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Meet Magento UK Watco Crimsonwing Case study

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eCommerce Presentation - Watco Case Study: At Margento's inaugural Meet Magento UK event, our colleague Barry held a presentation together with our client Alex from Watco about our complex eCommerce …

eCommerce Presentation - Watco Case Study: At Margento's inaugural Meet Magento UK event, our colleague Barry held a presentation together with our client Alex from Watco about our complex eCommerce project with them. Watco has multiple brands and eCommerce sites across the world, which means that the single instance of Magento Enterprise, which is the sole eCommerce platform for all of Watco's web shops, has to handle different languages, currencies, tax rules and the like.

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  • 1. Meet Magento UK Watco & Crimsonwing Case StudyA Global Multi-Store & Multi-Lingual Magento Enterprise Project
  • 2. Speaker bios• Alex Barbier – Group Marketing Director – 7 years’ Direct Mail B2B experience – Responsible for marketing strategy of the Watco Group• Barry Thorn – Sales Manager – Responsible for Crimsonwing Business Development – 5+ years client-side ecommerce experience as Head of Online Retail / Online Marketing Manager / Ecommerce Merchandising Manager
  • 3. Alex Barbier (Watco)Barry Thorn (Crimsonwing) Watco – powering online growth with multi-brand and multi-store
  • 4. Overview• Background• Opportunity• Results• Multi-store• The Future
  • 5. Background - Watco• Established in 1927• Traditional pure Direct Mail catalogue business• Needed to go multi-channel to remain successful
  • 6. Background – Why Magento?• Multi-store capability• Scaleable• CMS• Cost Effective
  • 7. The Opportunity• Push new markets / strategies• Gain operational efficiency – – Centralise product info across markets – Integration to central ERP• Empower core teams to trade the site – – Independence over site content – No intervention from Dev Team required
  • 8. Results - WatcoMetric UpliftRevenue 40%Orders 52%Visits 38%New Customers / month 35%Organic search visits 53%
  • 9. Results – Floorpaint ExpressMetric Vs. ForecastRevenue 108%Orders 34%AOV 55%
  • 10. Multi-store on WatcoUK ES US DE FR UKIE AT
  • 11. New country store - stepsBusiness • Cost v. Return Case • Requirements 1 - 3 weeks Scope • Configuration • Integration 1 week – • Design / Theme Build • Bespoke development, etc 1 month • Go live • Monitor 1 weekDeploy
  • 12. Multi-store – task ownershipArea Detail Watco CW 3rd PartyDesign / Theme • Look and feel   • FunctionalityContent • Translations  • Promotions and merchandising • CMS pagesBack office • ERP   integration • Automated or manual?Configuration rules • Tax • Currency  • Payment • Shipping
  • 13. Implementing multi-store• Benefits – – Navision / Magento : 2 platforms for 8 websites – Highly SEO-friendly – Drive targeted marketing effort – Flexibility to move brand positioning in local market
  • 14. The Future• Watco: – 2 * new countries 2012 – 2 * new countries 2013• Floorpaint Express: – FR – Q1 2012 – ES – Q3 2012 – DE – Q3 2012
  • 15. Summary• Ease – all sites can be deployed from 1 MAGENTO INSTANCE• Time – a new country can be rolled out in as little as 2 weeks• Business case - ensure solid business case exists for each new market• Business requirements – do this thoroughly upfront to avoid cost and delays• Ensure ownership, timelines and dependencies understood• Marketing – ensure alignment of marketing effort (SEO, email, etc) to maximise impact of each country rollout