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22 multiCHANNEL


uK gift company Jellycat has automated its uS business operations following extensive it and electronic data interchange (EDi) integration by Balloon One. the it company has enabled electronic

interaction between Jellycat’s Sap Business One enterprise resource planning (Erp) system, its accellos warehouse management system (WmS) and its uS trading partners. this has automated multiple areas of the business, saving time and labour, and  speeds warehouse,’ Retail Technology November/December 2011 issue, p25). integrating the various systems and

partners using Balloon One’s Springboard communication software is allowing the company to handle a substantial increase in orders without expanding its overheads. “One of the key objectives for the

integration project was to reduce manual   100 independent sales reps serving North american stores and sending in orders by various means, the business creates a colossal amount of information to enter into our systems manually. Balloon One was able to provide a good integration solution for the majority of the reps using web- based system from Brandwise. Before, the integration we would have to log on and print the orders before typing them into our  Springboard has also given Jellycat full control over stock allocation using its WmS. it allows the company to instruct the distribution centre (Dc) warehouse operatives to pick only the stock lines from each order that Jellycat wants picking, rather than picking and despatching the entire order. “Our Dc receives EDi orders from

our larger retail partners and, likewise, we were typing the information into our  Springboard enables these orders to go direct from the Dc into Sap automatically. thanks to the integration, we now import 60% of sales orders and 98% of sales invoices electronically, and we export 100% of shipment instructions to our 

RETAIL TECHNOLOGY march/april 2013

mOrriSONS ENtErS E-cOmmErcE FraY

retailer Kiddicare’s online business at the end of 2011 to enter into the e-commerce grocery market. Ken platt, head of multichannel e-commerce delivery for, recently spoke exclusively Retail Technology about work to launch with longstanding Kiddicare it partner and e-commerce consultancy, Salmon. “We’re building on Kiddicare’s platform


  “We decided to focus on wines because we already had a lot of experience and knowledge in our store wine masters, so we could use their product knowledge to offer a  Built on the same infrastructure as, using iBm WebSphere commerce, coremetrics, Endeca and advanced content management functionality developed by Salmon,morrisonscellar was designed to offer a high quality personalised shopping experience. an interactive taste test allows customers to discover those wines most likely to suit

he uK supermarket chain morrisons has been using the economies of scale it gained when it acquired baby

their palette via three simple questions.a case Builder tool offers the ability to build and keep track of a mixed case of wine, while the site includes integration with Facebook, allowing customers to share information with their friends. platt said Salmon and his team took

 development approach that saw the project discovery phase cut from two to three months to two weeks. “We also launched   he said. Since the site went live late last year

repeat custom has averaged 15%, while all key performance indicators (Kpis) including sales have been exceeded. conversion is also above expectation due, according to morrisons, to the success of the taste test and the depth of product range. platt said the retailer is now working on its e-commerce partnership with lakeland, announced earlier this year, to launch a new joint kitchenware site in spring. “We are working to bring the content together on the back end, using the added functionality  he concluded.

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