M.Video has updated the search capabilities of online platforms

2021: Upgrading site search capabilities and mobile applications

On October 6, 2021, EPAM announced that the M.Video-Eldorado group improved the search capabilities of the site and mobile applications for buyers and sellers. The search solution was developed with the support of EPAM Systems. As a result, M.Video managed to increase conversion and the average check against the background of an actively growing assortment.

The M.Video catalogue doubled compared to 2020 to 150,000 products, including both its own assortment and the offers of partners. Search, filters, and listings help customers find the right items by comparing multiple items on the same page or selecting the right category. The team of EPAM and M.Video developed and implemented a search solution that completely replaced third-party software, provided the necessary functionality and made it possible to halve the cost of it by saving on the cost of licenses.

Within the framework of the project, IT specialists conducted a number of studies to determine, develop and further modify algorithms the search. The solution was based on the use of technology, Elasticsearch logstash, Kibana (ELK) and language. programming Kotlin At the first stage, the search was tested in 12 regions with parallel use in other regions of the previous system, then it was deployed on a full scale online store in M.Video mobile applications.

The solution has been developed and configured for the M.Video catalog and supports its features in terms of the composition of categories, volume and availability of goods. It was equally important to take into account the specifics of user requests for specific products, and when analyzing a search query, the peculiarities of the Russian language. In addition, customer behavior data is used to improve the relevance and accuracy of deliverables. In the future, M.Video and EPAM plan to develop a solution using machine learning components, which will help improve its efficiency and accuracy and provide customers with the most positive customer experience in the field of e-commerce.

{{quote 'author = said Andrey Pchelintsev, head of client products development M.Video-Eldorado. | Our data indicate that 53% of users of the mobile application and 15% of visitors to the site use the search to select the right products. Its speed, relevance of the results of the issue and flexibility largely depends on whether the visitor becomes our buyer. We expand the range through the marketplace format, attracting third-party merchants, so the search becomes especially relevant. As a partner, EPAM has demonstrated a wealth of expertise in e-commerce and data solutions, enabling us to significantly improve our customer experience. For example, customer satisfaction index (Customer satisfaction index) increased by 3.5 pp only due to more accurate and convenient search solutions,}}

{{quote 'author = noted Ilya Romanov, head of e-commerce in Russia, EPAM. | The development of search solutions for retail is a responsible task that directly affects the growth of conversion, requiring both technological and product expertise. Thanks to coordinated work, built communications and processes, a single team of EPAM and M.Video was able to cope with all the difficulties and implement the tasks in time,}}

2017

M.Video (Samfar group of Mikhail Gutseriev) completed by the fall of 2017 a number of projects to improve the functionality and update the design of the online store mvideo.ru. The company changed and simplified the checkout pages and work with the basket, as a result, the process became twice as fast, and the conversion rate of store visitors to customers increased by 5%.

The project partner of M.Video was EPAM, a provider of software development services and digital platforms.

Internet sales of M.Video for the nine months of 2017 showed an increase of 30% to 22.4 billion rubles. including VAT. In the third quarter of 2017, Internet sales of M.Video grew by 55% compared to the same period last year.

In a short time and without a major change in the architecture of the online store, the joint team of M.Video and EPAM managed to optimize the design and technological component of the most important pages in terms of the shopping process. Removing unnecessary components and visual "noise," effectively placing accents when placing blocks and content on pages, the implementation of tips helped make ordering easier, more understandable and user-friendly. Combined with the rejection of the need for the buyer to confirm each step and from completely reloading the pages, this doubled the speed of the entire process, and the conversion rate increased by 5%.

The project was implemented according to the principles of Agile, which made it possible in a short time to make the new functionality available to customers. A/B testing and pilot operation in several regions of the Russian Federation helped to quickly finalize solutions and make changes that were difficult to take into account in the early stages of development.

2015

On October 14, 2015, M.Video announced the launch of an online service for its customers. Now they have a personal account on the company's website and in it - any actions to participate in the loyalty program, manage their bonus account and use bonuses for purchases in the online store. The project was implemented by EPAM.

M.Video store team (2013)

In 2014, with the participation of EPAM, the M.Video online store was modernized, developed on the Oracle Commerce platform. However, to participate in the loyalty program, register bonus cards, check the bonus account and other transactions, M.Video customers were forced to use a separate tool - the portal www.mvideo-bonus.ru. This required additional costs from the company to support the resource, complicated the purchasing experience.

In 2015, EPAM created more than 10 synchronous and asynchronous integration interfaces to integrate e-commerce and loyalty programs, which enable the exchange of all necessary information between Oracle Commerce and Siebel CRM systems and SAP.

With the creation of a single personal account, customers got full access to the M.Video loyalty system directly in the www.mvideo.ru online store - for this it is enough to go to your personal account. You can now perform all bonus card transactions here (link and delete an existing card, issue a new card, view your purchase history, etc.), check your bonus account and use bonus rubles.

It is possible to issue a virtual card used in online ordering and in retail stores using the identification service by phone number. When you shop in the online store, the bonus card is automatically added.

As a result of the creation of a single office on the portal of the company "M.Video," the opportunity appeared Eliminate support for a separate site for the loyalty program and redirect traffic to the website of the online store, reducing costs and in the future increasing the conversion of visitors to the online store to customers.

Increasing the convenience of participating in the loyalty program helps to increase its participants. In the future, the operators of the M.Video call center will be able to use the functionality of single personal rooms when servicing customers.

Roman Gorshkov, head of the department of Internet marketing and e-commerce of M.Video, said: "From the point of view of increasing the efficiency of digital commerce, the project we implemented together with EPAM has a double advantage. For our customers, it creates an opportunity for a more comfortable, complete and diverse participation in M.Video loyalty programs. It allows us to significantly optimize costs and processes, strengthen consumer loyalty and attract a new audience. "

Ilya Romanov, head of the EPAM e-commerce Competence Center, noted: "We are pleased to be part of the initiative to build omnichannel e-commerce that is strategically important for the M.Video business. When implementing each project, we try to rely as much as possible on our experience and competencies obtained in the framework of working with Western and Russian retailers. This makes it possible not to invent a bicycle, but to use proven technologies and processes - and thereby more quickly and qualitatively solve the tasks set by the customer. "

2013

The Russian retail chain for the sale of electronics and household appliances "M.Video" chose a solution for client-oriented commerce Oracle Commerce, the integrator company EPAM16 said on January 16, 2013.

Original Solution

After a thorough review of existing offerings, M.Video has selected an integrated and scalable Oracle Commerce platform that includes Oracle ATG Web Commerce, Oracle Web Commerce Service Center, and Oracle Endeca solutions to support all customer experiences and provide full-cycle multi-channel service.

As a result of the implementation, Oracle solutions will replace the previous M.Video systems, which are not flexible enough to meet the changing needs of customers, and will also provide the opportunity to more effectively use the potential of personal recommendations, promotions and search.

Implementation of Oracle Commerce is carried out by EPAM and Spindrift, Oracle partners with Gold status in the Oracle PartnerNetwork Partner Program (OPN), which will provide business consulting, integration and development services.

Reference points

The solution will support the growth of the network's business through consistent and flexible multi-channel services, including the Internet, call centers, mobile devices and social networks, as well as more than 280 stores in more than 120 cities.

"The service we offer to customers is the basis of our success," said Chris Manham Chris Mangham, Director of Information Technology at M.Video Oracle. "The Commerce solution will help us interact more effectively with customers across all channels and deliver even better and more consistent service that will increase customer loyalty and satisfaction and drive business growth."

"Customers want their interactions to be personalized, targeted and coordinated," said Mike Webster, senior vice president and CEO of Oracle Retail. - Oracle Commerce solution will allow 'M.Video' to get the most out of each interaction with customers, providing advantages for both customers and the company. "