Jahangu Mistry

eclerx.com > Digital Marketing Services Data Domain Delivery // eClerx helps maintain an online catalog for an emerging FMCG global retailer Company Description Challenge eClerx Solution Benefits Organization Emerging FMCG global retailer Challenge Location USA Size Revenue : ~$ 300 million Industry eCommerce retail – B2C Description 1 An emerging retailer has its global presence in eCommerce. The client specializes in the apparel industry and has more than 10 years of experience. 200+ products to be launched per week ~50% of the product launches were delayed atleast once Incomplete PIM – pre launch data quality was close to 70% The product managers were aware of the impacts caused by the problems, but were hardly aware of the problems with their data. They had identified that if they could streamline their processes and identify the bottlenecks, they can certainly reduce the delay and time to market their product launches and validate the product data. The client needs to maintain and upload approximately 200 newer products per launch which amounts to managing approximately ~100K attributes. Decentralized Operations: Aligning data from distributed channel partners via several platforms. Due to absence of data extraction processes the data received by the company was inconsistent. Inconsistent and Incomplete Product Data: The data extracted from both online and offline sources was incomplete and lacked several attributes that were of high business importance, especially when considering it to be uploaded LIVE on the website. Delayed launches: ~50% of the product launches were delayed at least once, some more than twice. The prima facie reasons being unknown to the client managers. No Set SLAs defined: A senior company executive quotes, “We do not have any set SLAs for any of the ETL processes for our catalogs”. This had several business implications – some of them having indirect visibility on their balance sheet. No Audit check points created: The entire system lacked audits. As a result, the products that went live on the website – were launched with some inherent unnoticed errors. eclerx.com > Digital Marketing Services Process Flow Manual Updates SKU details Product Description Assortment Files eClerx Services Challenge eClerx Solution Data Profiling Data Integration and ETL Store Operations Data Acquisition and Enrichment Campaign Management Data Stewardship and Governance Data Quality Data Modelling Warehouse & DataStructure eClerx Solution Benefits Categorization and Consulting: Provide category consulting based on existing errors Description Matching: Long and short description matching and audits performed before uploading the product on the website Product launch audit check points • Product SKU linkage • Price comparison • Categorization of products and taxonomy consulting • Description Matching • Image comparison with the corresponding products Pricing audits: Based on the pricing information available, QA performed for pricing specific attributes Image Comparison: All product images matched, standardized and audited Product Linkage: Linking the product to the specific SKU details 2 eclerx.com > Digital Marketing Services Industry Statistics 70% of the product launches have been delayed atleast once, 20% being delayed more than once. – Boston University For every customer complaint there are 26 who have remained silent. – Lee resources Challenge Benefits 30% reduction in time-tomarket 100% post launch product quality 10% increase in CSAT 2500 SKUs launched successfully in one month 3 eClerx Solution Benefits As targeted, the immediate impact of the process was seen with 30% reduction in time to market. The client is now able to launch the products well in time giving more bandwidth to product managers to make strategic decisions. The client has also increased the volume of attributes, with close to 100K attributes being processed per launch. This increase has resulted in better product information on the store giving a better customer experience. ~10% increase in csat scores was observed by the client. Data quality is maintained with 100% achieved data quality. The client now has access to advanced technology that helps them compete with other big giants in the same industry. As an independent third party managing cost structure and economy of scale has given the company a competitive advantage and a well-maintained web-store. Disclaimer: eClerx has no vested interest in any of the mentioned DWAs or their partner organizations. The comparative analysis among the DWAs is based on eClerx’s learning by handling of various projects for the mentioned tools for clients of various sizes across industries. All rights reserved. No part of this document may be reproduced, stored in a retrieval system, transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without express written permission from eClerx.