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It seems like only yesterday when all the hype was around big data and creating an integrated marketing plan.
Brands were focused on creating seamless communications across digital and physical channels.
But here’s the hard truth: having an integrated marketing plan doesn’t cut it anymore simply because these plans are unable to guarantee relevance to the customer.
There are so many statistics to share, in fact I have a powerpoint that has 44 of them – but I love this one
Take-away: We have a message that has 88% relevancy (& potential demand) in the market.
But what about that market…
After a fierce battle with our friends at ATG we finally say: What else! The nespresso.com relaunch is one of the most prestigious e-commerce projects and therefore more than 50 companies were initially running for the deal. The final round was ATG or hybris and despite heavy price dumping from ATG. Nespresso will relaunch the whole online experience consisting of nespresso.com (website), nesclub (B2C) and nespro (B2B) on hybris.
Y-sales: Commerce Enterprise Edition
Goals & Challenges
Solution Tracks individual customer needs with behavioral targeting Enhances customer experience Deploys one central platform to manage B2B and B2C multi-channel commerce and global brand presentation Manages order volumes of more than 100,000 orders per day Integrates tightly with existing back-end systems (CRM, Logistics) Go-Live of CH & F - 06/2011
Benefits & Enhancements
06.08.2013: Next week will mark a major milestone in the hybris usage at Nespresso, once France goes live on hybris. As you may know, many markets are still running on old implementations, internally called Nesclub1 and over time they have been migrated to Nesclub2, which is based on hybris (to make it more interesting Nesclub3, also based on hybris, is currently being developed and will go live in September 2014 with the first market). There are several countries already running on hybris, including Switzerland and Germany, which are their 2nd and 3rd largest markets, but France going live is a key achievement, mainly because:
• It's by far their largest online market, with 25% of revenue
• It has the most complex delivery options: you can, for instance, ask for delivery in 2 hours and this can be done by motorcycle, etc. I have to double check, but if I remember correctly it's also possible to pick up the package in small businesses around the country. The statement from Nespresso is that with France going live it becomes much simpler to roll out any other country, as the functionality would be a fraction of what France needs and actually the current plan is to roll everything into hybris in about 1 year and then switch the legacy systems off. Once France goes live, an estimated US$1.5-2 billion will be transacted over hybris annually and more than 7 million customers will be using the system. I'm not sure if this is the largest installation we have, but I'm pretty sure it's close to the top.
Quality innovation - Service excellence - Selective expansion Nespresso's innovation pipeline includes new B2C and B2B machines and new Limited Edition coffees. In 2011, the Nespresso retail network will grow beyond 250 boutiques in cities from Berlin to Paris and from Johannesburg to St Petersburg. “In 2011 and beyond, we expect to maintain its leadership and double-digit organic growth. We will continue to give people more and more reasons to join the brand,” says Mr Girardot. “Our B2B business is also a new strategic pillar. The strength of the brand with consumers will provide a strong push for our B2B offer.”
Japan: Live and happy B2C Nice increase in orders after launch (up to 4 times more) No issues with Japanese character sets at all Germany:Live and happy, B2B and B2C. Important B2B business Nice increase in business after launch UK : Live, B2B and B2C. CH:Live, B2C US: Live in March 2013 With the success in Germany and Japan other markets start pushing to be migrated on hybris platform