DiHouse implemented management tools e-commerce

On February 16, 2016 Consist Business Group announced project completion of implementation of the complete solution SAP Hybris for the organization of e-commerce in diHouse company.

Project Task

Since the end of 2012 the diHouse company doubled personnel, the structure of the organization and processes were not in time behind business growth. To hold positions in the market and to move forward, management of the company decided to arrange sale, to provide control and the analysis of sales by regions, clients, products, to increase the volume of cross-sellings, to create the platform of e-commerce, convenient for clients, with modern interfaces and convenient services for carrying out any transactions.

Action of diHouse (2013)

As a technology platform of a system SAP Hybris – the complete multifunction solution for the organization of omnichannel e-commerce is selected. Consist Business Group acted as the partner in implementation.

Using SAP Hybris we increased the processing speed of standard shipments, and now our managers can find more time for individual transactions, expansion of an assortment matrix – to cross-sellings and involvement of new partners. Thanks to the new system created together with Consist Business Group we see a direct effect from implementation of instruments of digital-marketing: the partner base and the range which is purchased by each partner extends. We made every effort to make information on goods on the portal to as much as possible complete and available each client without the address to the manager. Images, technical characteristics, a tape of the "similar goods" which are selected by a system on the predeterminated algorithm are available to each position of the directory. We try to make everything to facilitate to the client the choice of products interesting to it. Marina Syunikayeva, E-commerce director of diHouse

Project Progress

At the first stage consultants of Consist Business Group jointly with specialists of diHouse inspected and described the main business processes in as the is format on the basis of which developed to the be model on circuits of Sale, Logistics, Marketing. Need of reengineering of processes is connected with need of correction of approaches for the organization of transactions of purchasing departments, sales, logistics and marketing before an exit to online sales channels.

In implementation process of the project services of management of the customer base (partners, legal entities, contact persons) are step by step optimized and automated:

• personal account,
• accounts receivable management and credit lines,
• management of the addresses and delivery modes;
• management of the product directory – process of maintaining data of the product directory from a goods card institution in the ERP system before the publication of data of the directory on the website is systematized;
• management of pricing – services for setup and calculation of the personal prices and discounts depending on commitment of the client, terms of the contract, a rate of financing, a payment deferral and the current marketing activities are implemented;
• management of customer service.

The internal processes influencing maintenance of optimal trade inventories and processing speed of orders were fulfilled separately:

• process of quoting of goods on sales channels, regions and certain partners is automated.
• processing of orders became more perfect due to optimization of acceptance and order processing in the conditions of multichannel sales (online orders, mobile devices, orders by phone, e-mail).

In the project progress the methodology of SAP based on the principles of Agile and which is characterized by the iterative approach (carrying out workshops, prototyping of the made project decisions and other features) was used. Each stage is separated into several functionally finished blocks – sprints, lasting up to 6 weeks. Within sprint detailed business requirements were formulated, design and implementation on one functional unit was executed.

The working prototype of the solution for this or that functionality prepared for the termination of each sprint that allowed to hold demonstrations to key users, to execute necessary completions and as a result – to receive functional unit, operable, ready to implementation. Such approach allowed to use widely functionality of SAP Hybris and the acquired experience of other projects of Consist Business Group, to minimize project risks and volume of additional completions of a system, than reduced total cost of ownership a system.

Project Results

In a project deliverable forces of the combined teams of the customer, SAP company and the partner create the full-function online portal of diHouse company including a set of online services and integrated with internal back office management systems (ERP).

Processing of online orders - from acceptance and order placement on the website, before transfer of the order in shipment to department of logistics with formation of a set of necessary documents is completely automated.

The diHouse B2B-portal on the SAP Hybris platform contains powerful tools for the organization of marketing activities:

• maintaining and the publication of marketing content on the website (news, events, programs of vendors, actions, banner advertizing).

At the same time a system allows to personalize content and to automate process of conducting promotion actions, automatically providing discounts for relevant goods of promotion actions at the order of these goods on the website.

Tasks of modern B2B-business of development of customer interaction are in many respects similar to approaches of the B2C-companies. B2B-clients also expect as the personalized approach in communication, and a possibility of omnichannel vendor interaction of goods or services. As a result of long-term cooperation with large B2B-businesses worldwide in SAP Hybris the rich functionality providing effective management of B2B-interaction is saved up. Leadership of SAP Hybris in the field of B2B-commerce is confirmed by independent analysts, in particular the Forrester Research company recognized SAP Hybris the leader of solutions for strategy implementation of omnichannel in the field of B2B recently. We are glad that to community of our clients among whom such large B2B-businesses as Grainger, Rexel, Aramark, Nikon, 3M, the leading company in the Russian market of IT distribution joined. Alexey Pronin, area director of Customer Engagement and Commerce, SAP CIS

For us an important project deliverable was unification of work of different departments of our company and decrease in number of approvals according to each transaction. Transfer of information from the manager's computer on share allowed us to increase transparency of many processes that, together with marketing actions on the portal, with full informing on them on the website – in a goods card, in a basket, in mailings on clients, more than 5 times allowed us to raise indicators of sales via the B2B-portal in only 2 months – from September to November. Today high growth rates of use by clients of the portal for order placement remain – from all sales to the company the share of sales via the portal grows in a share not less, than by 1.5 times monthly. Positive changes are visible also in number of addresses about cooperation from new clients. From the moment of active placement of materials about the new portal on partner resources the average amount of requests increased in 2 and more times. And, comparison concerns not the summer period with a low season, and the periods of normal business activity. Marina Syunikayeva

The online portal of diHouse company is transferred to the mode of trial operation in spring of 2015, internal processes on the party of a back office are optimized for support of all services of the portal.

The involvement of the top officials into the project allowed our customer to make this break in the field of business optimization. Through joint efforts we groped points of force of the company, rebuilt a number of processes and created powerful base – conceptual, resource and technology which, we are sure, will help the company dynamically and to develop successfully. Creation of the portal based on SAP Hybris became an important stage of our joint work, and we thank diHouse company for the put trust and professional work of a project team. Vyacheslav Solopov, director of consulting of Consist Business Group