Case Study for Etam
Lucas Liang | October 19, 2011The Challenge
The Etam Group is a French clothing retailer company active in Europe and in China with a total yearly turnover of 1 134.5 million Euros in 2010. During the past few years, the business of Etam has greatly progressed in China. Counting more than 3000 points of sale solely in China, presenting 6 major brands and with a strong investment in the company’s image, Etam has become one of the most reckoned companies focusing in the popular, young and fashionable clothing and apparels in Chinese market. Etam has established its E-Commerce platform in 2006, and hopes to build today a new official website, hoping to enter into the new era in the Chinese E-Commerce market with a brand new look.
After several communications, Etam appoints BysoftChina to build this new E-Commerce platform.
The Solution
BysoftChina recommends using the latest version of Magento Enterprise Edition. Based on the powerful B2C E-Commerce functionalities of the Magento system, we build a platform suitable for Chinese market and Chinese users for online business and brand display.
The customer has a really tight timeline for this rather complex project, and needed the website to be online very quickly. To answer to the customer’s requirement, we adapted the Agile Development method for this project. In only 3 months, with the DI design and functional development, we achieved the following functionalities:
> E-Commerce website with beautiful combination of French styled design and Chinese characteristics
Our talented artist has created a beautiful, popular and delicate design for the front-end interface, which fully demonstrates the market positioning and style of the Etam brand in Chinese market. With the efforts of our developers and integrators, the design now changes into a vivid and functional website.
> Compatibility with multiple popular browsers
As this website is developed for the Chinese market with local online payment functionalities provides, the compatibility of the browsers is the top-most priority that we think about. Same as for other websites we have developed, we require that the website passes the W3C standard validation, and achieve the compatibility for all versions of active IE browsers, as well as other alternative browsers, such as Google Chrome and Mozilla FireFox.
> Integration with the offline VIP members and online E-Commerce users
Through the integration with Etam’s CRM system, we achieved the online consulting of credits and levels of the offline members using our website. These offline VIP users can easily shop online, and can have the same reduction privileges as they have in the retail stores. The effort we put in integrating of old website users now allows them to have the possibility to upgrade user levels and to have same privileges as the VIP users when shopping in retail stores.
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Integration with ERP system
In order to achieve selling products simultaneously on the new E-Commerce website and on the existing Taobao store, we realized the integration with Etam’s ERP system using web services. This allows Etam to manage inventory and allocate products between the 2 platforms easily and without mistake.
> Integration with warehouse delivery system
When a user successfully places an order, the E-Commerce system automatically sends the order information to the warehouse delivery system. Vice versa, the system receives the order status data sent from the warehouse delivery system when an order is being shipped, and allowing the user to view this information on the website to track the delivery status.
> Website localization
To accommodate to the Chinese online shopping user’s habits, we realized a simplified purchase process. The system will remember the preferences during checkout process of a user, and provides a faster and more convenient checkout process. We also integrated Alipay payment method and local delivery methods, which greatly meet the Chinese market.
> Import of huge amount of product data
BysoftChina assisted Etam to import a huge amount of product and customer data, which makes the content of the whole website ready to use in short time.
The Results
In a brief time after the website was online, the new website has already generated a big number of orders. The easy-to-user back-end interface allows our customer to quickly manage all website information and product data. The customer was very pleased that the website was online in such short time limit but with great quality.
With this first E-Commerce website online, we are now devoted to developer the other 6 websites for Etam’s 6 major brands. BysoftChina is proud of the acceptance of our customer, and continues to improve our services with better quality, better agility, and continue to bring more full-featured and better websites to all Etam end users.
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