DiHouse implements e-commerce management tools

On February 16, 2016, Consyst Business Group announced the completion of a project to implement an integrated SAP Hybris e-commerce solution at diHouse.

Project task

Since the end of 2012, diHouse has doubled its staff, organization structure and processes have not kept pace with business growth. To maintain market position and move forward, the company's management decided to streamline sales, ensure control and analysis of sales in the context of regions, customers, products, increase the volume of cross-sales, create an e-commerce platform convenient for customers with modern interfaces and convenient services for any operations.

diHouse Event (2013)

SAP Hybris was chosen as the technological platform of the system - a comprehensive multifunctional solution for the organization of omnichannel e-commerce. The implementation partner was Consist of Business Group.

author = Marina Syunikayeva, E-commerce director of diHouse With SAP Hybris, we have increased the speed of processing standard shipments, and now our managers can devote more time to individual transactions, expanding the assortment matrix - cross-sales and attracting new partners. Thanks to the new system, created jointly with Consyst Business Group, we see a direct effect from the introduction of digital marketing tools: the partner base and assortment purchased by each partner are expanding. We made every effort to make the information about the goods on the portal as complete and accessible to each client as possible without contacting the manager. For each position of the catalog, images, technical characteristics, a tape of "similar goods" are available, selected by the system according to a predetermined algorithm. We try to do everything to make it easier for the client to choose products of interest to him.

Project progress

At the first stage, Consyst Business Group consultants, together with diHouse specialists, examined and described the main business processes in the as is format, on the basis of which they developed a to be model for the Sales, Logistics, and Marketing loops. The need to re-engineer processes is associated with the need to adjust approaches in the organization of procurement, sales, logistics and marketing operations before entering online sales channels.

During the project implementation, the customer base management services (partners, legal entities, contact persons) were gradually optimized and automated:

• personal account,
• management of receivables and credit lines,
• Manage addresses and delivery methods
• product catalog management - the process of maintaining product catalog data from the establishment of a product card in the ERP system to the publication of catalog data on the site is organized;
• Pricing management - services are implemented for setting and calculating personal prices and discounts depending on the customer's commitment, contract terms, financing rate, deferred payment and current marketing activities;
• Customer Service Management.

Internal processes affecting the maintenance of optimal inventories and the speed of order processing were worked out separately:

• Automated product allocation process for sales channels, regions and individual partners.
• order processing has become more perfect by optimizing the acceptance and processing of orders in multi-channel sales (online orders, mobile devices, orders by phone, e-mail).

During the project implementation, SAP methodology was used, based on Agile principles and characterized by an iterative approach (conducting workshops, prototyping the adopted design solutions and other features). Each stage is divided into several functionally completed blocks - sprints, lasting up to 6 weeks. As part of the sprint, detailed business requirements were formulated, design and implementation were carried out in one functional block.

By the end of each sprint, a working prototype of a solution for a particular functionality was prepared, which made it possible to demonstrate to key users, perform the necessary improvements and, as a result, get a workable, ready-to-implement functional unit. This approach made it possible to widely use the functionality of SAP Hybris and the accumulated experience of other Consyst Business Group projects, minimize design risks and the amount of additional improvements to the system, which reduced the total cost of ownership of the system.

Project Summary

As a result of the project, the combined teams of the customer, SAP and partner created a fully functional online portal of diHouse, which includes many online services and is integrated with internal back-office management systems (ERP).

The process of processing online orders is fully automated - from receiving and placing an order on the site, to transferring the order to the shipment department with the formation of a set of necessary documents.

The B2B portal diHouse on the SAP Hybris platform contains a powerful tool for organizing marketing activities:

• maintaining and publishing marketing content on the site (news, events, vendor programs, promotions, banner advertising).

At the same time, the system allows you to personalize the content and automate the process of maintaining promotions, automatically providing discounts on the corresponding products of promotions when ordering these products on the site.

author = Alexey Pronin, Director of direction Customer Engagement and Commerce, SAP CIS The tasks of the modern B2B business to develop interaction with customers are largely similar to the approaches of B2C companies. B2B customers also expect both a personalized approach to communication and the possibility of omnichannel interaction with the supplier of goods or services. As a result of many years of cooperation with large B2B businesses around the world, SAP Hybris has accumulated a wealth of functionality that provides effective management of B2B interaction. The leadership of SAP Hybris in B2B commerce is confirmed by independent analysts, in particular Forrester Research recently recognized SAP Hybris as the leader in solutions for implementing the omnichannel strategy in the B2B industry. We are pleased that the leading company in the Russian IT distribution market has joined the community of our clients, including such large B2B businesses as Grainger, Rexel, Aramark, Nikon, 3M.

author = Marina Syunikayeva For us, an important result of the project was the unification of the work of various departments of our company and a decrease in the number of approvals for each transaction. The transfer of information from the manager's computer to a shared resource allowed us to increase the transparency of many processes, which, coupled with marketing activities on the portal, with full information about them on the site - in the product card, in the cart, in customer mailings, allowed us to increase sales through the B2B portal more than 5 times in just 2 months - from September to November. Today, high rates of growth in the use of the portal for ordering customers remain - in the share of all sales of the company, the share of sales through the portal is growing at least 1.5 times monthly. Positive changes are also visible in the number of requests for cooperation from new customers. Since the active placement of materials about the new portal on partner resources, the average number of requests has increased by 2 or more times. Moreover, the comparison does not apply to the summer period with a low season, but to periods of normal business activity.

The online portal of diHouse was put into pilot operation in the spring of 2015, internal processes on the back office side were optimized to support all services of the portal.

author = Vyacheslav Solopov, Consulting Director "Consist Business Group" The involvement of the first persons in the project allowed our customer to make a real breakthrough in the field of business optimization. Together, we found the points of strength of the company, rebuilt a number of processes and created a powerful base - conceptual, resource and technological, which, we are sure, will help the company develop dynamically and successfully. The creation of the portal based on SAP Hybris was an important stage in our joint work, and we thank diHouse for the trust and professional work of the project team.