French Wine, Champagne and Spirits Retailer: Increasing Online Sales with a New Store Based on SAP Hybris Commerce

Transcription

1 Business Transformation Study French Wine, Champagne and Spirits Retailer: Increasing Online Sales with a New Store Based on SAP Hybris Commerce COMPANY: PARTNER: To millions of people around the world, wine is more than just a drink it is the perfect accompaniment to an evening meal or special occasion. Since 1822, Nicolas wine stores have been sharing their expertise to help customers find the right drink. The French retailer has around 500 stores in France (including overseas French départements) and a number of shops in other countries, like the United Kingdom, Belgium, Switzerland, Morocco, Lebanon and Madagascar. But in order to present its wide range of products online in the best way possible, Etablissements Nicolas needed a new product information system and redesigned website. 1/5

2 An engaging and informative shopping experience To help it achieve these aims, the company decided to pursue an omni-channel commerce strategy based on SAP Hybris Commerce. With the help of Altima, a leading implementation partner specializing in ecommerce also based in France, Nicolas exported information on products to a single system and relaunched its online store. Customers can now learn all about their wine: from its origin and history to tasting notes and food and wine pairings. A variety of sliders provide a clear overview of the wine s characteristics, including body, acidity, and aging potential. Thanks to SAP Hybris Product Content Management (PCM), Nicolas has extensive documentation on its products, ensuring it maintains its knowledge for years to come. And with one single system for product information, Nicolas wine merchants are in a better position to advise customers on their purchase. Furthermore, customers in France can now reserve a bottle using the e-reservation feature, which already accounts for a fifth of all orders placed on the site. Thanks to the new capabilities, Nicolas has enhanced the customer experience and increased website visits and online sales and there are already plans for additional functionality. We work together with Nicolas as one team, closely analyzing the situation to find the right solutions. Our collaboration is ongoing, and we re now discussing possibilities for additional website functionality in the future. Guillaume Porquier, Digital Commerce Specialist, Altima The wine retailer is continuously collaborating with Altima to find new ways to engage more and more its customers. For example, in the near future, the website will offer a real click and collect experience, or express delivery (only available in Nicolas stores currently): when shopping online, the customers will have the possibility to choose between picking up their purchase in a NICOLAS wine shop, or for just three euros, receiving it within three hours Another possibility is to personalize offers to appeal to the preferences and tastes of customers in different regions of France. 2/5

3 Executive overview Company or Organization Etablissements Nicolas (CASTEL Group) Location Thiais, Paris region, France Industry Retail alcoholic beverages Products and Services Wine, champagne, spirits, and accessories Employees HQ employees: 100 Stores managers: 700 BUSINESS TRANSFORMATION Objectives Manage product content centrally to create a deep and accessible knowledge base for store managers and customers Relaunch the online shop with extended functionality such as e-reservation, and soon click and collect and express delivery (3h/3 ) Present products to customers across all channels in a way that is clear, engaging, and easy to understand Of online sales through e-reservation just seven months after go live Why SAP Hybris Comprehensive and intuitive solution for SAP Hybris Product Content Management (PCM) Software enables a completely omni-channel customer experience Quick and easy to implement a click and collect function With SAP Hybris, we have not only been able to build an attractive online store, but also a central knowledge base for information on our products. Thanks to Altima, we now have a stable website and we will soon be able to offer our customers a real click and collect experience, using the digital tools to drive traffic to our NICOLAS wine stores. Eve Humbert, Digital Marketing Manager, Etablissements Nicolas +15% Of website visits in 6 months after go live 20% Of online sales through e-reservation just seven months after go live Stock keeping units (SKU) 9 months Implementation time 3/5

4 Executive overview Web Site Partner Altima SAP Hybris Expert Services Resolution Leveraged the SAP Hybris Commerce Accelerator for B2B to roll out SAP Hybris PCM and the relaunched online store in just nine months Used responsive design to enable a seamless online experience on any device Exported products, each with 80 attributes, to SAP Hybris PCM Role of the partners Carried out the technical implementation using flexible scrum methodology Communicated with Nicolas on a daily basis to test, evaluate, and roll out new functionality Gave advice on how to exploit the full potential of SAP Hybris software Helped Nicolas leverage SAP Hybris within a mutually beneficial, long-term partnership Worked with SAP Hybris Expert Services to support code review and system review during implementation Benefits Significant increase in website visits and online revenue Employees have quick access to product information, helping them advise customers Additional ordering and delivery options for customers Responsive, mobile-enabled, and easy-to-navigate website Customer feedback can be better captured via the product review feature Clear product information based on SAP Hybris helps customers make the right purchase. 4/5

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