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1Confidential
Roy EgasSnr Product Manager
www.officedepot.euwww.viking.com
https://www.linkedin.com/in/roy-egas-8018ba@royegas
2Confidential
Agenda
§ Introduction – Office Depot
§ Starting point – the need for a commerce solution
§ Selection Process
§ Golive
§ What is driving our Roadmap
§ Personalization
§ Business Benefits
§ Lessons learned and experiences
3Confidential
> 20 million online visitors per year
> 250,000 parcels every day
Since January 2017, Office Depot Europe is owned by AURELIUS
> 100,000 orders per day
#1 reseller of workplaceproducts & services
Two Royal Warrants granted for Supply Chain Distinction
First B2B eCommerce websitelaunched in 1999 in the UK
> 66.5 Million catalogues per yearOffice Depot entered
Europe in 1990
Office Depot Europe is active in 30countries with 31 different websites
4Confidential
Direct CorporateContract
Total of 17 Direct sites:• Viking website new style (DE, NL, AT, FR,
IE, UK)
• Viking website old style (BE-NL, BE-FR, LU, CH-DE, CH-FR, IT, ES)
• OD website (FR, CZ, SK)
• OD website (SE – different technology)
Total of 12 Contract iBSDnet sites:• Limited investment over past 5
years; severe functional deficits versus market leaders
Total of 12 Corporate sites:• Corporate site old style:
EU, FR, IT, ES, RO, IE, UK
• Corporate site new style: BE, NL, DE, AT, CH
Starting point – the need for a commerce solution
5Confidential
Starting point – the need for a commerce solution
0%
10%
20%
30%
40%
50%
60%
70%
2009 2010 2011 2012 2013 2014 2015 2016 2017
Viking Direct % sales online eCommerce Imperative
6Confidential
The approach to eCommerce was fragmented … continuing as-is would fail
Roadmap delivers too little, too late to ensure our future
relevance
Starting point of our digital transformation journey
7Confidential
SAP Hybris was selected as the eCommerce Platform moving forward
A B
8Confidential
Golive
9Confidential
What is driving our roadmap
Direct Rollout Implementation Contract Customer feedback
10Confidential
Dec ‘14 Feb ‘15 Aug ‘15 Nov ‘16 Jan ‘17 Apr ‘17 Oct ‘17Jul ‘17
SAP hybris & Tacit Knowledge
selected
Staples acquisition announced
Launch ofDigital Innovation
Centre
Viking Austria Launched on SAP
hybris
Viking Germany Launched on SAP
hybris
Viking Netherlands Launched onSAP hybris
OD EU SaleTo Aurelius Completed
Viking Ireland Launched on SAP
hybris
Scrum adopted by
M&M
Current Status Direct Rollout
11Confidential
Implement SAP Hybris Commerce for Contract
12Confidential
User insights, feedback tools
Tool DescriptionOnsite exit survey, gathering feedback on all aspects of the online customer journey. Provides Customer Satisfaction scores (C-SAT) and insights on what is driving it.
Session recording tool providing video clips of each and every visitor to the site.
Onsite feedback button which visitors can use if they want to leave feedback.
Omni channel customer journey analysis.
13Confidential
Personalization
§ Personalization is more and more important to be more relevant for our customers.
§ With Hybris Commerce we are personalizing:
1. Content 2. Pricing 3. Promotion
§ In Hybris Commerce we use the concept of “price segments”
14Confidential
Business Benefits
Original Business Case was build on:
§ Lower maintenance costs - less tools
- setup ones publish many
- knowledge
§ Increased traffic
- SEO capability
§ Increased AOV- Promotional capability
- Personalization
Realized Benefits
Moved from 13 databases and tools back to 1One small centralized Campaign execution team
Able to get additional resources when required
SEO still the biggest challenge / we do see up to 12%
increase on natural search in some countries with Hybris
Commerce.
For our most valuable customers where we apply a lot of
personalization we measured an increase of AOV.
In total the AOV has not been impact significant enough.
Initiatives are underway to maximize the utilization of the
capability.
15Confidential
Lessons learned and experiences
What worked well?• Use of SI and Forrester in the selection
• Team work and dedication
• ”Watergile” project approach
• Business Activation
• Use of Customer Service Center
• 1 Team, 1 Focus
What would we do different next time…• Data Migration
• Parallel running vs. big bang
• Never underestimate integration
• Communication
• No custom code unless,….
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