How do you transform Europes largest bicycle cooperative into an online retailer?

How do you transform Europes largest
bicycle cooperative into an online retailer?
ZEG // magnolia // commercetools
Thursday, 05. April 2017
All Rights Reserved @2017 1
Martin Möllmann

Who’s Presenting Here?
• Cloud-based product
• API-driven platform
• Highly scalable
• Language agnostic
• Feature-rich basic offering
• Intuitive Business User tooling
• Low TCO
All Rights Reserved @2017 2Thursday, 05. April 2017

commercetools a Contender in Forrester’s B2C Commerce Wave
Recognized as 1 of 12 globally relevant platforms with a strong fit for modern Commerce
Key Takeaways:
• commercetools scored highest in:
• Emerging mobile touchpoints
• Microservices and service oriented
architecture
• Total cost of ownership
• Customers like its ability to deliver commerce
“à la carte“
• commercetools is a good fit for firms looking
to innovate on commerce

ZEG – What?
• Zweirad-Einkaufs-Genossenschaft
• (Bicycle-Buying-Cooperative)
• Founded 1966
• Ca. 600m € revenue (2015)
• Ca. 650 related merchants with
more than 1.000 stores
• Contracts with all big
manufactures
• Creation of own brands

Digitale Transformation meistern

Search “fahrrad online kaufen”

Online Footprint for own
brands

Thursday, 05. April 2017 All Rights Reserved @2017 8
Create solution
for that fit 650
merchants

Centralized catalog with
merchant specific extensions

Efficient onboarding

Project Approach – Merchant Shops
• Get out quickly to learn and iterate fast
• 3 phases
o Business cards – initial online presence to create awareness
o Window displays – information about products and local availability
o Fully functional web shops – order online and get products delivered or
pick them up in the store
• Create combined dealer platform covering commerce and content
• Focus on onboarding and self-service to ensure maintainability, also
with a few hundred connected merchants

Project Approach – Merchant Shops

Project Approach – Brand Shops
• Kickoff with BULLS shop
• Pegasus went live 02/2017
• Very content-driven pages e.g.
covering Team BULLS, a
professional mountain bike equipe
• Direct delivery or Click&Collect in
merchant store
• Delivery organized by merchant

Complex technique
I LOVE IT
WHEN A
PLAN
COMES
TOHETHER

Technical Approach
• commercetools as commerce
engine
• magnolia responsible for content
creation and rendering
• To ease maintenance: One cluster
of magnolia for all merchants
• To ease product data adjustments:
One central product catalog for all
merchants
• Direct integration of merchant’s
ERP system for price and stock
information
Back Ends -ERP, CRM, WMS, etc
Omnichannel Commerce
CMS
Commerce Building Blocks
PricingCatalog
Shopping
cart Order Inventory Profile Search
Commerce Core
Product
Recommendation
Automated
Bundling
Machine Learning
Merchant
Center
Business User
Tooling
Powered by:

Technical Approach – Merchant Shops
• One central product catalog for all
products provided by ZEG directly
• Including basic price information
• Synchronise data into merchant
specific projects
• Enriching data with stocks and
prices from ERP
• magnolia <> CTP connector allows
to create pages/templates with
commerce data
• Rendering combined commerce
and content data
ZEG Master
Merchant 1 Merchant 2ERP 1 ERP 2
Author + CMS

Technical Approach – Merchant Shops
• Multi-Level design to bring
centralized and merchant-specific
data together and reduce
maintenance efforts
• Merchants can easily add products
to their catalog, which are not
provided by ZEG directly
• Event-Driven architecture to get rid
off bulk/batch updating and
remove peaks

Technical Approach – Brand Shops
• Centralised product data sets are
here also used
• Prices are determined by ZEG
directly
• Merchant’ stocks are synced to the
master
• Synchronise data into brand
specific projects
• magnolia <> CTP connector allows
to create pages/templates with
commerce data
• Rendering combined commerce
and content data
ZEG Master
Author + CMS
Brand

Results
• More than 150 merchants already
live with distinguished product
catalogs and content pages
• Enhanced visibility and online
footprint for merchants
• Content-rich brand pages to drive
consumer loyalty
• Responsive designs to improve
customer experience
• Onboarding of a new merchant in
a couple of hours
• Learnings, learnings, learnings!

Thanks to the Partners
• Founded 2007
• Focus on communication,
interactions and transactions
• commercetools Solution Partner
since 2014
• Offices in Cologne, Hamburg,
Munich, Basel, Berne
• Customers: BMW, FIFA, dyson, O2
• Founded 1997
• Java-based Enterprise CMS with
focus on extensibility
• Recognized as Contender in WCM
Forrester Wave Q1/2017
• Switzerland-based with offices
around the globe
• Customers: Tesco, Thomas Cook,
moo, Avis

This document is created and owned by commercetools. The contents of this document are confidential and
intended solely for the addressee(s). If you are not an intended addressee, you must not disclose, copy, distribute
or take any action in reliance upon this document. If you have received this document in error, please notify
commercetools, http://www.commercetools.com.
Disclaimer

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How do you transform Europes largest bicycle cooperative into an online retailer?

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How do you transform Europes largest bicycle cooperative into an online retailer?