Post on 30-Dec-2015
description
JENNY CRAIG'S SUCCESS WITH SIEBEL AND ORACLE COMMERCE
Eric Matson, IT Director of Enterprise Architecture – October 1, 2014
About Jenny Craig• 40 year-old Weight Management company• 500 company-owned and 150 franchise
Centers in the US, Canada, Australia, and New Zealand
• Owned by Nestle until late 2013, merged with Curves in 2014
• Implemented Siebel company-wide in 2010 (3,000+ users)
• Launched our eBusiness initiative in 2012
Core Application Stack (Before)
• Oracle Siebel 8.0.0.13• Oracle Business
Intelligence Enterprise Edition 10g
• Oracle Database 11g• Oracle Exadata
• Oracle JD Edwards 9.1• Oracle Incentive
Compensation• Informatica Power
Center 9.1
Challenges• Revenues from online sales were dismal• Competitors were far ahead in eBusiness
space – need to play “catch-up” to win• Our customers expect online and mobile
capability - we were not meeting expectations• Web profiles and Siebel CRM were not
integrated
Business Goals• Deliver 10x increase in revenue from eBusiness channel
by 2016• Target revenue sources: Memberships, Food and Product
Sales• Provide a “seamless” program experience for offline and
online members– Planning and Tracking of meals, activity, mindset, and weight
loss– Menu plan and a la carte ordering– Purchase Food Online or in-Center
• Provide Marketing with a 360°view of members
Approaches We Considered1. Continue to build out our existing, home
grown .net e-commerce site2. Add a low cost, off-the-shelf e-commerce
component such as Magento, Storefront, etc.3. Deploy Oracle Commerce (ATG) 10.1 with
personalization, segmentation, targeting, merchandising, and content management
Why we selected Oracle Commerce• Robust, best-of-breed components • Architected to support higher volume and
revenue growth• Business-enabling features (BCC)– content management– merchandising– customer service
• Powerful integration layer
Core Application Stack (After)• Oracle Siebel 8.0.0.13• Oracle Business Intelligence Enterprise Edition 10g• Oracle Database 11g– Exadata
• Oracle JD Edwards World 9.1• Oracle Incentive Compensation• Informatica Power Center 9.1• Oracle ATG • Oracle eStara Click-to-Call, Click-to-Chat• Oracle Managed Cloud Services
Design Goals• Leverage our existing Oracle and third-party
application stack• Maintain Siebel as master for Contact, Product,
Pricing, and Order• Administer once, deploy to all channels• Enable the business – limited IT involvement• Scale to support a $200M online business• Out-of-the-box, out-of-the-box, out-of-the box…
Our Line of Attack• Integrate Siebel and ATG, taking into account
– Data Center security requirements (OMCS)– Third party integrations– Siebel data mastering – Temporal data needs– Omni-channel usage– Maximum flexibility for eBusiness department around
promotions, pricing• Everything sent from ATG to Siebel using native Siebel web
services (SOAP).• Everything sent from Siebel to ATG using batch interfaces
ATG Siebel Data Integration Architecture
New Metrics
New Metrics
New Metrics
New Experience• > 90% of day-to-day changes can be made by
eBusiness team (in the BCC or Siebel)• New center member is automatically enrolled in
Website• Improved member experience: – New members purchasing online are recognized when
they walk into the Center – Existing members are recognized by website when they
register
• Marketing has a 360 view of all member activity!
Lessons Learned• Make sure to have a solution architect with good understanding
of Siebel and ATG.• Use real-time or near-real-time interfaces whenever necessary
(batch processes create timing issues).• Oracle Managed Cloud Services provides many benefits but adds
a level of complexity to plan for.• Log ALL transactions at each potential break point.• Send more data than you think you need (both ways).• Picking one system (Siebel) as the master let us leverage our
existing systems and processes.• Siebel and ATG are highly complementary to each other in our
application stack.
What’s Next?• Order online, pick up in Center• Integrations for Attribution Modeling• New member referral program• Shared credit card tokenization• Integrated social media• Integrated weight loss journey, tools• MDM, Marketing, Loyalty…