L'etual completed automation of work of call center

The implementation project of IT solution of support of online sales is implemented by EPAM Systems company - the new online store on the Oracle ATG Web Commerce platform is constructed for L'etual company. This first implementation in Russia and the CIS of corporate solution for e-commerce.

Start

The information system which is earlier used in L'etual for support of electronic trading had limited feature set which did not allow the company to implement adequately modern approaches to cross and multi-channel trade with flexible management of the directory, segments of buyers, promotion actions expanded with sales, SEO mechanisms. Therefore the decision on development of the next version of online store - on the new platform, for support of electronic sales and marketing was made.

A choice is made for benefit of Oracle ATG Web Commerce v10. As a part of key features: modular architecture and flexible configuration under specifics of business of the company, support of a full stroke of electronic trading (including cross and upsell-sales), convenience and ease of content management, ample opportunities for merchandising and personalisation of offers, etc.

Project implementation is charged to EPAM Systems company.

Solution

The design of web shop is completely updated, the new directory and the system of navigation on categories of products are developed, full-text search on all characteristics of goods with an opportunity to save separate positions from the provided range in Favorites for the subsequent acquisition is implemented.

Solution integration with a 1C system allowed to check automatically at the order existence of goods in a warehouse and a message of history of customer orders. Thanks to integration of Online store with a payment service of Assist buyers can pay purchases online using plastic cards (Visa, MasterCard, EuroCard, DCL, JCB) and electronic cash (WebMoney, Yandex.Money, e-port, Kredit Pilot). At order placement gift and discount cards and also discount coupons are considered now. Development of Personal account service allowed clients to save delivery addresses, to browse the history of the orders, to send messages of administration of Online store, etc. In addition there was an opportunity to configure advertizing and special campaigns for specific segments of buyers.

Result

New Internet-magazin's creation helped L'etual not only to make purchase process more convenient and pleasant for clients, but to have new opportunities for increase in sales volumes.

Maxim Usanov, the project director from L'etual company, noted:

• The value of this project is that it gave us an opportunity quickly, effectively and in full to solve tasks which are set for us by business. And if the technologies used earlier did not allow to react rather flexibly and quickly to market calls, then now we received the tool which lifts these limits and gives the chance fully to implement our business plans.

Nikolay Zaytsev, the CIO of L'etual company, added:

• For L'etual expansion of sales via the Internet is one of the main priorities. Taking into account rapid development of e-commerce to achieve this objective without use of modern industrial IT solution it is impracticable. We selected the Oracle ATG Web Commerce v10 platform which in the best way conformed to requirements of the company in respect of architecture, functionality, scalability and efficiency for business from systems presented at the market. When choosing the supplier of the solution for us knowledge of specifics of e-commerce and good technology skills were important its experience with the trading companies. In this sense EPAM Systems met all our expectations.

Valery Makovik, the head of Competence Center of EPAM Systems on Oracle ATG technologies, emphasized:

• The project in L'etual is of particular importance for EPAM Systems as it is connected with the first implementation of the Oracle ATG platform in Russia. Today these technologies are included into an arsenal of many leading companies worldwide and actively used for increase in efficiency of e-commerce. We hope, as for L'etual the Online store constructed on the basis of Oracle ATG will become the reliable and powerful assistant in achievement of business objectives. In return EPAM will make every effort for further cooperation with L'etual and development of the created solution as the instrument of multi-channel customer interaction.

Project Development

On July 22, 2015 it became known of the project of automation of work of call center completed in April, 2015 in L'etual company.

As the partner in the project the EPAM company acted. As the platform the solution Oracle Commerce Service Center is selected. Implementation L'etual increased the number of the executed orders, reduced the level of operating expenses and promoted in a question of the organization of multichannel electronic trading.

L'etual shop, 2015

In 2012 L'etual upgraded online store on the Oracle Commerce Service Center platform and offered buyers an expanded set of opportunities and services for the choice and purchase of cosmetic and perfumery goods. However the system used in contact center of shop complicated processing of orders. In particular, operators could not change structure of the order at the request of the buyer and recalculate its cost taking into account a personal discount of the client. There was no opportunity - at a conversation with the buyer - to see the history of his purchases and addresses that limited additional sales and reduced efficiency of complaint handling of clients.

Besides, implementation of IT solution in the form of the client application did not allow to increase during a "hot" season the number of call center agents. An important shortcoming - absence in the application of functions for efficiency analysis of operators.

During the project implemented by EPAM and L'etual in four months, the solution Oracle Commerce Service Center is localized and finished for support of features of business of the company, integrated with the ERP system and the application for work with the Russian service of the addresses KLADR.

Eliminating defects of the previous implementation, the solution Oracle Commerce Service Center helped to distribute automatically the different types of tasks arising when processing orders of operators with the corresponding roles. At the same time for operators the possibility of the choice of tasks and orders from registers, search of orders and clients in base is saved.

The special reports forming using the BI solution functionality help to control and estimate quality of work of contact center. Unlike the former solution, Oracle Commerce Service Center works as the web application that the number of the operators including working far off helps the customer to increase quickly.

Start of Oracle Commerce Service Center L'etual provided an opportunity - to promote in a question of creation of omnichannel business and to provide service to the clients. Transfer of Internet and express speaker circuit of service to a single platform cut down operating expenses on IT.

By means of the implementing solution L'etual could cope with growth of load of online store during a hot season and increase percent of successfully executed orders, increase total revenue.

Elena Babarik, the commercial director, Alkor LLC and To, (L'etual network), noted: "In e-commerce practically everything depends on service – because of long terms of order processing your buyers can leave your online store and leave to competitors. Upgrade of work of call center and automation of its work with the help of Oracle Commerce Service Center allowed us to reduce significantly waiting time of clients and to offer them faster service".

Ekaterina Busuyuk, the head of department of Internet technologies, Alkor LLC and To (L'etual network), told: "Its limited terms as we had to complete all works till a hot season became the most difficult in the project. Harmonious and high-quality work of the EPAM command helped us to achieve successfully effective objectives".

Yury Ovcharenko, the commercial director of EPAM Systems company, said: "An example L'etual shows that the Russian retailers even more often refuse use of the outdated systems for benefit of industrial platforms with more powerful and complex functionality - and this trend goes in a full consent with what we observe, working at the western markets. Such applications as Oracle Commerce Service Center, give the chance not only to quickly solve a specific business challenge, but also to increase return from investments into IT, not only to cardinally change one of channels of service, but also to increase quality and sales volumes via all channels. Such mature technologies are necessary for success in electronic and traditional trading today".