DELIVERING PLAYTIME:
How The Entertainer teamed up with hybris
and played to win.
Basics-Callout Box
The Company: The Entertainer, the UK’s largest independent
toy retailer
The Challenge: Upgrade the online store to be truly
omni-channel and follow through on the brand’s reputation
for exceptional customer service
The Solution: hybris Commerce Accelerator
The Results: Award-winning site featuring Click and Collect
and 90-minute home delivery, creating a convenient, multichannel shopping experience, and increasing online sales by 32%
The Entertainer is the UK’s largest independent
toy retailer, with 83 stores across England and
Wales, a successful online brand (thetoyshop.com)
and partnerships with seven external channels
(including Amazon and eBay). Since opening in
1981, it has developed a reputation as the local
specialist with a national presence, built on excellent customer service and choice.
In 2011, The Entertainer recognized the need to be one step
ahead of an increasingly sophisticated consumer, whose
preferences switch between locations and channels based on
what’s easiest or most convenient at any given moment, and
whose loyalty lies with toy brands and not stores. They made
the decision to replace their direct, one-way infrastructure
with a fully integrated experience solution.
Objective
Create an omni-channel shopping experience that sets you
apart from the other players, and get it up and running in time
for the Christmas rush!
Ease and convenience are paramount in today’s commerce
world. Consumers are given so many options, any hiccup in
the buying process could send you back two spaces, and send
them straight into the hands of another player. The Entertainer
needed an online shopping experience that reflected its core
values of outstanding service to stay in the game. They needed
to not only match their competitors’ offerings, but go above and
beyond.
Their main objective was to create a solution for multi-channel
commerce and fulfillment that would be scalable and extensible to support the growing and diverse needs of the business
moving forward. They wanted to improve the look and feel of
their website, as well as the user experience, in order to increase consumer engagement and online sales.
DELIVERING PLAYTIME: How The Entertainer teamed up with hybris and played to win
1
Gameplay
Score more by teaming up with power players and creating
custom advantages.
→→ Choosing Teams
After careful consideration, The Entertainer decided to
join forces with hybris to create their custom commerce
experience. The goal: develop a platform that would provide
a single view of inventory (in-store and online) to support a
30-minute Click and Collect service, and a 90-minute home
delivery service.
Showcasing hybris’ flexibility, The Entertainer’s implementation partner developed an integration to their existing stock
and order routing solution.
“The customization options and extensibility of the hybris platform were major contributing factors in enabling us to develop
our order fulfillment services that really set us apart, specifically the 30-minute Click and Collect and 90-minute Delivery
services,” said Duncan Grant, Multichannel Director.
The Entertainer employed several hybris modules to customize their commerce experience. The web content management
system (WCMS) with Order Management helped to increase
efficiency and consolidate product content and attributes, and
the Advanced Personalization module enabled them to provide
customers with targeted content and promotions. With the new
platform, they were also able to support and integrate their
multiple external selling channels (such as Amazon and eBay)
with their online storefront.
In particular, they appreciated the integration of all their marketplaces into one system. Having various teams work from
the same cockpit has saved them time and reduced confusion.
Playing to Win
The Entertainer’s new site was built on the hybris framework and
launched at the end of August 2012, in time for the peak Christmas shopping season. While many sites find it difficult to maintain performance immediately after launching a new platform,
The Entertainer actually saw improvements in their performance
from the previous year: site visits, visit durations and conversions
were up, and site abandonment was down.
The new commerce experience featured two order-fulfillment
services enabled by the single view of inventory created with the
hybris multi-channel platform.
→→ Click and Collect allows customers to place orders
online and pick up in-store, in as little as 30-minutes
if products are in-stock
→→ A Winning Strategy
Using the hybris B2C Accelerator allowed The Entertainer to
create a multi-channel strategy that would make shopping
more convenient for their customers.
The pay-as-you-grow model for the hybris B2C Accelerator
provided the flexibility and multi-channel integration The
Entertainer was looking for. The platform’s ability to expand
with the business, process multiple currencies and localize
languages also ensured the support they needed for their
projected growth across all regions (including adding 25 new
stores and additional European online merchants within two
years of launch).
→→ 90-minute Delivery: Customers in applicable postcodes can have their online orders delivered to them
directly at home via delivery service Shutl
With the new ability to view all store inventory in one place, Click
and Collect has grown from 10% of orders to more than 30%. Users
can also now track their orders online, and access product inventory as they shop. And with an improved design and user experience,
average time spent on the site has increased by one minute (from 4
to 5) and overall online sales have increased by 32%.
Since the debut of their new site, The Entertainer has been named
Online Toy Retailer of the Year for both 2012 & 2013 by the prestigious Toy Industry Awards, for their high-quality content and
innovative features. As of August 2013, they were a finalist in the
Best Omni-Channel Retailer category at the World Retail Awards.
DELIVERING PLAYTIME: How The Entertainer teamed up with hybris and played to win
2
Next Round?
The Entertainer is enjoying increased revenues and larger amounts
of online orders based on their new fulfillment services, and they
are already making plans for exceptional growth in their future:
→→ Mobile: As part of their package, they purchased the
Mobile module which they plan to use to develop an
optimized mobile experience beyond what already exists
→→ Native Language: Plans are in place to roll out native
language sites in both France and Germany.
Accelerator callout-box
hybris Commerce Accelerator
→→ Key Features
• Omni-channel foundation
• Ready-to-use storefront
• Project delivery framework
• Product and technology documentation
→→ Key Benefits
• Deploy omni-channel faster and at a lower cost
• Increase turnover from online stores
• Deliver strategic growth across channels and regions
• Quickly ramp up development
• Easily customize and extend
Accelerator callout-box
Final Score*
Visits: +8.69%
▪▪Unique Visitors +0.72%
▪▪Average Visit Duration +19.82%
▪▪Decreased site abandonment – 9.94% Bounce Rate
Mobile Visits: +155.56%
▪▪Average Mobile Visit Duration +7.49%
Conversions +1.34%
(Based on a sample of 2.84% of visits)
Last-Interaction-Social Conversions - +7.69%
(Based on a sample of 2.84% of visits)
▪▪Facebook Engagement + 86.65%
(Based on a sample of 2.84% of visits)
▪▪Twitter Engagement + 20.85%
(Based on a sample of 2.84% of visits)
*figures based on comparison of data from same timeframe the
previous year, before platform update.
About hybris software
hybris software, an SAP Company, helps businesses around the globe sell more goods, services and digital content through every touchpoint, channel and device.
hybris delivers OmniCommerce™: state-of-the-art master data management for commerce and unified commerce processes that give a business a single view
of its customers, products and orders, and its customers a single view of the business. hybris’ omni-channel software is built on a single platform, based on open
standards, that is agile to support limitless innovation, efficient to drive the best TCO, and scalable and extensible to be the last commerce platform companies
will ever need. Both principal industry analyst firms rank hybris as a “leader” and list its commerce platform among the top two or three in the market. The same
software is available on-premise, on-demand and managed hosted, giving merchants of all sizes maximum flexibility. Over 500 companies have chosen hybris,
including global B2B sites W.W.Grainger, Rexel, General Electric, Thomson Reuters and 3M as well as consumer brands Toys“R”Us, Metro, Bridgestone, Levi’s,
Nikon, Galeries Lafayette, Migros, Nespresso and Lufthansa. hybris is the future of commerce™. www.hybris.com | sales@hybris.com
Version: December 2013 Subject to change without prior notice © hybris
DELIVERING
PLAYTIME:
How The Entertainer
teamed
up withcompanies.
hybris and played to win
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