e-Commerce for fashion brand
Transcript of e-Commerce for fashion brand
SOLAR • 80 chain boutiques,
– 13 franchise (among others, in Lubeck, Gent and Lviv)
– 7 outlets
• 120 members of external chain and 25 partners in the neighbouring countries
Goals
• Making direct online purchase possible Current collection and outlet
• A tool for offline clients Creating shopping lists and the possibilty to learn about new collection before visiting the boutique.
• SOLAR boutiques are famous for regular deliveries of new products. E-store is supposed to make it possible to follow the new items in the collections, but also to find and buy products, which are already not available in the boutiques.
Online and Offline in the Fashion Industry
The main source of information: online offline
Purchase online offline 1,7%
2,4% 2,4%
The Internet influences 6,5% of the total sales.
93,5%
Crucial is the information
found offline and purchase offline.
n=881 kupujących
Base: n=37 searching online n=844 searching offline. Source: Multibrand ROPO Survey, IMAS i Divante.
Realization
Gathering business demands
Designing interactions according to
the User-Cenetered
Design
Technical analysis and integration
Graphic design Implementation Tests and launching
Survey and optimization
Interactive Prototypes • Interactive prototypes present
how the application is going to work.
• Verifying the designer’s vision against the expectations of the client and target users.
• Conceptual work on the prototypes makes the verification of the ideas cheap and fast.
• In the subsequent phases of the project, the number of modifications diminishes.
• There were 9 different versions of interactive prototypes prepared.
• The work on prototypes lasted 3 weeks.
Microsoft Dynamics NAV
• Microsoft Dynamics NAV – integrated business solution for medium-size businesses.
• Used by over 1450000 users from 80000 firms.
• Includes modules supporting the management of: finances, budgeting, production, distribution, relations with clients, service, e-business, advanced analysis (Business Intelligence) and control.
Integration
• Preparing the project of integration Prepared in cooperation with the client’s IT department, it includes the detailed description of synchronization mechanisms, security systems and data formats.
• Two-way data exchange The number of products in stock, product features, orders.
• Early start-up and tests Testing the integration mechanism at an early stage of the implementation allowed us to map all the flaws and make sure they will not influnce the application’s functioning.
Graphic Designing • Based on the visual
identification and according to the arrangement of the elements within the interactive prototypes:
• A single graphic line was prepared;
• Storyboards for the initial animations were prepared.
• Animations are synchronized with the changing colections (color palette, products).
• After the look&feel acceptance, graphic designs for the subsequent subpages were prepared.
• Graphic designing took 2 weeks.
Graphic Designing
• Graphic design does not compete with the photos of the products and the collection’s graphics. It serves as a frame for them.
• The creation of the graphic design was supervised by the SOLAR experts so as to guarantee consistency.
PrestaShop • PrestaShop is the most popular
European open-source e-store platform. We offer our clients the PrestaShop software, extended with Divante’s original plug-ins.
• Over 100 000 e-stores use PrestaShop.
• The most interesting features of PrestaShop
– SEO-friendly store architecture
– Integration with Polish payment systems and price comparison services
– The possibility of selling virtual products (files)
– Coupon system (discounts, free extras, free delivery)
– Client groups (defining the level of prices, discounts).
– The possibility of the multiplication of a store.
– The possibility of creating multi-language stores.
Specification of PrestaShop and Divante’s plug-ins.
PrestaShop’s control panel
Modifications and Extensions
• For the needs of the project, we modified PrestaShop, adjusting the software to the specific demands. Current collection and outlet.
• A tool for offline clients Creating shopping lists and the possibilty to learn about new collection before visiting the boutique.
• SOLAR boutiques are famous for regular deliveries of new products. E-store is supposed to make it possible to follow the new items in the collections, but also to find and buy products, which are already not available in the boutiques.
Providing Quality
• Designing according to the User-Centered Design
• Internal quality control at each stage of the project – checklists and tests
• Systemic management of demands, changes and service notifications
• All the service notifications and project arrangements are made within the same reporting system.
• The client has online access to all the notifications.
• We use the Redmine software.
The Effects of Cooperation after Launching the Online Store
• Right after launching the store, many orders were placed.
• Conversion rate: 2,21%. • High average order value.
• 68% purchases made during the first visit.
• After a month, as many as 15,9% purchases are fuelled by SEO.