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kika – the challenge of internationalisation in e-commerce

Implementing an HCL e-commerce platform with a focus on country shops and customer interaction

Bildstreifen einer eingerichteten Wohnlandschaft

Introducing a new international e-commerce platform

Advancing digitalisation and the globalisation that comes with it are confronting numerous industries with new challenges. Competitors are entering the market that were not recognisable as such before. One of the industries struggling with increasing competition is the Austrian furniture sector. It has been battling steadily falling revenues for years. In 2014, our customer kika therefore set itself a goal:

Introducing an e-commerce platform in order to sell its own product range online as well and thus stay competitive.

Logo von kika

Project profile

  • Goal
    Replatforming, internationalisation
  • Duration
    9 months
  • System
    HCL Commerce
  • Industry
    Furniture and home furnishings
  • Type
    B2C
  • Onboarding
    Supported since 2016

Our services

Managed Services
E-Commerce Platforming

The focus was not to be on the home market of Austria alone, but also to open up the Eastern European market.

The system to be implemented therefore had to offer both a range of marketing functionalities and options for internationalisation.

Because of the functions required, our customer chose HCL Commerce. We were selected as the service provider to implement the e-commerce platform. Concluding the contract took between three and four months.

The implementation phase began in August 2014. Just under ten months later, in May 2015, the Austrian platform went live. The planned date was met despite a two-month strategic alignment phase. At the beginning of 2016, further shops went live in Slovakia, Romania, Hungary and the Czech Republic.

Textgrafik: HCL E-Commerce-Plattform, 8 Monate Implementierung, 4 weitere Ländershops

Pick-and-pack – order online and collect at any store

Developing the applications for pick-and-pack turned out to be a particular challenge when designing the platform. This function allows end customers to make purchases online and collect them later at a kika store. The system is able to implement various requirements that are usually covered in the background by a product information management system (PIM). Among other things, it involves a complex link between the system and warehouse and delivery logistics.

Since the platform successfully went into operation, every sales country has been able to run its own country-specific e-commerce campaigns and actively manage them. The strongest growth was also recorded in those countries where the new platform was used particularly actively. In addition, the digital provision of product data and live information on delivery times appear to have a positive effect on revenue.

Beistelltisch mit Pflanzen, überlagert von rosa Farbverlauf und grafischen Elementen
Wohnraum mit Bilderrahmen und Pflanzen, überlagert von rosa Farbverlauf

Key Facts

· High growth rate through active use of the customer interaction platform

· Fast implementation phase of just ten months, including a two-month strategic alignment phase 

Contact

 

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