What was the objective?
The key objective was to replatform to a market leading ecommerce solution that would be scalable to meet the business’s aggressive growth plans and allow Marketing, without the support of IT involvement, to trade and manage the site, as well as update content and the product range on a regular and often daily basis.
The business needed to be able to react quickly to market conditions and change the offers and promotions as well as introduce new products.
The solution needed to be able to cater for both cash with order and credit business models and support personalised pricing and offers within customer segments. A single view of a customer was required across all business channels (web, mobile and call centre).
The online team wanted to be able to capitalise on SEO rankings which the previous platform was not optimised for and to be able to take advantage of a mobile first experience for customers.
The extensive product range also included personalisation of products which is a key differentiator with the Studio and Ace offerings.
What was the challenge?
Prior to IBM WebSphere Commerce , Express Gifts were running on a largely-proprietary e-commerce java platform with a bespoke catalogue front end that had been developed for over a decade.
The old website had a lot of issues with the look and feel as well as usability issues that needed to be addressed.
The site needed to be integrated into core business systems to provide a single view of the customer from the My Account function and improve stock visibility to increase order conversion rates and reduce the number of customer service enquiries.
The platform which supports call centres had to be rolled out across overseas locations.