Westside

Westside is a brand of Trent Limited. Westside hosts 26 in-house brands that are spread across varied customer persona and categories.

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
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