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de Bijenkorf launches multi-device website

By Retail Technology | Tuesday December 10 2013

Dutch retail chain boosts e-commerce performance after revamping its online presence on a new technology platform integrated to its key front and back-office systems

Dutch department store retail chain, de Bijenkorf, has seen a 50% increase in site performance following the launch of its new e-commerce website. 

To support increasing online sales, with very high numbers of transactions around peak sales times as well as future growth across all channels, de Bijenkorf chose e-commerce consultancy Javelin Group as its multichannel systems integration partner.

Javelin Group implemented Intershop 7 for its robust and scalable architecture, functionality, and easy integration into de Bijenkorf’s existing business IT environment.  

Large-scale integration implementation

The large-scale implementation involved integration with all of de Bijenkorf’s front and back-office systems and processes, including search, navigation and merchandising cloud services, product information management (PIM), content management, multichannel payment gateway and enterprise resource planning (ERP) systems. 

And a bespoke order management system was developed to integrate the new scalable multi-device site into the backend systems by funnelling all e-commerce channel orders into its fulfilment operations, including third-party drop shippers.

To enhance the customer experience across all channels and drive sales, all channels are integrated with a single checkout design offering a shared basket across all devices. This allows customers to shop across channel-specific optimised sites for desktop, tablet and mobile. For the ultimate instore experience, customers can also access the entire range and order instore via tablets offering electronic point-of-sale (EPoS) terminal payment options, in addition to all web payment options.

Centralised, high-performance control

The new platform also offers a centrally managed multichannel promotions engine, with enterprise loyalty schemes, which runs across all channels including stores. It simplifies the promotions management process for business staff and ensures a consistent experience and offers for customers.

The scalable architecture has been designed to support over a million page impressions per hour with very high conversion rates for the extremely high peaks of customer demand during sales, such as the seasonal crazy day sales.

Pieter Heij, director of multichannel at de Bijenkorf, said: “We are now thrilled to offer our customers a seamless multichannel experience across all devices, on a robust platform. We have seen a 50% improvement in site performance and an immediate uplift in sales following the launch of our new website. It has been an absolute pleasure to work with Javelin Group and we have already engaged the team for ongoing and future work.”

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