Deichmann: omnichannel business at Europe’s largest shoe retailer

 

The family company Deichmann has long entrusted its consulting partner KPS with implementing its omnichannel strategy.

With 3,850 stores in 24 countries and around 38,000 employees, Deichmann is Europe's market leader in shoe retailing. Online business has also been growing strongly for a number of years.

 

A successful partnership since the beginning of e-commerce at Deichmann 

It was back in 2009 that Deichmann tasked KPS with redesigning and handling the entire technical implementation of its online shop. Design and implementation were completed very rapidly and to the highest quality standards. In 2010, the German online shop went to live, paving the way for the international rollout. Dutch subsidiary vanHaren followed soon after. Since February 2012, Deichmann customers in Austria, Denmark, Switzerland, and the UK have also been able to conveniently shop for and purchase products online.

Deichmann chose SAP Commerce Cloud as its central e-commerce platform. The excellent underlying technology, the experienced consulting partner (KPS is one of the few SAP Hybris Platinum Partners worldwide), and the resulting short project duration were the main reasons behind the decision. The shop has been continually optimized, with features including convenient search functionality, additional payment options, 360° views of models, and most importantly a larger product assortment, plus a wider range of choices online.

Mobile and desktop all in one

The mobile shop was launched successfully in 2015, providing Deichmann customers with an entirely new type of shopping experience that is: Better. Faster. More attractive. Enhanced operability, optimized processes, and clearly structured interfaces make mobile shopping a positive experience for users. Shortly after go-live in early September 2015, revenue was already up significantly.

Building on SAP Hybris, the user-friendly detailed design was enhanced with optimal product images that are generated automatically via Adobe Scene 7 in the right size for the particular user device.

Users can conveniently shop for shoes and accessories, view high-quality images of the products and purchase them, even on the move. In addition to the front-end development, back-end processes were adapted and reworked so that the desktop and mobile variants, although based on user-device-specific concepts, are virtually identical in terms of visual design and processes. As a result, Deichmann has achieved a seamless, consistent shopping experience for its customers on all user devices while its IT benefits from more efficient maintenance and further development. Christian Hackel, Head of International Marketing at Deichmann, explains: “Mobile commerce is a key component in our omnichannel strategy and will become even more significant going forward. By further developing our mobile shop, we have taken another giant step forward, offering our customers a high degree of user-friendliness, combined with attractive visuals.”

International rollout: new mobile shop for everyone

The success of the German mobile shop was continued with the rollout to all other Deichmann countries. While implementing the German mobile shop, KPS had already taken into account the international transition to mobile business in line with country-specific aspects. This ensured the efficient rollout of all mobile shops with the same high standards of quality.

Deichmann Plus – a new “world of benefits”

In April 2015, Deichmann reached another important milestone in its omnichannel strategy, with the launch of the new Deichmann PLUS “Vorteilswelt” (a world of benefits) in Austria and Poland. Deichmann PLUS members benefit from exclusive advantages such as special offers and discounts, exchanges without cash register receipts, or previews of new collections – delivering significant added value for Deichmann customers.

Technically sophisticated – simple and convenient for customers

From a technical perspective, the new customer benefits require sophisticated data processes. For example, if prices fall after an article has been purchased, customers can be automatically e-mailed a voucher for the difference, which they can redeem either at the store or in the online shop.

To manage this and other processes, as well as the PLUS members’ specific customer data, Deichmann decided to deploy a CRM solution developed in-house, which KPS integrated into the existing SAP Hybris shop infrastructure via specially adapted interfaces. This showed another major strength of SAP Commerce Cloud: its outstanding flexibility when it comes to integrating external applications.

KPS also developed the usability and web design concept for Deichmann PLUS. 

 

A seamless experience with Deichmann Plus

One particular challenge was designing the seamlessly integrated omnichannel processes to high standards of user-friendliness. For customers, processes remain the same at all touchpoints, and the look-and-feel is also consistent. Customers’ data, activities, and status are available at all touchpoints in the system, no matter whether they wish to log on to Deichmann PLUS in the store, exchange an article purchased online in the Deichmann shop, or take advantage of a bonus offer via smartphone. Thanks to the SAP Commerce Cloud platform, the member's section of the website can be rapidly integrated into other countries with little effort. 

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