Case Study: Online shop for beauty professionals – really efficient!
For over 50 years DOBI-Inter AG has been supplying hairdressers, nail designers, cosmetic and foot care studios across Switzerland with beauty products. In addition to the catalog, phone orders and the four beauty centers, the B2B online shop is an increasingly important customer channel. As the existing solution did no longer meet today’s requirements, DOBI looked for a partner to launch the new digital platform.
Customer Key Facts
New digital platform for beauty retail partners
Although the requirements in the context of the tender were extensive, clarification was needed in the area of customer and employee needs as well as the process. Therefore, a pre-project was conducted in which DOBI employees as well as DOBI clients were interviewed and observed.
From a technical standpoint the challenge was, that in parallel to the project, a new ERP system was introduced. The ERP «Microsoft Dynamics Nav» is the master for all article and basic client data. In addition, all shopping cart and inventory calculations are carried out by the ERP (Microsoft Dynamics). Therefore, one of the main requirements was the close integration of the PIM (Pimcore) with the ERP.
Integrated customer experience platform
In addition to the user experience analysis, the internal processes were recorded and analyzed through the «job shadowing» method. The employees involved represented all departments of the company from marketing, product and category management, sales, IT to customer service. The gathered insights were then presented, in cross-functional workshops, to the most important stakeholders. Together with the results of the user experience analysis, this formed the basis for the subsequent development.
For the technical foundation, DOBI relied on the new customer experience platform based on Pimcore and Cando’s own products. This is a fully integrated solution that includes a wide range of applications from product information management (PIM), content management (CMS), digital asset management (DAM), e-commerce (B2B shop), marketing automation, and print.
Fast search, «one-click» checkout and flexible content manager
How can you find the right shade of color from over 120 color variations of a hair dye product in a short period of time? The solution was found in an optimized list display of the product variations, an easy search for variants of attributes through «type-ahead» as well as suitable sorting options.
In a B2B context, customers often order the same products to the same address with the same payment methods. This is now even easier, and customers can order with a single click from the shopping cart without going through a multi-step checkout process. Nevertheless, address, payment and delivery options can be changed at all times.
The content pages for topics and brands were created with the Pimcore CMS features and templates. Over 25 DOBI specific content bricks are used which content managers can flexibly arrange on pages.