Download Perfumeria.pl Background Goals

Background
Perfumeria.pl
www.perfumeria.pl
Perfumeria.pl is the largest Polish-owned online perfumery in Poland. For almost 15
years, it has been offering original perfumes and cosmetics for retail customers online.
Their catalog includes over 3000 immediately available products from
well-known global brands.
The company has won many awards in prestigious e-commerce competitions. Last
year, and for the second year in a row, it took the first place in the Money.pl 2014
ranking of online stores in the “Beauty” category. In the category of "Most-Friendly
Online Shop," it took 6th place but was the only representative of the Beauty category.
Goals
Industry
Perfumes and Beauty,
E-commerce
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To create a new, modern interface with full RWD support.
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A mobile-friendly e-commerce website.
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To move data smoothly, users, and orders from the site’s old CMS to the new
one with as little site downtime as possible.
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Comarch ALTUM ERP integration, including:
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reading product information
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sending orders and customer data
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order status forms generated by the ERP system
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support for the sale process by a call center
Partner
Predictes Sp. z o. o.
Śmigielska 13
Poznań
60-102
Poland
+48 508 510 792
www.predictes.com
Jan Łożyński
[email protected]
The e-commerce engine and web hosting service needed to be able to handle traffic
peaks at acceptable costs when sales and site traffic spike during some periods of the
year (e.g. Christmas).
Challenges
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The old site was recognized for its usefulness, ease of ordering, and customer
service across every communication channel. The new design needed to take
into account customer habits.
For Perfumeria.pl, is was crucial to provide customers with continuous services
with the highest level of quality. The company faced a particular challenge at the
end of the year when Christmas approaches and the number of customers can
increase several times in comparison to other months.
The implementation of RWD features to e-commerce with 12,000 products
(as well as images and additional data).
The user had to be able to navigate to specific products easily despite many
simultaneously selected criteria.
The need for rapid data exchanges with the Comarch ALTUM ERP system.
Deploying a Kentico site as Azure WebApp, plus additional web farms on Azure
caused some technical challenges that required resolution.
The need to import existing users into Kentico along with existing orders from
the old site.
The need to meet extremely specific client requirements with short deadlines
for implementation.
Solution
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The re-designed site needed a lean interface that displayed high-quality images
and a large amount of information about each product, to mimic the site’s
original, industry-leading design.
Responsive design has increased screen resolution to 1920px. The screen size
of the user's device is not important because the content fits perfectly into any
screen including laptops, tablets, or smartphones.
For each product, there is information about the brand, line, category,
recommendations of other products from the same line, a description,
and detailed information about the scent profile. A high-resolution image
of the product features in the gallery.
Product variants (capacities) are shown on their individual product pages,
so there is no confusion from "20 of the same products" appearing next to each
other on the product list.
A custom module was created for staff to review products in specific scales:
Fragrance notes, odor intensity, and fragrance stability.
Integration now exists with an external chat software. Every use is noted
as a custom contact activity.
A custom module of reviews written by customers was created. Each page has
its own workflow reviews and opinions must be approved by the community
manager. Expanded review data (percentage of people recommending this
product, the specific features of the product, etc.) is also available.
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Advanced, interactive filters were included in the list of products, where the
choice affects the available options. Each filter changes the number of possible
options in other filters. For example: After selecting “Chanel” as a brand filter,
other filters are updated so that products do not occur at a price below $20,
because Chanel products are not available below $20, which hides this filter
option.
A 360-degree product view is available on selected items.
A quick view is available on the list of products so that the customer can see
the most important information about each product without entering the
product data sheet. It is also possible to add a product to the cart directly from
the product list.
Personalized banners and product lists were included so that a visitor sees
advertising messages tailored specifically for him.
Multi-channel communication by email marketing, banners, personalized
content, and text messages were implemented. Customers can subscribe to
special a text message service (Klub SMS) to kept up to date about the most
attractive offers.
Two types of sliders on the home page include standard banners (desktop and
mobile version) and interactive ads about selected products.
A custom marketing automation “block” allows sending text messages to
contacts with mobile numbers.
The site features subscriptions to segmented newsletters that offer the
automatic dispatch of online discount codes to confirmed newsletter
subscribers. A pop-up with a subscription form is displayed after the user makes
four visits to the site. A/B tests helped to decide when this form should be
offered.
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Easy-to-use landing pages can now be created by the Perfumeria marketing team
because Kentico is so simple to use.
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Custom checkout process adapted to Polish commercial law and the specific requirements of Perfumeria.pl are now available.
E-commerce is integrated with Comarch’s Altum ERP - one of the most advanced
systems of this kind in the Polish market. Data exchange is carried out by the
Comarch API through the Kentico Integration Bus, which is very convenient and
allows users to synchronize data in near real time. This is necessary because
products in available online can be in low numbers in physical stock and the call
center and online sales have the same access to stock for ordering.
The call center works from the Comarch Altum ERP and needed a validator for
discount coupons from Kentico. The system checks the validity of the coupon,
the discount, and other conditions, and verifies legitimacy.
Total customer data import was provided, including contact and billing information, previous orders, and passwords.
The Custom Customer panel was adapted to Perfumeria’s special requirements,
and new features like access to historical order data were included.
Custom checkout was adapted to the additional requirements of Perfumeria.pl,
including gifts (free samples) to order, a counter for the remaining amount of
order value to receive a free delivery, and a free product cross-sell mechanism
(choose gift bag) were included.
The company Facebook fan page is now connected to Kentico.
Integration with price comparison sites and ad networks where many feeds of
products are provided in XML format was included.
Sign up and log in through social media accounts is now supported including Facebook and Google+ and offer the availability to import contact data to Kentico.
Expanded email marketing (adjusted graphic newsletters and messages for the
user to discover further functions on the site) is included.
Marketing automation processes, such as an invitation to add reviews
(customers receive an email asking for a review of the purchased product after
several days) or a series of messages to reactivate a customer who has not purchased for at least four months, are now available to Perfumeria’s team.
Advanced e-commerce integration with Google Analytics.
A quick view of the product list now offers the opportunity to buy without visiting a card product.
Custom information about customers has been imported from the Comarch ERP
and is used for marketing automation, and custom macros were also made for
that purpose.
The new blog is ideal for content marketing and social media.
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All marketing features are running, and Kentico collects data about customers
and visitors. Together with Parfumeria’s Marketing team, Predictes prepared a
new e-marketing strategy designed for the whole company ecosystem, and it is
waiting for approval from company board. During this waiting period, the
marketing department uses an easy-to-use marketing automation processes
including the Campaigns, Newsletters, and Web Analytics or Store Report
features in Kentico.
Perfumeria.pl needed a highly scalable platform that would elastically and
cost-effectively support periodic peaks in traffic. Microsoft Azure fully supports
Kentico Web Farms. It is important because the company was looking for an
e-commerce solution that would provide stable performance, high availability,
and scalable marketing features.
With the support of an experienced Microsoft business partner, Predictes,
Perfumeria.pl launched Microsoft Azure WebApps with a separate marketing
database.
Custom modules automatically create tens of thousands of URL aliases. Predictes
created a better product structure for easier navigation and SEO, to minimize the
amount of 404 errors because it was necessary to support the old URL structure.
Results
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Kentico makes it easier to compete for customers with the leaders of the Polish
market such as iperfumy.pl or sephora.pl, etc.
A successful relaunch of the e-commerce sales plan was achieved. The first
customer bought a product 15 minutes after the official start of the new website.
Clear design with better information about products was included. A friendly
checkout process makes customers more satisfied, so over 45% of them made
more than one order.
An almost real time stock and order status means that a greater range of products is now supported.
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Positive reviews in the market and the number of queries to Predictes from
companies connected to those markets grew by 300%.
Time on site increased by 15%, social customer engagement by five percent,
and the number of comments and reviews by 30%.
Orders increased by 10%.
Product detail inquiries dropped 50%.
Reduced costs (because an external mailing system is no longer used) were seen.
Marketing automation, lead scoring, and personalization have all provided new
possibilities to the marketing department.
Better use of the marketing budget because the department can account for
campaigns and conversions.
The open rate for personalized newsletters has increased by more than 50%.
Using Windows Azure provided flexibility and full control of costs.
Key criteria for choosing Kentico
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Friendly and clear hotfix policy. Quick and well-informed Support team.
Kentico is an all-in-one solution that supports web content management,
e-commerce, online marketing, personalization, and marketing automation.
It is easier to use and manage a complex system than integrating many small
solutions for each purpose.
It is very important for Predictes’ clients to have all of their customer data stored
on their server.
Kentico fully supports Windows Azure deployment. Microsoft Azure, compared
to the traditional on-premise infrastructure solutions or even hosting services,
gives Perfumeria.pl much more agility. It allows Perfumeria to change the server
power dynamically in connection with the periodic highs and lows of sales
seasons. That cloud service allows Perfumeria to deliver an improved experience
to visitors because nobody wants to wait for a website to load.
Implementation of Kentico on Microsoft Azure Web apps also brought cost
savings. “Regarding the total annual cost of maintaining the solution; Microsoft
Azure turned out to be much cheaper than traditional hosting. At the same time
we achieved substantial cost and time savings related to the ease of
administration and maintaining servers thanks to simple configuration and
automation mechanisms," says Jan Łożyński, Project Manager, Predictes.
Predictes has been a Kentico partner for many years, so the choice was obvious.
Kentico has the best-in-class ratio of value to price and overcomes the disadvantages of open source or dedicated solutions. Implementation of the Kentico
EMS server license is a unique solution for their clients; one which has so far
been available only to corporations.