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

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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.

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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”

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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,….