This page contains a Flash digital edition of a book.
36 CASESTUDY


BOL.COM MASTERS DATA MANAGEMENT


Master product data management implementation helps Dutch online retailer drive online sales offerings and increase efficiency


Given the flexibility and ease of use for STEP, it is incredibly quick and simple to add new categories into our product portfolios, crucial factors which translate immediately to sales results


B


ol.com is the Netherlands’ number one online retail store, with 3.4 million active customers. Its online offering encompasses over 10 million


products, each with over 250 attributes, as well as many automated supplier connections. In 2010, bol.com needed to find a replacement


for its existing catalogue system. It wanted to establish a trusted single-source of product data, to decrease the time and effort required to add product information from new suppliers and also to be able to add new product categories faster. The company was looking for a stable, robust, and importantly, scalable platform, as bol’s product portfolio is expected to grow to 25 million products over the next few years. Scalability, flexibility, performance and functionality were key and a high level of automation was required. In looking for a solution, bol.com was mainly


concerned with product information management (PIM). But, as bol.com uses various IT systems (including ATG, Endeca and Google Shopping), it was crucial that the platform chosen would be one that could also easily integrate with these systems. During the tender process, some of the other shortlisted solution providers demonstrated issues with integration. However, Stibo Systems proved that its master data management (MDM) product was able to feed directly into bol’s IT architecture. The company implemented Stibo’s STEP platform, which creates a single trusted source of strategic information by integrating departmental knowledge to produce an enterprise-wide asset. Its functional tools, data modelling and workflow capabilities are designed to enable a business to drive revenue, reduce costs, mitigate risk and enhance agility through more


RETAIL TECHNOLOGY SEPTEMBER/OCTOBER 2012


efficient gathering, managing and sharing of strategic operational information. “Given the flexibility and ease of use for STEP, it is incredibly quick and simple to add new categories into our product portfolios, crucial factors which translate immediately to sales results. STEP allows us not only manage both our product information, and our volumes of data, but also allows us to look forward to future scalable solutions as our company grows,” said Menno Vis, bol.com manager software development. After the initial set-up, bol.com was able to decrease the amount of time required to add a new product category to its product portfolio. Automated supplier feeds resulted in reduction of time to onboard and deliver content to the web from two months to two weeks, supporting its overall category expansion roadmap. Additionally, bol.com was able to set ‘rules’ within


STEP, as to which books were made available for sale and in which manner.This was an unexpected benefit. After seeing almost immediate business results, bol. com began using STEP to roll out its newest category – baby items. Already familiar with STEP as a result of its pilot implementation in the books category, bol. com was able to go live with the new baby product category in only two weeks. A short implementation cycle allows bol.com to move quickly, introducing new product categories as required. Following the implementation of STEP, bol.com


saw an increase in the amount of sales, an increase in fulfilment rates, lowered order cancellation and overall higher revenues.The amount of available books for sale has increased significantly, with a heightened e-book offering due to automating the description of these products from their physical book counterparts. Vis added: “So far we are very pleased with the solution and are continuing to implement STEP on remaining books, other templates standards and tools to automate PIM further. We are enhancing the data model to meet future categories and will continue to work with Stibo to have our requirements included in the new releases of STEP. “Bol’s use of STEP doesn’t stop at ‘go-live’ stage


either – we are constantly moving to add new product data and manage it across the product channels. STEP is instrumental in this,” he concluded.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40