Who is the Company

A well-known UK-based brand that sells high-quality fashion, food, and housewares across 50 countries worldwide

The Challenge

The company formed a joint venture with an Asia-Pacific (APAC)-based retailer to make an entry into the growing APAC and Chinese market. They developed a mobile app that mirrored their e-commerce website, but its legacy user interface (UI) design lacked essential features, which resulted in low customer retention.

Given that the mobile app was directly tied to the web APIs, any changes made to the website were reflected in the app UI. These discrepancies often led to device-specific bugs, which were especially visible with images meant for larger screens that looked 'out of place’ on mobile device screens. Entering a new market, the app also suffered from low market visibility and unacceptably low active users.

In brief, to overcome this challenge, the company wanted to:

  • Enhance the mobile user experience to improve basket-to-order conversion rates on mobile devices.
  • Separate backend API and the frontend UI for better control over the development and feature release process into mobile apps only when required.
  • Improve customer retention and mobile device users for a longer term.

    The Solution

    Our e-commerce team worked closely with the client’s Middleware and UI teams to develop new React Native mobile applications for both the Android and iOS platforms. To get shared image data, these applications communicate with the backend SFCC system through Amazon Web Services (AWS) and the existing S7 server.

    Our e-commerce team helped in building a reliable custom API solution to handle a vast array of services while optimizing critical processes for conversion. We integrated key features around profile, promotion, cart, and order management on the app along with providing a comprehensive backend solution on Salesforce Commerce Cloud Business Manager that enables easy data management.

    During the course of the project, our team developed and demonstrated multiple proofs-of-concept (PoCs) like Open Commerce API (OCAPI) tokenization and session bridge triggers. The PoCs were designed to identify data-sharing issues between the middleware and the mobile applications. We built an API gateway, Middleware service jobs, and used MongoDB for payments and OMS data storage. Several scenarios, like customer login, basket/cart sharing, and PayUBiz payment integration, were tested to ensure the app was fully functional and optimized for the best possible user experience.

    As a partner, we helped the company upgrade their app technology, paving the way toward a smoother e-commerce ordering experience for their mobile device users.

    Here are some highlights of our new solution:

    • Ultra-fast development: Our team developed the entire solution in just three months.
    • Separation of concerns: Separating the frontend and backend components enabled greater control over application development and deployments.
    • Root-cause analysis: To address the concerns with the current app's slower performance, we implemented improvements like caching and the orchestration of OCAPI calls.
    • Extensive use of Middleware: Our solution customized almost all SFCC hooks for maximum flexibility. The easy extensions for data sharing with AWS Middleware play a vital role in acquiring the required mobile app data. We also ensured that page-designer-related dynamic product content and images were shared with the Middleware.
    • Enhanced API calls: Major APIs around product payments were improved by caching their base API usage, among other changes.
    • Trusted system API: Smoother and efficient login experience achieved a trusted system API authentication implementation.

    Business Impact

    Our app drew a lot of attention to the company in a relatively short time. It saw over one million downloads, a review rating of 4.5 out of 5 in the Google Play Store, and a significant boost in customer loyalty.

    Other important business benefits include:

    • Improved customer satisfaction: Seamless browsing and ordering experience on the updated and highly responsive app helps in retaining long-term customers.
    • Boost in the bottom line: App-based orders substantially increased, impacting the client’s bottom line.
    • Recovered lost sales: The new system sends an email regarding the abandoned products in the cart, which helps recover potentially lost sales.
    • Augmented sales using payment gateway: PayUBiz (a payment gateway) integration allows an easier and faster checkout process, which has an immediate positive impact on sales.
    • Hyper-personalized recommendations: We implemented an AI-powered personalization engine (EInstein) that analyzes customer behavior and preferences to deliver tailored product suggestions, enhancing the user experience and driving more sales.

    Technologies Used

    IBM OMS (Sterling)

    Related Capabilities

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