April 8, 2020
Creating superior user experiences with SAP Hybris and the Frosmo Platform

Creating superior user experiences with SAP Hybris and the Frosmo Platform


Today we’ll talk about digital experiences. At Reima, we talk about omnichannel experiences and digital experience is a part of it, As we also meet our customers in physical stores. The experience has to be seamless from the physical stores to online. What drives Reima’s design? easy intuitive Something that you don’t even see, but this is common in web design. relevant in the moment The business we are in is very need-based. When the first snow comes, it’s not only car drivers that are taken by surprise, but also the parents. We need to be vigilant. Weather has a big impact on the business, as well as the webpage visitors. And we want to be and need to be fun. Among these, we have focused more on the first three. But we are working on the fun part. And looking on what Frosmo can do with that. Our customer experience needs to answer two questions: How to dress my child? This is a problem every morning. What will the weather be like? What to put on the child? Next is how to inspire joy of movement for the whole family? As we mentioned, we have worked with SAP Hybris from the beginning. This is the decision that has been made before I joined Reima. The reason behind is because we wanted to have an independent ecommerce platform. and the big controlled platform can provide all the features needed. inventory management, customer service, returns Everything that you need running in ecommerce We manage ecommerce as one entity, and not integrated into other retail systems. And therefore, it’s natural to choose a big ecommerce platform. But certainly, the world was a bit different back in 2011. The customer expectations have changed. We are delivering to 40 different countries, and the international ecommerce team is based in Helsinki. Majority of the ecommerce west which means Europe, Northern America and Canada. We have different ecommerce platforms, for example Russian ecommerce is run in different platforms in Russia, and of course, in China. Those are the ones that we are not running in Finland. The figures in our ecommerce, about 285,000 items are shipped and 110,000 transactions throughout the year. 8 online shops and 7 languages So we are serving in a wide scale of customers. We have chosen to be relevant in the local markets. For example, we have localized online shops for the Nordic languages. Then we have Germany, Poland, and international shops who serve the other parts of the world. So what do we do with Frosmo today? Our common history starts with trying to come up with solutions to the problems as with many ecommerce companies. The platform that we have is not flexible and we are not quite sure how to fix it. So we ask Frosmo, would you be able to help us? That’s how it started. The first big thing was the product recommendations. All of our product recommendations are made by Frosmo. This is something we don’t do in Hybris. Frosmo explores what has been bought, or watched or we have defined, for example, tip to toe outfit, or product bundle logics. For example, if you are buying a beanie, what else would go with that? And we have a lot of single items, such as Reima Go. As a product sensor, it is a product that needs to be recommended to get visibility. So we have built own logic how to recommend that product in different phases of the customer journey. And now I realized that there’s quite a lot of topics related to calculation. If there are people who are working in IT architecture, you might know how difficult it is to get a system to calculate. So Frosmo is helping us with that. Here are the examples These are our most favorite products. winter suit from our product pages These products are the most clicked at the moment. Frosmo checks from our data layer what are the products that our visitors have viewed the most and these are showed on the webpage. These are the most viewed products. Here are the products that are recommended based on what people bought. There’s a logic behind when to show other wintersuits while viewing one. And then there’s this way when you are in checkout. As you know, it’s good to remind, are you sure you don’t want to add beanie, or gloves, or any other item? We can do this with Frosmo. Then we have this example of this fast solution. Frosmo helps us show items that are on sale. Those tags for example, Go, as well as discounts are brought by Frosmo. And then in checkout, when we know that this is a Reima Go product, as there’s a pocket for the sensor. Frosmo recommends the sensor that would fit with the current product. And then there is free delivery calculator that calculates 120€ as the minimum for the free delivery. So it calculates how much more is needed to get the free delivery. So our customers Typically, we are bringing the elements, what customers are expecting faster. And this is the typical way of using Frosmo. We need to scale this on all of our different online shops. We want to bring flexible and easy to use tools to our online shop managers who are able to control by themselves what products are recommended in their own shops. We help them with that. And then we have more of the traditional things such as AB testing. We do a lot of AB testing with Frosmo and we will increase testing in the future. Here’s one example of that testing. Hero element in our category pages and it has worked so well that we decided to implement that to SAP Hybris. So we do AB tests a lot with Frosmo and if the results are good, we leave the elements on site, or go with another testing with Frosmo. Here’s another example where we test how different banners are working in different online stores. So, are there any questions?

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