketing campaigns was not achievable due to significant effort and costs to maintain a technology driven platform. Overall, too much time was spent on IT aspects, with too little time dedicated to running the business. Data analytics (i.e. metrics) were not at the client's fingertips to take action and grow the business. CASE STUDY ABOUT THE CLIENT Headquartered in Italy, the world- renowned coffee brand with a global distribution on all five continents, throughout 140 countries, employs over 1,200 people. Their blends are served in over 100,000 retailers worldwide, online and in stores, bars and restaurants, with over 7 million cups of coffee consumed every day. In 2015, the company had brought in over $536 million in revenue (437 million EUR).
Transcript of GLOBAL COFFEE DISTRIBUTOR MODERNIZES E-COMMERCE PLATFORM … · 2020-04-03 · E-COMMERCE PLATFORM...
BE IN A POSITION OF STRENGTHSM withum.com
GLOBAL COFFEE DISTRIBUTOR MODERNIZES
E-COMMERCE PLATFORM DELIVERING
POWERFUL BUSINESS RESULTS
THE CHALLENGE
As with any consumer product, the larger the presence the better the chances of achieving success and brand awareness. To keep up with the trends and boost profits, the client launched their online store in the early 2000s. Since the first launch, they had done one refresh in 2012. As technology and consumer trends evolved over the years, the online store platform became outdated again. To be recognized for excellence in both online and offline channels, the client understood that their online strategy had to evolve as well.
Our client told us that in 2016, online sales grew steadily all over the world and are reaching, if not exceeding, 10% of total retail. China and U.S. account for 55% of global online sales. The client is selling directly online to four of the 10 main e-commerce markets. Europe, UK, Germany and France accounted for 67% oftotal online sales.
The client was combating the following constraints with their e-commerce platform:
Technology was driving the project, instead of the business.
Too many software customizations.
Speed to market with new product and marketing campaigns was not achievable due to significant effort and costs to maintain a technology driven platform.Overall, too much time was spent on IT aspects, with too little time dedicated to running the business. Data analytics (i.e. metrics) were not at the client's fingertips to take action and grow the business.
CASE STUDY
ABOUT THE CLIENTHeadquartered in Italy, the world-renowned coffee brand with a global distribution on all five continents, throughout 140 countries, employs over 1,200 people. Their blends are served in over 100,000 retailers worldwide, online and in stores, bars and restaurants, with over 7 million cups of coffee consumed every day. In 2015, the company had brought in over $536 million in revenue (437 million EUR).
Joseph Riccie
T (609) 514 [email protected]
Anurag Sharma
T (609) 945 [email protected]
...Within one week we were able to determine all risks, issues and obstacles that would prevent the client from deploying a successful e-commerce platform.
NEW E-COMMERCE PLATFORM: GOALS AND OBJECTIVES
The main goal of this project was to provide the business team a platform where they can focus on business activities and not issues.
ACTUAL ISSUE IMPROVEMENT WITH NEW PLATFORMImage/catalog load time No lazy time to wait for assets upload or to update the product catalogSide speed/poor performance Accelerators out-of-the-boxSite unstable with peak traffic Predictive platformNo possibility of precision marketing Campaigns optimized for target segments
No ratings and reviews Ratings and reviews out-of-the-box
Not complete mobile experience Responsive design (mobile first)
SEO Issues SEO tools out-of-the-box
Out of stock issue Out of stock notifications
Site search to be improved Powerful internal search engine
In addition, there were other Key Aspects that were a focus with rolling out a new digital strategy.
THE KEY ASPECTS WERE AS FOLLOWS:
1 Unique website with Product/Shop as main entry point 4 Full responsivness
2 More content 5 Scalability
3 Synergy between online and offline channel (omnichannel) 6Benchmarking with other platform provider’s customers to grow the consumer channel revenues
THE WITHUM SOLUTION
For the last 15 years, Withum has been a key architect in supporting the client with overall strategy and tactical execution support with major technology projects. In fact, Withum’s team had just rolled off managing the client's global JD Edwards ERP Software rollout. As a result of the existing relationship and trust in the team, Withum was asked to assess the client’s progress with their global e-Commerce platform change.
Interested in learning more about how our application modernization solutions can improve efficiencies in your organization? Contact us today or visit digital.withum.com
Wally Merkas
T (613) 882-1644
Joe Riccie
T(609) 514 5597
Joseph Riccie
T (609) 514 [email protected]
Anurag Sharma
T (609) 945 [email protected]
Withum selected experts from their Cloud Software and Technology team for this project. The team has twenty plus years’ experience with creating technology roadmaps and implementing software. They leveraged this expertise to perform a quality and risk management assessment. Within one week, the Withum team was able to determine all risks, issues and obstacles that would prevent the client from realizing their objectives.
We interviewed project sponsors and work stream leaders, reviewed vendor (i.e. software and integrators) contracts, project artifacts and overall governance structure. Withum factored in their experience working with other global companies especially around country localization, cultural views and people skills and personalities.
We knew from our experiences and knowledgebase the following technology challenges could exist:
PROJECT RESULTS
Through Withum's analysis and recommendations our team accomplished the following:
1. Created a one-page diagram depicting the level of technology change and complexity associated (i.e. changing 58 separateintegrations) and working with 14 different parties (i.e. software and vendor community) so that scope was well understood. This onepage had overwhelming impact and became the baseline picture for the company while communicating a change message.2. Reworked the detail workplan using a cloud tool called SmartSheet to foster easier collaboration and data access. The revised planhighlighted that production “go-live” operations date would need to be extended a few months to achieve the goals. This extensionconflicted with other contract obligations and therefore we reworked the country roll-out schedule.3. Adjusted the resource schedule based upon revised workplan load balancing and addressed realigning people to best suit theirstrengths.4. Installed Withum’s Program Management Office and revised the governance model. Withum deployed a level of discipline andstructure along with their expertise to drive the project.
5. Go-Live Success was achieved as planned and met the deadline.
6. The client then took over the reins and executed with rolling out the platform to the other countries. The Withum team left them witha process and knowledge to be self-sufficient.
"We’ve learned a lot from the first roll-outs and now the team is working very very well, always motivated and with a continuous aim for quality. I’m very happy for how the team [Withum] is working on this project! I’m very thankful for all the great work." ~ Global E-Commerce Manager
Wally Merkas
T (613) 882-1644
Joe Riccie
T(609) 514 5597
Interested in learning more about how our application modernization solutions can improve efficiencies in your organization? Contact us today or visit digital.withum.com
Wally Merkas
T (613) 882-1644
Joe Riccie
T(609) 514 5597
Joseph Riccie
T (609) 514 [email protected]
Anurag Sharma
T (609) 945 [email protected]
PROJECT BENEFITS
Some months later, Withum checked in and learned that progress was being accomplished on all project goals as illustrated in the table below.
This proved the project a success and showed remarkable team work and collaboration from almost 50 people working in different countries.
"We’ve learned a lot from the first roll-outs and now the team is working very very well, always motivated and with a continuous aim for quality. I’m very happy for how the team [Withum] is working on this project! I’m very thankful for all the great work." ~ Global E-Commerce Manager
Wally Merkas
T (613) 882-1644
• Business-oriented platform• Powerful campaigns• Dynamic segmentation• Benchmark• Ongoing training
• Product and Shop project• Content oriented strategy• Mobile first• Experiential marketing
• Designed for Business• Conversion oriented• User-friendly
• Designed in order to improve brick&click• Ship to store functionality• High integration with offline POS
BUSINESS USER EXPERIENCE
FUNCTIONAL OMNICHANNEL
Joe Riccie
T(609) 514 5597
Interested in learning more about how our application modernization solutions can improve efficiencies in your organization? Contact us today or visit withum.com
Wally Merkas
T (613) 882-1644
Joe Riccie
T(609) 514 5597
