In purpose to solve all the problems, the current scheme of business processes was not suitable: it was impossible to add new services to it. It was decided to integrate the retailCRM, which supposed to become a center of interaction of all existing and new services, as well as to automate the processing of omnichannel orders and to implement new business processes.
The purpose is to create a Click & Collect service, in other words that the buyer obtains the opportunity to:
- receive an online order at any convenient retail outlet
- reserve goods online from availability in retail boutiques
- place an order from the availability of any boutique directly at a retail outlet
The first two points had particularities, but were usual and understandable. We made a retailCRM integration with the Bitrix CMS 1C, were the website is located on, and combined it with the disparate 1C Retail base, greatly modifying it.
As for the order processing at retail points at terminals, it was left only in 1C in order to avoid the complication of managers life.
To help out, a notification system at the cashier desk was developed. When the order enters the system and when its status changes, retailCRM sends the information to the terminal through 1C. At the same time, CRM sends an SMS message to the client about the status of the order, which is additionally transmitted to the personal account on the website.
As for the third point, Lacoste Russia had its own idea of the result, based on the experience of France and Turkey. The end result is an iPad application. But since the interaction of systems at foreign representative offices was very different, it was decided to take the following requirements for the application as a basis:
- to create the interface as similar as possible to the one in other countries
- to create a beautiful catalogue with the correct structure, as on the website
- to allow to track the current balances in all stocks and boutiques
- to allow to place any type of order directly in any retail boutique, without leaving a client
- to identify the customer
- to provide an access to the history of customer orders
- to display the orders in a personal account on the website
Then, SalesApp was developed from scratch to satisfy all the requirements. The entire interface is also made according to the customer preferences, and the application itself is based on retailCRM. This approach allowed us to achieve a unified offline and online customer experience.