Eason & Son "Increasing Revenues by over 100% with Omnichannel Commerce" - Made to Engage
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Microsoft Dynamics and Episerver Commerce case study
Eason & Son
“Increasing Revenues by over 100% with Omnichannel Commerce”
Case Studies A
Project Overview
The way to compete
with a giant is to
capitalise on your Like many traditional retailers, Eason have felt the Made to Engage effectively answered all
size - be nimble and Client pressure from large online competitors, and for a
large bookseller the competition is formidable.
of these requirements and more with the
implementation of Episerver - including its
more in tune with Eason needed a platform which would
key components - CMS; Commerce; Perform
(Behavioural Merchandising); Campaign
your customers. Highlights
deliver complete marketing and ecommerce
merchandising agility - enabling them to blend
(Automated Marketing) and Find (Search).
product and promotional content throughout Eason has developed a strong vision for a
Episerver Commerce the site and related campaigns. seamless omni-channel experience for all
Discover more Episerver Find customers. Made to Engage and Episerver are
Episerver Perform, Reach and Campaign Most importantly, Eason required a platform making that a reality.
For more information on this and other great case Episerver Insight that would support seamless integration to their
studies go to madetoengage.com/our-work Dynamics AX Integration back-office systems (Dynamics AX) for customer,
Avensia Storefront order and product data, enabling us to use this
Savvy Loyalty Intergration data to develop personalisation and automated
Sage Pay Pi product promotion strategies which would drive
relevance and overall customer experience.
2 Made to Engage Eason & Son 3
“
“Eason have developed a strong vision for a
seamless omni-channel experience for all
customers.”
The Plan
This was an ambitious project, both from a
technological and a timeframe point of view.
The entire build had to be carried out in a time
frame which would allow Eason to capitalise
on the largest retail window of the year,
In terms of technology, the project required a
seamless integration between Episerver and
Dynamics AX. This was achieved via the Avensia
Storefront Dynamics AX integration accelerators
and direct integration to Microsoft CRT to
stretching through black Friday to the end of manage the synchronisation of carts, orders and
the January sales. customer profiles.
100%
But with the current technology stack at In line with our agile approach to projects,
Eason, this brought about its own challenges. Made to Engage’s Episerver Commerce
Commencing the build in July, Made to specialist team worked with Eason IT to
Engage prioritised functionality that would establish the required integration patterns
allow Eason to make good headway for the before delivering increased marketing Uplift in transactions
site going live in October. capability and enhanced customer experience year on year
over a series of iterative delivery sprints.
4 Made to Engage Eason & Son 5
“
A platform for unified ecommerce performance, delivering
data driven, personalised customer experiences across
The Technology
channels.
The full Episerver suite includes a CMS and
Commerce platform, along with additional
functions called Perform, Find and Campaign,
which integrate to provide exceptional customer
Episerver Perform, and behavioural
merchandising enables Eason to use
machine learning to automatically present
recommendations to consumers based on their
experiences. We coupled this with Eason’s purchasing and search behaviour on and offline.
current ERP, Dynamics AX, bringing Eason’s Additionally, Episerver Campaign, built for email
brick and mortar systems seamlessly into their marketing and transactional emails, will ensure
digital landscape. every consumer of Eason will feel like their most
important and valued customer.
6 Made to Engage Eason & Son 7
Black Friday / Cyber Christmas Period Post-Christmas Sales
Monday Weekend Late Late Toy Show (Nov 1st – Dec 25th) (Dec 26th – Jan 14th)
60% 39% 49% 75%
The Results
In many ways the figures speak for themselves. The year on year revenue has increased enough to
more than justify the efforts but also provide a clear indication of the impacts that would be
Uplift in revenue Uplift in revenue Uplift in revenue Uplift in revenue expected of the iterations to come in the year ahead.
year on year year on year year on year year on year
68% 36% 54% 100%
The Future
With Episerver Insight now in place, Eason can leverage enhanced digital intelligence through
Episerver Insight and user experience research to enhance their new solution. The combined and
dedicated team of Eason and Made to Engage have big plans for 2018, continuing work to further
Uplift in transactions Uplift in transactions Uplift in transactions Uplift in transactions
develop the platform, bringing us closer to achieving our goal of delivering an exceptional
year on year year on year year on year year on year omni-channel experience to each of Eason’s highly valued customers.
8 Made to Engage Eason & Son 9
Episerver Insight
Episerver Find: is a search engine Episerver CMS & Commerce: is the
used to index and search the engine on which the e-Commerce
Episerver Profile Store 800,000+ products stored in the site is built on.
catalogue.
Avensia Storefront: connects the CRT
Episerver Find Episerver Campaign Episerver Perform Episerver Reach Episerver Perform: provides and Episerver product catalogues
customers with personalised with real time synchronisation of the
recommendations based on their 800,000+ products store. During the
past browsing and purchasing synchronisation process it patches
Episerver Personalisation Engine/
history. books with metadata received in a
Machine Learning Algorithms
feed from BDS.
Episerver Campaign: provides
email campaign management and Commerce Runtime Engine (CRT):
Episerver CMS Episerver Commerce
personalisation based on customer Instances of CRT serve as an
profile and browsing data. abstraction of AX data for each retail
channel whether that is a retail store
Avensia Storefront Episerver Reach: enables or in our case the online store.
real-time personalised content and
merchandising in email for increased Microsoft Dynamics AX: is Easons
The Technology
relevance. choice of on premise Enterprise
Resource Planning (ERP) platform
CRT which manages all aspects of the
business including warehouse,
Architecture Dynamics AX for
Retail
retail store inventory levels, pricing,
promotions, point of sale transactions
and financials.
10 Made to Engage Eason & Son 11
AI Driven
Personalisation
75%
Uplift in revenue
year on year
12 Made to Engage Case
EasonStudies
& Son 13
What Eason Have to Say
“Eason already had invested in skills internally Delivering a complex ecommerce project such
within Dynamics AX for retail the previous year. as this, with a tight deadline for Black Friday,
We looked for a new Ecommerce platform that required a highly collaborative approach. The
would work seamlessly with Dynamics AX and team was made up of our own AX, marketing
would provide our marketing teams with the and ecommerce teams, supported by Made to
agility and capabilities they needed. We Engage and Avensia, leaning on direct support
selected Episerver with the Avensia Storefront from Microsoft where necessary. We’re proud of
connector for AX, with Made to Engage how we overcame the many complex technical
supporting us on the ground with what was a challenges we’ve seen in this project and even
complex but very successful implementation. more proud of the improved customer
experience and business results achieved.
We knew we didn’t have all the skills necessary
in house to make this project work. The success We can now confidently say, we have the strong
of this project is about having the support of a foundations in place to support our continuing
proactive partner on the ground, one who roadmap for a customer-centred omnichannel
deeply understands Episerver CMS and in strategy – to establish Eason as the market
particular Episerver Commerce. Made to Engage leader in its space.”
fulfilled this role with great success.
- Michael Robinson, IT Manager at Eason
14 Made to Engage Eason & Son 15
Contact Email: niall.adams@madetoengage.com Tel: 02890 183135 www.madetoengage.com Belfast Dublin London 02890 183135 01 539 4577 02890 183135 belfast@madetoengage.com dublin@madetoengage.com london@madetoengage.com
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