LensOnline - Omnichannel transformatie van LensOnline

Transcript

1. LensOnline’ s journey towards future-proof marketing Webwinkel Vakdagen 2025 Omnichannel transformation of LensOnline
2. “Become the leading hybrid premium contact and eye care provider in Belgium, The Netherlands & Italy.”
3. Omnichannel proposition • LensOnline.be • LensOnline.nl • 1000lenti.it LensOnline retails in contact lenses & eye care
4. • millions of different lenses • 300 stores in 3 countries • over 1,200 internal users • Hundreds of thousands of customers • Omnichannel delivery, reservation & payment Supporting ∞ customer journeys Challenges
5. Replatforming LensOnline
6. 2004 Start LensOnline.be Start Omnichannel 2016 2010 2020 2022 2024 ATL reclame Replatforming Shopware Start LensOnline.nl 2025 Start 1000Lenti.it Replatforming 2016 Data-driven marketing 20 years LensOnline
7. • Custom platform on PHP5 with a lot of business functionality in SAP • Marketing automation with basic transactional data • Dashboards with SAP Analytics Cloud 2016 replatforming architecture Challenges • Security & GDPR • No MDM strategy • Scalability • Flexibility​ • Data-driven marketing​ • ...
8. • Eliminate point-to-point integrations • Clear MDM strategy TECHNICAL LEGAL MARKETING • Highly flexible to support cross-business strategy • Highly scalable to support growth in customer base / countries • Secure & support for GDPR • Unified customer profile • Plug-and-play data warehouse • Easy integration to support personalization​ BUSINESS New requirements
9. • Shopware for all websites & POS systems • Segment as CDP • Google Cloud for data management • Ortto for marketing automation • PowerBi for dashboard & reports New architecture
10. We launched an RFI & RFP and selected platform & development partner together. Shopware & Meteor Digital Shopware • Headless API first • Support for custom development • Supports internationalization • Scalability Meteor Digital • Shopware Gold Partner • Proven track record • Experienced team • Local
11. Replatforming stats 01/2023 Kick-off 03/2024 Ready for launch 04/2024 Launch Belgium 09/2024 Launch The Netherlands 11/2024 Launch Italy
12. • 1.2 million lines of code • 3 years of customer & order history imported • Over 200,000 orders since launch • 1,500 support tickets since launch (<1%) • 48 releases since launch Replatforming stats
13. Lessons learned 1. Choose the correct implementation partner (skills, accessibility, responsibility) who makes an effort to understand your business 2. Transforming your architecture also requires you to transform your team, so foresee a good transition period, internal training, follow-up etc. 3. Data driven marketing delivers results while reducing marketing spent and makes your customers happier because you increase your relevancy.
14. Pascal Sabbe CMO / CDO Enjoy the rest of WWVD