Leading European maternity retailer: Staying Connected to the Customer with an End-toEnd E-commerce Solution Client profile The leading European maternity retailer has more than 400 stores globally. Opportunity The retailer identified an opportunity to reinvigorate its brand and marketing image in existing markets and expand into new markets using a multichannel strategy. The first step would be to establish a closer connection to its customers through a new online sales channel integrated with the retailer’s robust loyalty program and customer care services. The new channel would provide a single place for customers to shop, socialize in chatrooms, discover product and store information, and contact customer service representatives from the comfort of their homes. Solution The retailer selected Accenture to provide an end-to-end service, encompassing analysis, user interface design, development, implementation, configuration and maintenance of its new online sales channel. Drawing upon its relevant e-commerce skills, the Accenture team worked closely with the retailer to design a scalable online platform that can readily incorporate increased customer visits, other brands or divisions within the retailer’s parent company, and additional countries and languages. Accenture developed the new e-commerce platform using Oracle ATG technology for the front-end and back-end within an ambitious time frame. In addition, Accenture provides online and phone-based customer care services to help the retailer’s customers with a range of queries, from online orders and returns to technical questions about the site. The initial three-year contract has been extended for another year. The website featured the retailer’s full catalogue of 24,000 products. In addition, customers can register their children’s details in their personal profiles, ensuring that the most relevant information can be used in marketing materials/ promotions. With Accenture’s help, the retailer now has an e-commerce solution across multiple countries that allows it to stay connected with customers. The solution has also helped boost loyalty and improve the customer experience thanks to the same high level of support that they have come to expect in its stores. The new online channel also sets the stage for personalized web content, when the retailer chooses to do so. The team worked closely with the retailer to roll out the solution in four countries, each requiring a different language and catalogue. The new solution was integrated with third- party companies, such as payment providers, and internal legacy systems for orders and deliveries. Results Since its launch, the retailer has: • Increased customer visits to the site by 103 percent (across all countries), with 23 million visits per year A cost-efficient Accenture team • Increased e-commerce helps to maintain and improve the transactions by 160 percent solution, with an initial three-year over a two-year period across maintenance contract extended all countries a further five years. During this • Improved the e-commerce long-term relationship, Accenture customer conversion rate by 30 helped the retailer to: percent across all countries • Registered about 400,000 users • Completely redesign the website (approximately 130,000 each to improve the customer year) across all countries experience and site usability • Implement new features and functionalities like “Pick Up in Store” to help improve customer convenience Copyright © 2015 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. With some technical adaptations and localization, the scalable platform could be rolled out to new countries in just one-to-two months. Similarly, the outsourced application maintenance and customer service makes it very economical and efficient to add a new country. This allows the retailer’s executives to devote their energies to the complicated logistics, organizational and process changes required when launching the site in each new market. The online solution provides a solid foundation to further expand the retailer’s reach with social and mobile channels to achieve its multichannel strategy goals and high performance. About Accenture We are one of the world’s leading organizations providing management consulting, technology and outsourcing services, with approximately 319,000 employees; offices and operations in more than 200 cities in 56 countries; and net revenues of $30.0 billion for fiscal 2014. Our four growth platforms— Accenture Strategy, Accenture Digital, Accenture Technology, Accenture Operations—are the innovation engines through which we build world-class skills and capabilities; develop knowledge capital; and create, acquire and manage key assets central to the development of integrated services and solutions for our clients.
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