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Doddle: Replatforming to take Click & Collect to the customer – Couchbase Connect 2016


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In this session, you’ll learn how Couchbase helped Doddle, a U.K.-based parcel store network, move to a mobile platform, improving reliability, responsiveness, ease of use, and ultimately deploying click and collect into locations that traditional systems couldn’t reach. We’ll describe our journey, including key issues identified, a description of the technical architecture of our platform, the decision to move to Couchbase Mobile, and our next steps in using Couchbase to enable our logistics platform.

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Doddle: Replatforming to take Click & Collect to the customer – Couchbase Connect 2016

  1. 1. Hi. We’re Doddle. We’re the purple parcel people and we’re passionate about all things parcels. We want to change the way people collect or return their online shopping. We know your customers have better things to do than stay in all day waiting for deliveries or stand in never-ending queues at the post office. There’s no reason why the customer experience for click and collect shouldn’t be as good as your usual in-store experience. That’s where we come in.
  2. 2. Industry trends. 3 E-Commerce GROWING Click and Collect GROWING 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% 0 10 20 30 40 50 60 70 80 90 2012 2013 2014 2015 2016 2017 2018 Ecommerce in the UK Retail ecommerce sales (£bn) % of total retail sales 0 200 400 600 800 1000 1200 2012 2013 2014 2015 2016 2017 2018 Total UK to UK volume (millions of orders) 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% Average percentage of click and collect sales (completed online) Number of Deliveries GROWING
  3. 3. Our Network. We have 70 stores conveniently located across the UK. We’re based in eight out of the ten busiest train stations. All our locations have very high footfall with over 400 million individual commuter journeys annually. We’re open 7-days-a-week, early till late to suit our customer’s busy lifestyle. We’re student-friendly with stores on five university campuses across London, Glasgow, Manchester, Birmingham and Hertfordshire. 4
  4. 4. Core service overview. 5 Col l ec t We’re a click & collection option at the checkout of many online retailers. When we’re not at the checkout, you can still have any parcel delivered to Doddle. Select Doddle as your click & collect option and your Doddle store of choice as your delivery address. We’ll get in touch by text or email when it’s ready to be collected. Not happy with your purchase? We can return shopping to any online retailer. Simply go to one of our Doddle locations with whatever you need sending back and we’ll do the rest. No added paperwork or extra hassles. Thrown out the packaging? Our Parcelistas can wrap and pack your return in pretty purple packaging, too. R e t u r n
  5. 5. Our mobile application. 6
  6. 6. Our retail partners. 7
  7. 7. 8 Carrier specific model. Some retailers have relationships with Carriers which provide the retailer with access to that carrier’s proprietary PUDO network. Retailer Carrier Pick-up point The unique aspect of Doddle’s model is the ability for consumers to order from any ecommerce site and have that parcel delivered into a Doddle store. This results in genuine consolidation of online orders and drives benefits for each of the retailer, carrier and consumer. Doddle model. Retailer Carrier Pick-up point
  8. 8. Supply chain efficiency. Growing parcel volumes and cheaper or free delivery offers are placing a greater strain on logistics. Consumers are choosing retailers based on the best collect and return options due to being let down by poor delivery experiences. Retailers are having to spend more to handle the growing volume of complaints due to delivery issues. 9 Market challenges: Doddle guarantees first time delivery with consolidated drops to our stores, reducing a significant cost to the supply chain. Doddle is developing its own logistics capabilities to take full advantage of the value created by our network. Doddle’s solutions: 100 Home Deliveries PER DAY 100 DELIVERY VANS 11% FAIL 1ST ATTEMPT ONE TRIP TO A Doddle STORE 100 PARCELS transported 100% DELIVERY SUCCESS RATE
  9. 9. 10 Introducing Doddle, The Leader in a growing market.
  10. 10. Our customer experience is unrivalled. 11 We love working with Doddle for many reasons, amongst those we love their collaborative approach, innovative solutions and passionate purple people. Karl Harwood Head of Distribution Missguided The key to any great relationship is trust and from day one, we’ve been confident that Doddle’s commitment to delivering delightful customer experiences means MOO orders are in safe hands. Dan Moross Director of Customer Experience MOO Doddle are easy to deal with, friendly, personal and offer what is arguably one of the best customer service experiences I have encountered. Doddle really are a Doddle to deal with, both from a partners point of view and a customers. Ian Langrish Operations Director City Forex/ “So handy” “Beyond helpful” “I could not recommend Doddle more” “Extremely reliable” “Really lovely friendly staff” “Works every time.” TRUSTPILOT QUOTES.
  11. 11. 12 Our ambition: To be the world’s leading click & collect company. Stores Universities Concessions Neighbour Areas 2016 36 5 50 7 2020 60 30 660 250
  12. 12. Why mobile helps…
  13. 13. Our retail space. 14
  14. 14. Open early until late. 15 • Not just staff – systems need to be open for business • Degrade gracefully if we have connectivity problems
  15. 15. Customer service focus. 16
  16. 16. Old system. • Large physical footprint • Expensive • Slow to deploy • Depended on connectivity • Inconsistent performance 17
  17. 17. Our mobile store system. 18 Agile to deploy Availability and reliability Performance & ease of use The right location Open for business Customer service focus
  18. 18. How Couchbase fits…
  19. 19. Doddle core architecture. 20 • AWS • Use lots of *aaS • Node.js & Python • We’re adopting Lambda
  20. 20. 21 Doddle core architecture. • Event driven architecture • APIs raise events when changes occur • Consumers subscribe to events they care about
  21. 21. 22 Raising events from Couchbase. Couchbase Server Sync Topic SMS CUSTOMER Webhook App • We can’t get events from the mobile app in the same way • We rely on the Couchbase Server webhooks to raise events
  22. 22. 23 Selective replication of data & access control All the data Liverpool ONE London Stratford Manchester Piccadilly Manchester Grafton Street London Liverpool Street London HWH Grays London Road • Sync Gateway channels solve this problems for us • Users have permissions on one or more channels, allowing them to work in multiple stores
  23. 23. Overly complex diagram… 24 Items API Misc Doddle Code/Infrastructure Changes Data Sources (Doddle APIs) Supporting Services Client Android Application Integration Couchbase Mobile Couchbase Server Auth API Gateway Orders Customer Stores Bootstrap Collections Retailer Scheduled Tasks Couchbase Sync Collect- ions function(preadvice) -> create collection record function(store, retailer) -> add security checks function(exception) -> Resolve customer details & update record OCR Image Recognition Zendesk Payment Watcher/ Webhook Concess- ion Events getConfig Integrated Retailers Carrier Carrier List Carriers Retailers Full Full Partial by store Zebra SDK Paypal SDK Sync to Couchbase Mobile Writeto Collections function(updated customer details) -> update collection record Query API (read only) Query: Customers w/collections AWS Mobile Analytics SDK Logcat Error Logging ACRA Crash Reporting Query: Exception Records Doddle Specialists Doddle Core Events Writeto Int Retail'rs Writeto Carrier List function(updated retailers) -> update int. retailers function(updated carriers) -> update carrier list API Client Cache User Interface Application Logic AWS Mobile Analytics? Flurry MobileIron function(event) -> Update Analytics DB Analytics DB MI Dashboards Reporting NAV support. MobileIron CloudWatch Pingdom OpsGenieLoggly Stormpath NextGen FBD v0.1 - 3/4/2016 - MR v0.2 - 5/4/2016 - MR v0.3 - 6/4/2016 - MR v0.5 - 1/6/2016 - MR function(new collection ready for customer) -> notify customer function(new collection ready for customer) -> charge customer function(new item stored) -> copy image to S3 function(item issued) -> remove image from CB collection record function(item not collected) -> expire parcel task Notifications Tasks Tasks Partial by store Writeto Tasks function(update to scheduled tasks) -> update store tasks Auth Returns Partial by store Returns function(new collection) -> add collection charge function(new collection) -> set expiry date function(collect near expiry) -> notify customer function(Analyt ics update) -> Update NAV function(new collection) -> enrich customer details Parcels Doddle Shared Library - Couchbase R/W - Updated Retailers model DAI Submission Client (ignore NextGen items) OpsWorks Environment Availability function(Couchbase record conflict) -> resolve conflict Items API (read only) Resolve Conflicts
  24. 24. 25 Versioning and conflicts. • Particularly when a store drops into an offline state, we expect conflicts • Can happen in the store systems or the backend functions • Resolution is much easier if: • Append only • Record events
  25. 25. 26 Document attachments. • We take a photo of every item passing through the store system for collection • We use Couchbase’s attachment support • A backend lambda function backs up images to S3
  26. 26. So what’s happened?
  27. 27. Delivery. 28 Project concept 9th February 2016 Project started 26th April 2016 First store go-live 14th July 2016 (Henry Wood House) 156 days=
  28. 28. Key decision. 29 Monitor Install & configure Backups Upgrades N1QL Versioning Replication Channels Event Driven Int. Capacity Mgt • The benefits and acceleration we get from Couchbase outweighs the overhead of feeding and watering the installation • Now we have it, we can look to exploit other differentiators from DynamoDB
  29. 29. What’s next? 30
  30. 30. Thank you. @markransby