7 eCommerce Case Studies to Inspire You in 2020
In the highly competitive eCommerce sector, relevancy needs to be a top priority.
One day you’re in, and one day you’re out. Online businesses must constantly be aware of ways to keep their brand and products in front of the eyes of their customers.
That being said, we've pulled together the following 7 real-world eCommerce case studies to help you get more customers and increase revenue.
Browse through this complete guide here:
- Bosch regained flexibility and velocity with headless commerce
- Steinhoff uses headless architecture to drive omnichannel strategy
- Albertsons increased basket-building speed by 25% with personalized customer experience
- HD Supply increased revenue from search 16% with revamping site search experience
- HellermannTyton increased website visitors, search requests and conversion with next generation CMS
- Annie Selke achieved 34% revenue lift from intelligent merchandising
- GrandVision combines content and commerce to create a unified customer experience
[eCommerce Case Study #1] Bosch Regained Flexibility and Velocity with Headless Commerce
As Amazon drives industry trends, it’s essential that B2B brands like Bosch don’t fall behind. With Bosch Power Tools operating multiple global sites, the organisation understood that its customers inherently expect the same tailored digital experience.
This was the business unit’s main challenge - creating multiple unique experiences at the country level, while promoting and aligning holistic experiences globally.
Another challenge which became extremely difficult was scaling and managing features and updates with multiple CMS platforms and infrastructures at a regional level.
In the past, Bosch generally approached technology from a local level to meet the differing needs of users and customers. Its approach was to grab another CMS and stand up the system.
To alleviate the disconnect between experiences and to create efficiencies within the business, Bosch Tools leveraged an entirely new approach that would transform the organisation as a whole.
This came from Sunny’s, Digital Transformation PM at Bosch, realisation that you can take each brand and talk to every country and region, and every brand manager will tell you the hundred things they want - with 90% typically being the same. It's irrelevant which system it comes from. Around the world, generally we all want the same features!
This perspective led Sunny to headless commerce. Headless commerce differentiates from traditional commerce and CMS systems by untethering the backend and frontend from each other.
[eCommerce Case Study #2] Steinhoff Uses Headless Architecture to Drive Omnichannel Strategy
Jamie Danby is Head of Business Transformation at Steinhoff UK and responsible for seeing this challenge through.
By comparing where Steinhoff is today to where the company wants to be in the future, he surfaced certain requirements that would make a seamless omnichannel journey possible:
A customized product experience
An empowered team who can complete tasks independently
The ability to drive conversion rate fast
Rapid and agile deployment
By listing out where Steinhoff UK as a company wanted to go, Jamie was able to find the right technology to match his needs - which turned out to be a platform built with a headless architecture. As he puts it, “It wasn’t about saying, ‘We are going to go headless’ – it was about looking at the requirements and finding the right solutions out there to help us achieve our goals.”
He highlighted two use cases in particular:
A Personalized Experience: Quick vs Considered Buying
For different products, a customer looks for a different shopping experience. Jamie makes the distinction most between a low and high price range.
The product defines how the customer will shop and the digital experience should support that. With Steinhoff’s current technology, customizing the digital experience per product is timely and expensive. But with the headless architecture, that’s all set to change.
The second initiative Jamie wants to kick off is to help the customers customize their purchase online and then visualize it.
That includes site visitors having the option to view how a product would look in a certain room in their house, or whether it would go with existing furniture. Bensons and Harveys already have this function on their customer mobile apps but it’s not yet integrated with the websites.
When Jamie launches the new website, this feature is high on the list.
[eCommerce Case Study #3] Albertsons Increased Basket-building Speed by 25% with Personalized Customer Experience
Albertsons is aiming to provide a consistent and distinctive omnichannel customer experience, both in-store and through digital channels. As one of the first grocery stores to start online delivery back in the 2000s, Albertsons has always been ahead of the curve when it comes to eCommerce.
Now as they consider the grocery industry today, Albertsons is thinking beyond speed and convenience. They want to inspire their customers on what to cook for dinner, offer them multiple ways to shop, and serve up personalized, relevant content wherever they can.
Starting with the existing data, Albertsons realized the poor quality of search results in terms of accuracy and relevance. This naturally contributed to the high bounce rates Albertsons was also experiencing. They wanted to turn this around by elevating the customer experience and increasing basket size.
Central to this transformation was site search. “We clearly see that nearly 50% of our eCommerce online is attributed to search,”
They saw an opportunity with product search and browse solutions to reduce the time it takes to build a basket, increase basket size, and lift conversion rates.
After opting for Bloomreach Search & Merchandising (brSM), “We clearly saw huge improvements,” reveals Shanti, “it’s more than a search box. brSM powers our whole search and browse experience on our eCommerce site.”
[eCommerce Case Study #4] HD Supply Increased Revenue From Search 16% with Revamping Site Search Experience
HD Supply is in the process of rethinking its entire digital strategy. Certain pain points meant the multi-billion dollar company wasn’t innovating at a fast enough rate.
Brooke, Senior Product Manager, eCommerce at HD Supply, is instrumental in the digital transformation to get processes up to speed. Owning everything from the homepage to category pages to detail pages, Brooke was challenged with upgrading the site experience.
Brooke started by looking at the channels available and how customers interact with them. From customer behavior, Brooke realized buyers want to be able to make a purchase quickly and reliably: “They want to be able to find the right products fast, be sure they’re picking the right products, order them and get back to their day. It’s all about making that Add to Cart really easy.” A smooth buying experience was core to the strategy moving forward.
As Brooke started to dig into the details, she discovered some clear experience issues. “Our search was typeahead only, important filters were hidden in a tabbed approach or dotted around the page, and our category navigation was basically unusable.”
Understanding that HD Supply customers want to complete purchases fast, “We revamped our site search experience with the ability to Add to Cart directly from the search bar,” details Brooke. “We still provide customers with typeahead,” she adds, “but we also offer them 3 product suggestions. They now see the product image, part number, price and the Add to Cart button directly in the search bar.”
With these changes in search, HD Supply experienced a 16% increase in revenue from search, “which was really just the algorithm and some search and merch work,” acknowledges Brooke.
Very notably for me,” she continues “our Add to Cart rate from list and product detail pages increased by 4%. That’s huge because it’s a big indication that people are successfully finding the products they want to purchase.”
[eCommerce Case Study #5] HellermannTyton Increased Website Visitors, Search Requests and Conversion with Next Generation CMS
HellermannTyton is the leading manufacturer and supplier of cable management systems, represented in 39 countries around the world. It’s aiming to create a more personalized experience for its customers, while harmonizing its worldwide systems and data internally.
HellermannTyton wanted to ensure relevant data is available, to both HellermannTyton customers and employees, to support business success. Which was, as you’d expect, quite a challenge.
They were looking for a solution that could guarantee consistent product presentation with features, such as search, to support sales and marketing.
Attracted by the strong separation between content maintenance and content delivery, They chose to opt for Bloomreach Experience Manager (brXM) - a java-based enterprise CMS.
HellermannTyton started to build a robust data management system with brXM. This set up the foundation for HellermannTyton’s global eBusiness strategy.
For prospects and customers, they created a powerful, responsive website. The site is centered on personalization and incorporates relevance targeting to cluster even unknown audiences and deliver different content to different personas.
HellermannTyton took personalization to the next level by offering an exclusive personalized area called MyHellermannTyton for its customers. As part of this service, HellermannTyton offers features like favorite lists, last searched terms, and a hardware registry to help customers find products as fast as possible.
After creating www.hellermanntyton.com with Bloomreach, “We saw a continuous increase in sessions, visitors, search requests and conversions,” remarks Alexander, “we easily multiply our content into multiple languages. Our SEO content, for instance, is built once and works in many countries.” Alexander has also noticed that content managers find brXM easy to use, with little training necessary, and save time as a result.
[eCommerce Case Study #6] Annie Selke Achieved 34% Revenue Lift From Intelligent Merchandising
What Annie Selke as a company cares about the most is making people happy by designing beautiful, high quality products that bring joy to customers’ homes.
They care about every detail. From the way you experience their website, through the path to purchase, right until the point you receive the package and open it up. “For us, merchandising from the start was key to our customer experience.” explains Monica Cleveland, CMO, The Annie Selke Companies.
Monica stresses, “It’s super important to show the right products to the customer at the right time and in the place they’re looking for them,” which was the key to Annie Selke’s merchandising success. And there’s no time this is truer than someone heading to the search bar to enter a specific product they’re looking for.
Step 1: Fix Search
“Customers were seeing these irrelevant results and we couldn’t do anything about it. We’d make changes to our backend rules and a new problem would be created - it was just a terrible customer experience.” she remembers.
Since implementing Bloomreach Search, “from a customer standpoint it’s a huge improvement - even before you hit Enter,” remarks Monica. “When you start typing on our site you already get visual product suggestions that other customers searched for.”
“If you show customers what they’re looking for, they’ll purchase.” And the numbers speak for themselves: in the first six months of implementing Bloomreach Search, Annie Selke saw a 40% increase in revenue generated from search.
Step 2: Get the Right Data
Aside from search, “We’ve been asking our analytics team from day one - I want to see which products are selling from which category - and we’ve had zero to limited luck,” admits Monica.
“Before Bloomreach, we all did some sort of manual reporting to try to figure out how to merchandise the categories. We have over 400 categories - it was literally impossible to merchandise all of them manually in a timely manner.”
The Annie Selke companies combines Bloomreach technology with their merchandisers’ expertise for the best results. For some categories the team use only the Bloomreach algorithm. And for others, merchandisers make changes themselves according to the Bloomreach data, which is tracked in the ‘Activities’ section.
[eCommerce Case Study #7] GrandVision Combines Content and Commerce to Create an Unified Customer Experience
GrandVision knows the importance of having a clear vision of what’s ahead. A global leader in optical retailing, their established brands such as Vision Express, Pearle, Eye Wish, Apollo-Optik, Synoptik and GrandOptical, help millions of customers see more clearly every day.
While GrandVision may be best known for their 7,000+ brick-and-mortar stores, it’s easy to see that digital experience will be an increasingly large part of their success – both in terms of online commerce and also digital influencing physical store sales (e.g. omni-channel effect).
GrandVision conducted a deep research into their customer journey to determine the customer pain points and unmet needs. They identified what was needed from a central digital commerce platform to enable a unique and creative customer experience for each of their brands using a single underlying tech stack and solve those needs and pain points.
One significant criteria stood out, the need for a front-end customer experience layer that is decoupled from the business logic layer in order to give their 30+ brands across 44+ countries the freedom to create their own identity while keeping the back-end consistent for easy maintenance and scaling.
With these critical criteria in mind, GrandVision chose a combination of Bloomreach’s Digital Experience Platform, Bloomreach Experience (brX), and the Commercetools “headless commerce” platform as the central engine of their digital channels.
“GrandVision represents the type of innovative retailer that will thrive globally by meshing online and offline customer journey including future channels such as virtual assistants or social selling. That fits exactly with our post-web DNA.” said Dirk Hoerig, CEO of commercetools.
“We are thrilled to help this dynamic company to handle its transactions in all 44 countries it’s active in, with just one commerce platform.”
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