Industry
CPG
- Enabled state of the art recommendation engines and a new customer engagement platform, without hindering customer shopping experience
- Responsive design helps in better understanding of user traffic (mobile v/s desktop)
- Speeding up the website increases organic traffic by an estimated 20%
- AI personalization saves time for both merchandisers and customers
- Scalability and reliability during flash sales
- Customer focused features to enhance brand loyalty
- Eliminated third party dependency on multiple branches, divisions that fuel the website content and framework and created a one-stop solution for development, integration & production of web enhancements
- Improved, cost-effective & remotely maintained enterprise data warehouse enabling usage of advanced analytics
- Revamped ETL architecture enables decommissioning of older code base and efficient rewriting for new codes
The client’s existing e-commerce platform resided on multiple vendor software and the Datawarehouse (DW) infrastructure was fuelled by de-centralized e-commerce systems made up of complex architecture, which was far from being cost-effective. The absence of a centralized framework resulted in multiple divisions and setups that powered the website. Without a robust pipeline in place for the instream data, turnaround time was high, maintenance costs were increasing, and there was heavy dependency on existing applications, external vendors and data sources. The ongoing ETL processes had to revamped to decommission older code base, enable efficient rewriting for new codes, and thereby align to latest marketing, personalization & user experience initiatives.
Given that data was spread over various data marts and that there was no central DW that could fuel a new framework, testing and deploying a website enhancement model was tedious. To ensure feasible synchronization between DW & the website, MathCo. helped migrate existing and historical data to Sales Force Commerce on Cloud, an e-commerce solution that had all the necessary sophistication for a contemporary, nouveau e-commerce portal. An Automated framework was built to transfer all the data from the existing DW to the SFCC framework on cloud, and create a centralized, one-stop e-commerce platform.
Unifying the ecommerce site for seamless operations and interactions speeds up the website and increases organic traffic by an estimated 20% on an average. Furthermore, switching to a responsive website increases likelihood of repeat visitors by a potential 74%. Here’s how the solution deployed by TheMathCompany enabled the customer to unlock their true potential:
Move to the latest ecommerce platform with no disruption to the customer shopping experience.
Our work accelerated initiatives that centralized customer touchpoints with one source of truth for multiple business functions, and accelerated time to decision making.
These initiatives triggered multiple new horizons in redesigning data science models that are vital for business, and have direct impact for in-store & online shopping experience and various marketing initiatives.
Here’s a detailed overview of the solutioning process:
Existing Web Framework:
The lack of a centralized sourced hindered the process of working towards various analytical use cases and migrating to a large data warehouse was challenging, as data was spread across many marts. Therefore, MathCo. enabled migration to SFCC, to create a backend warehouse optimized to store needed information for sales force commerce on cloud integration.
Migrating to SFCC:
Data was transmitted to SFCC and retrieved from SFCC via XML (Extensible Markup Language) files stored on an AWS S3 bucket using an agreed data transfer cadence for the newly built digital data warehouse. This enabled the centralization at DW, as well as the web layer, and the SFCC had the necessary sophistication to mobilize a new age e-commerce portal. The website traffic too was scaled gradually to the new platform ensuring zero downtime and outages.