The document discusses a session on cross-channel integration featuring insights from Karel van der Woude and André van Rijn, highlighting the benefits of combining e-commerce and backend system expertise for a streamlined solution. It details the evolution of the BAS group from a retailer to a multi-channel specialist, focusing on their strategic reorganization and the implementation of advanced IT systems for content management. The presentation emphasizes the impact of a multi-channel strategy on growth and efficiency within the company.

1. Kennissessie:
Cross Channel Integratie!
Tips, Tricks en Praktijkcase
Karel van der Woude
Managing Partner ISM eCompany
André van Rijn
Managing Director Diract IT
23 januari 2013

2. Full service e-commerce bureau
ISM eCompany ♥ e-commerce
200 e-commerce professionals
20 jaar e-commerce ervaring

3. Webshop advies

4. Webshop design

5. Webshop realisatie

6. Webshop marketing

7. Cross Channel integratie

9. In 2012 stonden we hier ook !

15. In 2013 vele stappen verder:

16. Cross Channel integratie
“ ISM en Diract leveren door bundeling van wederzijdse expertise
een geïntegreerde cross-channel oplossing waarbij de e-Commerce
front-end expertise door ISM wordt geleverd en waarbinnen Diract
voorziet in de expertise op gebied van integratie met relevante
backend systemen “

17. Cross Channel integratie
Integratie Platform e-Commerce
Concentrator E-marketing
PIM Design & Front-end
Back-end Hosting & Support

18. Reference case
BAS Group
Reference case BAS Group
Reference Case BAS Group
From retailer to multi channel specialist

19. BAS Group history
• Founded 1996, MyCom Shops, BAS Distribution
• Current: MyCom NL/BE, Vobis, BAS Distributie, Dixons, Dynabyte, HSF & more
• 1350 employees, 250 shops, 2500 B2B Customers, 17 active webshops
• 10000+ Orders per day
• 6000+ items on stock in DC
• 300000+ items in assortment
BAS Group history I

20. BAS Group history
• Until 2006 strong growth
• 1997 first webshop
• Focus on stores & fysical distribution
• 1 retail & 1 wholesale webshop, separate systems, no-focus, no growth
• Growth in IT systems, ERP, POS, PIM, EDI, WMS, BI & many tailor-made apps
• Inefficiënt proces, much manual work
BAS Group history II

21. The challenges
• Shrinking turnover and margin’s, growing volumes
• Growing competition, especially on-line
• Limitations in IT infrastructure
• In efficient logistics
• physial limitations to # items
• Need to manage all channels in one system
• … at lower costs
Stock Third party
information
The challenges
Content
Order
information
Item data

22. The Turn around
• 2009, strategic choice for multi channel specialist
ERP not suited for content management
• Re-organisation, focus on high performance IT systems
• Spring 2009 implementation new WMS
• Fall 2009 start of implementation Concentrator
• Introduction MyCom 2.0 shop formula
101010101010
EDI processing
Content
What we need is a ………….?

23. History e-commerce
& Content Management
History e-commerce & Content Management
• On-line shop since1997, first shopping basket
• Until 2005 “extra” shop
• Since 2006 importance of content
• 2007 / 2008 investments in website, marketing, # FTE, structure 
minimal effect
• 2009 reorganisation, start Focus on Content & Logistics, Multi
Channel strategy
• 2009 pick-up orders in stores
• 2009 / 2010 Implementation WMS & Concentrator
• 2010 / 2011 Explosive on-line turnover growth, start long-tail, multiple
front-end labels, brand-stores, etc.
• 2011 acquisition Dexcom

24. BAS growth
• In 2011 acquired Dexcom (Dixons, Dynabyte, Harmony FS)
• 6 weeks to integrate over 250 shops and a logistics operations
•
From doing hard time to success
Replacement of SAP ERP by JD Edwards
• Integration of POS system and multiple webshops
• Integrations of multiple webshops / channels
• Further investments in new releases in 2013

25. Current IT structure
Concentrator management tool overview
Other Stores / POS Webshops Portal
Webservices
Publication Management
Order Web to Print Advanced
Management Dashboarding
Campaign Management Product Information Management
EDI Management CRM WorkflowManagement
Webservices
Vendors Other
Content ERP

26. Result of Introduction
Concentrator
Omzetontwikkeling MyCom.NL

27. Result of Multichannel
strategy
Omzet ontwikkeling MyCom SHops

28. Result of quality content
at right place & time
Conversie % MyCom.NL
Q1 10 Q3 10 Q1 11 Q3 11 Q1 12

29. Introducing Multi Channel @ Dixons
@ Dixons
Introducing Multi Channel

30. Adjusting stores to webshop
Adjusting stores to webshop

31. Verder van gedachte wisselen over cross-channel integratie?
Bezoek ons op stand S03!

32. Uw visitekaartje:
Ontvang exclusief de presentatie per email!
Bedankt voor uw aandacht!
Vragen?
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