Bubl-Gum (IT Outsourcing Projects)

2021: Creating an online sales channel

The Bubl-Gum brand needed a resource with thoughtful interfaces and UX design based on user experience and meeting the needs of the target audience.

The global goal of the client was to create an online sales channel from scratch, for this you need to implement the following tasks:

• Create a user-friendly interface based on pre-design analysis of the industry and the experience of leading players in the E-commerce market.
• Create content and content storage for more than 30,000 products.
• Implement the process of processing orders and implement it into the company's operations.

The company's catalog for 2021 contains about 30 thousand SKUs. To simplify, data management it is proposed to integrate online store with PIM a -system in Pimcore which everything information about the goods is filled out and uploaded to the site. The initial structure of the catalog and the contents of product cards has been established. Non-typical integration with several systems was required. Pimcore has developed connectors for integration with the site showcase and for integrating the PIM system accounting system with. Apache Kafka

Catalog

• Multiple catalog navigation options configured
• With the help ElasticSearch of the quick delivery of the product range and the search for goods
• A flexible mechanism has been implemented to control the issuance of a matrix of goods depending on the nomenclature group
• Sorting of goods by popularity, novelty, price and discount is available
• The strategy of trust purchase is implemented: in addition to information, the product cards display the rating, the number of reviews and a link to the block with reviews

The system is deployed on a failover cluster to ensure uninterrupted operation with a large influx of visitors (about 2 million per month)

Personal account

• You can edit personal information, add or delete shipping addresses
• An additional marketing tool is implemented in your personal account - the "My Children" tab, the system will remind the user about the upcoming birthday of the child
• The order history is saved in your personal account, the buyer can quickly track the status of order processing
• For goods that are temporarily absent from sale, it is possible to form a waiting list, the user will receive a notification of availability by e-mail

Delivery

• Three ways to receive an order are available (pickup from the store, delivery to the address, delivery to the point of issue)
• For individual geolocations, where only one delivery option is possible, the method is selected by default.
• The delivery cost for the options "Delivery to the address" and "Delivery to the point of issue" is calculated automatically
• Marketing Tools
• Setting up special offers, sales, promotions
• Special nameplates (Promotion, Hit, Novelty)
• My Children tab in the user's personal account
• Up-sale and cross-sale blocks in the item card
• Product Card Recalls

Interface

• We have developed an online store design concept based on the company's recognizable brand book, taking into account the analysis of user behavior and modern solutions in the E-commerce market.

Technology Solutions and Integrations

• Customer Accounting Systems
• Pimcore
• Apache Kafka
• Online acquiring Sberbank
• DaData
• SMS center
• SetRetail
• SberCloud Advanced Cloud Infrastructure
• Elasticsearch
• Delivery services

The online store is up and running. The server architecture is designed for website traffic up to 115,000 people per day, the number of orders - up to 3,500 per day. Convenient and understandable functionality allows you to quickly find the desired product, which increases the chances of selling. For the company, online sales are a new direction. And the fact that users are actively making orders in Click & collect format, as well as making delivery, has become a good opportunity to attract new customers and reach cities that do not yet have the company's stores.