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Creating a Smarter Shopping Experience with IBM Solutions at Carter's


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Carter's, Inc. is the largest branded marketer in the United States of apparel and related products exclusively for babies and young children.

Their IBM solution now enables Carter's to focus on delivering a customized, smarter shopping experience to their clients and staying competitive in the dynamic retail industry by connecting and transmitting data in real-time between their distribution networks.

Eddie Lizondro, Sr. Manger Integration, Carter's
Satya Kallur, Director, IBM Connectivity, Perficient

Published in: Technology
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Creating a Smarter Shopping Experience with IBM Solutions at Carter's

  1. 1. Creating a Smarter Shopping Experience with IBM Solutions at Carter's Session - 6578 Eddie Lizondro Sr Manager, Integration Carter’s Satya Kallur Director Perficient, Inc.
  2. 2. Agenda • Carter’s – Introduction • Understanding Carter’s Business and Customers • Business and Technology challenges • IBM tools used in the overall Solution • Carter’s Integration landscape • Approach • Future steps • IT Trends in Retail industry 1
  3. 3. Carter’s Story 2 • Leading U.S. brand of children’s clothing, gifts and accessories • Approx. 15,000 Employees • Retail, Wholesale, eCommerce and International business units • 530+ Carter’s/200+ OshKosh B’Gosh stores • 26 consecutive years of growth • $2.8 Billion Revenue • History Highlights: 1865 – Carter’s founded by William Carter 1895 – Oshkosh B’Gosh founded in WI 2005 – Carter’s acquired Oshkosh B’Gosh 2011 – Carter’s acquired Bonnie Togs (Canadian children’s apparel retailer with 59 stores and plans to grow to 160) 2011 – launched eCommerce business 2012 – built Braselton, GA Distribution Center (1.2 million square foot omni-channel facility) 2013 – consolidated corporate headquarters to Atlanta, GA
  4. 4. Carter’s Core Systems 3
  5. 5. Understanding Carter’s Customers through the Generations.. 4 PopulationbyAge(asof2013) BOOMERS (age 50-68) GEN Xers (age 35-49) MILLENNIALS (age 14-34) TBD Gen (age 0-13) Market growth opportunity with population swell entering child-bearing years
  6. 6. Millennial Moms 5 Value: Shops more frequently and spends more, but prefers discount/off-price clothing and specialty stores Digital: Knows a world with 24/7 connectivity and immediate, expansive access to information Social Media: Spends more time consuming media, especially smartphones and tablets Word of Mouth: Trusts other Moms more than brands Personalization: Expects brand to know her and speak to her via her preferred methods Who she is What matters to her • 24 – 34 year old Mom • 83% of first time moms • Largest generational segment: 80 million • $1.3 trillion in annual spending • Carter’s ranks #1 with Millennials as well as Baby Boomers • OshKosh is positioned mid-pack competitively with Millennials; top 3 for Baby Boomers
  7. 7. Challenges • Business Challenges • Why invest in IT and/or newer technology? • Support growth in both domestic as well as international segments • Consolidate supply and demand into a single solution • Increase the collaboration with wholesale and mass customers • Support for multiple distribution centers US and International • Integrate the processes and organization for the replenishment of Carter’s stores • Building towards OMNI-Channel visibility 6
  8. 8. Challenges (contd.) • Technology challenges • Small IT staff • Seamless integration with the vendors to improve the quality, consistency and to reduce the costs • Multiple legacy systems • Consolidate the applications supporting various channels to make it OMNI-Channel • Existing IT Culture 7
  9. 9. IBM Solutions used • Sterling Order Management Systems • Order Management and fulfillment services • WebSphere Message Broker • Enterprise Service Bus for Carter’s • IBM DataPower • Security Gateway • Sterling EDI • EDI and data translation engine 8
  10. 10. Carter’s Integration Landscape 9 Trusted Zone Tax Calculation Gift Cards Drop Ship Vendor Email Service Provider eCom Portal Credit Card Authorization Business User / Call Center Web Store Call Center via UI Identity Management/ Access Management IP Filtering WebSphere Message Broker Product Hub Sterling Order Management System General Ledger Other Data Sources FTP Server EDI Engine Data WareHouse Address Verification Service WebSphere DataPower XB62 Warehouse Management System Account Payable Logistics Product Life Cycle Management Goods Tracking Q Mgr S S S <SOAP> XML File Based Integration Service Service Service Service Interface Interface Interface Interface Error Handling Error Notification Auditing / Logging Scheduler Monitoring Patterns Legend Applications (Internal) Applications (External) Roles Internet
  11. 11. Project Challenges • Multiple projects with different team executing them • Multiple versions of the same applications existed • Sun setting legacy applications and moving business functions to newer standard systems • Business functions being moved in phases in different projects • New tools and applications being implemented as part of overall Solution • WebSphere Message Broker • DataPower • Sterling OMS • Legacy systems primarily interacting via files and DB calls and in batch mode 10
  12. 12. Approach 11 • Enable Carter’s team on use of ESB and patterns typically used • Establish strong foundation by setting patterns for the interfaces across all projects • Pub-sub • Asynchronous • Canonical models • Collector patterns • Established Integration standards and best practices to be used across all projects
  13. 13. Approach (contd.) 12 • Establish frameworks for the Integration layer • Logging • Error Handling • Error notification • Scheduler framework • Interfaces across projects built in an incremental fashion
  14. 14. Additional IBM solutions being considered • BlueWorks Live • BPM • UrbanCode • IBM API Management 13
  15. 15. Technology trends in Retail Industry
  16. 16. Interoperability in Retail industry 15
  17. 17. 16 IT trends in Retail industry • Modernize IT – Services and APIs • OMNI-Channel visibility • Security • Securing IT applications and assets • Deliver the same Customer experience across all channels • Mobility • DevOps maturity • Scalability and Flexibility
  18. 18. Thank You Your Feedback is Important! Access the InterConnect 2015 Conference CONNECT Attendee Portal to complete your session surveys from your smartphone, laptop or conference kiosk.