In 2011, The Entertainer recognized the need to be one step ahead of an increasingly sophisticated consumer, whose preferences switch between locations and channels based on what’s easiest or most convenient at any given moment, and whose loyalty lies with toy brands and not stores. They made the decision to replace their direct, one-way infrastructure with a fully-integrated experience solution.
Omni-channel shopping experience
Ease and convenience are paramount in today’s world of commerce. Consumers are given so many options that any hiccup in the buying process could send you back two spaces, and send the customer straight into the hands of another player. The Entertainer needed an online shopping experience that reflected its core values of outstanding service to stay in the game. They needed to not only match their competitors’ offerings, but go above and beyond. Their main objective was to create a solution for multichannel commerce and fulfillment that would be scalable and extensible to support the growing and diverse needs of the business moving forward. They wanted to improve the look and feel of their website, as well as the user experience, in order to increase consumer engagement and online sales.
After careful consideration, The Entertainer decided to join forces with hybris to create their custom commerce experience. The goal: to develop a platform that would provide a single view of inventory (in-store and online) to support a 30-minute Click and Collect service, and a 90-minute home delivery service. Showcasing hybris’ flexibility, The Entertainer’s implementation partner developed an integration to their existing stock and order routing solution.
This story is part of our special focus on retail. All the articles related to this topic can be found here.
Using the hybris B2C Accelerator allowed The Entertainer to create a multichannel strategy that would make shopping more convenient for their customers. The pay-as-you-grow model for the hybris B2C Accelerator provided the flexibility and multichannel integration The Entertainer was looking for. The platform’s ability to expand with the business, process multiple currencies, and localize languages also ensured the support they needed for their projected growth across all channels (including adding 25 new stores and additional European online merchants within two years of launch).
The Entertainer employed several hybris modules to customize their commerce experience. The web content management system (WCMS) with Order Management helped to increase efficiency and consolidate product content and attributes, and the Advanced Personalization module enabled them to provide customers with targeted content and promotions. With the new platform, they were also able to support and integrate their multiple external selling channels (such as Amazon and eBay) with their online storefront. In particular, they appreciated the integration of all their marketplaces into one system. Having various teams work from the same cockpit has saved them time and reduced confusion.
New Web platform sees quick improvements
The Entertainer’s new site was built on the hybris framework and launched at the end of August 2012, just in time for the peak Christmas shopping season. While many sites find it difficult to maintain performance immediately after launching a new platform, The Entertainer actually saw improvements in their performance from the previous year: site visits, visit durations, and conversions were up, and site abandonment was down.
Next page: Hybris platform helps improve sales
The new commerce experience featured two order-fulfillment services enabled by the single view of inventory created with the hybris multichannel platform: Click and Collect, which allows customers to place orders online and pick up in-store in as little as 30-minutes if products are in-stock; and 90-minute Delivery, whereby customers in applicable postcodes can have their online orders delivered to them directly at home via delivery service Shutl.
“The customization and extensibility of the hybris platform were major contributing factors in enabling us to develop our order fulfillment services that really set us apart, specifically the 30-minute Click and Collect and 90-minute Delivery services,” says Duncan Grant, Multichannel Director, The Entertainer.
Positive development in business and sales
With the new ability to view all store inventory in one place, Click and Collect has grown from 10% of orders to more than 30%. Users can also now track their orders online and access product inventory as they shop. And with an improved design and user experience, average time spent on the site has increased by one minute (from 4 to 5) and overall online sales have increased by 32%. Since the debut of their new site, The Entertainer has been named “Online Toy Retailer of the Year” for both 2012 & 2013 by the prestigious Toy Industry Awards, for their high-quality content and innovative features. In October 2013, they were a finalist in the Best Omni-Channel Retailer category at the World Retail Awards.
Next page: What next for The Entertainer?
Continuing the toy story
The Entertainer is enjoying increased revenues and larger amounts of online orders based on their new fulfillment services, and they are already making plans for exceptional growth in the future. As part of their platform, they purchased the Mobile module which they plan to use to develop an optimized mobile experience beyond what already exists. Also, plans are in place to roll out native language sites in both France and Germany.