Success Story Retail

Scalable Ecommerce Platform Supports Brand Growth For Craft Product Merchant

This large private retail chain links rural producers of natural, craft-based apparel, home linen, décor, furniture and food product to modern urban markets.

India’s largest private platform for products made from traditional techniques, skills and hand-based processes links over 55,000 producers to big markets. The products are natural, craft- based, contemporary, and affordable. This client not only helps create a sustainable base for skilled rural employment, it also preserves India’s traditional handicrafts in the process.

As the merchant had added producers to its offerings, its online presence had not kept pace. So, it turned to Apexon to help it regain its competitive advantage. The engagement involved re-platforming its online store and laying the foundation for a richer customer experience and customizable scalability.

  • Founded in 1960 to highlight the diverse craft traditions of India

    Founded in 1960 to highlight the diverse craft traditions of India

  • Retail platform connecting 55,000 rural craft producers

    Retail platform connecting 55,000 rural craft producers with large urban markets

  • Available worldwide online and in store

    Available worldwide online and in store

The challenge

SUPPORTING BRAND GROWTH WITH MODERN TECHNOLOGY

The client’s primary objective was to elevate their online presence to support its growth. This involved an upgrade of the underlying online sales technology and functionality.

Specifically, the client needed to:

Develop a responsive web environment

Develop a responsive web environment to keep up with buyer’s multi-device preferences and project a modern image

Create a streamlined, multi-touch, customer journey

Create a streamlined, multi-touch, customer journey, akin to its in-store experience

Empower business users to be more independent managing functions

Empower business users to be more independent managing functions like online merchandising and promotions; and alleviate the demands on the IT group

Expand payment options

Expand payment options. There was a lack of Indian payment gateways and multicurrency support, constraining transactions and negatively impacting the customer experience

The Solution

A STABLE AND SCALABLE COMMERCE PLATFORM DELIVERING PERSONALIZED CUSTOMER EXPERIENCES

Apexon implemented Oracle Commerce Cloud (OCC), providing a stable and scalable eCommerce platform that delivered personalized experiences for the brand’s diverse customer base. The updated solution eliminated informational redundancies while conveying the brand’s unique identity.

Some of the specific deliverables included:

A responsive site across all devices

A responsive site across all devices for a seamless online-offline transition which led to higher conversion rates

Design of a single catalogue, multi-currency layout

Design of a single catalogue, multi-currency layout to support region-specific product assortments, promotions and campaigns

Adding to OCC’s admin capabilities

Adding to OCC’s admin capabilities and giving business users asynchronous understanding of merchandising capabilities

Improved search capability for single-point movement based on SEO recommendations

Improved search capability for single-point movement based on SEO recommendations and user session replay analysis

An optimized checkout process

An optimized checkout process

Integration with Amazon Web Services (AWS)

Integration with Amazon Web Services (AWS) to host adminUI extensions

Integration of India-specific payment gateways

Integration of India-specific payment gateways in collaboration with the Oracle team

Unified multiple outlets with OTP

Unified multiple outlets with OTP (One-Time Password) and split payment functionality

Extended the integrations for Inventory and Order System Management

Extended the integrations for Inventory and Order System Management, Easyrewardz Loyalty program, and visualization services aimed at 3D rendering

Outcomes

Apexon helped the client expand its reach and accessibility:

Launched the first OCC site in India

Launched the first OCC site in India within three months

Delivered year-on-year revenue growth

Delivered year-on-year revenue growth with curated customer engagement and conversions

Maintained the site’s integrity

Maintained the site’s integrity, even under maximum potential traffic during peak shopping periods

Augmented customer retention

Augmented customer retention through the newly-implemented loyalty program

Ensured ongoing site support and enhancements

Ensured ongoing site support and enhancements with a managed services team

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