Tom Tailor: Creating an online store

COMPREHENSIVE USER EXPERIENCE FOR THE CUSTOMER AND EDITORS OF THE ONLINE STORE

Online stores typically have separate platforms for adding content (CMS) and sales management (e-commerce), making it difficult to control what leads to successful sales. Managing such a system becomes a thorn in the side quickly. The future approach is to unify content management and sales with the so-called Digital Experience Platform - DXP, which provides the best experience for end customers and editors. With most e-commerce platforms, you run into a content management problem. You are forced to change systems to manage different parts of the business constantly.

With the integration of Ucommerce, Sitefinity has enabled us to manage content, products, and prices from one place. The solution is very scalable as we will add six more countries this year. E-commerce content can also be easily combined with editorial content, providing a great user experience and better sales.

FLEXIBLE INFORMATION ARCHITECTURE FOR MAXIMUM CONNECTIVITY

From the perspective of Vareo and Tom Tailor, Sitefinity eliminates many of the headaches associated with the e-commerce experience. The scalable platform enables fast and efficient system integration while ensuring high information security against intrusions and abuses.

ERP is the heart of the online store business.

‍The online store is connected in real-time with the RCL BBIS ERP system, in which the customer manages the entire logic of stocks and prices. The client has decided to fulfill online orders from existing stores, so the ERP system is a central point for processing and distributing orders between stores. Invoicing and posting are also done in ERP. All changes made in ERP are downloaded and implemented in real-time in the online store.

CDN and PIM for product management

Tom Tailor Global have a central system for accessing product images and descriptions. Vareo has developed an API connection to their CDN system to automatically transfer images from CDNs to PIM (product information management) online stores. PIM collects data from ERP (basic product descriptions, colors, categories, filters, or similar things) and images from the CDN. The editor then has the option to equip the products with additional information or make minor corrections to the products.

The system is designed to equip the products with all the key information automatically. When new products are registered, they are automatically equipped with images from Tom Tailor Global, and the corresponding marketing marks are added to them. Thus, editors can engage in adding value as they are relieved of administration.

PROJECT MANAGEMENT

We not only developed a technological solution for the client, but we also provided full project management support to all partners involved.

Step 1 - Workshops

We started with UX and UI workshops, where we defined both the purchasing buyer and the key functionalities of the online store, as well as the UI (user interface) for the editors of the online store. In the IM, we defined which contents are edited in which tool, in what way and the interfaces adapted to the client's level of knowledge.

Step 2 – Selection of Partners for the Payment System and Logistics

Together with the client, we identified the key criteria for selecting partners and led the process of choosing a partner and then integrating their solution into the entire ecosystem.

Step 3 – Definition of Business and Information Process

We have defined the entire business and information process from visiting the website to returning or changing the product in the branch. The process was the basis for setting up and integrating all information systems and mobilizing the entire organization.

Step 4 - UX and Development

After identifying all processes, key tools, and external partners, we started drawing wire models and developing an online store. In this part, we also took care of coordination and cooperation with all partners in the process (ERP, SAP finance, CDN, payment system, logistics partner, client).

Step 5 – Launch

After the development, we performed a silent start, where we tested the user experience, as well as the operation of all integrations. The opening of an online store was gradual. First, after correcting the errors during the project tea, the next stress test was among the employees, where bottlenecks and errors were identified. After improvement and optimization, we opened the store for everyone.

Step 6 – Optimization and Upgrades

The project was set up in several steps. After launching the MVP version of the online store, we first started optimizing back-end processes for online store editors. The next step is additional functionality for end-users.

Step 7 – Expansion into Foreign Markets

We optimize the site for editors, marketing, purchasing, sales, and finance processes. Once these things are in place, all key end-user functionalities are implemented, and expansion for six additional markets begins.