The goal of the project was to provide Town Shoes customers with a world class eCommerce experience when shopping for footwear, by empowering shoppers to buy the brands they want, in the style they want, at the price they want to pay.
The Town Shoes team approached the project with a growth mindset. It was important that they architect a technology platform that would support their immediate needs, while shaping the future of the business.
Town Shoes’ dedication to promoting a culture of business enablement through collaboration and teamwork was directly aligned with SAP Hybris’ one view of the customer. In order to support this philosophy, Town Shoes needed to align all of their brands on a single platform, unifying the customer experience. The Shoe Company brand was already operational on an existing Order Dynamics platform. All others brands (e.g. Town Shoes) were static or non-operational, serving only as an online presence and driving eCommerce traffic to the Shoe Company commerce site.
The discovery phase began in Nov. 2013 and development started three months later in Feb. 2014. After roughly 7 months of development, the new site launched in Sept. 2014.
The following Hybris modules were leveraged:
• Hybris Commerce version 5.1
• Commerce Accelerator for B2C
• Product Content Management Module (PCM)
• Web Content Management System (WCMS)
• Customer Service Cockpit (CSC)
• Advanced Personalization
Integration to the Hybris Commerce platform included:
• Jesta I.S. (ERP)
• Jesta OMS
• SmartClixx (gift cards)
• CyberSource (payment gateway)
• Tibco (loyalty)
• ExactTarget (email, marketing automation)
• Facebook Connect (advanced social media integration)
One Account Sign-in Across All Brands: The new site needed to allow shoppers to log in once, on any of the four brands’ sites, sharing information across all four brands.
Shared Cart: The solution needed to support a shared cart feature that would allow shoppers to add products to their cart, and give them the ability to checkout, from any of the four brands’ sites.
Split Shipments: Split shipment functionality was added to support the shared cart feature. Items are shipped from individual stores, as opposed to a single warehouse, with store location selected based on stock levels and proximity to the shipping address.
Gift card support: Enhanced gift card support was integrated, allowing shoppers to perform a variety of self-service tasks, including the ability to check a gift card balance, make payment with a gift card (including split payment), purchase gift cards (both physical and digital), and gift card personalization.
Support different pricing per SKU: To facilitate merchandising, a single Hybris catalog was implemented. However, the base catalog was extended to support brand characteristics and pricing, enabling products to appear on more than one brand’s site simultaneously, each at a different price point depending on the brand (ex. a product listed on the Town Shoes site might appear at $99, whereas the same product on the Shoe Company site might be listed at $89).
Promotions: Business users can now clone promotion templates, allowing them to create and publish promotions more efficiently and reducing the risk of human error due to typos, etc. Additionally, business users can create percentage or dollar based discounts, free shipping, limited time offers (LTO) and buy one get one (BOGO) promotions. Business users can create promotions targeted for specific brands.
Automated product image import: Each SKU has approx. 7 unique images showcasing different angles, colours, etc. In order to make the addition of new products more efficient, an automated product image import feature was added.