Supply Chain Success story
Life Technologies improves
e-commerce infrastructure
with the help of Infosys
ife Technologies is a global to make instant purchasing decisions. cart features and streamlined checkout; for
L
biotechnology tools company that Offer all relevant pricing information – example, a roll-down mini shipping cart. It
provides products and services to including shipping and handling – upfront segregates customer profiles and captures
scientists engaged in biological to help customers understand all costs and key gate-keeper information. The system
research, drug discovery & make purchasing decisions easier. also offers targetted pricing, messaging and
development and the commercial production Buy controlled ordering based on customer
of bio-molecules. With a presence in more To facilitate a simple, interactive buying segmentation. The best-of-breed features
than 100 countries, Life Technologies was process. of the e-commerce solution also ensure Life
formed as the result of the merger between Enable customers to view up-sell and Technologies can more easily add future
Invitrogen Corporation and Applied cross-sell options. enhancements to the e-commerce package
Biosystems Inc. The company enjoyed sales Better ensure on-time shipping of orders. as and when required.
of US$3 billion in 2008, currently employs Be able to convert phone, fax and email
around 9500 people and possesses a rapidly orders and provide a seamless buying
growing intellectual property estate of over experience across all communication
3600 patents and exclusive licences that help channels.
accelerate biotechnology research.
The system was also required to provide
Life Technologies engaged Infosys to help customers with the means to look up
implement a comprehensive e-commerce transaction history and track order status, and
solution based on the Comergent (now Sterling also offer a channel where they could share
Commerce Multi-Channel Selling Suite) their ordering experiences.
platform to replace its legacy eCommerce
infrastructure. The new e-commerce solution, ‘4-D’ implementation methodology
implemented on best-of-breed practices, Life Technologies partnered with Infosys to
incorporates ‘Voice of the Customer’ process implement such a feature-rich, end-to-end
to enhance customer experience and e-commerce solution. The programme
satisfaction. This was achieved by improving encompassed a ‘4-D’ implementation
the online buying process and making the methodology process comprising:
merchandising channel more effective. The Enhanced customer experience
solution is also realising cost savings for Life Discover The newly deployed e-commerce solution not
Technologies by reducing call centre costs Requirement analysis, fit gap analysis and only helps customers choose their required
through the introduction of user-friendly online business process re-engineering. products quicker and more conveniently, it
customer self-service features. Design also helps them to customise their required
Functional design, technical design. products if required. Additionally, it offers
Agile, scaleable and adaptable Develop real-time product availability information and
Life Technologies realised that the key to Build, configuration and unit tests. allows accurate and effective tracking of
driving growth was responding to the ‘Voice Deploy orders. In addition, it maintains multiple
of the Customer’ for the development of an System and integration testing, deployment, sales channels: web, call centre and B2B
agile, scaleable and adaptable system. The cut over and support. procurement market places such as Ariba
principal business objectives were: and SciQuest. And, for Life Technologies,
Best-of-breed solution the new e-commerce solution improves
Find Infosys collaborated with Life Sciences to operational efficiency; such as lowering
To ensure online customers could find implement the Sterling Multi-Channel Selling- customer support costs due to the system’s
required products more easily. based e-commerce solution to provide best- enhanced customer self-service features. It
Offer a simpler way for customers to find of-breed features to customers and the ability also allows Life Technologies to better track
the correct configuration for more complex to scale quickly. Customer can now more customer behavioural patterns through
Life Science products. easily access all the required information in improved web analytics, provide a platform
Decide order to make informed purchasing decisions. to build customer loyalty and sustain industry-
To provide appropriate content for customers The system provides enhanced shopping recognised leadership. circlesolid
30
MANUFACTURING
&LOGISTICSIT October 2009
www.logisticsit.com
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