Lamoda automated partner interaction based on Microsoft Dynamics 365 Online

On November 20, 2020 CORUS Consulting Group reported that it automated processes of attraction, an onbording and maintaining transactions with suppliers in Lamoda company. A cloud PRM system based on Microsoft Dynamics 365 Online provided the online retailer with uniform digital space and qualitatively improved service, having reduced the average time of the answer to requests for connection to a marketplace by 1.5 times.

Earlier in Lamoda there was a PRM system (Partner Relationship Management) which was actively used by the staff only of one division for work with commission agreements. However, when the monthly number of requests for connection to a marketplace grew by a third in comparison with the beginning of year, the company decided to pass to the industrial and scalable IT platform which will provide uniform digital space for vendor interaction. Moreover, Lamoda works with small and medium business and also large world brands therefore the IT tool which will provide more personalized communication with partners was required for the company.

As a new PRM system the Microsoft Dynamics 365 Online platform, and as the partner in the project – CORUS Consulting IT company was selected.

The PRM system of the company is a complete solution with two specialized modules: Microsoft Dynamics 365 for Sales and Customer Service. Based on the first of them process of an onbording of suppliers – acquaintance of the partner to the online platform, his maintenance, support, informing and training is automated. As a result all process of work with transactions became visual at each stage, and correspondences with partners come directly from PRM in the improved mail interface and the configured templates. In addition heads of Lamoda automatically receive the reporting under transactions: terms, statuses, responsible managers and many other things. All summary information is available at any time and from any device.

Using the module Service "CORUS Consulting" automated processing of addresses from new suppliers on connection to a marketplace. IT solution ensures joint work of staff of sales departments, marketing and service with partner base. Managers of department of service get access to the complete information on the supplier and the history of interaction with it that helps to render the personified service. In case of delay of addresses of partners the staff of the company receives the letter with a reminder. And in reports the management can trace time of passing of process steps of approval of agreements that also allows to improve quality of service.

For ensuring omnichannel partner interaction of Lamoda, IT specialists configured several important integration from new PRM: with cloud services of Google, the workflow system based on Microsoft SharePoint, Enterprise resource planning, external service " circuit.focus " which allows to obtain the additional legal information about suppliers, and cloud service Azure Active Directory. Thanks to the solution Microsoft Power Automate a part of integration was performed seamlessly.

A PRM system helped us to optimize process of connection to a marketplace of new suppliers – the average time of the answer to requests was reduced by 1.5 times. And thanks to cloud opportunities of IT solution all command effectively works within one system, being in the different countries. We are going to develop a system further: improve interfaces, optimize management of addresses and transfer to uniform digital space based on Microsoft Dynamics 365 Online other departments which are responsible for work with purchases and a B2B-segment, – Darya Hruleva, the head of group of commission trade of Lamoda comments

The project is atypical and interesting for several reasons. First, Lamoda uses functionality of the CRM modules Microsoft Dynamics 365 Online for automation of partner relations, but not clients. Ample opportunities of a system completely closed this requirement. Secondly, the company actively uses cloud computing almost in all the processes therefore integration of new PRM, for example, with Google services became an interesting challenge of this project – as a result of a system among themselves were well synchronized, – Olga Gurskaya, the director of the department of CRM of CORUS Consulting Group notes