Client Background
Westside is a brand of Trent Limited. Westside hosts 26 in-house brands that are spread across varied customer persona and categories. Westside has 200+ stores that were ready to do order fulfillment. Westside wanted to start ecommerce website but had few challenges before starting the online sales on the website.
Challenges
- Migration from Static Content website based on .Net to eCommerce Platforms
- Defining customer journey for 26 brands and categories
- Creating multiple user journeys
- Managing offline communications with online communications
- Listing of 75,000+ products and constantly upgrading/ downgrading them
- Managing store wise inventory on real-time basis
- Integration with SAP
- Integration with 200+ Stores
- Integration with Logistics provider for multi-location pick-up and delivery
Solutions provided by Binary
- Binary planned phase wise migration from content website to ecommerce website
- Creation of product listing process, collection and category definitions, mapping to various user journeys and aligning with offline collections
- Logics were created wherein inventory flow shall happen across stores, SAP and online store
- Development of mobile apps for smooth order processing of customers
- Integration with logistics partners wherein order pick-up process was set to optimize the cost of delivery from stores to customers
- Development of automated order cancellations, returns and refunds process
- Integration with Tata Neu, the super app by Tata Group
- Ability for customers to buy membership online and enjoy benefits
- Ability for customers to earn and burn loyalty points, online and offline
- Unified login for customers across all Tata Ecommerce websites
- Integration with Marketing Automation platform to capture all marketing events and send relevant communications to customers
Results Achieved
- Online store accounted for 2% of overall business right from the first year of website go-live
- Increase in sales by 10x during Sale period
- Optimized IT Infrastructure cost by 40%
- Generation of customer feedback, which was missing in offline stores, and was key for business
