About the Customer:
The customer is a multi-diversified conglomerate operating a diverse portfolio of supermarket chains and retail subsidiaries spanning various sectors, including lifestyle, fashion, footwear, food products, and home improvement.
Business Challenges:
Many retailers, even those ahead in the digital transformation race, struggle with outdated systems. Legacy systems can be like a ball and chain, dragging down your ability to scale and meet customer expectations.
This was the challenge faced by this customer brand , a company that had already embraced digital transformation but found its progress hindered by legacy technology.
As a SaaS-based solution, it lacked the flexibility and control needed to meet the evolving demands of their diverse and growing business. Specifically, the retailer faced four critical challenges:
- Limited Control: The existing platform didn’t allow the retailer to have full control over their e-commerce operations, which was essential for their complex multi-brand strategy.
- Lack of Customization: The platform’s rigid structure made it difficult to implement the extensive customizations necessary to tailor their e-commerce stores to their unique brand identities and customer expectations.
- Manual and Time-Consuming Product Launch Process: The product launch process was highly manual and involved multiple teams, including branding and finance, leading to delays and inefficiencies. The lack of a centralized system for managing product approvals further compounded the problem.
- Inadequate Inventory and Pricing Management: The retailer struggled with managing location-specific inventory and pricing. Their legacy system required the creation of separate SKUs for each location, resulting in a complex and unmanageable inventory system. Additionally, there was no provision to optimize prices based on location, making it difficult to offer personalized pricing.
Embitel’s Solution:
To address these challenges, the retailer turned to Embitel to facilitate a seamless migration from their legacy system to Adobe Commerce 2.4.4, recognized as one of the most robust and scalable e-commerce platforms available.
Here’s a snapshot of the solution we offered:
- Migration to Adobe Commerce 2.4.4: Our team successfully migrated thier ecommerce storefront and critical data from legacy system to Adobe Commerce (previously Magento Commerce) 2.4.4, enabling greater customization and control. We integrated several third-party applications, including PIMCORE, to enhance their e-commerce ecosystem.
- PIMCORE Integration: We integrated PIMCORE to address the client’s inventory and pricing management challenges. PIMCORE allowed the retailer to map inventory and pricing to specific locations, automate delivery slot management, and streamline holiday mapping. This significantly reduced the complexity of managing inventory across multiple locations and allowed for location-specific pricing optimization.
- Microservice Layer for Enhanced Performance: By adding a microservice layer (BFF – Backend for Frontend), we reduced the number of calls to Magento, allowing direct communication between the front end and third-party systems like PIMCORE. This improved the performance of location-based features, such as delivery slot selection.
- Location-Specific SKU and Product Creation: We customized Adobe Commerce to reduce the number of SKUs by allowing a single product to be assigned to multiple locations. This streamlined the inventory system, reduced the number of SKUs from 10k to just under 1200, and displayed location-specific data to customers.
- Advanced Search with Adobe Sensei: We customized Adobe’s Live Search, powered by Adobe Sensei, to ensure that customers could only search for products available in their location. This significantly improved the relevance and success rate of search results.
- Automating the Product Launch Process: We leveraged PIMCORE to build a centralized repository for product management, automating the approval process across different teams. This system reduced delays and ensured a smooth, efficient product launch process.
- Mobile App Development for Omnichannel Presence: We developed a mobile storefront using Flutter, ensuring a consistent and seamless shopping experience across all channels.
Embitel Impact:
The migration to Adobe Commerce 2.4.4 and the integration of PIMCORE and other advanced technologies had a profound impact on the retailer’s operations:
- Increase in Search Success Rate: The customizations made to Live Search resulted in a much higher success rate for product searches, improving customer satisfaction and engagement.
- Significant Reduction in Operational Issues: The new system reduced operational complexity, especially in inventory and pricing management, leading to smoother day-to-day operations.
- Enhanced Customer Experience: The integration of PIMCORE and the advanced CDP ( Customer Data Platform) tool Insider with their PWA enhanced the customer experience, allowing for personalized promotions and a more intuitive shopping journey.
- Streamlined Product Launch Process: The automation of the product launch process reduced time-to-market for new products, ensuring that the retailer could respond quickly to market demands.
Tools and Technologies:
- Adobe commerce 2.4.4: To build and manage the end to end ecommerce operations
- PIMCORE: Product and data management
- Adobe Sensei: product search enhancement
- Use Insider: Advanced CDP and martech
- Vinculum: Order Management Solution
